디지털 비디오 광고 시장 : 광고 유형, 비디오 컨텐츠 유형, 디바이스 유형, 광고 게재, 업계별 - 세계 예측(2025-2030년)

The Digital Video Advertising Market was valued at USD 117.49 billion in 2024 and is projected to grow to USD 126.08 billion in 2025, with a CAGR of 7.71%, reaching USD 183.48 billion by 2030.

Digital video advertising has emerged as a cornerstone of modern marketing, driving unparalleled engagement and fostering innovative brand-customer relationships. Over the past few years, we have witnessed a seismic shift in how brands leverage video platforms to capture attention and convert viewers into loyal customers. The evolution from traditional TV advertising to dynamic, data-driven digital video placements has revolutionized the industry.

In this rapidly shifting landscape, advertisers and media planners are rethinking their strategies to harness the power of interactive content and measurable outcomes. The increasing adoption of emerging technologies, deep personalization techniques, and immersive experiences have all contributed to a vibrant ecosystem that is as intractable as it is promising. With advancements in analytics and automation, brands are now empowered to create targeted campaigns that align with both consumer preferences and broader market trends.

This introductory section sets the stage by outlining the historical context and the ongoing digital transformation that continues to redefine the industry. As we delve deeper into the subsequent sections, our analysis will provide insights into the transformative shifts, segmentation nuances, regional disparities, and competitive dynamics shaping the digital video advertising realm today.

Transformative Shifts in Digital Video Advertising Landscape

The evolution of digital video advertising is marked by transformative shifts that are reshaping industry norms and elevating the standards of engagement. With rapid technological advancements, data analytics has become central to campaign design, allowing advertisers to predict consumer behaviors with impressive accuracy. A focus on automation and real-time bidding processes has enabled faster, more efficient placements, while advanced targeting techniques have ensured that content reaches precisely the right audience segments.

Emerging trends such as programmatic advertising, augmented reality integrations, and interactive video formats are setting new benchmarks for creativity and effectiveness. For instance, content that previously relied on passive viewership is now evolving into interactive narratives that invite active participation, blurring the lines between advertisements and entertainment. The infusion of artificial intelligence has further refined ad placements, optimized budgeting decisions and ushered in a new era of predictive analytics.

These changes reflect not only the industry's commitment to innovation but also the growing importance of measurable performance. Stakeholders are increasingly turning to data-driven insights to validate strategies, maximize return on investment and maintain competitive advantage. This period of transformation underscores the importance of being agile and adaptive, with traditional paradigms quickly giving way to a future defined by adaptability, technological leverage and immersive digital experiences.

Key Segmentation Insights in Advertising and Content Delivery

Deep insights into market segmentation reveal the nuanced layers that define digital video advertising's trajectory. Analysis across various dimensions uncovers critical patterns that inform strategic decisions. A breakdown based on advertising type shows that the market is dynamically studied across avenues such as display ads, interactive video ads, search ads and social ads. These different forms not only cater to varying audience behaviors but also serve distinct marketing objectives, thereby influencing investment priorities.

When viewed from the lens of video content type, the market embraces diversity through entertainment, informative and user-generated content, each yielding unique engagement metrics and audience retention profiles. Equally important is the segmentation based on device type, where consumer behaviors vary markedly between connected TVs, desktop devices and gaming consoles, complemented by mobile devices that further subdivide into smartphones and tablets. Desktop devices themselves are dissected into laptops and PCs, highlighting the importance of environment-specific engagement. Moreover, ad placement is a critical segmentation criterion, with mid-roll, post-roll and pre-roll formats offering varying degrees of audience attention and conversion potential. Lastly, industry verticals such as automotive, healthcare and retail-where retail is further studied across brick-and-mortar and e-commerce-reveal the strategic focus areas for advertisers. These layered segmentations illustrate that a one-size-fits-all model no longer applies, necessitating targeted strategies tailored to each unique segment.

Based on Advertising Type, market is studied across Display Ads, Interactive Video Ads, Search Ads, and Social Ads.

Based on Video Content Type, market is studied across Entertainment, Informative, and User-Generated.

Based on Device Type, market is studied across Connected TVs, Desktop Devices, Gaming Consoles, and Mobile Devices. The Desktop Devices is further studied across Laptops and PCs. The Mobile Devices is further studied across Smartphones and Tablets.

Based on Ad Placement, market is studied across Mid-Roll, Post-Roll, and Pre-Roll.

Based on Industry Verticals, market is studied across Automotive, Healthcare, and Retail. The Retail is further studied across Brick-And-Mortar and E-Commerce.

