Digital advertising in Japan - statistics & facts
The rise of online media and changing information-gathering patterns have made digital advertising increasingly important to advertisers in Japan. The internet recorded strong growth in ad expenditures throughout the 2010s and overtook television as the leading advertising medium within the Japanese market in 2019. This constituted a major shift for the domestic advertising industry, as television had been the country's main advertising medium for many decades. Compared to traditional forms of advertising, digital advertising, in many cases, has the advantage of higher flexibility and precision. Many types of digital ads can be used shortly after being created, and changes to their content and placement can be made if necessary, leaving room for optimization. Detailed information on users, which so far has usually been gathered via cookies, helps improve the precision of advertisements.
