Things are looking up for Japan’s advertising market, with market conditions improving and adspend recovering in the second half of 2020.
In a two-part digital advertising market survey by Dentsu Group's digital marketing company Cyber Communications Inc (CCI) of 1,132 ad industry insiders – including brands, agencies and publishers – 36.1% of respondents reported a rise in digital adspend in the second half of 2020, including 9.8% who reported a significant increase.
"A positive attitude has emerged with regards to adspend in order to meet new behaviour patterns and new consumer needs,” said CCI strategist Asako Nojima, speaking at the...