Guides
Guides for Brands Entering Japan
Practical, English-language guides for overseas marketers who want to run vertical video ads in Japan: how to plan creative for Japanese audiences, what it costs, how to hire a production team, how TikTok's formats work in Japan, and which advertising rules apply. Written by ZVA, a Fukuoka-based team that produces and runs vertical video ads.
Getting started in Japan
How to Run Video Ads Effectively for Japanese Audiences (2026): 8 Rules
Run video ads for Japanese audiences in Japanese, not translation: a 2-second hook, large telop for sound-off viewing, 21–34 sec TikTok ads, native talent and steady testing. 8 rules with data.
Read →Japan Ad Spend Statistics 2026: Internet, Search (PPC), Video and Vertical Video Ads
Japan advertising spend statistics: ¥8.06T total in 2025, internet ¥4.05T, search (PPC) about ¥1.28T, video ads ¥1.03T, vertical video ¥204.9B. Sourced data for overseas marketers.
Read →A Practical Guide to Localizing Vertical Video Ads (TikTok/YouTube/Instagram) for Japan
How to localize TikTok, YouTube and Instagram vertical video ads for Japan: market data, why translated ads underperform, a case study, four stages and pricing.
Read →Japan Video Market 2026: VOD, Digital Video Content and Video Ad Market Size
Japan's video market in data: VOD ¥674.0B in 2025, SVOD over ¥600B, video ads over ¥1 trillion, vertical video ads ¥204.9B, with forecasts and sources. What is (and isn't) known about video analytics and VaaS.
Read →Hiring a team and planning budgets
Short-Form Video Agency in Japan: How to Hire a Vertical Ad Team
Hiring a short-form video agency in Japan? Compare vendor types, production costs in yen, what quotes include, timelines, red flags and questions to ask.
Read →TikTok Ads Cost in Japan (2026): CPM, CPC, CPI and Minimum Budgets
How much do TikTok ads cost in Japan? CPM, CPC and CPI ranges by category, official minimum budgets, cost drivers, and a sample first-month test budget.
Read →Self-Serve Ad Buying Platforms in Japan (2026): Google, LINE Yahoo, TikTok, Meta and More
Which self-serve ad platforms can you buy in Japan? Google, LINE Yahoo Ads, TikTok, Meta, X, Microsoft and Amazon compared by reach, ad formats, minimum budgets and setup tips for overseas brands.
Read →TikTok ads in Japan
TikTok Creative Center for Japan: Find Top Ads & Trends (2026)
How to use TikTok Creative Center for Japan: filter Top Ads and Trends to Japan, read Japanese ads without speaking Japanese, and build ads that win.
Read →TikTok TopView vs TopFeed in Japan: Specs, Costs and When to Use
TikTok TopView and TopFeed explained for Japan: placement, official specs, how reservation buying works, reference costs, and when to use In-Feed instead.
Read →How to Acquire App and Game Users in Japan: TikTok, TikTok Ad Network (formerly Pangle), Measurement Tools and CPI Benchmarks
Acquiring app and game users in Japan: CPI benchmarks by genre, iPhone share and iOS measurement by platform, TikTok vs. TikTok Ad Network, bidding and MMPs.
Read →Rules and trust
Japan Advertising Regulations for Foreign Brands: 2026 Guide
Japan advertising regulations for foreign brands: misleading-claim rules, No.1 and price claims, surcharges, stealth marketing and TikTok/Meta ad review.
Read →A Practical Guide to Using UGC and Influencers in Ads in Japan: Stealth Marketing Rules, Backlash Risk and the "Find Winners with UGC → Then Influencers" Approach
Using UGC and influencers in ads in Japan: market data, stealth marketing rules, platform disclosure, backlash risk, and finding winners with UGC first.
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