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Press Release

CyberAgent Surveys the In-feed Ad Market in Japan

In 2017, the in-feed ad market grew to 190.3 billion yen, up 36% year on year. A ratio of the video format rose one fourth. It forecasts to increase 2.1 times to 392.1 billion yen by 2023, and the video format is expected to occupy one third of the market.

Advertising

CyberAgent, Inc. (Head office: Shibuya-ku, Tokyo; President: Susumu Fujita; TSE;4751) surveyed the trend of the in-feed ad market in Japan, in cooperation with Digital InFact, Inc. (Head office: Bunkyo-ku, Tokyo; President: Tomoyuki Noshita).

The relation between smartphones and users’ life is getting closer, and media services are being tailored for devices. For a lot of media for smartphones, the in-feed format has been adopted as the most appropriate display method, and it is becoming a standard. As the media tailored for smartphones grew, in-feed advertisements satisfied advertisers and users considerably, and the demand for in-feed ads increased in 2017, too. 

In this survey, we estimate the annual sales of in-feed ads*1 distributed through the Internet, and forecast the market size from 2016 to 2023 *2.

Survey Items

1. Estimation and Forecast: In-feed Ad Market, by objective (2016-2023)
2. Estimation and Forecast: In-feed Ad Market, by media type (2016-2023)
3. Estimation and Forecast: In-feed Ad Market, by format (2016-2023)

 

1. Estimation and Forecast: In-feed Ad Market, by objective (2016-2023)

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In 2017, the scale of the in-feed ad market reached 190.3 billion yen, up 36% year on year, and the sales of in-feed ads for smartphones accounted for about 97%. 
The sales of in-feed ads for promoting websites made up 75%, while that for promoting apps accounted for 25%. The market scale in 2023 is estimated to be 392.1 billion yen, 210% of the scale in 2017.
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As for the demand for app promotion in 2017, we witnessed the firm demand from game advertisers and the growth of demand for promotion of a variety of apps other than games, such as apps for EC, financial services, and flea markets. As for web promotion, mail-order and financial enterprises demanded direct response, and national clients posted more ads for brand development.
 

2. Estimation and Forecast: In-feed Ad Market, by media type (2016-2023)

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In the in-feed ad market in 2017, the scale of the social media for distributing ads increased 50% from the previous year, accounting for about 70% of the entire market.

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The growth of the in-feed ad market was driven by the social media like in the previous year, and its scale increased 48% year on year, making up about 70% of the entire market in 2017. The rise in demand for ads via the social media, which were started between 2015 and 2016, contributed considerably. For other media, in-feed ads are steadily spreading, and the web media are increasingly adopting the in-feed ad format. It is expected that in-feed ads will keep increasing in each kind of media.

3. Estimation and Forecast: In-feed Ad Market, by format (2016-2023)

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In 2017, the ratio of video ads grew 160% year on year, accounting for 1/4 of the entire market.
In 2023, it is forecasted to grow 180% from 2017, making up about 35% of the entire market.

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The video format for in-feed advertisement became common, for promoting the installation of apps and the subscription to products and services via the Internet, and the advertisements by leading advertisers for brand development increased. As a result, the ratio of video ads in the in-feed ad market rose as high as 160% year on year, occupying 25% of the entire market.

Advertisers started using different creative video works and formats according to the media, while the media started offering new ad services, including characteristic video formats and those with advanced rendering capability. Then, the sophistication of video use was accelerated in the entire market. The demand for in-feed ads in the video format is estimated to keep growing and achieve a 180% growth between 2017 and 2023, occupying about 35% of the entire market.
 

Future of the in-feed ad market

Even if the media and content that broadly attract users change, in-feed ads are expected to be demanded by advertisers and spread, because they can make the content more appealing and exert great ad effects. 
Media companies will enhance efforts toward improving creative works, ad formats, and ad distribution, winning the trust of a broad range of advertisers, including users and leading brand companies, and the scale of the in-feed ad market will grow, and is estimated to increase about 2.1 times to 392.1 billion yen between 2017 and 2023.

Our company will make continuous efforts to solve the problems with corporate sales promotion and enhance the effect of ads, to contribute to the development of the in-feed ad market.


*1 The definitions of in-feed ads and product classification in this survey are as follows. 
・Collective term of ads displayed in the same format as the feed-type content displayed in the media
*2 This survey was carried out with reference to the results of interviews with enterprieses related to Internet ads, publicly available information, data owned by the researching organizations and Seed Planning, etc. In addition, the market scale was estimated from ad costs spent by advertisers. 


 

Survey Outline

Organizer CyberAgent, Inc.
Period November 2017 to January 2018
Method To interview personnel in the video ad market, refer to the data owned by the survey organizer and the surveying institution, and collect publicly available information.
Target In-feed ads
Institution Digital InFact, Inc.
*If you reprint or use any content of this survey, please write our corporate name as the copyright holder as follows: Copyright © CyberAgent, Inc. All Rights Reserved.