市場調查報告書
商品編碼
1497638
Adtech 市場:按產品、廣告類型、廣告媒體、配置模式、產業分類 - 2024-2030 年全球預測AdTech Market by Offering (Services, Solutions), Advertising Type (Display Advertising, Email Advertising, Mobile Advertising), Advertising Media, Deployment Mode, Vertical - Global Forecast 2024-2030 |
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預計2023年Adtech市場規模為5,603.8億美元,2024年將達6,353.5億美元,2030年將達1,3,247.2億美元,複合年成長率為13.07%。
Adtech(廣告技術)是指使用旨在自動化、最佳化和增強規劃、創建、執行和分析廣告宣傳所涉及的各種流程的技術工具、平台和解決方案。它包括各種數位工具和策略,可改善各種線上管道的廣告定位、投放和成效。 Adtech 整合了人工智慧、資料分析、機器學習和自動化等先進技術,使廣告更有效率、資料驅動且可衡量。主要目標是為目標受眾提供更相關和個人化的廣告體驗,同時最大化廣告主的投資收益。由於人工智慧融合在廣告技術中的快速採用以及智慧型手機擴大使用來推動行動最佳化和應用程式內廣告,廣告技術市場正在經歷顯著成長。此外,中小企業和大公司利用社群媒體進行推廣的趨勢也正在推動市場成長。然而,嚴格的隱私法規、安全問題以及廣告攔截規避解決方案的存在限制了數位廣告的覆蓋範圍,這給廣告科技市場帶來了挑戰。同時,整個廣告產業的新興技術和市場開拓,以及網路多媒體內容的快速成長,正在為廣告科技市場創造未來的成長機會。
主要市場統計 | |
---|---|
基準年[2023] | 5603.8億美元 |
預測年份 [2024] | 6353.5億美元 |
預測年份 [2030] | 1,324,720 百萬美元 |
複合年成長率(%) | 13.07% |
區域洞察
在以北美為中心的美洲地區,隨著智慧型手機普及的提高以及廣告商專注於最佳化行動平台的宣傳活動以吸引行動用戶,行動廣告支出正在增加。 CEIC數據顯示,美國行動用戶數將從2021年的361,664,000增加到2022年的372,682,000。
在美洲,程式化廣告很突出,因為自動化、資料主導的廣告購買和銷售是一種主要趨勢。嚴格的資料隱私法規繼續影響廣告技術實踐,尤其是在歐洲,廣告商和技術提供者調整其策略以遵守《一般資料保護規範》(GDPR) 等法律。在中東,廣告科技市場是由數位轉型的發展和上網人口的成長所推動的。在非洲,南非、肯亞和奈及利亞等國家對程式化廣告和以行動為中心的解決方案的興趣日益濃厚。但中東和非洲的情況有所不同,存在部分地區網路存取受限等挑戰。亞太地區廣告科技市場的特點是技術的快速採用,特別是在行動廣告、數位行銷和電子商務領域。由於亞太地區的語言和文化多樣性,在地化策略非常重要。在線上消費普及的推動下,影片廣告在該地區尤為突出。
FPNV定位矩陣
FPNV 定位矩陣對於評估供應商在 AdTech 市場的定位至關重要。此矩陣提供了對供應商的全面評估,並檢查了與商務策略和產品滿意度相關的關鍵指標。這種詳細的評估使用戶能夠根據自己的要求做出明智的決定。根據評估結果,供應商被分為代表其成功程度的四個像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市場佔有率分析
市場佔有率分析是一種綜合工具,可對廣告科技市場中供應商的現狀進行深入而詳細的評估。透過仔細比較和分析供應商的貢獻,您可以更深入地了解每個供應商的績效以及他們在爭奪市場佔有率時面臨的挑戰。這些貢獻包括整體收益、客戶群和其他重要指標。此外,該分析還提供了對該行業競爭性質的寶貴見解,包括在研究基準年期間觀察到的累積、分散主導地位和合併特徵等因素。有了這些詳細資訊,供應商可以做出更明智的決策並製定有效的策略,以在市場競爭中保持領先地位。
策略分析與建議
策略分析對於尋求在全球市場站穩腳跟的組織至關重要。對廣告科技市場當前地位的全面評估使公司能夠做出符合其長期願望的明智決策。此關鍵評估涉及對組織的資源、能力和整體績效進行徹底分析,以確定核心優勢和需要改進的領域。
[191 Pages Report] The AdTech Market size was estimated at USD 560.38 billion in 2023 and expected to reach USD 635.35 billion in 2024, at a CAGR 13.07% to reach USD 1,324.72 billion by 2030.
