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市场调查报告书
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1630312

广告服务：市场占有率分析、产业趋势/统计、成长预测（2025-2030）

Advertising Services - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 133 Pages | 商品交期: 2-3个工作天内

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简介目录

广告服务市场预计在预测期内复合年增长率为 16%

广告服务-市场-IMG1

主要亮点

  • 网路的快速发展以及新兴经济体网路用户数量不断增加导致商业用途的扩大等技术发展，透过各种广告模式塑造了广告服务的演变。更容易使用电脑导致智慧型手机的使用增加，世界各地的现代化使人们有机会更频繁、更方便地使用网路。
  • 对社群媒体广告服务不断增长的需求可协助您利用最具成本效益和针对性的广告形式，并在社群媒体上产生即时效果。社交网路是最受欢迎的线上活动之一。根据活跃使用情况，Facebook 是最受欢迎的线上网路之一。 Facebook（Meta）数据显示，截至 2021 年第四季的每月有效用户数约为 29.1 亿。截至 2021 年 10 月，印度拥有最多的 Facebook 用户数量，约 3.5 亿，其次是美国，约 1.93 亿。
  • 此外，随着网路时代的到来，数位广告公司的随选服务不断扩大，消费者的兴趣也从传统媒体格式转向更数位化的格式。透过线上平台的广告已成为一个强大的行业。由于新公司和新技术的涌入，广告成本不断增加。
  • Facebook 表示，其约 15 亿日有效用户每天在该平台上平均花费 41 分钟，使其成为所有社群媒体平台中最大、参与度最高的用户群之一。为了有效地透过用户收益，该公司为广告商建立了最好的定位工具和最具成本效益的广告。由于品牌和代理商担心自然覆盖率下降，Instagram 等平台继续扩大其广告产品，包括 Instagram 浏览器页面上的付费展示位置。这有效地增加了可销售的广告量。
  • 此外，世界各个新兴经济体中行动电话用户数量的增加预计将增加对线上广告服务的需求。据爱立信称，全球约有 60 亿智慧型手机用户。预计未来几年销售量将增加数亿台，2027年将达到76亿台。智慧型手机用户数量最多的国家包括中国、印度和美国。
  • 此外，6秒广告格式在各种社群媒体平台上变得越来越流行。广告研究基金会的一项新研究表明，电视上 6 秒的短广告每秒比较长的广告获得的关注度高 8% 到 11%。
  • 2022 年 5 月，Microsoft Advertising 将扩展到拉丁美洲和亚太地区的 32 个新国家。就在几个月前，该公司宣布在欧洲和非洲推出 29 个新市场，标誌着该公司今年全球扩张的第一阶段。第二阶段在世界上的存在更加重要。这是一种重要的方法，可以让广告主从 Workday 消费者独特社群的扩大覆盖范围中受益。
  • 虽然 COVID-19 大流行可能会在短期内减少广告支出，但它可能会导致公司在未来探索广告和行销领域的未知领域。即使在封锁期间，许多组织也试图使用线上广告和行销工具来吸引受众。由于后 COVID-19 消费者都待在室内并上网，行销策略的模式转移已成为小型企业和大型企业的必须。

广告服务市场趋势

零售业预计将占据较大市场份额

  • 随着网路平台的采用和电子商务时代的到来，零售业的广告成本正在迅速增加。此外，随着越来越多的人使用行动电话浏览网路并享受基于互联网的购物服务，电子商务和行动商务趋势的兴起将进一步推动行动平台上的网路广告的成长。
  • 零售业出现了各种发展，包括公司的扩张活动和合作伙伴关係。例如，2022 年 2 月，Criteo SA 宣布与北美艺术品和工艺品零售商 Michaels 建立零售媒体广告伙伴关係。此次合作将使 Michaels 能够透过一系列解决方案和功能（包括赞助产品、展示和异地广告）来扩展其零售媒体计划。
  • 此外，Albertsons 于 2021 年 11 月推出了零售媒体网络，为 CPG 公司开发数位广告和其他品牌内容。 Albertsons Media Collective 将由 Christy Argilan 领导，并将于 2022 年 2 月启动广告宣传。
  • 零售业的主要企业正致力于透过在不同地区开设更多商店来扩大其足迹，从而扩大其市场机会。 2022 年 9 月 Costco 继续扩张，计划在未来几个月内开设至少 11 家新店，从 2022 年 5 月的犹他州 Riverton 到 2022 年 8 月的韩国庆尚南道金海市。 （好市多已经在海外拥有大量业务）。
  • 此外，阳狮集团于 2021 年 7 月宣布收购 CitrusAd，这是一个软体即服务 (SaaS) 平台，可直接在零售商网站内优化品牌行销绩效。

