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In 2007, the Japanese online advertising market was projected to be worth between $3.4 billion (Dentsu) and $4.1 billion (PricewaterhouseCoopers). By 2011, Dentsu estimates that Japan's online ad market value will be $6.8 billion; PrivewaterhouseCoopers says it will be slightly more at $7 billion.

Mobile Advertising Growing Fast In Japan

The Dentsu Group tracks online advertising in three areas, search ads, mobile ads and fixed Internet ads such as banner, email, rich media and text advertisements.

Dentsu says that search spending accounted for 27 percent of Japan's online ad marketing in 2007, in the U.S. it was 40 percent and in the UK 60 percent. By 2010, Dentsu predicts search will reach 30 percent of Japanese online ad spending.

Dentsu estimates that Japan's mobile ad market grew by 42 percent in 2007. Mobile advertising is on track to remain the fastest-growing segment through 2010. Dentsu predicts double-digit growth for the whole Japanese online ad industry to 2011, when growth is estimated to slow to 9.6 percent.