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市場調查報告書
商品編碼
1615118

即時競價市場:現狀分析與預測(2024年～2032年)

Real-Time Bidding Market: Current Analysis and Forecast (2024-2032)
出版日期: | 出版商: UnivDatos Market Insights Pvt Ltd | 英文 157 Pages | 商品交期: 最快1-2個工作天內

價格
簡介目錄

在預測期（2024-2032 年），實時競價市場預計將以 19% 的複合年增長率大幅增長。這主要是由於行動和視訊消費的成長，這將為廣告主提供跨裝置和格式與目標消費者互動的方式。由於行動廣告支出的增加以及對 RTB 等有效程序化技術的需求，使用量正在不斷增長。人們對資料隱私和保護法（包括 GDPR 和 CCPA）的日益關注，要求 RTB 平台提供者加強合規和適應措施，以幫助廣告商瞄準消費者。此外，各種平台的整合意味著廣告主需要管理和規範各種數位接觸點的 RTB。

依拍賣類型，市場分為公開拍賣和邀請拍賣。到2023年，公開拍賣將佔據很大的市場佔有率。公開競價為廣告主提供了一個透明、有效率的平台，可以即時競價數位廣告資源。它具有成本效益，提供預算和出價靈活性，提供對多個受眾的訪問，並且可以在網路、應用程式和其他平台上使用。公開競價是模組化的，允許基於即時效果數據進行 RTB 廣告展示位置，以提高廣告相關性，使其成為對更多品牌有吸引力的技術。例如，2023年6月，捷克公司Caroda與Adform南非分公司和媒體機構Trina Marketing合作，在南非推出了第一個開放市場店內DOOH（數位戶外）廣告網路I。這是由程序化公開拍賣所推動的。

根據格式，市場分為 RTB 影像和 RTB 影片。到 2023 年，RTB 影像將佔據很大的市場佔有率。 RTB 影像部分使廣告主能夠利用視覺內容有效地即時捕捉受眾注意力，從而促進成長。透過在廣告中使用高品質圖片，您可以鼓勵更多人點擊您的廣告並提高您的品牌知名度。 RTB 的主要用途是放置基於興趣的圖像廣告，因為圖像對於病毒式行銷社交媒體和其他圖形環境非常有效。基於圖像的傳播也使企業能夠有效地瞄準目標受眾。例如，Google、Criteo 和 The Trade Desk 始終走在使用 RTB 進行圖片廣告以最大限度地提高客戶參與度的前沿。

依裝置劃分，市場分為行動裝置、桌上型裝置和其他裝置。到 2023 年，行動裝置將佔據很大佔有率。手機上的高參與率使企業能夠及時調整應用程式、網站和社交網路上的廣告出價，以吸引用戶的注意。行動 RTB 可以幫助您鎖定積極使用手持裝置進行瀏覽、社交和購物的受眾，從而擴大您的市場。此外，行動 RTB 進一步識別地理位置、瀏覽歷史記錄和應用程式使用情況等利基市場，從而顯著提高廣告的相關性。

根據應用程序，市場分為媒體和娛樂、遊戲、零售和電子商務、旅遊和奢侈品、行動應用程式等。媒體和娛樂預計在預測期內（2024-2032 年）將以顯著的複合年增長率成長。在這個領域，RTB 用於利用擁有大量受眾的影片和串流平台。 RTB 讓該領域的公司可以針對觀眾喜歡的內容和風格投放影片和展示廣告。隨著串流媒體服務供應商的進步，媒體公司採用 RTB 來對廣告位進行基準測試，從而跨裝置向觀眾展示節目和相關廣告。

