온라인 광고 시장 : 세계 산업 규모, 점유율, 동향, 기회, 예측 - 광고 형식별(소셜미디어, 검색 엔진, 영상, 이메일, 기타), 플랫폼별, 지역별, 경쟁별(2020-2030년)

Global Online Advertising market was valued at USD 225.06 billion in 2024 and is expected to grow to USD 410.16 billion by 2030 with a CAGR of 10.58% during the forecast period. The global online advertising market is experiencing significant growth, fueled by the increasing adoption of digital technologies, mobile devices, and internet connectivity. Brands are leveraging online platforms to reach targeted audiences through various advertising formats, such as search, display, social media, and video ads. The rise of artificial intelligence (AI) and machine learning is enabling more personalized and efficient ad targeting, enhancing user engagement and return on investment. When analyzing the average marketing budget across industries, it is clear that marketing investments differ greatly by sector. As digital platforms continue to take precedence, industries are reallocating their budgets toward online strategies. In 2024, businesses are projected to allocate, on average, 53.4% of their marketing budget to digital channels, with the remaining 46.6% directed toward traditional media such as print, television, and radio. This shift towards digital advertising is driving significant growth in the market, further accelerating its expansion.

Key Market Drivers

Increasing Digitalization and Internet Penetration

One of the primary drivers of the global online advertising market is the rapid increase in digitalization and internet penetration. The continued shift from traditional media to digital platforms has reshaped how businesses approach advertising, leading to a massive increase in online advertising spend. According to estimates, the number of internet users worldwide has crossed 5 billion, contributing to an audience of unprecedented scale that businesses can target more efficiently. In many developing regions, internet access has grown rapidly, expanding the digital consumer base and providing more opportunities for advertisers to reach new audiences.

Moreover, mobile internet usage has seen exponential growth, with mobile-first economies thriving globally. As smartphone usage continues to surge, more consumers are engaging with digital content on mobile devices, thus offering advertisers new touchpoints to deliver targeted ads. The accessibility of high-speed internet has also allowed people to interact with online ads in real-time, increasing engagement and enabling advertisers to track user behavior and adjust strategies accordingly. With over 60% of global internet traffic coming from mobile devices, the demand for mobile-optimized advertising content is driving the growth of mobile-first ad solutions, making mobile advertising a critical component of global advertising strategies.

Key Market Challenges

Ad Fraud and Privacy Concerns

One of the significant challenges facing the global online advertising market is the rise of ad fraud and increasing concerns about consumer privacy. Ad fraud, which includes practices like click fraud, impression fraud, and bot traffic, results in wasted advertising spend and undermines the effectiveness of digital campaigns. Fraudulent activity can skew data analytics, making it harder for marketers to measure the success of their campaigns and optimize their strategies. According to estimates, the global digital ad fraud market is expected to reach billions of dollars in losses annually, signaling a severe issue for advertisers and the platforms they use.

At the same time, privacy concerns have been escalating as consumers become more aware of how their data is being collected, stored, and used. Laws like the European Union's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have made it more difficult for advertisers to gather and use consumer data without proper consent. These regulations require advertisers to implement stricter data management policies, making it challenging to deliver personalized ads without risking violations of privacy laws.

Key Market Trends

Increased Investment in Video Advertising

One of the most significant trends in the global online advertising market is the rapid shift toward video advertising. With the growing popularity of platforms like YouTube, TikTok, Instagram, and streaming services such as Netflix and Hulu, video content has become an essential component of digital advertising strategies. Video ads allow brands to engage with consumers more effectively, delivering richer storytelling and more engaging content compared to traditional display ads or text-based campaigns.

The rise of short-form video content, particularly on social media platforms like TikTok and Instagram Reels, has further accelerated this trend. These formats allow brands to capture consumers' attention in a short amount of time, creating memorable and impactful messaging. Video ads are also highly shareable, meaning that they have the potential to go viral and reach a larger audience organically.

Key Market Players

• Microsoft Corporation
• Google LLC
• Twitter International Unlimited Company
• Adobe Inc.
• Meta Platforms, Inc
• Baidu, Inc.
• Yahoo Inc.
• IAC Inc.
• Bytedance Ltd.
• Amazon.com, Inc.

Report Scope:

In this report, the Global Online Advertising Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Online Advertising Market, By Advertising Format:

• Social Media
• Search Engine
• Video
• E-mail
• Others

Online Advertising Market, By Platform:

• Web
• Application

Online Advertising Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Asia-Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Indonesia
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• South America
  • Argentina
  • Colombia
  • Brazil
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Online Advertising Market.

