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封面
市場調查報告書
商品編碼
1922688

日本廣告市場報告：按類型和地區分類 2026-2034 年

Japan Advertising Market Report by Type (Television, Print (Newspaper and Magazine), Radio, Outdoor, Internet (Search, Display, Classified, Video), Mobile, Cinema), and Region 2026-2034
出版日期: | 出版商: IMARC | 英文 116 Pages | 商品交期: 5-7個工作天內

價格
簡介目錄

日本廣告市場在2025年達到600億美元。展望未來，IMARC Group預測，到2034年，該市場將達到831億美元，2026年至2034年的複合年成長率為3.70%。推動市場成長的關鍵因素包括：人們對資料隱私問題的日益關注、採用擴增擴增實境（AR）和虛擬實境（VR）等創新技術來創造身臨其境型和互動式體驗，以及智慧型手機和平板電腦的日益普及。

廣告是一種策略性溝通方式，企業利用這種方式向特定目標受眾推廣其產品、服務和理念。它涉及透過各種管道（包括電視、印刷媒體、數位平台和戶外廣告）創建和傳播具有說服力的訊息。與其他行銷策略相比，廣告成本效益高，尤其是在接觸大規模受眾時。廣告有助於告知、說服和影響個人和群體採取期望的行動，例如購買產品。它使企業能夠脫穎而出，並在市場中建立強大的地位。廣告能夠吸引目標受眾的注意力，並傳達有關產品及其優勢的重要訊息。它有助於建立和加強品牌形象和品牌價值。它有助於建立積極的品牌形象，並培養個人忠誠度和信任度。它透過吸引新客戶和鼓勵現有客戶重複購買，提高企業的銷售額和盈利。它有助於深入了解個人行為和偏好。廣告有助於開拓新市場、新地區或新人群，進而促進企業擴張。在日本，廣告需求也在不斷成長，因為它使企業能夠根據數據進行調整，從而改善業績。

日本廣告市場趨勢：

數位轉型和電子商務的成長

隨著網路普及率的提高和電子商務的蓬勃發展，廣告業的重點正轉向數位平台。對網路廣告、社群媒體行銷和影片內容的需求日益成長。根據電通於2024年2月發布的《日本廣告支出調查》顯示，預計2023年日本廣告總支出將達到7,3167億日圓（較上年增加3.0%）。調查也顯示，影片廣告在所有廣告類別中增速最高，較去年同期成長15.9%，達到6,860億日圓。串流內廣告支出為3,837億日圓，插播外廣告支出為3,022億日圓。預計2024年影片廣告將維持兩位數成長，年增12.2%，達到7697億日圓。調查結果顯示，日本廣告市場的成長是由日本社會日益數位化背景下網路廣告支出的持續成長以及由於人口流動性增強而導致的活動、展覽和螢幕展示等促銷媒體支出增加所驅動的。

技術創新方面的進步

人工智慧 (AI)、數據分析和程式化廣告的普及，使品牌更有效地觸及目標受眾，提升宣傳活動的個人化程度和覆蓋範圍。例如，今年10月，JR東日本市場傳播株式會社（jeki）與Moving Walls集團合作推出了基於廣告曝光率的DOOH廣告平台MASTRUM。 MASTRUM已完成第一階段的整合，覆蓋約34,000塊螢幕。 MASTRUM是白牌客製化的DSP/SSP平台，專注於日本戶外廣告市場。它採用了全球戶外企業軟體供應商Moving Walls的技術。 MASTRUM專注於“視覺化廣告支出回報”和“自動化媒體交易”，並有望成為日本最大的戶外媒體平台。未來計畫將超過40萬個戶外廣告位整合到該平台中。

影響者行銷和內容行銷策略的成長

在日本，網紅已成為重要的廣告媒介，因為日本消費者極易受到值得信賴的人物的影響。許多品牌與Instagram、Twitter和YouTube等社群媒體平台上的網紅合作，以觸達目標受眾，預計將擴大其在日本整體廣告市場的佔有率。這些網紅不僅包括名人，還包括在時尚、遊戲、旅遊和美容等領域擁有忠實粉絲的垂直領域創作者。真實性在日本市場備受推崇，而網紅行銷能夠幫助品牌與消費者建立信任，並建立自然的連結。此外，內容型廣告，例如品牌內容和故事敘述，能夠引起日本消費者的強烈共鳴，他們更傾向於巧妙而引人入勝的廣告，而非直白的促銷訊息。

本報告解答的關鍵問題

  • 日本廣告市場目前發展狀況如何？您認為未來幾年它將如何發展？
  • 新冠疫情對日本廣告市場感染疾病了哪些影響？
  • 日本廣告市場按類型分類是怎樣的？
  • 日本廣告市場價值鏈的不同階段有哪些？
  • 日本廣告市場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？主要參與者有哪些？
  • 日本廣告市場競爭有多激烈？

