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1922765

日本戶外廣告（OOH）市場規模、佔有率、趨勢及預測（按類型、產品類型、應用程式、最終用戶和地區分類），2026-2034年

Japan Out-of-Home (OOH) Advertising Market Size, Share, Trends and Forecast by Type, Product, Application, End User, and Region, 2026-2034

出版日期: 2026年01月01日 | 出版商:

IMARC | 英文 122 Pages | 商品交期: 5-7個工作天內

價格

簡介目錄

2025年，日本戶外廣告（OOH）市場規模達18.366億美元。展望未來，IMARC Group預測，到2034年，該市場規模將達到41.056億美元，2026年至2034年的複合年成長率（CAGR）為9.35%。跨媒體廣告策略、地點分析、受眾測量工具、歸因模型、都市區人口密度高、對公共交通的依賴、通勤者停留時間、動態圖像宣傳活動與數位電子看板的整合、行動廣告與戶外廣告的協同、全通路故事講述以及媒體策劃技巧等因素，都是對市場發展產生積極影響的因素。

日本戶外廣告市場趨勢：

將戶外廣告和跨媒體宣傳活動與智慧分析結合

日本廣告業正經歷一場策略轉型，將戶外廣告（OOH）形式融入多通路媒體宣傳活動中。品牌正將戶外廣告訊息與數位、電視和行動策略結合，透過同步敘事來強化品牌影響力。這種方法使廣告主能夠利用東京澀谷十字路口和大阪難波區等高人流量區域，同時保持跨平台訊息的一致性。採用先進的受眾測量工具和位置分析來追蹤互動和曝光情況，正使戶外廣告成為媒體組合中更具課責和可量化性的組成部分。 2025年4月1日，VIOOH和麥德高集團在日本推出程式數位戶外廣告（DOOH），首批在關西國際機場（KIX）和大阪國際機場（伊丹）投放了55塊數位螢幕。這項措施使廣告主能夠以程式化方式購買優質DOOH廣告位，從而增強柔軟性和定向能力。為因應2025年大阪世博會帶來的國際遊客成長，該主題廣告計畫預計將擴展至日本10個主要城市的街道設施。這些舉措鞏固了日本戶外廣告在主要媒體購買者和尋求全通路整合的全球消費品品牌中的市場佔有率。媒體策劃技術的投入增加也帶來了歸因模型的改進，使行銷人員能夠評估不同接點的宣傳活動效果。這種整合支持重定向策略和順序通訊，從而有助於提高轉換率。隨著消費者在多個螢幕和環境中與內容互動，戶外廣告的角色已從靜態的品牌宣傳工具轉變為資料增強型傳播的策略要素。這些趨勢正透過精準的規劃和以投資報酬率為中心的執行框架，推動日本戶外廣告市場持續成長。

消費者在交通樞紐和零售環境中的高度參與度

日本密集的城市結構和對公共交通的依賴，為廣告商提供了接觸數百萬通勤者的獨特途徑。火車站、地鐵站和零售大廳是投放數位和靜態廣告的理想場所，能夠在可控且高互動性的環境中實現反覆曝光。交通環境的結構化佈局，加上日本人對視覺通訊的偏好，使得這些地方成為打造身臨其境型品牌體驗的理想選擇。各大廣告主正利用動態圖像、品牌內容和動畫面板，在JR線路和地鐵月台等高人流環境中吸引通勤者的注意。 2025年2月25日，西班牙戶外廣告檢驗領域的領導企業OOH TRACE與日本LIVE BOARD公司合作，旨在提升數位戶外廣告（DOOH）宣傳活動的透明度。此次合作將檢驗智慧標籤嵌入LIVE BOARD覆蓋超過64,500塊螢幕的創新中，從而實現對每次廣告投放的即時追蹤和檢驗。這項措施為日本數位戶外廣告產業樹立了新的可靠性標準，透過獨立的第三方檢驗增強了廣告主的信心。這項發展標誌著日本戶外廣告市場邁出了重要一步，也預示著媒體採購正向數據驅動和自動化方向轉變。零售環境在日本也是強大的廣告管道。百貨公司和地下購物中心會在消費者購買意願高漲的關鍵決策點策略性地設定靜態數位電子看板，以影響他們的購買行為。這些廣告位通常也會輔以銷售點整合、忠誠度計畫和QR碼宣傳活動。從本地企業到全球零售商，這些形式都被視為品牌定位和即時轉換的關鍵。鑑於消費者對視覺主導宣傳活動的強烈反響，日本戶外廣告市場前景將繼續受益於都市區交通模式和以零售為基礎的品牌互動模式，這些模式能夠持續提升品牌曝光度並消費行為。

