paidContent 50: The world’s most successful digital media companies

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14. Dentsu

Advertising, Japan (Public)

Last year’s rank: N/A

Digital Content Revenue

$2,891,558,218 (12% of total)


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Digital Snapshot

As well as its own activities selling digital ads within its multi-media group, 20,000-employee behemoth Dentsu is Facebook’s official ad sales partner in Japan, with exclusive rights to create Facebook Pages for brands. It also sells and creates iAds in the country through a special Apple relationship.

Key Move

Buying Aegis Media, which owns the digital-focused agencies iProspect and Isobar, for £3.2 billion (20 times earnings) is designed to grow Dentsu’s footprint outside Japan and in digital. That followed the creation of a Singapore digital agency, Dentsu Mobius.

Our Methodology

AdAge in 2009 estimated Dentsu’s 2008 digital revenue at 6.8 percent of total. Then, in Apr 2011 it reported: “At McGarryBowen, an ad agency owned by Dentsu Inc., digital accounted for an estimated 24% of 2010 revenue, up from 20% in 2009.” Also based on rival agencies’ disclosures, we directionally estimate Dentsu now is making around 12 percent of its disclosed revenue (¥1893055000000) from digital.

Source: AdAge estimate and report

– RA

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