시장보고서
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1091876

광고 시장 : 세계 산업 동향, 점유율, 규모, 성장률, 기회, 예측(2022-2027년)

Global Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027

발행일: | 리서치사: IMARC Services Private Limited | 페이지 정보: 영문 109 Pages | 배송안내 : 2-3일 (영업일 기준)

※ 본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문 목차를 참고해주시기 바랍니다.

세계의 광고 시장 규모는 2021년에 5,903억 달러를 기록했으며, 2022-2027년 CAGR 5.2%를 보이고 2027년까지 7,927억 달러에 달할 것으로 예측되고 있습니다.

모바일 광고의 급격한 성장 및 대형 광고 대리점에 의한 디지털 광고에 대한 투자가 시장에 낙관적 전망을 생성하고 있습니다.

세계의 광고 시장에 대해 조사분석했으며, 시장 개요, 부문별·지역별 시장 분석, 경쟁 구도, 기업 개요 등의 정보를 정리하여 전해드립니다.

목차

제1장 서문

제2장 범위와 조사 방법

제3장 개요

제4장 세계의 광고 시장 : 서론

  • 현재 및 과거 시장 동향
  • COVID-19의 영향
  • 다양한 부문의 실적
  • 다양한 지역의 실적
  • 주요 기업과 시장 점유율

제5장 세계의 광고 시장 : 업계 실적

  • TV 광고
    • 현재 및 과거 시장 동향
    • 다양한 부문의 실적
    • 다양한 지역의 실적
    • 주요 산업의 기여
  • 인쇄 광고
    • 현재 및 과거 시장 동향
    • 신문 광고
    • 잡지 광고
    • 주요 산업의 기여
  • 라디오 광고
    • 현재 및 과거의 동향
    • 지역별 실적
    • 주요 산업의 기여
  • 옥외 광고
    • 현재 및 과거의 동향
    • 지역별 실적
    • 다양한 부문의 실적
    • 주요 산업의 기여
  • 인터넷 광고
    • 현재 및 과거의 동향
    • 다양한 지역의 실적
    • 검색 광고
    • 디스플레이 광고
    • 구인 광고
    • 비디오 광고
    • 주요 산업의 기여
    • 가장 많이 방문된 웹사이트
  • 모바일 광고
    • 현재 및 과거의 동향
    • 다양한 지역의 실적
    • 주요 산업의 기여
  • 시네마 광고
    • 현재 및 과거의 동향
    • 다양한 지역의 실적
    • 주요 산업의 기여

제6장 세계의 광고 시장 : SWOT 업계 분석

  • 개요
  • 강점
  • 약점
  • 시장 기회
  • 위협

제7장 세계의 광고 시장 : 밸류체인 분석

  • 조사
  • 컨텐츠 개발
  • 광고 대리점
  • 광고 미디어
  • 관객

제8장 세계의 광고 시장 : Porter의 산업 분석

  • 개요
  • 구매자의 교섭력
  • 공급 기업의 교섭력
  • 경쟁의 정도
  • 신규 진출업체의 위협
  • 대체품의 위협

제9장 세계의 광고 시장 : 주요 기업

  • WPP Group PLC
  • Omnicom Group Inc.
  • Publicis Groupe
  • The Interpublic Group of Compnies, Inc.
  • Dentsu Inc.
KSA 22.07.22

The global advertising market reached a value of US$ 590.3 Billion in 2021. Looking forward, IMARC Group expects the market to reach US$ 792.7 Billion by 2027, exhibiting a CAGR of 5.2% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic on different end use industries. These insights are included in the report as a major market contributor.

Advertising refers to a means of communication through which various brands inform about their product or service as well as influence the consumer buying behavior. It further aids consumers in learning about upcoming events and discovering new products or services. With time, the advertisers have realized the potential of mobile devices as a medium of reaching an individual or mass audience virtually from anywhere and at any time. As a result, the advertising industry has evolved from traditional media platforms to online and digital advertising.

There is a continual increase in the expenditure on media and entertainment across the globe. This essentially indicates to the steadily rising consumer expenditure capacity for acquiring internet access, subscribing to newspapers and magazines, and television and radio, along with video gaming and regular visits to movie theaters. Advertising brands and companies, on the other hand, have never failed to attract consumers' attention and have continuously increased their investments on advertising as it is essential for a company's survival. Apart from this, mobile advertising has witnessed exponential growth over the past few years as it has emerged as a cost-effective, convenient, and highly targeted way of communication for specific groups of mobile users. Moreover, several leading advertising agencies are nowadays significantly investing in digital advertising, which is creating a positive outlook for the market.

Breakup by Type:

  • Television
  • Print (Newspaper and Magazine)
  • Radio
  • Outdoor
  • Internet (Search, Display, Classified, Video)
  • Mobile
  • Cinema

Television advertising currently dominates the market, holding the majority of the overall market share. This can be attributed to the prevalence of televisions, which has made them one of the preferred modes of advertisement.

