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市場調查報告書
商品編碼
1433513

全球線上廣告市場：市場佔有率分析、產業趨勢/統計、成長預測（2024-2029）

Online Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3個工作天內

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簡介目錄

根據預測，2024年全球線上廣告市場規模預計為2,579.7億美元，2029年達到4,317.6億美元，預測期（2024-2029年）年複合成長率為10.85%。

網路廣告市場

網路廣告市場是指包含網路上廣告空間買賣的行業。它包括各種型態的數位廣告，例如展示廣告、搜尋引擎行銷（SEM）、影片媒體廣告、影片廣告和原生廣告。

主要亮點

  • 在網路和數位設備使用不斷增加的推動下，線上廣告市場多年來經歷了顯著成長。隨著智慧型手機的普及和社群媒體平台的興起，網路廣告已成為世界各地企業行銷策略的重要組成部分。
  • 從傳統廣告向線上廣告的日益轉變也為網路廣告市場的成長提供了重大推動力。網路的普及和網路用戶數量的增加導致可以透過網路廣告接觸到更多的受眾。人們在網路上工作、娛樂或社交的時間越來越多，廣告商可以透過數位管道接觸到他們。
  • 新穎的廣告技術與基於行動應用程式的廣告的興起相結合，正在推動線上廣告市場的成長。廣告商擴大採用這種方法，以更個人化和更​​具吸引力的方式與消費者建立聯繫，並利用數位平台的力量來實現其行銷目標。
  • 在成熟的最終用途行業中，對營運複雜性和溝通有效性的擔憂以及現有企業的存在可能會帶來挑戰並限制線上廣告市場的成長。
  • COVID-19 的疫情對網路廣告產業產生了重大影響。雖然疫情最初為網路廣告產業帶來了挑戰，但它也創造了新的機遇，並加速了數位策略的採用。隨著世界繼續應對這一流行病的持續影響，線上廣告產業可能會在各行業企業的復甦和未來成長中發揮關鍵作用。

網路廣告市場的趨勢

行動裝置的使用和數位內容的消費增加預計將推動市場成長

  • 智慧型手機和平板電腦的普及徹底改變了我們存取網路和消費內容的方式。行動裝置已成為我們日常生活的重要組成部分，提供便利和持續的連接。因此，廣告商擴大透過針對行動裝置最佳化的網站、行動應用程式和基於位置的廣告來瞄準行動用戶。
  • 行動裝置已成為許多人存取網路的主要方式。行動網際網路的使用量已超過桌面使用量，廣告商將廣告預算的很大一部分分配給行動平台。廣告主可以透過行動裝置專用的廣告格式（例如應用程式內廣告、行動影片廣告和行動搜尋廣告）來覆蓋使用者。
  • 行動應用程式正在經歷爆炸性成長，為廣告商提供了許多機會。應用程式內廣告允許廣告主在使用者使用他們喜歡的應用程式時與他們互動。這包括各種廣告格式，例如橫幅廣告、插播式廣告、原生廣告和行動應用程式內的獎勵影片廣告。
  • 社群媒體平台正在經歷向行動使用的重大轉變。 Facebook、Instagram、Twitter 和 Snapchat 等平台主要透過行動裝置存取。廣告商正在利用這一趨勢，投資行動社群媒體廣告，以吸引高度參與的行動用戶並針對特定人群。
  • 行動裝置的使用和數位內容消費的增加正在再形成廣告格局。愛立信預計，2019年至2027年間，全球整體5G用戶數預計將從1,200萬以上增加到40億以上。預計訂閱數量最多的地區是東北亞、東南亞、印度、尼泊爾和不丹。廣告主正在認知到在消費者最常使用的設備和平台上吸引消費者的重要性，並正在向以行動裝置為中心的廣告策略進行重大轉變。隨著行動裝置使用量的不斷增加，線上廣告市場預計將在行動廣告格式和定位功能方面持續成長和創新。

