查看购物车
  • Traditional Chinese
  • English
  • Japanese
封面
市场调查报告书
商品编码
1636608

程序化广告：全球市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Global Programmatic Advertisement - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 99 Pages | 商品交期: 2-3个工作天内

价格

※ 本网页内容可能与最新版本有所差异。详细情况请与我们联繫。

简介目录

预计预测期内全球程序化广告市场复合年增长率将达到 10.75%。

全球程序化广告-市场-IMG1

主要亮点

  • 广告商期望他们使用的广告技术具有更好的效能和功能。内容发布者和品牌拥有者可以利用程式化广告来寻找和应用相关讯息，以提高受众户外数位广告体验的价值和效能。
  • 在程序化广告购买出现之前，数位广告库存是由广告代理商协商并提供，然后由媒体购买者购买，这个过程既耗时又昂贵。透过从流程中删除无意义的步骤，并将一些人类的责任交给机器人，程序化广告使得广告购买系统更有效率、更具成本效益。
  • 数位户外 (DOOH) 广告空间的自动购买、销售和投放称为程式化 DOOH。与其他网路广告一样，程式化 DOOH 可以实现广告素材销售和投放的自动化。透过程序化交易，买家可以设定精确的条款和条件，如果满足这些条款和条件，就可以购买 DOOH 库存。
  • 此外，人工智慧企业SaaS 广告平台ALFI 在2021 年的一项研究发现，使用自动化和机器学习技术购买数位广告并即时向细分受众展示将是未来三十年的趋势。数字将呈指数级增长。
  • 程序化广告具有多种优势，包括即时洞察广告宣传的效果、增强的定位能力、更高的广告库存透明度、提高预算利用率和有效的广告欺诈管理，所有这些都是推动市场。然而，对程序化广告支出缺乏了解预计将在预测期内阻碍行业成长。
  • IAB 的分析显示，3 月第一波疫情来袭时，各大品牌一夜之间削减了高达 30% 的支出，四分之一的公司完全停止了活动。结果许多人预测这次危机将比2008年的金融危机严重得多。随着 2020 年接近年终，大多数企业都在减少广告支出，有些甚至停止了广告支出。

程序化广告市场趋势

智慧型手机的普及正在推动市场

  • 在当今的行动娱乐和内容环境中，人们经常进行多工处理——串流媒体、观看影片、运行应用程式和浏览网页。这为即时竞价（RTB）行动广告创造了一个独特的机会和紧迫感。
  • 只有拥有正确的定位工具和功能的广告商才能以最有针对性的方式投放广告，从而在几毫秒内完成竞标并带来更大的销售额。广告主使用 RTB 在潜在客户准备进行行动购买时向他们投放广告。
  • 2022 年 1 月，一家美国机器学习公司报告了一项策略，该策略表明行动广告将成为负责人在 2020 年代接触目标受众的最有效方式之一。
  • 然而，市场是全球性的且竞争激烈，因此广告主需要获得最佳的广告支出回报才能生存。因此，该行业越来越依赖即时竞价（也称为行动 RTB）来获取和转换最重要的细分市场。
  • 根据GSMA 2021年行动经济报告，全球独立行动用户数为53亿，行动上网用户为42亿。此外，据报道，智慧型手机连线数已达 75%，且智慧型手机普及率不断上升，智慧型手机已成为程式化广告公司的目标。

北美占主要份额

  • 根据2021年网路广告收入报告，美国数位广告成长迅速。该行业不仅受益于全年行销预算的復苏（在 2020 年第二季度下降之后），还受益于依赖数位媒体作为主要联繫方式的孤立消费者的需求增长。
  • 与前一年同期比较来看，数位广告收入年增35.4%，为2006年以来的最快成长速度。随着整体数位市场的成长，数位广告收入也在成长。根据哈佛商学院网路咨询委员会委託的报告，过去四年来，网路经济的成长速度是美国经济的七倍，目前占美国GDP的12%。
  • 在数位媒体上花费的广告费用与消费者在数位媒体管道上花费的时间和注意力同步增长，尤其是数位视讯（包括 CTV/OTT）、数位音讯、社交媒体和搜寻。在政府奖励策略和经济復苏的刺激下，广告商也在寻找方法来接触 2021 年增加支出的消费者。
  • 2021 年的另一个成长动力无疑将是新公司的出现。根据人口普查局的数据，2021 年成立了 540 万家新企业，这是有史以​​来最大的企业成长率。为了吸引新客户并提供持续的产品和服务，这些企业依赖广告支援的网路。

