Japan In-App Advertising Market Size, Share, By Type (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Others), By Application (Messaging, Entertainment, Gaming, Online Shopping, Payment and Ticketing, and Others), Japan In-App Advertising Market Insights, Industry Trend, Forecasts to 2035.

Japan In-App Advertising Market Insights Forecasts to 2035

• Japan In-App Advertising Market Size 2024: USD 9.51 Bn
• Japan In-App Advertising Market Size 2035:  USD 43.2 Bn
• Japan In-App Advertising Market Size CAGR 2024: 8.2%
• Japan In-App Advertising Market Size Segments: Type and Application

Japan in-app advertising market stands for the market of digital ads that are delivered inside mobile applications in Japan, allowing brands to upload messages via banners, video, native, and rewarded ads, among others.

streaming technology developer has officially launched its operations in Japan by opening an office in Tokyo. Along with this move, high-impact video advertising will gradually replace static banners. This technology brings about a 70% increase in ad engagement, while 40% of data waste is cut off. Operations will be headed by Setsuko Iijima, who will be the one to push digital advertising innovations in Japan.

The Digital Agency has been set up by the Japanese government to hasten the process of digital transformation all over the country, enhance the quality of the digital infrastructure, and make industries more receptive to innovation through the use of data. The agency's activities are beneficial for the growth of digital markets and digital services that are necessary for the online and in-app advertising to flourish by empowering the adoption of digital technologies and improving the regulations.

Japan’s in-app advertising market is mainly increased by the use of smartphones, mobile gaming, AI-based targeting, 5G technology, and the gradual movement of brands towards a data-driven mobile advertising approach.

Market Dynamics of the Japan In-App Advertising Market:

The Japan in-app advertising market is driven by several factors, including smartphone penetration that is on the rise, mobile gaming and app usage that are very strong, 5G technology that is widely adopted, and e-commerce and digital payments that are growing, among others. Advertisers are increasingly focusing on personalized and data-driven marketing methods and also using AI and programmatic advertising technologies across mobile platforms, which further drives the market.

The Japan in-app advertising market is restrained by the existence of very strict data privacy regulations, the limited access that marketers have to user data, users getting fed up with ads, the high level of competition, and the increasing use of ad blockers, which lowers the targeting efficiency and the ROI for the advertisers.

The future of the Japan in-app advertising market is bright and promising, with the advanced mobile technologies, AI-driven targeting, wider app ecosystems, more mobile engagement, and higher acceptance of performance-based and immersive ad formats as the main driving forces behind the growth.

Market Segmentation

The Japan In-App Advertising Market share is classified into type and application.

By Type:

The Japan in-app advertising market is divided by type into banner ads, interstitial ads, rich media ads, video ads, and others. Among these, the video ads segment dominated the share in 2024 and is anticipated to grow at a remarkable CAGR during the forecast period. Video ads lead because of the great interaction they get from the users, strong mobile gaming and thus rich storytelling, and the advantages of brand recall, which make the companies stick to this type of advertising.

By Application:

The Japan in-app advertising market is divided by application into messaging, entertainment, gaming, online shopping, payment, ticketing, and others. Among these, the gaming segment accounted for the largest market share in 2024 and is anticipated to grow at a remarkable CAGR during the forecast period. Gaming is ruling the whole market because of the great love for mobile games in Japan, the people being highly engaged, frequent in-app purchases, and game developers making extensive use of rewarded and video ads.

Competitive Analysis:

The report offers the appropriate analysis of the key organisations/companies involved within the Japan In-App Advertising market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market. 

Top Key Companies in Japan In-App Advertising Market:

• Dentsu Group Inc.
• Hakuhodo Dy Holdings
• Cyberagent, Inc.
• Ly Corporation (Line)
• Adways Inc.
• I-Mobile Co., Ltd.
• D2c Inc.
• Cyberz
• Gmo Ad Partners
• Others

Recent Developments in Japan In-App Advertising Market:

In January 2025, Meta on this day initiated a trial of advertisements on Threads with selected brands in the US and Japan, embedding personalized image ads in the home feed. The experiment's goal is to optimise ad interaction through Meta’s ad technology while making sure that users have the final say on their ad experience. Among the features to be included later on are inventory filters, third-party verification, and more languages to be supported. Threads has already reached 300 billion users per month.

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at the Japan, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Japan in-app advertising market based on the below-mentioned segments:

Japan In-App Advertising Market, By Type

• Banner Ads
• Interstitial Ads
• Rich Media Ads
• Video Ads
• Others

Japan In-App Advertising Market, By Application

• Messaging
• Entertainment
• Gaming
• Online Shopping
• Payment and Ticketing
• Others