為了更了解即時出價的市場實施情況，市場為北美（美國、加拿大、北美其他地區）、歐洲（德國、法國、英國、西班牙、義大利、歐洲其他地區）、亞太地區（中國，根據在世界其他地區（日本、印度、亞太其他地區）和世界其他地區的全球影響力進行分析。預計亞太地區在預測期（2024-2032 年）將以顯著的複合年增長率成長。由於數位廣告市場的成長以及該地區網路使用量的持續成長，亞太地區具有很大的影響力。隨著中國、印度和東南亞國家等國家的中產階級消費者數量和行動裝置擁有量持續增加，採用 RTB 向所需受眾投放廣告的情況持續增加。電子產品銷售平台的增加帶來了大量的可用廣告空間，有助於程序化廣告系統的實施。此外，該領域的本地公司正在透過大數據以及實施更先進的數據和機器學習來提高 RTB 活動的品質。例如，2023年6月12日，第一大戶外（OOH）媒體公司德高新加坡（JCDecaux）宣布將成為全球領先的優質供應平台，加速程序化戶外媒體的強勁增長（ pDOOH）。了即時競價功能。這項尖端技術將改變廣告主和消費者互動的方式，使數位戶外廣告比以往任何時候都更具針對性、高效性和影響力。

市場上營運的主要公司包括 Microsoft、Adobe (Adobe Advertising Cloud)、The Trade Desk、Google (Google Ad Manager)、Criteo、YANDEX LLC、Verve Group, Inc.、Digital Turbine, Inc.、SmartyAds 和澤塔全球公司

目錄

第1章 市場簡介

  • 市場定義
  • 主要目的
  • 相關利益者
  • 限制事項

第2章 調查手法或前提條件

  • 調查流程
  • 調查手法
  • 受訪者簡介

第3章 摘要整理

  • 產業摘要
  • 各市場區隔預測
    • 市場成長的強度
  • 地區展望

第4章 市場動態

  • 促進因素
  • 機會
  • 阻礙因素
  • 趨勢
  • PESTEL分析
  • 需求面分析
  • 供給面分析
    • 合併和收購
    • 投資Scenario
    • 產業考察：主要新創公司及其獨特策略

第5章 價格分析

  • 各地區價格分析
  • 價格的影響因素

第6章 全球即時競價市場收益 、2022年～2032年

第7章 市場洞察:競標各類型

  • 開放式競標
  • 邀請競標

第8章 市場洞察:不同格式

  • RTB影像
  • RTB影片

第9章 市場洞察:各設備

  • 手機
  • 桌上型電腦(桌面)
  • 其他

第10章 市場洞察:各用途

  • 媒體和娛樂
  • 遊戲
  • 零售·電子商務
  • 旅行與奢華
  • 行動應用程式
  • 其他

第11章 市場洞察:各地區

  • 北美
    • 美國
    • 加拿大
    • 其他北美地區
  • 歐洲
    • 德國
    • 法國
    • 英國
    • 西班牙
    • 義大利
    • 其他歐洲地區
  • 亞太地區
    • 中國
    • 日本
    • 印度
    • 其他亞太地區
  • 全球其他地區

第12章 價值鏈分析

  • 市場參與企業一覽

第13章 競爭情形

  • 競爭儀表板
  • 競爭市場定位分析
  • 波特的五力分析

第14章 企業簡介

  • Microsoft
    • Company Overview
    • Key Financials
    • SWOT Analysis
    • Product Portfolio
    • Recent Developments
  • Adobe(Adobe Advertising Cloud)
  • The Trade Desk
  • Google(Google Ad Manager)
  • Criteo
  • YANDEX LLC
  • Verve Group, Inc.
  • Digital Turbine, Inc.
  • SmartyAds
  • Zeta Global Corp.

第15章 縮寫與前提條件

第16章 附錄

簡介目錄
Product Code: UMME213084

Real-time bidding, also known as RTB is a programmatic advertising technique that enables clients to bid for and purchase digital ad space without delay and get the opportunity to make transactions of digital advertising space across the web. It takes only several milliseconds, which happens when users interact with the material available online and allows advertisers to deliver advertisements to audiences of interest. The use of RTB means that brands can fine-tune their advertising placements, improve relevancy, and by extension the general performance of brands in their campaign all without the added pressure of expensive media bills.