預計北美將佔據較大市場佔有率

  • 由於網路普及高、數位基礎設施先進以及大型科技公司的存在，北美線上廣告市場規模龐大。它擁有高度發展的數位生態系統，包括Google、Facebook 和亞馬遜等著名廣告平台。美國擁有全球最大的廣告支出，吸引了各行各業的廣告主。
  • 在智慧型手機和平板電腦普及的推動下，北美的行動廣告正在經歷顯著成長。廣告商正在大力投資行動廣告格式，以吸引越來越多的受眾。行動廣告包括應用程式內廣告、行動搜尋廣告、行動影片廣告和行動最佳化網站廣告等格式。
  • 程序化廣告使用自動化流程來買賣廣告庫存，在北美獲得了巨大的關注。廣告主和發布商利用程式化平台來簡化廣告購買、定位和最佳化流程，從而實現更有效率、資料主導的廣告宣傳。
  • Facebook、Instagram、Twitter 和 LinkedIn 等社群媒體平台在北美廣泛用於廣告。廣告主利用這些平台來接觸特定的目標受眾、與使用者互動並推廣他們的產品和服務。社群媒體廣告提供複雜的定位選項、互動廣告格式和強大的分析。
  • 此外，Google非常注重推出新功能，旨在允許廣告主使用其服務，使其產品在網路搜尋結果和其他平台上更加突出。該公司的一項新功能將允許Google搜尋用戶設定廣告，讓Google從廣告商的線上資料中提取相關圖像並將這些圖像包含在搜尋結果中。預計這將鼓勵企業在預測期內對廣告進行投資並推動市場成長，尤其是在美國。
  • 此外，亞馬遜等該地區的電子商務巨頭正在大力投資以擴大市場佔有率。在美國，現在在亞馬遜上搜尋產品的用戶多於在谷歌上搜尋產品的用戶，迫使廣告商投資該公司的線上廣告。 Facebook 和Google等公司的廣告收益大多來自北美地區。因此，由於社群媒體使用量和廣告支出的增加，該地區預計將佔據重要的市場佔有率。

網路廣告產業概述

網路廣告市場高度分散，主要公司包括 Google LLC、Facebook Inc.、Microsoft Corporation、Twitter Inc. 和 Adob​​e Systems Inc.。市場公司正在採取聯盟和收購等策略來增強其產品供應並獲得永續的競爭優勢。

  • 2022 年 7 月 - Netflix 宣布選擇微軟為其全球廣告技術和銷售合作夥伴。事實證明，微軟有能力支持您的所有廣告需求，我們將共同努力建立新的廣告支援服務。更重點，微軟為長期創新提供了彈性，包括技術和商業方面的靈活性，並為其成員提供了強力的隱私保護。
  • 2022 年 5 月 - Written Word Media 宣布推出 Reader Reach Amazon Ads，這是其為作者和出版商提供的現有 Reader Reach 廣告服務的擴展。 Reader Reach 是資料主導的全方位服務廣告解決方案，為作者提供了一種在其圖書上放置有針對性的廣告的簡單方法。除了現有的 Reader Reach Facebook 廣告服務之外，亞馬遜廣告的擴展使作者可以輕鬆地在亞馬遜上向讀者做廣告。

其他福利

  • Excel 格式的市場預測 (ME) 表
  • 3 個月分析師支持

目錄

第1章 簡介

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章市場動態

  • 市場概況
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 消費者議價能力
    • 新進入者的威脅
    • 競爭公司之間的敵對關係
    • 替代品的威脅
  • 市場促進因素
    • 從傳統廣告向網路廣告的持續轉變
    • 行動裝置的使用和數位內容的消費增加
    • 新穎的廣告方式的出現以及使用行動應用程式進行廣告的成長趨勢
  • 市場限制因素
    • 由於現有企業的存在，人們對成熟最終用途行業的營運複雜性和溝通有效性感到擔憂
  • 產業價值鏈分析
  • COVID-19 對網路廣告產業的影響
    • 從傳統廣告向數位媒體的轉變經歷了顯著成長
    • 由於收益下降，2020年主要類別的廣告支出將下降
    • 企業轉向有針對性的廣告作為最佳化支出的一種方式
    • 數位消費行為的改變對網路廣告產業的影響

第 5 章：主要社群媒體平台線上/數位廣告收益分析 - FACEBOOK、GOOGLE、TWITTER 等。

第6章市場區隔

  • 按廣告格式
    • 社群媒體
    • 搜尋引擎
    • 影片
    • 電子郵件
    • 其他廣告格式
  • 按平台
    • 移動的
    • 桌上型電腦和筆記型電腦
    • 其他平台
  • 按最終用途行業
    • 車
    • 零售
    • 衛生保健
    • BFSI
    • 通訊
    • 其他最終用途產業
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
    • 歐洲
      • 英國
      • 德國
      • 法國
      • 西班牙
      • 義大利
      • 荷蘭
      • 波蘭
      • 其他歐洲國家
    • 亞太地區
      • 中國
      • 日本
      • 韓國
      • 印度
      • 其他亞太地區
    • 拉丁美洲
    • 中東/非洲

第7章：競爭形勢

  • 公司簡介
    • Google LLC
    • Facebook, Inc
    • Microsoft Corporation
    • Twitter Inc.
    • Adobe Systems Inc.
    • Baidu, Inc.
    • Yahoo Inc.
    • IAC/InterActiveCorp
    • Amazon.com, Inc

第8章投資分析

第9章市場的未來

簡介目錄
Product Code: 62378

The Online Advertising Market size is estimated at USD 257.97 billion in 2024, and is expected to reach USD 431.76 billion by 2029, growing at a CAGR of 10.85% during the forecast period (2024-2029).

