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市场调查报告书
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1451085

2024-2032 年按类型（搜寻、展示、分类、影片等）和地区分類的线上广告市场报告

Online Advertising Market Report by Type (Search, Display, Classified, Video, and Others) and Region 2024-2032
出版日期: | 出版商: IMARC | 英文 142 Pages | 商品交期: 2-3个工作天内

价格

2023年全球线上广告市场规模达2,327亿美元。展望未来， IMARC Group预计到2032年市场规模将达到5,382亿美元，2024-2032年复合年增长率（CAGR）为9.5%。电子产业的快速技术进步、化学工业中化合物利用率的不断增长、对再生能源的日益关注以及航空航天和医疗领域不断增长的化学品需求是推动市场的一些主要因素。

网路广告使用数位平台向目标受众推销商品、服务或品牌讯息。它包括搜寻引擎行销（SEM）、展示广告、社交媒体广告和电子邮件行销。网路广告广泛应用于零售、医疗保健、教育和金融服务等领域。与传统广告管道相比，它能够以相对较低的成本覆盖全球受众。它还提供卓越的定位功能，使广告主能够根据特定的人口统计、地理位置和消费者行为自订资讯。此外，线上广告具有高度可扩展性，可根据效果资料调整即时活动。

网路在全球的广泛普及和利用，扩大了网路广告的覆盖范围，使公司更容易瞄准更多、更多样化的受众，这为市场成长创造了积极的前景。除此之外，智慧型手机的日益普及，导致更多适合行动装置的广告在消费者经常使用的装置上投放，这是推动市场成长的主要因素之一。此外，人工智慧 (AI)、机器学习 (ML) 和巨量资料分析等技术的快速进步和创新，使广告活动能够更有效地定位、客製化和衡量，从而推动了市场成长。此外，电子商务平台的快速扩张需要强大的线上广告策略来吸引客户，这也推动了市场的成长。同时，网路行销的利用不断增加，因为它透过即时分析提供即时回馈，使企业能够迅速调整其行销策略，这为市场成长提供了动力。除此之外，不断增长的社交媒体平台为线上广告提供了额外的管道，提供多种格式来有效地吸引受众，预计将推动市场成长。除此之外，由于快速的数位转型，消费者对线上平台的偏好不断变化，使得数位广告能够更有效地接触目标受众，为市场提供了利润丰厚的成长机会。

网路广告市场趋势/驱动因素：

网路普及率不断增长

网路广告的广泛覆盖范围使广告主能够瞄准比传统广告管道更大、更多样化的受众，这是促进市场成长的主要因素之一。此外，网路普及率的不断提高和网路使用量的迅速上升，为广告商接触到以前无法接触到的人群开闢了新的途径，从而推动了市场的成长。此外，不断增长的宽频速度和改进的基础设施促进了更流畅的用户体验，使线上广告更加有效和有吸引力，为市场成长提供了相当大的推动力。同时，网路的广泛普及导致了从社交媒体到新闻网站等各种线上平台的发展，每个平台都提供了独特的广告机会，从而为广告商提供了对其广告的精细控制，对市场成长产生了正面影响。

手机使用率不断增长

智慧型手机的广泛采用导致行动使用量激增是推动市场成长的主要因素之一。智慧型手机是永远在线的个人设备，为广告主提供了接触消费者的直接管道。同时，应用程式内广告、行动搜寻广告和简讯服务（SMS）行销等行动广告格式的使用不断增加，为市场成长提供了动力。此外，感测器和手机中全球定位系统（GPS）等功能的使用不断增加，这些功能允许基于位置的广告，提供前所未有的定位能力，预计将推动市场成长。除此之外，广告主广泛应用行动装置上的使用者行为来利用和推动即时决策和转化，为市场提供了利润丰厚的成长机会。

快速的技术进步

结合人工智慧 (AI) 和机器学习 (ML) 来规划、执行和分析广告活动，正在为市场成长创造积极的前景。这些技术实现了高度复杂的定位，使广告主能够根据特定的行为、偏好和预测的未来行为来吸引消费者。为此，增强的人工智慧演算法会分析大量资料，以识别消费者趋势或即时自动优化广告投放，确保尽可能高的投资回报。此外，巨量资料分析的日益普及预计将推动市场成长，大数据分析可以提供对消费者行为和市场趋势的洞察，而这些资讯以前是不可能或极其耗费人力来收集的。这些技术进步为广告商的广告活动提供了无与伦比的控制力和有效性，从而为市场提供了有利可图的成长机会。

