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市场调查报告书
商品编码
1635420

中东和非洲的程序化广告：市场占有率分析、行业趋势和统计、成长预测（2025-2030）

Middle East and Africa Programmatic Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3个工作天内

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简介目录

中东和非洲程序化广告市场预计在预测期内复合年增长率为7.89%

中东和非洲程序化广告-市场-IMG1

主要亮点

  • 程序化广告是一种高度自动化的广告形式，可以得到最佳利用。程序化广告的优点之一是使用者可以使用机器和产品买卖网路广告库存，从而推动市场成长。
  • 程序化保证是该地区程序化广告成长的关键因素之一，因为它有效地取代了品牌宣传活动中经常使用的优质库存部分涉及的手动执行流程。该地区的主要广告商正在扩大程序化保证服务，以扩大广告规模并提高效果。
  • 此外，随着数位隐私实践的变化，各机构越来越多地采用上下文定位实践来增加市场占有率。此外，该地区的新监管法律引发了人们对个人资料保护的担忧，各公司正在采取更积极主动的方式进行内容行销。
  • 此外，随着数位化的进步，客户越来越意识到资料收集和隐私。人们对收集和利用消费者资料的认识不断增强，限制了程序化广告市场的成长。
  • COVID-19 大流行对中东和北非地区的程序化广告市场产生了积极影响，在该地区实施全球封锁后，欧洲公司和组织纷纷转向数位广告方法。

中东和非洲程序化广告市场趋势

数位广告的采用率增加

  • 随着数位化的发展，出版商正在利用资料和技术的结合，在正确的时间吸引正确的受众。如今，程序化广告发布商可以存取买家资料，提供有关他们的需求和宣传活动绩效的重要见解，并实现最佳化。
  • 数位广告的激增对媒体购买者产生了重大影响，代理商利用高品质的用户资料进行创新规划和产生微型目标广告。程序化广告中使用的技术可以放大品牌宣传活动。
  • 广告主、媒体代理商和媒体所有者可以利用可用资料和受众将资料与宣传活动目标相匹配，使用受众资料来激发创造力，并使用宣传活动资料来优化宣传活动绩效，从而获得洞察并做出决策。
  • 广告主正在利用更复杂的受众建立工具，例如寻找资料属性的受众发现演算法、相似定位以及基于任何资料讯号的即时受众建立，从而扩大了 Tprogrammatic 广告市场。

行动程序化广告正在推动市场成长

  • 行动程序化广告是指购买、销售和展示行动广告的自动化过程。行动广告包括行动横幅广告、行动影片广告、行动原生广告等。
  • 随着该地区的行动普及率提高，行动程式化广告变得越来越流行，因为行动装置提供了各种资料讯号，使广告能够即时传送给正确的用户，并提供相关内容，预计这种情况还会增加。
  • 行动程式化广告提供精确的定位，使广告主能够即时接触特定受众，并使用特定指标和人口统计资料将他们引导到正确的受众。
  • 该地区程序化广告商的客户要求按效果付费，包括投资回报率和广告支出回报。此外，透过行动应用程式增加的客户参与正在推动该地区对行动程式化广告的需求。

中东和非洲程序化广告产业概况

中东和非洲的程序化广告市场竞争温和。该市场似乎适度集中，参与企业采取了合併、收购和服务创新等关键策略。主要参与企业包括 Tonic International、Mars Media Group、Exclusive Digital 和 Xaxis。

  • 2022年8月－华为程式化广告平台Huawei Ads针对中东和非洲（Middle East and Africa）的行销人员推出了两项新的每月奖励计画。这些计划为平均流量超过500万的合作伙伴提供奖励，例如在2023年终额外获得华为广告收益收益的10%。根据第二项倡议，截至 2022 年 12 月 31 日，排名前 10% 的高绩效合作伙伴将获得其行销策略 10% 的收益。
  • 2022 年 6 月 - InMobi 宣布扩大与 Microsoft Advertising的伙伴关係，以支援中东和非洲的企业和策略广告商。 InMobi 为负责人提供了一个整合解决方案，该解决方案利用了 Microsoft Advertising 的搜寻和本机显示功能以及 InMobi 广告平台的行动广告科技功能。

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

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

  • 市场概况
  • 产业相关人员分析
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 买家/消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度
  • COVID-19 对中东和非洲程序化广告市场的影响

第五章市场动态

  • 市场驱动因素
    • 数位媒体广告的成长
    • 在程序化广告中利用资料
  • 市场问题
    • 程序化广告缺乏熟练人才

第六章 市场细分

  • 按交易平台
    • 即时竞价(RTB)
    • 私人市场有保障
    • 自动保证
    • 固定利率
  • 透过广告媒体
    • 数字显示
    • 行动显示器
  • 按公司规模
    • 小型企业
    • 大公司

第七章 竞争格局

  • 公司简介
    • Tonic International
    • Mars Media Group
    • Executive Digital
    • Boopin
    • Xaxis
    • Google
    • Amazon
    • Gamned!
    • InMobi

第八章投资分析

第九章 市场未来展望

简介目录
Product Code: 91741

The Middle East and Africa Programmatic Advertising Market is expected to register a CAGR of 7.89% during the forecast period.

