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NetRatings Japan Inc. Soichiro Nishimura +813-4363-4200
ONLINE ADVERTISING STATISTICS REPORT SERVICE TO COMMENCE
NetRatings Japan to launch AdRelevance on October 16; estimated total
banner ad spending in Japan was ¥19.2 billion in September 2006
TOKYO — October 16, 2006 — NetRatings Japan Inc., a global leader in Internet media and
market research, today announced the launch of AdRelevance, an online advertising statistics
report service. AdRelevance offers research on Internet media banner ad placement, delivering
statistics covering ad impressions (placement volume), estimated advertising expenditure, ad
placement by advertiser, and ad publication by medium on a nationwide, campaign, and banner-ad
basis. AdRelevance subscribers will be able to keep track of online advertising activity within their
business sector (including themselves and competitors) and nationwide. AdRelevance also provides
numerical data to help decision makers working on the advertising strategies of advertisers and ad
agencies, as well as facilitate scientifically sound marketing by media companies developing
advertising products.
“AdRelevance is the first statistical report service available to Japan’s Internet market that covers
banner ads and includes impressions and estimated advertising expenditure,” said NetRatings
President and Chief Analyst Masashi Hagihara. “Not only does it provide an overview of Japan’s
online advertising market on a monthly basis, but it also tracks all advertising activity by specific
advertisers and specific media. AdRelevance quick reports provide updates on campaigns started
24 hours earlier, offering almost real-time information on competitors’ advertising activity. We
believe AdRelevance will provide marketing information backed by scientific evidence about players
in the online advertising market. Since until now it has been a challenge to compile numerical data
and comprehensive market information, we further believe that AdRelevance will make a huge
contribution to the development of the online advertising market.”
September 2006 AdRelevance data show that 1,254 companies placed Internet banner ads, there
were 3,004 ad campaigns, and 6,453 banner materials were used during the month. Banner ad
impressions reached 29.5 billion and total monthly advertising expenditure was an estimated ¥19.18
billion (see Figure 1).
Figure 1. Banner ad statistics summary (nationwide) in September 2006
(AdRelevance September 2006; excludes house advertising)
Number of advertiser 1,254
Number of campaign 3,004
Average Number of campaign by advertiser 2.4
Number of Banner 6,453
Number of Banner by campaign 2.1
Total Ad impressions 29.5 Billion
Total Ad expenditurei 19.2 Billion Yen
Business sectors that were most active advertisers in September were recruitment agencies,
finance/insurance/securities businesses (personal loans), and toiletries/ toothpaste/cleaners on an
ad impressions basis, and toiletries/toothpaste/cleaners, foods, and finance/insurance/securities
businesses (share trading) on an estimated advertising expenditure basis (see Figure 2).
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Figure 2. Banner ad placement by advertiser business sector in September 2006
(AdRelevance September 2006; excludes house advertising)
Ad Impression Ad Spend ( Unit:
Sector Shareÿÿ ÿ Shareÿÿ ÿ
ÿUnitÿ000ÿ Million Yen)
Employment 2,506,762 8.51% 835.6 4.36%
Personal Loans 2,246,465 7.63% 991.7 5.17%
Beauty/Cosmetics/Haircare/Toiletries 1,945,857 6.61% 1,229.8 6.41%
Food 1,866,395 6.34% 1,208.1 6.30%
Mobile Communication Providor 1,633,028 5.54% 1,011.5 5.27%
Others 1,189,983 4.04% 671.1 3.50%
Com puters 1,157,011 3.93% 803.6 4.19%
Real Estate 1,120,830 3.80% 868.5 4.53%
Car Manufacturers 1,112,449 3.78% 679.3 3.54%
Travel 1,037,241 3.52% 590.6 3.08%
Education & Learning 846,252 2.87% 402.7 2.10%
Internet Services- Others 744,494 2.53% 480.6 2.51%
Autom otive- Others 730,744 2.48% 441.8 2.30%
Share dealing services 648,268 2.20% 1,054.3 5.50%
Broadcasting 589,578 2.00% 313.9 1.64%
Com puters – Operating System s and Softw are 529,561 1.80% 489.8 2.55%
Music, Movies 526,798 1.79% 310.1 1.62%
Insurance & Superannuation 504,548 1.71% 224.0 1.17%
Credit Cards 492,921 1.67% 254.7 1.33%
Alcoholic 464,358 1.58% 263.5 1.37%
Mail Order 462,718 1.57% 355.4 1.85%
Hospitals, Aesthetics, Beauty Salons 435,056 1.48% 494.1 2.58%
Non Alcoholic 432,855 1.47% 259.4 1.35%
Gam ing Consoles, Sofwares 431,306 1.46% 130.4 0.68%
Introductions(Marriage information) 423,361 1.44% 635.1 3.31%
Fashion & Miscellaneous goods 391,374 1.33% 280.1 1.46%
Cameras 375,891 1.28% 246.7 1.29%
Health/Pharmaceuticals 339,584 1.15% 266.2 1.39%
Leasure 331,999 1.13% 241.3 1.26%
IT- Other services 274,354 0.93% 424.8 2.22%
Shopping & Auction 262,576 0.89% 204.0 1.06%
Internet Service Providor 218,504 0.74% 110.5 0.58%
Manufucturing Equipments & Office supply 212,487 0.72% 222.4 1.16%
Online payments 209,701 0.71% 230.7 1.20%
Publishing 205,975 0.70% 180.7 0.94%
Mobile Communication Providor 201,050 0.68% 33.1 0.17%
Other home electric appliances product 178,246 0.61% 158.9 0.83%
Other Financial 173,396 0.59% 217.3 1.13%
Sporting Goods 173,308 0.59% 85.7 0.45%
CVS 166,703 0.57% 39.9 0.21%
Printers & Photocopiers 164,450 0.56% 159.2 0.83%
Retail Clothing 157,297 0.53% 68.3 0.36%
Energy & Raw Materials 149,970 0.51% 58.3 0.30%
Financial- Corporate 129,961 0.44% 119.0 0.62%
Travel & Accomodation- Others 120,484 0.41% 100.4 0.52%
Savings & Investm ents 95,599 0.32% 60.0 0.31%
Gam bling/Sweepstakes information 84,368 0.29% 8.6 0.04%
Maps & Transit 74,436 0.25% 46.3 0.24%
Telephone Service Providor 71,297 0.24% 33.8 0.18%
Hom e Theatre, Audio&Visual 67,829 0.23% 36.3 0.19%
Moving 66,426 0.23% 114.1 0.59%
Internet service- Community 66,145 0.22% 29.7 0.15%
Directories/Local Guides 56,809 0.19% 74.8 0.39%
Other Retail 48,740 0.17% 33.3 0.17%
Autom otive- Others 44,471 0.15% 25.9 0.14%
Sundry Services for corporate client 39,130 0.13% 52.6 0.27%
Hom e & Garden/Building 37,963 0.13% 27.5 0.14%
Governm ent/Political 36,698 0.12% 61.5 0.32%
Processing Services 30,478 0.10% 33.9 0.18%
Retail Electrical 21,521 0.07% 14.8 0.08%
Internet service- Wom an ( information for Wom an) 17,817 0.06% 7.0 0.04%
Dept Stores/Shopping Centres 15,578 0.05% 1.6 0.01%
Hom e Loans 13,386 0.05% 11.6 0.06%
Telecommunications- Others 12,781 0.04% 12.0 0.06%
Precision Devices- Others 7,445 0.03% 12.1 0.06%
Hobby Items- Others 6,845 0.02% 6.1 0.03%
Car Dealers, Car Parts Dealers 6,130 0.02% 9.0 0.05%
Air Conditioning 4,732 0.02% 3.8 0.02%
Internet service- Current Events & Global news 3,729 0.01% 1.1 0.01%
Internet service- General 3,718 0.01% 1.8 0.01%
Search 2,606 0.01% 3.2 0.02%
Health, Fitness, & Nutrition inform ations 2,183 0.01% 2.3 0.01%
Watches, Clocks 2,140 0.01% 3.4 0.02%
Wholesale 1,236 0.00% 1.0 0.01%
Weather information 301 0.00% 0.2 0.00%
Music Instruments 254 0.00% 0.0 0.00%
Internet Service- Kids information 251 0.00% 0.3 0.00%
Field of activity total 29,459,193 19,176.6
Vodafone-Softbank, MediaRights, and DHC were the top advertisers on an ad impressions basis.