Online Advertising - Market

The online advertising market refers to the industry encompassing the buying and selling advertising space on the internet. It involves various forms of digital advertising, such as display ads, search engine marketing (SEM), social media advertising, video advertising, native advertising, and more.

Key Highlights

  • The online advertising market has experienced significant growth over the years, driven by the increasing use of the internet and digital devices. With the widespread adoption of smartphones and the rise of social media platforms, online advertising has become a crucial component of marketing strategies for businesses worldwide.
  • The ongoing shift from traditional to online advertising has been a significant driver of the growth of the online advertising market. The widespread availability of the internet and the growing number of internet users have led to a larger audience that can be reached through online advertising. People spend more time online for work, entertainment, or socializing, allowing advertisers to reach them through digital channels.
  • The combination of novel advertising techniques and the growing prominence of mobile apps-based advertising has fueled the online advertising market's growth. Advertisers are increasingly adopting these approaches to connect with consumers more personalized and engagingly, leveraging the power of digital platforms to achieve their marketing goals.
  • Operational complexities and concerns over communication effectiveness in mature end-user industries, along with the presence of incumbents, can pose challenges and restrain the growth of the online advertising market.
  • The COVID-19 pandemic has had a significant impact on the online advertising industry. While the pandemic initially presented challenges for the online advertising industry, it also created new opportunities and accelerated the adoption of digital strategies. As the world continues to navigate the ongoing effects of the pandemic, the online advertising industry is likely to play a crucial role in the recovery and future growth of businesses across sectors.

Online Advertising Market Trends

Increasing Use of Mobile Devices and Consumption of Digital Content is Expected to Drive the Market Growth

  • The widespread adoption of smartphones and tablets has revolutionized how people access the internet and consume content. Mobile devices have become integral to daily life, offering convenient and constant connectivity. As a result, advertisers are increasingly targeting mobile users through mobile-optimized websites, mobile apps, and location-based advertising.
  • Mobile devices have become the primary means of internet access for many people. Mobile internet usage has surpassed desktop usage, driving advertisers to allocate a significant portion of their advertising budgets to mobile platforms. Advertisers can reach users through mobile-specific ad formats like in-app, mobile video, and mobile search ads.
  • Mobile apps have experienced explosive growth, offering advertisers many opportunities. Advertisers can leverage in-app advertising to engage with users while interacting with their favorite apps. This includes various ad formats like banner ads, interstitial ads, native ads, and rewarded video ads within mobile apps.
  • Social media platforms have witnessed a significant shift towards mobile usage. Platforms like Facebook, Instagram, Twitter, and Snapchat are predominantly accessed through mobile devices. Advertisers are capitalizing on this trend by investing in mobile social media advertising to reach highly engaged mobile users and target specific demographics.
  • The increasing use of mobile devices and digital content consumption have reshaped the advertising landscape. According to Ericsson, 5G subscriptions are expected to increase globally between 2019 and 2027, from over 12 million to over 4 billion. Subscriptions are expected to be maximum in North East Asia, South East Asia, India, Nepal, and Bhutan. Advertisers recognize the importance of reaching consumers on the devices and platforms they use most frequently, leading to a significant shift towards mobile-focused advertising strategies. As mobile usage continues to rise, the online advertising market is poised for continued growth and innovation in mobile advertising formats and targeting capabilities.

North America is Expected to Hold the Significant Market Share

  • The online advertising market in North America is substantial, driven by the region's high internet penetration rates, advanced digital infrastructure, and the presence of major technology companies. It has a highly developed digital ecosystem, including prominent advertising platforms like Google, Facebook, and Amazon. The United States represents significant global ad spending, attracting advertisers from various industries.
  • Mobile advertising has experienced substantial growth in North America, fueled by the widespread use of smartphones and tablets. Advertisers invest heavily in mobile ad formats to reach the growing user base. Mobile advertising includes formats such as in-app ads, mobile search ads, mobile video ads, and mobile-optimized website ads.
  • Programmatic advertising, which uses automated processes to buy and sell ad inventory, has gained significant traction in North America. Advertisers and publishers leverage programmatic platforms to streamline ad buying, targeting, and optimization processes, leading to more efficient and data-driven advertising campaigns.
  • Social media platforms, including Facebook, Instagram, Twitter, and LinkedIn, are widely used for advertising in North America. Advertisers leverage these platforms to reach specific target audiences, engage with users, and promote their products or services. Social media advertising offers sophisticated targeting options, interactive ad formats, and robust analytics.
  • Furthermore, Google is highly focused on launching new features aimed at helping advertisers use the company's services to make their products stand out in web search results and other platforms. One of the new features from the company lets Google Search users configure their ads in a manner that has Google fetch relevant images from the advertiser's online materials and include those images within the search results. Thus, this is expected to encourage companies to invest in ads, propelling market growth, especially in the United States, over the forecast period.
  • Furthermore, e-commerce giants in the region, such as Amazon, have been investing heavily in the region to increase their market share. Many users in the United States are now searching for products more on Amazon than on Google, compelling advertisers to invest in online ads in the company. Companies such as Facebook and Google obtain most of their ad revenue from the North American region. Thus, owing to increasing social media usage and advertising expense, this region is expected to hold a prominent market share.

