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市場調查報告書

商品編碼

1747113

日本數位戶外廣告市場規模、佔有率、趨勢及預測（按格式類型、應用、最終用途產業和地區），2025 年至 2033 年

Japan Digital OOH Advertising Market Size, Share, Trends and Forecast by Format Type, Application, End Use Industry, and Region, 2025-2033

出版日期: 2025年06月02日 | 出版商:

IMARC | 英文 121 Pages | 商品交期: 5-7個工作天內

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簡介目錄

2024年，日本數位戶外廣告市場規模達12.715億美元。展望未來， IMARC Group預計到2033年，該市場規模將達到30.751億美元，2025-2033年期間的複合年成長率（CAGR）為10.31%。日本數位戶外廣告市場之所以蓬勃發展，是因為市場對互動式和體驗式廣告的需求不斷成長，程序化廣告在即時定位和效率方面的應用日益普及，以及擴增實境（AR）和自動化廣告空間交易平台等先進技術的融合。

日本數位戶外廣告市場趨勢：

互動式和體驗式廣告日益流行

互動式和體驗式廣告需求的不斷成長是推動日本數位戶外廣告 (OOH) 市場發展的關鍵因素。現代人追求的不僅是被動的廣告，他們更希望參與其中，獲得娛樂，並沉浸在品牌體驗中。互動式數位顯示器、擴增實境 (AR) 裝置和觸控螢幕介面使人們能夠更動態地與廣告互動。這種廣告形式不僅能吸引眼球，還能在個人與品牌之間建立更強的情感連結。作為一個以科技為導向、歡迎先進創新的國家，日本正擁抱這一趨勢。體驗式廣告因其打造令人難忘的品牌體驗、邀請客戶參與活動、拍照或與周圍環境互動而備受青睞。這種向互動性的轉變增強了數位戶外廣告的影響力，並提高了參與度，從而推動了對這種廣告形式的需求成長。 2025 年，日本航空與利物浦足球俱樂部合作，推出了「You Mean the World」活動，並融入了足球明星 3D 掃描等數位戶外元素。這項活動由 Jellyfish 策劃，旨在彰顯日本航空「以誠待客」 (omotenashi) 的精神，以卓越的服務和熱情好客的理念激勵旅客。

程序化廣告的興起

程序化廣告的成長是日本數位戶外廣告市場擴張的重要因素。程序化廣告促進了廣告空間的即時自動化買賣，利用資料和演算法來增強廣告投放和精準定位。這項技術使廣告主能夠根據受眾行為、天氣狀況、一天中的時間以及各種情境因素調整其廣告活動，確保廣告在最合適的時間顯示給最合適的受眾。程序化廣告透過最佳化廣告購買流程和提高定位效率，增強了數位戶外廣告活動的成功率。隨著越來越多的廣告商認知到程序化解決方案在增強其行銷策略方面的優勢，對數位戶外廣告空間的需求也日益成長。這種向程式化廣告的轉變正在改變數位戶外廣告的領域，增強了其可近性和靈活性，以滿足各種廣告需求。 2023年，Moving Walls與jeki合作，在日本推出了一個戶外廣告自動化平台「MASTRUM」。該平台實現了高效的程序化數位戶外廣告、廣告位交易和廣告活動評估，旨在擴大jeki的媒體覆蓋範圍。此次合作旨在打造一個覆蓋日本的大型戶外廣告市場，利用第一方資料實現更優的規劃與成效。

日本數位戶外廣告市場細分：

格式類型洞察：

數位廣告看板
影片廣告
環境廣告
其他

應用程式洞察：

戶外的
室內的

最終用途行業洞察：

零售
娛樂
銀行業
運輸
教育
其他

競爭格局：

市場研究報告也對競爭格局進行了全面的分析。報告涵蓋了市場結構、關鍵參與者定位、最佳制勝策略、競爭儀錶板和公司評估象限等競爭分析。此外，報告還提供了所有主要公司的詳細資料。

本報告回答的關鍵問題：

日本數位戶外廣告市場目前表現如何？未來幾年將如何表現？
日本數位戶外廣告市場如何按格式類型分類？
日本數位戶外廣告市場按應用程式分類的狀況如何？
根據最終用途產業，日本數位戶外廣告市場是如何分類的？
日本數位戶外廣告市場按地區分類的狀況如何？
日本數位戶外廣告市場的價值鏈分為哪些階段？
日本數位戶外廣告市場的主要促進因素和挑戰是什麼？
日本數位戶外廣告市場的結構是怎麼樣的？主要參與者有哪些？
日本數位戶外廣告市場的競爭程度如何？

