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市場調查報告書
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1451085

2024-2032 年按類型（搜尋、展示、分類、影片等）和地區分類的線上廣告市場報告

Online Advertising Market Report by Type (Search, Display, Classified, Video, and Others) and Region 2024-2032
出版日期: | 出版商: IMARC | 英文 142 Pages | 商品交期: 2-3個工作天內

價格

2023年全球線上廣告市場規模達2,327億美元。展望未來， IMARC Group預計到2032年市場規模將達到5,382億美元，2024-2032年複合年成長率（CAGR）為9.5%。電子產業的快速技術進步、化學工業中化合物利用率的不斷成長、對再生能源的日益關注以及航空航太和醫療領域不斷成長的化學品需求是推動市場的一些主要因素。

網路廣告使用數位平台向目標受眾推銷商品、服務或品牌訊息。它包括搜尋引擎行銷（SEM）、展示廣告、社交媒體廣告和電子郵件行銷。網路廣告廣泛應用於零售、醫療保健、教育和金融服務等領域。與傳統廣告管道相比，它能夠以相對較低的成本覆蓋全球受眾。它還提供卓越的定位功能，使廣告主能夠根據特定的人口統計、地理位置和消費者行為自訂資訊。此外，線上廣告具有高度可擴展性，可根據效果資料調整即時活動。

網路在全球的廣泛普及和利用，擴大了網路廣告的覆蓋範圍，使公司更容易瞄準更多、更多樣化的受眾，這為市場成長創造了積極的前景。除此之外，智慧型手機的日益普及，導致更多適合行動裝置的廣告在消費者經常使用的裝置上投放，這是推動市場成長的主要因素之一。此外，人工智慧 (AI)、機器學習 (ML) 和巨量資料分析等技術的快速進步和創新，使廣告活動能夠更有效地定位、客製化和衡量，從而推動了市場成長。此外，電子商務平台的快速擴張需要強大的線上廣告策略來吸引客戶，這也推動了市場的成長。同時，網路行銷的利用不斷增加，因為它透過即時分析提供即時回饋，使企業能夠迅速調整其行銷策略，這為市場成長提供了動力。除此之外，不斷成長的社交媒體平台為線上廣告提供了額外的管道，提供多種格式來有效地吸引受眾，預計將推動市場成長。除此之外，由於快速的數位轉型，消費者對線上平台的偏好不斷變化，使得數位廣告能夠更有效地接觸目標受眾，為市場提供了利潤豐厚的成長機會。

網路廣告市場趨勢/促進因素：

網路普及率不斷成長

網路廣告的廣泛覆蓋範圍使廣告主能夠瞄準比傳統廣告管道更大、更多樣化的受眾，這是促進市場成長的主要因素之一。此外，網路普及率的不斷提高和網路使用量的迅速上升，為廣告商接觸到以前無法接觸到的人群開闢了新的途徑，從而推動了市場的成長。此外，不斷成長的寬頻速度和改進的基礎設施促進了更流暢的用戶體驗，使線上廣告更加有效和有吸引力，為市場成長提供了相當大的推動力。同時，網路的廣泛普及導致了從社交媒體到新聞網站等各種線上平台的發展，每個平台都提供了獨特的廣告機會，從而為廣告商提供了對其廣告的精細控制，對市場成長產生了正面影響。

手機使用率不斷成長

智慧型手機的廣泛採用導致行動使用量激增是推動市場成長的主要因素之一。智慧型手機是永遠線上個人設備，為廣告主提供了接觸消費者的直接管道。同時，應用程式內廣告、行動搜尋廣告和簡訊服務（SMS）行銷等行動廣告格式的使用不斷增加，為市場成長提供了動力。此外，感測器和手機中全球定位系統（GPS）等功能的使用不斷增加，這些功能允許基於位置的廣告，提供前所未有的定位能力，預計將推動市場成長。除此之外，廣告主廣泛應用行動裝置上的使用者行為來利用和推動即時決策和轉化，為市場提供了利潤豐厚的成長機會。