Online Advertising Industry Overview

The Online Advertising Market is highly fragmented, with the presence of major players like Google LLC, Facebook Inc, Microsoft Corporation, Twitter Inc., and Adobe Systems Inc. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • July 2022 - Netflix announced that they had selected Microsoft as the global advertising technology and sales partner. Microsoft has the proven ability to support all advertising needs as it works together to build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for the members.
  • May 2022 - Written Word Media announced the launch of Reader Reach Amazon Ads, an expansion of their existing Reader Reach Ads service for authors and publishers. Reader Reach is a data-driven full-service ads solution that offers an easy way for authors to run targeted ads for their books. The expansion to Amazon Ads enables authors to easily advertise to readers on Amazon in addition to the existing Reader Reach Facebook Ads service.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porters Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Intensity of Competitive Rivalry
    • 4.2.5 Threat of Substitutes
  • 4.3 Market Drivers
    • 4.3.1 Ongoing shift from Traditional to Online Advertising
    • 4.3.2 Increasing Use of Mobile Devices and Consumption of Digital Content
    • 4.3.3 Emergence of Novel Advertising Techniques Coupled with Growing Trend of Mobile Apps-based Advertising
  • 4.4 Market Restraints
    • 4.4.1 Operational Complexities and Concerns over Effectiveness of Communication in Mature End-user Industries due to Presence of Incumbents
  • 4.5 Industry Value Chain Analysis
  • 4.6 Impact of COVID-19 on the Online Advertising Industry
    • 4.6.1 Shift from traditional advertising to digital medium has witnessed considerable growth
    • 4.6.2 Overall ad spending across major categories to witness a decline in 2020 due to falling revenues
    • 4.6.3 Organizations looking at targeted advertising as a means to optimize spending
    • 4.6.4 Impact of changing digital consumption behavior on the online advertising industry

5 ANALYSIS OF REVENUE ACCRUED BY THE MAJOR SOCIAL MEDIA PLATFORMS FROM ONLINE/DIGITAL ADVERTISING - FACEBOOK, GOOGLE, TWITTER, ETC.

6 MARKET SEGMENTATION

  • 6.1 By Advertising Format
    • 6.1.1 Social Media
    • 6.1.2 Search Engine
    • 6.1.3 Video
    • 6.1.4 Email
    • 6.1.5 Other Advertising Formats
  • 6.2 By Platform
    • 6.2.1 Mobile
    • 6.2.2 Desktop and Laptop
    • 6.2.3 Other Platforms
  • 6.3 By End-user Vertical
    • 6.3.1 Automotive
    • 6.3.2 Retail
    • 6.3.3 Healthcare
    • 6.3.4 BFSI
    • 6.3.5 Telecom
    • 6.3.6 Other End-user Verticals
  • 6.4 By Geography
    • 6.4.1 North America
      • 6.4.1.1 United States
      • 6.4.1.2 Canada
    • 6.4.2 Europe
      • 6.4.2.1 United Kingdom
      • 6.4.2.2 Germany
      • 6.4.2.3 France
      • 6.4.2.4 Spain
      • 6.4.2.5 Italy
      • 6.4.2.6 Netherlands
      • 6.4.2.7 Poland
      • 6.4.2.8 Rest of Europe
    • 6.4.3 Asia Pacific
      • 6.4.3.1 China
      • 6.4.3.2 Japan
      • 6.4.3.3 South Korea
      • 6.4.3.4 India
      • 6.4.3.5 Rest of Asia Pacific
    • 6.4.4 Latin America
    • 6.4.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Google LLC
    • 7.1.2 Facebook, Inc
    • 7.1.3 Microsoft Corporation
    • 7.1.4 Twitter Inc.
    • 7.1.5 Adobe Systems Inc.
    • 7.1.6 Baidu, Inc.
    • 7.1.7 Yahoo Inc.
    • 7.1.8 IAC/InterActiveCorp
    • 7.1.9 Amazon.com, Inc

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET