2026 年至 2032 年多萤幕广告市场（依内容类型、平台及地区划分）

多萤幕广告市场评估 - 2026-2032

对跨平台客製化和定向广告的需求，以及广告商日益增长的行动装置使用，正在推动多萤幕广告市场的快速扩张。这种快速增长的驱动力源于智慧型手机、平板电脑和智慧电视上日益增长的媒体消费，这使得广告商能够透过跨多装置的整合宣传活动更有效地吸引消费者，提升受众覆盖率和互动，同时适应数位优先时代不断变化的消费者行为和偏好。根据 Verified Market Research 分析师预测，到 2032 年，多萤幕广告市场规模预计将达到 189.4 亿美元，低于 2024 年的约 51.2 亿美元。

随着广告主日益认识到透过智慧型手机、平板电脑和智慧电视等多种平台触达客户的价值，多萤幕广告市场正在迅速扩张。这一趋势的驱动力源于数位内容消费的成长，以及对提供无缝个人化体验的整合广告策略的需求，这种策略有助于企业优化行销工作，并在日益互联互通的数位环境中更有效地吸引受众。这将推动市场在2026年至2032年间以19.60%的复合年增长率成长。

多萤幕广告市场定义/概述

多萤幕广告是一种透过同时在多个装置和平台（包括智慧型手机、平板电脑、笔记型电脑和智慧电视）上投放广告素材来有效触及消费者的方法。多萤幕广告使广告主能够建立具有凝聚力的跨渠道行销宣传活动，利用行动装置和数位内容消费的普及性，向目标受众传递个人化的定向讯息。这种方法使负责人能够最大限度地扩大受众覆盖面，提高参与度，并在多个装置上建立一致的品牌形象。多萤幕广告通常用于社交网路平台、影片串流服务、网站和行动应用程序，使广告商能够根据每个平台和设备的特点定製文字、图形或影片素材。

推动多萤幕广告市场成长的关键因素有哪些？

行动装置的普及推动了多萤幕广告的兴起。皮尤研究中心的数据显示，到2021年，85%的美国人将拥有智慧型手机，而2011年这一比例仅为35%。全球行动通讯系统协会 (GSMA) 预测，行动网路用户将从2020年的42亿增加到2025年的50亿。行动装置的日益普及为广告主透过多种显示器触达客户开闢了新的可能性。

串流媒体服务和智慧型电视的日益普及正在改变多萤幕广告格局。据Leichtman Research Group称，到2020年，80%的美国电视家庭将至少拥有一台连网电视设备。根据美国人口普查局2021年的数据，85%的家庭将订阅宽频网路并可使用串流服务。 eMarketer的数据显示，到2024年，美国联网电视广告支出将达到182.9亿美元，高于2020年的81.1亿美元，显示这一多萤幕广告领域将呈现强劲成长势头。

此外，不断变化的媒体消费模式，尤其是多设备同时使用的趋势，正在推动多萤幕广告市场的发展。根据尼尔森《全受众报告》，2020年第一季，美国平均每天花费11小时54分钟透过电视、电视连接设备、广播、电脑、行动电话和平板电脑与媒体互动。谷歌的一项研究显示，90%的用户会在装置之间切换以完成一项活动，98%的用户会在同一天完成这些操作。这种多设备行为为广告商创造了跨平台和设备吸引客户的新机会。

哪些挑战影响了多萤幕广告的采用？

随着广告管道在众多显示器和装置上变得分散化，多萤幕广告市场面临挑战。广告主难以设计出跨越多种萤幕、整合一致的宣传活动，导致效率低下，也更难触及目标客群。

此外，广告拦截器的日益普及以及消费者对广告疲劳的担忧，也对多萤幕广告的讯息构成了重大障碍。广告商在触达那些有意迴避或忽略广告的消费者方面面临挑战，这降低了多萤幕广告的效果。

