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市場調查報告書

商品編碼

1747060

日本廣告市場報告（按類型（電視、印刷品（報紙和雜誌）、廣播、戶外、網際網路（搜尋、顯示、分類、影片）、移動、電影）和地區）2025-2033

Japan Advertising Market Report by Type (Television, Print (Newspaper and Magazine), Radio, Outdoor, Internet (Search, Display, Classified, Video), Mobile, Cinema), and Region 2025-2033

出版日期: 2025年06月02日 | 出版商:

IMARC | 英文 118 Pages | 商品交期: 5-7個工作天內

價格

簡介目錄

2024年，日本廣告市場規模達577億美元。展望未來， IMARC Group預計到2033年，市場規模將達到828億美元，2025-2033年期間的複合年成長率（CAGR）為3.9%。資料隱私意識的不斷增強、擴增實境（AR）和虛擬實境（VR）等創新技術的融合，共同打造沉浸式互動體驗，以及智慧型手機和平板電腦使用率的不斷提升，這些都是推動市場發展的關鍵因素。

廣告是企業用來向特定目標受眾推廣其產品、服務或理念的策略溝通方式。它涉及透過電視、平面媒體、數位平台和戶外廣告等各種管道創建和傳播具有說服力的訊息。與其他行銷策略相比，廣告更具成本效益，尤其是在接觸大量受眾的情況下。廣告有助於告知、說服或影響個人或群體採取預期行動，包括購買產品。廣告是企業脫穎而出、建立強大市場影響力的手段。廣告能夠吸引受眾的注意力，並傳達有關產品及其優勢的關鍵訊息。廣告有助於建立和強化品牌形象和品牌價值。廣告可以創造正向的品牌認知，進而提升個人忠誠度和信任度。廣告透過吸引新客戶並鼓勵現有客戶重複購買，從而提高公司的銷售額和獲利能力。廣告有助於深入了解個人的行為和偏好。廣告有利於企業瞄準新市場、新地區或新人群，促進業務擴張。由於它還允許公司根據數據進行調整以獲得更好的結果，日本對廣告的需求正在上升。

日本廣告市場趨勢：

數位轉型與電子商務成長

隨著網路普及率的提高和電子商務的擴張，廣告業的重點正轉向數位平台，對線上廣告、社群媒體行銷和影片內容的需求也日益高漲。根據電通公司於2024年2月發布的《日本廣告支出調查》顯示，2023年日本廣告支出總額達7.3167兆日圓（年增3.0%）。調查進一步指出，影片廣告年增15.9%，達到6,860億日元，是所有廣告類別中增幅最高的。其中，影片插播廣告支出達3,837億日圓，而影音外播廣告支出達3,022億日圓。調查顯示，預計2024年影片廣告支出將維持兩位數年增，達12.2%，達到7,697億日圓。調查結果顯示，日本廣告市場的成長受到網路廣告支出和促銷媒體廣告支出的推動，隨著日本社會的數位轉型，網路廣告支出持續成長，尤其是活動/展覽/螢幕顯示類別的廣告支出隨著人員流動的增加而增加。

重大技術進步

人工智慧 (AI)、資料分析和程式化廣告的廣泛應用有助於品牌更有效地定位受眾，從而提升廣告活動的個人化和覆蓋範圍。例如，今年 10 月，JR East Marketing & Communications Inc. (jeki) 與 Moving Walls Group 合作推出的基於展示的戶外廣告平台 MASTRUM 完成了第一階段約 34,000 塊螢幕的整合。 MASTRUM 是一個白標客製化的 DSP/SSP 平台，專為日本戶外廣告市場量身打造。它由全球戶外廣告企業軟體供應商 Moving Walls 提供支援。 MASTRUM 專注於“廣告成本效益視覺化”和“媒體交易自動化”，旨在成為日本最大的戶外媒體平台。未來，該平台計劃覆蓋超過 40 萬個戶外廣告網站。

