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市场调查报告书

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1747113

日本数位户外广告市场规模、份额、趋势及预测（按格式类型、应用、最终用途产业和地区），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个工作天内

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简介目录

2024年，日本数位户外广告市场规模达12.715亿美元。展望未来， IMARC Group预计到2033年，该市场规模将达到30.751亿美元，2025-2033年期间的复合年增长率（CAGR）为10.31%。日本数位户外广告市场之所以蓬勃发展，是因为市场对互动式和体验式广告的需求不断增长，程序化广告在即时定位和效率方面的应用日益普及，以及扩增实境（AR）和自动化广告空间交易平台等先进技术的融合。

日本数位户外广告市场趋势：

互动式和体验式广告日益流行

互动式和体验式广告需求的不断增长是推动日本数位户外广告 (OOH) 市场发展的关键因素。现代人追求的不仅是被动的广告，他们更希望参与其中，获得娱乐，并沉浸在品牌体验中。互动式数位显示器、扩增实境 (AR) 装置和触控萤幕介面使人们能够更动态地与广告互动。这种广告形式不仅能吸引眼球，还能在个人与品牌之间建立更强的情感连结。作为一个以科技为导向、欢迎先进创新的国家，日本正拥抱这一趋势。体验式广告因其打造令人难忘的品牌体验、邀请客户参与活动、拍照或与周围环境互动而备受青睐。这种向互动性的转变增强了数位户外广告的影响力，并提高了参与度，从而推动了对这种广告形式的需求成长。 2025 年，日本航空与利物浦足球俱乐部合作，推出了「You Mean the World」活动，并融入了足球明星 3D 扫描等数位户外元素。这项活动由 Jellyfish 策划，旨在彰显日本航空「以诚待客」 (omotenashi) 的精神，以卓越的服务和热情好客的理念激励旅客。

程序化广告的兴起

程序化广告的成长是日本数位户外广告市场扩张的重要因素。程序化广告促进了广告空间的即时自动化买卖，利用资料和演算法来增强广告投放和精准定位。这项技术使广告主能够根据受众行为、天气状况、一天中的时间以及各种情境因素调整其广告活动，确保广告在最合适的时间显示给最合适的受众。程序化广告透过优化广告购买流程和提高定位效率，增强了数位户外广告活动的成功率。随着越来越多的广告商认识到程序化解决方案在增强其行销策略方面的优势，对数位户外广告空间的需求也日益增长。这种向程式化广告的转变正在改变数位户外广告的领域，增强了其可近性和灵活性，以满足各种广告需求。 2023年，Moving Walls与jeki合作，在日本推出了一个户外广告自动化平台「MASTRUM」。该平台实现了高效的程序化数位户外广告、广告位交易和广告活动评估，旨在扩大jeki的媒体覆盖范围。此次合作旨在打造一个覆盖日本的大型户外广告市场，利用第一方资料实现更优的规划与成效。

日本数位户外广告市场细分：

格式类型洞察：

数位广告看板
影片广告
环境广告
其他的

应用程式洞察：

户外的
室内的

最终用途行业洞察：

零售
娱乐
银行业
运输
教育
其他的

竞争格局：

市场研究报告也对竞争格局进行了全面的分析。报告涵盖了市场结构、关键参与者定位、最佳制胜策略、竞争仪錶板和公司评估象限等竞争分析。此外，报告还提供了所有主要公司的详细资料。

本报告回答的关键问题：

日本数位户外广告市场目前表现如何？未来几年将如何表现？
日本数位户外广告市场如何按格式类型划分？
日本数位户外广告市场按应用程式分類的状况如何？
根据最终用途产业，日本数位户外广告市场是如何分類的？
日本数位户外广告市场按地区分類的状况如何？
日本数位户外广告市场的价值链分为哪些阶段？
日本数位户外广告市场的主要驱动因素和挑战是什么？
日本数位户外广告市场的结构是怎么样的？主要参与者有哪些？
日本数位户外广告市场的竞争程度如何？

本报告回答的关键问题：

日本数位户外广告市场目前表现如何？未来几年将如何表现？
日本数位户外广告市场如何按格式类型划分？
日本数位户外广告市场按应用程式分類的状况如何？
根据最终用途产业，日本数位户外广告市场是如何分類的？
日本数位户外广告市场按地区分類的状况如何？
日本数位户外广告市场的价值链分为哪些阶段？
日本数位户外广告市场的主要驱动因素和挑战是什么？
日本数位户外广告市场的结构是怎么样的？主要参与者有哪些？
日本数位户外广告市场的竞争程度如何？

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