광고 서비스 시장 : 점유율 분석, 업계 동향과 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the advertising services market size is expected to grow from USD 1.03 trillion in 2025 to USD 1.23 trillion in 2026 and is forecast to reach USD 2.33 trillion by 2031 at a 13.63% CAGR over 2026-2031.

This report is Segmented by Platform (Online and Offline), Advertising Channel (Social-Media Publishing, Search-Engine Ads, Display and Online Video, and More), End-User Industry (Retail, Ecommerce and DTC Brands, and More), Agency Type (Full-Service Integrated Agency, Media-Buying and Planning Agency, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Advertising Services Market Trends and Insights

Rise of Mobile-First Programmatic Video Advertising

Programmatic video revenue is projected to top USD 200 billion in 2026, and more than 90% of connected-television impressions already trade programmatically in 2025. Mobile devices account for about 70% of programmatic display spend, but growth now concentrates on video inventory inside retail and transit venues, where Place Exchange logged a 25% expansion in available screens during second-half 2024. Average digital-out-of-home CPMs climbed from USD 7.16 to USD 7.62 in the same period, signaling advertiser willingness to pay for contextually relevant video placements. United States digital-video revenue reached USD 62.1 billion in 2024, up 19.2% year-on-year, underscoring the momentum behind video formats. As brands pursue measurable reach across screens, the advertising services market benefits from higher average media prices and richer attribution data. Standards such as ISO/IEC 23009-1 for MPEG-DASH ensure content interoperability and further support scaled adoption across global market.

Expanding Social-Commerce and Influencer Ecosystems

Influencer marketing spend is growing 14.2% year-on-year in 2025, outpacing broader digital advertising categories. ShopMy raised USD 77.5 million in December 2024, boosting its valuation to USD 410 million and attracting more than 550 brand subscribers. Whalar Group secured funding at a USD 400 million valuation in May 2025, showing strong enterprise interest in creator-commerce infrastructure. In the United Kingdom, social commerce sales are forecast to reach GBP 6.8 billion by 2026, accounting for about 3% of total e-commerce. Deloitte advises brands to integrate product catalogs and native checkout to convert social inspiration into completed transactions. This buyer journey convergence strengthens performance attribution, elevating the advertising services market as budgets shift from awareness channels to commerce-linked formats.

Escalating Digital Ad-Fraud and Invalid Traffic

Industry certification reduced fraudulent impressions by 92% in 2023, saving USD 10.8 billion, yet advertisers still lost USD 979 million to invalid traffic. Buyers are shifting spend to private marketplaces at a two-to-one ratio versus open exchanges to secure greater supply-chain transparency. Sell-side curation can obscure fee structures, so advertisers must audit partners carefully to avoid inflated costs that erode return on ad spend. AdTech merger activity rose 73% year-on-year in 2024, concentrating risk on fewer platforms that require ongoing investment in fraud-detection models. Certification frameworks from the Interactive Advertising Bureau and the Media Rating Council remain voluntary, leaving many small publishers outside the trusted ecosystem. Continued fraud drains budgets and slows the advertising services market because advertisers pad CPMs to offset potential waste.

Other drivers and restraints analyzed in the detailed report include:

1. Retail-Media Networks Monetising First-Party Shopper Data
2. Generative-AI Creative Optimisation Cutting Campaign Cycle Times
3. Stricter Global Privacy Regulations (GDPR, CPRA, PIPL)

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Online outlets held 61.73% of the advertising services market share in 2025 and are on track to expand at 14.11% CAGR through 2031, buoyed by programmatic automation and retail-media uptake. Offline channels remain relevant for brand storytelling, yet their proportional weight declines as advertisers pivot toward measurable formats that link impressions to conversions. Video inventory on connected television and digital out-of-home grows fastest because buyers can apply data signals historically limited to the web. Mobile continues to capture roughly 70% of programmatic display spend, although larger screens attract premium CPMs when content is streamed on living-room devices. Rising inventory costs signal stronger demand, which sustains revenue momentum for the overall advertising services market.

Offline media still supports mass-reach objectives, especially during live sports and cultural tent-pole events, but younger audiences gravitate toward streaming and social feeds. Print and radio defend high-intent niches such as luxury goods and local services, yet limited measurement hinders wider budget allocations. Advertisers now integrate QR codes and near-field technologies to bridge analog placements with digital attribution, blurring the channel divide. Digital out-of-home reaches 63% of all out-of-home spend and is projected to reach 75% by 2027, closing the gap between street-level exposure and online conversion paths.[2] As omni-channel strategies mature, the advertising services market size benefits from cross-screen frequency management that reduces waste and lifts return on ad spend.

