인터넷 광고 시장 규모, 점유율, 성장 분석 : 광고 포맷별, 플랫폼별, 가격 설정 모델별, 최종 이용 산업별, 지역별 - 산업 예측(2025-2032년)

Global Internet Advertising Market size was valued at USD 245.08 billion in 2023 and is poised to grow from USD 270.57 billion in 2024 to USD 597.08 billion by 2032, growing at a CAGR of 10.4% during the forecast period (2025-2032).

The global internet advertising landscape is thriving, driven by diverse ad formats such as display, search engine marketing, social media, video, and native ads. This variety enables advertisers to tailor campaigns effectively to engage target audiences. The industry's growth is largely fueled by the availability of data and advanced analytics, essential for optimizing performance. Internet advertising stands out as a cost-effective strategy, accessible even for budget-conscious businesses, while enabling vast reach to millions of users. With proven returns, such as Google's reported 200% ROI from Ads, the focus has shifted toward digital channels, allowing precise targeting of demographics and locations. As a result, online advertising has become crucial for driving traffic, enhancing marketing efforts, and ultimately achieving business success.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Internet Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Internet Advertising Market Segments Analysis

Global Internet Advertising Market is segmented by Advertising Format, Platform, Pricing Model, End-User Vertical and region. Based on Advertising Format, the market is segmented into Search Engine Advertising, Display Advertising, Social Media Advertising, Video Advertising, Email Marketing and Native Advertising. Based on Platform, the market is segmented into Mobile and Desktop & Laptop. Based on Pricing Model, the market is segmented into Cost Per Click (CPC), Cost Per Thousand Impressions (CPM), Cost Per Acquisition (CPA) and Cost Per View (CPV). Based on End-User Vertical, the market is segmented into Automotive, Retail, Healthcare, BFSI (Banking, Financial Services, and Insurance), Telecom, Media & Entertainment, Education and Travel & Hospitality. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Internet Advertising Market

The surge in smartphone usage has significantly altered consumer interactions with brands and retailers, primarily due to the widespread availability of high-speed internet on mobile devices. This evolution is anticipated to propel the growth of the global internet advertising market, as it has become essential for brands to comprehend consumer preferences through targeted smartphone advertising. Such advertisements not only engage potential customers but also play a pivotal role in influencing their purchasing decisions. As businesses increasingly leverage mobile platforms to reach their audience, the reliance on internet advertising will continue to expand, further enhancing market dynamics and opportunities.

Restraints in the Global Internet Advertising Market

The global internet advertising market is currently encountering challenges due to the rising prevalence of ad-blocker usage, which has led to a decline in audience reach and revenue generation. As of 2023, there are over 290 million ad-blocker users globally, with around 42 million of them located in the United States (Statista). This surge in ad-blocking technology has resulted in an estimated loss of approximately $78 billion in ad impressions, compelling advertisers to adopt more innovative and creative strategies to engage their target audiences effectively. This trend poses a significant restraint on the growth potential of the internet advertising sector.

Market Trends of the Global Internet Advertising Market

The Global Internet Advertising market is experiencing a significant trend shift towards influencer marketing, fundamentally altering traditional advertising strategies. With over 37 million influencers on Instagram alone, brands are increasingly leveraging these real individuals to authentically engage with targeted audiences, creating a direct line of communication that resonates more deeply than conventional advertisements. This rise of influencer collaborations not only enhances brand visibility but also fosters trust and relatability, leading to higher conversion rates. As consumers prioritize authenticity, the tailored narratives crafted by influencers are becoming crucial, prompting businesses to adapt and innovate their marketing campaigns to stay competitive in this dynamic landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Regulatory Landscape
• Patent Analysis

Global Internet Advertising Market Size by Advertising Format & CAGR (2025-2032)

• Market Overview
• Search Engine Advertising
• Display Advertising
• Social Media Advertising
• Video Advertising
• Email Marketing
• Native Advertising

Global Internet Advertising Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Mobile
• Desktop & Laptop

Global Internet Advertising Market Size by Pricing Model & CAGR (2025-2032)

• Market Overview
• Cost Per Click (CPC)
• Cost Per Thousand Impressions (CPM)
• Cost Per Acquisition (CPA)
• Cost Per View (CPV)

Global Internet Advertising Market Size by End-User Vertical & CAGR (2025-2032)

• Market Overview
• Automotive
• Retail
• Healthcare
• BFSI (Banking, Financial Services, and Insurance)
• Telecom
• Media & Entertainment
• Education
• Travel & Hospitality

Global Internet Advertising Market Size & CAGR (2025-2032)

• North America (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • US
  • Canada
• Europe (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Google (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meta Platforms, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• X Corp. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LinkedIn Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Taboola (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outbrain Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Criteo (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AdRoll (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Quantcast (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Rubicon Project (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Yahoo (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OpenX (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unity Technologies (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Snap Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adobe (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fiverr International Ltd. (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Index Exchange (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations