市场调查报告书
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1497638
Adtech 市场:按产品、广告类型、广告媒体、配置模式、产业划分 - 2024-2030 年全球预测AdTech Market by Offering (Services, Solutions), Advertising Type (Display Advertising, Email Advertising, Mobile Advertising), Advertising Media, Deployment Mode, Vertical - Global Forecast 2024-2030 |
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预计2023年Adtech市场规模为5,603.8亿美元,2024年将达6,353.5亿美元,2030年将达1,3,247.2亿美元,复合年增长率为13.07%。
Adtech(广告技术)是指使用旨在自动化、最佳化和增强规划、创建、执行和分析广告宣传所涉及的各种流程的技术工具、平台和解决方案。它包括各种数位工具和策略,可改善各种线上管道的广告定位、投放和成效。 Adtech 整合了人工智慧、资料分析、机器学习和自动化等先进技术,使广告更有效率、资料驱动且可衡量。主要目标是为目标受众提供更相关和个人化的广告体验,同时最大化广告主的投资收益。由于人工智慧融合在广告技术中的快速采用以及智慧型手机越来越多地使用来推动行动优化和应用程式内广告,广告技术市场正在经历显着增长。此外,中小企业和大公司利用社群媒体进行推广的趋势也正在推动市场成长。然而,严格的隐私法规、安全问题以及广告拦截规避解决方案的存在限制了数位广告的覆盖范围,这给广告科技市场带来了挑战。同时,整个广告产业的新兴技术和市场开拓,以及网路多媒体内容的快速成长,正在为广告科技市场创造未来的成长机会。
主要市场统计 | |
---|---|
基准年[2023] | 5603.8亿美元 |
预测年份 [2024] | 6353.5亿美元 |
预测年份 [2030] | 1,324,720 百万美元 |
复合年增长率(%) | 13.07% |
区域洞察
在以北美为中心的美洲地区,随着智慧型手机普及的提高以及广告商专注于优化行动平台的宣传活动以吸引行动用户,行动广告支出正在增加。 CEIC数据显示,美国行动用户数将从2021年的361,664,000增加到2022年的372,682,000。
在美洲,程式化广告很突出,因为自动化、资料主导的广告购买和销售是一种主要趋势。严格的资料隐私法规继续影响广告技术实践,尤其是在欧洲,广告商和技术提供者调整其策略以遵守《一般资料保护规范》(GDPR) 等法律。在中东,广告科技市场是由数位转型的发展和上网人口的成长所推动的。在非洲,南非、肯亚和奈及利亚等国家对程式化广告和以行动为中心的解决方案的兴趣日益浓厚。但中东和非洲的情况有所不同,存在部分地区网路存取受限等挑战。亚太地区广告科技市场的特点是技术的快速采用,特别是在行动广告、数位行销和电子商务领域。由于亚太地区的语言和文化多样性,在地化策略非常重要。在线上消费普及的推动下,影片广告在该地区尤为突出。
FPNV定位矩阵
FPNV 定位矩阵对于评估供应商在 AdTech 市场的定位至关重要。此矩阵提供了对供应商的全面评估,并检查了与商务策略和产品满意度相关的关键指标。这种详细的评估使用户能够根据自己的要求做出明智的决定。根据评估结果,供应商被分为代表其成功程度的四个像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市场占有率分析
市场占有率分析是一种综合工具,可对广告科技市场中供应商的现状进行深入而详细的评估。透过仔细比较和分析供应商的贡献,您可以更深入地了解每个供应商的绩效以及他们在争夺市场占有率时面临的挑战。这些贡献包括整体收益、客户群和其他重要指标。此外,该分析还提供了对该行业竞争性质的宝贵见解,包括在研究基准年期间观察到的累积、分散主导地位和合併特征等因素。有了这些详细信息,供应商可以做出更明智的决策并製定有效的策略,以在市场竞争中保持领先地位。
策略分析与建议
策略分析对于寻求在全球市场站稳脚跟的组织至关重要。对广告科技市场当前地位的全面评估使公司能够做出符合其长期愿望的明智决策。此关键评估涉及对组织的资源、能力和整体绩效进行彻底分析,以确定核心优势和需要改进的领域。
[191 Pages Report] The AdTech Market size was estimated at USD 560.38 billion in 2023 and expected to reach USD 635.35 billion in 2024, at a CAGR 13.07% to reach USD 1,324.72 billion by 2030.