目录

第一章 引言

• 市场定义
• 市场区隔
• 调查方法

第二章执行摘要

• 主要发现
• 市场概览
• 市集亮点

第三章市场概述

• 市场规模和成长潜力
• 市场趋势
• 市场驱动因素
• 市场限制
• 市场机会
• 波特五力分析

第四章 多萤幕广告市场（依装置类型）

• 智慧型手机
• 药片
• 桌上型电脑/笔记型电脑

第五章 多萤幕广告市场（依平台）

• 电视机
• 桌上型电脑/笔记型电脑
• 手机/平板电脑
• 游戏机
• 其他的

第六章 多萤幕广告市场（依内容类型）

• 静止的
• 动态的
• 互动的

第七章区域分析

• 北美洲
• 美国
• 加拿大
• 墨西哥
• 欧洲
• 英国
• 德国
• 法国
• 义大利
• 亚太地区
• 中国
• 日本
• 印度
• 澳洲
• 拉丁美洲
• 巴西
• 阿根廷
• 智利
• 中东和非洲
• 南非
• 沙乌地阿拉伯
• 阿拉伯聯合大公国

第八章市场动态

• 市场驱动因素
• 市场限制
• 市场机会
• COVID-19 市场影响

第九章 竞争态势

• 主要企业
• 市场占有率分析

第十章 公司简介

• Alphabet Inc.
• Amazon.com, Inc.
• Meta Platforms, Inc
• Baidu, Inc.
• Tencent Holdings Ltd.
• Alibaba Group Holding Ltd.
• Samsung Electronics Co. Ltd.
• The Walt Disney Company
• Comcast Corporation
• Verizon Communications Inc.

第十一章 市场展望与机会

• 新兴技术
• 未来市场趋势
• 投资机会

第十二章 附录

• 简称列表
• 来源和参考文献

Multi-Screen Advertising Market Valuation - 2026-2032

The demand for customized, targeted advertising across numerous platforms and the increasing use of mobile devices by advertisers are driving the rapid expansion of the multi-screen advertising market. This surge is being driven by an increase in media consumption on smartphones, tablets, and smart TVs, allowing advertisers to engage consumers more effectively through integrated campaigns that span multiple devices, improving audience reach and interaction while adapting to changing consumer behaviors and preferences in a digital-first world. According to the analyst from Verified Market Research, the multi-screen advertising market size is estimated to reach a valuation of USD 18.94 Billion By 2032 the forecast subjugating around USD 5.12 Billion valued in 2024.

Due to advertisers' growing recognition of the value of reaching customers across a variety of platforms, such as smartphones, tablets, and smart TVs, the multi-screen advertising market is expanding rapidly. This trend is being driven by increased consumption of digital content and the need for cohesive advertising strategies that provide seamless, personalized experiences, allowing businesses to optimize their marketing efforts and engage audiences more effectively in an increasingly interconnected digital environment. It enables the market to grow at a CAGR of 19.60% from 2026 to 2032.

Multi-Screen Advertising Market: Definition/ Overview

Multi-screen advertising is the technique of simultaneously providing advertising material across several devices and platforms, such as smartphones, tablets, laptops, and smart TVs, to reach consumers more effectively. Multi-screen advertising allows advertisers to construct cohesive, cross-channel campaigns that provide individualized, targeted messages to their target audience by capitalizing on the increased ubiquity of mobile devices and digital content consumption. This approach enables marketers to maximize audience reach, increase engagement, and establish a consistent brand presence across several devices. Multi-screen advertising is commonly used on social networking platforms, video streaming services, websites, and mobile apps, where advertisers can display textual, graphic, or video material adapted to the unique qualities of each platform and device.

What are the Key Factors Supporting the Multi-Screen Advertising Market's Growth?

The proliferation of mobile devices is fueling the rise of multi-screen advertising. According to the Pew Research Center, 85% of Americans have a smartphone in 2021, up from 35% in 2011. Also, the Global System for Mobile Communications Association (GSMA) predicts that mobile internet users will increase from 4.2 billion in 2020 to 5 billion by 2025. The increased adoption of mobile devices opens up new potential for advertising to contact customers across numerous displays.

The growing popularity of streaming services and smart TVs is transforming the multi-screen advertising landscape. According to Leichtman Research Group, 80% of US TV households have at least one linked TV device by 2020. According to the US Census Bureau's 2021 data, 85% of households have a broadband internet subscription, which allows them to access streaming services. According to eMarketer, U.S. connected TV ad expenditure will reach USD 18.29 Billion in 2024, up from USD 8.11 Billion in 2020, demonstrating strong growth in this section of multi-screen advertising.

