日本数字广告市场前景及投资研究报告-培训课件外文版2024.5索尼土星

DIGITAL

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TRENDSDigitaladvertisinginJapanCHAPTER

01OverviewTotaladvertisingexpenditureinJapanfrom2013to2022(intrillionJapaneseyen)AdvertisingexpensesinJapan2013-202287.16.946.876.536.396.296.156.176.165.98654321020132014201520162017201820192020202120223Description:ThetotaladvertisingexpenditureinJapanamountedto7.1trillionJapaneseyenin2022,whichrepresentedanincreasefromabout6.8inthepreviousyear.Asabreakdownoftheadvertisingexpenditurebymediumshows,internetadvertisingaccountedfor43.5percentoftheexpenditureduringthatyear.ReadmoreNote(s):Japan;2013to2022Source(s):DentsuInternetadvertisingexpenditureinJapanfrom2013to2022(intrillionJapaneseyen)OnlineadvertisingexpensesinJapan2013-20223.53.02.52.01.53.092.712.232.11.761.511.311.161.050.941.00.50.0201320142015201620172018*2019**2020202120224Description:Followingaconstantupwardtrendinrecentyears,theinternetadvertisingexpenditureinJapanreachedavalueofnearly3.1trillionJapaneseyenin2022.Abreakdownoftheexpenditurebytypeshowsthatexpendituresoninternetadvertisingmediaaccountedforbyfarthelargestshare,whileproductioncostsandmerchandiserelatede-commerceplatformsmadeupasmallerpart.

ReadmoreNote(s):Japan;2013to2022;*Since2018,digitaladvertisingcarriedbytraditionalmediacompanieshasbeenaddedtotheestimates.**Since2019,advertisingexpendituresformerchandise-relatedECPlatformshavebeenaddedtothe[...]

ReadmoreSource(s):DentsuInternetadvertisingexpenditureinJapanin2022,bytype(inbillionJapaneseyen)OnlineadvertisingexpensesinJapan2022,bytypeAdvertisingexpenditureinbillionJapaneseyen05001,0001,5002,0002,5003,000Internetadvertisingmediumexpenditures2,480.1InternetadvertisingproductioncostsMerchandise-relatedECplatforms420.3190.85Description:InternetadvertisingmediumexpendituresinJapanamountedtoapproximately2.48trillionJapaneseyenin2022,whichmadeitthelargesttypeamonginternetadvertisingexpenditures.Internetadvertisingmediumexpendituresincludeperformance-basedinternetadvertisingexpenditures.ThetotalinternetadvertisingexpenditureinJapanduringthatyearreachedavalueofabout3.1trillionyen.ReadmoreNote(s):Japan;2022Source(s):DentsuExpenditureoninternetadvertisingmediainJapanfrom2013to2022(inbillionJapaneseyen)ExpensesononlineadvertisingmediainJapan2013-20223,0002,5002,0001,5002,480.12,157.11,756.71,6631,4481,220.61,037.8919.420151,0005000824.52014720.3201320162017201820192020202120226Description:TheexpenditureoninternetadvertisingmediainJapanstoodatapproximately2.48trillionJapaneseyenin2022.Whileabreakdownofexpensesbycategoryshowsthatpaidsearchadvertisingwasthelargestexpensecategory,abreakdownofexpensesbytransactionmethodrevealsthatperformance-basedadvertisingwasbyfartheleadingtransactionmethod.ReadmoreNote(s):Japan;2013to2022Source(s):DentsuExpenditureoninternetadvertisingmediainJapanin2022,bytransactionmethod(inbillionJapaneseyen)ExpensesononlineadvertisingmediainJapan2022,bytransactionmethodAdvertisingexpenditureinbillionJapaneseyen500

1,00001,5002,0002,500Performance-basedadvertisingReservedadvertising2,118.9264.7Affiliateadvertising96.57Description:Performance-basedadvertisingaccountedforapproximately2.12trillionJapaneseyenoftheexpendituresoninternetadvertisingmediainJapanin2022,makingittheleadingtransactionmethod.Asabreakdownoftheinternetadvertisingexpenditurebytypeshows,thetotalexpensesoninternetadvertisingmediaduringthatyearamountedtoabout2.48trillionyen.ReadmoreNote(s):Japan;2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.ExpenditureoninternetadvertisingmediainJapanin2022,bycategory(inbillionJapaneseyen)ExpensesononlineadvertisingmediainJapan2022,bycategoryAdvertisingexpenditureinbillionJapaneseyen300

