| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 4.33 Billion |
| Market Size (2030) | USD 4.87 Billion |
| CAGR (2025 - 2030) | 2.38 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Japan OOH and DOOH Market Analysis
The Japan OOH And DOOH Market size is estimated at USD 4.33 billion in 2025, and is expected to reach USD 4.87 billion by 2030, at a CAGR of 2.38% during the forecast period (2025-2030).
- The Japanese out-of-home (OOH) and digital out-of-home (DOOH) advertising industries are experiencing significant growth due to technological advancements and shifts in consumer behavior. The proliferation of digital screens in urban areas and transit systems has expanded the reach and engagement of advertising campaigns.
- Companies like Dentsu leverage data analytics to tailor ads to specific demographics and optimize placement. JR East, the operator of Japan's largest railway network, has incorporated DOOH screens in stations and trains, offering dynamic and interactive content that captures commuters' attention.
- Additionally, NTT Docomo has partnered with local governments to deploy smart city initiatives, integrating DOOH with real-time data to deliver relevant and timely information to the public. This growth is further fueled by innovations in augmented reality (AR) and virtual reality (VR), enhancing the immersive experience of advertisements. The synergy between traditional OOH formats and digital technologies is creating a robust advertising ecosystem that appeals to tech-savvy consumers and provides measurable results for advertisers. This trend underscores the potential for OOH and DOOH to play a pivotal role in the future of advertising in Japan.
- In April 2023, Vpon Big Data Group (Vpon), a key big data company in Asia, formed a strategic partnership with VIOOH, the global digital out-of-home (DOOH) advertising supplier platform. This collaboration combined Vpon’s extensive mobile data and AI creative technology, known as ‘InVnity,’ with VIOOH’s global programmatic DOOH inventories. Advertisers can programmatically display their content at specific times, with advertising visuals generated by the ‘InVnity’ AI system tailored to different target audiences. The goal is to deliver personalized and targeted advertisements to potential customers.
- In addition to this, smart utility digital displays are likely to emerge equipped with facial-identity scanners, thermal detectors, and cue management platforms across congregation points such as in the retail, transit, hospitality, banking, and education industries. This influx of DOOH-utility infrastructure could help boost the digitization drive in the country and create a new opportunity for the DOOH industry.
Japan OOH and DOOH Market Trends
Transportation Applications Augment the Market's Growth
- The out-of-home (OOH) and digital out-of-home (DOOH) advertising market in Japan has experienced notable growth, driven by technological advancements and shifts in consumer behavior. Transportation hubs such as train stations, airports, and bus terminals play a critical role in this expansion. Japan's extensive and efficient public transportation network, particularly in major urban centers like Tokyo, Osaka, and Kyoto, presents a fertile ground for OOH and DOOH advertising.
- The growth in the transportation segment of the OOH market is underpinned by several factors. Firstly, the high population density and the heavy reliance on public transport mean a large, captive audience for advertisers. Daily commutes expose millions to transit ads, making this medium highly effective. Secondly, advancements in digital technology have enabled more dynamic and interactive advertising formats. Digital screens at train stations and on platforms can display a variety of ads in quick succession, increasing engagement and recall. Furthermore, real-time data and analytics allow advertisers to tailor their messages based on the time of day, weather conditions, and even passenger demographics.
- The transit industry in Japan has seen a considerable increase in the use of mobile integration, which enables advertisers to design interactive experiences that commuters would enjoy. Commuters can use their smartphones to scan QR codes on digital signage to access more content, take part in contests, or make payments. Bus shelters with NFC (Near Field Communication) technology are a real-world illustration of this integration, allowing commuters to tap their smartphone to quickly download special offers or marketing discounts.
- In May 2023, Moving Walls, a global provider of ad-tech solutions, joined forces with jeki, a major player in the Japanese out-of-home (OOH) market, in a partnership aimed at illuminating jeki’s screens across Japan, catering to both inbound and outbound demand on a global scale. This collaboration aims to establish and reinforce a seamless system to meet the growing demand for media assets. Moving Walls will utilize its position as a global media solution partner to attract international buyers to jeki’s media.
- Overall, the transit segment is positioned for significant growth as the country invests in transportation infrastructure and smart city initiatives, providing advertisers with an opportunity to reach a captive audience while they are traveling every day. The transit segment of the Japanese DOOH market provides a compelling environment for businesses to connect with consumers while they are on the go due to dynamic content, real-time updates, and tailored experiences.
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Automotive End-user Industry Spurring Market Growth
- The out-of-home (OOH) and digital out-of-home (DOOH) advertising market in Japan has seen substantial growth, particularly driven by the automotive end-user industry. The increasing integration of digital technologies in advertising has revolutionized how brands engage with consumers, particularly in bustling urban environments where high foot traffic ensures wide reach and visibility.
- The automotive segment, with its need to continuously capture the attention of potential buyers, has been a significant driver of this growth. Japanese automakers and dealerships leverage OOH and DOOH to showcase new models, promote features, and create brand awareness through strategically placed billboards, digital displays, and interactive screens.
- The evolution of DOOH, characterized by dynamic content and real-time updates, has provided automotive brands with innovative ways to connect with tech-savvy consumers. These digital platforms allow for targeted advertising based on location, time of day, and even the demographic profiles of the audience, enhancing the effectiveness of campaigns. The data-driven nature of DOOH campaigns helps brands measure engagement and optimize their strategies for better results.
