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Launch of Monitor for Japan's Online Ads
Nielsen//NetRatings has launched its online advertising measurement service, AdRelevance, in Japan. Initial results show a market worth 19.2 bn Yen or US $160m for display ads in September, with beauty the highest spending sector and Vodafone-Softbank the top advertiser.
Around 3,000 online display ad campaigns were run in September, consisting of almost 6,500 thousand banners from 1,254 advertisers. Total monthly ad impressions reached 29.5 billion. The total market value is about one fifth that for the US (September figure US$771m) and over three times that for China (US$51m).
The company recently launched its spider-based online display advertising monitoring service in Australia and China. MD Forrest Didier says plans for further expansion in Asia Pacific markets have been encouraged by 'the overwhelming interest and uptake of the service in Australia, China and now Japan.'
AdRelevance supports the full online ad planning, management and evaluation process through the delivery of e-mail alerts for new ads and campaigns and daily updated information that includes impressions, expenditure and a capture of the ad creative itself. Masashi Hagihara, the firm's President and Chief Analyst for Japan says it also tracks detailed ad activity, ad formats and ad creatives by advertiser, web site and campaign.
The biggest spending Japanese sectors in September were beauty and, close behind, the food industry. The financial securities and investment sector was third by a greater margin.
[chart 1]
Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads
The top 50 advertisers accounted for 50% of the monthly total of 29.5m ad impressions.
[chart 2]
Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads
Yahoo! Japan dominates the chart for advertising vendors, and together with the (distant) second and third placed vendors accounts for more than 60% of the total.
[chart 3]
Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads
The company is online at www.nielsennetratings.com .
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