北美预计将占据很大份额

  • 随着智慧型手机和网路的普及以及消费者越来越多地在线购买商品和服务，北美的广告支出正在迅速增长。
  • 这鼓励广告商进行多样化和严格的宣传活动，预计将在预测期内推动全部区域的市场成长。此外，由于许多公司仅透过行动应用程式运营，因此公司正在重新定义其行销策略并在线上推广其产品和服务。
  • 广告支出向数位媒体的转变继续推动该地区的变化，数位广告，特别是搜寻、社交和行动广告收入超过了电视广告收入。在国内，媒体和娱乐支出持续增加。
  • 该地区是许多世界主要零售商的所在地，包括沃尔玛、好市多和亚马逊。这些公司的大部分销售额都产生于国内市场，使其成为美国零售业的主导力量。特别是，由于美国电子商务的成长，亚马逊的收益正在以极高的水平增长。
  • 美国零售业在广告支出总额中占很大比例。因此，广告支出的增加预计将推动广告服务市场的需求。根据美国人口普查局统计，截至2021年终，全国零售总额达约6.6兆美元，比前一年增加约10亿美元。
  • 该地区很少有参与企业专注于在全球范围内扩展服务，帮助提高市场能力。例如，2022 年 5 月，总部位于旧金山的 Instacart 宣布计划将广告业务扩展到海外。 Instacart Ads 现已在加拿大推出，让 CPG 品牌和媒体机构能够在加拿大消费者搜寻和发现产品时与他们互动。
  • 2022 年 8 月，微软在其部落格上宣布了九项新升级。新增了新的汽车广告、垂直广告和其他功能。在北美和欧洲进行测试后，广告将在未来几週内向亚太地区和拉丁美洲的行销人员推出。

广告服务业概况

广告服务市场竞争适中，由多家大公司组成。目前，参与企业在市场占有率方面占据市场主导地位。然而，随着各种广告服务的进步，新参与企业正在透过与国际参与企业合作扩大其在新兴经济体的业务基础来增加其在市场上的影响力。

  • 2022 年 6 月 - Walmart Connect 是美国领先零售商的闭合迴路全通路媒体业务，使广告主能够透过沃尔玛网站和应用程式、店内和网路接触沃尔玛消费者。联盟。此次合作是 Walmart Connect 与代理商控股公司的首次合作。
  • 2022 年 2 月 - WPP 与 Instacart 签署协议，让客户能够抢先体验该线上杂货平台的最新广告格式。 WPP 和 Instacart 将共同开发 Instacart 广告代理商认证计划，帮助代理商人才掌握平台的应用程式和产品。
  • 2021 年 9 月 - Roku, Inc. 宣布在其加拿大电视广告产品中新增 OneView 广告平台。 OneView 利用 Roku 串流平台的电视辨识资料，为广告主提供跨电视串流、桌面和行动宣传活动的广告管理自助服务平台。 IPG 附属机构 Matterkind 被任命为 Roku 的首个加拿大 OneView宣传活动合作伙伴。

其他好处

  • Excel 格式的市场预测 (ME) 表
  • 3 个月分析师支持

目录

第一章简介

  • 调查先决条件
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场动态

  • 市场概况
  • 市场驱动因素
    • 对社群媒体参与的需求不断增长
    • 需求从传统管道转向数位管道
  • 市场限制因素
    • 透过提高品牌价值实现营运相容性
  • 产业吸引力－波特五力分析
    • 新进入者的威胁
    • 买家/消费者的议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度

第五章市场区隔

  • 按平台
    • 在线的
    • 离线
  • 按服务管道
    • 社群媒体发布
    • 广播电台商业广告
    • 电视广告
    • 直邮
    • 印刷媒体
    • 其他的
  • 按最终用户产业
    • 零售
    • 电子商务
    • 旅游/旅游
    • 媒体与娱乐
    • 其他的
  • 地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 拉丁美洲
    • 中东/非洲

第六章 竞争状况

  • 公司简介
    • WPP Plc（Ogilvy, Y&R, Grey）
    • The Interpublic Group of Companies Inc.（McCann Worldgroup, MullenLowe US）
    • Omnicom Group Inc（BBDO, DDB Worldwide）
    • Dentsu Aegis Network Ltd.（Dentsu Inc.）
    • MDC Partners Inc.
    • Lamar Advertising Company（Lamar Media Corp.）
    • Publicis Groupe SA
    • Wieden+Kennedy Inc
    • Havas SA
    • Droga5 LLC

第七章 投资分析

第八章 市场机会及未来趋势

简介目录
Product Code: 67330

The Advertising Services Market is expected to register a CAGR of 16% during the forecast period.

Advertising Services - Market - IMG1

Key Highlights

  • Technological developments in regard to the rapid growth of the internet combined with its increasing commercial use due to the growing number of Internet users across emerging economies have shaped the evolution of advertising services through different Modes of advertising. Easier access to a computer increased the utilization of smartphones, and the modernization of countries around the world gave people the opportunity to use the internet more frequently and with more convenience.
  • The growing demand for social media advertising services helps generate immediate results on social media, thereby leveraging the most cost-effective and targeted form of advertising available. Social networking is one of the most popular online activities. Facebook is one of the most popular online networks based on active usage. According to Facebook (Meta), there were around 2.91 billion monthly active users as of Q4 2021. As of October 2021, Facebook's audience base was highest in India, with almost 350 million users, followed by the United States, with approximately 193 million users.
  • Furthermore, there are growing on-demand services from digital advertising agencies with the rise of the Internet era, which has led to a divergence of consumer attention away from traditional forms of media toward more digital formats. Advertising via online platforms has emerged as a powerful industry. Ad spending is still on the rise owing to the influx of new companies and technologies.
  • With almost 1.5 billion daily active users who spend an average of 41 minutes on the platform every day, Facebook stated that it has one of the largest and most engaged user bases out of all the social media platforms. To effectively monetize its audience, the company built the best targeting tools and the most cost-effective ads for advertisers. As brands and agencies worry about declining organic reach, platforms such as Instagram have continued to expand their ad offerings to include paid placement on the Instagram Explore page. This effectively increased the volume of ads they could sell.
  • Additionally, the increasing number of mobile phone users across various emerging economies in the world is expected to drive the demand for online-based advertisement services. According to Ericsson, the number of smartphone subscriptions worldwide is around six billion. It is expected to grow further by several hundred million in the next few years, reaching 7.6 billion by 2027. The countries with the highest smartphone users include China, India, and the United States.
  • Moreover, a 6-second ad format is increasingly gaining popularity on various social media platforms. According to new research by the Advertising Research Foundation, short-form, six-second ads on TV capture 8% to 11% more attention per second than longer ads.
  • In May 2022, Microsoft Advertising expanded into 32 new countries in Latin America (LATAM) and Asia Pacific (APAC). This advertising opportunity comes just a few months after they announced the debut of 29 new markets in Europe and Africa, marking the first phase of their global expansion this year. This second phase delivers even more significant growth in the worldwide presence. It is a critical approach in which we enable advertisers to benefit from the expanded reach of a unique community of Workday Consumers.
  • The COVID-19 pandemic might have reduced the ad spending in the short term, but it would make companies look into unexplored areas of ads and marketing in the future. Even during the lockdown, many organizations tried to reach their audience using online ads and marketing tools. The post-COVID-19 consumer is indoors and available online, making the paradigm shift in marketing strategy a must for small and big businesses.

Advertising Services Market Trends

Retail Segment is Expected to Have Significant Share in the Market

  • Advertising spending in the retail industry has been increasing rapidly with the introduction of online platforms and the eCommerce era. Moreover, the rise in the trend of e-commerce and m-commerce further propelled the growth in internet advertising on the mobile platform as more people use their mobile phones to browse the internet and enjoy internet-based shopping services.
  • There have been various developments by companies in the retail industry, such as expansion activities and partnerships. For instance, in February 2022, Criteo SA announced a retail media advertising partnership with Michaels, a specialty arts and crafts retailer in North America. The partnership authorizes Michaels to scale its retail media program with a full suite of solutions and capabilities, including sponsored products, display, and off-site advertising.
  • Moreover, In November 2021, Albertsons launched its retail media network to develop digital ads and other branded content for CPG companies. The Albertsons Media Collective will be led by Kristi Argyilan and will begin running ad campaigns in February 2022.
  • The key players in the Retail Industry are focusing on expanding their footprints by increasing their stores across various regions, also resulting in increasing the market opportunities. In September 2022, Costco is expanding, with at least 11 additional shops set to open in the next months, ranging from Riverton, Utah, in May 2022 to Gimhae, South Gyeongsang Province, South Korea, in August 2022. (Costco already has a large international presence.)
  • Moreover, In July 2021, Publicis Groupe announced the acquisition of CitrusAd, a software as a service (SaaS) platform optimizing brands' marketing performances directly within retailer websites.

