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1、Facebook&Instagram Advertising in JapanAn analysis of top social advertisers and creative strategy in the Japanese market0304050607 2023 Sensor Tower Inc.-All Rights Reserved|2IntroductionTotal SpendTop CategoriesTop AdvertisersBrand SpotlightsGeography BreakdownKey Takeaways0910 2023 Sensor Tower I

2、nc.-All Rights Reserved3JP147B Spend 750+Categories 14K Advertisers$982M Spend 185B Impressions 242K Creatives Pathmatics by Sensor Tower is excited to announce the release of Facebook and Instagram data in Japan,our first ever APAC country.Now,you can compare brands creatives,see historical impress

3、ions and seasonal spending habits,and gain visibility into top advertisers and categories for the country.One of the primary geographical requests from our customers,Japan ranks second in both display and mobile ad spending in Pathmatics supported countries,outside of the US.This report digs deep in

4、to the top advertisers and categories in Japan,in Q4 2023,and offers a powerful preview of insights into Japans growing social ad landscape.IntroductionBy the numbers 2023 Sensor Tower Inc.-All Rights Reserved|US$613MUS$369M4Advertisers invested nearly$1B across Facebook and Instagram in Q4 2023.Ins

5、tagram received$613M,representing+66%more than Facebook.The spend gap between the two social platforms was consistent across all three months of Q4.Advertisers in Japan prioritized Instagram over FacebookTOTAL SPEND Total Spend by Channel,Q4 2023 2022 Sensor Tower Inc.-All Rights Reserved 2023 Senso

6、r Tower Inc.-All Rights Reserved|5In Q4 2023,brands invested heavily in Jobs&Education advertising on Facebook&Instagram.Notably,Instagram topped Facebook by+$62M within Japans highest ranking category.Apparel ranked#2,driven by advertising from the Shein Group.TOP CATEGORIES Top Product Categories

7、Based on total spend across Facebook&InstagramAmong Product Categories,Ad Spend Across Facebook&Instagram was Led by Jobs&EducationJobs&EducationApparelAll Categories*Business&IndustrialsMedia&EntertainmentShoppingUS$32MUS$36MUS$35MUS$46MUS$60MUS$85MUS$28MUS$27MUS$29MUS$38MUS$34MUS$23MTotal Spend$10

8、8M$94M$83M$63M$63M$60MThe Jobs&Education category included activity from 983 different advertisers,led by Recruit Holdings Co.($12M),en Japan Inc.($5M),and Zoshinkai Holdings Inc.($5M).Recruit Holdings Co.en Japan Inc.Zoshinkai Holdings Inc.*All Categories may include creatives that arent associated

9、 with a particular category,creatives that feature products from several categories,or corporate ads.2023 Sensor Tower Inc.-All Rights Reserved|6Across all advertisers in Japan,no one spent more than Rakuten Group in Q4 2023($31M),while#2 ranked Amazon was Japans top investor on Facebook($11M).Among

10、 the remaining top advertisers,Spotify allocated the largest share of their budget to Instagram(91%),while Temu demonstrated the strongest prioritization of Facebook(58%).Rakuten Group and Amazon Land Top Social Status Across Japan Facebook and Instagram SpendTOTAL SPEND Total Spend by Channel,Q4 20

11、23Rakuten GroupASheIn Group LimitedSpotifyTemu(Whaleco Inc.)Adobe SystemsDisneyRecruit Holdings Co.Mynavi CorporationSamsungUS$4MUS$9MUS$9MUS$7MUS$8MUS$7MUS$18MUS$15MUS$15MUS$22MUS$3MUS$1MUS$3MUS$9MUS$9MUS$9MUS$2MUS$6MUS$11MUS$9MTotal Spend$31M$27M$21M$20M$16M$16M$16M$12M$10M$8M 2022 Sensor Tower In

12、c.-All Rights Reserved 2023 Sensor Tower Inc.-All Rights Reserved|7While Rakuten Group invested$31M across both channels,Instagram was clearly preferred as they budgeted 70%to the social platform in Q4 2023,more than any other advertiser during that time.The brand supported 469 unique creatives,with