- As per the Japan Automobile Manufacturers Association, in 2023, around 7.77 million passenger cars were produced in Japan, up from about 6.57 million units in the previous year. The total domestic production volume reached approximately nine million units, which included buses and trucks along with passenger cars.
- In addition to this, Toyota frequently adopts advanced advertising techniques. Toyota's campaigns frequently utilize high-tech digital billboards in key locations such as Tokyo's Shibuya Crossing, one of the busiest intersections worldwide. These billboards often feature interactive elements, allowing passersby to engage with the content through their smartphones. Such campaigns not only increase brand visibility but also offer an immersive experience, aligning with Toyota's innovative brand image.
- Overall, the growth of the automotive segment of the Japanese OOH and DOOH advertising market reflects a broader trend of digital transformation in marketing. By embracing these modern advertising channels, automotive companies like Toyota continue to capture the interest of consumers in a competitive market, demonstrating the critical role of innovative advertising in driving market growth.
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Japan OOH And DOOH Industry Overview
The Japanese OOH and DOOH market is fragmented. The industry comprises various large outdoor advertising and media organizations with operations in multiple markets, along with smaller local companies operating a limited number of structures in one or a few of the local markets.
- In May 2024, Hanshin Contents Link Corporation, the master licensee of the Billboard brand in Japan, signed a new partnership agreement with Luminate Data, a US-based company that aggregates music data (streaming, digital, and physical sales) from hundreds of sources and provides data reflecting trends in 49 different international markets. The agreement provides HCL with an exclusive license to sell and distribute Luminate’s global streaming and engagement data, consumer insights, and enhanced metadata solutions via Luminate’s all-new music platform in Japan.
- In December 2023, Perion Network Ltd, which connects advertisers with consumers through technology across all major digital channels, announced that it had completed the acquisition of Hivestack Inc., an innovative full-stack programmatic digital out-of-home (DOOH) company. The terms of the transaction include USD 100 million in cash paid upon closing and a three-year employee retention and performance-based payment plan of up to USD 25 million.
Japan OOH And DOOH Market Leaders
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Dentsu Inc.
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Hitachi Ltd.
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Kesion Co., Ltd
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MCDecaux (JCDecaux Group)
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LIVE BOARD, INC.
- *Disclaimer: Major Players sorted in no particular order
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Japan OOH And DOOH Market News
- February 2024: LIVE BOARD, a Japanese operator of data-driven DOOH networks, played an instrumental role in redefining taxi media advertising in Tokyo following its tie-up with News Technology Co. This strategic collaboration integrated one of Tokyo's key taxi signage media networks. The partnership aims to set a new benchmark in the Tokyo OOH sphere by reaching an impressive 7.7 million monthly taxi passengers in the city’s 23 wards.
- October 2023: MASTRUM, the impression-based DOOH advertising platform introduced by JR East Marketing & Communications Inc. (jeki) in partnership with Moving Walls Group earlier the same year, completed the integration of about 34,000 screens as part of its first phase. MASTRUM is a white-labeled, customized DSP/SSP platform tailored to the Japanese OOH advertising market. It is powered by Moving Walls, the global OOH enterprise software provider. With a focus on visualization of advertising cost-effectiveness and automation of media transactions, MASTRUM is set to be the key OOH media platform in Japan.
Japan OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit and transportation (advertising in and on vehicles used for public transportation), and place-based media (media at points of sale). The scope of the study includes digital and static advertisements placed in indoor and outdoor locations across shopping malls, airports, streets, and transit points. The commission costs of agencies and production costs are excluded from the scope of work.
The Japanese OOH and DOOH market is segmented by type (static OOH and digital OOH (programmatic OOH and other digital OOH types)), application (billboards and transportation (airports and other transportation applications)), street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries).
The market sizes and forecasts are provided in value (USD) for all the above segments.
| By Type | Static OOH | ||
| Digital OOH | Programmatic OOH | ||
| Other Digital OOH Types | |||
| By Application | Billboard | ||
| Transportation | Airports | ||
| Other Transportation Applications | |||
| Street Furniture | |||
| Other Place-based Media | |||
| By End-user Industry | Automotive | ||
| Retail and Consumer Goods | |||
| Healthcare | |||
| BFSI | |||
| Other End-user Industries | |||
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Japan OOH And DOOH Market Research Faqs
How big is the Japan OOH And DOOH Market?
The Japan OOH And DOOH Market size is expected to reach USD 4.33 billion in 2025 and grow at a CAGR of 2.38% to reach USD 4.87 billion by 2030.
What is the current Japan OOH And DOOH Market size?
In 2025, the Japan OOH And DOOH Market size is expected to reach USD 4.33 billion.
Who are the key players in Japan OOH And DOOH Market?
Dentsu Inc., Hitachi Ltd., Kesion Co., Ltd, MCDecaux (JCDecaux Group) and LIVE BOARD, INC. are the major companies operating in the Japan OOH And DOOH Market.
What years does this Japan OOH And DOOH Market cover, and what was the market size in 2024?
In 2024, the Japan OOH And DOOH Market size was estimated at USD 4.23 billion. The report covers the Japan OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Japan OOH And DOOH Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Japan OOH And DOOH Industry Report
Statistics for the 2025 Japan OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Japan OOH And DOOH analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