快速的技術進步

結合人工智慧 (AI) 和機器學習 (ML) 來規劃、執行和分析廣告活動，正在為市場成長創造積極的前景。這些技術實現了高度複雜的定位，使廣告主能夠根據特定的行為、偏好和預測的未來行為來吸引消費者。為此，增強的人工智慧演算法會分析大量資料，以識別消費者趨勢或即時自動最佳化廣告投放，確保盡可能高的投資回報。此外，巨量資料分析的日益普及預計將推動市場成長，巨量資料分析可以提供對消費者行為和市場趨勢的洞察，而這些資訊以前是不可能或極其耗費人力來收集的。這些技術進步為廣告商的廣告活動提供了無與倫比的控制力和有效性，從而為市場提供了有利可圖的成長機會。

目錄

第1章：前言

第 2 章：範圍與方法

  • 研究目的
  • 利害關係人
  • 資料來源
    • 主要資源
    • 二手資料
  • 市場預測
    • 自下而上的方法
    • 自上而下的方法
  • 預測方法

第 3 章：簡介

  • 概述
  • 執行摘要
  • 主要行業趨勢

第 4 章：全球廣告市場

  • 當前和歷史的市場趨勢
  • 各板塊業績
  • 各地區表現
  • 關鍵參與者及其市場佔有率
  • 市場預測

第 5 章：全球線上廣告市場

  • 市場概況
  • 當前和歷史的市場趨勢
  • COVID-19 的影響
  • 市場區隔：按類型
  • 各地區表現
    • 北美洲
      • 當前和歷史的市場趨勢
      • 市場預測
    • 亞太地區
      • 當前和歷史的市場趨勢
      • 市場預測
    • 西歐
      • 當前和歷史的市場趨勢
      • 市場預測
    • 東歐洲
      • 當前和歷史的市場趨勢
      • 市場預測
    • 拉丁美洲
      • 當前和歷史的市場趨勢
      • 市場預測
    • 中東和非洲
      • 當前和歷史的市場趨勢
      • 市場預測
  • 市場表現：按類型
    • 搜尋廣告市場
      • 當前和歷史的市場趨勢
      • 市場預測
    • 展示廣告市場
      • 當前和歷史的市場趨勢
      • 市場預測
    • 分類廣告市場
      • 當前和歷史的市場趨勢
      • 市場預測
    • 影片廣告市場
      • 當前和歷史的市場趨勢
      • 市場預測
    • 其他（潛在客戶開發、富媒體等）
      • 當前和歷史的市場趨勢
      • 市場預測
  • 市場區隔：依行業
  • 網路上訪問量最大的網站
  • 市場預測
  • 網路廣告定價模型
  • SWOT分析
    • 概述
    • 優勢
    • 弱點
    • 機會
    • 威脅
  • 價值鏈分析
    • 研究
    • 內容開發
    • 廣告中介
    • 網路廣告媒體
    • 觀眾
  • 波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 替代品的威脅
    • 競爭競爭
    • 新進入者的威脅
  • 主要挑戰

第 6 章：全球線上廣告市場：競爭格局

  • 市場結構
  • 主要參與者簡介
Product Code: SR112024A735

The global online advertising market size reached US$ 232.7 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 538.2 Billion by 2032, exhibiting a growth rate (CAGR) of 9.5% during 2024-2032. The rapid technological advancements in the electronics sector, growing compound utilization in the chemical industry, increasing focus on renewable energy, and the rising chemical demand in aerospace and medical sector are some of the major factors propelling the market.

Online advertising uses digital platforms to promote goods, services, or brand messages to a target audience. It includes search engine marketing (SEM), display ads, social media advertising, and email marketing. Online advertising is widely utilized across sectors like retail, healthcare, education, and financial services. It has the ability to reach a global audience at a relatively lower cost compared to traditional advertising channels. It also offers superior targeting capabilities, allowing advertisers to tailor messages to specific demographics, geographies, and consumer behaviors. Moreover, online advertising is highly scalable, allowing real-time campaigns to be adjusted based on performance data.