目录

第一章：前言

第 2 章：范围与方法

  • 研究目的
  • 利害关係人
  • 资料来源
    • 主要资源
    • 二手资料
  • 市场预测
    • 自下而上的方法
    • 自上而下的方法
  • 预测方法

第 3 章：简介

  • 概述
  • 执行摘要
  • 主要行业趋势

第 4 章：全球广告市场

  • 当前和历史的市场趋势
  • 各板块业绩
  • 各地区表现
  • 关键参与者及其市场份额
  • 市场预测

第 5 章：全球线上广告市场

  • 市场概况
  • 当前和历史的市场趋势
  • COVID-19 的影响
  • 市场区隔：按类型
  • 各地区表现
    • 北美洲
      • 当前和历史的市场趋势
      • 市场预测
    • 亚太地区
      • 当前和历史的市场趋势
      • 市场预测
    • 西欧
      • 当前和历史的市场趋势
      • 市场预测
    • 东欧洲
      • 当前和历史的市场趋势
      • 市场预测
    • 拉丁美洲
      • 当前和历史的市场趋势
      • 市场预测
    • 中东和非洲
      • 当前和历史的市场趋势
      • 市场预测
  • 市场表现：按类型
    • 搜寻广告市场
      • 当前和历史的市场趋势
      • 市场预测
    • 展示广告市场
      • 当前和历史的市场趋势
      • 市场预测
    • 分类广告市场
      • 当前和历史的市场趋势
      • 市场预测
    • 影片广告市场
      • 当前和历史的市场趋势
      • 市场预测
    • 其他（潜在客户开发、富媒体等）
      • 当前和历史的市场趋势
      • 市场预测
  • 市场区隔：依行业
  • 网路上访问量最大的网站
  • 市场预测
  • 网路广告定价模型
  • SWOT分析
    • 概述
    • 优势
    • 弱点
    • 机会
    • 威胁
  • 价值链分析
    • 研究
    • 内容开发
    • 广告中介
    • 网路广告媒体
    • 观众
  • 波特五力分析
    • 供应商的议价能力
    • 买家的议价能力
    • 替代品的威胁
    • 竞争竞争
    • 新进入者的威胁
  • 主要挑战

第 6 章：全球线上广告市场：竞争格局

  • 市场结构
  • 主要参与者简介
Product Code: SR112024A735

The global online advertising market size reached US$ 232.7 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 538.2 Billion by 2032, exhibiting a growth rate (CAGR) of 9.5% during 2024-2032. The rapid technological advancements in the electronics sector, growing compound utilization in the chemical industry, increasing focus on renewable energy, and the rising chemical demand in aerospace and medical sector are some of the major factors propelling the market.

Online advertising uses digital platforms to promote goods, services, or brand messages to a target audience. It includes search engine marketing (SEM), display ads, social media advertising, and email marketing. Online advertising is widely utilized across sectors like retail, healthcare, education, and financial services. It has the ability to reach a global audience at a relatively lower cost compared to traditional advertising channels. It also offers superior targeting capabilities, allowing advertisers to tailor messages to specific demographics, geographies, and consumer behaviors. Moreover, online advertising is highly scalable, allowing real-time campaigns to be adjusted based on performance data.

The widespread availability and utilization of the internet across the globe, expanding the reach of online advertising and making it easier for companies to target a larger and more diverse audience, is creating a positive outlook for the market growth. Besides this, the increasing adoption of smartphones, leading to more mobile-friendly ads reaching consumers on devices they use frequently, is one of the major factors contributing to the market growth. Additionally, rapid technological advancements and innovations such as artificial intelligence (AI), machine learning (ML), and big data analytics, enabling more effective targeting, customization, and measurement of ad campaigns, are providing a thrust to the market growth. Moreover, the rapid expansion of e-commerce platforms requiring robust online advertising strategies to attract customers is also fueling the market growth. Along with this, the growing utilization of online marketing as it provides immediate feedback through real-time analytics, enabling businesses to adapt their marketing strategies swiftly, is providing an impetus to the market growth. In addition to this, the growing social media platforms that provide additional channels for online advertising, offering varied formats to engage audiences effectively, are anticipated to drive the market growth. Apart from this, the changing consumer preference towards online platforms due to the rapid digital transformation, making digital ads more effective in reaching the target audience, is offering lucrative growth opportunities for the market.

Online Advertising Market Trends/Drivers:

Growing internet penetration

The extensive reach of online advertising, allowing advertisers to target a much larger and more diverse audience than traditional advertising channels, is one of the major factors contributing to the market growth. Furthermore, the increasing internet penetration and the rapid rise in internet usage, opening new avenues for advertisers to reach previously inaccessible demographics, is providing a thrust to the market growth. Additionally, the growing broadband speed and improved infrastructure that facilitate a smoother user experience, making online advertising more effective and engaging, is providing a considerable boost to the market growth. Along with this, the widespread internet penetration leading to the development of various online platforms, from social media to news websites, each offering unique advertising opportunities, thus providing advertisers with a granular level of control over their ads, is positively impacting the market growth.

Growing utilization of mobile phones

The widespread adoption of smartphones leading to a surge in mobile usage is one of the major factors driving the market growth. Smartphones are personal, always-on devices, providing advertisers with a direct channel to consumers. In line with this, the increasing utilization of mobile advertising formats, such as in-app ads, mobile search ads, and short message service (SMS) marketing, are providing an impetus to the market growth. Moreover, the growing utilization of sensors and features like global positioning systems (GPS) in mobile phones that allow for location-based advertising, delivering unprecedented targeting capabilities, is anticipated to drive the market growth. Apart from this, the widespread application of user behavior on mobile devices by advertisers to leverage and drive instant decisions and conversions is offering lucrative growth opportunities for the market.

Rapid technological advancements

The incorporation of artificial intelligence (AI) and machine learning (ML) to plan, execute, and analyze advertising campaigns is creating a positive outlook for the market growth. These technologies enable highly sophisticated targeting, allowing advertisers to reach consumers based on specific behaviors, preferences, and predicted future actions. In line with this, the enhanced AI algorithms analyze massive amounts of data to identify consumer trends or to auto-optimize ad placements in real time, ensuring the highest possible return on investment. Moreover, the increasing utilization of big data analytics, which provide insights into consumer behavior and market trends that were previously impossible or extremely labor-intensive to gather, is anticipated to drive the market growth. These technological advancements offer advertisers unparalleled control and effectiveness in their campaigns, thus providing remunerative growth opportunities for the market.

Online advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global online advertising market report, along with forecasts at the global and regional levels from 2024-2032. Our report has categorized the market based on type.

Breakup by Type:

Search

Display

Classified

Video

Others (lead generation, rich media, etc.)

Search dominates the market

The report has provided a detailed breakup and analysis of the market based on the type. This includes search, display, classified, video and others (lead generation, rich media, etc.). According to the report, search represented the largest segment.

Search advertising dominates the market share as it primarily involves the placement of ads on search engine results pages (SERPs). These ads are typically text-based and appear when users search for particular keywords. Moreover, the alignment of online advertising with user intent as individuals seek specific information, products, or services tailored to their interests is supporting the market growth. Ads displayed in search results are thus more likely to be relevant to the user's immediate needs, increasing the likelihood of engagement and conversion. Furthermore, search advertising platforms, such as Google ads, offer advertisers a high level of control and flexibility as they can select the keywords they wish to target, set budgets, and even specify the times of day or geographical locations where their ads will appear, enabling a highly focused advertising strategy tailored to specific business objectives. Along with this, search advertising provides extensive analytics and real-time data, allowing businesses to measure the effectiveness of their campaigns accurately. Metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS) can be closely monitored, enabling data-driven decisions and ongoing optimization.

