To understand the online advertising market in Japan, it is important to understand the context of Japanese consumers:
An aging population : Japan has the oldest population in the world, with a median age of 49.2. This means companies must adapt their advertising campaigns to target older consumers.
An individualistic society : Japanese people are generally considered individualistic people. This means that they are more likely to respond to advertisements that appeal to their personal interests.
A visual culture : The Japanese are a visual culture. This means that they are more likely to respond to advertisements that use attractive images and videos.
In 2022, advertising spending in Japan totaled more than 7,000 billion yen, up 4.4% year-on-year (55.5 billion euros)
Despite various domestic and international factors, including the rebound in COVID-19 infections in Japan, the war in Ukraine and the sharp rise in commodity prices, advertising spending reached its highest level since records began in 1947.
Amid the continued digitalization of society, online advertising spending in Japan maintained its high growth rate, reaching over 3 trillion yen, up 14.3% in 2022 (25 billion euros), accounting for 43.5% of total advertising spending in Japan.
Excluding production costs and advertising expenses for e-commerce platforms, this Internet advertising expenditure in Japan amounted to nearly 2,500 billion yen (+15.0% year-on-year).
Distribution by advertising category
In 2022, online advertising spending in Japan increased by 15% year-on-year to reach 2.48 trillion yen.
By ad type, paid search advertising increased 22.2% to 980 billion yen, accounting for 39.4% of total Internet ad spending.
Video ads grew 15.4% to 592 billion yen, or 23.9% of the total.
Distribution of digital advertising spending in Japan by channel
Distribution by payment type
Performance-based advertising totaled 2.119 trillion yen in 2022 (+15.3%), surpassing 2 trillion yen for the first time since estimates began. It accounts for 85.4% of all online advertising spending.
Paid advertising (inserts, banners, etc.) increased by 17.7% and affiliate advertising by 2.7%.
Internet Advertising Media Spending in Japan by Payment Method
Video advertising in Japan
Investment in video advertising amounted to 592 billion yen, growing by 15.4%.
Instream advertising: at 346 billion yen, representing 58.4% of total video advertising.
OutStream advertising (display in ad spaces and in article content): 246 billion yen, accounting for 41.6% of total video advertising.
Video advertising spending: breakdown by advertising category
Video advertising spending in Japan: Breakdown by payment method
Social Media Advertising in Japan
Social media advertising grew 12.5% year-on-year to 859.5 billion yen, accounting for 34.7% of overall ad spending in Japan.
By social media category, SNS accounted for 367.5 billion yen (42.8%) and video sharing accounted for 305.2 billion yen (35.5%), totaling 78.3% of social media advertising spending in Japan.
Social Media Ad Spending in Japan by Ad Category
Non-social advertising in Japan increased 16.3% year-on-year, leading to a slight decrease in the social advertising ratio.
Ratio of social media ads to other digital ads in Japan
Outlook 2023
In 2023, Japan's total internet advertising spending is expected to increase to 2,790.8 trillion yen. Internet advertising spending is expected to remain firm in 2023, increasing 12.5% year-on-year to 2,790.8 trillion yen.
Total Internet Advertising Expenditure (Forecast)
In 2023, video ads are expected to maintain a high growth rate of 15.7% year-on-year, reaching 685.2 billion yen. In the video advertising field, instream ads are expected to grow by 19.5% year-on-year.
Japan Video Advertising Market (Forecast)
Sources: Dentsu Inc., Carta Communications Inc., D2C Inc., Dentsu Digital Inc., Septeni Holdings Co. Ltd.
Practical advice
Choosing the right advertising channels : Internet advertising in Japan is a diverse market, with a multitude of channels available. It is important to choose the channels that match your business target and goals.
Target the right consumers : It is important to target Japanese consumers who are likely to be interested in your products or services.
Adapting ads to Japanese culture : It is important to adapt ads to Japanese culture. For example, ads should avoid being too aggressive or provocative.
Use attractive images and videos : Japanese people are more likely to respond to ads that use attractive images and videos.
Apply Japanese regulations : French companies must comply with Japanese advertising regulations. For example, advertisements must not be misleading or discriminatory.
Track Results : It is important to track the results of online advertising campaigns in order to optimize performance.
GO TO JAPAN is a marketing agency that offers comprehensive support for the creation and implementation of online advertising campaigns in Japan . Our agency has local expertise and in-depth knowledge of the online advertising market in Japan. It offers a turnkey solution that includes all the services necessary for the success of your online advertising campaigns.
Коментарі