The widespread availability and utilization of the internet across the globe, expanding the reach of online advertising and making it easier for companies to target a larger and more diverse audience, is creating a positive outlook for the market growth. Besides this, the increasing adoption of smartphones, leading to more mobile-friendly ads reaching consumers on devices they use frequently, is one of the major factors contributing to the market growth. Additionally, rapid technological advancements and innovations such as artificial intelligence (AI), machine learning (ML), and big data analytics, enabling more effective targeting, customization, and measurement of ad campaigns, are providing a thrust to the market growth. Moreover, the rapid expansion of e-commerce platforms requiring robust online advertising strategies to attract customers is also fueling the market growth. Along with this, the growing utilization of online marketing as it provides immediate feedback through real-time analytics, enabling businesses to adapt their marketing strategies swiftly, is providing an impetus to the market growth. In addition to this, the growing social media platforms that provide additional channels for online advertising, offering varied formats to engage audiences effectively, are anticipated to drive the market growth. Apart from this, the changing consumer preference towards online platforms due to the rapid digital transformation, making digital ads more effective in reaching the target audience, is offering lucrative growth opportunities for the market.

Online Advertising Market Trends/Drivers:

Growing internet penetration

The extensive reach of online advertising, allowing advertisers to target a much larger and more diverse audience than traditional advertising channels, is one of the major factors contributing to the market growth. Furthermore, the increasing internet penetration and the rapid rise in internet usage, opening new avenues for advertisers to reach previously inaccessible demographics, is providing a thrust to the market growth. Additionally, the growing broadband speed and improved infrastructure that facilitate a smoother user experience, making online advertising more effective and engaging, is providing a considerable boost to the market growth. Along with this, the widespread internet penetration leading to the development of various online platforms, from social media to news websites, each offering unique advertising opportunities, thus providing advertisers with a granular level of control over their ads, is positively impacting the market growth.

Growing utilization of mobile phones

The widespread adoption of smartphones leading to a surge in mobile usage is one of the major factors driving the market growth. Smartphones are personal, always-on devices, providing advertisers with a direct channel to consumers. In line with this, the increasing utilization of mobile advertising formats, such as in-app ads, mobile search ads, and short message service (SMS) marketing, are providing an impetus to the market growth. Moreover, the growing utilization of sensors and features like global positioning systems (GPS) in mobile phones that allow for location-based advertising, delivering unprecedented targeting capabilities, is anticipated to drive the market growth. Apart from this, the widespread application of user behavior on mobile devices by advertisers to leverage and drive instant decisions and conversions is offering lucrative growth opportunities for the market.

Rapid technological advancements

The incorporation of artificial intelligence (AI) and machine learning (ML) to plan, execute, and analyze advertising campaigns is creating a positive outlook for the market growth. These technologies enable highly sophisticated targeting, allowing advertisers to reach consumers based on specific behaviors, preferences, and predicted future actions. In line with this, the enhanced AI algorithms analyze massive amounts of data to identify consumer trends or to auto-optimize ad placements in real time, ensuring the highest possible return on investment. Moreover, the increasing utilization of big data analytics, which provide insights into consumer behavior and market trends that were previously impossible or extremely labor-intensive to gather, is anticipated to drive the market growth. These technological advancements offer advertisers unparalleled control and effectiveness in their campaigns, thus providing remunerative growth opportunities for the market.

Online advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global online advertising market report, along with forecasts at the global and regional levels from 2024-2032. Our report has categorized the market based on type.

Breakup by Type:

Search

Display

Classified

Video

Others (lead generation, rich media, etc.)

Search dominates the market

The report has provided a detailed breakup and analysis of the market based on the type. This includes search, display, classified, video and others (lead generation, rich media, etc.). According to the report, search represented the largest segment.

Search advertising dominates the market share as it primarily involves the placement of ads on search engine results pages (SERPs). These ads are typically text-based and appear when users search for particular keywords. Moreover, the alignment of online advertising with user intent as individuals seek specific information, products, or services tailored to their interests is supporting the market growth. Ads displayed in search results are thus more likely to be relevant to the user's immediate needs, increasing the likelihood of engagement and conversion. Furthermore, search advertising platforms, such as Google ads, offer advertisers a high level of control and flexibility as they can select the keywords they wish to target, set budgets, and even specify the times of day or geographical locations where their ads will appear, enabling a highly focused advertising strategy tailored to specific business objectives. Along with this, search advertising provides extensive analytics and real-time data, allowing businesses to measure the effectiveness of their campaigns accurately. Metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS) can be closely monitored, enabling data-driven decisions and ongoing optimization.

