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

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