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60001002007008009001,000976.61,100PaidsearchadvertisingDisplayadvertising737.2Videoadvertising592Affiliateadvertising96.5Otherinternetadvertising77.88Description:Paidsearchadvertisingaccountedfor976.6billionJapaneseyenoftheexpendituresoninternetadvertisingmediainJapanin2022.Itwasthelargestcategoryinthisregard,followedbydisplayadvertisingandvideoadvertising.Thetotalexpensesoninternetadvertisingmediaduringthatyearamountedtoabout2.48trillionyen.ReadmoreNote(s):Japan;2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.CHAPTER

02AdvertisingcategoriesExpenditureonpaidsearchadvertisinginJapanfrom2018to2022(inbillionJapaneseyen)PaidsearchadvertisingexpensesinJapan2018-20221,2001,000976.6799.1800678.7668.3570.860040020002018201920202021202210Description:TheexpenditureonpaidsearchadvertisinginJapanamountedto976.6billionJapaneseyenin2022.Itincreasedby77.5billionyenoverthepreviousyear.Paidsearchadvertising,whichutilizesthesearchkeywordsofuserstodisplayrelatedadvertisements,isoneofthemajoradvertisingcategoriesforinternetmedia.Othermajorcategoriesareaffiliateadvertising,displayadvertising,andvideoadvertising.

ReadmoreNote(s):Japan;2018to2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.ExpenditureondisplayadvertisinginJapanfrom2018to2022(inbillionJapaneseyen)DisplayadvertisingexpensesinJapan2018-2022800700737.2685.6573.36005004003002001000563.8554.42018201920202021202211Description:TheexpenditureondisplayadvertisinginJapanamountedto737.2billionJapaneseyenin2022.Itincreasedby51.6billionyenoverthepreviousyear.Displayadvertising,whichutilizestheadvertisingspaceofwebsitesorapps,isoneofthemajoradvertisingcategoriesforinternetmedia.Othermajorcategoriesareaffiliateadvertising,paidsearchadvertising,andvideoadvertising.ReadmoreNote(s):Japan;2018to2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.OnlinevideoadvertisingspendinginJapanfrom2021to2022withaforecastuntil2026(inbillionJapaneseyen)OnlinevideoadexpenditureJapan2021-20261,4001,2001,0008001,245.11,052.4874.1720.9560.16004002000420.5202120222023*2024**2025**2026**12Description:TheonlinevideoadvertisingspendinginJapanwasestimatedatmorethan560billionJapaneseyenin2022.Abreakdownbytypeshowsthatin-streamadsandin-feedadsweretheleadingtypesofonlinevideoadsduringthatyear,whileabreakdownbydeviceshowsthatsmartphoneswereleadingaheadofconnectedTVsandPCs.Itwasprojectedthatthetotalvideoadspendingwouldincreasetomorethan1.2trillionyenby2026.

ReadmoreNote(s):Japan;2021to2022;onlinevideoadspendingforsmartphone,connectedtelevision,andPC;*Prospect.**Forecast.100Japaneseyenequal0.77U.S.dollarsor0.71eurosasofFebruary2023.

ReadmoreSource(s):CyberAgent;DigitalInFactExpenditureonaffiliateadvertisinginJapanfrom2018to2022(inbillionJapaneseyen)AffiliateadvertisingexpensesinJapan2018-2022120104.99998.596.5100806040200942018201920202021202213Description:TheexpenditureonaffiliateadvertisinginJapanamountedto96.5billionJapaneseyenin2022.Itincreasedforthefirsttimeinthreeyears.Affiliateadvertising,whichdependsonusersperformingcertainactionsafterencounteringanadvertisement,isoneofthemajoradvertisingcategoriesforinternetmedia.Othermajorcategoriesarepaidsearchadvertising,displayadvertising,andvideoadvertising.

ReadmoreNote(s):Japan;2018to2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.ExpenditureonsocialadvertisinginJapanfrom2018to2022(inbillionJapaneseyen)ExpensesonsocialadvertisinginJapan2018-20221,000900800700600859.5764568.7489.950038940030020010002018201920202021202214Description:TheexpenditureonsocialadvertisinginJapanamountedto859.5billionJapaneseyenin2022.Abreakdownbyadcategoryshowsthatsocialnetworkingservicesconstitutedthelargestadvertisingcategoryduringthatyear.

