Market Insights Advertising & Media Advertising

Out-of-Home Advertising - Japan

Japan

Japan is projected to reach an ad spending of €3.81bn in the Out-of-Home Advertising market in 2024.
The country's largest market is Traditional Out-of-Home Advertising, with a market volume of €2.46bn in the same year.
In global comparison, United States will lead in ad spending with €8,665.00m in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be €31.03 in Japan in 2024.
Japan's Out-of-Home Advertising market is embracing digital innovation, integrating advanced technology to enhance consumer engagement in urban landscapes.

Key regions: France, India, United Kingdom, Australia, China

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Analyst Opinion

The Out-of-Home Advertising market in Japan has seen significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Japan, there is a strong preference for outdoor advertising due to its ability to reach a wide audience and create a lasting impression. Japanese consumers value the visual impact and creativity of out-of-home advertisements, making it an effective medium for brand awareness and promotion. Additionally, the use of digital technology in outdoor advertising has gained popularity, allowing for dynamic and interactive campaigns that capture the attention of passersby.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Japan is the increasing use of digital signage. Digital billboards and screens have become more prevalent in urban areas, offering advertisers the ability to display dynamic content and target specific audiences. This trend is driven by advancements in technology and the desire to deliver more personalized and engaging advertisements. Another trend in the market is the integration of mobile advertising with out-of-home advertising. With the widespread use of smartphones in Japan, advertisers are leveraging mobile technology to enhance the impact of their outdoor campaigns. QR codes and Near Field Communication (NFC) technology are commonly used to connect consumers to online content or promotions, bridging the gap between offline and online advertising.

Local special circumstances: Japan's densely populated cities and high foot traffic areas provide a unique opportunity for out-of-home advertising. The country's extensive public transportation system, including trains and buses, offers advertisers a captive audience for their campaigns. Advertisements placed in train stations, on trains, and on buses can reach millions of commuters each day, making it an effective way to target a large and diverse audience. Furthermore, Japan's aging population has also influenced the Out-of-Home Advertising market. Older adults in Japan tend to spend more time outside and are more likely to notice and engage with outdoor advertisements. Advertisers have recognized this demographic and have tailored their campaigns to cater to the interests and preferences of older consumers.

Underlying macroeconomic factors: The strong economy in Japan has contributed to the growth of the Out-of-Home Advertising market. As businesses thrive, they are willing to invest more in advertising to increase brand visibility and market share. Additionally, the upcoming Tokyo Olympics in 2021 has created a surge in advertising demand, with both domestic and international companies looking to capitalize on the event to promote their products and services. In conclusion, the Out-of-Home Advertising market in Japan is experiencing growth due to customer preferences for visual impact and digital technology, as well as local special circumstances such as high foot traffic areas and an aging population. The integration of mobile advertising and the use of digital signage are key trends in the market, driven by advancements in technology and the desire for personalized and engaging campaigns. The strong economy and the upcoming Tokyo Olympics have also contributed to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.