Breakup by Region:

North America

Asia Pacific

Western Europe

Eastern Europe

Middle East and Africa

Latin America

Asia Pacific exhibits a clear dominance, accounting for the largest online advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Western Europe, Eastern Europe, Middle East and Africa and Latin America. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific is dominating the global online advertising market, as the region has an enormous and growing population, offering an expansive and diverse audience for advertisers, creating a positive outlook for the market growth. Moreover, the rapid economic development across many Asia Pacific countries, leading to increasing disposable incomes and consumer spending as businesses invest more in online advertising platforms, is also supporting the market growth. Besides this, the increasing mobile phone adoption in the region, especially smartphones, making mobile advertising one of the most effective online advertising channels, is providing a thrust to the market growth. Furthermore, the Asia Pacific market is unique in its cultural and linguistic diversity, requiring more localized and tailored advertising strategies. It creates a complex but rewarding advertising ecosystem, further consolidating the region's market dominance.

Competitive Landscape:

The leading companies in the online advertising market increasingly use data analytics to understand consumer behavior, market trends, and campaign effectiveness, allowing for more precise targeting, personalization, and measurement of advertising efforts. Additionally, companies are adopting multichannel advertising strategies, ensuring that their campaigns are consistent and coordinated across various mediums, including search engines, social media, and mobile apps. Besides this, the key players are utilizing automated or programmatic advertising owing to its efficiency and cost-effectiveness. It allows companies to automate the buying and placement of ads, using real-time data to decide which ads to buy and how much to pay for them. In addition to this, many online advertising companies are integrating their ad campaigns with content marketing efforts, recognizing that valuable, relevant content can enhance ad performance by improving engagement and trust. Along with this, some companies are continually exploring innovative advertising formats, strategies, and technologies, such as augmented reality, virtual reality, and blockchain for ad verification. Furthermore, major companies are incorporating AI and ML technologies to automate complex processes, improve targeting, and predict consumer behavior, thus making campaigns more effective and efficient.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Recent Developments:

In August 2023, Twitter announced its rebranding into X in a move to create an everything app with unlimited interactivity. It will encompass social updates plus payments, banking, and more.

In August 2023, Microsoft Corporation announced Performance Max (PMAX), a new campaign type that perfects creative and targeting combinations through automation. This is now in open beta for all advertisers across the globe.

In February 2023, (AOL) Yahoo Inc. partnered with Toyota Crown to create an immersive and innovative digital experience. They developed a multi-level campaign strategy to inform, engage, and excite consumers about the new premium sedan using augmented reality (AR).

Key Questions Answered in This Report

  • 1. What was the size of the global online advertising market in 2023?
  • 2. What is the expected growth rate of the global online advertising market during 2024-2032?
  • 3. What are the key factors driving the global online advertising market?
  • 4. What has been the impact of COVID-19 on the global online advertising market?
  • 5. What is the breakup of the global online advertising market based on the type?
  • 6. What are the key regions in the global online advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Introduction

  • 3.1 Overview
  • 3.2 Executive Summary
  • 3.3 Key Industry Trends

4 Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Performance of Various Segments
  • 4.3 Performance of Various Regions
  • 4.4 Key Players and their Market Shares
  • 4.5 Market Forecast