ReadmoreNote(s):Japan;2018to2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.ExpenditureonsocialadvertisinginJapanin2022,byadcategory(inbillionJapaneseyen)ExpensesonsocialadvertisinginJapan2022,byadcategoryAdvertisingexpenditureinbillionJapaneseyen050100150200250300350400SNSVideosharingOthers367.5305.2186.815Description:Socialnetworkingservices(SNS)accountedfor367.5billionJapaneseyenoftheexpendituresonsocialadvertisinginJapanin2022,whilevideosharingmadeupasmallershare.Duringthatyear,thetotalexpensesonsocialadvertisingamountedto859.5billionyen.ReadmoreNote(s):Japan;2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.CHAPTER

03LeadingcompaniesDentsuInc.'srevenueworldwidefrom2014to2022(inbillionJapaneseyen)DentsuGroup'sglobalrevenue2014-20221,4001,2001,272.51,243.881,085.591,047.881,018.511,000939.24928.84838.36818.578006004002000725.892014*2015*20162017201820192020202120222023**17Description:TheDentsuGrouppostedglobalrevenuefiguresof1.24trillionJapaneseyeninitsfinancialreportingfor2022,upfrom1.09billionyengeneratedinthepreviousyear.The2023revenuewasprojectedtofurtherincrease,reachingclosetoanestimated1.3trillionJapaneseyen.ReadmoreNote(s):Worldwide;2014to2022;*Proformaresults.**Forecast.Numbershavebeenrounded.ReadmoreSource(s):DentsuRevenueofHakuhodoDYHoldingsInc.fromfiscalyear2017to2021(inbillionJapaneseyen)Hakuhodo'srevenueFY2017-20211,000900895.08802.62773.52800714.56673.6970060050040030020010002017201820192020202118/statistics/1010151/hakuhodo-revenueTherevenueofHakuhodoDYHoldingsInc.amountedtoabout895billionJapaneseyeninfiscalyear2021,upfromaround714.5billionyeninthepreviousyear.TheJapaneseadvertisingandpublicrelationscompanyisheadquarteredinTokyo.

ReadmoreNote(s):Japan;fiscalyears2017to2021;thecompany'sfiscalyearstartsonApril1ofthestatedyearandendsonMarch31ofthefollowingyear;consolidatedfiguresSource(s):HakuhodoNetsalesofCyberAgent,Inc.fromfiscalyear2014to2022(inbillionJapaneseyen)CyberAgent'snetsalesFY2014-2022800700600500400300710.58666.46478.57453.61419.51371.36310.67254.38205.23201420010002015201620172018201920202021202219Description:CyberAgent,Inc.generatednetsalesofapproximately710.6billionJapaneseyeninthefiscalyear2022,upfromabout666.5billionyeninthepreviousyear.Nexttointernetadvertising,thecompanyengagesinmedia,videogames,investmentdevelopment,andotherbusinesses.CyberAgentwasfoundedin1998andisheadquarteredinTokyo.ReadmoreNote(s):Japan;fiscalyear2014to2022;thecompany'sfiscalyearsendonSeptember30ofthestatedyear;consolidatedfiguresSource(s):CyberAgentNetsalesofVector,Inc.fromfiscalyear2015to2023(inbillionJapaneseyen)Vector'snetsalesFY2015-2023605040302055.2348.1237.2736.8230.1420.09201813.2920179.698.32100201520162019202020212022202320Description:Vector,Inc.generatednetsalesofapproximately55.2billionJapaneseyeninfiscalyear2023,whichwasanincreaseofmorethansevenbillionyencomparedtothepreviousfiscalyear.TheJapanesepublicrelationsandmarketingcompanywasestablishedin1993andisheadquarteredinTokyo.ReadmoreNote(s):Japan;fiscalyear2015to2023;thecompany'sfiscalyearendsattheendofFebruaryofthestatedyear;consolidatedfiguresSource(s):VectorRevenueofValueCommerceCo.,Ltd.fromfiscalyear2013to2022(inbillionJapaneseyen)ValueCommerce'srevenueFY2013-2022403530252035.7133.5629.1725.6920.7617.5116.8916.661510513.37201412.01201302015201620172018201920202021202221Description:ValueCommerceCo.,Ltd.generatedarevenueofabout35.7billionJapaneseyeninfiscalyear2022,upbymorethantwobillionyencomparedtothepreviousyear.Thecompanyoffersaffiliatemarketingande-commercesolutions.

