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
Digital Advertising has become one of the fastest e-commerce solutions available worldwide. Increasing smartphone penetration, the growing influence of social media and the surging scope of artificial intelligence and robotics has considerably driven the demand for such time of marketing in the new era. Digital marketing is primarily an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet that may include mobile phones, display advertising, and any other digital medium. The digital marketing industry has introduced various digital marketing channels which helps marketers target the right audience and attract them towards the product or service being marketed. Digital marketing has necessitated the need for a brand to create a solid online presence. Since the Internet allows for near-instantaneous feedback and data gathering, digital marketers nowadays constantly focus on optimizing and improving their online marketing efforts by adopting various platforms ranging from email marketing, search engine marketing, affiliate marketing, influencer marketing, social media marketing, PPC and online advertising.
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.
Digital Advertisement Spending Worldwide, 2018-2023
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
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1. Market Introduction
2. Research Methodology Or Assumption
3. Industry Performance
4. Executive Summary
5. Legal Framework In Digital Advertisement Arena
6. Market Overview
7. Demand And Supply Side Analysis
8. Digital Advertising Value Chain
9. Market Insights By Platform
10. Market Insights By Programming Type
11. 11 Market Insights By Ad-format
12. 12 Market Insights By Industry Vertical
13. Market Insights By Region
14. Competitive Scenario
15. Top Company Profiles
Analyzing historical availability, estimation of the current and forecasting the future demand for digital advertising across the world have been performed in the three major steps undertaken to create and analyze the availability and demand of digital advertising. Exhaustive secondary research was conducted to collect the historical numbers and estimate the current demand. Secondly, to validate these insights, numerous findings and assumptions were taken into consideration. Moreover, exhaustive primary interviews were also conducted, with industry experts across the value chain of the media& entertainment sector. Post assumption and validation of the numbers through primary interviews, we employed a bottom-up approach to forecast the complete demand size of digital advertising. Detailed methodology is explained below:
Analysis of Historical Market Size
Step 1: In-Depth Study of Secondary Sources:
Detail secondary study was conducted to obtain the availability of digital advertising across the major regions through various sources such as government statements, press releases, journals, news & articles, government publications, competitor publications, research surveys, third-party databases and other credible publications. For economic data collection, sources such as Trading Economics, Trade Map, World Bank, IMF, and FAO were used.
Step 2: Countries Segmentation:
Segmentation of countries has been done based on the penetration of digital advertising scope and internet connectivity in a particular country. Further, obtaining the information, we conducted a detailed secondary analysis to gather the information on connectivity penetration, adoption of smartphones, and the scope of artificial intelligence.
Step 3: Factor Analysis:
After acquiring the information on the influence of digital advertising on the consumer buying decision, we conducted a detailed factor analysis to estimate the current scope of digital advertising across the region. Further, we conducted, Factor analysis using dependent and independent variables such as the growing influence of social media, increasing demand for artificial intelligence, surging in smartphone penetration, acceleration of high disposable income and rising level of awareness among the consumers around the world. A thorough analysis was conducted for demand and supply-side scenarios considering top partnerships, merger and acquisition, business expansion, product launches and analyzing the list of start-ups in the media and entertainment industry across the globe.
Current Market Size Estimate & Forecast
Current Demand Sizing: Based on actionable insights from the above steps, we arrived at the penetration of digital advertising in the major regions across the world, key players in the digital advertising market and market shares of these players. All the required percentage shares split was determined using the above-mentioned secondary approach and were verified through primary interviews.
Estimation & Forecasting: For demand estimation and forecast, weights were assigned to different factors including drivers & trends, restraints, and opportunities available for the stakeholders. After analyzing these factors, relevant forecasting techniques i.e. Bottom-up approach were applied to arrive at the demand estimation forecast about 2026 for digital advertising across the world. The research methodology adopted to estimate the market size encompasses:
Market Size and Share Validation
Primary Research: In-depth interviews were conducted with the Key Opinion Leaders (KOLs) including Top Level Executives (CXO/VPs, Sales Head, Marketing Head, Operational Head, and Countries Head, Country Head, etc.) across major countries. Primary research findings were then summarized, and statistical analysis was performed to prove the stated hypothesis. Inputs from primary research were consolidated with secondary findings, hence turning information into actionable insights.
Split of Primary Participants in Different Countries
Market Engineering
Data triangulation technique was employed to complete the overall demand estimation and to arrive at precise statistical numbers for each studied country.
Main objective of the Digital Advertising Demand Market Study
The current & future Digital Advertising demand trends were pinpointed in the study. Investors can gain strategic insights to base their discretion for investments from the qualitative and quantitative analysis performed in the study. Current and future demand trends were determined the overall attractiveness of the market at a country al level, providing a platform for the industrial participant to exploit the untapped market to benefit as a first-mover advantage. Other quantitative goals of the studies include:
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