Japan’s online advertising to triple

The Internet is playing a larger role in Japanese advertising and is likely to overtake magazines as third in the market as early as 2007, according to a report released Thursday.

As high-speed broadband connections increase so will spending on advertising and by 2009 expenditures on Internet ads will triple from that in 2004 to more than 566 bln yen (5.1 bln dollars), according to the Dentsu Communication Institute report published in Nihon Keizai Shimbun.

For the first time last year, expenditures for advertising on the Internet exceeded radio advertising.

In 2004 the online advertising market jumped by 53.3% to 181.4 bln yen out of a total volume of 5.85 trln yen spent. (dpa)