Global Digital Advertisement Market : Current Analysis and Forecast (2020-2026): Emphasis on Platform (Desktop, Mobile); Programming Type (Programmatic Type, Non- Programmatic Type); by Ad Format (Search Advertising, Banner Advertising, Social Media Advertising, Video Advertising, Classified Advertising); Industry (Retail, Automotive, Financial Service, Telecom, CPG Industry, Tour & Travel, Other industry) and Region & Country
- UNI4065928
- 217 Pages
- August 2020
- Consumer Goods
Cost-efficient, better exposure, time efficiency, social currency and brand building are some of the major benefits digital marketing is composed of. However, with the coronavirus pandemic leading to a significant economic slowdown, it has also impacted the digital advertising demand. For instance, search ad spending in China declined between 7.0% and 12.4% in H1 2020. The pandemic has impacted various spheres of businesses. It has been observed that most of the business except for those engaged in essentials, many of them are at standstill and enterprises are also cutting back on costs. The virus has brought most scheduled digital marketing plans to a grinding halt or slowed them down. The impact is felt in digital marketing. For instance, 90% of businesses are reviewing budgets for marketing. Email open rates are up, and website visits are down. While retail sales are also expected to witness a fall post COVID era indicating that sellers must fight for a shrunken market presence. Despite the fact, digital marketing seems to be strong. It has been observed that over 2 million coronavirus related pages came into existence between 25th March and 6th April and 100, 000 pages are added each day. Prominent brands are also encouraging social distancing in their ads by emphasizing hygienic practices.
The pandemic has impacted various spheres of businesses. It has been observed that most of the business except for those engaged in essentials, many of them are at standstill and enterprises are also cutting back on costs. The virus has brought most scheduled digital marketing plans to a grinding halt or slowed them down. The impact is felt in digital marketing. For instance, 90% of businesses are reviewing budgets for marketing. Email open rates are up, and website visits are down. While retail sales are also expected to witness a fall post COVID era indicating that sellers must fight for their shrunken market presence. Despite the fact, digital marketing seems to be strong. It has been observed that over 2 million coronavirus related pages came into existence between 25th March and 6th April and 100, 000 pages are added each day. Prominent brands are also encouraging social distancing in their ads by emphasizing hygienic practices.
Insights Presented in the Report
“Amongst Ad format, Search Advertising is expected to dominate the global digital advertisement market”
Based on ad- format, the digital advertising market is classified into Search Advertising, banner advertising, social media advertising, media advertising, video advertising and classifieds. It has been observed owing to ease of use, low budget way to reach the right audience has driven the preference for search advertising form of digital advertising. It held a 42.8% market share in 2020.
“Amongst Programming type, Programmatic advertising constitute to be the prominent type of digital advertising”
Based on programming type, the digital advertising market is bifurcated into programmatic and non-programmatic type. It has been observed that programmatic advertising held maximum share owing to greater transparency, ability to tackle ad frauds effectively and enhanced targeting capabilities. The market is anticipated to reach US$ 502.8 Billion by 2026.
“Amongst Platform, Mobiles are anticipated to hold the maximum share digital advertising market during the analyzed period”
Based on the platform, the market is classified into desktop and mobile applications. In 2020, the mobile advertising market was valued at US$ 183 Billion. Increasing smartphone penetration, the launch of various user-friendly online shopping apps and booming internet scope has contributed towards the rising share of mobile phones during the period.
“Amongst Industry Verticals, Retail sector is expected to hold maximum share in the digital advertising market during the forecast period”
Based on industry verticals, the market is classified into retail, automotive, financial services, telecom, Consumer Goods, Travel, and others. The omnichannel approach adopted by the retail sector in digital marketing as it helps to map the customer’s journey and results in inconsistency in every turn along with widespread applications of customer service chatbots being embraced by retailers has led to the prominence of the sector.