Social-media publishing commanded 29.36% share in 2025, reflecting its ability to blend scale, targeting and native checkout flows. Retail media, however, posts the fastest growth at 13.73% CAGR to 2031 as first-party shopper data proves more predictive than third-party cookies. Search remains a cornerstone at USD 102.9 billion in United States revenue in 2024, yet generative answer engines are expected to dilute click-through rates over time. Display and online video earned USD 62.1 billion in 2024 and continue to advance on the back of connected-television adoption. Influencer and creator marketing grows 14.2% annually as brands seek authentic peer endorsement at lower production cost.

Native, television, radio, print, outdoor and direct mail round out the mix, often serving as either top-of-funnel awareness or hyper-local conversion triggers. Programmatic buying now covers most display, video and audio impressions, giving planners granular control over reach and frequency. Retail media's closed-loop reporting attracts budgets from social, display and search, changing the historical hierarchy among channels. As commerce networks proliferate, advertisers diversify spend across five or more retail platforms on average, intensifying competition for inventory. The advertising services market size therefore expands on both incremental spend and higher unit pricing tied to verified outcomes

Complete Report Scope:

• By Platform
  • Online
  • Offline
• By Advertising Channel
  • Social-media publishing
  • Search-engine ads
  • Display and online video
  • Influencer / creator marketing
  • Native advertising
  • TV spots
  • Radio commercials
  • Print media
  • Outdoor and transit (OOH / DOOH)
  • Direct mail
• By End-user Industry
  • Retail (incl. grocery)
  • Ecommerce and DTC brands
  • Travel and tourism
  • Media and entertainment
  • Financial services
  • Healthcare and pharma
  • Automotive
  • Other End-user Industries
• By Agency Type
  • Full-service integrated agency
  • Media-buying and planning agency
  • Digital-only performance agency
  • Creative boutique
  • In-house brand studio
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Southeast Asia
    • Rest of Asia Pacific
  • Middle East and Africa
    • Saudi Arabia
    • United Arab Emirates
    • Turkey
    • South Africa
    • Rest of Middle East

Geography Analysis

North America accounted for 37.94% of global revenue in 2025, lifted by the United States' internet advertising income of USD 258.6 billion and the strong adoption of retail-media networks that generated USD 53.7 billion. Canadian growth benefits from grocery and pharmacy chains launching ad platforms, while Mexico leverages near-shoring to attract multinational budgets. Asia Pacific is the fastest-growing territory at 14.54% CAGR, underpinned by India's 20.2% annual rise to USD 14.17 billion and Southeast Asia's video-commerce share reaching 25% of e-commerce value. China, already exceeding USD 181.7 billion with 86.1% digital penetration, continues to favor short-video and social commerce formats. Japan and Australia add stable programmatic spend, while Southeast Asian retail-media revenue nears USD 3 billion as local marketplaces monetize data at checkout. Collectively, these dynamics enlarge the advertising services market size across emerging and mature economies.

Europe contributes significant volume despite regulatory friction, with the United Kingdom's retail-media spend set to surpass GBP 6.6 billion in 2025 and creator-marketing revenue forecast to reach GBP 2.6 billion by 2030. Germany, France, Italy, and Spain remain large buyers, yet language fragmentation and privacy rules raise operating costs. Digital out-of-home claims 63% of outdoor budgets and is projected to hit 75% by 2027, indicating sustained appetite for screen-based formats that bridge offline venues and online data. Russia experiences advertiser pullback due to geopolitical sanctions, while the Nordics and Benelux post steady gains driven by high broadband penetration. South America rebounds as Brazil's sizable social audience draws platform investment and Argentina stabilizes currency fluctuations, encouraging more consistent media outlays. Middle East and Africa growth centers on Saudi Arabia and United Arab Emirates diversification plans, with Turkey and South Africa providing additional momentum.

Across regions, spending migrates toward channels that guarantee measurable return, reinforcing a global convergence in media strategy even as local platforms and regulations differ. Asia Pacific's double-digit trajectory offsets slower European expansion, balancing the overall advertising services market. Multinational advertisers now allot budgets through centrally negotiated frameworks but adapt creatives to local language and cultural nuance. Currency fluctuations and privacy mandates add execution complexity, yet data clean rooms and consent-management platforms help standardize processes. As retail-media, programmatic CTV and generative AI spread worldwide, geographic growth differentials narrow, supporting sustained top-line expansion for the advertising services market share holders.