Available Customizations:

Global Online Advertising Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Product Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Market Overview
• 3.2. Market Forecast
• 3.3. Key Regions
• 3.4. Key Segments

4. Voice of Customers

• 4.1. Brand Awareness
• 4.2. Frequency of Advertisement

5. Global Online Advertising Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Advertising Format Market Share Analysis (Social Media, Search Engine, Video, E-mail, Others (Podcast, Radio, etc.))
  • 5.2.2. By Platform Market Share Analysis (Web, Application)
  • 5.2.3. By Regional Market Share Analysis
    • 5.2.3.1. North America Market Share Analysis
    • 5.2.3.2. Europe Market Share Analysis
    • 5.2.3.3. Asia Pacific Market Share Analysis
    • 5.2.3.4. Middle East & Africa Market Share Analysis
    • 5.2.3.5. South America Market Share Analysis
  • 5.2.4. By Top 5 Companies Market Share Analysis, Others (2024)
• 5.3. Global Online Advertising Market Mapping & Opportunity Assessment
  • 5.3.1. By Advertising Format Market Mapping & Opportunity Assessment
  • 5.3.2. By Platform Market Mapping & Opportunity Assessment
  • 5.3.3. By Regional Market Mapping & Opportunity Assessment

6. North America Online Advertising Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Advertising Format Market Share Analysis
  • 6.2.2. By Platform Market Share Analysis
  • 6.2.3. By Country Market Share Analysis
• 6.3. North America: Country Analysis
  • 6.3.1. United States Online Advertising Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Advertising Format Market Share Analysis
      • 6.3.1.2.2. By Platform Market Share Analysis
  • 6.3.2. Canada Online Advertising Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Advertising Format Market Share Analysis
      • 6.3.2.2.2. By Platform Market Share Analysis
  • 6.3.3. Mexico Online Advertising Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Advertising Format Market Share Analysis
      • 6.3.3.2.2. By Platform Market Share Analysis

7. Asia Pacific Online Advertising Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Advertising Format Market Share Analysis
  • 7.2.2. By Platform Market Share Analysis
  • 7.2.3. By Country Market Share Analysis
• 7.3. Asia Pacific: Country Analysis
  • 7.3.1. China Online Advertising Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Advertising Format Market Share Analysis
      • 7.3.1.2.2. By Platform Market Share Analysis
  • 7.3.2. Japan Online Advertising Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Advertising Format Market Share Analysis
      • 7.3.2.2.2. By Platform Market Share Analysis
  • 7.3.3. India Online Advertising Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Advertising Format Market Share Analysis
      • 7.3.3.2.2. By Platform Market Share Analysis
  • 7.3.4. Australia Online Advertising Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Advertising Format Market Share Analysis
      • 7.3.4.2.2. By Platform Market Share Analysis
  • 7.3.5. South Korea Online Advertising Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Advertising Format Market Share Analysis
      • 7.3.5.2.2. By Platform Market Share Analysis
  • 7.3.6. Indonesia Online Advertising Market Outlook
    • 7.3.6.1. Market Size & Forecast
      • 7.3.6.1.1. By Value
    • 7.3.6.2. Market Share & Forecast
      • 7.3.6.2.1. By Advertising Format Market Share Analysis
      • 7.3.6.2.2. By Platform Market Share Analysis

8. Europe Online Advertising Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Advertising Format Market Share Analysis
  • 8.2.2. By Platform Market Share Analysis
  • 8.2.3. By Country Market Share Analysis
• 8.3. Europe: Country Analysis
  • 8.3.1. France Online Advertising Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Advertising Format Market Share Analysis
      • 8.3.1.2.2. By Platform Market Share Analysis
  • 8.3.2. United Kingdom Online Advertising Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Advertising Format Market Share Analysis
      • 8.3.2.2.2. By Platform Market Share Analysis
  • 8.3.3. Italy Online Advertising Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Advertising Format Market Share Analysis
      • 8.3.3.2.2. By Platform Market Share Analysis
  • 8.3.4. Germany Online Advertising Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Advertising Format Market Share Analysis
      • 8.3.4.2.2. By Platform Market Share Analysis
  • 8.3.5. Spain Online Advertising Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Advertising Format Market Share Analysis
      • 8.3.5.2.2. By Platform Market Share Analysis

9. South America Online Advertising Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Advertising Format Market Share Analysis
  • 9.2.2. By Platform Market Share Analysis
  • 9.2.3. By Country Market Share Analysis
• 9.3. South America: Country Analysis
  • 9.3.1. Argentina Online Advertising Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Advertising Format Market Share Analysis
      • 9.3.1.2.2. By Platform Market Share Analysis
  • 9.3.2. Colombia Online Advertising Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Advertising Format Market Share Analysis
      • 9.3.2.2.2. By Platform Market Share Analysis
  • 9.3.3. Brazil Online Advertising Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Advertising Format Market Share Analysis
      • 9.3.3.2.2. By Platform Market Share Analysis

