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1681533

雲端廣告市場:現狀分析與未來預測 (2024年～2032年)

Cloud Advertising Market: Current Analysis and Forecast (2024-2032)

出版日期: 2025年02月01日 | 出版商:

UnivDatos Market Insights Pvt Ltd | 英文 147 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

預計預測期內（2024-2032 年），雲端廣告市場將以 19.5% 的複合年增長率大幅成長。採用雲端廣告主要是因為對更有效率的行銷策略的需求，這些策略以數據為驅動，能夠提供更好的定位和更高的投資報酬率。人工智慧和機器學習的實際應用提供了分析大量資料以即時管理有效廣告活動的知識。此外，對行動廣告的關注以及全通路廣告策略和程序化購買的採用迫使企業轉向雲端環境進行廣告管理。

例如，2024 年 1 月 9 日，WPP 旗下媒體投資集團 GroupM 與業界領先的績效行銷組織 GroupM Nexus 和 Amazon Ads 合作發布了亞馬遜行銷雲端成熟度框架。這項為群邑客戶提供的客製化服務嚴格評估行銷人員的亞馬遜行銷雲端成熟度，並將他們的業務需求與最佳的亞馬遜行銷雲端解決方案相結合。

市場按組件細分為平台和服務。由於雲端廣告平台提供數據驅動、自動化的廣告解決方案並且易於擴展，有助於促進業務成長，因此預計平台將在 2023 年佔據大部分市場佔有率。成功的全通路廣告的需求正在推動數位、行動和社交網路平台的使用。例如，2024 年 10 月 15 日，亞馬遜廣告宣佈在亞馬遜需求方平台 (Amazon DSP) 上推出一系列創新，以透過簡化的廣告活動規劃和優化實現精準的全通路受眾覆蓋範圍。 Amazon Ads 對客戶從認知到轉換的整個過程有著獨特而深刻的理解，並提供易於使用的功能，所有品牌都可以使用這些功能來建立和加強客戶關係，無論其業務、產品或服務的規模如何。

根據部署方法，市場分為公有、私有和混合。到 2023 年，本地部署將佔據很大的市場佔有率。混合廣告模式結合了公有雲和私有雲解決方案，以實現多功能性、安全性和容量。這將推動成長，因為它使您能夠實現成本優化，同時遵守資料庫標準合規性，這對於任何商業組織（無論是製造業、銀行業、金融業或任何工業組織）都至關重要。隨著越來越多的元素被整合到混合模型中，在儲存個人資訊的多個生態系統中投放即時廣告變得更加容易。

依組織規模，市場分為大型企業及中小型企業。預計預測期內（2024-2032 年）中小企業將以顯著的複合年增長率成長。透過加強數位廣告預算，他們正在為雲端廣告做出貢獻，以佔領更大的市場。他們使用基於人工智慧的高效雲端進行適當的廣告宣傳、自動化以及對廣告借助的成果進行快速分析。雲端技術使小型企業能夠更好地管理其廣告預算、加強客戶關係並提高任何平台的轉換率。更聰明的商業人士正在將 CRM、電子商務和廣告整合到雲端中，以使他們的行銷更有效並獲得更大的投資回報。例如，2025年1月21日，在數位行銷（MarTech）和線上廣告（AdTech）先進解決方案開發領域處於領先地位的創新科技公司Audiencerate宣布，已與Esprinet集團旗下專注於先進解決方案分銷的公司V-Valley簽署了合作協議。 Audiencerate 與微軟合作，在整合人工智慧和雲端運算以優化行銷和廣告策略方面處於領先地位。 V-Valley 和 Audiencerate 之間的策略協議旨在透過支持中小企業的數位化和創新過程、促進其獲取先進技術以及為其提供在日益數據驅動的市場中競爭所需的工具來促進中小企業的數位轉型。

根據最終用戶，市場細分為零售和消費品、媒體和娛樂、IT 和電信、BFSI、醫療保健、製造業、旅遊和酒店業以及其他。 2023 年，BFSI（銀行、金融服務和保險）將佔據相當大的市場佔有率。這是因為該行業需要在廣告中進行高度客製化的消費者分析，以更好地吸引客戶。它還使金融機構能夠透過符合監管要求的安全雲廣告瞄準特定細分市場。現在，Wipro 和 IBM 等公司正在提供專注於雲端運算的服務，不僅可以解決廣告支出問題，還可以確保滿足合規性。透過在個人化、詐欺偵測和全通路廣告方式中實施人工智慧，BFSI 產業正在藉助雲端擁抱廣告。這增加了客戶的信任、互動和銷售線索的有效性。例如，2025年1月20日，印度最大的電信服務供應商之一Bharti Airtel與全國最大的私人非銀行金融公司（NBFC）Bajaj Finance宣佈建立戰略合作夥伴關係，打造印度最大的金融服務數位平台之一，並變革最後一哩的交付。此次獨特的合作將 Airtel 的 3.75 億客戶群和超過 12,000 家經銷商的強大分銷網絡與 Bajaj Finance 的強大分銷網絡（包括 27 條多樣化產品線、超過 5,000 家分支機構和 70,000 名經銷商代理）整合在一起。

為了更了解雲端廣告的市場採用情況，我們根據其在北美（美國、加拿大和北美其他地區）、歐洲（德國、法國、英國、西班牙、義大利和歐洲其他地區）、亞太地區（中國、日本、印度和亞太其他地區）和世界其他地區的全球影響力對雲端廣告市場進行了分析。由於雲端廣告、數位轉型、行動行銷和電子商務的興起，預計亞太地區在預測期內（2024-2032 年）將實現顯著的複合年增長率。對該地區各類消費者的分析表明，網路使用量正在上升，這使得他們非常適合採用雲端廣告解決方案。透過利用人工智慧和機器學習，該地區的企業正在做出更永續、更有效率的廣告投資決策，從而製定商業化的客製化廣告活動。中產階級的開放和手機等設備使用量的持續成長也將有助於推動透過雲端進行廣告的需求。透過這種方式，品牌可以在數位層面上成長，並最大限度地發揮其努力的效果。例如，2022 年 10 月，印度汽車製造商 Mahindra & Mahindra 使用 Salesforce 透過自動化客戶與公司的旅程，為客戶提供個人化的全通路體驗。 Mahindra 也使用行銷雲廣告在數位平台上大規模創建有針對性的廣告。此外，Marketing Cloud Intelligence 可讓您有效率地查看行銷活動績效的行銷洞察。

市場的主要參與者包括 Adobe、SAP SE、Salesforce、Inc.、Google、IBM、Amazon、Microsoft、The Nielsen Company (US)、LLC.、Mediaocean 和 Wipro。

Cloud advertising means advertising that is run through cloud marketing platforms to allow digital ad campaigns to be run across different networks. AI, machine learning, data analytics are best used combined for real-time targeting and performance optimization. This has made it possible for the businesses to convey advertisements in a more efficient way, and at the same time, they can be personalized. Indeed, various kinds of cloud services are effective tools for today's advertising due to their flexibility, availability, and affordability.

The Cloud Advertising Market is expected to grow with a significant CAGR of 19.5% during the forecast period (2024-2032). The adoption of cloud advertising is mainly due to the demand for more efficient marketing strategies that are based on data and provide better targeting along with higher ROI. The practical application of artificial intelligence and machine learning has provided the knowledge to analyze huge amounts of data for effective advertising campaigns management in real-time. Further, with the focus on mobile ads and adopting the omnichannel advertising strategy along with programmatic buying, which has forced the businesses to shift to the cloud environment for ad management.

For instance, on January 9, 2024, GroupM, WPP's media investment group, announced a collaboration between GroupM Nexus, the industry-leading performance marketing organization and Amazon Ads, to co-develop and launch the Amazon Marketing Cloud Maturity Framework. Available to GroupM clients, the custom offering will rigorously assess marketers' maturity level with Amazon Marketing Cloud to align their business needs with the most suitable Amazon Marketing Cloud solutions.

Based on the component, the market is segmented into platforms and services. The platforms held a significant share of the market in 2023 because cloud advertising platforms help in increasing business growth because they offer data-driven, automated advertising solutions that are also easily scalable. The need for the successful implementation of omnichannel advertising leads to the use of platforms in digital, mobile, and social networks. For instance, on October 15, 2024, Amazon Ads announced a series of innovations across the Amazon Demand-side Platform (Amazon DSP) that drive precise full-funnel audience reach with streamlined campaign planning and optimization. Amazon Ads has a unique, deep understanding of the path customers take from awareness to conversion and is delivering capabilities that all brands can easily use to create and strengthen relationships with their customers, regardless of the size of their business, their products, or which services they sell.

Based on deployment, the market is segmented into public, private, hybrid. On-premise held a significant share of the market in 2023. The hybrid-advertising models also incorporate both the public cloud solutions and the private cloud solutions for versatility, security and capacity. This fosters growth as it enables businesses to achieve cost optimization while adhering to standard compliance with databases, which is crucial for business organizations falling under the sectors of manufacturing, banking, financial, or any industrial organization. The integration of more elements within hybrid models would facilitate live ad delivery in multiple ecosystems save for personal information.

