The World: Tokyo - New link-up to focus on Asian internet ad market

Dentsu is linking up with the New York-based 24/7 Real Media to establish a holding company to capitalise on the expansion of search-engine marketing in Asia.

This initiative aims to build an initial joint venture between the two companies, which were established in September last year, and comes in the wake of high growth forecasts for the SEM market in several Asian countries, including China, South Korea, Taiwan, Thailand and India.

The new entity will open in mid-November and will roll out local operations in a number of key markets.

Dentsu and 24/7 estimate that the internet ad market in Asia is about half the size of the Japanese market, but they believe it will grow significantly in the coming years.