本報告解答的關鍵問題

日本戶外廣告市場目前的表現如何？未來幾年又將如何發展？
日本戶外廣告市場按媒體類型分類的情況如何？
日本戶外廣告市場按產品分類的情況如何？
日本戶外廣告市場按應用領域是如何細分的？
日本戶外廣告市場以最終用戶分類的組成是怎樣的？
日本戶外廣告市場按地區分類的情況如何？
請介紹日本戶外廣告（OOH）市場價值鏈的各個階段。
日本戶外廣告市場的主要促進因素和挑戰是什麼？
日本戶外廣告市場的結構是怎麼樣的？主要參與者有哪些？
日本戶外廣告市場競爭有多激烈？

The Japan out-of-home (OOH) advertising market size reached USD 1,836.6 Million in 2025 . Looking forward, IMARC Group expects the market to reach USD 4,105.6 Million by 2034 , exhibiting a growth rate (CAGR) of 9.35 % during 2026-2034 . Cross-media advertising strategies, location-based analytics, audience measurement tools, attribution modeling, high urban density, public transport dependence, commuter dwell time, motion graphic campaigns and digital signage integration, mobile-to-OOH syncing, omnichannel storytelling, and media planning technologies are some of the factors positively impacting the market.

JAPAN OUT-OF-HOME (OOH) ADVERTISING MARKET TRENDS:

Integration of OOH with Cross-Media Campaigns and Smart Analytics

Japan's advertising sector is experiencing a strategic shift where out-of-home (OOH) formats are increasingly integrated into multi-channel media campaigns. Brands are aligning their OOH messaging with digital, television, and mobile strategies to reinforce brand presence through synchronized storytelling. This approach allows advertisers to leverage the high foot traffic in areas like Tokyo's Shibuya Crossing or Osaka's Namba district while maintaining message consistency across platforms. Advanced audience measurement tools and location-based analytics are being deployed to track engagement and exposure, turning OOH into a more accountable and measurable component of the media mix. On April 1, 2025, VIOOH and MCDecaux launched programmatic digital out-of-home (DOOH) advertising in Japan, starting with 55 digital screens at Kansai International (KIX) and Osaka International (ITAMI) airports. This initiative allows advertisers to purchase premium DOOH inventory programmatically, offering enhanced flexibility and targeting capabilities. The programmatic offering is set to expand to street furniture in ten major Japanese cities, aligning with the anticipated increase in international visitors during the Osaka Expo 2025. These developments are solidifying the Japan out-of-home (OOH) advertising market share among major media buyers and global consumer brands seeking omnichannel cohesion. Increased investments in media planning technologies is also leading to improved attribution modeling, where marketers can assess campaign impact across different customer touchpoints. This integration supports retargeting strategies and sequential messaging, contributing to higher conversion rates. With consumers interacting with content across multiple screens and settings, the role of OOH has shifted from being a static awareness tool to a strategic element of data-enhanced communication. These trends are contributing to sustained Japan out-of-home (OOH) advertising market growth through precision-based planning and ROI-centric execution frameworks.