不斷發展的影響力行銷和基於內容的策略

日本消費者往往更容易接受值得信賴的人物，這使得網紅成為重要的廣告媒介。許多品牌與 Instagram、Twitter 和 YouTube 等社交媒體平台上的網紅合作，以觸達目標人群，預計這將提升日本整體廣告市場的佔有率。這些網紅不僅是名人，也是在時尚、遊戲、旅遊和美妝等領域擁有忠實粉絲的小眾創作者。在日本市場，真實性備受推崇，網紅行銷能夠幫助品牌建立信任，並與消費者建立有機聯繫。此外，基於內容的廣告，例如品牌內容和故事敘述，在日本受眾中很能引起共鳴，他們更喜歡低調、引人入勝的廣告，而不是過於露骨的促銷訊息。

日本廣告市場細分：

類型洞察：

電視
印刷品（報紙和雜誌）
收音機
戶外的
網路（搜尋、展示、分類、影片）
移動的
電影

日本廣告市場新聞：

2024年7月，全球最大的播客公司Acast宣布與日本首屈一指的數位音訊廣告代理商Otonal Inc.建立合作關係。此次策略聯盟將進一步擴大Acast的全球影響力，透過提供創新且影響深遠的播客廣告解決方案，滿足日本廣告商和創作者日益成長的需求。
2023年4月，日本廣告和行銷巨頭博報堂宣佈在印度進行一項收購。該機構收購了獨立品牌代理集團MA&TH娛樂網路的多數股權，這一舉動意義重大，彰顯了其不僅要擴大在印度的業務，還要拓展其在內容和製作領域的影響力的雄心。

本報告回答的關鍵問題：

日本廣告市場迄今表現如何？未來幾年將如何表現？
新冠疫情對日本廣告市場有何影響？
日本廣告市場依類型分為哪些類型？
日本廣告市場的價值鏈分為哪些階段？
日本廣告業的主要促進因素和挑戰是什麼？
日本廣告市場的結構是怎麼樣的？主要參與者是誰？
日本廣告市場的競爭程度如何？

本報告回答的關鍵問題：

日本廣告市場迄今表現如何？未來幾年將如何表現？
新冠疫情對日本廣告市場有何影響？
日本廣告市場依類型分為哪些類型？
日本廣告市場的價值鏈分為哪些階段？
日本廣告業的主要促進因素和挑戰是什麼？
日本廣告市場的結構是怎麼樣的？主要參與者是誰？
日本廣告市場的競爭程度如何？

Japan advertising market size reached USD 57.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 82.8 Billion by 2033, exhibiting a growth rate (CAGR) of 3.9% during 2025-2033. The growing awareness about data privacy issues, incorporation of innovative technologies like augmented reality (AR) and virtual reality (VR) to create immersive and interactive experiences, and rising utilization of smartphones and tablets represent some of the key factors driving the market.

Advertising is a strategic communication process used by organizations to promote their products, services, or ideas to a specific target audience. It involves the creation and dissemination of persuasive messages through various channels, such as television, print media, digital platforms, and outdoor advertising. It is cost-effective as compared to other marketing strategies, especially when reaching a large audience. It helps to inform, persuade, or influence individuals or groups to take a desired action, which can include purchasing a product. It serves as a means for companies to differentiate themselves and establish a strong market presence. It captures the attention of the audience and conveys key information about a product and its benefits. It helps in building and strengthening the identity and equity of a brand. It can create a positive perception of a brand, which assists in enhancing loyalty and trust among individuals. It increases the sales and profitability of a company by attracting new people and encouraging existing ones to make repeat purchases. It aids in providing valuable insights into the behavior and preferences of individuals. It is beneficial in targeting new markets, regions, or demographics, facilitating expansion of an organization. As it also allows companies in making data-driven adjustments for enhanced outcomes, the demand for advertising is rising in Japan.