Breakup by Region:

  • At present, North America holds the largest market share.

Competitive Landscape:

The competitive landscape of the market has also been characterized by the presence of numerous small and large manufacturers who compete in terms of prices and quality. Some of the leading players operating in the market are:

  • WPP Group PLC
  • Omnicom Group Inc.
  • Publicis Groupe
  • The Interpublic Group of Companies, Inc.
  • Dentsu Inc.

Key Questions Answered in This Report:

  • How has the global advertising market performed so far, and how will it perform in the coming years?
  • Which are the popular types of advertisements in the market?
  • What has been the impact of COVID-19 on the global advertising market?
  • What are the various stages in the value chain of the global advertising market?
  • What are the key driving factors and challenges in the global advertising market?
  • What is the structure of the global advertising market and who are the key players?
  • What is the degree of competition in the global advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction to the Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Impact of COVID-19
  • 4.3 Performance of Various Segments
  • 4.4 Performance of Various Regions
  • 4.5 Key Players and their Market Shares
  • 4.6 Market Forecast

5 Global Advertising Market: Industry Performance

  • 5.1 Global Television Advertising Market
    • 5.1.1 Current and Historical Market Trends
    • 5.1.2 Performance of Various Segments
    • 5.1.3 Performance of Various Regions
    • 5.1.4 Contribution of Major Industries
    • 5.1.5 Market Forecast
  • 5.2 Global Print Advertising Market
    • 5.2.1 Current and Historical Market Trends
    • 5.2.2 Newspaper Advertising Market
      • 5.2.2.1 Current and Historical Market Trends
      • 5.2.2.2 Major Newspapers: Performance by Readership
      • 5.2.2.3 Market Forecast
    • 5.2.3 Magazine Advertising
      • 5.2.3.1 Current and Historical Market Trends
      • 5.2.3.2 Major Magazines: Performance by Readership
      • 5.2.3.3 Market Forecast
    • 5.2.4 Contribution of Major Industries
    • 5.2.5 Market Forecast
  • 5.3 Global Radio Advertising Market
    • 5.3.1 Current and Historical Trends
    • 5.3.2 Global Radio Advertising Market: Performance by Region
    • 5.3.3 Contribution of Major Industries
    • 5.3.4 Market Forecast
  • 5.4 Global Outdoor Advertising Market
    • 5.4.1 Current and Historical Trends
    • 5.4.2 Performance by Region
    • 5.4.3 Performance of Various Segments
    • 5.4.4 Contribution of Major Industries
    • 5.4.5 Market Forecast
  • 5.5 Global Internet Advertising Market
    • 5.5.1 Current and Historical Trends
    • 5.5.2 Performance of Various Regions
    • 5.5.3 Search Advertising Market
      • 5.5.3.1 Current and Historical Trends
      • 5.5.3.2 Market Forecast
    • 5.5.4 Display Advertising Market
      • 5.5.4.1 Current and Historical Trends
      • 5.5.4.2 Market Forecast
    • 5.5.5 Classified Advertising Market
      • 5.5.5.1 Current and Historical Trends
      • 5.5.5.2 Market Forecast
    • 5.5.6 Video Advertising Market
      • 5.5.6.1 Current and Historical Trends
      • 5.5.6.2 Market Forecast
    • 5.5.7 Contribution of Major Industries
    • 5.5.8 Most Visited Websites
    • 5.5.9 Market Forecast
  • 5.6 Global Mobile Advertising Market
    • 5.6.1 Current and Historical Trends
    • 5.6.2 Performance of Various Regions
    • 5.6.3 Contribution of Major Industries
    • 5.6.4 Market Forecast
  • 5.7 Global Cinema Advertising Market
    • 5.7.1 Current and Historical Trends
    • 5.7.2 Performance of Various Regions
    • 5.7.3 Contribution of Major Industries
    • 5.7.4 Market Forecast

6 Global Advertising Market: SWOT Industry Analysis

  • 6.1 Overview
  • 6.2 Strengths
  • 6.3 Weaknesses
  • 6.4 Opportunities
  • 6.5 Threats

7 Global Advertising Market: Value Chain Analysis

  • 7.1 Research
  • 7.2 Content Development
  • 7.3 Advertising Agency
  • 7.4 Advertising Media
  • 7.5 Audience

8 Global Advertising Market: Porter's Five Forces Analysis

  • 8.1 Overview
  • 8.2 Bargaining Power of Buyers
  • 8.3 Bargaining Power of Suppliers
  • 8.4 Degree of Competition
  • 8.5 Threat of New Entrants
  • 8.6 Threat of Substitutes

9 Global Advertising Market: Top Players

  • 9.1 WPP Group PLC
  • 9.2 Omnicom Group Inc.
  • 9.3 Publicis Groupe
  • 9.4 The Interpublic Group of Companies, Inc.
  • 9.5 Dentsu Inc.
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