Report: How to Advertise in Japan

About the Report 

In Japan, the advertising industry is dominated by the giant Japanese agencies. Historically, these agencies developed unique business customs which may seem a bit strange to Europeans. Should a European company decide to advertise in Japan, it is essential to understand how the Japanese agencies work and how advertising spaces are sold & purchased. This report provides the latest and detailed information to cover these topics, in order to help European companies make wise decisions in advertising in Japan.

15-11-16 | 10:30 h - 11:30 h

Webinar 82: How to Advertise in Japan

Which media should you use to gain the maximum return on your investment when advertising in Japan?

About Media

Just as in the rest of the world, the media industry in Japan is going through an increasingly rapid transformation due the arrival of new technologies such as smartphones and iPads, as well as the increasing popularity of new media


Altogether, there are some 3,700 publishing companies in Japan (80% of them in Tokyo), which produce together about ¥1.7 trillion-worth of business annually. However, few publishers have their own in-house facilities for printing, binding and sales.


Japan is the world’s third-largest advertising market after the US and China. Japan’s advertising expenditures for calendar 2017 totaled ¥6,390.7 billion, an increase of 1.6% compared with the previous year’s figure.

Advertising / Competition Law

Japanese advertising and competition laws have been subject to government reform and restructuring in recent years. The Japan Fair Trade Commission (JFTC) is one of the world oldest fair trade commissions.

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