Based on the organization size, the market is segmented into large enterprises and small and medium enterprises. Small and medium enterprise is expected to grow with a significant CAGR during the forecast period (2024-2032). They contribute to cloud advertising to capture larger markets by enhancing their digital advertising budgets. They use efficient AI-based clouds for proper advertising, automation, and fast analysis of results achieved with the help of advertising. Cloud technologies enable SME to better manage the advertising budget, strengthen the relationship with customers, and increase conversion rates through all possible platforms. Smarter business professionals use cloud for advertising with integrating CRM as well as e-commerce in order to make their marketing effective for a large return on investment. For instance, on January 21, 2025, Audiencerate, an innovative technology company, leader in the development of advanced solutions for digital marketing (MarTech) and online advertising (AdTech) announced that it has signed a partnership agreement with V-Valley, a company of the Esprinet Group focused on the distribution of Advanced Solutions. Thanks to its partnership with Microsoft, Audiencerate is at the forefront of integrating artificial intelligence and cloud computing to optimize marketing and advertising strategies. This strategic agreement between V-Valley and Audiencerate aims to support SMEs in the process of digitalization and innovation, facilitating access to advanced technologies and contributing to their digital transformation by providing the necessary tools to compete in an increasingly data-driven market.

Based on end user, the market is segmented into retail and consumer goods, media and entertainment, IT and telecom, BFSI, healthcare, manufacturing, travel and hospitality, and others. BFSI (Banking, Financial Services, and Insurance) held a considerable share of the market in 2023. This is because the industry requires a high level of customized and consumer analytics in advertisements in order to enhance client attraction. It also gives the financial institutions the ability to target specific segments with secure cloud advertisements that are compliant with any regulatory requirement. Currently, Wipro and IBM among others provides services, which focus on the aspect of cloud to ensure compliance is met besides working on ad spends. The BFSI industry uses advertising with the help of cloud by implementing AI in personalization, fraud detection, and omni-channel advertising approaches. This improves the level of customer confidence, interaction and sales lead effectiveness. For instance, on January 20, 2025, Bharti Airtel, one of India's largest telecom services providers and Bajaj Finance, the country's largest private-sector Non-Banking Financial Company (NBFC), announced a strategic partnership to create one of India's largest digital platforms for financial services and transform last mile delivery. The one-of-a-kind partnership brings together Airtel's highly engaged customer base of 375 million, 12 lakh+ strong distribution network, and Bajaj Finance's diversified suite of 27 product lines, and distribution heft of 5,000+ branches and 70,000 field agents.

For a better understanding of the market adoption of Cloud Advertising, 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) owing to the development of the cloud advertising such as digital transformation, mobile marketing, and the emergence of e-commerce. The analysis of the different consumers in the region reveals that Internet usage is on the rise and makes the adoption of cloud advertising solutions suitable. The organizations in this region incorporate the use of artificial intelligence and machine learning to make more sustainable and efficient investment decisions in advertising and subsequently offer tailor-made advertisement crusades at commercialize. The opening up of middle class and the continuous growth of usage of devices such as mobile phones also help to drive the need for advertising through the cloud. With this adoption, the brands are in a position to grow at the digital level and ensure they get the most out of their endeavors. For instance, in October 2022, India's automotive manufacturer Mahindra & Mahindra provided a personalized omnichannel experience to customers by automating their journey with the company using Salesforce. Mahindra also uses Marketing Cloud Advertising to create targeted ads at scale on digital platforms. And with Marketing Cloud Intelligence, they can efficiently surface marketing insights on campaign performance.

Some of the major players operating in the market include Adobe, SAP SE, Salesforce, Inc., Google, IBM, Amazon, Microsoft, The Nielsen Company (US), LLC., Mediaocean, Wipro.

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 Cloud Advertising Market
2.2. Research Methodology of the Cloud Advertising 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 CLOUD ADVERTISING MARKET REVENUE (USD BN), 2022-2032F

7.MARKET INSIGHTS BY COMPONENT

7.1. Platforms
7.2. Services

8.MARKET INSIGHTS BY DEPLOYMENT

8.1. Public
8.2. Private
8.3. Hybrid

9.MARKET INSIGHTS BY ORGANIZATION SIZE

9.1. Large Enterprise
9.2. Small and Medium Enterprise

10.MARKET INSIGHTS BY END USER

10.1. Retail and Consumer Goods
10.2. Media and Entertainment
10.3. IT and Telecom
10.4. BFSI
10.5. Healthcare
10.6. Manufacturing
10.7. Travel and Hospitality
10.8. 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. Marginal Analysis
12.2. 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. Adobe
- 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. SAP SE
14.3. Salesforce, Inc.
14.4. Google
14.5. IBM
14.6. Amazon
14.7. Microsoft
14.8. The Nielsen Company (US), LLC.
14.9. Mediaocean
14.10. Wipro