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市场调查报告书
商品编码
1747060

日本广告市场报告（按类型（电视、印刷品（报纸和杂誌）、广播、户外、互联网（搜寻、显示、分类、视频）、移动、电影）和地区）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: | 出版商: IMARC | 英文 118 Pages | 商品交期: 5-7个工作天内

价格
简介目录

2024年，日本广告市场规模达577亿美元。展望未来， IMARC Group预计到2033年，市场规模将达到828亿美元，2025-2033年期间的复合年增长率（CAGR）为3.9%。资料隐私意识的不断增强、扩增实境（AR）和虚拟实境（VR）等创新技术的融合，共同打造沉浸式互动体验，以及智慧型手机和平板电脑使用率的不断提升，这些都是推动市场发展的关键因素。

广告是企业用来向特定目标受众推广其产品、服务或理念的策略沟通方式。它涉及透过电视、平面媒体、数位平台和户外广告等各种管道创建和传播具有说服力的讯息。与其他行销策略相比，广告更具成本效益，尤其是在接触大量受众的情况下。广告有助于告知、说服或影响个人或群体采取预期行动，包括购买产品。广告是企业脱颖而出、建立强大市场影响力的手段。广告能够吸引受众的注意力，并传达有关产品及其优势的关键讯息。广告有助于建立和强化品牌形象和品牌价值。广告可以创造正向的品牌认知，进而提升个人忠诚度和信任度。广告透过吸引新客户并鼓励现有客户重复购买，从而提高公司的销售额和获利能力。广告有助于深入了解个人的行为和偏好。广告有利于企业瞄准新市场、新地区或新人群，促进业务扩张。由于它还允许公司根据数据进行调整以获得更好的结果，日本对广告的需求正在上升。

日本广告市场趋势：

数位转型与电子商务成长

随着网路普及率的提高和电子商务的扩张，广告业的重点正转向数位平台，对线上广告、社群媒体行销和影片内容的需求也日益高涨。根据电通公司于2024年2月发布的《日本广告支出调查》显示，2023年日本广告支出总额达7.3167兆日圆（年增3.0%）。调查进一步指出，影片广告年增15.9%，达到6,860亿日元，是所有广告类别中增幅最高的。其中，影片插播广告支出达3,837亿日圆，而影音外播广告支出达3,022亿日圆。调查显示，预计2024年影片广告支出将维持两位数年增，达12.2%，达到7,697亿日圆。调查结果显示，日本广告市场的成长受到网路广告支出和促销媒体广告支出的推动，随着日本社会的数位转型，网路广告支出持续成长，尤其是活动/展览/萤幕显示类别的广告支出随着人员流动的增加而增加。

重大技术进步

人工智慧 (AI)、资料分析和程式化广告的广泛应用有助于品牌更有效地定位受众，从而提升广告活动的个人化和覆盖范围。例如，今年 10 月，JR East Marketing & Communications Inc. (jeki) 与 Moving Walls Group 合作推出的基于展示的户外广告平台 MASTRUM 完成了第一阶段约 34,000 块萤幕的整合。 MASTRUM 是一个白标客製化的 DSP/SSP 平台，专为日本户外广告市场量身打造。它由全球户外广告企业软体供应商 Moving Walls 提供支援。 MASTRUM 专注于“广告成本效益视觉化”和“媒体交易自动化”，旨在成为日本最大的户外媒体平台。未来，该平台计划覆盖超过 40 万个户外广告网站。

不断发展的影响力行销和基于内容的策略

日本消费者往往更容易接受值得信赖的人物，这使得网红成为重要的广告媒介。许多品牌与 Instagram、Twitter 和 YouTube 等社交媒体平台上的网红合作，以触达目标人群，预计这将提升日本整体广告市场的份额。这些网红不仅是名人，也是在时尚、游戏、旅游和美妆等领域拥有忠实粉丝的小众创作者。在日本市场，真实性备受推崇，网红行销能够帮助品牌建立信任，并与消费者建立有机联繫。此外，基于内容的广告，例如品牌内容和故事叙述，在日本受众中很能引起共鸣，他们更喜欢低调、引人入胜的广告，而不是过于露骨的促销讯息。

