세계의 광고 시장 : 광고 유형별, 광고 목적별, 광고 포맷별, 사용 디바이스별, 산업별 - 예측(2025-2030년)

The Advertising Market was valued at USD 641.93 billion in 2023, expected to reach USD 681.33 billion in 2024, and is projected to grow at a CAGR of 6.81%, to USD 1,018.13 billion by 2030.

As a Market Research Analyst at 360iResearch within the advertising sector, the scope encompasses a comprehensive evaluation of marketing trends, consumer behavior, advertising platforms, and emerging technologies. This involves defining key parameters such as segmentation, competitive landscape, and market dynamics. The necessity of this role lies in providing actionable insights to optimize marketing strategies and drive growth. Applications include digital marketing optimization, campaign performance analysis, consumer engagement strategies, and market entry tactics. The end-use scope extends to businesses seeking to enhance brand visibility, consumer reach, and ROI through data-driven decisions. Key growth factors influencing the advertising market include the proliferation of digital platforms, increasing mobile internet penetration, and innovative ad formats such as interactive and AR advertising. Opportunities lie in exploiting emerging markets with growing internet users, leveraging AI and machine learning for personalized marketing, and capitalizing on the rise of influencer marketing. To harness these opportunities, it is recommended to invest in advanced analytics tools and partnerships with tech firms for cutting-edge solutions. However, challenges such as data privacy concerns, ad fraud, and saturation in digital space pose significant limitations. Addressing these through stringent compliance, robust ad verification measures, and creative content strategies is crucial. Innovations could include developing AI-driven predictive analytics for real-time campaign adjustments, exploring blockchain for transparency in ad transactions, and enhancing consumer interaction through VR and AR experiences. Research avenues may focus on the efficacy of multi-channel marketing, understanding evolving consumer preferences, and improving the ad content lifecycle. The market is characterized by rapid technological advancements, necessitating businesses to remain agile and adaptive. Overall, aligning with contemporary trends such as sustainability and personalized consumer experiences could be a defining strategy for ensuring sustained growth and resilience in the dynamic advertising industry.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving Advertising Market

The Advertising Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Increasing digital transformation efforts across various applications and strategies in the advertising sector
  • Rising investment in artificial intelligence and machine learning for targeted advertisements
  • Growing demand for programmatic advertising and real-time bidding processes
  • Proliferation of social media platforms enhancing direct consumer engagement and brand visibility
• Market Restraints
  • Ad-blocking technologies diminishing revenue potential and limiting audience reach
  • Intense competition leading to higher advertising costs and reduced ROI
• Market Opportunities
  • Growing trend of influencer partnerships and collaborations in digital advertising campaigns
  • Utilization of artificial intelligence and machine learning for targeted advertising strategies
  • Expansion of programmatic advertising and real-time bidding platforms for enhanced ad buying efficiency
• Market Challenges
  • Adapting to rapid technological changes and innovations in advertising platforms and tools
  • Navigating complex regulatory environments and data privacy laws impacting advertising strategies

Porter's Five Forces: A Strategic Tool for Navigating the Advertising Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the Advertising Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the Advertising Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the Advertising Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the Advertising Market

A detailed market share analysis in the Advertising Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the Advertising Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the Advertising Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Strategy Analysis & Recommendation: Charting a Path to Success in the Advertising Market

A strategic analysis of the Advertising Market is essential for businesses looking to strengthen their global market presence. By reviewing key resources, capabilities, and performance indicators, business organizations can identify growth opportunities and work toward improvement. This approach helps businesses navigate challenges in the competitive landscape and ensures they are well-positioned to capitalize on newer opportunities and drive long-term success.

Key Company Profiles

The report delves into recent significant developments in the Advertising Market, highlighting leading vendors and their innovative profiles. These include Acxiom LLC, Adobe Inc., AdRoll, Inc., AppNexus Inc., Criteo S.A., Dentsu Inc., Epsilon Data Management, LLC, Facebook, Inc., Google LLC, Havas Group, InMobi Pte Ltd, MediaMath Inc., Omnicom Group Inc., Outbrain Inc., Publicis Groupe, Sizmek Inc., Taboola, Inc., The Interpublic Group of Companies, Inc., The Trade Desk, Inc., and WPP plc.