“Amongst Countries, the United States holds the maximum share in digital advertising
For a better understanding of the digital advertising demand trend, a detailed analysis was conducted for the major regions such as North America, Europe, Asia Pacific, and the Rest of the World. North America occupied the maximum share in the digital advertising market in 2019. With the United States witnessing the marked shift in dynamics over the last decade due to surge in digital advertising accredited to significant growth in mobile internet advertising along with digital ad spending in the country exceeding US$ 100 billion in 2018 has catalyzed the regional performance in the respective market.
Top 10 Competitive Players
Some of the major players operating in the market include Alibaba, Amazon, Facebook Inc, Alphabet, Microsoft Corporation, Sina, Nokia Corporation, Tencent, Twitter and Apple Inc
Reasons to buy this report:
• The study includes current and demand forecast of digital advertising trend
• The report presents a quick review of overall industry performance at one glance
• The report covers in-depth analysis of prominent industry peers with a primary focus on key business financials, product portfolio, expansion strategies, and recent developments
• Detailed examination of drivers, restraints, key trends, and opportunities prevailing in the industry
• The study comprehensively covers the hand sanitizer demand and stakeholders’ approach in limiting its gap
• Deep dive regional level analysis of digital advertising trend
Customization Options:
The global Digital Advertisement marketing Market can further be customized as per the requirements. Besides this, UMI understands that you may have your own business needs, hence feel free to connect with us to get a report that completely suits your requirements.
1.1 Market Definition 18
1.2 Objective of the Study 18
1.3 Limitation 18
1.4 Stakeholders 19
1.5 Currency used in the Report 19
1.6 Scope of the Global Digital Advertisement Market Study 19
2. RESEARCH METHODOLOGY OR ASSUMPTION 20
2.1 Research Methodology for the Global Digital Advertisement Market Study 20
2.1.1 Main objective of the Global Digital Advertisement Market Study 21
3. INDUSTRY PERFORMANCE 22
4. EXECUTIVE SUMMARY 24
5. LEGAL FRAMEWORK IN DIGITAL ADVERTISEMENT ARENA 26
5.1 General Overview 26
5.1.1 Digital Advertising Regulations in the United States 26
5.1.1.1 General Offers and Claims –Products& Services 26
5.1.1.2 Protecting Consumers Privacy Online 27
5.1.1.3 Made in United States Products 28
5.1.1.4 Non- Compliance 28
5.1.1.5 Laws Enforced by the Federal Trade Commission 28
5.1.1.6 New digital advertising regulations require operational changes 29
5.1.2 Digital Advertising Regulations in Europe 29
5.1.2.1 Amendments in the Proposal of 26 July 30
5.1.2.2 Key Topics: Current Status in the Council’s draft e-Privacy Regulation 30
5.1.2.2.1 Anti-spam: Rules for Digital Marketing 30
5.1.2.2.2 Cookies and similar files/tags 31
5.1.2.2.3 Secrecy of electronic communications 31
5.1.2.3 Digital Privacy in Europe 31