High Consumer Engagement in Transit Hubs and Retail Environments

Japan's dense urban layout and reliance on public transport provide advertisers with unique access to millions of daily commuters. Train stations, subway systems, and retail concourses serve as primary locations for digital and static advertisements, offering repeated exposure in controlled, high-engagement settings. The structured layout of transit environments, combined with the cultural preference for visual messaging, makes these locations ideal for immersive brand experiences. Leading advertisers are using motion graphics, branded content, and animated panels to capture commuter attention in high-dwell-time environments such as JR lines and metro platforms. On February 25, 2025, OOH TRACE, a Spain-based leader in outdoor advertising verification, has partnered with Japan's LIVE BOARD to enhance transparency in digital out-of-home (DOOH) campaigns. The collaboration involves embedding verification smart tags into creatives displayed across LIVE BOARD's network of over 64,500 screens, enabling real-time tracking and validation of each broadcast. This initiative sets a new standard for reliability in Japan's DOOH advertising sector, reinforcing advertiser confidence through independent, third-party verification. This development marks a significant step in Japan's OOH advertising market, signaling a broader shift toward data-driven, automated media buying. Retail environments also serve as a powerful advertising channel in Japan. Department stores and underground shopping arcades feature a mix of static and digital signage positioned at strategic decision-making points, influencing purchases at the moment of intent. These placements are often supported by point-of-sale integration, loyalty programs, or QR-code campaigns. Local businesses and global retailers view these formats as essential for brand positioning and immediate conversion. With high consumer responsiveness to visually driven campaigns, the Japan out-of-home (OOH) advertising market outlook continues to benefit from urban mobility patterns and retail-based brand interaction models that drive sustained visibility and consumer action.

JAPAN OUT-OF-HOME (OOH) ADVERTISING MARKET SEGMENTATION:

Type Insights:

Traditional
Digital
Traditional
Digital

Product Insights:

Billboard Advertising
Transport Advertising
Street Furniture Advertising
Others
Billboard Advertising
Transport Advertising
Street Furniture Advertising
Others

Application Insights:

Outdoor
Indoor
Outdoor
Indoor
The report has covered a detailed segmentation of the market by application, which includes outdoor and indoor.

End User Insights:

Retail
Entertainment and Leisure
Banking
Telecom
Food and Beverage
Transportation
Healthcare
Others
Retail
Entertainment and Leisure
Banking
Telecom
Food and Beverage
Transportation
Healthcare
Others
The report includes a comprehensive analysis of the market based on end users. It segments the market into retail, entertainment and leisure, banking, telecom, food and beverage, transportation, healthcare, and others.

Regional Insights:

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 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 out-of-home (OOH) advertising market performed so far and how will it perform in the coming years?
What is the breakup of the Japan out-of-home (OOH) advertising market on the basis of type?
What is the breakup of the Japan out-of-home (OOH) advertising market on the basis of product?
What is the breakup of the Japan out-of-home (OOH) advertising market on the basis of application?
What is the breakup of the Japan out-of-home (OOH) advertising market on the basis of end user?
What is the breakup of the Japan out-of-home (OOH) advertising market on the basis of region?
What are the various stages in the value chain of the Japan out-of-home (OOH) advertising market?
What are the key driving factors and challenges in the Japan out-of-home (OOH) advertising market?
What is the structure of the Japan out-of-home (OOH) advertising market and who are the key players?
What is the degree of competition in the Japan out-of-home (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 Out-of-Home (OOH) Advertising Market - Introduction

4.1 Overview
4.2 Market Dynamics
4.3 Industry Trends
4.4 Competitive Intelligence

5 Japan Out-of-Home (OOH) Advertising Market Landscape

5.1 Historical and Current Market Trends (2020-2025)
5.2 Market Forecast (2026-2034)

6 Japan Out-of-Home (OOH) Advertising Market - Breakup by Type

6.1 Traditional
- 6.1.1 Overview
- 6.1.2 Historical and Current Market Trends (2020-2025)
- 6.1.3 Market Forecast (2026-2034)
6.2 Digital
- 6.2.1 Overview
- 6.2.2 Historical and Current Market Trends (2020-2025)
- 6.2.3 Market Forecast (2026-2034)