Regional Dynamics of Digital Video Advertising Markets

The digital video advertising market exhibits significant regional disparities that have a profound impact on strategic planning and implementation. In the Americas, robust digital infrastructure, high consumer engagement rates and a strong advertising ecosystem combine to create an environment where innovation flourishes. Market dynamics in this region are characterized by rapid adoption of interactive and personalized ad formats, which continue to drive growth while challenging conventional advertising tactics.

In the Europe, Middle East & Africa region, diverse regulatory landscapes and varying levels of economic maturity call for tailored approaches that respect local cultural preferences and compliance standards. Here, a balanced blend of traditional media influence and digital innovation supports an environment of steady, albeit cautiously progressive, growth. Meanwhile, the Asia-Pacific region stands out for its explosive growth potential driven by an expansive digital user base and a surge in mobile consumption. This region is witnessing a vibrant interplay of localized content, technology adoption and shifting consumer preferences that collectively redefine the competitive landscape.

Understanding these regional nuances is essential for global strategists aiming to harmonize diverse market approaches with local consumer behaviors. Each region presents unique challenges and opportunities, requiring marketers to be both adaptive and proactive in their strategy formulation and execution.

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.

Key Company Insights: Market Leaders and Innovative Players

A closer examination of the competitive landscape reveals an array of key players who are driving innovation and setting industry benchmarks. The market is home to technology giants and niche innovators alike, with established companies such as Adobe Inc. and Alphabet Inc. leveraging their deep analytical capabilities to optimize digital campaign strategies. Likewise, Amazon.com, Inc. and Amobee, Inc. are recognized for their pioneering approaches in blending commerce with interactive advertising, creating seamless digital experiences that resonate across diverse consumer demographics.

Other industry leaders such as Comcast Corporation and DEMO DUCK, INC. reflect the growing trend of integrating traditional media expertise with digital agility, while Digiligo and Facebook, Inc. provide insights into leveraging social connectivity for broad market reach. Collaborative efforts with FreeWheel Media, Inc. and Infillion showcase a commitment to harnessing data for predictive insights, and conglomerates like INTERPUBLIC GROUP OF COMPANIES push the boundaries of creative digital solutions. Companies such as LiveRamp Holdings, Inc., LYFE Marketing, and Magnite Inc. continue to refine programmatic ad buying and real-time data utilization to maximize impact.

Additionally, market participants such as PubMatic, Inc., Roku, Inc., and Samba TV, Inc. emphasize the importance of delivering cross-platform ad experiences. Simpli.fi Holdings, Inc., Sparkhouse LLC, Taboola, Inc., and The Trade Desk, Inc. further contribute to the ecosystem by pioneering purposeful ad placements; complemented by Tremor International Ltd., Verizon Media, and Viant Technology LLC, whose innovative outlook and technological foresight continue to disrupt traditional advertising paradigms.

The report delves into recent significant developments in the Digital Video Advertising Market, highlighting leading vendors and their innovative profiles. These include Adobe Inc., Alphabet Inc., Amazon.com, Inc., Amobee, Inc., Comcast Corporation, DEMO DUCK, INC., Digiligo, Facebook, Inc., FreeWheel Media, Inc., Infillion, INTERPUBLIC GROUP OF COMPANIES, LiveRamp Holdings, Inc., LYFE Marketing, Magnite Inc., PubMatic, Inc., Roku, Inc., Samba TV, Inc., Simpli.fi Holdings, Inc., Sparkhouse LLC, Taboola, Inc., The Trade Desk, Inc., Tremor International Ltd., Verizon Media, and Viant Technology LLC. Actionable Recommendations for Industry Leaders in Digital Advertising

A strategic approach is vital for industry leaders aiming to navigate the rapidly evolving digital video advertising landscape. Leaders must prioritize data integration, utilizing first- and third-party data to craft campaigns that are as personalized as they are efficient. Embracing advanced analytics and AI-driven tools can unearth critical insights from vast datasets, leading to more informed decisions and agile campaign adjustments.

It is imperative to invest in innovative technologies that bridge the gap between content creation and audience engagement. Streamlining creative processes through automation and leveraging predictive algorithms can optimize content delivery across all digital platforms. Furthermore, fostering collaboration between creative teams and data analysts can drive the development of campaigns that not only capture attention but also convert viewers into customers.

Industry leaders should also focus on dynamic segmentation strategies that align advertising efforts with consumer behavior patterns across varied media formats and devices. This entails an agile approach to platform-specific content, whether targeting connected TVs or mobile users, while ensuring that ad placements are optimized for viewer engagement. Strategic partnerships with tech innovators and media companies can further enhance campaign reach and effectiveness. Ultimately, a holistic strategy that integrates technology, creativity, and data analytics will empower brands to maintain a competitive edge in a continuously evolving digital environment.