The top 50 advertisers accounted for 50% of total ad impressions, and over 50% of total advertising
expenditure in Japan (see Figure 3).
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Figure 3. Top 10 advertisers in September 2006 on ad impressions basis
(AdRelevance September 2006; excludes house advertising)
Ad
Advertiser Share%
Impression( unit:000)
Vodafone 1,214,175 4.1%
MediaRights 941,070 3.2%
DHC 882,817 3.0%
Carview 598,230 2.0%
Kenkou Corporation 515,320 1.7%
SOFTBANK Human Capital 511,832 1.7%
ORIX Credit 453,541 1.5%
At- Loan 433,615 1.5%
Japan Airlines 401,979 1.4%
INTELLIGENCE 391,348 1.3%
Total Ad Impression of Top10 Advertiser 6,343,927 21.5%
Total Ad Impression of Top50 Advertiser 14,836,109 50.4%
Total Ad Impression 29,459,193 100%
Total Ad spend of Top50 AdvertiserÿUnitÿMillion Yenÿ 9,681.6 50.5%
Total Ad spend ÿUnitÿMillion Yenÿ 19,176.6 100%
A look at ad impressions by medium shows that the top three media in September were Yahoo!
Japan, mixi, and MSN. Yahoo!, which has an overwhelming lead over other media in user numbers,
accounted for 45% of all ad impressions in Japan, while mixi, which is recording steady growth in
user numbers and page views, also enjoyed strong popularity with online advertisers. The top 10
media accounted for 76% of total ad impressions in Japan (see Figure 4).
Figure 4. Top 10 media in September 2006 on ad impressions basis
(AdRelevance September 2006; excludes house advertising)
Ad
Media( Brand) Impression( unit:000)
Share%
Yahoo! Japan 13,2 98,4 71 45.1%
About AdRelevance online advertising report service
AdRelevance is an online advertising statistical report service that specializes in Internet ads.
Information on online advertisements are automatically compiled from over 3,500 Web pages that
feature advertising in Japan’s 130 major advertising media to calculate banner ad frequency. The
collected data is statistically processed, summarized by medium, business sector, advertiser, and
campaign, and reports produced by advertising material or campaign, with estimates of ad
impressions per advertiser, advertising expenditure, advertising period, and other relevant factors.
NetView page impressions—a respected de facto standard for Internet audience measurement—
are used as a reference for calculating ad impressions. The report deals with ads in GIF and JPEG
formats, as well as flash format banner ads and search engine-linked text ads. Report summaries
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can be prepared including or excluding own ads. (Note: totals exclude text banner ads, tie-up ads
including navigation banners to tie-up ads, and specialized banner ads such as expanding and
floating banners).
The main components of AdRelevance are quick reports, which summarize ad placement trends
over the previous two days or a week (new campaigns started and placement of new advertising
materials), monthly reports that summarize monthly ad placement trends, and market reports that
provide an overview of Japan’s online advertising market. Chronological summaries of advertisers’
ad placement trends can be produced on an ad-impressions or estimated advertising-expenditure
basis. The reports also function as an advertising creative collection, since the advertising materials
can be referenced from the report.
Report format: ASP service on NetRatings’ website accessed with user ID and password
For further details, visit http://www.netratings.co.jp/adrelevance.htm
About Nielsen//NetRatings
NetRatings, Inc. (Nasdaq: NTRT) delivers leading Internet media and market research solutions,
marketed globally under the Nielsen//NetRatings brand. With high quality, technology-driven
products and services, Nielsen//NetRatings is the global standard for Internet audience
measurement and premier source for online advertising intelligence, enabling clients to make
informed business decisions regarding their Internet and digital strategies. The Nielsen//NetRatings
portfolio includes panel-based and sitecentric Internet audience measurement services, online
advertising intelligence, user lifestyle and demographic data, e-commerce and transaction metrics,
and custom data, research and analysis. For more information, please visit www.nielsen-
netratings.com.
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