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市场调查报告书
商品编码
1635427

拉丁美洲的程序化广告：市场占有率分析、产业趋势与统计、成长预测（2025-2030）

Latin America 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

拉丁美洲程序化广告市场预计在预测期内复合年增长率为8.34%。

拉丁美洲程序化广告-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。程序化广告的优势之一是使用者可以使用机器和产品买卖网路广告库存，这正在推动市场的成长。
  • 消费者正在利用各种连网平台（包括联网电视和智慧型手机）来获取娱乐、新闻和主流内容以及网路。代理商和品牌正在采用直接广告，因为消费者会对展示目的的品牌导向广告做出反应。
  • 此外，该全部区域智慧型手机普及率的提高也对该地区的程式化广告成长做出了重大贡献。我们也相信，开发程序化可以使事情变得更快、更简单，将有助于服务供应商开发更简化的方法来分析和共用知识。
  • COVID-19 的疫情对拉丁美洲程序化广告市场产生了积极影响。为了应对该地区实施的全球封锁，企业和组织正在转向数位广告方法。

拉丁美洲程序化广告市场趋势

由于资料使用的增加，数位媒体广告成长

  • 程序化广告是即时竞价，这意味着只要广告库存可用，多个广告商就会在同一位置对广告进行竞标，我会使用机器对机器的广告和媒体交易自动化。
  • 串流媒体是一种获得了拉丁美洲社区巨大支持的媒体。 SVOD（订阅视讯点播）是最受欢迎的。据 Sherlock Communications 称，从 2019 年到 2021 年，拉丁美洲 SVOD 观众增长了 40%。
  • 随着该地区电子商务的兴起，品牌和企业正在采用零售数位媒体广告作为行销策略，以便在正确的时间向客户传达正确的讯息。
  • 消费者和广告商之间的每次互动都会产生大量资料。产生的资料包括客户兴趣、决策、接触点、与参与时刻相关的活动、感知需求、关键人口统计和行为背景等。此类资料可作为建立客户洞察和创建个人化行销内容的强大平台。
  • 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来使资料与宣传活动目标保持一致，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活动并获得洞察力以做出决策。

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。
  • 行动程序化需要需求端平台 (DSP) 和供应端平台 (SSP) 之间的合作，以实现行动程式化广告的自动化。行动程式化广告定义了系统应针对受众的特征，例如目标受众的地理位置、作业系统和智慧型手机类型。
  • 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数据引导正确的受众。
  • 拉丁美洲是全球行动普及率成长最快的地区之一。根据 GSMA 的数据，到 2021年终，拉丁美洲的独立行动用户数量预计将达到约 4.5 亿，并在 2025 年增加到 4.85 亿。
  • 智慧型手机普及率正在稳步提高，为该地区的程式化广告奠定了坚实的基础。在拉丁美洲，阿根廷、巴西、哥伦比亚和墨西哥等国家的行动影片使用量正在增加。在这些国家/地区，随着人们透过行动影片寻找娱乐、资讯和灵感，负责人利用行动影片与受众建立联繫，行动装置上的线上影片观看量呈上升趋势。

拉丁美洲程序化广告产业概况

拉丁美洲程序化广告市场的竞争较为温和。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。市场主要企业包括InMobi、Smartyads、Jumpp、Biddmind等。近期趋势如下。

  • 2022年7月：全球广告解决方案、媒体和科技公司Entravision宣布成为Meta在宏都拉斯和萨尔瓦多的授权分销合作伙伴。此次在拉丁美洲的扩张将使该公司能够为企业提供策略支援、创新知识和内容开发。
  • 2022 年 7 月：人工智慧驱动的行动广告平台 Globale Media 推出 GMX，这是一个云端基础的程式化自助服务平台。 GMX 列出了高级定位，例如性别、地理围栏、年龄、宣传活动安排和设备类型。该工具使广告商能够完全控制他们的策略，使他们能够收益、创造引人入胜的体验并与受众建立联繫。

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 对拉丁美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
    • InMobi
    • Smartyads
    • Jampp
    • Bidmind
    • Google
    • Adsmovil
    • MediaMath
    • Integral Ad Science, Inc.
    • Amazon

第八章投资分析

第九章 市场未来展望

简介目录
Product Code: 91753

The Latin America Programmatic Advertising Market is expected to register a CAGR of 8.34% during the forecast period.

