2015 mobile advertising spending rose 30% and 60% respectively in Japan and South Korea

Japan and South Korea are mature advertising markets, with a slow growth in paid advertising spending during the emarketer forecast period. Japan's digital advertising spending maintains a digital growth rate, but mobile online advertising spending is expected to grow faster next year. EMarketer forecasts that Japan's digital advertising spending accounted for 22.7% of pay-media advertising this year, up from 27% by 2018. While digital advertising spending has grown slowly this year (4.5%), it is still growing faster than total media advertising spending. Mobile internet advertising in Japan accounts for 28.6% of digital advertising spending, but by 2018 the proportion will rise to 59.6%. By then, 16% of the pay-media advertising spending will come from mobile internet, including search and display ads on mobile phones and tablets. Mobile channels will play a more important role in the Korean advertising market. South Korea has doubled its mobile internet advertising spending for two consecutive years, reaching nearly 1 billion dollars this year. While growth will fall to 18% by 2018, mobile Internet advertising still accounts for 73.2% of digital advertising spending, 26.4% of pay-media advertising spending. South Korea's digital advertising spending is expected to grow faster than Japan's next year, keeping double-digit growth rates at least 2018 years. Compiled from: EMarketer Translator: Sun Ying