目錄

第1章：序言

第2章：調查範圍與調查方法

  • 調查目標
  • 相關利益者
  • 數據來源
  • 市場估值
  • 調查方法

第3章執行摘要

第4章：日本廣告市場－引言

  • 概述
  • 市場動態
  • 產業趨勢
  • 競爭資訊

第5章 日本廣告市場概覽

  • 過去和當前的市場趨勢（2020-2025）
  • 市場預測（2026-2034）

第6章 日本廣告市場－依媒體細分

  • 電視機
  • 印刷媒體（報紙和雜誌）
  • 收音機
  • 戶外廣告
  • 網路（搜尋、展示廣告、分類廣告、影片）
  • 移動的
  • 電影院

第7章 日本廣告市場：依地區分類

  • 關東地區
  • 關西、近畿地區
  • 中部地區
  • 九州和沖繩地區
  • 東北部地區
  • 中國地區
  • 北海道地區
  • 四國地區

第8章：日本廣告市場：競爭格局

  • 概述
  • 市場結構
  • 市場公司定位
  • 關鍵成功策略
  • 競爭對手儀錶板
  • 企業估值象限

第9章主要企業簡介

第10章：日本廣告市場：產業分析

  • 促進因素、限制因素和機遇
  • 波特五力分析
  • 價值鏈分析

第11章附錄

簡介目錄
Product Code: SR112026A19694

Japan advertising market size reached USD 60.0 Billion in 2025. Looking forward, IMARC Group expects the market to reach USD 83.1 Billion by 2034, exhibiting a growth rate (CAGR) of 3.70% during 2026-2034. 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.

Access the full market insights report Request Sample

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:

  • To get detailed segment analysis of this market Request Sample
  • Television
  • Print (Newspaper and Magazine)
  • Radio
  • Outdoor
  • Internet (Search, Display, Classified, Video)
  • Mobile
  • Cinema
  • Television
  • Print (Newspaper and Magazine)
  • Radio
  • Outdoor
  • Internet (Search, Display, Classified, Video)
  • Mobile
  • Cinema

Regional Insights:

  • To get detailed regional analysis of this market Request Sample
  • Kanto Region
  • Kansai/Kinki Region
  • Central/ Chubu Region
  • Kyushu-Okinawa Region
  • Tohoku Region
  • Chugoku Region
  • Hokkaido Region
  • Shikoku Region
  • Kanto Region
  • Kansai/Kinki Region
  • Central/ Chubu Region
  • Kyushu-Okinawa Region
  • Tohoku Region
  • Chugoku Region
  • Hokkaido Region
  • Shikoku Region
  • The report has also provided a comprehensive analysis of all the major regional markets, which include Kanto Region, Kansai/Kinki Region, Central/ Chubu Region, Kyushu-Okinawa Region, Tohoku Region, Chugoku Region, Hokkaido Region, and Shikoku Region.

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:

  • 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?

Table of Contents

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 (2020-2025)
  • 5.2 Market Forecast (2026-2034)

6 Japan Advertising Market - Breakup by Type

  • 6.1 Television
    • 6.1.1 Overview
    • 6.1.2 Historical and Current Market Trends (2020-2025)
    • 6.1.3 Market Forecast (2026-2034)
  • 6.2 Print (Newspaper and Magazine)
    • 6.2.1 Overview
    • 6.2.2 Historical and Current Market Trends (2020-2025)
    • 6.2.3 Market Forecast (2026-2034)
  • 6.3 Radio
    • 6.3.1 Overview
    • 6.3.2 Historical and Current Market Trends (2020-2025)
    • 6.3.3 Market Forecast (2026-2034)
  • 6.4 Outdoor
    • 6.4.1 Overview
    • 6.4.2 Historical and Current Market Trends (2020-2025)
    • 6.4.3 Market Forecast (2026-2034)
  • 6.5 Internet (Search, Display, Classified, Video)
    • 6.5.1 Overview
    • 6.5.2 Historical and Current Market Trends (2020-2025)
    • 6.5.3 Market Forecast (2026-2034)
  • 6.6 Mobile
    • 6.6.1 Overview
    • 6.6.2 Historical and Current Market Trends (2020-2025)
    • 6.6.3 Market Forecast (2026-2034)
  • 6.7 Cinema
    • 6.7.1 Overview
    • 6.7.2 Historical and Current Market Trends (2020-2025)
    • 6.7.3 Market Forecast (2026-2034)

