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牛津经济研究院：2025日本中小型企业在线广告研究报告（英文版）（10页）.pdf

上传人： 1****1 编号：915206 2025-09-19 10页 1.42MB

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1、ONLINE ADVERTISING IN JAPAN THE SMB PERSPECTIVE AUGUST 202523Online advertising in Japan:The SMB perspective Online advertising in Japan:The SMB perspective EXECUTIVE SUMMARYA robust online advertising industry is maturing in Japan,the worlds third largest advertising market.Japan is uniquely positi

2、oned relative to other countries,with traditional forms of advertising still accounting for around half of all advertising spend,more than other significant markets.Japan has huge potential to grow its online advertising industry,with cascading economic benefits,particularly for small and medium-siz

3、ed businesses(SMBs),a critical segment of the economy.In partnership with Google,Oxford Economics surveyed 1,000 SMBs across nine industries in Japan to understand their online advertising strategies,growth plans,barriers to adoption,and returns on investment.KEY TAKEAWAYS1.SMBs are making the most

4、of the diverse online advertising ecosystem.Over nine in 10 respondents use at least two ad formats and three digital ad platforms.2.SMBs report a long list of benefits of using online advertising,including revenue growth,cost effectiveness and measurability.2.1.80%of SMBs believe that online advert

5、ising enables clear insights into ad effectiveness to inform key business decisions.3.Online advertising delivers strong return on investment(ROI)for SMBs,with 88%expecting it to increase the ROI of their campaigns over the next three years.4.87%of SMBs acknowledge AIs potential to significantly enh

6、ance efficiency,creativity,and ROI,but only one-third of respondents are currently leveraging AI for online ads.5.Navigating the competitive online advertising landscape and developing technical skills are the top two hurdles for SMBs to unlock further returns on their online advertising investments

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根据《日本在线广告——中小企业视角》报告，以下为全文关键点： 1. 日本在线广告市场潜力巨大，预计到2028年，在线广告将占广告预算的多数。 2. 中小企业（SMBs）积极利用在线广告，90%的受访者使用至少两种广告格式和三种数字平台。 3. 在线广告为SMBs带来显著回报，88%的受访者预计未来三年内广告投资回报率将提高。 4. 87%的SMBs认为人工智能（AI）可显著提高效率、创造力和投资回报率，但只有三分之一正在利用AI进行在线广告。 5. 竞争激烈和缺乏技术技能是SMBs采用在线广告的主要障碍。 6. 领先的SMBs在利用在线广告和AI方面领先于同行。 7. 建议通过提高意识、投资数字工具和技能、支持AI整合以及动员政府和企业合作来支持SMBs利用在线广告。
"日本SMB如何玩转在线广告？" "AI助力，日本SMB广告ROI翻倍？" "日本SMB在线广告，挑战与机遇并存！"
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