Middle East and Africa Programmatic Advertising - Market - IMG1

Key Highlights

  • Programmatic Advertising is a highly automated form of advertising that makes the best use. One of the advantages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which propels market growth.
  • Programmatic guaranteed is one of the major drivers for the growth of programmatic advertisements in the region as it effectively replaces the manual execution processes involved in the premium inventory segment that is regularly used by brand campaigns. Major regional advertisers are expanding their Programmatic Guaranteed offerings to scale their advertising further and increase their performance.
  • Further, with changes to digital privacy practices, contextual targeting practices are increasing in adoption by agencies to increase their market share. Also, with the implementation of new regulatory laws in the region, concern over personal data protection has increased, and companies have started taking aggressive approaches in content marketing.
  • Also, with increasing digitalization, customers are becoming increasingly aware of data collection and privacy. This increasing awareness of the collection and utilization of consumer data is restricting the growth of the Programmatic advertising market.
  • The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in the Middle East and Afric region as businesses and organizations in Europe are swticihng to digital advertising methoda in the wake of global lockdown imposed in the region.

MEA Programmatic Advertising Market Trends

Increase in adoption of Digital Advertising

  • With the rising digitalization, publishers are utilizing a combination of data and technology to reach out to the right customer base at the right time. In recent times, programmatic advertisement publishers have access to buyers' data, which provides significant insights into the needs and campaign performances and enables optimization.
  • The increased adoption of digital advertising significantly impacted the media buyers as agencies are utilizing high-quality user data for creative planning to generate micro-targeted ads. The technology used in programmatic advertising amplifies brand campaigns.
  • Advertisers, media agencies, and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimize campaign performance using campaign data, gain insights and make decisions.
  • Tools such as audience discovery algorithms that find data attributes, look-alike targeting, and building audiences in real-time based on all data signals to create more sophisticated audiences are being utilized by the advertisers, which increases the market for tprogrammatic advertising.

Mobile Programmatic Advertisements to Drive the Market Growth

  • Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
  • With the increase in mobile penetration in the region, mobile programmatic advertisement is expected to increase as mobiles provide various data signals which enable real-time ad serving with relevant content to the right user.
  • Mobile Programmatic Advertising provides precise targeting, allowing advertisers to reach their specific audience in real-time and dictate the right audience using certain metrics and demographics.
  • The clients of programmatic advertisers in the region demand payments by results which include ROI and return on ad spending. Further, increasing customer engagement through mobile apps increases the demand for mobile programmatic advertisements in the region.

MEA Programmatic Advertising Industry Overview

The Middle East and Africa Programmatic Advertising Market is moderately competitive. The market appears to be moderately concentrated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Tonic International, Mars Media Group, Exclusive Digital, Xaxis, etc. Some of the recent developments are:

  • August 2022 - Huawei Ads, the programmatic advertising platform of Huawei, launched two new monthly incentive programs for marketers in the Middle East and Africa region (MEA). These programs offer incentives such as allowing partners with an average traffic volume of over five million to enjoy an additional 10 percent of their monetization revenue from Huawei Ads until the end of 2023. The second initiative enables the top 10 percent of the high-performing partners to enjoy a 10 percent monetization revenue for their marketing strategies until 31 December 2022.
  • June 2022 - InMobi announced expanded its partnership with Microsoft Advertising to support enterprise and strategic advertisers in Middle East, and Africa. InMobile will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and mobile ad tech capability of InMobi's advertising platforms.

Additional Benefits:

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

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Stakeholder Analysis
  • 4.3 Industry Attractiveness-Porter's Five Force Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Impact of COVID-19 on the Programmatic Advertising Market in Middle East and Africa

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growth of Digital Media Advertisement
    • 5.1.2 Better use of Data for Programmatic Advertising
  • 5.2 Market Challenges
    • 5.2.1 Lack of Skilled personel in Programmatic Advertisement

6 Market Segmentation

  • 6.1 By Trading Platform
    • 6.1.1 Real Time Bidding (RTB)
    • 6.1.2 Private Marketplace Guaranteed
    • 6.1.3 Automated Guaranteed
    • 6.1.4 Unreserved Fixed-rate
  • 6.2 By Advertising Media
    • 6.2.1 Digital Display
    • 6.2.2 Mobile Display
  • 6.3 By Enterprise size
    • 6.3.1 SMB's
    • 6.3.2 Large Enterprises

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Tonic International
    • 7.1.2 Mars Media Group
    • 7.1.3 Executive Digital
    • 7.1.4 Boopin
    • 7.1.5 Xaxis
    • 7.1.6 Google
    • 7.1.7 Amazon
    • 7.1.8 Gamned!
    • 7.1.9 InMobi

8 Investment Analysis

9 Future Outlook of the Market