5.1.3 Digital Advertising Regulations in the Asia Pacific 32
5.1.3.1 Self-regulatory Codes 32
5.1.3.2 Codes of Advertising Practices 33
6. MARKET OVERVIEW 35
6.1 Introduction 35
6.2 Market Dynamics 37
6.2.1 Market Trend & Drivers 37
6.2.1.1 The upsurge in Robotics & Artificial Intelligence 37
6.2.1.2 A rise in Smartphone Penetration 38
6.2.1.3 Evolving Digital Marketing 40
6.2.2 Market Challenges 40
6.2.2.1 Security & Privacy Concerns 40
6.2.3 Market Opportunities 41
6.2.3.1 Surging Job Opportunities in Digital Marketing 41
6.2.4 Trends Emerging in Digital Advertising Arena Amid COVID-19 42
6.2.4.1 COVID-19 is dominating New Searches 42
6.2.4.2 Google is Banning Bad Advertisements 42
6.2.4.3 Facebook is Banning Advertisements that promote a COVID-19 cure 42
6.2.4.4 Facebook’s Advertising Revenue is Taking a Huge Hit 42
6.2.4.5 Amazon is Reducing its Google Advertisements Spend 43
6.2.4.6 Mobile Search Traffic Decreased by About 25% in March 43
6.2.4.7 Cross Network Opportunities Are Growing 43
6.2.4.8 Advertising Revenues are Shifted from Events to Digital 43
7. DEMAND AND SUPPLY SIDE ANALYSIS 44
7.1 Demand Side Analysis 44
7.1.1 Key Facts on Online Advertising Landscape 45
7.1.2 Key Facts on Mobile Advertising 45
7.1.3 Key Facts on Search Engine Marketing 46
7.1.4 Key Facts on Email Marketing 47
7.2 Supply Side Analysis 48
7.2.1 Top Partnerships 48
7.2.2 Top Mergers & Acquisitions 50
7.2.3 Top Product Launches 50
8. DIGITAL ADVERTISING VALUE CHAIN 53
8.1 General Overview 53
8.2 Value Chain Analysis 53
9. MARKET INSIGHTS BY PLATFORM 56
9.1 General Overview 56
9.1.1 Desktop 57
9.1.2 Mobile 58
10. MARKET INSIGHTS BY PROGRAMMING TYPE 61
10.1 General Overview 61
10.1.1 Programmatic Type 62
10.1.2 Non- Programmatic Type 63
11. MARKET INSIGHTS BY AD-FORMAT 65
11.1 General Overview 65
11.1.1 Search Advertising 66
11.1.2 Banner Advertising 67
11.1.3 Social Media Advertising 68
11.1.4 Video Advertising 69
11.1.5 Classified Advertising 71
12. MARKET INSIGHTS BY INDUSTRY VERTICAL 73
12.1 General Overview 73
12.1.1 Retail 74
12.1.2 Automotive 76
12.1.3 Financial Services 78
12.1.4 Telecom 79
12.1.5 CPG Industry 81
12.1.6 Travel 83
12.1.7 Other Industry 84
13. MARKET INSIGHTS BY REGION 86
13.1 General Overview 86
13.1.1 North America Digital Advertising Market 87
13.1.1.1 US Digital Advertising Market 90
13.1.1.2 Canada Digital Advertising Market 93
13.1.1.3 Rest of North America Digital Advertisement Market 96
13.1.2 Europe Digital Advertising Market 98
13.1.2.1 UK Digital Advertisement Market 101
13.1.2.2 Germany Digital Advertisement Market 103
13.1.2.3 France Digital Advertisement Market 106
13.1.2.4 Italy Digital Advertisement Market 110
13.1.2.5 Spain Digital Advertisement Market 113
13.1.2.6 Rest of Europe Digital Advertisement Market 117
13.1.3 Asia Pacific Digital Advertising Market 119
13.1.3.1 China Digital Advertising Market 122
13.1.3.2 Japan Digital Advertising Market 126
13.1.3.3 India Digital Advertisement Market 129
13.1.3.4 South Korea Digital Advertising Market 133
13.1.3.5 Australia Digital Advertising Market 136
13.1.3.6 Rest of Asia Pacific Digital Advertising Market 139