Furthermore, changing media consumption patterns, especially the trend of simultaneous multi-device use, are propelling the multi-screen advertising market. According to the Nielsen Total Audience Report, U.S. people spent an average of 11 hours and 54 minutes a day interacting with media in Q1 2020, including TV, TV-connected devices, radio, computers, cellphones, and tablets. According to Google's research, 90% of users hop between devices to finish activities, with 98% doing so on the same day. This multi-device behavior opens up new chances for advertisers to engage customers across several platforms and devices.

What are the Challenges Influencing the Adoption of Multi-Screen Advertising?

The multi-screen advertising market confronts issues as advertising channels are fragmented across numerous displays and devices. Advertisers struggle to design cohesive and integrated campaigns across numerous screens, resulting in inefficiencies and difficulty reaching their intended audience.

Furthermore, the increased usage of ad blockers, as well as consumer concerns about ad fatigue, offer substantial barriers to the expansion of multi-screen advertising. Advertisers confront difficulties in getting their message to consumers who purposefully avoid or ignore adverts, which reduces the effectiveness of multi-screen advertising efforts.

Category-Wise Acumens

How does Enhanced User Engagement Drive the Demand for Dynamic Content?

According to VMR analysis, the dynamic segment is estimated to hold the largest market share during the forecast period. Dynamic content enables real-time updates and customization, which significantly increases user engagement. Advertisers can personalize messaging based on user activity, preferences, and demographics, resulting in more relevant and engaging adverts. This versatility improves the chances of catching consumer attention and generating interaction across different screens.

Dynamic content allows advertisers to use powerful data analytics and programmatic advertising strategies to more precisely target certain consumers. By evaluating user data across many platforms, advertisers can send targeted messages that appeal to specific customers, increasing conversion rates and overall campaign efficacy.

Furthermore, dynamic content is adaptable and may be smoothly integrated into a variety of platforms, such as social media, websites, and streaming services. This flexibility enables advertisers to keep a consistent brand message while customizing content for each device and platform, resulting in a seamless multi-screen experience that boosts brand awareness and consumer loyalty.

How Does the Increased Mobile Usage Propel the Mobile/Tablet Advertising?

The mobile/tablet segment is estimated to dominate the multi-screen advertising market during the forecast period. The rapid proliferation of smartphones and tablets has significantly boosted the amount of time people spend using them. As mobile internet usage grows, advertisers are capitalizing on the trend by launching tailored multi-screen campaigns that successfully reach audiences where they are most engaged, resulting in higher conversion rates and increased brand visibility.

Mobile devices enable sophisticated targeting through data analytics and user behavior tracking. Advertisers can use this data to provide users with targeted and relevant adverts based on their interests, geography, and online activity. This precision in targeting boosts engagement and efficacy, making mobile platforms the ideal option for multi-screen advertising.

Furthermore, the integration of advertising with popular social media platforms accessed mostly through mobile devices has increased the Mobile/Tablet segment's dominance. As consumers increasingly interact with businesses via social media on mobile devices, advertisers can design seamless, engaging campaigns that promote user involvement and foster brand loyalty, enhancing their advertising impact.

Country/Region-wise Acumens

How Does Rapid Growth in Smartphone Adoption in Asia Pacific Bolster the Market?

According to VMR analyst, the Asia Pacific region is estimated to dominate the multi-screen advertising market during the forecast period. The Asia Pacific region is experiencing an increase in smartphone use and mobile internet penetration, resulting in a large audience for multi-screen advertising. According to the GSMA's Mobile Economy Asia Pacific 2021 report, the region will have 1.2 billion smartphone connections by 2025, accounting for 80% of all connections. According to the same research, the region's mobile internet user base will increase from 2.7 billion in 2020 to 3.3 billion by 2025. This rapid increase in mobile connection gives advertisers an unparalleled opportunity to contact customers across many displays.

Furthermore, the Asia Pacific region is experiencing a huge shift toward digital video consumption, which is creating chances for multi-screen advertising. According to Media Partners Asia, online video advertising revenue in Asia Pacific is expected to increase from USD 30 Billion in 2020 to USD 52 Billion in 2025, at a 12% CAGR. According to the Boston Consulting Group, the OTT industry in India is predicted to reach USD 5 Billion by 2023, with a CAGR of 28.6% over 2018. The increasing increase in digital video consumption across numerous platforms is driving demand for multi-screen advertising solutions.

What are the Main Drivers Propelling the Multi-Screen Advertising Market in North America?

