CARTA ZERO Publishes Report on Digital Marketing Trends for H1 2025

CARTA ZERO’s Latest Report on Digital Marketing Trends for H1 2025

CARTA ZERO, a subsidiary of CARTA HOLDINGS specializing in digital marketing, recently released a comprehensive report analyzing the trends and current state of the digital marketing landscape in Japan for the first half of 2025. Conducted among industry professionals, this research offers valuable insights into how digital advertising expenditures are trending and the factors driving these changes.

Key Findings from the Report

The report highlights a continued upward trend in digital advertising spending, with a particular focus on social media and video advertising, which have emerged as leading sectors within the market. Approximately 62% of respondents indicated an increase in their advertising budgets allocated to digital platforms, signaling a robust shift towards digital marketing strategies.

Furthermore, the report examines the impact of generative AI on advertising campaigns, revealing that nearly 90% of companies have already begun incorporating this technology into their operations. This reflects the widespread integration of AI tools in areas such as text generation, brainstorming, and data analysis and reporting.

Changes to the Research Methodology

This report represents a continuation of CARTA ZERO's ongoing efforts to analyze digital marketing trends, previously referred to as the 'Internet Advertising Market Survey.' The name has been updated to accurately reflect the current market environment, broadening the scope of analysis to encompass the full spectrum of digital marketing.

The quantitative data compiled for this report came from survey responses of 92 marketers and industry stakeholders, combined with insights from CARTA ZERO's proprietary programmatic display advertising analytics tool, 'CARTA ZERO 360 Programmatic Display Market Analytics.' This tool aggregates data from various supply partners to assess the market size and trends specifically within Japan's display advertising sector.

Detailed Insights into Advertising Cost Trends

In examining the operational display advertising market, the average CPM (Cost Per Thousand Impressions) for the first half of 2025 was recorded at approximately ¥138.6, marking a slight increase from ¥130.2 in the previous year. Although fluctuations were observed throughout the year, significant changes in average CPM were largely consistent.

Notably, several industries reported CPM increases exceeding 100%, with the fashion and accessories sector showing a remarkable growth of 135% compared to the same period last year.

Shifts in Budget Allocation Towards Digital Advertising

The responses illustrated a decisive trend towards digital integration, with 57.6% of marketers indicating that more than 70% of their advertising budgets are now directed toward digital channels. The report also revealed that social media and video advertising have seen the most substantial increases in budget allocation, highlighting the growing emphasis on engaging consumers through these dynamic platforms.

Social Commerce and Future Prospects

While approximately 20% of surveyed marketers are currently engaging with social commerce, a notable number expressed interest but reported challenges in implementation. This indicates a potential growth area within the market as companies seek to navigate the evolving digital landscape.

Generative AI's Role in Marketing

CARTA ZERO's analysis sheds light on the varied applications of generative AI within marketing, which is already being used extensively for tasks ranging from content creation to data analytics. However, concerns surrounding the quality and security of AI-generated content continue to persist, emphasizing the need for reliable strategies and protocols to mitigate these risks.

CARTA HOLDINGS' AI Promotion Department Director, Tomoyuki Kato, commented on the results, noting the dramatic increase in investment in social and video advertising while addressing the gaps in knowledge and resources that many marketers face regarding social commerce.

CARTA ZERO is committed to developing AI-driven solutions that leverage their extensive marketing data and expertise, aiming to minimize risks while maximizing the effectiveness of advertising campaigns.

Conclusion

The findings from CARTA ZERO's report not only provide a snapshot of the current state of digital marketing but also pave the way for future developments. As companies grapple with the rapid advancements in technology and shifting consumer behavior, it will be vital for marketers to adapt and innovate to maintain competitive advantages in this dynamic marketplace.

For those interested in the white paper, inquiries can be submitted through the following link: White Paper Request Form.