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Dentsu Inc. (TOKYO:4324)(ISIN:JP3551520004)(President & CEO: Tadashi
Ishii; Head Office: Tokyo; Capital: 58,967.1 million yen) released today
its annual report of advertising expenditures in Japan for the 2012
calendar year, including an estimated breakdown by medium and industry.
According to this report, Japan's advertising expenditures in 2012
totaled 5,891.3 billion yen, an increase of 3.2% over the previous year.
Overall spending on advertising began to fall in 2008 (down 4.7%) as a
result of the simultaneous global recession precipitated by the
financial crisis in the United States. Yearly spending continued to
decline in 2009 (down 11.5%), 2010 (down 1.3%), and 2011 (down 2.3%),
but bounced back in 2012 (up 3.2%), benefiting from a resumption in
spending that had been delayed or postponed after the Great East Japan
Earthquake and Tsunami. Japan's advertising expenditures increased in
2012 for the first time in five years.
Overview of Advertising Expenditures during 2012
Ad placements recovered strongly during the second half of 2011 on
reconstruction-related demand after the Great East Japan Earthquake
and Tsunami, and this trend carried over through the first half of
2012. After the London 2012 Olympic Games, however, a slowdown in the
overall economy depressed advertising expenditures. This was caused by
a number of factors, including a fall in consumer spending after the
discontinuance of the tax reduction and subsidy program for eco-car
purchases, the high value of the yen, economic stagnation in Europe,
and a decline in exports. Nevertheless, for the year as a whole
advertising expenditures totaled 5,891.3 billion yen, a gain of 3.2%
from the previous year; this was the first annual increase in five
years. A strong recovery in ad placements pushed spending in the
traditional media to 2,779.6 billion yen, exceeding the level achieved
in 2010 before the Great East Japan Earthquake and Tsunami.
Broken down by medium, expenditures were higher in Television (up
3.0%), Newspapers (up 4.2%), and Magazines (up 0.4%), and held steady
in Radio (down 0.1%). Overall spending in the traditional media was up
2.9%. Advertising in Promotional Media also grew (up 1.4%). Satellite
Media-Related spending posted double-digit growth (up 13.7%) for a
third straight year, boosted by placements related to the London 2012
Olympic Games. Internet advertising again posted solid gains (up 7.7%).
By industry category (for the traditional media), expenditures grew in
16 of the 21 industry categories, including Automobiles/Related
Products (up 26.9% on increased placements for K-cars [engine
displacement up to 660cc] and 2-box vehicles),
Information/Communications (up 10.5% on expenditures related to
smartphone services, satellite broadcasting, and web content
advertising), and Beverages/Cigarettes (up 7.0 % on expenditures
related to beauty and energy drinks, lactic acid drinks, and
carbonated beverages). In contrast, expenditures fell in 5 of the 21
industry categories, including Government/Organizations, where
spending fell dramatically (down 69.4%) compared with 2011, which had
seen a massive increase in public service placements by advertising
organizations after the Great East Japan Earthquake and Tsunami; and
Classified Ads/Others (down 19.8% on declines in placements by
corporate groups as well as the movie and theater industry).
• Outline of Advertising Expenditures by Medium Advertising
expenditures in the traditional media grew 2.9% compared with the
previous year, reaching a total of 2,779.6 billion yen. Spending rose
not only in Television (up 3.0%), but also in Newspapers and Magazines.
Promotional Media advertising also posted gains (up 1.4%). Satellite
Media-Related advertising expenditures were up 13.7%, boosted by demand
related to the London 2012 Olympic Games. Internet advertising showed
solid gains, up 7.7% year on year.
• Quarterly Breakdown of Growth in Advertising Expenditures in the
Traditional Media in 2012 A quarterly breakdown of advertising
expenditures for the traditional media in the 2012 calendar year showed
that spending rose steadily during the first half of the year, but fell
below previous-year levels during the last six months as the overall
economy weakened.
(Year-on-year, %)
2012 (Full Year)
Jan.– Jun.
Jul.– Dec.
Jan.– Mar.
Apr.– Jun.
Jul.– Sep.
Oct.– Dec.