The North American region is estimated to dominate the multi-screen advertising market during the forecast period. The rising use of linked TVs and over-the-top (OTT) streaming services in North America is creating potential for multi-screen advertising. eMarketer predicts that by 2023, 82.9% of US households will have at least one connected TV device. The same source predicts that connected TV ad spending in the United States will reach USD 27.5 Billion by 2025, up from USD 14.44 Billion in 2021. The growth in connected TV usage and ad spending underlines the platform's growing prominence in multi-screen advertising strategy.

Furthermore, North America, led by the United States, has the world's greatest digital advertising spend, including multi-screen advertising. According to the Interactive Advertising Bureau (IAB), digital advertising revenues in the United States reached USD 189.3 Billion in 2021, up 35.4% from 2020. Mobile advertising, an important component of multi-screen campaigns, contributed to 70.4% of total digital ad revenue in 2021. According to the U.S. Bureau of Labor Statistics, employment of advertising, promotions, and marketing managers will expand by 10% between 2020 and 2030, faster than the average for all occupations, showing sustained expansion in the advertising business, especially multi-screen advertising.

Competitive Landscape

The multi-screen advertising market's competitive landscape is characterized by rapid expansion and innovation, which is being driven by increased consumption of digital content across many devices. Advertisers are leveraging modern technologies like programmatic advertising, data analytics, and artificial intelligence to improve the targeting and effectiveness of campaigns.

Some of the prominent players operating in the multi-screen advertising market include:

Alphabet, Inc.

com, Inc.

Meta Platforms, Inc

Baidu, Inc.

Tencent Holdings Ltd.

Alibaba Group Holding Ltd.

Samsung Electronics Co. Ltd.

The Walt Disney Company

Comcast Corporation

Verizon Communications, Inc.

Latest Developments

In July 2023, Google announced its latest multi-screen advertising platform, to assist businesses in reaching people across a variety of devices such as smartphones, tablets, and linked TVs. The platform uses Google's superior targeting skills and data analytics to deliver tailored and relevant advertising to users, hence improving campaign efficacy and ROI.

In September 2023, Netflix announced collaborations with top brands to produce new multi-screen advertising campaigns. The streaming giant will collaborate with these businesses to create integrated ad experiences that engage viewers across devices, providing advertisers with a unique opportunity to reach Netflix's large and diversified audience.

Multi-Screen Advertising Market, By Category

• Content Type:
• Static
• Dynamic
• Interactive
• Platform:
• Television
• Desktop/Laptop
• Mobile/Tablet
• Gaming Consoles
• Others
• Region:
• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

TABLE OF CONTENTS

1. Introduction

• Market Definition
• Market Segmentation
• Research Methodology

2. Executive Summary

• Key Findings
• Market Overview
• Market Highlights

3. Market Overview

• Market Size and Growth Potential
• Market Trends
• Market Drivers
• Market Restraints
• Market Opportunities
• Porter's Five Forces Analysis

4. Multi-Screen Advertising Market, By Device Type

• Smartphones
• Tablets
• Desktops/Laptops

5. Multi-Screen Advertising Market, By Platform

• Television
• Desktop/Laptop
• Mobile/Tablet
• Gaming Consoles
• Others

6. Multi-Screen Advertising Market, By Content Type

• Static
• Dynamic
• Interactive

7. Regional Analysis

• North America
• United States
• Canada
• Mexico
• Europe
• United Kingdom
• Germany
• France
• Italy
• Asia-Pacific
• China
• Japan
• India
• Australia
• Latin America
• Brazil
• Argentina
• Chile
• Middle East and Africa
• South Africa
• Saudi Arabia
• UAE

8. Market Dynamics

• Market Drivers
• Market Restraints
• Market Opportunities
• Impact of COVID-19 on the Market

9. Competitive Landscape

• Key Players
• Market Share Analysis

10. Company Profiles

• Alphabet Inc.
• Amazon.com, Inc.
• Meta Platforms, Inc
• Baidu, Inc.
• Tencent Holdings Ltd.
• Alibaba Group Holding Ltd.
• Samsung Electronics Co. Ltd.
• The Walt Disney Company
• Comcast Corporation
• Verizon Communications Inc.

11. Market Outlook and Opportunities

• Emerging Technologies
• Future Market Trends
• Investment Opportunities

12. Appendix

• List of Abbreviations
• Sources and References