Advertising plays an important role in determining the image of the product thereby helping the consumers in their buying decision of the product. The pressure of advertising has been growing each day with the rising influence of social media, increasing smartphone and internet penetration, and surging level of awareness. A significant amount of money is spent on advertising campaigns bringing to the companies multi-billion profits. Moreover, it is a "product of the first necessity" for any enterprise, aimed at commercial success, and its spending is further becoming more and more expensive. Traditional media communication medium was once considered an imperative form of advertising a few years ago, however, in recent years the digital media is prospering considerably and it has become one of the pivotal modes of communication in marketing and advertising for building brand sustainability. Digital Marketing has become more famous after the involvement of the latest technologies in businesses. It has been estimated that in 2018 digital advertising spending worldwide was accounted for US$ 283.35 Billion and is anticipated to reach US$ 517.51 Billion by 2023. Based on Ad format, the report segments the Global Digital Advertising market into search advertising, banner advertising, social media advertising, video advertising and classifieds. In 2019, the search advertising segment dominated the market and is expected to remain dominant throughout the forecast period 2020-2026. Search advertising allows the user to directly display paid advertisements among the search results on various search engines, like Google, Bing, and Yahoo:
Based on the programming type, the market is segmented into programmatic and non-programmatic type. In 2019, the programmatic segment held the lead share in the Global Digital Advertisement market as they represent the greatest penetration and user accessibility in the respective market. Based on the platform, the market is segmented into desktop and mobile platforms. In 2019, the Mobile platform generated revenue of US$ 189.3 Billion in the Global Digital Advertising market. Given the prominence of smartphones and internet penetration, it has been observed that in the United States online advertising market, mobile internet advertising revenue showcased significant growth due to the growing adoption of mobile devices. The respective segment revenue swelled to US$70 billion in 2018 from US$$7 billion in 2013, growing at a CAGR of 58% which surpassed desktop advertising revenues in 2017. To add on, considering the India Digital Advertising market, customers of the new generation check their smart devices every 9.6 minutes. There are 220 Million users who are accessing digital services through their smartphones. Further, the number of mobile internet users by 2021 in India is estimated to reach 829 million.
Based on the industry, the market is bifurcated into retail, automotive, financial services, telecom, consumer products, travel, and others. The retail sector occupied the largest share in 2019. The omnichannel approach adopted by the retail sector in digital marketing as it helps to map the customer’s journey and results in inconsistency in every turn along with widespread applications of customer service chatbots being embraced by retailers has led to the major contribution of the sector. Several established players have already earmarked their presence in the respective market while new players have also forayed into the digital advertisement market. Digital media has been the harbinger of growth for the advertising industry across the globe in the last few years. Every year a sustainable proportion of advertising budget is being spent on digital media and it is growing every year. For instance, Zappos, American Express, Mint, Dollar Shave Club, The Wirecutter among others tend to implement a dynamic digital marketing strategy that increased company ROI and added value to customers These factors have widened the scope for the market. Key companies such as Facebook, Google and Apple Inc are also leading among consumers with their initiatives on online advertising trends.
For a deep-dive analysis of the advertising trend, detailed regional level analysis has been conducted including North America, Europe, Asia-Pacific, and the Rest of the World. North America occupied the maximum share in the digital advertising market in 2019. With the United States witnessing the marked shift in dynamics over the last decade due to surge in digital advertising accredited to significant growth in mobile internet advertising along with digital ad spending in the country exceeding US$ 100 billion in 2018 has catalyzed the regional performance in the respective market. Alibaba, Amazon, Facebook Inc, Alphabet, Microsoft Corporation, Sina, Nokia Corporation, Tencent, Twitter and Apple Inc are some of the key players operating in the Global Digital Advertisement market. Several M&A’s along with partnerships have been undertaken by these players to facilitate costumers with hi-tech and innovative products.
The global Digital Advertising market generated revenue of US$ 333.3 billion in 2019. The sudden outbreak of COVID-19 has negatively impacted the global digital advertising market, and the market is expected to grow at a negative rate and is expected to generate revenue of US$ 317.6 billion by the end of 2020. However, the market is expected to grow at a CAGR of 7.69% during the forecast period 2021-2026. North America would be the largest market during the analysis period.
Table of Contents
1.1 Market Definition 18
1.2 Objective of the Study 18
1.3 Limitation 18
1.4 Stakeholders 19
1.5 Currency used in the Report 19
1.6 Scope of the Global Digital Advertisement Market Study 19
- RESEARCH METHODOLOGY OR ASSUMPTION 20
2.1 Research Methodology for the Global Digital Advertisement Market Study 20
2.1.1 Main objective of the Global Digital Advertisement Market Study 21
- INDUSTRY PERFORMANCE 22
- EXECUTIVE SUMMARY 24
- LEGAL FRAMEWORK IN DIGITAL ADVERTISEMENT ARENA 26
5.1 General Overview 26
5.1.1 Digital Advertising Regulations in the United States 26
5.1.1.1 General Offers and Claims –Products& Services 26
5.1.1.2 Protecting Consumers Privacy Online 27
5.1.1.3 Made in United States Products 28
5.1.1.4 Non- Compliance 28
5.1.1.5 Laws Enforced by the Federal Trade Commission 28
5.1.1.6 New digital advertising regulations require operational changes 29
5.1.2 Digital Advertising Regulations in Europe 29
5.1.2.1 Amendments in the Proposal of 26 July 30
5.1.2.2 Key Topics: Current Status in the Council’s draft e-Privacy Regulation 30
5.1.2.2.1 Anti-spam: Rules for Digital Marketing 30
5.1.2.2.2 Cookies and similar files/tags 31
5.1.2.2.3 Secrecy of electronic communications 31
44
7.1 Demand Side Analysis 44
..…..continued
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