動態廣告插入市場報告：2030 年趨勢、預測與競爭分析

動態廣告插入趨勢和預測

到 2030 年，全球動態廣告插入市場預計將達到 80 億美元，2024 年至 2030 年複合年成長率為 11.5%。該市場的主要促進因素是 OTT 數位廣告需求不斷成長、先進數位行銷需求不斷成長以及影片串流服務採用率不斷上升。全球動態廣告插入市場的未來充滿希望，媒體和娛樂、電子商務、通訊和金融市場充滿機會。

• 根據產品類型，Lucintel 預計基於網路的產品將在預測期內實現高速成長。
• 從地區來看，由於快速的數位轉型和數位視訊內容（包括 OTT）串流服務和視訊點播（VoD）平台的Over-The-Top，亞太地區仍然是最大的地區。

動態廣告插入市場的策略成長機會

動態廣告插入市場在各個應用領域都有多個策略成長機會。這些機會與廣告商和廣播公司不斷變化的趨勢一致，並且有擴大市場的創造力空間。

• 串流媒體服務：串流媒體服務的日益普及對於 DAI 來說是一個巨大的機會。 CTV 平台需要先進的廣告插入技術來向觀眾提供相關的客製化廣告。這項機會正在培養 DAI 解決方案的創造力，旨在提高廣告成效和消費者參與度。
• 數位戶外廣告：數位戶外廣告 (DOOH) 產生的軟體主導媒體是最大的實體行銷和廣告市場，正在為將 DAI 納入戶外廣告提供更多空間。因此，透過 DAI 系統提供相關廣告的能力正在提高依賴 DOOH 的廣告宣傳的效率。
• 行動廣告：行動廣告的成長為 DAI 解決方案創造了新的市場區隔和擴展機會，這些解決方案可以在行動應用程式和網站上投放相關廣告。行動 DAI 解決方案非常適合這種環境，因為它們甚至可以在所利用的行動 DAI 裝置上提供廣告缺口的解決方案。
• 互動電視廣告：互動電視廣告是 DAI 正在探索的一個未來收益來源的領域，有潛力提供有趣且引人入勝的廣告。將 DAI 添加到互動電視廣告中可以提高消費者的廣告體驗和回應能力。
• 程序化廣告網路：程序化廣告網路的發展正在推動自動化、資料驅動的廣告投放的 DAI 解決方案的進步和市場化。 DAI 技術不斷改進，最佳化廣告定位和監控效果，加速程式化廣告的成長。

憑藉這些策略成長機會，動態廣告插入市場也正在擴展到串流媒體、行動和互動廣告等新領域。因此，多個參與者正在認知到這些機會，並進一步開發 DAI 解決方案以促進市場成長。

動態廣告插入市場的促進因素與挑戰

動態廣告插入市場由多種因素驅動，並受到影響其成長和開拓的各種挑戰的挑戰。這些包括積極和消極的方面，例如技術變革、經濟狀況以及每個地區的監管性質。

推動動態廣告插入市場的因素包括：

• 人工智慧技術進步：機器學習和資料分析工具是支援 DAI 市場成長的關鍵因素。這些改進了定位、個人化和整體廣告效果，促進了各種商業和創新領域對 DAI 解決方案不斷成長的需求。
• 對個人化廣告的需求不斷成長對個人化廣告的需求不斷成長，進一步推動了 DAI 技術的使用。人們對提供個人和情感益處的廣告更感興趣，從而產生更相關和更有效的廣告。
• 數位插入技術的成長：DAI 解決方案的成長與數位媒體視野的擴展同時發生，包括串流媒體和行動應用程式。數位內容消費趨勢的擴大導致了更複雜的廣告插入系統的逐步構建，這些系統可以將廣告放置在多方面的媒體中。
• 程序化購買的興起：程序化廣告的擴張推動了 DAI 解決方案的使用增加。程序化廣告網路正在透過最佳化廣告獲取流程並最大限度地提高宣傳活動效果和效率來增強其 DAI 功能。
• 監管問題：GDPR、CCPA 等立法和其他資料隱私合規措施正在影響 DAI 市場。公司必須實施 DAI 技術，以確保用戶資料受到保護，同時實現有效的廣告定位。了解法律要求對於技術採用和市場成長至關重要。

動態廣告插入市場面臨的挑戰是：

• 高實施成本：實施現代 DAI 解決方案的高成本可能成為許多企業的障礙。其中許多公司必須購買昂貴的系統和基礎設施，這限制了它們的接受度，特別是對於小型企業而言。
• 整合問題：DAI 解決方案和系統的成功實施需要與現有廣告和內容傳送機制適當整合。確保與新技術無縫整合，同時保護系統性能和可靠性是企業關心的問題。
• 資料安全問題：資料隱私問題是 DAI 市場的關鍵問題之一。企業需要採取嚴格的措施，確保在尊重隱私的同時提供有效的定向廣告解決方案。

該公司的員工隊伍包括年輕、才華橫溢的專業人士，他們了解開發塑造市場成長的動態廣告插入解決方案的促進因素和挑戰。科技的發展，加上對個人化廣告的需求不斷成長，正在推動市場的成長。然而，高成本和監管合規性仍然是障礙。解決這些問題對於企業在不斷變化的環境中蓬勃發展至關重要。

目錄

第1章執行摘要

第2章全球動態廣告插入市場：市場動態

• 簡介、背景、分類
• 供應鏈
• 產業促進因素與挑戰

第3章 2018-2030年市場趨勢及預測分析

• 宏觀經濟趨勢（2018-2023）與預測（2024-2030）
• 全球動態廣告插入市場趨勢（2018-2023）與預測（2024-2030）
• 依產品類型：全球動態廣告插入市場
  • 基於網路的
  • 基於應用程式
• 按應用程式：全球動態廣告插入市場
  • 視訊串流
  • 電視轉播
  • 智慧型手機
  • 其他
• 按最終用途產業分類的全球動態廣告插入市場
  • 媒體和娛樂
  • 電子商務
  • 通訊
  • 金融
  • 其他

第4章 2018-2030年區域市場趨勢及預測分析

• 按地區分類的全球動態廣告插入市場
• 北美動態廣告插入市場
• 歐洲動態廣告插入市場
• 亞太地區動態廣告插入市場
• 其他地區充滿活力的廣告插入市場

第5章 競爭分析

• 產品系列分析
• 營運整合
• 波特五力分析

第6章 成長機會與策略分析

• 成長機會分析
  • 按產品類型分類的全球動態廣告插入市場成長機會
  • 全球動態廣告插入市場成長機會（按應用程式）
  • 最終用途產業的全球動態廣告插入市場成長機會
  • 按地區分類的全球動態廣告插入市場成長機會
• 全球動態廣告插入市場新趨勢
• 戰略分析
  • 新產品開發
  • 擴大全球動態廣告插入市場的容量
  • 全球動態廣告插入市場中的合併、收購與合資企業
  • 認證和許可

第7章主要企業概況

• Google
• Adobe
• SpotX
• Amagi Media Labs
• Harmonic
• Encoding.com
• Vidillion
• Edgeware
• Yospace Technologies
• Gourmet Ads

Dynamic Ad Insertion Trends and Forecast

The future of the global dynamic Ad insertion market looks promising with opportunities in the media and entertainment, e-commerce, telecommunication, and finance markets. The global dynamic Ad insertion market is expected to reach an estimated $8.0 billion by 2030 with a CAGR of 11.5% from 2024 to 2030. The major drivers for this market are the rising demand for digital advertisement in OTT, the growing demand for advanced digital marketing, and the rising adoption of video streaming services.

• Lucintel forecasts that, within the product type category, web-based is expected to witness higher growth over the forecast period.
• In terms of regions, APAC will remain the largest region due to rapid digital transformation and the rising popularity of digital video content, including over-the-top (OTT) streaming services and video-on-demand (VoD) platforms.

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Emerging Trends in the Dynamic Ad Insertion Market

Several trends are contributing to the transformation of the dynamic ad insertion market. These trends are helping bring about innovations and determining the effectiveness of ad campaigns on various platforms.

• AI and machine learning integration: The integration of AI and machine learning in DAI is improving ad targeting and personalization. Machine learning-based advertisement technology applies these technologies to improve the relevance of ads to users, thus increasing possible engagement and conversions. Real-time optimization through the use of AI insights is making advertising more efficient as ad budgets are better utilized for campaigns that are working.
• Programmatic advertising expansion: The increasing availability of programmatic advertising in the DAI market is mainly due to the fact that DAI is associated with automated ad buying, which is dynamic. This helps enhance ad performance optimally within the appropriate target audiences as advertisements embed multimedia targeting, thus preventing wastage. There is an improvement in ad quality and return on investment due to the rise of programmatic DAI.
• Cross-platform ad integration: Increasingly, cross-platform ad integration is allowing ad cross-device targeting by deploying user ads across devices and platforms. This is mainly because advertisers need to have an aligned ad approach as multiple users pass through different touchpoints, such as devices. Better cross-platform capabilities are enhancing the influence ads have on user experience.
• Data privacy and security: With advanced analytics focus on data protection. Due to a better understanding of the protection of customer information, DAI solutions are now becoming compliance-driven with laws such as GDPR and CCPA. This trend is informing the evolution of privacy-first advertising technologies, where user data is protected while still allowing for the provision of personalized and impactful advertisements.
• Daunting big data visualization: Solutions are breaking out due to the boom in data visualization. Accountants are now implementing new systems that allow the visualization of ad performance and activity of targeted individuals. This also encompasses the application of big data and analytics in advertising by employing activity-based advertising and determining the budget allocated for each advertising activity. Improved analytics capabilities are allowing advertisers to measure and evaluate the effectiveness of their advertising campaigns.

These trends are changing the dynamic ad insertion market by improving targeting accuracy, increasing programmatic capacities, and solving concerns regarding data privacy. The integrated use of AI, advanced analytics, and cross-platform approaches is changing the dynamics of advertising and how it is optimized, creating new opportunities for growth and development in the market.

Recent Developments in the Dynamic Ad Insertion Market

The last few years in the development of the dynamic ad insertion market emphasize improvements in technology, convergence, and policy. These changes are determining the growth of the market and setting the direction for the future.

• Belief-based insights: The construction of advanced AI-based DAI development is making ad targeting more effective. The more sophisticated AI systems are for ad targeting, the more effective they become. Techniques included in other advertising systems can study immense volumes of user activity in a short time, so only relevant ads are provided at the right time. This progress is stimulating the use of DAI-related processes across the board.
• Improved programmatic ad platforms: Efforts to enhance programmatic ad platforms are making DAI better and more effective. These are platforms that allow the automatic purchasing of ads while facilitating their real-time optimization for more precise targeting. The evolution of programmatic advertising is broadening the reach of DAI solutions, increasing their scope and relevance.
• Integration with OTT platforms: The combination of DAI and OTT platforms is allowing for better ad placements in a digital streaming environment. This development enables contextual insertion of advertisements within a video, which helps keep the viewers focused on the content while the ads are running. The growth of new OTT service platforms is driving a revolution in DAI technologies.
• Focus on data privacy compliance: The movement towards data privacy compliance has led to the creation of compliant DAI systems. Such solutions are particularly suited to operate in highly regulated environments, such as GDPR, CCPA, and other regulations that restrict how data is collected and used while still delivering targeted ads. Stricter privacy requirements are influencing how DAI technologies are designed and executed.
• Cross-device ad delivery: Innovations in cross-device ad delivery technology have made it possible to create more engaging and impactful advertisement experiences. It makes it possible to present a single advertisement on different devices and platforms to meet a single user. Cross-device functionalities are improving DAI solutions in scope and performance.

These and other developments are affecting the dynamic ad insertion market by optimizing targeting, facilitating programmatic and cross-platform extensions, and helping with data protection. Companies are utilizing these developments to become more efficient in advertising and increase growth within the market.

Strategic Growth Opportunities for Dynamic Ad Insertion Market

There are several strategic growth opportunities in the dynamic ad insertion market across various application areas. These opportunities align with the changing trends of advertisers and broadcasters, offering a scope for creativity and broadening the market.

• Streaming services: The increasing popularity of streaming services presents a great opportunity for DAI. CTV platforms demand advanced advertisement insertion technology to place relevant and customized ads within their audience. This opportunity is nurturing creativity within DAI solutions aimed at improving ad effectiveness and consumer engagement.
• Digital out-of-home advertising: Software-driven media being generated in the largest market for physical marketing and advertising-digital out-of-home advertising (DOOH)-is picking up more scope for DAI incorporation in outdoor advertising. For this reason, the ability to serve relevant advertising through DAI systems is improving the efficiency of advertising campaigns that rely on DOOH.
• Mobile advertising: The growth of mobile advertising presents additional market segments and expansion opportunities for DAI solutions capable of offering relevant advertising in mobile apps and websites. Mobile DAI solutions are suitable for this environment as they provide a solution to the advertising gap, even with the mobile DAI devices that are being utilized.
• Interactive TV advertising: Interactive television advertising is an area that DAI is exploring as a future revenue stream, with a scope to provide interesting and attractive advertising. Augmenting DAI into interactive TV ads enhances the consumer's ad experience and responsiveness.
• Programmatic ad networks: The growth of programmatic ad networks is bringing advances and increased marketability for DAI solutions geared toward automated and data-driven ad placement. DAI technologies have continued to improve, optimizing the targeting of ads and monitoring their effectiveness, hastening growth in the programmatic style of advertising.

With these strategic growth opportunities, the dynamic ad insertion market is addressing newer areas in streaming, mobile, and interactive advertising. As a result, several players are realizing these opportunities and developing their DAI solutions further to enhance market growth.

Dynamic Ad Insertion Market Driver and Challenges

The dynamic ad insertion market is driven by a number of factors and challenged by various issues that affect its growth and development. These include both positive and negative aspects, such as technological changes, economic status, and the nature of regulations within each region.

The factors responsible for driving the dynamic ad insertion market include:

• Technological advancements in AI: Machine learning and data analytics tools are key factors supporting DAI market growth. They improve targeting, personalization, and overall ad effectiveness, contributing to a higher demand for DAI solutions across various business and creative sectors.
• The increasing demand for personalized ads: The growing demand for personalized ads is further driving the use of DAI technology. People engage with ads that offer personal and emotional benefits, leading to more relevant and effective advertising.
• Growth of digital insertion technologies: The growth of DAI solutions aligns with the expansion of digital media horizons, including streaming and mobile apps. The broadening consumption trends of digital content lead to the gradual building of more complex ad insertion systems capable of placing ads in multifaceted media.
• Rise of programmatic purchasing: The increasing use of DAI solutions is attributed to the expansion of programmatic advertising. Programmatic ad networks enhance DAI features by optimizing ad acquisition processes and maximizing the effectiveness and efficiency of campaigns.
• Regulatory concerns: Legalities such as GDPR, CCPA, and other data privacy compliance measures are influencing the DAI market. Companies must implement DAI technologies that ensure users' data is protected while still allowing for effective ad targeting. Understanding legal requirements is essential for the technology's adoption and market growth.

Challenges in the dynamic ad insertion market include:

• High implementation costs: High costs involved in adopting modern DAI solutions are sometimes a hindrance for many firms. Most of these companies must purchase expensive systems and infrastructure, which limits acceptance, especially for smaller companies.
• Integration concerns: Successful deployment of DAI solutions and systems requires proper integration with existing advertising and content distribution mechanisms. Protecting the performance and reliability of systems while achieving seamless integration with new technologies is a concern for companies.
• Data security issues: Data privacy challenges are one of the key issues in the DAI market. It is necessary for companies to implement strict measures and make their solutions both privacy-friendly and effective for targeted advertising.

Employees of the company include young, able-bodied specialists who comprehend the drivers and challenges in developing dynamic ad insertion solutions that shape market growth. The growth of the technology, paired with the increasing demand for personalized ads, is spurring market growth. However, high costs and regulatory compliance remain hurdles. Solving these issues will be crucial for companies to prosper in the changing landscape.

List of Dynamic Ad Insertion Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies dynamic Ad insertion companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the dynamic Ad insertion companies profiled in this report include-

• Google
• Adobe
• SpotX
• Amagi Media Labs
• Harmonic
• Encoding.com
• Vidillion
• Edgeware
• Yospace Technologies
• Gourmet Ads

Dynamic Ad Insertion by Segment

The study includes a forecast for the global dynamic Ad insertion by product type, application, end use industry, and region.

Dynamic Ad Insertion Market by Product Type [Analysis by Value from 2018 to 2030]:

• Web-Based
• App-Based

Dynamic Ad Insertion Market by Application [Analysis by Value from 2018 to 2030]:

• Video Streaming
• Broadcast TV
• Mobile
• Others

Dynamic Ad Insertion Market by End Use Industry [Analysis by Value from 2018 to 2030]:

• Media and Entertainment
• E-Commerce
• Telecommunications
• Finance
• Others

Dynamic Ad Insertion Market by Region [Analysis by Value from 2018 to 2030]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Dynamic Ad Insertion Market

The dynamic ad insertion (DAI) market is witnessing significant developments as advertisers and broadcasters look for more efficient and focused forms of advertising. Changes in key regions over recent months can be associated with developments in technology, shifts in consumer preferences, and a rise in the demand for customized ads. The United States, China, Germany, India, and Japan are actively investing and offering new solutions to usher in the new era of DAI.

• United States: The DAI market in the US has made notable progress with the uptake of AI-powered targeting and real-time analytics. Targeted and programmatic ads are already being delivered by major broadcasters and streaming services, which are taking these technologies to the next level. Improved performance and expansion of DAI solutions are being experienced due to the increased adoption of advanced data management platforms and growing use of programmatic advertising.
• China: The DAI market in China has grown rapidly due to the emergence of digital video platforms and increased internet access. Advertisements in China are targeted based on big data and AI techniques, which are highly advanced. To address the growing audience for online videos, Chinese tech companies are heavily investing in the creation of advanced DAI, resulting in improved and more targeted ad distribution methods.
• India: India's DAI market is adapting as digital streaming services gain momentum and more citizens educate themselves on smartphone use. For example, the target audience for DAI solutions is expanding to overseas markets, with affordable and effective DAI approaches being sought. New ad techniques and targeted advertisements are allowing Indian businesses to better engage with their regional audiences and increase advertising profits.
• Japan: Japan's DAI market is marked by technological advancements and penetration of digital media. Japanese companies are now adopting high-level AI and ML to improve ad targeting. The increased use of DAI systems is being observed, with new collaborations between broadcasters and hardware manufacturers driving faster-paced development.

Features of the Global Dynamic Ad Insertion Market

Market Size Estimates: Dynamic Ad insertion market size estimation in terms of value ($B).

Trend and Forecast Analysis: Market trends (2018 to 2023) and forecast (2024 to 2030) by various segments and regions.

Segmentation Analysis: Dynamic Ad insertion market size by product type, application, end use industry, and region in terms of value ($B).

Regional Analysis: Dynamic Ad insertion market breakdown by North America, Europe, Asia Pacific, and Rest of the World.

Growth Opportunities: Analysis of growth opportunities in different product types, applications, end use industries, and regions for the dynamic Ad insertion market.