日本广告市场细分：

类型洞察：

  • 电视
  • 印刷品（报纸和杂誌）
  • 收音机
  • 户外的
  • 网路（搜寻、展示、分类、影片）
  • 移动的
  • 电影

日本广告市场新闻：

  • 2024年7月，全球最大的播客公司Acast宣布与日本首屈一指的数位音讯广告代理商Otonal Inc.建立合作关係。此次策略联盟将进一步扩大Acast的全球影响力，透过提供创新且影响深远的播客广告解决方案，满足日本广告商和创作者日益增长的需求。
  • 2023年4月，日本广告和行销巨头博报堂宣布在印度进行一项收购。该机构收购了独立品牌代理集团MA&TH娱乐网络的多数股权，这一举动意义重大，彰显了其不仅要扩大在印度的业务，还要拓展其在内容和製作领域的影响力的雄心。

本报告回答的关键问题：

  • 日本广告市场迄今表现如何？未来几年将如何表现？
  • 新冠疫情对日本广告市场有何影响？
  • 日本广告市场依类型分为哪些类型？
  • 日本广告市场的价值链分为哪些阶段？
  • 日本广告业的主要驱动因素和挑战是什么？
  • 日本广告市场的结构是怎么样的？主要参与者是谁？
  • 日本广告市场的竞争程度如何？

本报告回答的关键问题：

  • 日本广告市场迄今表现如何？未来几年将如何表现？
  • 新冠疫情对日本广告市场有何影响？
  • 日本广告市场依类型分为哪些类型？
  • 日本广告市场的价值链分为哪些阶段？
  • 日本广告业的主要驱动因素和挑战是什么？
  • 日本广告市场的结构是怎么样的？主要参与者是谁？
  • 日本广告市场的竞争程度如何？

目录

第一章：前言

第二章：范围与方法

  • 研究目标
  • 利害关係人
  • 资料来源
    • 主要来源
    • 次要来源
  • 市场评估
    • 自下而上的方法
    • 自上而下的方法
  • 预测方法

第三章：执行摘要

第四章：日本广告市场 - 简介

  • 概述
  • 市场动态
  • 产业趋势
  • 竞争情报

第五章：日本广告市场格局

  • 历史与当前市场趋势（2019-2024）
  • 市场预测（2025-2033）

第六章：日本广告市场-分类：依类型

  • 电视
    • 概述
  • 印刷品（报纸和杂誌）
    • 概述
  • 收音机
    • 概述
  • 户外的
    • 概述
  • 网路（搜寻、展示、分类、影片）
    • 概述
  • 移动的
    • 概述
  • 电影
    • 概述

第七章：日本广告市场－竞争格局

  • 概述
  • 市场结构
  • 市场参与者定位
  • 最佳获胜策略
  • 竞争仪錶板
  • 公司评估象限

第八章：关键参与者简介

  • ADK Holdings Inc
    • Business Overview
    • Product Portfolio
    • Business Strategies
    • SWOT Analysis
    • Major News and Events
  • CyberAgent, Inc.
    • Business Overview
    • Product Portfolio
    • Business Strategies
    • SWOT Analysis
    • Major News and Events
  • Daiko Advertising Inc.
    • Business Overview
    • Product Portfolio
    • Business Strategies
    • SWOT Analysis
    • Major News and Events
  • Dentsu Inc.
    • Business Overview
    • Product Portfolio
    • Business Strategies
    • SWOT Analysis
    • Major News and Events
  • Hakuhodo Inc
    • Business Overview
    • Product Portfolio
    • Business Strategies
    • SWOT Analysis
    • Major News and Events
  • Kesion Co., Ltd
    • Business Overview
    • Product Portfolio
    • Business Strategies
    • SWOT Analysis
    • Major News and Events

第九章：日本广告市场-产业分析

  • 驱动因素、限制因素和机会
    • 概述
    • 驱动程式
    • 限制
    • 机会
  • 波特五力分析
    • 概述
    • 买家的议价能力
    • 供应商的议价能力
    • 竞争程度
    • 新进入者的威胁
    • 替代品的威胁
  • 价值链分析

第 10 章：附录

简介目录
Product Code: SR112025A19694

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?

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 (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

10 Appendix