AdTech, or Advertising Technology, directs the use of technological tools, platforms, and solutions designed to automate, optimize, and enhance the various processes involved in the planning, creation, execution, and analysis of advertising campaigns. It contains various digital tools and strategies to improve advertisements' targeting, delivery, and performance across different online channels. AdTech involves the integration of advanced technologies, including artificial intelligence, data analytics, machine learning, and automation, to make advertising more efficient, data-driven, and measurable. The primary goal is to deliver more relevant and personalized advertising experiences to target audiences while maximizing the return on investment for advertisers. The AdTech market has experienced significant growth driven by the surge in adoption of AI Converging in Adtech and increasing utilization of smartphones for greater mobile optimization and in-app advertising. This upward growth of the market is then supported by a rise in the trend among small and large businesses to use social media promotions. However, stringent privacy regulations, security concerns, and the presence of Ad-blocking bypass solutions pose a challenge to the AdTech market by limiting the reach of digital advertising. On the other hand, emerging technologies and developments across advertising industries and the rapid growth of multimedia content on the internet create an opportunity for the AdTech market to grow in the coming years.
KEY MARKET STATISTICS | |
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Base Year [2023] | USD 560.38 billion |
Estimated Year [2024] | USD 635.35 billion |
Forecast Year [2030] | USD 1,324.72 billion |
CAGR (%) | 13.07% |
Regional Insights
The Americas region, particularly North America, has witnessed a rise in mobile advertising spending as smartphone penetration increased, and advertisers are focusing on optimizing campaigns for mobile platforms to reach users on the go. According to CEIC Data, in 2022, in the U.S., the number of mobile subscribers was 372,682,000, from 361,664,000 in 2021.
Programmatic advertising is prominent in the AdTech landscape in the Americas as automated data-driven ad buying and selling is a significant trend in the region. Stringent data privacy regulations, particularly in Europe, continued to shape AdTech practices, and advertisers and technology providers adapted strategies to comply with laws such as the General Data Protection Regulation (GDPR). In the Middle East, the AdTech market is driven by increasing digital transformation and a growing online population. In Africa, countries including South Africa, Kenya, and Nigeria are witnessing increased interest in programmatic advertising and mobile-centric solutions. However, in the Middle East and Africa, challenges such as limited internet access in some areas contribute to a varied landscape. The APAc AdTech market is characterized by rapid technological adoption, particularly in mobile advertising, digital marketing, and eCommerce. Localized strategies are crucial in APAC due to linguistic and cultural diversity. Video advertising is prominent in the region, fueled by the popularity of online consumption.
Market Insights
The market dynamics represent an ever-changing landscape of the AdTech Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.
FPNV Positioning Matrix
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the AdTech Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the AdTech Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Recent Developments
Ad-tech Company Affinity Acquires German Consumer Engagement Platform
Affinity, a multinational ad-tech company, completed the acquisition of Opinary GmbH, a consumer engagement media tech company based in Berlin. The acquisition aimed to mark Affinity's foray into the European market and deliver exceptional value to clients across the globe. [Published On: 2023-07-24]
Adtech Platform Anantadi Secures Undisclosed Seed Funding
Anantadi, an AdTech platform, secured seed funding in the context of digital marketing campaigns. The platform is dedicated to offering user-friendly solutions for such campaigns. The seed funding has been provided by Accel, along with angel investors from both the US and India. The funds will be utilized to develop new features and expand the team, ensuring the growth and advancement of the platform. [Published On: 2023-06-21]
Y&A Transformation to Officially Launch Channel Factory at Ad: Tech New Delhi
Ya! Transformation announced the launch of the Channel Factory at AdTech New Delhi. This launch aims to leverage data and advanced technology to enhance the effectiveness of digital advertising. The event will offer valuable opportunities for both established industry players and newcomers to gain insights into the latest tools and innovations in AdTech. [Published On: 2023-03-14]
Strategy Analysis & Recommendation
The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the AdTech Market. This critical assessment involves a thorough analysis of the organization's resources, capabilities, and overall performance to identify its core strengths and areas for improvement.
Key Company Profiles
The report delves into recent significant developments in the AdTech Market, highlighting leading vendors and their innovative profiles. These include Adform A/S, Adobe Inc., Affle International Pte Ltd., Amazon.com, Inc., Basis Global Technologies, Inc., Celtra Inc., Criteo SA, Demandbase Inc., DoubleVerify, Inc., Google LLC, InMobi Technology Services Private Limited, Innovid, LLC, Magnite, Inc., Mediaocean LLC, Meta Platforms, Inc., Microsoft Corporation, NextRoll Inc., Nexxen Group, Nickelytics, Oracle Corporation,, Quantcast International Limited, Smart AdServer SAS, Trade Desk, Inc., and Zeta Global Corp..
Market Segmentation & Coverage