Strategic Analysis: This includes M&A, new product development, and competitive landscape of the dynamic Ad insertion market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

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This report answers following 11 key questions:

• Q.1. What are some of the most promising, high-growth opportunities for the dynamic Ad insertion market by product type (web-based and app-based), application (video streaming, broadcast TV, mobile, and others), end use industry (media and entertainment, e-commerce, telecommunications, finance, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
• Q.2. Which segments will grow at a faster pace and why?
• Q.3. Which region will grow at a faster pace and why?
• Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
• Q.5. What are the business risks and competitive threats in this market?
• Q.6. What are the emerging trends in this market and the reasons behind them?
• Q.7. What are some of the changing demands of customers in the market?
• Q.8. What are the new developments in the market? Which companies are leading these developments?
• Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
• Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
• Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?

Table of Contents

1. Executive Summary

2. Global Dynamic Ad Insertion Market : Market Dynamics

• 2.1: Introduction, Background, and Classifications
• 2.2: Supply Chain
• 2.3: Industry Drivers and Challenges

3. Market Trends and Forecast Analysis from 2018 to 2030

• 3.1. Macroeconomic Trends (2018-2023) and Forecast (2024-2030)
• 3.2. Global Dynamic Ad Insertion Market Trends (2018-2023) and Forecast (2024-2030)
• 3.3: Global Dynamic Ad Insertion Market by Product Type
  • 3.3.1: Web-Based
  • 3.3.2: App-Based
• 3.4: Global Dynamic Ad Insertion Market by Application
  • 3.4.1: Video Streaming
  • 3.4.2: Broadcast TV
  • 3.4.3: Mobile
  • 3.4.4: Others
• 3.5: Global Dynamic Ad Insertion Market by End Use Industry
  • 3.5.1: Media and Entertainment
  • 3.5.2: E-commerce
  • 3.5.3: Telecommunications
  • 3.5.4: Finance
  • 3.5.5: Others

4. Market Trends and Forecast Analysis by Region from 2018 to 2030

• 4.1: Global Dynamic Ad Insertion Market by Region
• 4.2: North American Dynamic Ad Insertion Market
  • 4.2.1: North American Market by Product Type: Web-Based and App-Based
  • 4.2.2: North American Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others
• 4.3: European Dynamic Ad Insertion Market
  • 4.3.1: European Market by Product Type: Web-Based and App-Based
  • 4.3.2: European Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others
• 4.4: APAC Dynamic Ad Insertion Market
  • 4.4.1: APAC Market by Product Type: Web-Based and App-Based
  • 4.4.2: APAC Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others
• 4.5: ROW Dynamic Ad Insertion Market
  • 4.5.1: ROW Market by Product Type: Web-Based and App-Based
  • 4.5.2: ROW Market by End Use Industry: Media and Entertainment, E-commerce, Telecommunications, Finance, and Others

5. Competitor Analysis

• 5.1: Product Portfolio Analysis
• 5.2: Operational Integration
• 5.3: Porter's Five Forces Analysis

6. Growth Opportunities and Strategic Analysis

• 6.1: Growth Opportunity Analysis
  • 6.1.1: Growth Opportunities for the Global Dynamic Ad Insertion Market by Product Type
  • 6.1.2: Growth Opportunities for the Global Dynamic Ad Insertion Market by Application
  • 6.1.3: Growth Opportunities for the Global Dynamic Ad Insertion Market by End Use Industry
  • 6.1.4: Growth Opportunities for the Global Dynamic Ad Insertion Market by Region
• 6.2: Emerging Trends in the Global Dynamic Ad Insertion Market
• 6.3: Strategic Analysis
  • 6.3.1: New Product Development
  • 6.3.2: Capacity Expansion of the Global Dynamic Ad Insertion Market
  • 6.3.3: Mergers, Acquisitions, and Joint Ventures in the Global Dynamic Ad Insertion Market
  • 6.3.4: Certification and Licensing

7. Company Profiles of Leading Players

• 7.1: Google
• 7.2: Adobe
• 7.3: SpotX
• 7.4: Amagi Media Labs
• 7.5: Harmonic
• 7.6: Encoding.com
• 7.7: Vidillion
• 7.8: Edgeware
• 7.9: Yospace Technologies
• 7.10: Gourmet Ads