The Real-Time Bidding Market is expected to grow with a significant CAGR of 19% during the forecast period (2024-2032). This is mainly due to the increasing mobile and video consumption that would give advertisers a way to engage with target consumers in devices and formats. The rise in mobile advertising expenditure and the need for effective programmatic technologies, such as RTB, exist, resulting in the growing usage. The rising focus on data privacy and protection laws including the GDPR and the CCPA, RTB platform providers have had to up their game on compliance and adaptation measures affective consumer targeting by advertisers. Furthermore, the integration of various platforms requires advertisers to overrule and regulate RTB at different digital touchpoints.

Based on the auction type, the market is segmented into open auction, and invitation auction. The open auction held a significant share of the market in 2023. They offer advertisers a transparent and efficient platform from which to bid for digital advertising space in real-time. They are cost-effective, flexible in budgeting and bidding, provide access to multiple audiences, and are available on the web, applications, and other platforms. The modularity of open auctions makes the technology more attractive to more brands since they can make further placements of RTB ad buys based on real-time performance data and thus improve the relevance of the advertising. For example, in June 2023, Czech company Caroda, in collaboration with the South African branch of Adform and media agency Trina Marketing, launched the first open marketplace in the in-store Digital-Out-Of-Home (DOOH) advertising network in South Africa. This is being taken forward via a programmatic open auction.

Based on format, the market is segmented into RTB image and RTB video. RTB's image held a significant share of the market in 2023. The RTB image segment contributes to growth by enabling advertisers to utilize visual content to gain audience attention in real time efficiently. The use of high-quality images in ads makes it appealing to attract more people to click and be more aware of the brand. Since images are highly effective for viral marketing social networking and other graphical environments, the major application of RTB is used for the placement of interest-based image commercials. The appearance also ensures that companies target the intended audiences effectively by leveraging picture-based communications. For instance, Google, Criteo, and The Trade Desk are always on the frontline in the use of RTB for image advertising to maximize the engagement of the customers.

Based on devices, the market is segmented into mobile, desktop, and others. Mobile held a significant market share in 2023. The high engagement rates of mobile phones make it possible for companies to adjust bids for ads in apps, websites, and social networks timely to gain users' attention. Mobile RTB has the potential to grow the way in helping target audiences that are actively using their handheld devices to browse, interact socially, and shop. Moreover, mobile RTB further identifies niches such as geographical location, browsing history, or app usage greatly improving the ad relevance.

Based on the application, the market is segmented into media & entertainment, games, retail & e-commerce, travel and luxury, mobile apps, and others. Media & Entertainment is expected to grow with a significant CAGR during the forecast period (2024-2032). This sector uses RTB to take advantage of video and streaming platforms, which have a huge and highly interested audience. RTB enables companies within this context to place a targeted video or display adverts on viewers' preferred content and the style they wield. With the advancement in streaming service providers, RTB is then employed by media companies to benchmark the ad spots, thus presenting the program to the viewers across devices and relevant ads.

For a better understanding of the market adoption of Real-Time Bidding, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and the Rest of North America), Europe (Germany, France, U.K., Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. Asia-Pacific is expected to grow with a significant CAGR during the forecast period (2024-2032). APAC region has a high impact due to the growing digital advertising market within the region and ever-growing internet usage. As the number of middle-class consumers rises and ownership of mobile devices continues to grow in countries such as China, India, and the countries in Southeast Asia, there is an ever-growing adoption of RTB for advertising to desirable audiences. The growing number of electronics sales platforms results in a vast amount of ad space available and contributes to the implementation of programmatic advertising systems. Furthermore, local players on this front are refining the quality of RTB campaigns through Big Data, as well as the implementation of more sophisticated data and machine learning. For instance, on 12 June 2023, JCDecaux Singapore (JCDecaux), the number one out-of-home (OOH) media company, announced the launch of its Real-Time Bidding capability via VIOOH, the leading premium global supply side platform, to accelerate the strong growth of programmatic OOH (pDOOH). This cutting-edge technology changes the way advertisers engage with consumers, making digital OOH advertising more targeted, efficient, and impactful than ever before.

Some of the major players operating in the market include Microsoft, Adobe (Adobe Advertising Cloud), The Trade Desk, Google (Google Ad Manager), Criteo, YANDEX LLC, Verve Group, Inc., Digital Turbine, Inc., SmartyAds, Zeta Global Corp.

TABLE OF CONTENTS

1.MARKET INTRODUCTION

  • 1.1. Market Definitions
  • 1.2. Main Objective
  • 1.3. Stakeholders
  • 1.4. Limitation

2.RESEARCH METHODOLOGY OR ASSUMPTION

  • 2.1. Research Process of the Real-Time Bidding Market
  • 2.2. Research Methodology of the Real-Time Bidding Market
  • 2.3. Respondent Profile

3.EXECUTIVE SUMMARY

  • 3.1. Industry Synopsis
  • 3.2. Segmental Outlook
    • 3.2.1. Market Growth Intensity
  • 3.3. Regional Outlook

4.MARKET DYNAMICS

  • 4.1. Drivers
  • 4.2. Opportunity
  • 4.3. Restraints
  • 4.4. Trends
  • 4.5. PESTEL Analysis
  • 4.6. Demand Side Analysis
  • 4.7. Supply Side Analysis
    • 4.7.1. Merger & Acquisition
    • 4.7.2. Investment Scenario
    • 4.7.3. Industry Insights: Leading Startups and Their Unique Strategies

5.PRICING ANALYSIS

  • 5.1. Regional Pricing Analysis
  • 5.2. Price Influencing Factors

6.GLOBAL REAL-TIME BIDDING MARKET REVENUE (USD BN), 2022-2032F

7.MARKET INSIGHTS BY AUCTION TYPE

  • 7.1. Open Auction
  • 7.2. Invitation-Auction

8.MARKET INSIGHTS BY FORMAT

  • 8.1. RTB Image
  • 8.2. RTB Video

9.MARKET INSIGHTS BY DEVICE

  • 9.1. Mobile
  • 9.2. Desktop
  • 9.3. Others

10.MARKET INSIGHTS BY APPLICATION

  • 10.1. Media & Entertainment
  • 10.2. Games
  • 10.3. Retail & e-Commerce
  • 10.4. Travel and luxury
  • 10.5. Mobile apps
  • 10.6. Others

11.MARKET INSIGHTS BY REGION

  • 11.1. North America
    • 11.1.1. U.S.
    • 11.1.2. Canada
    • 11.1.3. Rest of North America
  • 11.2. Europe
    • 11.2.1. Germany
    • 11.2.2. France
    • 11.2.3. UK
    • 11.2.4. Spain
    • 11.2.5. Italy
    • 11.2.6. Rest of Europe
  • 11.3. Asia-Pacific
    • 11.3.1. China
    • 11.3.2. Japan
    • 11.3.3. India
    • 11.3.4. Rest of APAC
  • 11.4. Rest of the World

12.VALUE CHAIN ANALYSIS

  • 12.1. List of Market Participants

13.COMPETITIVE LANDSCAPE

  • 13.1. Competition Dashboard
  • 13.2. Competitor Market Positioning Analysis
  • 13.3. Porter Five Forces Analysis

14.COMPANY PROFILES

  • 14.1. Microsoft
    • 14.1.1. Company Overview
    • 14.1.2. Key Financials
    • 14.1.3. SWOT Analysis
    • 14.1.4. Product Portfolio
    • 14.1.5. Recent Developments
  • 14.2. Adobe (Adobe Advertising Cloud)
  • 14.3. The Trade Desk
  • 14.4. Google (Google Ad Manager)
  • 14.5. Criteo
  • 14.6. YANDEX LLC
  • 14.7. Verve Group, Inc.
  • 14.8. Digital Turbine, Inc.
  • 14.9. SmartyAds
  • 14.10. Zeta Global Corp.

15.ACRONYMS & ASSUMPTION

16.ANNEXURE