日本のデジタルOOH広告市場規模、シェア、動向、予測：フォーマットタイプ、用途、最終用途産業、地域別、2025年～2033年

日本のデジタルOOH広告市場規模は2024年に12億7,150万米ドルに達しました。今後、IMARC Groupは、2033年には30億7,510万米ドルに達し、2025年から2033年にかけて10.31%の成長率（CAGR）を示すと予測しています。日本のデジタルOOH広告市場は、インタラクティブ広告や体験型広告への需要の高まり、リアルタイムのターゲティングと効率化を目的としたプログラマティック広告の採用増加、拡張現実（AR）や自動広告枠取引プラットフォームなどの先進技術の統合により成長しています。

本レポートで扱う主な質問

• 日本のデジタルOOH広告市場はこれまでどのように推移し、今後どのように推移するのか？
• 日本のデジタルOOH広告市場のフォーマットタイプ別区分は？
• 日本のデジタルOOH広告市場の用途別区分は？
• 日本のデジタルOOH広告市場の最終用途産業別区分は？
• 日本のデジタルOOH広告市場の地域別区分は？
• 日本のデジタルOOH広告市場のバリューチェーンにおける様々なステージとは？
• 日本のデジタルOOH広告市場の主な促進要因と課題は？
• 日本のデジタルOOH広告市場の構造と主要企業は？
• 日本のデジタルOOH広告市場の競合状況は？

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査の目的
• ステークホルダー
• データソース
• 市場推定
• 調査手法

第3章 エグゼクティブサマリー

第4章 日本のデジタルOOH広告市場-イントロダクション

• 概要
• 市場力学
• 業界動向
• 競合情報

第5章 日本のデジタルOOH広告市場情勢

• 過去および現在の市場動向（2019～2024年）
• 市場予測（2025～2033年）

第6章 日本のデジタルOOH広告市場- フォーマットタイプ別の内訳

• デジタルビルボード
• ビデオ広告
• アンビエント広告
• その他

第7章 日本のデジタルOOH広告市場- 用途別の内訳

• 屋外
• 屋内

第8章 日本のデジタルOOH広告市場- 最終用途産業別内訳

• 小売り
• レクリエーション
• 銀行業務
• 輸送機関
• 教育
• その他

第9章 日本のデジタルOOH広告市場-競合情勢

• 概要
• 市場構造
• 市場企業のポジショニング
• 主要成功戦略
• 競合ダッシュボード
• 企業評価象限

第10章 主要企業のプロファイル

第11章 日本のデジタルOOH広告市場- 業界分析

• 促進要因・抑制要因・機会
• ポーターのファイブフォース分析
• バリューチェーン分析

第12章 付録

The Japan digital OOH advertising market size reached USD 1,271.5 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 3,075.1 Million by 2033, exhibiting a growth rate (CAGR) of 10.31% during 2025-2033. The Japan digital OOH market is growing because of the rising demand for interactive and experiential advertising, increasing adoption of programmatic advertising for real-time targeting and efficiency, and the integration of advanced technologies like augmented reality (AR) and automated ad space trading platforms.

Japan Digital OOH Advertising Market Trends:

Growing Popularity of Interactive and Experiential Advertising

The rising demand for interactive and experiential advertising is a critical factor bolstering the digital out-of-home (OOH) market in Japan. Modern individuals seek more than just passive advertising and want to be engaged, entertained, and immersed in the brand experience. Interactive digital displays, augmented reality (AR) setups, and touchscreen interfaces enable individuals to interact with advertisements more dynamically. This form of advertising not only attracts attention but also cultivates stronger emotional bonds between individuals and brands. As a technology-oriented country that welcomes advanced innovation, Japan is embracing this trend. Experiential advertising is favored for crafting unforgettable brand experiences, inviting clients to engage in activities, snap photos, or interact with their surroundings. This transition to interactivity enhances the impact of digital OOH ads and fosters greater engagement levels, resulting in a rise in the demand for this advertising format. In 2025, Japan Airlines launched the "You Mean the World" campaign, partnering with Liverpool FC and featuring digital OOH elements with 3D scans of football stars. Created by Jellyfish, the campaign highlights Japan Airlines' spirit of omotenashi. It aims to inspire travelers with a message of exceptional service and hospitality.

Rise of Programmatic Advertising

The growth of programmatic advertising is a significant factor in the expansion of digital OOH market in Japan. Programmatic advertising facilitates the automated purchase and sale of ad space in real-time, utilizing data and algorithms to enhance ad placement and targeting. This technology allows advertisers to modify their campaigns according to audience behavior, weather conditions, time of day, and various contextual factors, making sure that ads are displayed to the most suitable audience at the ideal time. Programmatic advertising enhances the success of digital OOH campaigns by optimizing the ad-buying process and refining targeting efficiency. As an increasing number of advertisers acknowledge the benefits of programmatic solutions in enhancing their marketing tactics, the need for digital OOH spaces is growing. This transition to programmatic advertising is transforming the realm of digital OOH, enhancing its accessibility and flexibility for various advertising requirements. In 2023, Moving Walls partnered with jeki to launch 'MASTRUM,' an automated platform for OOH advertising in Japan. The platform enabled efficient programmatic digital OOH advertising, ad space trading, and campaign measurement, aiming to expand jeki's media scope. The collaboration aimed to create a large OOH marketplace across Japan, leveraging first-party data for better planning and effectiveness.

Japan Digital OOH Advertising Market Segmentation:

Format Type Insights:

• Digital Billboards
• Video Advertising
• Ambient Advertising
• Others

Application Insights:

• Outdoor
• Indoor

End Use Industry Insights:

• Retail
• Recreation
• Banking
• Transportation
• Education
• Others

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Key Questions Answered in This Report:

• How has the Japan digital OOH advertising market performed so far and how will it perform in the coming years?
• What is the breakup of the Japan digital OOH advertising market on the basis of format type?
• What is the breakup of the Japan digital OOH advertising market on the basis of application?
• What is the breakup of the Japan digital OOH advertising market on the basis of end use industry?
• What is the breakup of the Japan digital OOH advertising market on the basis of region?
• What are the various stages in the value chain of the Japan digital OOH advertising market?
• What are the key driving factors and challenges in the Japan digital OOH advertising market?
• What is the structure of the Japan digital OOH advertising market and who are the key players?
• What is the degree of competition in the Japan digital OOH advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Japan Digital OOH Advertising Market - Introduction

• 4.1 Overview
• 4.2 Market Dynamics
• 4.3 Industry Trends
• 4.4 Competitive Intelligence

5 Japan Digital OOH Advertising Market Landscape

• 5.1 Historical and Current Market Trends (2019-2024)
• 5.2 Market Forecast (2025-2033)

6 Japan Digital OOH Advertising Market - Breakup by Format Type

• 6.1 Digital Billboards
  • 6.1.1 Overview
  • 6.1.2 Historical and Current Market Trends (2019-2024)
  • 6.1.3 Market Forecast (2025-2033)
• 6.2 Video Advertising
  • 6.2.1 Overview
  • 6.2.2 Historical and Current Market Trends (2019-2024)
  • 6.2.3 Market Forecast (2025-2033)
• 6.3 Ambient Advertising
  • 6.3.1 Overview
  • 6.3.2 Historical and Current Market Trends (2019-2024)
  • 6.3.3 Market Forecast (2025-2033)
• 6.4 Others
  • 6.4.1 Historical and Current Market Trends (2019-2024)
  • 6.4.2 Market Forecast (2025-2033)

7 Japan Digital OOH Advertising Market - Breakup by Application

• 7.1 Outdoor
  • 7.1.1 Overview
  • 7.1.2 Historical and Current Market Trends (2019-2024)
  • 7.1.3 Market Forecast (2025-2033)
• 7.2 Indoor
  • 7.2.1 Overview
  • 7.2.2 Historical and Current Market Trends (2019-2024)
  • 7.2.3 Market Forecast (2025-2033)

8 Japan Digital OOH Advertising Market - Breakup by End Use Industry

• 8.1 Retail
  • 8.1.1 Overview
  • 8.1.2 Historical and Current Market Trends (2019-2024)
  • 8.1.3 Market Forecast (2025-2033)
• 8.2 Recreation
  • 8.2.1 Overview
  • 8.2.2 Historical and Current Market Trends (2019-2024)
  • 8.2.3 Market Forecast (2025-2033)
• 8.3 Banking
  • 8.3.1 Overview
  • 8.3.2 Historical and Current Market Trends (2019-2024)
  • 8.3.3 Market Forecast (2025-2033)
• 8.4 Transportation
  • 8.4.1 Overview
  • 8.4.2 Historical and Current Market Trends (2019-2024)
  • 8.4.3 Market Forecast (2025-2033)
• 8.5 Education
  • 8.5.1 Overview
  • 8.5.2 Historical and Current Market Trends (2019-2024)
  • 8.5.3 Market Forecast (2025-2033)
• 8.6 Others
  • 8.6.1 Historical and Current Market Trends (2019-2024)
  • 8.6.2 Market Forecast (2025-2033)

9 Japan Digital OOH Advertising Market - Competitive Landscape

• 9.1 Overview
• 9.2 Market Structure
• 9.3 Market Player Positioning
• 9.4 Top Winning Strategies
• 9.5 Competitive Dashboard
• 9.6 Company Evaluation Quadrant

10 Profiles of Key Players

• 10.1 Company A
  • 10.1.1 Business Overview
  • 10.1.2 Services Offered
  • 10.1.3 Business Strategies
  • 10.1.4 SWOT Analysis
  • 10.1.5 Major News and Events
• 10.2 Company B
  • 10.2.1 Business Overview
  • 10.2.2 Services Offered
  • 10.2.3 Business Strategies
  • 10.2.4 SWOT Analysis
  • 10.2.5 Major News and Events
• 10.3 Company C
  • 10.3.1 Business Overview
  • 10.3.2 Services Offered
  • 10.3.3 Business Strategies
  • 10.3.4 SWOT Analysis
  • 10.3.5 Major News and Events
• 10.4 Company D
  • 10.4.1 Business Overview
  • 10.4.2 Services Offered
  • 10.4.3 Business Strategies
  • 10.4.4 SWOT Analysis
  • 10.4.5 Major News and Events
• 10.5 Company E
  • 10.5.1 Business Overview
  • 10.5.2 Services Offered
  • 10.5.3 Business Strategies
  • 10.5.4 SWOT Analysis
  • 10.5.5 Major News and Events

11 Japan Digital OOH Advertising Market - Industry Analysis

• 11.1 Drivers, Restraints, and Opportunities
  • 11.1.1 Overview
  • 11.1.2 Drivers
  • 11.1.3 Restraints
  • 11.1.4 Opportunities
• 11.2 Porters Five Forces Analysis
  • 11.2.1 Overview
  • 11.2.2 Bargaining Power of Buyers
  • 11.2.3 Bargaining Power of Suppliers
  • 11.2.4 Degree of Competition
  • 11.2.5 Threat of New Entrants
  • 11.2.6 Threat of Substitutes
• 11.3 Value Chain Analysis

12 Appendix