Japanese Search Advertising Spend Tops 1 Trillion Yen

Video Advertising Achieves Double-Digit Growth

The breakdown of Internet advertising media spending was released from the survey results of “Total Advertising Expenditure in Japan 2023” announced by Dentsu the other day. Internet advertising media spending reached a record high of 3 trillion 330 billion yen (107.8% year-on-year), accounting for 45.5% of total advertising expenditure.

By advertising type, search advertising, which accounts for about 40% of Internet advertising media spending, was 1 trillion 729 billion yen (109.9% year-on-year), exceeding 1 trillion yen for the first time since the start of estimation. Display advertising was 7,701 billion yen (104.5% year-on-year), and video advertising was 6,860 billion yen (115.9% year-on-year), the highest growth rate.

By trading method, “Programmatic advertising” traded by bidding was 2 trillion 349 billion yen (110.9% year-on-year), accounting for nearly 90% of Internet advertising media spending. On the other hand, “Reservation advertising” traded at a non-bidding (fixed price) method was 2,648 billion yen (100.0% year-on-year), and “Performance-based advertising” that pays a reward according to a specific user action was 732 billion yen (75.8% year-on-year). decreased.

Social advertising was 9,735 billion yen (113.3% year-on-year), accounting for 36.2% of Internet advertising media spending. Of this, SNS (excluding video sharing) was 41.8%, video sharing was 34.6%, and others (blogs, electronic bulletin boards, etc.) were 23.6%.