本報告回答的關鍵問題：

日本數位戶外廣告市場目前表現如何？未來幾年將如何表現？
日本數位戶外廣告市場如何按格式類型分類？
日本數位戶外廣告市場按應用程式分類的狀況如何？
根據最終用途產業，日本數位戶外廣告市場是如何分類的？
日本數位戶外廣告市場按地區分類的狀況如何？
日本數位戶外廣告市場的價值鏈分為哪些階段？
日本數位戶外廣告市場的主要促進因素和挑戰是什麼？
日本數位戶外廣告市場的結構是怎麼樣的？主要參與者有哪些？
日本數位戶外廣告市場的競爭程度如何？

The Japan digital OOH advertising market size reached USD 1,271.5 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 3,075.1 Million by 2033, exhibiting a growth rate (CAGR) of 10.31% during 2025-2033. The Japan digital OOH market is growing because of the rising demand for interactive and experiential advertising, increasing adoption of programmatic advertising for real-time targeting and efficiency, and the integration of advanced technologies like augmented reality (AR) and automated ad space trading platforms.

Japan Digital OOH Advertising Market Trends:

Growing Popularity of Interactive and Experiential Advertising

The rising demand for interactive and experiential advertising is a critical factor bolstering the digital out-of-home (OOH) market in Japan. Modern individuals seek more than just passive advertising and want to be engaged, entertained, and immersed in the brand experience. Interactive digital displays, augmented reality (AR) setups, and touchscreen interfaces enable individuals to interact with advertisements more dynamically. This form of advertising not only attracts attention but also cultivates stronger emotional bonds between individuals and brands. As a technology-oriented country that welcomes advanced innovation, Japan is embracing this trend. Experiential advertising is favored for crafting unforgettable brand experiences, inviting clients to engage in activities, snap photos, or interact with their surroundings. This transition to interactivity enhances the impact of digital OOH ads and fosters greater engagement levels, resulting in a rise in the demand for this advertising format. In 2025, Japan Airlines launched the "You Mean the World" campaign, partnering with Liverpool FC and featuring digital OOH elements with 3D scans of football stars. Created by Jellyfish, the campaign highlights Japan Airlines' spirit of omotenashi. It aims to inspire travelers with a message of exceptional service and hospitality.

Rise of Programmatic Advertising

The growth of programmatic advertising is a significant factor in the expansion of digital OOH market in Japan. Programmatic advertising facilitates the automated purchase and sale of ad space in real-time, utilizing data and algorithms to enhance ad placement and targeting. This technology allows advertisers to modify their campaigns according to audience behavior, weather conditions, time of day, and various contextual factors, making sure that ads are displayed to the most suitable audience at the ideal time. Programmatic advertising enhances the success of digital OOH campaigns by optimizing the ad-buying process and refining targeting efficiency. As an increasing number of advertisers acknowledge the benefits of programmatic solutions in enhancing their marketing tactics, the need for digital OOH spaces is growing. This transition to programmatic advertising is transforming the realm of digital OOH, enhancing its accessibility and flexibility for various advertising requirements. In 2023, Moving Walls partnered with jeki to launch 'MASTRUM,' an automated platform for OOH advertising in Japan. The platform enabled efficient programmatic digital OOH advertising, ad space trading, and campaign measurement, aiming to expand jeki's media scope. The collaboration aimed to create a large OOH marketplace across Japan, leveraging first-party data for better planning and effectiveness.

Japan Digital OOH Advertising Market Segmentation:

Format Type Insights:

Digital Billboards
Video Advertising
Ambient Advertising
Others

Application Insights:

Outdoor
Indoor

End Use Industry Insights:

Retail
Recreation
Banking
Transportation
Education
Others

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key 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.