Japan Advertising Market Trends:

Rising Digital Transformation and E-commerce Growth

Increased internet penetration and e-commerce expansion are shifting the focus of the advertising industry toward digital platforms, with high demand for online ads, social media marketing, and video content. In line with this, the survey titled "Advertising Expenditures in Japan," published by Dentsu on in February, 2024, advertising expenditures in Japan totaled 7,316.7 Billion Yen (up 3.0% year on year) in 2023. The survey further highlights video advertisements grew 15.9% year on year to 686.0 Billion Yen, the highest growth rate among all ad categories. Instream advertising amounted to 383.7 Billion Yen, while outstream advertising totaled 302.2 Billion Yen. In 2024, video advertisements are forecast to maintain double-digit growth of 12.2% year on year, reaching 769.7 Billion Yen, as per the survey. The survey concludes that the growth of Japan's advertising market was spurred by Internet advertising expenditures, which have continued to rise amid the ongoing digital transformation of the Japanese society, and promotional media advertising expenditures, particularly in the category of events/exhibitions/screen displays, for which expenditures rose as the movement of people increased.

Significant Technological Advancements

The widespread adoption of artificial intelligence (AI), data analytics, and programmatic advertising helps brands target audiences more effectively, improving campaign personalization and reach. For instance, in October, MASTRUM, the impression based DOOH advertising platform launched by JR East Marketing & Communications Inc. (jeki) in partnership with Moving Walls Group earlier this year completed the integration of about 34,000 screens as part of its first phase. MASTRUM is a white-labeled, customized DSP/SSP platform tailored to the Japanese OOH advertising market. It is powered by Moving Walls, the global OOH enterprise software provider. With a focus on "visualization of advertising cost-effectiveness" and "automation of media transactions," MASTRUM is set to be the largest OOH media platform in Japan. More than 400,000 OOH sites are planned to be on the platform in the future.

Growing Influencer Marketing and Content-Based Strategies

Japanese consumers tend to be highly receptive to trusted personalities, making influencers a key advertising medium. Many brands partner with influencers on social media platforms like Instagram, Twitter, and YouTube to reach their target demographics, which is expected to increase the overall Japan advertising market share. These influencers are not only celebrities but also niche creators who have loyal followings in categories like fashion, gaming, travel, and beauty. Authenticity is highly valued in the Japanese market, and influencer marketing enables brands to build trust and create organic connections with consumers. Additionally, content-based advertising, such as branded content and storytelling, resonates well with Japanese audiences, who prefer subtle, engaging ads over overtly promotional messages.

Japan Advertising Market Segmentation:

Type Insights:

Television
Print (Newspaper and Magazine)
Radio
Outdoor
Internet (Search, Display, Classified, Video)
Mobile
Cinema

Competitive Landscape:

The report has also provided a comprehensive analysis of the competitive landscape in the Japan advertising market. Competitive analysis such as market structure, market share by key players, player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Some of the companies covered include:

ADK Holdings Inc
CyberAgent, Inc.
Daiko Advertising Inc.
Dentsu Inc.
Hakuhodo Inc
Kesion Co., Ltd

Japan Advertising Market News:

In July 2024, Acast, the world's largest podcast company, announced its partnership with Japan's premier digital audio advertising agency, Otonal Inc. This strategic alliance will further amplify Acast's global footprint, meeting the surging demands from advertisers and creators in Japan by providing innovative and far-reaching podcast advertising solutions.
In April 2023, Hakuhodo, the Japanese advertising and marketing behemoth, announced an acquisition in India. The agency's majority stake in independent brand agency group MA&TH Entertainment Network was a significant play revealing an ambition to not only expand its presence in India but also its footprint within the content and production space.

Key Questions Answered in This Report:

How has the Japan advertising market performed so far and how will it perform in the coming years?
What has been the impact of COVID-19 on the Japan advertising market?
What is the breakup of the Japan advertising market on the basis of type?
What are the various stages in the value chain of the Japan advertising market?
What are the key driving factors and challenges in the Japan advertising s?
What is the structure of the Japan advertising market and who are the key players?
What is the degree of competition in the Japan advertising market?

