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市场调查报告书
商品编码
1922688

日本广告市场报告：按类型和地区划分 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个工作天内

价格
简介目录

日本广告市场在2025年达到600亿美元。展望未来，IMARC集团预测，到2034年，该市场将达到831亿美元，2026年至2034年的复合年增长率为3.70%。推动市场成长的关键因素包括：人们对资料隐私问题的日益关注、采用扩增扩增实境（AR）和虚拟实境（VR）等创新技术来创造身临其境型和互动式体验，以及智慧型手机和平板电脑的日益普及。

广告是一种策略性沟通方式，企业利用这种方式向特定目标受众推广其产品、服务和理念。它涉及透过各种管道（包括电视、印刷媒体、数位平台和户外广告）创建和传播具有说服力的讯息。与其他行销策略相比，广告成本效益高，尤其是在接触大规模受众时。广告有助于告知、说服和影响个人和群体采取期望的行动，例如购买产品。它使企业能够脱颖而出，并在市场中建立强大的地位。广告能够吸引目标受众的注意力，并传达有关产品及其优势的重要讯息。它有助于建立和加强品牌形象和品牌价值。它有助于建立积极的品牌形象，并培养个人忠诚度和信任度。它透过吸引新客户和鼓励现有客户重复购买，提高企业的销售额和盈利。它有助于深入了解个人行为和偏好。广告有助于开拓新市场、新地区或新人群，进而促进企业扩张。在日本，广告需求也在不断增长，因为它使企业能够根据数据进行调整，从而改善业绩。

日本广告市场趋势：

数位转型和电子商务的成长

随着网路普及率的提高和电子商务的蓬勃发展，广告业的重点正转向数位平台。对网路广告、社群媒体行销和影片内容的需求日益增长。根据电通于2024年2月发布的《日本广告支出调查》显示，预计2023年日本广告总支出将达到7,3167亿日圆（较上年增加3.0%）。调查也显示，影片广告在所有广告类别中增速最高，较去年同期成长15.9%，达到6,860亿日圆。串流内广告支出为3,837亿日圆，插播外广告支出为3,022亿日圆。预计2024年影片广告将维持两位数成长，年增12.2%，达到7697亿日圆。调查结果显示，日本广告市场的成长是由日本社会日益数位化背景下网路广告支出的持续成长以及由于人口流动性增强而导致的活动、展览和萤幕展示等促销媒体支出增加所驱动的。

技术创新方面的进步

人工智慧 (AI)、数据分析和程式化广告的普及，使品牌更有效地触及目标受众，提升宣传活动的个人化程度和覆盖范围。例如，今年10月，JR东日本市场传播株式会社（jeki）与Moving Walls集团合作推出了基于广告曝光率的DOOH广告平台MASTRUM。 MASTRUM已完成第一阶段的整合，覆盖约34,000块萤幕。 MASTRUM是白牌客製化的DSP/SSP平台，专注于日本户外广告市场。它采用了全球户外企业软体供应商Moving Walls的技术。 MASTRUM专注于“视觉化广告支出回报”和“自动化媒体交易”，并有望成为日本最大的户外媒体平台。未来计画将超过40万个户外广告位整合到该平台中。

影响者行销和内容行销策略的成长

在日本，网红已成为重要的广告媒介，因为日本消费者极易受到值得信赖的人物的影响。许多品牌与Instagram、Twitter和YouTube等社群媒体平台上的网红合作，以触达目标受众，预计将扩大其在日本整体广告市场的份额。这些网红不仅包括名人，还包括在时尚、游戏、旅游和美容等领域拥有忠实粉丝的垂直领域创作者。真实性在日本市场备受推崇，而网红行销能够帮助品牌与消费者建立信任，并建立自然的连结。此外，内容型广告，例如品牌内容和故事叙述，能够引起日本消费者的强烈共鸣，他们更倾向于巧妙而引人入胜的广告，而非直白的促销讯息。

本报告解答的关键问题

  • 日本广告市场目前发展状况如何？您认为未来几年它将如何发展？
  • 新冠疫情对日本广告市场感染疾病了哪些影响？
  • 日本广告市场按类型划分是怎样的？
  • 日本广告市场价值链的不同阶段有哪些？
  • 日本广告市场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？主要参与者有哪些？
  • 日本广告市场竞争有多激烈？

目录

第一章：序言

第二章：调查范围与调查方法

  • 调查目标
  • 相关利益者
  • 数据来源
  • 市场估值
  • 调查方法

第三章执行摘要

第四章：日本广告市场－引言

  • 概述
  • 市场动态
  • 产业趋势
  • 竞争资讯

第五章 日本广告市场概览

  • 过去和当前的市场趋势（2020-2025）
  • 市场预测（2026-2034）

第六章 日本广告市场－依媒体细分

  • 电视机
  • 印刷媒体（报纸和杂誌）
  • 收音机
  • 户外广告
  • 网路（搜寻、展示广告、分类广告、影片）
  • 移动的
  • 电影院

第七章 日本广告市场：依地区划分

  • 关东地区
  • 关西、近畿地区
  • 中部地区
  • 九州和冲绳地区
  • 东北部地区
  • 中国地区
  • 北海道地区
  • 四国地区

第八章：日本广告市场：竞争格局

  • 概述
  • 市场结构
  • 市场公司定位
  • 关键成功策略
  • 竞争对手仪錶板
  • 企业估值象限

第九章主要企业简介

第十章：日本广告市场：产业分析

  • 驱动因素、限制因素和机会
  • 波特五力分析
  • 价值链分析

第十一章附录

简介目录
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