7 Japan Advertising Market - Breakup by Region

  • 7.1 Kanto Region
    • 7.1.1 Overview
    • 7.1.2 Historical and Current Market Trends (2020-2025)
    • 7.1.3 Market Breakup by Type
    • 7.1.4 Key Players
    • 7.1.5 Market Forecast (2026-2034)
  • 7.2 Kansai/Kinki Region
    • 7.2.1 Overview
    • 7.2.2 Historical and Current Market Trends (2020-2025)
    • 7.2.3 Market Breakup by Type
    • 7.2.4 Key Players
    • 7.2.5 Market Forecast (2026-2034)
  • 7.3 Central/ Chubu Region
    • 7.3.1 Overview
    • 7.3.2 Historical and Current Market Trends (2020-2025)
    • 7.3.3 Market Breakup by Type
    • 7.3.4 Key Players
    • 7.3.5 Market Forecast (2026-2034)
  • 7.4 Kyushu-Okinawa Region
    • 7.4.1 Overview
    • 7.4.2 Historical and Current Market Trends (2020-2025)
    • 7.4.3 Market Breakup by Type
    • 7.4.4 Key Players
    • 7.4.5 Market Forecast (2026-2034)
  • 7.5 Tohoku Region
    • 7.5.1 Overview
    • 7.5.2 Historical and Current Market Trends (2020-2025)
    • 7.5.3 Market Breakup by Type
    • 7.5.4 Key Players
    • 7.5.5 Market Forecast (2026-2034)
  • 7.6 Chugoku Region
    • 7.6.1 Overview
    • 7.6.2 Historical and Current Market Trends (2020-2025)
    • 7.6.3 Market Breakup by Type
    • 7.6.4 Key Players
    • 7.6.5 Market Forecast (2026-2034)
  • 7.7 Hokkaido Region
    • 7.7.1 Overview
    • 7.7.2 Historical and Current Market Trends (2020-2025)
    • 7.7.3 Market Breakup by Type
    • 7.7.4 Key Players
    • 7.7.5 Market Forecast (2026-2034)
  • 7.8 Shikoku Region
    • 7.8.1 Overview
    • 7.8.2 Historical and Current Market Trends (2020-2025)
    • 7.8.3 Market Breakup by Type
    • 7.8.4 Key Players
    • 7.8.5 Market Forecast (2026-2034)

8 Japan Advertising Market - Competitive Landscape

  • 8.1 Overview
  • 8.2 Market Structure
  • 8.3 Market Player Positioning
  • 8.4 Top Winning Strategies
  • 8.5 Competitive Dashboard
  • 8.6 Company Evaluation Quadrant

9 Profiles of Key Players

  • 9.1 ADK Holdings Inc
    • 9.1.1 Business Overview
    • 9.1.2 Product Portfolio
    • 9.1.3 Business Strategies
    • 9.1.4 SWOT Analysis
    • 9.1.5 Major News and Events
  • 9.2 CyberAgent, Inc.
    • 9.2.1 Business Overview
    • 9.2.2 Product Portfolio
    • 9.2.3 Business Strategies
    • 9.2.4 SWOT Analysis
    • 9.2.5 Major News and Events
  • 9.3 Daiko Advertising Inc.
    • 9.3.1 Business Overview
    • 9.3.2 Product Portfolio
    • 9.3.3 Business Strategies
    • 9.3.4 SWOT Analysis
    • 9.3.5 Major News and Events
  • 9.4 Dentsu Inc.
    • 9.4.1 Business Overview
    • 9.4.2 Product Portfolio
    • 9.4.3 Business Strategies
    • 9.4.4 SWOT Analysis
    • 9.4.5 Major News and Events
  • 9.5 Hakuhodo Inc
    • 9.5.1 Business Overview
    • 9.5.2 Product Portfolio
    • 9.5.3 Business Strategies
    • 9.5.4 SWOT Analysis
    • 9.5.5 Major News and Events
  • 9.6 Kesion Co., Ltd
    • 9.6.1 Business Overview
    • 9.6.2 Product Portfolio
    • 9.6.3 Business Strategies
    • 9.6.4 SWOT Analysis
    • 9.6.5 Major News and Events

10 Japan Advertising Market - Industry Analysis

  • 10.1 Drivers, Restraints, and Opportunities
    • 10.1.1 Overview
    • 10.1.2 Drivers
    • 10.1.3 Restraints
    • 10.1.4 Opportunities
  • 10.2 Porters Five Forces Analysis
    • 10.2.1 Overview
    • 10.2.2 Bargaining Power of Buyers
    • 10.2.3 Bargaining Power of Suppliers
    • 10.2.4 Degree of Competition
    • 10.2.5 Threat of New Entrants
    • 10.2.6 Threat of Substitutes
  • 10.3 Value Chain Analysis

11 Appendix