AdTech, or Advertising Technology, directs the use of technological tools, platforms, and solutions designed to automate, optimize, and enhance the various processes involved in the planning, creation, execution, and analysis of advertising campaigns. It contains various digital tools and strategies to improve advertisements' targeting, delivery, and performance across different online channels. AdTech involves the integration of advanced technologies, including artificial intelligence, data analytics, machine learning, and automation, to make advertising more efficient, data-driven, and measurable. The primary goal is to deliver more relevant and personalized advertising experiences to target audiences while maximizing the return on investment for advertisers. The AdTech market has experienced significant growth driven by the surge in adoption of AI Converging in Adtech and increasing utilization of smartphones for greater mobile optimization and in-app advertising. This upward growth of the market is then supported by a rise in the trend among small and large businesses to use social media promotions. However, stringent privacy regulations, security concerns, and the presence of Ad-blocking bypass solutions pose a challenge to the AdTech market by limiting the reach of digital advertising. On the other hand, emerging technologies and developments across advertising industries and the rapid growth of multimedia content on the internet create an opportunity for the AdTech market to grow in the coming years.
KEY MARKET STATISTICS | |
---|---|
Base Year [2023] | USD 560.38 billion |
Estimated Year [2024] | USD 635.35 billion |
Forecast Year [2030] | USD 1,324.72 billion |
CAGR (%) | 13.07% |
Regional Insights
The Americas region, particularly North America, has witnessed a rise in mobile advertising spending as smartphone penetration increased, and advertisers are focusing on optimizing campaigns for mobile platforms to reach users on the go. According to CEIC Data, in 2022, in the U.S., the number of mobile subscribers was 372,682,000, from 361,664,000 in 2021.
Programmatic advertising is prominent in the AdTech landscape in the Americas as automated data-driven ad buying and selling is a significant trend in the region. Stringent data privacy regulations, particularly in Europe, continued to shape AdTech practices, and advertisers and technology providers adapted strategies to comply with laws such as the General Data Protection Regulation (GDPR). In the Middle East, the AdTech market is driven by increasing digital transformation and a growing online population. In Africa, countries including South Africa, Kenya, and Nigeria are witnessing increased interest in programmatic advertising and mobile-centric solutions. However, in the Middle East and Africa, challenges such as limited internet access in some areas contribute to a varied landscape. The APAc AdTech market is characterized by rapid technological adoption, particularly in mobile advertising, digital marketing, and eCommerce. Localized strategies are crucial in APAC due to linguistic and cultural diversity. Video advertising is prominent in the region, fueled by the popularity of online consumption.
Market Insights
The market dynamics represent an ever-changing landscape of the AdTech Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.
FPNV Positioning Matrix
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the AdTech Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the AdTech Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Recent Developments
Ad-tech Company Affinity Acquires German Consumer Engagement Platform
Affinity, a multinational ad-tech company, completed the acquisition of Opinary GmbH, a consumer engagement media tech company based in Berlin. The acquisition aimed to mark Affinity's foray into the European market and deliver exceptional value to clients across the globe. [Published On: 2023-07-24]
Adtech Platform Anantadi Secures Undisclosed Seed Funding
Anantadi, an AdTech platform, secured seed funding in the context of digital marketing campaigns. The platform is dedicated to offering user-friendly solutions for such campaigns. The seed funding has been provided by Accel, along with angel investors from both the US and India. The funds will be utilized to develop new features and expand the team, ensuring the growth and advancement of the platform. [Published On: 2023-06-21]
Y&A Transformation to Officially Launch Channel Factory at Ad: Tech New Delhi
Ya! Transformation announced the launch of the Channel Factory at AdTech New Delhi. This launch aims to leverage data and advanced technology to enhance the effectiveness of digital advertising. The event will offer valuable opportunities for both established industry players and newcomers to gain insights into the latest tools and innovations in AdTech. [Published On: 2023-03-14]
Strategy Analysis & Recommendation
The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the AdTech Market. This critical assessment involves a thorough analysis of the organization's resources, capabilities, and overall performance to identify its core strengths and areas for improvement.
Key Company Profiles
The report delves into recent significant developments in the AdTech Market, highlighting leading vendors and their innovative profiles. These include Adform A/S, Adobe Inc., Affle International Pte Ltd., Amazon.com, Inc., Basis Global Technologies, Inc., Celtra Inc., Criteo SA, Demandbase Inc., DoubleVerify, Inc., Google LLC, InMobi Technology Services Private Limited, Innovid, LLC, Magnite, Inc., Mediaocean LLC, Meta Platforms, Inc., Microsoft Corporation, NextRoll Inc., Nexxen Group, Nickelytics, Oracle Corporation,, Quantcast International Limited, Smart AdServer SAS, Trade Desk, Inc., and Zeta Global Corp..
Market Segmentation & Coverage