10. Middle East & Africa Online Advertising Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Advertising Format Market Share Analysis
  • 10.2.2. By Platform Market Share Analysis
  • 10.2.3. By Country Market Share Analysis
• 10.3. Middle East & Africa: Country Analysis
  • 10.3.1. South Africa Online Advertising Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Advertising Format Market Share Analysis
      • 10.3.1.2.2. By Platform Market Share Analysis
  • 10.3.2. Saudi Arabia Online Advertising Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Advertising Format Market Share Analysis
      • 10.3.2.2.2. By Platform Market Share Analysis
  • 10.3.3. UAE Online Advertising Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Advertising Format Market Share Analysis
      • 10.3.3.2.2. By Platform Market Share Analysis
  • 10.3.4. Turkey Online Advertising Market Outlook
    • 10.3.4.1. Market Size & Forecast
      • 10.3.4.1.1. By Value
    • 10.3.4.2. Market Share & Forecast
      • 10.3.4.2.1. By Advertising Format Market Share Analysis
      • 10.3.4.2.2. By Platform Market Share Analysis

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Impact of COVID-19 on Global Online Advertising Market

• 12.1. Impact Assessment Model
  • 12.1.1. Key Segments Impacted
  • 12.1.2. Key Region Impacted
  • 12.1.3. Key Countries Impacted

13. Market Trends & Developments

14. Competitive Landscape

• 14.1. Company Profiles
  • 14.1.1. Microsoft Corporation
    • 14.1.1.1. Company Details
    • 14.1.1.2. Products
    • 14.1.1.3. Financials (As Per Availability)
    • 14.1.1.4. Key Market Focus & Geographical Presence
    • 14.1.1.5. Recent Developments
    • 14.1.1.6. Key Management Personnel
  • 14.1.2. Google LLC
    • 14.1.2.1. Company Details
    • 14.1.2.2. Products
    • 14.1.2.3. Financials (As Per Availability)
    • 14.1.2.4. Key Market Focus & Geographical Presence
    • 14.1.2.5. Recent Developments
    • 14.1.2.6. Key Management Personnel
  • 14.1.3. Twitter International Unlimited Company
    • 14.1.3.1. Company Details
    • 14.1.3.2. Products
    • 14.1.3.3. Financials (As Per Availability)
    • 14.1.3.4. Key Market Focus & Geographical Presence
    • 14.1.3.5. Recent Developments
    • 14.1.3.6. Key Management Personnel
  • 14.1.4. Adobe Inc.
    • 14.1.4.1. Company Details
    • 14.1.4.2. Products
    • 14.1.4.3. Financials (As Per Availability)
    • 14.1.4.4. Key Market Focus & Geographical Presence
    • 14.1.4.5. Recent Developments
    • 14.1.4.6. Key Management Personnel
  • 14.1.5. Meta Platforms, Inc
    • 14.1.5.1. Company Details
    • 14.1.5.2. Products
    • 14.1.5.3. Financials (As Per Availability)
    • 14.1.5.4. Key Market Focus & Geographical Presence
    • 14.1.5.5. Recent Developments
    • 14.1.5.6. Key Management Personnel
  • 14.1.6. Baidu, Inc.
    • 14.1.6.1. Company Details
    • 14.1.6.2. Products
    • 14.1.6.3. Financials (As Per Availability)
    • 14.1.6.4. Key Market Focus & Geographical Presence
    • 14.1.6.5. Recent Developments
    • 14.1.6.6. Key Management Personnel
  • 14.1.7. Yahoo Inc.
    • 14.1.7.1. Company Details
    • 14.1.7.2. Products
    • 14.1.7.3. Financials (As Per Availability)
    • 14.1.7.4. Key Market Focus & Geographical Presence
    • 14.1.7.5. Recent Developments
    • 14.1.7.6. Key Management Personnel
  • 14.1.8. IAC Inc.
    • 14.1.8.1. Company Details
    • 14.1.8.2. Products
    • 14.1.8.3. Financials (As Per Availability)
    • 14.1.8.4. Key Market Focus & Geographical Presence
    • 14.1.8.5. Recent Developments
    • 14.1.8.6. Key Management Personnel
  • 14.1.9. Bytedance Ltd.
    • 14.1.9.1. Company Details
    • 14.1.9.2. Products
    • 14.1.9.3. Financials (As Per Availability)
    • 14.1.9.4. Key Market Focus & Geographical Presence
    • 14.1.9.5. Recent Developments
    • 14.1.9.6. Key Management Personnel
  • 14.1.10. Amazon.com, Inc.
    • 14.1.10.1. Company Details
    • 14.1.10.2. Products
    • 14.1.10.3. Financials (As Per Availability)
    • 14.1.10.4. Key Market Focus & Geographical Presence
    • 14.1.10.5. Recent Developments
    • 14.1.10.6. Key Management Personnel

15. Strategic Recommendations/Action Plan

• 15.1. Key Focus Areas
• 15.2. Target By Advertising Format
• 15.3. Target By Platform

16. About Us & Disclaimer