Spending on Internet Ads in Japan Rises

Spending on Internet advertising in Japan last year rose 88 percent from the previous year to about 11.39 billion yen (about $96 million), according to Dentsu Inc.

Advertising through the Internet accounted for only 0.2% of all advertising expenditures in Japan, but the increase in Internet advertising is conspicuous because total advertising expenditures in 1998 were down 3.8%, the advertising agency said.

Advertising expenditures for the Internet had been less than projected until around June last year, Dentsu said. Dentsu projects that online ad expenditures will total 19.8 billion yen in 1999, and will exceed 100 billion yen in 2005.

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