1. WPP plc
2. Omnicom Group Inc.
3. The Interpublic Group of Companies Inc.
4. Publicis Groupe S.A.
5. Dentsu Group Inc.
6. Havas S.A.
7. Stagwell Inc.
8. Accenture plc (Accenture Song)
9. Hakuhodo DY Holdings Inc.
10. Deloitte Touche Tohmatsu Ltd. (Deloitte Digital)
11. PwC Advisory Services LLP (PwC Digital Services)
12. Cognizant Technology Solutions Corp. (Cognizant Interactive)
13. IBM Corp. (IBM iX)
14. Salesforce Inc. (Marketing Cloud Services)
15. Lamar Advertising Company
16. JCDecaux SE
17. Clear Channel Outdoor Holdings Inc.
18. Fiverr International Ltd.
19. S4 Capital plc (Media.Monks)
20. Wieden + Kennedy Inc.
21. Droga5 LLC
22. Serviceplan Group SE and Co. KG
23. MandC Saatchi plc

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rise of Mobile-first Programmatic Video Advertising
  • 4.2.2 Expanding Social-commerce and Influencer Ecosystems
  • 4.2.3 Accelerating Shift of SMB Budgets to Self-serve Digital Platforms
  • 4.2.4 Retail-media Networks Monetising First-party Shopper Data
  • 4.2.5 Cookieless Identity Solutions Boosting First-party Data Activation
  • 4.2.6 Generative-AI Creative Optimisation Cutting Campaign Cycle Times
• 4.3 Market Restraints
  • 4.3.1 Escalating Digital Ad-fraud and Invalid Traffic
  • 4.3.2 Widespread Consumer Ad-blocking and Fatigue
  • 4.3.3 Stricter Global Privacy Regulations (GDPR, CPRA, PIPL)
  • 4.3.4 Data-analytics Talent Shortage Within Full-service Agencies
• 4.4 Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Threat of New Entrants
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Bargaining Power of Suppliers
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Platform
  • 5.1.1 Online
  • 5.1.2 Offline
• 5.2 By Advertising Channel
  • 5.2.1 Social-media publishing
  • 5.2.2 Search-engine ads
  • 5.2.3 Display and online video
  • 5.2.4 Influencer / creator marketing
  • 5.2.5 Native advertising
  • 5.2.6 TV spots
  • 5.2.7 Radio commercials
  • 5.2.8 Print media
  • 5.2.9 Outdoor and transit (OOH / DOOH)
  • 5.2.10 Direct mail
• 5.3 By End-user Industry
  • 5.3.1 Retail (incl. grocery)
  • 5.3.2 Ecommerce and DTC brands
  • 5.3.3 Travel and tourism
  • 5.3.4 Media and entertainment
  • 5.3.5 Financial services
  • 5.3.6 Healthcare and pharma
  • 5.3.7 Automotive
  • 5.3.8 Other End-user Industries
• 5.4 By Agency Type
  • 5.4.1 Full-service integrated agency
  • 5.4.2 Media-buying and planning agency
  • 5.4.3 Digital-only performance agency
  • 5.4.4 Creative boutique
  • 5.4.5 In-house brand studio
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Russia
    • 5.5.3.7 Rest of Europe
  • 5.5.4 Asia Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Southeast Asia
    • 5.5.4.6 Rest of Asia Pacific
  • 5.5.5 Middle East and Africa
    • 5.5.5.1 Saudi Arabia
    • 5.5.5.2 United Arab Emirates
    • 5.5.5.3 Turkey
    • 5.5.5.4 South Africa
    • 5.5.5.5 Rest of Middle East

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank / Share for key companies, Products and Services, and Recent Developments)
  • 6.4.1 WPP plc
  • 6.4.2 Omnicom Group Inc.
  • 6.4.3 The Interpublic Group of Companies Inc.
  • 6.4.4 Publicis Groupe S.A.
  • 6.4.5 Dentsu Group Inc.
  • 6.4.6 Havas S.A.
  • 6.4.7 Stagwell Inc.
  • 6.4.8 Accenture plc (Accenture Song)
  • 6.4.9 Hakuhodo DY Holdings Inc.
  • 6.4.10 Deloitte Touche Tohmatsu Ltd. (Deloitte Digital)
  • 6.4.11 PwC Advisory Services LLP (PwC Digital Services)
  • 6.4.12 Cognizant Technology Solutions Corp. (Cognizant Interactive)
  • 6.4.13 IBM Corp. (IBM iX)
  • 6.4.14 Salesforce Inc. (Marketing Cloud Services)
  • 6.4.15 Lamar Advertising Company
  • 6.4.16 JCDecaux SE
  • 6.4.17 Clear Channel Outdoor Holdings Inc.
  • 6.4.18 Fiverr International Ltd.
  • 6.4.19 S4 Capital plc (Media.Monks)
  • 6.4.20 Wieden + Kennedy Inc.
  • 6.4.21 Droga5 LLC
  • 6.4.22 Serviceplan Group SE and Co. KG
  • 6.4.23 MandC Saatchi plc

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and unmet-need assessment