Breakup by Region:

North America

Asia Pacific

Western Europe

Eastern Europe

Middle East and Africa

Latin America

Asia Pacific exhibits a clear dominance, accounting for the largest online advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Western Europe, Eastern Europe, Middle East and Africa and Latin America. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific is dominating the global online advertising market, as the region has an enormous and growing population, offering an expansive and diverse audience for advertisers, creating a positive outlook for the market growth. Moreover, the rapid economic development across many Asia Pacific countries, leading to increasing disposable incomes and consumer spending as businesses invest more in online advertising platforms, is also supporting the market growth. Besides this, the increasing mobile phone adoption in the region, especially smartphones, making mobile advertising one of the most effective online advertising channels, is providing a thrust to the market growth. Furthermore, the Asia Pacific market is unique in its cultural and linguistic diversity, requiring more localized and tailored advertising strategies. It creates a complex but rewarding advertising ecosystem, further consolidating the region's market dominance.

Competitive Landscape:

The leading companies in the online advertising market increasingly use data analytics to understand consumer behavior, market trends, and campaign effectiveness, allowing for more precise targeting, personalization, and measurement of advertising efforts. Additionally, companies are adopting multichannel advertising strategies, ensuring that their campaigns are consistent and coordinated across various mediums, including search engines, social media, and mobile apps. Besides this, the key players are utilizing automated or programmatic advertising owing to its efficiency and cost-effectiveness. It allows companies to automate the buying and placement of ads, using real-time data to decide which ads to buy and how much to pay for them. In addition to this, many online advertising companies are integrating their ad campaigns with content marketing efforts, recognizing that valuable, relevant content can enhance ad performance by improving engagement and trust. Along with this, some companies are continually exploring innovative advertising formats, strategies, and technologies, such as augmented reality, virtual reality, and blockchain for ad verification. Furthermore, major companies are incorporating AI and ML technologies to automate complex processes, improve targeting, and predict consumer behavior, thus making campaigns more effective and efficient.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Recent Developments:

In August 2023, Twitter announced its rebranding into X in a move to create an everything app with unlimited interactivity. It will encompass social updates plus payments, banking, and more.

In August 2023, Microsoft Corporation announced Performance Max (PMAX), a new campaign type that perfects creative and targeting combinations through automation. This is now in open beta for all advertisers across the globe.

In February 2023, (AOL) Yahoo Inc. partnered with Toyota Crown to create an immersive and innovative digital experience. They developed a multi-level campaign strategy to inform, engage, and excite consumers about the new premium sedan using augmented reality (AR).

Key Questions Answered in This Report

  • 1. What was the size of the global online advertising market in 2023?
  • 2. What is the expected growth rate of the global online advertising market during 2024-2032?
  • 3. What are the key factors driving the global online advertising market?
  • 4. What has been the impact of COVID-19 on the global online advertising market?
  • 5. What is the breakup of the global online advertising market based on the type?
  • 6. What are the key regions in the global online advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Introduction

  • 3.1 Overview
  • 3.2 Executive Summary
  • 3.3 Key Industry Trends

4 Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Performance of Various Segments
  • 4.3 Performance of Various Regions
  • 4.4 Key Players and their Market Shares
  • 4.5 Market Forecast

5 Global Online Advertising Market

  • 5.1 Market Overview
  • 5.2 Current and Historical Market Trends
  • 5.3 Impact of COVID-19
  • 5.4 Market Breakup by Type
  • 5.5 Performance of Various Regions
    • 5.5.1 North America
      • 5.5.1.1 Current and Historical Market Trends
      • 5.5.1.2 Market Forecast
    • 5.5.2 Asia Pacific
      • 5.5.2.1 Current and Historical Market Trends
      • 5.5.2.2 Market Forecast
    • 5.5.3 Western Europe
      • 5.5.3.1 Current and Historical Market Trends
      • 5.5.3.2 Market Forecast
    • 5.5.4 Eastern Europe
      • 5.5.4.1 Current and Historical Market Trends
      • 5.5.4.2 Market Forecast
    • 5.5.5 Latin America
      • 5.5.5.1 Current and Historical Market Trends
      • 5.5.5.2 Market Forecast
    • 5.5.6 Middle East and Africa
      • 5.5.6.1 Current and Historical Market Trends
      • 5.5.6.2 Market Forecast
  • 5.6 Market Performance by Type
    • 5.6.1 Search Advertising Market
      • 5.6.1.1 Current and Historical Market Trends
      • 5.6.1.2 Market Forecast
    • 5.6.2 Display Advertising Market
      • 5.6.2.1 Current and Historical Market Trends
      • 5.6.2.2 Market Forecast
    • 5.6.3 Classified Advertising Market
      • 5.6.3.1 Current and Historical Market Trends
      • 5.6.3.2 Market Forecast
    • 5.6.4 Video Advertising Market
      • 5.6.4.1 Current and Historical Market Trends
      • 5.6.4.2 Market Forecast
    • 5.6.5 Others (Lead Generation, Rich Media, etc.)
      • 5.6.5.1 Current and Historical Market Trends
      • 5.6.5.2 Market Forecast
  • 5.7 Market Breakup by Industry
  • 5.8 Most Visited Websites on the Internet
  • 5.9 Market Forecast
  • 5.10 Online Advertising Pricing Models
  • 5.11 SWOT Analysis
    • 5.11.1 Overview
    • 5.11.2 Strengths
    • 5.11.3 Weaknesses
    • 5.11.4 Opportunities
    • 5.11.5 Threats
  • 5.12 Value Chain Analysis
    • 5.12.1 Research
    • 5.12.2 Content Development
    • 5.12.3 Advertising Agencies
    • 5.12.4 Online Advertising Media
    • 5.12.5 Audience
  • 5.13 Porters Five Forces Analysis
    • 5.13.1 Bargaining Power of Suppliers
    • 5.13.2 Bargaining Power of Buyers
    • 5.13.3 Threat of Substitutes
    • 5.13.4 Competitive Rivalry
    • 5.13.5 Threat of New Entrants
  • 5.14 Key Challenges

6 Global Online Advertising Market: Competitive Landscape

  • 6.1 Market Structure
  • 6.2 Profiles of Leading Players

List of Figures

  • Figure 1: Global: Online Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2023
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018-2023
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2023
  • Figure 6: Global: Advertising Market: Share of Key Players (in %), 2023
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
  • Figure 10: Global: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 11: Global: Online Advertising Market: Breakup by Segment (in %), 2023
  • Figure 12: Global: Online Advertising Market: Sales Value Breakup by Type (in %), 2023 and 2032
  • Figure 13: Global: Online Advertising Market: Regional Breakup by Value (in Billion US$), 2023 and 2032
  • Figure 14: Global: Online Advertising Market: Regional Breakup (in %), 2023 and 2032
  • Figure 15: North America: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 16: North America: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 17: Asia Pacific: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 18: Asia Pacific: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 19: Western Europe: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 20: Western Europe: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 21: Eastern Europe: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 22: Eastern Europe: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 23: Latin America: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 24: Latin America: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 25: Middle East and Africa: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 26: Middle East and Africa: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 27: Global: Search Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 28: Global: Search Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 29: Global: Display Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 30: Global: Display Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 31: Global: Classified Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 32: Global: Classified Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 33: Global: Video Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 34: Global: Video Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 35: Global: Other Online (Lead Generation, Rich Media, etc.) Advertising Markets: Sales Value (in Billion US$), 2018-2023
  • Figure 36: Global: Other Online (Lead Generation, Rich Media, etc.) Advertising Markets Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 37: Global: Online Advertising Market: Breakup by Industry (in %), 2023
  • Figure 38: Global: Online Advertising Market: Most Visited Websites
  • Figure 39: Global: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 40: Global: Online Advertising Industry: SWOT Analysis
  • Figure 41: Global: Online Advertising Industry: Value Chain Analysis
  • Figure 42: Global: Online Advertising Industry: Porter's Five Forces Analysis

List of Tables

  • Table 1: Global: Advertising Market: Key Industry Highlights, 2023 and 2032
  • Table 2: Global: Advertising Market: Performance of Various Segments (in Billion US$), 2018-2023
  • Table 3: Global: Advertising Market Forecast: Performance of Various Segments (in Billion US$), 2024-2032
  • Table 4: Global: Online Advertising Market: Key Industry Highlights, 2023 and 2032
  • Table 5: Global: Online Advertising Market Forecast: Breakup by Region (in Billion US$), 2024-2032
  • Table 6: Global: Online Advertising Market Forecast: Breakup by Type (in Billion US$), 2024-2032