7 Japan Out-of-Home (OOH) Advertising Market - Breakup by Product

7.1 Billboard Advertising
- 7.1.1 Overview
- 7.1.2 Historical and Current Market Trends (2020-2025)
- 7.1.3 Market Forecast (2026-2034)
7.2 Transport Advertising
- 7.2.1 Overview
- 7.2.2 Historical and Current Market Trends (2020-2025)
- 7.2.3 Market Forecast (2026-2034)
7.3 Street Furniture Advertising
- 7.3.1 Overview
- 7.3.2 Historical and Current Market Trends (2020-2025)
- 7.3.3 Market Forecast (2026-2034)
7.4 Others
- 7.4.1 Historical and Current Market Trends (2020-2025)
- 7.4.2 Market Forecast (2026-2034)

8 Japan Out-of-Home (OOH) Advertising Market - Breakup by Application

8.1 Outdoor
- 8.1.1 Overview
- 8.1.2 Historical and Current Market Trends (2020-2025)
- 8.1.3 Market Forecast (2026-2034)
8.2 Indoor
- 8.2.1 Overview
- 8.2.2 Historical and Current Market Trends (2020-2025)
- 8.2.3 Market Forecast (2026-2034)

9 Japan Out-of-Home (OOH) Advertising Market - Breakup by End User

9.1 Retail
- 9.1.1 Overview
- 9.1.2 Historical and Current Market Trends (2020-2025)
- 9.1.3 Market Forecast (2026-2034)
9.2 Entertainment and Leisure
- 9.2.1 Overview
- 9.2.2 Historical and Current Market Trends (2020-2025)
- 9.2.3 Market Forecast (2026-2034)
9.3 Banking
- 9.3.1 Overview
- 9.3.2 Historical and Current Market Trends (2020-2025)
- 9.3.3 Market Forecast (2026-2034)
9.4 Telecom
- 9.4.1 Overview
- 9.4.2 Historical and Current Market Trends (2020-2025)
- 9.4.3 Market Forecast (2026-2034)
9.5 Food and Beverage
- 9.5.1 Overview
- 9.5.2 Historical and Current Market Trends (2020-2025)
- 9.5.3 Market Forecast (2026-2034)
9.6 Transportation
- 9.6.1 Overview
- 9.6.2 Historical and Current Market Trends (2020-2025)
- 9.6.3 Market Forecast (2026-2034)
9.7 Healthcare
- 9.7.1 Overview
- 9.7.2 Historical and Current Market Trends (2020-2025)
- 9.7.3 Market Forecast (2026-2034)
9.8 Others
- 9.8.1 Historical and Current Market Trends (2020-2025)
- 9.8.2 Market Forecast (2026-2034)