ReadmoreNote(s):Japan;fiscalyear2013to2022;thecompany'sfiscalyearstartsonJanuary1ofthestatedyearandendsonDecember31ofthesameyear;consolidatedfigures;excludingconsumptiontax,etc.Source(s):ValueCommerceNetsalesofGMOADPartnersInc.fromfiscalyear2016to2022(inbillionJapaneseyen)GMOADPartners'netsalesFY2016-2022403534.5434.5234.5234.0131.9630.493025201510516.630201620172018201920202021202222Description:GMOADPartnersInc.generatedapproximately16.63billionJapaneseyeninnetsalesinfiscalyear2022,representingastarkdecreasecomparedtoover34.5billionyeninthepreviousfiscalyear.TheinternetadvertisingcompanyisasubsidiaryofGMOInternet,Inc.andheadquarteredinTokyo.ReadmoreNote(s):Japan;fiscalyear2016to2022;thecompany'sfiscalyearstartsonJanuary1ofthestatedyearandendsonDecember31ofthesameyear;consolidatedfigures;excludingconsumptiontax,etc.Source(s):GMOADPartnersCHAPTER

04UsageofreportingtoolsMostcommonwaysofhandlingonlineadvertisementsamongadvertisingcompaniesinJapanasofAugust2021LeadingwaysofhandlingonlineadvertisementsamongadvertisingcompaniesJapan2021Shareofrespondents0%10%20%30%40%50%60%59.7%70%OuradvertisingoperationsdivisioncarriesitoutWeentrustanoutsidecompanywiththetask*OursalesrepresentativecarriesitoutOurmediamanagercarriesitout39.9%28.9%18.2%WeentrustacompanyofourgroupwiththetaskOther5.5%0.8%24Description:Asurveyconductedin2021showedthatalmost60percentofadvertisingcompaniesinJapanlettheirin-houseadvertisingoperationsdivisiontakecareofonlineadvertisingtasks.Atthesametime,almost40percentofsurveyedcompaniesresortedtooutsourcing.ReadmoreNote(s):Japan;JunetoAugust2021;253respondents;amongadvertisingcompanies;multipleanswerspossible;*Thecategoryincludescasesinwhichoutsourcingisusedforpartsofthetaskorisusedtemporarily.

ReadmoreSource(s):DigitalInFact;SOTechnologiesMostcommonreportingtoolsusedbyadvertisingcompaniesforonlineadvertisementsinJapanasofAugust2021LeadingreportingtoolsusedbyadvertisingcompaniesforonlineadsJapan2021Shareofrespondents0%10%20%30%40%50%51%60%WecollectinformationdownloadedfromthemanagementpanelofeachadvertisingmediuminExcelWeuseareportingtoolformanoutsidecompanyWereportthereportfromouroutsourcingcompanytoourclient39.9%22.1%Weshowthecontrolpanelofeachadvertisingmediumdirectlytoourclient13.8%WedirectlyforwardCSVdatadownloadedfromthemanagementpanelofeachadvertisingmediumtoourclient7.1%7.1%Weuseareportingtoolthatwasdevelopedin-houseOther3.2%25Description:Asurveyconductedin2021showedthat51percentofadvertisingcompaniesinJapancollectinformationononlineadvertisementsviaExcelafterdownloadingitfromthemanagementpanelofeachadvertisingmedium.Atthesametime,almost40percentofsurveyedcompaniesstatedtouseareportingtoolfromanoutsidecompany.ReadmoreNote(s):Japan;JunetoAugust2021;253respondents;amongadvertisingcompanies;multipleanswerspossibleSource(s):DigitalInFact;SOTechnologiesShareofadvertisingcompanieswhowanttoimplementreportingtoolsforonlineadvertisementsinJapanasofAugust2021ShareofadcompanieswhowanttoimplementreportingtoolsforonlineadsJapan2021Yes,wearealreadypreparingtheimplementation9.1%Yes,wearecurrentlygatheringinformation18.9%No39.2%Yes,butcurrentlywearenotdoinganythinginparticular32.9%26Description:Asurveyconductedin2021showedthat9.1percentofadvertisingcompaniesinJapanthathadnotimplementedreportingtoolsforonlineadvertisementswerealreadypreparingtheimplementationofsuchatool.Whilethemajorityofcompanieswereconsideringtheimplementationofreportingtools,morethan39percentstatedthattheywerenotconsideringit.ReadmoreNote(s):Japan;JunetoAugust2021;143respondents;amongadvertisingcompaniesthathadnotimplementedreportingtoolsforonlineadvertisementsSource(s):DigitalInFact;SOTechnologiesMostimportantfeaturesofreportingtoolsforonlineadvertisementsaccordingtoadvertisingcompaniesinJapanasofAugust2021LeadingfeaturesofreportingtoolsforonlineadsamongadcompaniesJapan2021Shareofrespondents0%10%20%30%40%50%60%70%80%80%90%User-friendlinessCostofimplementation/useNumberofsupportedmediaRichnessoftemplates74.5%72.7%24.5%Stabilityofsystem20%18.2%SpeedofdatamangementanddownloadsGuaranteeofsecurity7.3%Other2.7%27Description:Asurveyconductedin2021showedthat80percentofadvertisingcompaniesthathadimplementedreportingtoolsforonlineadvertisementsfoundtheuser-friendlinessofthetooltobeimportant.Aboutthreequartersofsurveyedcompaniesmentionedthecostofimplementingandusingthetool.ReadmoreNote(s):Japan;JunetoAugust2021;110respondents;amongadvertisingcompaniesthathadimplementedreportingtools(eitherfromanoutsidecompanyordevelopedin-house)foronlineadvertisements;threeanswerspossibleSource(s):DigitalInFact;SOTechnologiesCHAPTER