13.1.4 Rest of World Digital Advertising Market 141
13.1.4.1 Brazil Digital Advertising Market 144
13.1.4.2 South Africa Digital Advertising Market 146
13.1.4.3 Other Countries Digital Advertising Market 149
14. COMPETITIVE SCENARIO 152
14.1 Competitive Landscape 152
14.1.1 Market Share of Key Players in Digital Advertisement Market, 2019 152
15. TOP COMPANY PROFILES 154
15.1 Alibaba 154
15.1.1 Key Facts 154
15.1.2 Business Description 154
15.1.3 Key Product/Services Offerings 155
15.1.4 Growth Strategy 155
15.1.5 SWOT Analysis 156
15.1.6 Key Financials 157
15.1.6.1 Revenue Split 158
15.1.6.2 Financial Overview of Alibaba 158
15.1.7 Recent developments 158
15.1.7.1 Merger and Acquisitions 158
15.2 Alphabet 160
15.2.1 Key Facts 160
15.2.2 Business Description 160
15.2.3 Key Product/Services Offerings 161
15.2.3.1 Brand Portfolio of Alphabet 161
15.2.4 Growth Strategy 161
15.2.5 SWOT Analysis 162
15.2.6 Key Financials 163
15.2.6.1 Revenue Split 164
15.2.6.2 Financial Overview of Alphabet 164
15.2.7 Recent developments 164
15.2.7.1 Product Launch 164
15.3 Amazon Inc 166
15.3.1 Key Facts 166
15.3.2 Business Description 166
15.3.3 Key Product/Services Offerings 167
15.3.4 Growth Strategy 167
15.3.4.1 Overview of Amazon Inc 168
15.3.5 SWOT Analysis 168
15.3.6 Key Financials 169
15.3.6.1 Revenue Split 170
15.3.6.2 Financial Overview of Amazon 170
15.3.7 Recent developments 170
15.3.7.1 Product Launch 170
15.3.7.2 Partnership 171
15.4 Apple Inc 172
15.4.1 Key Facts 172
15.4.2 Business Description 172
15.4.3 Key Product/Services Offerings 173
15.4.3.1 Apple Product Ecosystem 173
15.4.4 Growth Strategy 174
15.4.5 SWOT Analysis 174
15.4.6 Key Financials 175
15.4.6.1 Revenue Split 176
15.4.6.2 Financial Overview of Apple Inc 176
15.4.7 Recent developments 176
15.4.7.1 Product Launch 176
15.5 Microsoft Corporation 177
15.5.1 Key Facts 177
15.5.2 Business Description 177
15.5.3 Key Product/Services Offerings 178
15.5.4 Growth Strategy 178
15.5.4.1 Overview of Microsoft Corporation 179
15.5.5 SWOT Analysis 179
15.5.6 Key Financials 180
15.5.6.1 Revenue Split 181
15.5.6.2 Financial Overview of Microsoft Corporation 181
15.5.7 Recent developments 181
15.5.7.1 Product Launch 181
15.5.7.2 Partnership 182
15.5.7.3 Merger& Acquisitions 182
15.6 Nokia 183
15.6.1 Key Facts 183
15.6.2 Business Description 183
15.6.3 Key Product/Services Offerings 184
15.6.4 Growth Strategy 184
15.6.5 SWOT Analysis 185
15.6.6 Key Financials 186
15.6.6.1 Revenue Split 187
15.6.6.2 Financial Overview of Nokia 187
15.6.7 Recent developments 187
15.6.7.1 Product Launch 187
15.7 Twitter 188
15.7.1 Key Facts 188
15.7.2 Business Description 188
15.7.3 Key Product/Services Offerings 189
15.7.3.1 Overview of Twitter 189
15.7.4 Growth Strategy 189
15.7.5 SWOT Analysis 190
15.7.6 Key Financials 191
15.7.6.1 Revenue Split 192
15.7.6.2 Financial Overview of Twitter 192
15.7.7 Recent developments 192
15.7.7.1 Partnership 192
15.7.7.2 Merger& Acquisition 193
15.8 Tencent Holdings Ltd 194
15.8.1 Key Facts 194
15.8.2 Business Description 194
15.8.3 Key Product/Services Offerings 195
