29 July 2015.
Research by Kenshoo has revealed that mobile ad spending is booming in Japan.
Overall online ad spend went up by 15% in the country last year, with a staggering 69% increase in mobile ad spending driving much of this growth. In contrast, desktop ad spend only went up by 7% during the same period.
Over 50% of clicks on ads in Japan came from smartphones and tablets in the second quarter of this year, with a Kenshoo spokesperson saying that this showed that “the year of mobile has certainly arrived”.
When looking more closely at the metrics, the researchers discovered that ad impressions had increased by 24% year-on-year, and click volume had gone up by a comparable 17%.
Kenshoo explained what that meant for businesses targeting the region, saying that: “The sheer growth of smartphone usage in the region means advertisers need to adopt a robust mobile marketing strategy, underpinned by the consumer engagement opportunities that the mobile channel delivers.”