1 Preface

2 Scope and Methodology

2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
- 2.3.1 Primary Sources
- 2.3.2 Secondary Sources
2.4 Market Estimation
- 2.4.1 Bottom-Up Approach
- 2.4.2 Top-Down Approach
2.5 Forecasting Methodology

3 Executive Summary

4 Japan Advertising Market - Introduction

4.1 Overview
4.2 Market Dynamics
4.3 Industry Trends
4.4 Competitive Intelligence

5 Japan Advertising Market Landscape

5.1 Historical and Current Market Trends (2019-2024)
5.2 Market Forecast (2025-2033)

6 Japan Advertising Market - Breakup by Type

6.1 Television
- 6.1.1 Overview
- 6.1.2 Historical and Current Market Trends (2019-2024)
- 6.1.3 Market Forecast (2025-2033)
6.2 Print (Newspaper and Magazine)
- 6.2.1 Overview
- 6.2.2 Historical and Current Market Trends (2019-2024)
- 6.2.3 Market Forecast (2025-2033)
6.3 Radio
- 6.3.1 Overview
- 6.3.2 Historical and Current Market Trends (2019-2024)
- 6.3.3 Market Forecast (2025-2033)
6.4 Outdoor
- 6.4.1 Overview
- 6.4.2 Historical and Current Market Trends (2019-2024)
- 6.4.3 Market Forecast (2025-2033)
6.5 Internet (Search, Display, Classified, Video)
- 6.5.1 Overview
- 6.5.2 Historical and Current Market Trends (2019-2024)
- 6.5.3 Market Forecast (2025-2033)
6.6 Mobile
- 6.6.1 Overview
- 6.6.2 Historical and Current Market Trends (2019-2024)
- 6.6.3 Market Forecast (2025-2033)
6.7 Cinema
- 6.7.1 Overview
- 6.7.2 Historical and Current Market Trends (2019-2024)
- 6.7.3 Market Forecast (2025-2033)

7 Japan Advertising Market - Competitive Landscape

7.1 Overview
7.2 Market Structure
7.3 Market Player Positioning
7.4 Top Winning Strategies
7.5 Competitive Dashboard
7.6 Company Evaluation Quadrant

8 Profiles of Key Players

8.1 ADK Holdings Inc
- 8.1.1 Business Overview
- 8.1.2 Product Portfolio
- 8.1.3 Business Strategies
- 8.1.4 SWOT Analysis
- 8.1.5 Major News and Events
8.2 CyberAgent, Inc.
- 8.2.1 Business Overview
- 8.2.2 Product Portfolio
- 8.2.3 Business Strategies
- 8.2.4 SWOT Analysis
- 8.2.5 Major News and Events
8.3 Daiko Advertising Inc.
- 8.3.1 Business Overview
- 8.3.2 Product Portfolio
- 8.3.3 Business Strategies
- 8.3.4 SWOT Analysis
- 8.3.5 Major News and Events
8.4 Dentsu Inc.
- 8.4.1 Business Overview
- 8.4.2 Product Portfolio
- 8.4.3 Business Strategies
- 8.4.4 SWOT Analysis
- 8.4.5 Major News and Events
8.5 Hakuhodo Inc
- 8.5.1 Business Overview
- 8.5.2 Product Portfolio
- 8.5.3 Business Strategies
- 8.5.4 SWOT Analysis
- 8.5.5 Major News and Events
8.6 Kesion Co., Ltd
- 8.6.1 Business Overview
- 8.6.2 Product Portfolio
- 8.6.3 Business Strategies
- 8.6.4 SWOT Analysis
- 8.6.5 Major News and Events

9 Japan Advertising Market - Industry Analysis

9.1 Drivers, Restraints, and Opportunities
- 9.1.1 Overview
- 9.1.2 Drivers
- 9.1.3 Restraints
- 9.1.4 Opportunities
9.2 Porters Five Forces Analysis
- 9.2.1 Overview
- 9.2.2 Bargaining Power of Buyers
- 9.2.3 Bargaining Power of Suppliers
- 9.2.4 Degree of Competition
- 9.2.5 Threat of New Entrants
- 9.2.6 Threat of Substitutes
9.3 Value Chain Analysis