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
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.