10 Japan Out-of-Home (OOH) Advertising Market - Breakup by Region

10.1 Kanto Region
- 10.1.1 Overview
- 10.1.2 Historical and Current Market Trends (2020-2025)
- 10.1.3 Market Breakup by Type
- 10.1.4 Market Breakup by Product
- 10.1.5 Market Breakup by Application
- 10.1.6 Market Breakup by End User
- 10.1.7 Key Players
- 10.1.8 Market Forecast (2026-2034)
10.2 Kansai/Kinki Region
- 10.2.1 Overview
- 10.2.2 Historical and Current Market Trends (2020-2025)
- 10.2.3 Market Breakup by Type
- 10.2.4 Market Breakup by Product
- 10.2.5 Market Breakup by Application
- 10.2.6 Market Breakup by End User
- 10.2.7 Key Players
- 10.2.8 Market Forecast (2026-2034)
10.3 Central/ Chubu Region
- 10.3.1 Overview
- 10.3.2 Historical and Current Market Trends (2020-2025)
- 10.3.3 Market Breakup by Type
- 10.3.4 Market Breakup by Product
- 10.3.5 Market Breakup by Application
- 10.3.6 Market Breakup by End User
- 10.3.7 Key Players
- 10.3.8 Market Forecast (2026-2034)
10.4 Kyushu-Okinawa Region
- 10.4.1 Overview
- 10.4.2 Historical and Current Market Trends (2020-2025)
- 10.4.3 Market Breakup by Type
- 10.4.4 Market Breakup by Product
- 10.4.5 Market Breakup by Application
- 10.4.6 Market Breakup by End User
- 10.4.7 Key Players
- 10.4.8 Market Forecast (2026-2034)
10.5 Tohoku Region
- 10.5.1 Overview
- 10.5.2 Historical and Current Market Trends (2020-2025)
- 10.5.3 Market Breakup by Type
- 10.5.4 Market Breakup by Product
- 10.5.5 Market Breakup by Application
- 10.5.6 Market Breakup by End User
- 10.5.7 Key Players
- 10.5.8 Market Forecast (2026-2034)
10.6 Chugoku Region
- 10.6.1 Overview
- 10.6.2 Historical and Current Market Trends (2020-2025)
- 10.6.3 Market Breakup by Type
- 10.6.4 Market Breakup by Product
- 10.6.5 Market Breakup by Application
- 10.6.6 Market Breakup by End User
- 10.6.7 Key Players
- 10.6.8 Market Forecast (2026-2034)
10.7 Hokkaido Region
- 10.7.1 Overview
- 10.7.2 Historical and Current Market Trends (2020-2025)
- 10.7.3 Market Breakup by Type
- 10.7.4 Market Breakup by Product
- 10.7.5 Market Breakup by Application
- 10.7.6 Market Breakup by End User
- 10.7.7 Key Players
- 10.7.8 Market Forecast (2026-2034)
10.8 Shikoku Region
- 10.8.1 Overview
- 10.8.2 Historical and Current Market Trends (2020-2025)
- 10.8.3 Market Breakup by Type
- 10.8.4 Market Breakup by Product
- 10.8.5 Market Breakup by Application
- 10.8.6 Market Breakup by End User
- 10.8.7 Key Players
- 10.8.8 Market Forecast (2026-2034)

11 Japan Out-of-Home (OOH) Advertising Market - Competitive Landscape

11.1 Overview
11.2 Market Structure
11.3 Market Player Positioning
11.4 Top Winning Strategies
11.5 Competitive Dashboard
11.6 Company Evaluation Quadrant

12 Profiles of Key Players

12.1 Company A
- 12.1.1 Business Overview
- 12.1.2 Services Offered
- 12.1.3 Business Strategies
- 12.1.4 SWOT Analysis
- 12.1.5 Major News and Events
12.2 Company B
- 12.2.1 Business Overview
- 12.2.2 Services Offered
- 12.2.3 Business Strategies
- 12.2.4 SWOT Analysis
- 12.2.5 Major News and Events
12.3 Company C
- 12.3.1 Business Overview
- 12.3.2 Services Offered
- 12.3.3 Business Strategies
- 12.3.4 SWOT Analysis
- 12.3.5 Major News and Events
12.4 Company D
- 12.4.1 Business Overview
- 12.4.2 Services Offered
- 12.4.3 Business Strategies
- 12.4.4 SWOT Analysis
- 12.4.5 Major News and Events
12.5 Company E
- 12.5.1 Business Overview
- 12.5.2 Services Offered
- 12.5.3 Business Strategies
- 12.5.4 SWOT Analysis
- 12.5.5 Major News and Events

13 Japan Out-of-Home (OOH) Advertising Market - Industry Analysis

13.1 Drivers, Restraints, and Opportunities
- 13.1.1 Overview
- 13.1.2 Drivers
- 13.1.3 Restraints
- 13.1.4 Opportunities
13.2 Porters Five Forces Analysis
- 13.2.1 Overview
- 13.2.2 Bargaining Power of Buyers
- 13.2.3 Bargaining Power of Suppliers
- 13.2.4 Degree of Competition
- 13.2.5 Threat of New Entrants
- 13.2.6 Threat of Substitutes
13.3 Value Chain Analysis