Key Questions Answered in This Report:

How has the Japan digital OOH advertising market performed so far and how will it perform in the coming years?
What is the breakup of the Japan digital OOH advertising market on the basis of format type?
What is the breakup of the Japan digital OOH advertising market on the basis of application?
What is the breakup of the Japan digital OOH advertising market on the basis of end use industry?
What is the breakup of the Japan digital OOH advertising market on the basis of region?
What are the various stages in the value chain of the Japan digital OOH advertising market?
What are the key driving factors and challenges in the Japan digital OOH advertising market?
What is the structure of the Japan digital OOH advertising market and who are the key players?
What is the degree of competition in the Japan digital OOH 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 Digital OOH Advertising Market - Introduction

4.1 Overview
4.2 Market Dynamics
4.3 Industry Trends
4.4 Competitive Intelligence

5 Japan Digital OOH Advertising Market Landscape

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

6 Japan Digital OOH Advertising Market - Breakup by Format Type

6.1 Digital Billboards
- 6.1.1 Overview
- 6.1.2 Historical and Current Market Trends (2019-2024)
- 6.1.3 Market Forecast (2025-2033)
6.2 Video Advertising
- 6.2.1 Overview
- 6.2.2 Historical and Current Market Trends (2019-2024)
- 6.2.3 Market Forecast (2025-2033)
6.3 Ambient Advertising
- 6.3.1 Overview
- 6.3.2 Historical and Current Market Trends (2019-2024)
- 6.3.3 Market Forecast (2025-2033)
6.4 Others
- 6.4.1 Historical and Current Market Trends (2019-2024)
- 6.4.2 Market Forecast (2025-2033)

7 Japan Digital OOH Advertising Market - Breakup by Application

7.1 Outdoor
- 7.1.1 Overview
- 7.1.2 Historical and Current Market Trends (2019-2024)
- 7.1.3 Market Forecast (2025-2033)
7.2 Indoor
- 7.2.1 Overview
- 7.2.2 Historical and Current Market Trends (2019-2024)
- 7.2.3 Market Forecast (2025-2033)

8 Japan Digital OOH Advertising Market - Breakup by End Use Industry

8.1 Retail
- 8.1.1 Overview
- 8.1.2 Historical and Current Market Trends (2019-2024)
- 8.1.3 Market Forecast (2025-2033)
8.2 Recreation
- 8.2.1 Overview
- 8.2.2 Historical and Current Market Trends (2019-2024)
- 8.2.3 Market Forecast (2025-2033)
8.3 Banking
- 8.3.1 Overview
- 8.3.2 Historical and Current Market Trends (2019-2024)
- 8.3.3 Market Forecast (2025-2033)
8.4 Transportation
- 8.4.1 Overview
- 8.4.2 Historical and Current Market Trends (2019-2024)
- 8.4.3 Market Forecast (2025-2033)
8.5 Education
- 8.5.1 Overview
- 8.5.2 Historical and Current Market Trends (2019-2024)
- 8.5.3 Market Forecast (2025-2033)
8.6 Others
- 8.6.1 Historical and Current Market Trends (2019-2024)
- 8.6.2 Market Forecast (2025-2033)

9 Japan Digital OOH Advertising Market - Competitive Landscape

9.1 Overview
9.2 Market Structure
9.3 Market Player Positioning
9.4 Top Winning Strategies
9.5 Competitive Dashboard
9.6 Company Evaluation Quadrant

10 Profiles of Key Players

10.1 Company A
- 10.1.1 Business Overview
- 10.1.2 Services Offered
- 10.1.3 Business Strategies
- 10.1.4 SWOT Analysis
- 10.1.5 Major News and Events
10.2 Company B
- 10.2.1 Business Overview
- 10.2.2 Services Offered
- 10.2.3 Business Strategies
- 10.2.4 SWOT Analysis
- 10.2.5 Major News and Events
10.3 Company C
- 10.3.1 Business Overview
- 10.3.2 Services Offered
- 10.3.3 Business Strategies
- 10.3.4 SWOT Analysis
- 10.3.5 Major News and Events
10.4 Company D
- 10.4.1 Business Overview
- 10.4.2 Services Offered
- 10.4.3 Business Strategies
- 10.4.4 SWOT Analysis
- 10.4.5 Major News and Events
10.5 Company E
- 10.5.1 Business Overview
- 10.5.2 Services Offered
- 10.5.3 Business Strategies
- 10.5.4 SWOT Analysis
- 10.5.5 Major News and Events

11 Japan Digital OOH Advertising Market - Industry Analysis

11.1 Drivers, Restraints, and Opportunities
- 11.1.1 Overview
- 11.1.2 Drivers
- 11.1.3 Restraints
- 11.1.4 Opportunities
11.2 Porters Five Forces Analysis
- 11.2.1 Overview
- 11.2.2 Bargaining Power of Buyers
- 11.2.3 Bargaining Power of Suppliers
- 11.2.4 Degree of Competition
- 11.2.5 Threat of New Entrants
- 11.2.6 Threat of Substitutes
11.3 Value Chain Analysis