05DigitaladvertisingaudienceMostcommonsourcesofnewbranddiscoveryamonginternetusersinJapanasof3rdquarter2022MainchannelsofnewbranddiscoveryJapanQ32022Shareofrespondents5%

10%0%15%20%25%30%35%40%SearchenginesAdsonTV35.2%30.2%TVshowsorfilms27.2%ProductcomparisonsitesWord-of-mouthrecommendationsfromfriendsorfamilyAdsonwebsites19.9%19.3%18.4%OnlineretailwebsitesBrandorproductwebsites18.4%18.3%Consumerreviewsites15.1%AdsinmobileortabletappsIn-storedisplaysorpromotionsProductbrochuresorcataloguesAdsonsocialmedia14%14%12.5%12.4%11.9%11.2%AdsinmagazinesornewspapersRecommendationsorcommentsonsocialmedia29Description:Asurveyconductedduringthethirdquarterof2022showedthatmorethan35percentofinternetusersinJapandiscoverednewbrandsviasearchengines.Adsontelevisionrankedsecondwithashareofmorethan30percent.

ReadmoreNote(s):Japan;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostcommonsourcesusedforonlinebrandresearchamonginternetusersinJapanasof3rdquarter2022MainchannelsforonlinebrandresearchJapanQ32022Shareofrespondents20%0%10%30%40%50%60%SearchenginesPricecomparisonsitesProductorbrandsitesSocialnetworks54%28.7%28.1%25.9%25%ConsumerreviewsVideosites16.7%DiscountcouponsitesBrandblogs14%12.8%11.5%MobileappsMicro-blogs9.7%8.5%7.1%Q&AsitesSpecialistreviewsitesForumsormessageboardsOnlinepinboardsMessagingservices5.3%3.4%3%30Description:Asurveyconductedduringthethirdquarterof2022showedthat54percentofinternetusersinJapanusedsearchenginesasaprimarysourceofinformationwhenresearchingbrandsonline.Pricecomparisonwebsitesfollowedwithashareof28.7percent.ReadmoreNote(s):Japan;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofinternetuserswhoengagewithdigitalmarketinginJapanasof3rdquarter2022,byactivityShareofinternetuserswhoengagewithdigitalmarketingJapanQ32022,byactivityShareofrespondents0%

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10%15%20%25%30%35%40%45%50%Visitedabrand'swebsiteinthepast30daysResearchbrandsonlinebeforemakingapurchase47.2%45.8%Clickedortappedonabanneradonawebsiteinthepast30daysDownloadedorusedabrandedmobileappinthepast30daysClickedortappedonasponsoredsocialmediapostinthepast30days10.5%5.7%4.3%31/statistics/1327916/japan-engagement-with-digital-marketing-by-activityAsurveyconductedduringthethirdquarterof2022showedthatmorethan47percentofinternetusersinJapanvisitedabrand'swebsitewithinthepast30days.Analmostequallyhighshareresearchedbrandsonlinebeforemakingapurchase.

ReadmoreNote(s):Japan;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialSituationsinwhichpeopleskiponlinevideoadvertisementsinJapanasofSeptember2021SituationsinwhichpeopleskiponlinevideoadvertisingJapan2021Shareofrespondents0%

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55%Whentheadvertisementgetsintheway48.7%WhentheadvertisementistoolongWhenthereisanadvertisementthatIamnotinterestedinWhenthesameadvertisementisrepeatedagainandagainWhenthetimingoftheadvertisementisbad(particularlyincaseoflivestreamin…Whenthevisualsareunpleasant47.3%45.2%41.3%29.7%25.9%Whenthemessageorstoryisunpleasant20.7%20%WhenIdonotliketheappearingTVpersonalityWhenIcannottrustthecompanyoftheadvertisementWhenthemusicisunpleasant16.5%16.4%Other1.1%Noneoftheaboveapplies15.4%32Description:AccordingtoasurveyconductedinJapaninSeptember2021,almo