13、 36%of ad dollars promoting Travel&Tourism messaging,with their top creative promoting hotels with saunas.BRAND SPOTLIGHT:RAKUTENRakuten Group invested heavily on Instagram with a focus on Travel&Tourism10/1/23 10/14/2310/27/23 11/9/23 11/22/23 12/5/23 12/18/2312/31/2370%30%1%9%3%22%37%28%Story Post

14、Photo PostLink PostReel PostVideo PostCarousel Post$31M Q4 Spend$155K$105KDaily SpendSpend by ChannelSpend by Creative TypeSpend:$549K Impressions:99MSpend:$354K Impressions:71MSpend:$145K Impressions:29M 2022 Sensor Tower Inc.-All Rights Reserved 2023 Sensor Tower Inc.-All Rights Reserved|8In Q4 20

15、23,Amazon invested a total of$27M on Instagram and Facebook,promoting 674 creatives across an impressive range of 38 different brands.Amazons brand prioritization demonstrates their focus on digital content services,such as Prime Video,Amazon Music,and Audible.BRAND SPOTLIGHT:AMAZONJapans#2 advertis

16、er,Amazon,implemented custom channel mixes to support their extensive portfolio of products&servicesA(General)Prime VideoAmazon MusicKindleAudibleAmazon PhotosShop AmazonAmazon Web ServicesAmazon AdvertisingAmazon Fire Tablet94%69%55%38%67%69%53%55%99%39%6%31%45%62%33%31%47%45%1%61%Total Spend$10M$4

17、M$4M$3M$2M$2M$636K$612K$291K$279KAcross Amazons offerings,Prime Video received more ad support than any other digital service or device.To promote Prime Video,Amazon turned almost exclusively to Instagram,where messaging most often promoted specific content,like Gridman Universe.For Shop Amazon,Q4 a

18、dvertising included Black Friday promotions on Facebook,where the retailer promised savings up to 40%off.Channel Allocation by Brand,Top 10 Shown 2023 Sensor Tower Inc.-All Rights Reserved|9Between October 1,2023 YTD 2024,Both Rakuten Group and Amazon focused Instagram and Facebook ad spend in the h

19、ighest populated cities in Japan,nearly mirroring each other in Tokyo(23%and 22%respectively),Osaka,Nagoya,Yokohama,and Chiba.While they deviate in spend share further down the list,its no surprise both top advertisers allocated money to the most densely populated regions.Rakuten Group and Amazon fo

20、cus similar ad spend in Japans highest populated citiesGEOGRAPHY BREAKDOWN Top Spend in Regions Based on total spend across Facebook&Instagram 2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|Brands prioritized Instagram over Facebook In Q4 2023,advertisers in Ja

21、pan invested nearly$1B across Instagram and Facebook.Spend on Instagram outpaced Facebook by a significant margin of+66%.Jobs&Education was the#1 most heavily supported category Ad spend for Jobs&Education reached$108M across Facebook&Instagram,including activity from nearly 1K different brands,with

22、 Apparel ranking#2 category at$94M.Rakuten Group and Amazon outspent all other advertisers Rakuten Group allocated 70%of their budget to Instagram,with a focus on Travel&Tourism messaging.For Amazon,social media ads supported a portfolio of 38 brands,prioritizing their digital content services.Top P

23、opulation Hubs gain the lions share of ad dollars Both Rakuten Group and Amazon focused Instagram and facebook ad spend in the highest populated cities in Japan,matching each other in Tokyo,Osaka,Nagoya,Yokohama,and Chiba,with those top 5 cities gaining 40%and 39%spend share,respectively,from the ad

24、vertisers.Key Takeaways 2023 Sensor Tower Inc.-All Rights Reserved|10Interested in our digital marketing intelligence solutions?If you want to learn more about Sensor Tower,please request a demo:Request a free insights reportGet the latest insights Read new analysis of the digital marketing ecosyste

25、m at 2023 Sensor Tower Inc.-All Rights Reserved|11 2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|2023 Sensor Tower Inc.-All Rights Reserved|12This report and all original content contained within are wholly owned by Sensor Tower,Inc.2024.Modification,republica

26、tion,distribution,or other unauthorized usage violate this copyright,unless express permission has been granted.App icons,images,and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary.If you would like to republish any of the data contained in this report,please email for further information on how to do so.Were always happy to work with news organizations to provide custom data,insights and commentary.Contact for help.Sensor Tower Terms of Use