TOP Ad Agencies in Japan – Ad World Masters Agency of the Year 2022 Winners!

As the year 2023 begins, Ad World Masters is proud to announce its Agencies of the Year. Our rigorous selection process, which assesses the potential value of each agency, has resulted in the recognition of some of the most outstanding and accomplished agencies in the industry.

The selection process is based on the Agency Score, which is calculated using our proprietary Artificial Intelligence Algorithms. Agencies had until December 31st, 2021 to improve their score and compete for the coveted title of Agency of the Year.

The title of Agency of the Year is granted based on the Agency Score and is divided into three levels of recognition: Gold, Silver and Bronze. Gold is awarded to agencies with scores of 9.2 or higher, Silver is awarded to agencies with scores of 8.7 or higher, and Bronze is awarded to agencies with scores of 8.5 or higher. Each awarded agency will receive a digital badge of “Agency of the Year” for the level they are in.

The results of the competition are categorized by country, depending on the agency’s main location. In Japan, the Ad World Masters Agencies of the Year competition features 1 Gold, 1 Silver, and 1 Bronze winners. These agencies represent the very best in the industry and are a testament to the creativity, innovation, and excellence that define the advertising field.

We would like to extend our heartfelt congratulations to all of the winners and thank all of the participating agencies for their dedication and hard work. We look forward to seeing the impact of their work in the coming year and beyond.

Curious to discover the results of other markets? Explore the results per country and learn more about the competition. If you don’t see your agency listed, sign up, list or claim your agency and you could be nominated for next year!

Insights into the advertising industry in Japan

The advertising market in Japan is one of the largest in the world, with a value of over $40 billion in 2020. The market is dominated by large agencies such as Dentsu, Hakuhodo, and ADK. These agencies work with major brands and media companies to create and place advertisements across traditional and digital media.

In terms of traditional media, television remains the most popular advertising platform in Japan, accounting for around 40% of total ad spending. Print media, such as newspapers and magazines, also play a significant role, with around 20% of ad spending.

In recent years, digital advertising has become increasingly important in the Japanese market. In 2020, digital advertising accounted for around 35% of total ad spending, with the majority of this going to mobile and video advertising. E-commerce has also seen strong growth, with online sales in Japan reaching over $100 billion in 2019.

According to IAB Japan, the top 5 ad spenders in Japan in 2020 were:
Dentsu – $5.7 billion
Hakuhodo – $4.4 billion
ADK – $3.8 billion
Asatsu-DK – $2.5 billion
J. Walter Thompson – $1.3 billion

According to eMarketer, Japan ranks second in the world in terms of mobile ad spending per capita, behind only China.

Japanese consumers are very receptive to digital advertising, particularly when it comes to mobile and social media advertising. In 2020, mobile advertising spending reached $12.1 billion, with social media accounting for $5.2 billion.

The advertising market in Japan is highly competitive, with a strong focus on creativity and innovation. Agencies in Japan are known for their unique and effective advertising campaigns, which often reflect the country’s unique culture and values.

In addition to traditional and digital advertising, out-of-home (OOH) advertising is also popular in Japan. OOH advertising includes billboards, bus stop posters, and other forms of advertising that reach consumers outside of their homes. OOH advertising accounted for around 10% of total ad spending in 2020.

The Japanese government has also been promoting “Cool Japan” as a means to promote Japanese culture and products globally, and as a result, many Japanese brands are investing in international advertising campaigns.

Another interesting fact about the Japanese advertising market is that it is heavily regulated by the Japanese government, with strict rules and guidelines for advertising content and placement. This has led to a greater emphasis on ethical and socially responsible advertising in Japan.

The advertising market in Japan is also known for its strong focus on data-driven marketing, with many brands and agencies using advanced analytics and customer data to create highly targeted and effective advertising campaigns.

The online video advertising is also showing a significant growth in Japan, as the country’s population is highly engaged in online video platforms like YouTube and TikTok. In 2020, online video ad spending reached $1.5 billion, and it’s expected to reach $2 billion by 2022.

In conclusion, the advertising market in Japan is one of the largest and most advanced in the world, with a strong focus on creativity, innovation, and data-driven marketing. Traditional and digital media, as well as out-of-home advertising, are popular in Japan. The Japanese consumers are receptive to digital advertising, particularly when it comes to mobile and social media advertising and the market is expected to continue to grow in the coming years driven by increasing popularity of digital advertising and the growth of e-commerce.