Conclusion: Future Outlook and Strategic Considerations

The digital video advertising market stands at a pivotal crossroads, where rapid technological advancements and ever-evolving consumer behavior patterns demand a nuanced and forward-thinking approach. The industry has transformed from traditional, broadcast-focused advertising into a dynamic realm where data, creativity and technological agility converge to deliver highly personalized and effective marketing campaigns.

As detailed in the analysis, the market's intricate segmentation-encompassing various advertising types, content formats, devices, ad placements and industry verticals-underscores the need for a multi-layered strategy that can adapt to diverse consumer needs. Regional insights further emphasize that a one-size-fits-all approach is no longer viable; instead, tailored strategies that address local market dynamics are essential for success. Likewise, the competitive landscape is populated by a mix of stalwarts and innovators, each contributing to the overall dynamism of the market.

Looking ahead, industry players must continuously innovate, integrate emerging technologies and harness the power of deep data insights to stay ahead. The future of digital video advertising lies in flexibility, creativity and a relentless focus on user engagement, setting the stage for a market that is as challenging as it is promising.

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. Increased utilization of social media platforms for video content sharing and marketing
    • 5.1.1.2. Proliferation of over-the-top (OTT) platforms fueling demand for video advertisements
    • 5.1.1.3. Expansion of high-speed internet infrastructure enhancing video streaming and advertising
  • 5.1.2. Restraints
    • 5.1.2.1. Ad blocker proliferation reducing the effectiveness and reach of digital video advertisements
  • 5.1.3. Opportunities
    • 5.1.3.1. Incorporating interactive and shoppable video formats to boost viewer engagement and conversion rates
    • 5.1.3.2. Development of shoppable video ads enabling direct purchase options within advertising content
  • 5.1.4. Challenges
    • 5.1.4.1. Balancing data privacy concerns with targeted advertising effectiveness and personalization
• 5.2. Market Segmentation Analysis
  • 5.2.1. Advertising Type: Increasing preference for display ads due to their scalability easy integration into content-driven platforms
  • 5.2.2. Industry Verticals: Expanding adoption of digital video advertising in the automotive sector
• 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. Digital Video Advertising Market, by Advertising Type

• 6.1. Introduction
• 6.2. Display Ads
• 6.3. Interactive Video Ads
• 6.4. Search Ads
• 6.5. Social Ads

7. Digital Video Advertising Market, by Video Content Type

• 7.1. Introduction
• 7.2. Entertainment
• 7.3. Informative
• 7.4. User-Generated

8. Digital Video Advertising Market, by Device Type

• 8.1. Introduction
• 8.2. Connected TVs
• 8.3. Desktop Devices
  • 8.3.1. Laptops
  • 8.3.2. PCs
• 8.4. Gaming Consoles
• 8.5. Mobile Devices
  • 8.5.1. Smartphones
  • 8.5.2. Tablets

9. Digital Video Advertising Market, by Ad Placement

• 9.1. Introduction
• 9.2. Mid-Roll
• 9.3. Post-Roll
• 9.4. Pre-Roll

10. Digital Video Advertising Market, by Industry Verticals

• 10.1. Introduction
• 10.2. Automotive
• 10.3. Healthcare
• 10.4. Retail
  • 10.4.1. Brick-And-Mortar
  • 10.4.2. E-Commerce

11. Americas Digital Video Advertising Market

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

12. Asia-Pacific Digital Video 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 Digital Video 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, 2024
• 14.2. FPNV Positioning Matrix, 2024
• 14.3. Competitive Scenario Analysis
  • 14.3.1. Mediaocean announces its USD 500 million acquisition of Innovid
  • 14.3.2. Brightcove's launches marketing insights introducing advanced video campaign measurement tools
  • 14.3.3. JW Player and Connatix merged to form JWP Connatix
• 14.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Adobe Inc.
• 2. Alphabet Inc.
• 3. Amazon.com, Inc.
• 4. Amobee, Inc.
• 5. Comcast Corporation
• 6. DEMO DUCK, INC.
• 7. Digiligo
• 8. Facebook, Inc.
• 9. FreeWheel Media, Inc.
• 10. Infillion
• 11. INTERPUBLIC GROUP OF COMPANIES
• 12. LiveRamp Holdings, Inc.
• 13. LYFE Marketing
• 14. Magnite Inc.
• 15. PubMatic, Inc.
• 16. Roku, Inc.
• 17. Samba TV, Inc.
• 18. Simpli.fi Holdings, Inc.
• 19. Sparkhouse LLC
• 20. Taboola, Inc.
• 21. The Trade Desk, Inc.
• 22. Tremor International Ltd.
• 23. Verizon Media
• 24. Viant Technology LLC