Latin America 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 the market growth.
  • Consumers have been utilizing various connected platforms such as connected TV, smartphones, and many more for entertainment, news, and mainstream content as well as the internet. Agencies and brands have been implementing direct advertising as consumers respond to ads that are for brands that show their purpose.
  • Further, the increase in the adoption of smartphones across the region is also a major contribution to the rise of programmatic advertisement across the region. Also, developments in programmatic that make things faster and less complicated will help empower service providers to develop a more streamlined approach to analyzing and sharing knowledge.
  • The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in Latin America as businesses and organizations are switching to digital advertising methods in the wake of the global lockdown imposed in the region.

Latin America Programmatic Advertising Market Trends

Growth of Digital Media Advertisement Due to Increased Use of Data

  • Programmatic advertising refers to real-time bidding, which means multiple advertisers bidding for advertising at the same spot whenever an ad inventory is available using machine-to-machine automation of advertising and media transactions.
  • Streaming is a medium that has gained the outright support of the community in Latin America. The SVOD (subscription video-on-demand) variant is the most popular kind. According to Sherlock Communications, the Latin American SVOD audience grew 40% between 2019 to 2021.
  • With the increase in e-commerce across the region, brands and companies are adopting retail digital media advertising as a marketing strategy to reach their customers with the right message at the right time.
  • With every interaction between the consumer and advertiser, there is a lot of data being generated. This generated data comprises customer interests, decisions, points of contact, activities relative to those moments of engagement, perceived needs, the key demographic and behavioral background, and many more. Such data serves as a robust platform to build insights about customers and create personalized marketing content.
  • Advertisers, media agencies and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimise campaign performance using campaign data, gain insights and make decisions.

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.
  • Mobile Programmatic necessitates cooperation between the Demand-side platform (DSP) and supply-side platform (SSP) and automates mobile programmatic advertising. Mobile Programmatic advertising will define the characteristics according to which the system needs to target audiences, such as geolocation, operational system, type of smartphone of your target audience, and many more.
  • Mobile Programmatic Advertising provides precise targeting, which allows advertisers to reach their specific audience in real-time and dictate the right audience using certain metrics and demographics.
  • Latin America is one of the fastest growing regions in terms of mobile penetration in the world. According to the GSMA, the number of unique mobile subscribers in Latin America is expected to reach nearly 450 million by the end of 2021 and increase to 485 million by 2025.
  • The smartphone adoption rates are growing steadily, laying a firm basis for regional programmatic advertisement. Mobile video usage is rising in Latin America in countries such as Argentina, Brazil, Colombia, and Mexico. These countries have witnessed an increase in online video watching on mobile as people find entertainment, information, and inspiration through mobile video, and marketers leverage it to connect with the audience.

Latin America Programmatic Advertising Industry Overview

The Latin America 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 InMobi, Smartyads, Jampp, Bidmind, etc. Some of the recent developments are:

  • July 2022: Entravision, a global advertising solutions, media, and technology company, announced that it had become the Authorized Sales Partner of Meta in Honduras and El Salvador. This expansion within Latin America will enable the company to provide companies with strategic support, creative expertise, and content development.
  • July 2022: Globale Media, the AI-driven mobile advertising platform, has launched GMX - a programmatic self-serve cloud-based platform. GMX will offer advanced targeting such as gender-based, geo-fencing, age-based, campaign scheduling, device type, and many more. This tool gives advertisers complete control over their strategy and thereby helps them to generate revenue, create engaging experiences and connect with the audience.

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 Latin America

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 InMobi
    • 7.1.2 Smartyads
    • 7.1.3 Jampp
    • 7.1.4 Bidmind
    • 7.1.5 Google
    • 7.1.6 Adsmovil
    • 7.1.7 MediaMath
    • 7.1.8 Integral Ad Science, Inc.
    • 7.1.9 Amazon

8 Investment Analysis

9 Future Outlook of the Market