15.8.3.1 Service Portfolio, Tencent Holdings Ltd 195
15.8.4 Growth Strategy 196
15.8.5 SWOT Analysis 196
15.8.6 Key Financials 197
15.8.6.1 Revenue Split 198
15.8.6.2 Financial Overview of Tencent Holdings Ltd 198
15.8.7 Recent developments 198
15.8.7.1 Product Launches 198
15.8.7.2 Partnership 199
15.9 Sina Corporation 200
15.9.1 Key Facts 200
15.9.2 Business Description 200
15.9.3 Key Product/Services Offerings 201
15.9.3.1 Sina Corporation, Platforms 201
15.9.4 Growth Strategy 202
15.9.5 SWOT Analysis 202
15.9.6 Key Financials 203
15.9.6.1 Revenue Split 204
15.9.6.2 Financial Overview of Sina Corporation 204
15.10 Facebook Inc 205
15.10.1 Key Facts 205
15.10.2 Business Description 205
15.10.3 Key Product/Services Offerings 206
15.10.3.1 Milestones Achieved by Facebook Inc 207
15.10.4 Growth Strategy 207
15.10.5 Brand Overview of Facebook Inc 208
15.10.6 SWOT Analysis 208
15.10.7 Key Financials 209
15.10.7.1 Revenue Split 210
15.10.7.2 Financial Overview of Facebook Inc 210
15.10.8 Recent developments 210
15.10.8.1 Product Launch 210
15.10.8.2 Partnership 211
15.10.8.3 Business Expansion and Investments 211
15.10.8.4 Merger& Acquisition 212
TABLE 2 Top Mergers& Acquisitions 49
TABLE 3 Top Product Launches 49
TABLE 4 Alibaba Key Facts 153
TABLE 5 Alibaba Growth Strategy 154
TABLE 6 Alibaba Merger and Acquisitions 157
TABLE 7 Alphabet Key Facts 159
TABLE 8 Products segmentation of Alphabet 160
TABLE 9 Alphabet Growth Strategy 160
TABLE 10 Alphabet Product Launch 163
TABLE 11 Amazon Inc Key Facts 165
TABLE 12 Product segmentation of Amazon.com Inc 166
TABLE 13 Amazon Growth Strategy 166
TABLE 14 Amazon Product Launch 169
TABLE 15 Amazon Partnership 170
TABLE 16 Apple Inc Key Facts 171
TABLE 17 Product segmentation of Apple Inc 172
TABLE 18 Apple Inc Product Launch 175
TABLE 19 Microsoft Corporation Key Facts 176
TABLE 20 Product segmentation of Microsoft Corporation 177
TABLE 21 Microsoft Corporation Growth Strategy 177
TABLE 22 Microsoft Corporation Product Launch 180
TABLE 23 Microsoft Corporation Partnership 181
TABLE 24 Microsoft Corporation Merger & Acquisitions 181
TABLE 25 Nokia Key Facts 182
TABLE 26 Product segmentation of Nokia 183
TABLE 27 Nokia Product Launch 186
TABLE 28 Twitter Key Facts 187
TABLE 29 Product segmentation of Twitter 188
TABLE 30 Twitter Growth Strategy 188
TABLE 31 Twitter Partnership 191
TABLE 32 Twitter Merger& Acquisitions 192
TABLE 33 Tencet Holdings Ltd Key Facts 193
TABLE 34 Product segmentation of Tencent Holdings Ltd 194
TABLE 35 Tencent Holdings Ltd Growth Strategy 195
TABLE 36 Tencent Product Launches 197
TABLE 37 Tencent Partnership 198
TABLE 38 Sina Corporation Key Facts 199
TABLE 39 Product segmentation of Sina Corporation 200
TABLE 40 Sina Corporation Growth Strategy 201
TABLE 41 Facebook Inc Key Facts 204
TABLE 42 Product segmentation of Facebook Inc 205
TABLE 43 Facebook Inc Growth Strategy 206
TABLE 44 Facebook Product Launch 209
TABLE 45 Facebook Partnership 210
TABLE 46 Facebook Business Expansion & Investments 210
TABLE 47 Twitter Merger& Acquisitions 211
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