Advertising Expenditures in the Traditional Media
102.9
107.8
98.3
105.2
110.6
98.8
97.8
• Outline of Advertising Expenditures by Industry (21 Categories,
Traditional Media Only) Advertising expenditures increased in
16 of the 21 industry categories surveyed during 2012, and declined in 5
categories.
Two industry categories posted double-digit gains: Automobiles/Related
Products (up 26.9%) on increased placements for K-cars and 2-box
vehicles, and Information/Communications (up 10.5%) on expenditures
related to smartphone services, satellite broadcasting, and web content
advertising. Expenditures also rose in Precision Instruments/Office
Supplies (up 9.7%), aided by growth in placements for digital SLR
cameras and wristwatches; Distribution/Retailing (up 8.6%), which saw
stronger demand for general merchandise store and direct marketing
advertising; Transportation/Leisure (up 8.2%) on a recovery in outlays
by travel agencies, hotels and inns; Apparel/Fashion,
Accessories/Personal Items (up 7.6%), due to increased spending on ads
for women's clothing and shoes; Beverages/Cigarettes (up 7.0%) on
expenditures related to beauty and energy drinks, lactic acid drinks,
and carbonated beverages; Foodstuffs (up 6.4%), led by health foods and
beauty-related food products; Food Services/Other Services (up 4.4%),
which saw increased placements for ladies' wigs and aesthetic salons;
Real Estate/Housing Facilities (up 4.1%) on an upsurge in demand for
household fixtures and condominium advertising; Cosmetics/Toiletries (up
4.0%), boosted by growth in ads for skin toners and emulsions;
Pharmaceuticals/Medical Supplies (up 3.4%), helped by a rise in
corporate advertising by pharmaceutical companies, and in placements
related to eyeglasses; Education/Medical Services/Religion (up 3.2%),
which recorded increased spending on ads for English conversation and
language schools, preparatory and tutoring schools, and correspondence
education; Publications (up 3.0%) on higher placements for hardcover
books, corporate advertising by publishers, and ads for hobby-related
magazines; Finance/Insurance (up 2.7%) on the strength of corporate
advertising by insurance companies, and ads for credit card loans; and
Household Products (up 1.2%), led by placements for furniture and
kitchen accessories.
Advertising expenditures fell in five industry categories, most notably
in Government/Organizations (down 69.4%). This category saw a massive
increase in public service ad placements by advertising organizations in
2011 after the Great East Japan Earthquake and Tsunami, but spending
dropped back significantly in 2012; Classified Ads/Others (down 19.8%)
on declines in placements by corporate groups as well as the movie and
theater industry; Energy/Materials/Machinery (down 3.7%) on cutbacks by
electric power and gas companies; Hobbies/Sporting Goods (down 1.9%),
hurt by weakness in the areas of video software, pachinko machines and
"pachi-slo" slot machines, and game software; and Home Electric
Appliances/AV Equipment (down 0.7%), which saw a fall in demand for
placements related to LCD televisions and Blu-ray disc recorders.
The full text of 2012 Advertising Expenditures in Japan is
currently being compiled and will be available on Dentsu's website at
the end of March 2013. For reference, please refer to the tables on the
following pages.
TABLE 1
Japan's GDP and Advertising Expenditures (2008−2012)
Year
Gross Domestic Product (B)
Advertising Expenditures (A)
A / B (%)
GDP (¥ billion)
Compared to Previous Year (%)
Advertising Expenditures (¥ billion)
Compared to Previous Year (%)
2008
501,209.3
97.7
6,692.6
95.3
1.34
2009
471,138.7
94.0
5,922.2
88.5
1.26
2010
482,384.4
102.4
5,842.7
98.7
1.21
2011
470,623.2
97.6
5,709.6
97.7
1.21
2012
475,729.0
101.1
5,891.3
103.2
1.24
Notes: • The above figures for GDP are those released
in the Cabinet Office's 'Annual Report on National Accounts' and 'GDP
Estimates'. • All the above figures are for the calendar
year.
