Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Japan

Japan

Ad spending in the Instant Messaging Advertising market in Japan is forecasted to reach €7.98m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 1.70%, leading to a projected market volume of €8.68m by 2029.
When compared globally, the United States is anticipated to generate the highest ad spending (€68.88m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market in Japan is estimated to be €0.08 in 2024.
In Japan, Instant Messaging Advertising is gaining traction as companies leverage popular messaging apps to reach a highly engaged audience effectively.

Key regions: United Kingdom, Japan, China, France, Germany

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Analyst Opinion

The Instant Messaging Advertising market in Japan is experiencing significant growth due to several key factors.

Customer preferences: Japanese consumers have a strong preference for mobile communication and messaging apps, making instant messaging platforms a popular choice for communication. With a high smartphone penetration rate and a tech-savvy population, Japanese consumers are increasingly relying on instant messaging apps for both personal and professional communication. This shift in consumer behavior has created a valuable opportunity for advertisers to reach their target audience through these platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Japan is the integration of advertising within the messaging experience. Messaging apps are incorporating native advertising formats that seamlessly blend into the user interface, providing a non-intrusive and engaging advertising experience. This trend is driven by the desire to maintain a positive user experience while still monetizing the platform. Advertisers are also leveraging the interactive nature of instant messaging to create personalized and targeted advertising campaigns, further enhancing the effectiveness of their messaging ads. Another trend in the market is the rise of influencer marketing within instant messaging apps. Influencers, who have a large and engaged following on these platforms, are being utilized by brands to promote their products and services. This form of advertising allows brands to tap into the influencer's credibility and reach a highly targeted audience. With the increasing popularity of influencer marketing in Japan, instant messaging apps are becoming a preferred platform for brands to collaborate with influencers and reach their target market.

Local special circumstances: Japan has a unique advertising landscape, with a strong emphasis on aesthetics and attention to detail. Advertisers in Japan are known for their creative and visually appealing campaigns, which align well with the visual nature of instant messaging platforms. Additionally, Japanese consumers have a preference for personalized and localized content, which can be easily delivered through instant messaging apps. These local special circumstances make the Instant Messaging Advertising market in Japan particularly attractive for advertisers looking to engage with the Japanese audience.

Underlying macroeconomic factors: Japan has a highly developed economy and is known for its technological advancements. The country has a high disposable income and a strong purchasing power, making it an attractive market for advertisers. Additionally, Japan has a large population of smartphone users, who are increasingly relying on instant messaging apps for communication. These underlying macroeconomic factors contribute to the growth of the Instant Messaging Advertising market in Japan. In conclusion, the Instant Messaging Advertising market in Japan is experiencing significant growth due to customer preferences for mobile communication, the integration of advertising within messaging apps, the rise of influencer marketing, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging these trends to create personalized and engaging advertising campaigns that resonate with the Japanese audience.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.