程序化广告产业概况

进行广告宣传最受欢迎的方式之一是程序化广告。然而，程序化广告产业非常复杂，程序化广告存在许多不确定性。负责人仍然对程序化广告及其周围的生态系统持怀疑态度。

  • 2022 年 3 月－领先的独立程式化数位户外 (DOOH)广告科技公司 Hivestack 宣布与 MediaMath 建立全球策略伙伴关係关係。透过此合作，MediaMath 的需求端平台 (DSP) 将按照 OpenRTB 标准整合到 Hivestack 的供应端平台(SSP) 中，使MediaMath 及其广告商能够在开放交易所交易RTB 内容。优质全球DOOH存货。
  • 2022 年 5 月—PubMatic 宣布推出 Connect，这是一个全面、完全整合的平台，使媒体购买者能够在开放网路上与目标受众无缝连接。此解决方案使品牌和媒体购买者能够采用组合方式实现可寻址性，在尊重消费者隐私的同时提高广告相关性，并帮助他们在生态系统摆脱第三方Cookie 的转型中保持领先地位。 。

其他福利：

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

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

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
  • 产业价值链分析
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 购买者和消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争对手之间的竞争强度
  • 新冠疫情对全球程式化广告市场的影响

第五章 市场动态

  • 市场驱动因素
    • 数位媒体广告的成长
    • 人工智慧和机器学习的采用日益广泛
  • 市场挑战
    • 程式化广告技能短缺

第六章 市场细分

  • 按交易平台
    • 即时竞价（RTB）
    • 私人市场担保
    • 自动保证
    • 固定利率
  • 透过广告媒介
    • 数字显示
    • 行动显示器
  • 按公司规模
    • 中小型企业
    • 大型企业
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 拉丁美洲
    • 中东和非洲

第七章 竞争格局

  • 公司简介
    • War Room Holdings, Inc
    • MediaMath
    • Digilant
    • Fyber NV
    • SmartyAds.
    • Choozle, Inc.
    • Zeta Global Corp.
    • Amazon

第八章投资分析

第九章：未来市场展望

简介目录
Product Code: 91333

The Global Programmatic Advertisement Market is expected to register a CAGR of 10.75% during the forecast period.

Global Programmatic Advertisement - Market - IMG1

Key Highlights

  • Advertisers expect better performance and capabilities from the advertising technology they use. Content publishers and brand owners may utilise programmatic advertising to locate and apply the relevant messages to improve the value and effectiveness of a viewer's digital out-of-home advertising experience.
  • Before programmatic ad buying, ad agencies negotiated and offered digital ad slots, which media buyers subsequently purchased through a time-consuming and expensive procedure. By removing pointless steps from the process and giving some human responsibilities to robots, programmatic advertising improves the efficiency and cost-effectiveness of the ad purchasing system.
  • The automated purchasing, selling, and delivery of Digital Out-of-Home (DOOH) advertising space is referred to as programmatic DOOH. As with other internet advertising, programmatic DOOH automates the sale and distribution of ad material. Buyers can use programmatic transactions to create precise conditions that, if satisfied, will result in the purchase of a DOOH advertising slot.
  • Moreover, the use of automation and machine learning technology to purchase and show digital advertisements to segmented audiences in real-time is projected to climb drastically over the next three years, according to research conducted in 2021 from ALFI, an AI enterprise SaaS advertising platform.
  • Programmatic advertising provide various benefits, including real-time insights into the effectiveness of ad campaigns, enhanced targeting capabilities, increased transparency on ad inventory, improved budget usage, and effective ad fraud management, all of which helps to drive the market. On the other hand, a lack of understanding of programmatic advertising expenditure is expected to hamper industry growth during the projection period.
  • When the first wave of COVID-19 hit in March, according to an IAB analysis, brands cut spending by up to 30% overnight, with one in four suspending activity completely. Many expected that the consequences will be far worse than the financial crisis of 2008. As approached to the end of 2020, the majority of businesses have cut, or in some cases, ceased, their advertising expenditures.