5 Global Online Advertising Market

  • 5.1 Market Overview
  • 5.2 Current and Historical Market Trends
  • 5.3 Impact of COVID-19
  • 5.4 Market Breakup by Type
  • 5.5 Performance of Various Regions
    • 5.5.1 North America
      • 5.5.1.1 Current and Historical Market Trends
      • 5.5.1.2 Market Forecast
    • 5.5.2 Asia Pacific
      • 5.5.2.1 Current and Historical Market Trends
      • 5.5.2.2 Market Forecast
    • 5.5.3 Western Europe
      • 5.5.3.1 Current and Historical Market Trends
      • 5.5.3.2 Market Forecast
    • 5.5.4 Eastern Europe
      • 5.5.4.1 Current and Historical Market Trends
      • 5.5.4.2 Market Forecast
    • 5.5.5 Latin America
      • 5.5.5.1 Current and Historical Market Trends
      • 5.5.5.2 Market Forecast
    • 5.5.6 Middle East and Africa
      • 5.5.6.1 Current and Historical Market Trends
      • 5.5.6.2 Market Forecast
  • 5.6 Market Performance by Type
    • 5.6.1 Search Advertising Market
      • 5.6.1.1 Current and Historical Market Trends
      • 5.6.1.2 Market Forecast
    • 5.6.2 Display Advertising Market
      • 5.6.2.1 Current and Historical Market Trends
      • 5.6.2.2 Market Forecast
    • 5.6.3 Classified Advertising Market
      • 5.6.3.1 Current and Historical Market Trends
      • 5.6.3.2 Market Forecast
    • 5.6.4 Video Advertising Market
      • 5.6.4.1 Current and Historical Market Trends
      • 5.6.4.2 Market Forecast
    • 5.6.5 Others (Lead Generation, Rich Media, etc.)
      • 5.6.5.1 Current and Historical Market Trends
      • 5.6.5.2 Market Forecast
  • 5.7 Market Breakup by Industry
  • 5.8 Most Visited Websites on the Internet
  • 5.9 Market Forecast
  • 5.10 Online Advertising Pricing Models
  • 5.11 SWOT Analysis
    • 5.11.1 Overview
    • 5.11.2 Strengths
    • 5.11.3 Weaknesses
    • 5.11.4 Opportunities
    • 5.11.5 Threats
  • 5.12 Value Chain Analysis
    • 5.12.1 Research
    • 5.12.2 Content Development
    • 5.12.3 Advertising Agencies
    • 5.12.4 Online Advertising Media
    • 5.12.5 Audience
  • 5.13 Porters Five Forces Analysis
    • 5.13.1 Bargaining Power of Suppliers
    • 5.13.2 Bargaining Power of Buyers
    • 5.13.3 Threat of Substitutes
    • 5.13.4 Competitive Rivalry
    • 5.13.5 Threat of New Entrants
  • 5.14 Key Challenges

6 Global Online Advertising Market: Competitive Landscape

  • 6.1 Market Structure
  • 6.2 Profiles of Leading Players

List of Figures

  • Figure 1: Global: Online Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2023
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018-2023
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2023
  • Figure 6: Global: Advertising Market: Share of Key Players (in %), 2023
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
  • Figure 10: Global: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 11: Global: Online Advertising Market: Breakup by Segment (in %), 2023
  • Figure 12: Global: Online Advertising Market: Sales Value Breakup by Type (in %), 2023 and 2032
  • Figure 13: Global: Online Advertising Market: Regional Breakup by Value (in Billion US$), 2023 and 2032
  • Figure 14: Global: Online Advertising Market: Regional Breakup (in %), 2023 and 2032
  • Figure 15: North America: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 16: North America: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 17: Asia Pacific: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 18: Asia Pacific: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 19: Western Europe: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 20: Western Europe: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 21: Eastern Europe: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 22: Eastern Europe: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 23: Latin America: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 24: Latin America: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 25: Middle East and Africa: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 26: Middle East and Africa: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 27: Global: Search Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 28: Global: Search Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 29: Global: Display Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 30: Global: Display Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 31: Global: Classified Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 32: Global: Classified Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 33: Global: Video Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 34: Global: Video Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 35: Global: Other Online (Lead Generation, Rich Media, etc.) Advertising Markets: Sales Value (in Billion US$), 2018-2023
  • Figure 36: Global: Other Online (Lead Generation, Rich Media, etc.) Advertising Markets Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 37: Global: Online Advertising Market: Breakup by Industry (in %), 2023
  • Figure 38: Global: Online Advertising Market: Most Visited Websites
  • Figure 39: Global: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 40: Global: Online Advertising Industry: SWOT Analysis
  • Figure 41: Global: Online Advertising Industry: Value Chain Analysis
  • Figure 42: Global: Online Advertising Industry: Porter's Five Forces Analysis

List of Tables

  • Table 1: Global: Advertising Market: Key Industry Highlights, 2023 and 2032
  • Table 2: Global: Advertising Market: Performance of Various Segments (in Billion US$), 2018-2023
  • Table 3: Global: Advertising Market Forecast: Performance of Various Segments (in Billion US$), 2024-2032
  • Table 4: Global: Online Advertising Market: Key Industry Highlights, 2023 and 2032
  • Table 5: Global: Online Advertising Market Forecast: Breakup by Region (in Billion US$), 2024-2032
  • Table 6: Global: Online Advertising Market Forecast: Breakup by Type (in Billion US$), 2024-2032