Market Segmentation & Coverage

This research report categorizes the Advertising Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on Advertising Type, market is studied across Digital Advertising and Traditional Advertising. The Digital Advertising is further studied across Display Advertising, Email Marketing, Mobile Advertising, Search Engine Advertising, and Social Media Advertising. The Traditional Advertising is further studied across Billboard Advertising, Direct Mail Advertising, Print Advertising, Radio Advertising, and Television Advertising.
• Based on Advertising Objective, market is studied across Brand Awareness, Customer Retention, Event Promotion, Lead Generation, and Product Launch.
• Based on Ad Format, market is studied across Banner Ads, Native Ads, Pop-up Ads, Sponsored Content, and Video Ads.
• Based on Device Used, market is studied across Connected TV, Desktop, Mobile, and Tablet.
• Based on Industry, market is studied across Automotive, Finance, Healthcare, Retail, and Technology. The Finance is further studied across Banking, Insurance, and Investment Services. The Healthcare is further studied across Healthcare Services, Medical Devices, and Pharmaceuticals. The Retail is further studied across Electronics, Fashion, and Food and Beverage. The Technology is further studied across Hardware, IT Services, and Software.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Increasing digital transformation efforts across various applications and strategies in the advertising sector
    • 5.1.1.2. Rising investment in artificial intelligence and machine learning for targeted advertisements
    • 5.1.1.3. Growing demand for programmatic advertising and real-time bidding processes
    • 5.1.1.4. Proliferation of social media platforms enhancing direct consumer engagement and brand visibility
  • 5.1.2. Restraints
    • 5.1.2.1. Ad-blocking technologies diminishing revenue potential and limiting audience reach
    • 5.1.2.2. Intense competition leading to higher advertising costs and reduced ROI
  • 5.1.3. Opportunities
    • 5.1.3.1. Growing trend of influencer partnerships and collaborations in digital advertising campaigns
    • 5.1.3.2. Utilization of artificial intelligence and machine learning for targeted advertising strategies
    • 5.1.3.3. Expansion of programmatic advertising and real-time bidding platforms for enhanced ad buying efficiency
  • 5.1.4. Challenges
    • 5.1.4.1. Adapting to rapid technological changes and innovations in advertising platforms and tools
    • 5.1.4.2. Navigating complex regulatory environments and data privacy laws impacting advertising strategies
• 5.2. Market Segmentation Analysis
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. Advertising Market, by Advertising Type

• 6.1. Introduction
• 6.2. Digital Advertising
  • 6.2.1. Display Advertising
  • 6.2.2. Email Marketing
  • 6.2.3. Mobile Advertising
  • 6.2.4. Search Engine Advertising
  • 6.2.5. Social Media Advertising
• 6.3. Traditional Advertising
  • 6.3.1. Billboard Advertising
  • 6.3.2. Direct Mail Advertising
  • 6.3.3. Print Advertising
  • 6.3.4. Radio Advertising
  • 6.3.5. Television Advertising

7. Advertising Market, by Advertising Objective

• 7.1. Introduction
• 7.2. Brand Awareness
• 7.3. Customer Retention
• 7.4. Event Promotion
• 7.5. Lead Generation
• 7.6. Product Launch

8. Advertising Market, by Ad Format

• 8.1. Introduction
• 8.2. Banner Ads
• 8.3. Native Ads
• 8.4. Pop-up Ads
• 8.5. Sponsored Content
• 8.6. Video Ads

9. Advertising Market, by Device Used

• 9.1. Introduction
• 9.2. Connected TV
• 9.3. Desktop
• 9.4. Mobile
• 9.5. Tablet

10. Advertising Market, by Industry

• 10.1. Introduction
• 10.2. Automotive
• 10.3. Finance
  • 10.3.1. Banking
  • 10.3.2. Insurance
  • 10.3.3. Investment Services
• 10.4. Healthcare
  • 10.4.1. Healthcare Services
  • 10.4.2. Medical Devices
  • 10.4.3. Pharmaceuticals
• 10.5. Retail
  • 10.5.1. Electronics
  • 10.5.2. Fashion
  • 10.5.3. Food and Beverage
• 10.6. Technology
  • 10.6.1. Hardware
  • 10.6.2. IT Services
  • 10.6.3. Software

11. Americas Advertising Market

• 11.1. Introduction
• 11.2. Argentina
• 11.3. Brazil
• 11.4. Canada
• 11.5. Mexico
• 11.6. United States

12. Asia-Pacific Advertising Market

• 12.1. Introduction
• 12.2. Australia
• 12.3. China
• 12.4. India
• 12.5. Indonesia
• 12.6. Japan
• 12.7. Malaysia
• 12.8. Philippines
• 12.9. Singapore
• 12.10. South Korea
• 12.11. Taiwan
• 12.12. Thailand
• 12.13. Vietnam

13. Europe, Middle East & Africa Advertising Market

• 13.1. Introduction
• 13.2. Denmark
• 13.3. Egypt
• 13.4. Finland
• 13.5. France
• 13.6. Germany
• 13.7. Israel
• 13.8. Italy
• 13.9. Netherlands
• 13.10. Nigeria
• 13.11. Norway
• 13.12. Poland
• 13.13. Qatar
• 13.14. Russia
• 13.15. Saudi Arabia
• 13.16. South Africa
• 13.17. Spain
• 13.18. Sweden
• 13.19. Switzerland
• 13.20. Turkey
• 13.21. United Arab Emirates
• 13.22. United Kingdom

14. Competitive Landscape

• 14.1. Market Share Analysis, 2023
• 14.2. FPNV Positioning Matrix, 2023
• 14.3. Competitive Scenario Analysis
• 14.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Acxiom LLC
• 2. Adobe Inc.
• 3. AdRoll, Inc.
• 4. AppNexus Inc.
• 5. Criteo S.A.
• 6. Dentsu Inc.
• 7. Epsilon Data Management, LLC
• 8. Facebook, Inc.
• 9. Google LLC
• 10. Havas Group
• 11. InMobi Pte Ltd
• 12. MediaMath Inc.
• 13. Omnicom Group Inc.
• 14. Outbrain Inc.
• 15. Publicis Groupe
• 16. Sizmek Inc.
• 17. Taboola, Inc.
• 18. The Interpublic Group of Companies, Inc.
• 19. The Trade Desk, Inc.
• 20. WPP plc