Programmatic Advertisement Market Trends

Increased Penetration of Smart Phones Drives the Market

  • People are always multitasking, on the go, streaming media, watching Videos, utilizing applications, and surfing the web in today's mobile entertainment and content environment. This has generated a one-of-a-kind opportunity for Real-Time Bidding (RTB) mobile advertising and a sense of urgency.
  • Only advertisers with the correct targeting tools and abilities delivered advertising in the most focused way, resulting in greater sales, with bids fulfilled in milliseconds. Advertisers are using RTB to be present at the exact time when a potential client is ready to purchase a mobile, where immediate reigns supreme.
  • In January 2022, a United States-based Machine Learning company reported its strategy stating in the 2020s, mobile advertising will be one of the most effective ways for marketers to reach their target audiences.
  • Further added, however, because the market is worldwide and competition is fierce, advertisers must achieve the maximum possible return on ad expenditure to remain viable. As a result, the industry is increasingly relying on real-time bidding also known as mobile RTB to acquire and convert the most important segments.
  • As per GSMA Mobile Economy Report 2021, globally unique mobile subscribers account for 5.3 billion and 4.2 billion subscribed for mobile internet. Further, 75% smart phone connections were reported and the adoption of smartphones tend to grow which makes smartphones as target for programmatic advertisement firms.

North America Holds Major Share

  • As per the Internet Advertising Revenue Report 2021, digital advertising in the United States grew at a rapid pace. The sector has been able to profit from the rebound of marketing budgets throughout the year (after a decrease in Q2 of 2020) as well as the flood of isolated consumers who relied on digital media as their primary connection throughout the epidemic.
  • Overall, digital ad revenue grew 35.4% year over year, the fastest rate of growth since 2006. As the digital market as a whole has grown, so have digital ad revenues. According to a report commissioned by IAB from Harvard Business School, the internet economy has risen seven times faster than the US economy over the last four years, accounting for 12% of US GDP.
  • Advertising expenditures committed to digital media are growing in sync with consumer time spent and attention on digital media channels, particularly across the digital video (including CTV/OTT), digital audio, social media, and search. Advertisers also looked for ways to reach out to consumers who, boosted by government stimulus packages and a recovering economy, upped their spending in 2021.
  • An other growth driver in 2021 was surely the emergence of new firms. According to the Census Bureau, the year 2021 had the biggest increase in business growth in history, with 5.4 million new enterprises being established. To recruit new clients and provide continued products and services, these businesses rely on the ad-supported internet.

Programmatic Advertisement Industry Overview

One of the most popular ways to execute ad campaigns is through programmatic advertising. However, the programmatic advertising industry is complicated, and programmatic advertising is enclosed in uncertainty. Marketers are still skeptical about programmatic advertising and the ecosystem that surrounds it.

  • March 2022- Hivestack, prominent independent programmatic digital out of home (DOOH) ad tech company, announced a strategic global partnership with MediaMath. Through this partnership, MediaMath's Demand Side Platform (DSP) will be integrated into Hivestack's Supply Side Platform (SSP), following OpenRTB standards, which will allow for MediaMath and its advertisers to access Hivestack's premium global DOOH inventory through RTB transactions via open exchange.
  • May 2022 - PubMatic announced the launch of Connect, a comprehensive and fully integrated platform to enable media buyers to seamlessly connect with their target audiences across the open internet. The solution enables brands and media buyers to activate a portfolio approach to addressability to improve ad relevance while respecting consumer privacy, well ahead of the ecosystem's transition away from the third-party cookie.

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 Value Chain 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 Global Programmatic Advertising Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growth of Digital Media Advertisement
    • 5.1.2 Increased Adoption of Artificial Intelligence and Machine Learning
  • 5.2 Market Challenges
    • 5.2.1 Lack of Skill 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
  • 6.4 By Geography
    • 6.4.1 North America
    • 6.4.2 Europe
    • 6.4.3 Asia Pacific
    • 6.4.4 Latin America
    • 6.4.5 Middle East & Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 War Room Holdings, Inc
    • 7.1.2 MediaMath
    • 7.1.3 Digilant
    • 7.1.4 Fyber N.V.
    • 7.1.5 SmartyAds.
    • 7.1.6 Choozle, Inc.
    • 7.1.7 Zeta Global Corp.
    • 7.1.8 Amazon

8 Investment Analysis

9 Future Outlook of the Market