TABLE 2
Advertising Expenditures by Medium (2010−2012)
Media
Advertising Expenditures (¥ billion)
YoY Comparison Ratio (%)
Component Ratio (%)
2010
2011
2012
2011
2012
2010
2011
2012
Traditional Media
Newspapers
639.6
599.0
624.2
93.7
104.2
11.0
10.5
10.6
Magazines
273.3
254.2
255.1
93.0
100.4
4.7
4.4
4.3
Radio
129.9
124.7
124.6
96.0
99.9
2.2
2.2
2.1
Television
1,732.1
1,723.7
1,775.7
99.5
103.0
29.6
30.2
30.2
Subtotal
2,774.9
2,701.6
2,779.6
97.4
102.9
47.5
47.3
47.2
Satellite Media-Related
78.4
89.1
101.3
113.6
113.7
1.3
1.6
1.7
Internet
(Advertising placement)
607.7
618.9
662.9
101.8
107.1
10.4
10.8
11.2
(Advertising production)
167.0
187.3
205.1
112.2
109.5
2.9
3.3
3.5
Subtotal
774.7
806.2
868.0
104.1
107.7
13.3
14.1
14.7
Promotional Media
Outdoor
309.5
288.5
299.5
93.2
103.8
5.3
5.1
5.1
Transit
192.2
190.0
197.5
98.9
103.9
3.3
3.3
3.4
Flyers
527.9
506.1
516.5
95.9
102.1
9.0
8.9
8.8
Direct Mail
407.5
391.0
396.0
96.0
101.3
7.0
6.8
6.7
Free Newspapers /
Free Magazines
264.0
255.0
236.7
96.6
92.8
4.5
4.5
4.0
POP
184.0
183.2
184.2
99.6
100.5
3.2
3.2
3.1
Telephone Directories
66.2
58.3
51.4
88.1
88.2
1.1
1.0
0.9
Exhibitions /
Screen Displays
263.4
240.6
260.6
91.3
108.3
4.5
4.2
4.4
Subtotal
2,214.7
2,112.7
2,142.4
95.4
101.4
37.9
37.0
36.4
Total
5,842.7
5,709.6
5,891.3
97.7
103.2
100.0
100.0
100.0
TABLE 3
Advertising Expenditures by Industry in the Traditional Media
(2011−2012)
(Unit: ¥10 million)
Media
Newspapers
Magazines
Radio
Television
Total
Industry
2011
2012
Comparison Ratio (%)
2011
2012
Comparison Ratio (%)
2011
2012
Comparison Ratio (%)
2011
2012
Comparison Ratio (%)
2011
2012
Comparison Ratio (%)
Energy / Materials / Machinery
551
640
116.2
166
126
75.9
241
283
117.4
1,766
1,575
89.2
2,724
2,624
96.3
Foodstuffs
5,222
5,561
106.5
1,421
1,553
109.3
1,154
1,163
100.8
18,822
20,052
106.5
26,619
28,329
106.4
Beverages / Cigarettes
2,019
2,344
116.1
1,212
1,386
114.4
577
532
92.2
15,813
16,725
105.8
19,621
20,987
107.0
Pharmaceuticals / Medical Supplies
1,762
1,700
96.5
708
836
118.1
993
1,039
104.6
10,891
11,272
103.5
14,354
14,847
103.4
Cosmetics / Toiletries
2,726
3,130
114.8
3,350
3,353
100.1
467
411
88.0
21,144
21,889
103.5
27,687
28,783
104.0
Apparel / Fashion, Accessories / Personal Items
1,641
1,675
102.1
6,200
6,483
104.6
68
66
97.1
2,909
3,421
117.6
10,818
11,645
107.6
Precision Instruments / Office Supplies
479
530
110.6
828
914
110.4
35
52
148.6
1,288
1,390
107.9
2,630
2,886
109.7
Home Electric Appliances / AV Equipment
747
687
92.0
758
646
85.2
176
163
92.6
3,768
3,916
103.9
5,449
5,412
99.3
Automobiles / Related Products
1,403
1,444
102.9
831
866
104.2
777
852
109.7
9,970
13,311
133.5
12,981
16,473
126.9
Household Products
1,017
1,149
113.0
467
471
100.9
174
183
105.2
4,763
4,693
98.5
6,421
6,496
101.2
Hobbies / Sporting Goods
1,295
1,279
98.8
1,455
1,486
102.1
306
314
102.6
8,005
7,774
97.1
11,061
10,853
98.1
Real Estate / Housing Facilities
2,853
2,917
102.2
826
749
90.7
446
502
112.6
6,320
6,701
106.0
10,445
10,869
104.1
Publications
5,696
5,702
100.1
306
297
97.1
670
606
90.4
2,277
2,611
114.7
8,949
9,216
103.0
Information / Communications
3,831
3,903
101.9
1,584
1,346
85.0
782
847
108.3
16,003
18,429
115.2
22,200
24,525
110.5
Distribution / Retailing
6,943
7,563
108.9
1,044
996
95.4
816
876
107.4
9,891
10,862
109.8
