日本の広告費2025から“今さら聞けない” 広告産業の四半世紀を振り返る【中央大学 名誉教授 田中 洋】 https://www. yayafa.com/2774706/ # Agen
agents openai
| Source: Mastodon | Original article
Japan’s advertising market hit a new milestone in 2025, with total spend climbing to ¥8.62 trillion – a 5 % year‑on‑year rise and the fourth consecutive record, according to Dentsu’s latest industry survey. For the first time, digital advertising accounted for just over half of the pie (50.2 %), overtaking traditional TV, print and outdoor media that had dominated the sector for decades.
The breakthrough was the focus of a recent interview with Professor Hiroshi Tanaka, emeritus professor at Chuo University and former head of the Japan Marketing Society. Tanaka, who spent 21 years at Dentsu before moving into academia, used the occasion to trace the industry’s evolution over the past 25 years. He highlighted the shift from mass‑reach TV spots in the 1990s to data‑driven programmatic buying in the 2010s, and now to AI‑powered creative generation and real‑time audience segmentation. “What used to be a ten‑person planning team is now a swarm of autonomous agents that negotiate inventory, optimise bids and even draft copy,” he said, underscoring how generative AI has become a core tool rather than a novelty.
The numbers matter because they signal a structural reallocation of budgets toward platforms that can leverage AI at scale. Advertisers are increasingly demanding measurable ROI, prompting a surge in investment in AI analytics, predictive modelling and automated content creation. For Nordic AI firms, the Japanese market – long regarded as conservative and fragmented – now presents a clear appetite for sophisticated ad‑tech solutions that can navigate the country’s strict privacy regime while delivering hyper‑personalised campaigns.
Looking ahead, industry watchers will monitor the rollout of AI‑driven “media OS” platforms that promise end‑to‑end campaign management, the impact of upcoming data‑protection legislation on cross‑border ad‑tech services, and the pace of consolidation among Japanese ad agencies seeking to acquire AI expertise. The next wave of growth will likely be defined not just by how much is spent, but by how intelligently that spend is orchestrated by autonomous agents.
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