Mobile ad spending continue to surge in Japan, South Korea

Japan is one of Asia-Pacific’s more mature digital ad markets, but ad spending growth is still in double digits—at least for one more year, according to eMarketer’s latest estimates of paid media spending around the world.

Advertisers in Japan will spend $9.70 billion on digital ads this year, and $37.06 billion on ads across all media. The total media figure will be up less than 1% over 2014 and will increase by another 1.0% each year for the rest of eMarketer’s forecast period (except in 2017, when growth will be 1.2%).

Within digital, search ads are growing slightly faster than display, but the disparity will disappear in the next few years, leaving search with a solid majority of digital dollars in Japan.

Meanwhile, mobile internet ad spending in Japan is growing more robustly. eMarketer estimates mobile internet ad investments in the country will rise 40.0% this year to $3.85 billion. That total will more than double by 2019, when mobile will account for 69.6% of digital ad spending and 21.7% of total media outlays.

South Korea, another relatively mature Asia-Pacific market, has another few years of double-digit growth in digital ad spending ahead of it. Growth won’t drop to 9.5% until 2019, eMarketer estimates, and this year’s increase of 13.0% will bring digital ad investments in South Korea to $2.94 billion, or 28.4% of all paid media spending. Total ad spending is also growing faster in South Korea than in Japan, at around 2.5% per year.

Like in Japan, search makes up a majority of ad spending in South Korea and will generally hold that share throughout our forecast period. But display and other formats are catching up and will boast faster growth through at least 2019.

Mobile internet ad spending will hit $1.60 billion in South Korea this year, up 60.0%. By 2019, it will reach $3.36 billion, or 76.2% of digital ad spending.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.


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