18,694
20,297
108.6
Finance / Insurance
2,310
2,105
91.1
754
600
79.6
946
937
99.0
10,111
10,857
107.4
14,121
14,499
102.7
Transportation / Leisure
9,678
10,219
105.6
1,524
1,491
97.8
953
1,023
107.3
7,372
8,390
113.8
19,527
21,123
108.2
Food Services / Other Services
1,988
1,942
97.7
679
625
92.0
1,178
1,261
107.0
8,511
9,068
106.5
12,356
12,896
104.4
Government / Organizations
1,265
1,450
114.6
209
212
101.4
1,204
882
73.3
8,195
783
9.6
10,873
3,327
30.6
Education / Medical Services / Religion
2,785
2,891
103.8
1,048
1,022
97.5
479
445
92.9
3,267
3,465
106.1
7,579
7,823
103.2
Classified Ads / Others
3,689
3,589
97.3
50
52
104.0
28
23
82.1
1,284
386
30.1
5,051
4,050
80.2
Total
59,900
62,420
104.2
25,420
25,510
100.4
12,470
12,460
99.9
172,370
177,570
103.0
270,160
277,960
102.9
TABLE 4
Sources of Media Expenditures
Traditional Media: Advertising expenditures spent in the
traditional media of newspapers, magazines, radio and television.
Newspapers: Advertising rates of national daily and trade
newspapers, and advertising production costs.
Magazines: Advertising rates of national monthly, weekly
and specialized magazines, and advertising production costs.
Radio: Time rates and production costs of private
broadcasting stations nationwide and commercial production costs
(but not including event-related costs).
Television: Time rates and production costs of private
broadcasting stations nationwide and commercial production costs
(but not including event-related costs).
Satellite Media-Related: Advertising expenditures for
satellite broadcasts, CATV and teletext (placement and production
costs).
Internet: Placement and production costs for Internet site
and mobile in-app advertising (includes production costs for
banner ads as well as website set-up costs related to products,
services and ad campaigns).
Promotional Media: Advertising expenditures for sales
promotion-related media.
Outdoor: Production and placement costs for billboards,
neon signs, outdoor video screens, etc.
Transit: Placement costs for transit advertisements.
Flyers: Insertion costs for flyers in newspapers nationwide.
Direct Mail: Postage and private delivery costs spent on
direct mail.
Free Newspapers/Free Magazines: Advertising costs in free
newspapers and magazines.
POP: Production costs for point-of-purchase (POP) displays.
Telephone Directories: Placement costs for advertisements
in telephone directories.
Exhibitions/Screen Displays: Production costs for
exhibitions, expositions and PR centers; production and screening
costs for promotional films and videos, etc.
About Dentsu Inc. Founded in 1901, Dentsu Inc. has held the
position of the world's largest single-brand agency for 40 years.
Through its unique "Integrated Communication Design" approach, Dentsu
offers multinational clients the most comprehensive range of advertising
and marketing services in the industry. While continuing to pursue
innovation in the digital arena, Dentsu is active in the production and
marketing of sports, movies, anime and other entertainment content on a
global scale. The Dentsu Group has more than 6,000 clients and around
22,000 employees worldwide. Dentsu News: http://www.dentsu.com/news/index.html Dentsu
Inc.: http://www.dentsu.com/index.html
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