Market Insights Advertising & Media Advertising

Direct Messaging Advertising - Japan

Japan

Ad spending in the Direct Messaging Advertising market in Japan is forecasted to reach €4,261.00m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of -0.35%, leading to a projected market volume of €4,188.00m by 2029.
Direct Mail Advertising holds the largest market share in Japan with a volume of €2,737.00m in 2024.
When compared globally, the United States leads in ad spending with €27,800.00m in 2024.
The average ad spending per capita in the Direct Messaging Advertising market in Japan is estimated to be €34.74 in 2024.
In Japan, the Direct Messaging Advertising market is rapidly expanding, with brands leveraging personalized messaging to engage with consumers on a more intimate level.

Key regions: India, Germany, France, China, Australia

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Analyst Opinion

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

Customer preferences: Japanese consumers have shown a strong preference for mobile messaging apps as their primary means of communication. With a high smartphone penetration rate and a tech-savvy population, Japanese consumers are increasingly turning to messaging apps to connect with friends, family, and businesses. This shift in consumer behavior has created a unique opportunity for advertisers to reach their target audience directly through direct messaging platforms.

Trends in the market: One of the major trends in the Direct Messaging Advertising market in Japan is the rise of personalized and interactive advertising experiences. Advertisers are leveraging the data collected from messaging apps to deliver tailored advertisements that resonate with individual users. This personalized approach not only enhances the user experience but also increases the effectiveness of advertising campaigns. Another trend in the market is the integration of e-commerce capabilities within messaging apps. Japanese consumers are increasingly using messaging apps not only to communicate but also to shop and make purchases. Advertisers are capitalizing on this trend by incorporating direct purchasing options within their advertisements, allowing users to make a purchase without leaving the messaging app. This seamless integration of advertising and e-commerce has proven to be highly effective in driving sales and increasing brand engagement.

Local special circumstances: Japan has a unique advertising landscape, with a strong emphasis on mobile advertising. Traditional forms of advertising, such as TV and print, have seen a decline in popularity, while mobile advertising has experienced significant growth. This shift is driven by the increasing use of smartphones and messaging apps among Japanese consumers. Advertisers in Japan have recognized the importance of mobile advertising and are investing heavily in direct messaging platforms to reach their target audience effectively.

Underlying macroeconomic factors: The Direct Messaging Advertising market in Japan is also influenced by macroeconomic factors such as the country's aging population and the increasing adoption of digital technologies. With an aging population, advertisers are targeting older demographics through messaging apps, as they are more likely to use these platforms for communication. Additionally, the rapid adoption of digital technologies has created a highly connected society, making messaging apps a natural choice for communication and advertising. In conclusion, the Direct Messaging Advertising market in Japan is experiencing significant growth and development due to customer preferences for mobile messaging apps, the rise of personalized and interactive advertising experiences, the integration of e-commerce capabilities, the unique advertising landscape in Japan, and underlying macroeconomic factors such as the aging population and the increasing adoption of digital technologies. This market presents a lucrative opportunity for advertisers to reach their target audience effectively and drive business growth.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.

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, number of smartphone users, internet coverage, and number of urban households. 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 4G coverage.

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.