North America is Expected to Hold Significant Share

  • The advertising spending in the North America region is increasing rapidly, owing to the ascending smartphone and internet penetration and consumers' willingness to purchase goods and services online.
  • It is encouraging advertisers to run diverse and rigorous campaigns, that is expected to drive market growth across the region over the forecast period. Moreover, with the plethora of companies having their operation solely based on mobile applications, the companies are redefining their marketing strategies and online promotion of their products and services.
  • The migration of ad spending to digital media continued to drive change in the region, especially from digital ads, including search, social, and mobile, which has surpassed TV ad revenue. There is a continual increase in the expenditure on media and entertainment in the country.
  • The region is home to many of the leading retail companies in the world, including Walmart, Costco, and Amazon. Most of these companies' sales are generated within their domestic market, and as such, they are the dominating players within the American retail industry as well. Amazon, in particular, hasseen extreme levels of growth in revenue in tandem with the increase of e-commerce in United States.
  • The retail industry in the United states has a higher percentage of total spend on advertising. Therefore, the rise in advertisement spending is predicted to fuel the demand for the advertising services market. According to the US Census Bureau, by the end of 2021, total retail sales in the country reached approximately USD 6.6 trillion, around USD one billion increase from the year before.
  • Few players in this region focus on expanding their services globally, which assists them in increasing their market capability. For instance, In May 2022, Based in San Francisco, Instacart announced plans to expand its advertising business abroad. Instacart Ads is now available in Canada, allowing CPG brands and media agencies to engage with Canadian consumers as they search and discover products.
  • In August 2022, Microsoft announced nine new upgrades on its blog. New Automotive Ads, vertical-based ads, and other features have been added. Following a test in North America and Europe, the ads will be made available to marketers in the Asia Pacific and Latin America in the following weeks.

Advertising Services Industry Overview

The advertising services market is moderately competitive and consists of several significant players. Some of the players currently dominate the market in terms of market share. However, with the advancement in various advertisement services, new players are increasing their market presence, collaborating with international players to expand their business footprint across emerging economies.

  • June 2022 - Walmart Connect, America's prominent retailer's closed-loop omnichannel media business that allows advertisers to reach Walmart shoppers on Walmart's site and app, across its physical locations, and across the web, announced a strategic partnership with Omnicom Media Group, the media services division of Omnicom Group Inc. The collaboration is the first of its kind between Walmart Connect and an agency holding firm.
  • February 2022 - WPP entered an agreement with Instacart that provides clients early access to the online grocery platform's latest ad formats. WPP and Instacart co-developed an Instacart Ads agency certification program to ensure the agency workforce is up to snuff navigating the platform's app and products.
  • September 2021 - Roku, Inc. announced the addition of the OneView advertising platform to its Canadian TV advertising offering. OneView offers advertisers a self-service platform for managing advertising across TV streaming, desktop, and mobile campaigns, leveraging TV identification data from the Roku streaming platform. Matterkind, an IPG affiliate company, was named Roku's first Canadian OneView campaign partner.

Additional Benefits:

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

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Growing Demand of the Social Media Engagement
    • 4.2.2 Shifting Demand from Traditional to Digital Channels
  • 4.3 Market Restraints
    • 4.3.1 Operational Compatibility Due to Growing Brand Value
  • 4.4 Industry Attractiveness - Porter's Five Force Analysis
    • 4.4.1 Threat of New Entrants
    • 4.4.2 Bargaining Power of Buyers/Consumers
    • 4.4.3 Bargaining Power of Suppliers
    • 4.4.4 Threat of Substitute Products
    • 4.4.5 Intensity of Competitive Rivalry

5 MARKET SEGMENTATION

  • 5.1 By Platform
    • 5.1.1 Online
    • 5.1.2 Offline
  • 5.2 By Channel of Service
    • 5.2.1 Social Media Publishing
    • 5.2.2 Radio Commercials
    • 5.2.3 TV Ads
    • 5.2.4 Direct Mail
    • 5.2.5 Print Media
    • 5.2.6 Other Types
  • 5.3 By End-user Industry
    • 5.3.1 Retail
    • 5.3.2 Ecommerce
    • 5.3.3 Travel & Tourism
    • 5.3.4 Media & Entertainment
    • 5.3.5 Other End-user Industry
  • 5.4 Geography
    • 5.4.1 North America
    • 5.4.2 Europe
    • 5.4.3 Asia-Pacific
    • 5.4.4 Latin America
    • 5.4.5 Middle East & Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 WPP Plc (Ogilvy, Y&R, Grey)
    • 6.1.2 The Interpublic Group of Companies Inc. (McCann Worldgroup, MullenLowe U.S.)
    • 6.1.3 Omnicom Group Inc (BBDO, DDB Worldwide)
    • 6.1.4 Dentsu Aegis Network Ltd. (Dentsu Inc.)
    • 6.1.5 MDC Partners Inc.
    • 6.1.6 Lamar Advertising Company (Lamar Media Corp.)
    • 6.1.7 Publicis Groupe SA
    • 6.1.8 Wieden + Kennedy Inc
    • 6.1.9 Havas SA
    • 6.1.10 Droga5 LLC

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS