中東和非洲的程序化廣告：市場佔有率分析、行業趨勢和統計、成長預測（2025-2030）

Middle East and Africa Programmatic Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05日 | 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

中東和非洲程序化廣告市場預計在預測期內複合年成長率為7.89%

主要亮點

程序化廣告是一種高度自動化的廣告形式，可以得到最佳利用。程序化廣告的優點之一是使用者可以使用機器和產品買賣網路廣告庫存，從而推動市場成長。
程序化保證是該地區程序化廣告成長的關鍵因素之一，因為它有效地取代了品牌宣傳活動中經常使用的優質庫存部分涉及的手動執行流程。該地區的主要廣告商正在擴大程序化保證服務，以擴大廣告規模並提高效果。
此外，隨著數位隱私實踐的變化，各機構擴大採用上下文定位實踐來增加市場佔有率。此外，該地區的新監管法律引發了人們對個人資料保護的擔憂，各公司正在採取更積極主動的方式進行內容行銷。
此外，隨著數位化的進步，客戶越來越意識到資料收集和隱私。人們對收集和利用消費者資料的認知不斷增強，限制了程序化廣告市場的成長。
COVID-19 大流行對中東和北非地區的程序化廣告市場產生了積極影響，在該地區實施全球封鎖後，歐洲公司和組織紛紛轉向數位廣告方法。

中東和非洲程序化廣告市場趨勢

數位廣告的採用率增加

隨著數位化的發展，出版商正在利用資料和技術的結合，在正確的時間吸引正確的受眾。如今，程序化廣告發布商可以存取買家資料，提供有關他們的需求和宣傳活動績效的重要見解，並實現最佳化。
數位廣告的激增對媒體購買者產生了重大影響，代理商利用高品質的用戶資料進行創新規劃和產生微型目標廣告。程序化廣告中使用的技術可以放大品牌宣傳活動。
廣告主、媒體代理商和媒體所有者可以利用可用資料和受眾將資料與宣傳活動目標相匹配，使用受眾資料來激發創造力，並使用宣傳活動資料來最佳化宣傳活動績效，從而獲得洞察並做出決策。
廣告主正在利用更複雜的受眾建立工具，例如尋找資料屬性的受眾發現演算法、相似定位以及基於任何資料訊號的即時受眾建立，從而擴大了 Tprogrammatic 廣告市場。

行動程序化廣告正在推動市場成長

行動程序化廣告是指購買、銷售和展示行動廣告的自動化過程。行動廣告包括行動橫幅廣告、行動影片廣告、行動原生廣告等。
隨著該地區的行動普及率提高，行動程式化廣告變得越來越流行，因為行動裝置提供了各種資料訊號，使廣告能夠即時傳送給正確的用戶，並提供相關內容，預計這種情況還會增加。
行動程式化廣告提供精確的定位，使廣告主能夠即時接觸特定受眾，並使用特定指標和人口統計資料將他們引導到正確的受眾。
該地區程序化廣告商的客戶要求按效果付費，包括投資回報率和廣告支出回報。此外，透過行動應用程式增加的客戶參與正在推動該地區對行動程式化廣告的需求。

中東和非洲程序化廣告產業概況

中東和非洲的程序化廣告市場競爭溫和。該市場似乎適度集中，參與企業採取了合併、收購和服務創新等關鍵策略。主要參與企業包括 Tonic International、Mars Media Group、Exclusive Digital 和 Xaxis。

2022年8月－華為程式化廣告平台Huawei Ads針對中東和非洲（Middle East and Africa）的行銷人員推出了兩項新的每月獎勵計畫。這些計劃為平均流量超過500萬的合作夥伴提供獎勵，例如在2023年終額外獲得華為廣告收益收益的10%。根據第二項舉措，截至 2022 年 12 月 31 日，排名前 10% 的高績效合作夥伴將獲得其行銷策略 10% 的收益。
2022 年 6 月 - InMobi 宣布擴大與 Microsoft Advertising的夥伴關係，以支援中東和非洲的企業和策略廣告商。 InMobi 為負責人提供了一個整合解決方案，該解決方案利用了 Microsoft Advertising 的搜尋和本機顯示功能以及 InMobi 廣告平台的行動廣告科技功能。

其他好處

Excel 格式的市場預測 (ME) 表
3 個月分析師支持

Key Highlights

Programmatic Advertising is a highly automated form of advertising that makes the best use. One of the advantages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which propels market growth.
Programmatic guaranteed is one of the major drivers for the growth of programmatic advertisements in the region as it effectively replaces the manual execution processes involved in the premium inventory segment that is regularly used by brand campaigns. Major regional advertisers are expanding their Programmatic Guaranteed offerings to scale their advertising further and increase their performance.
Further, with changes to digital privacy practices, contextual targeting practices are increasing in adoption by agencies to increase their market share. Also, with the implementation of new regulatory laws in the region, concern over personal data protection has increased, and companies have started taking aggressive approaches in content marketing.
Also, with increasing digitalization, customers are becoming increasingly aware of data collection and privacy. This increasing awareness of the collection and utilization of consumer data is restricting the growth of the Programmatic advertising market.
The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in the Middle East and Afric region as businesses and organizations in Europe are swticihng to digital advertising methoda in the wake of global lockdown imposed in the region.

MEA Programmatic Advertising Market Trends

Increase in adoption of Digital Advertising

With the rising digitalization, publishers are utilizing a combination of data and technology to reach out to the right customer base at the right time. In recent times, programmatic advertisement publishers have access to buyers' data, which provides significant insights into the needs and campaign performances and enables optimization.
The increased adoption of digital advertising significantly impacted the media buyers as agencies are utilizing high-quality user data for creative planning to generate micro-targeted ads. The technology used in programmatic advertising amplifies brand campaigns.
Advertisers, media agencies, and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimize campaign performance using campaign data, gain insights and make decisions.
Tools such as audience discovery algorithms that find data attributes, look-alike targeting, and building audiences in real-time based on all data signals to create more sophisticated audiences are being utilized by the advertisers, which increases the market for tprogrammatic advertising.

Mobile Programmatic Advertisements to Drive the Market Growth

Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
With the increase in mobile penetration in the region, mobile programmatic advertisement is expected to increase as mobiles provide various data signals which enable real-time ad serving with relevant content to the right user.
Mobile Programmatic Advertising provides precise targeting, allowing advertisers to reach their specific audience in real-time and dictate the right audience using certain metrics and demographics.
The clients of programmatic advertisers in the region demand payments by results which include ROI and return on ad spending. Further, increasing customer engagement through mobile apps increases the demand for mobile programmatic advertisements in the region.

MEA Programmatic Advertising Industry Overview

The Middle East and Africa Programmatic Advertising Market is moderately competitive. The market appears to be moderately concentrated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Tonic International, Mars Media Group, Exclusive Digital, Xaxis, etc. Some of the recent developments are:

August 2022 - Huawei Ads, the programmatic advertising platform of Huawei, launched two new monthly incentive programs for marketers in the Middle East and Africa region (MEA). These programs offer incentives such as allowing partners with an average traffic volume of over five million to enjoy an additional 10 percent of their monetization revenue from Huawei Ads until the end of 2023. The second initiative enables the top 10 percent of the high-performing partners to enjoy a 10 percent monetization revenue for their marketing strategies until 31 December 2022.
June 2022 - InMobi announced expanded its partnership with Microsoft Advertising to support enterprise and strategic advertisers in Middle East, and Africa. InMobile will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and mobile ad tech capability of InMobi's advertising platforms.

Additional Benefits:

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

1 INTRODUCTION

1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

4.1 Market Overview
4.2 Industry Stakeholder Analysis
4.3 Industry Attractiveness-Porter's Five Force Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
4.4 Impact of COVID-19 on the Programmatic Advertising Market in Middle East and Africa

5 MARKET DYNAMICS

5.1 Market Drivers
- 5.1.1 Growth of Digital Media Advertisement
- 5.1.2 Better use of Data for Programmatic Advertising
5.2 Market Challenges
- 5.2.1 Lack of Skilled personel in Programmatic Advertisement

6 Market Segmentation

6.1 By Trading Platform
- 6.1.1 Real Time Bidding (RTB)
- 6.1.2 Private Marketplace Guaranteed
- 6.1.3 Automated Guaranteed
- 6.1.4 Unreserved Fixed-rate
6.2 By Advertising Media
- 6.2.1 Digital Display
- 6.2.2 Mobile Display
6.3 By Enterprise size
- 6.3.1 SMB's
- 6.3.2 Large Enterprises

7 COMPETITIVE LANDSCAPE

7.1 Company Profiles
- 7.1.1 Tonic International
- 7.1.2 Mars Media Group
- 7.1.3 Executive Digital
- 7.1.4 Boopin
- 7.1.5 Xaxis
- 7.1.6 Google
- 7.1.7 Amazon
- 7.1.8 Gamned!
- 7.1.9 InMobi