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Cross-Platform and Mobile Advertising - Global Market Trajectory & Analytics

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    Report

  • 310 Pages
  • July 2022
  • Region: Global
  • Global Industry Analysts, Inc
  • ID: 3301151

Global Cross-Platform and Mobile Advertising Market to Reach $356.4 Billion by 2025


Cross platform advertising, also known as cross-screen or cross-device advertising, is referred to the unified digital advertising strategy adopted for multiple devices such as personal computers, tablets, smart TVs, smartphones, and gaming consoles. Cross platform advertising has emerged as an integrated form of marketing, which involves planning and sequencing a seamless flow of content and messages to multiple devices. A key characteristic of such a cross platform advertising strategy is that each of the aspects complements other components. Cross-platform advertising has emerged as an efficient way for advertisers to reach out to target customers with a single advertisement broadcast on multiple platforms. Through cross-platform advertising, marketers, publishers, and advertisers can reach targeted customers from any given location, thereby enhancing the effectiveness of campaigns. Cross-platform advertising campaigns also enable marketers to engage with consumers repeatedly over different platforms. This contrasts with a conventional marketing initiative that is more massive in its approach.

Amid the COVID-19 crisis, Global Cross-Platform and Mobile Advertising market estimated at US$205.8 Billion in the year 2022, is projected to reach a revised size of US$356.4 Billion by 2025, registering a compounded annual growth rate (CAGR) of 20.5% over the analysis period. The United States represents the largest regional market for Cross-Platform and Mobile Advertising, accounting for an estimated 25.4% share of the global total. The market is projected to reach US$80.9 Billion by the end of the analysis period. China is expected to spearhead growth and emerge as the fastest growing regional market with a CAGR of 25.6% over the analysis period. Future growth in the market will be primarily driven by the growing proliferation of mobile devices as the preferred digital media platform, rapid adoption across various industry verticals, improving economic environment, expanding mobile subscriber base, and increasing distribution of films and music online. Continuous shift of users towards digital media and rapid evolution in consumer behavior towards value-based advertising where the target audience is appropriately compensated for their time and attention through loyalty points, free/subsidized content, and various user-friendly tools, are additionally providing impetus to market growth.
Overall increase in advertising budgets, generous allocation of budget to online ads, increased prices for direct response vehicles and branding ads, and an increase in the number of advertising agencies incorporating online media into their integrated campaigns are some of the major factors driving market expansion. Other important factors poised to benefit market prospects in the near term include surging popularity of social media networks that promote improved targeting; increasing trend towards mobile apps offering huge potential for cross-platform advertising; growing prominence of IoT and the resultant growth in connected devices; and robust demand for digital video advertising supported by effective delivery and streaming of ad content. The increasing proliferation of connected devices; highly developed digital ecosystem backed by large media companies and ICT services providers; and the increased focus on digital media campaigns among businesses are driving growth in developed regions. Emerging markets with their burgeoning population, expanding middle class segment with rising income levels, rising popularity of Internet-based activities such as online retailing, and growing use of mobile devices to access content and conduct transactions are lucrative target markets for the advertising market. North America remains the leading market due to the presence of numerous providers of cross-platform and mobile advertising solutions. Factors like changing purchasing patterns of consumers are bound to encourage companies to make significant investments in the US and Canada for targeting customers and expand the audience base. Asia-Pacific represents the fastest growing cross-platform & mobile advertising market that is being augmented by increasing penetration of smart phones and the Internet.

Select Competitors (Total 39 Featured):

  • Amobee, Inc.
  • Cadent LLC
  • Conversant LLC
  • Google, Inc.
  • InMobi
  • Microsoft Corporation
  • PubMatic, Inc.
  • RhythmOne, LLC
  • Sizmek
  • Tapad, Inc.
  • TiVo Corporation

What`s New for 2022?

  • Global competitiveness and key competitor percentage market shares
  • Market presence across multiple geographies - Strong/Active/Niche/Trivial
  • Online interactive peer-to-peer collaborative bespoke updates
  • Access to the digital archives
  • Complimentary updates for one year

Table of Contents

I. METHODOLOGYII. EXECUTIVE SUMMARY
1. MARKET OVERVIEW
  • Influencer Market Insights
  • World Market Trajectories
  • Impact of Covid-19 and a Looming Global Recession
  • Cross-Platform Advertising: A Conceptual Overview
  • How Does Cross-Platform Advertising Differ from Multi-Channel Marketing?
  • Advantages of Cross-Platform Advertising
  • Digital Advertising and Marketing: Transforming, Transitioning and Conditioning Brand-Consumer Relationships
  • Digital Advertising Expenditure Worldwide in $ Billion for the Period 2018-2023
  • Digital Ad Spending as % of Total Media Ad Spending in Select Countries for the Year 2019
  • Top Players in Digital Advertising Market Ranked by Digital Ad Revenues (in $ Billion) for 2019
  • Cross-Platform Advertising Market: A Prelude
  • Cross Platform and Mobile Advertising Market Heads for Giant Leap Forward
  • Developed Markets Lead, Emerging Economies Spell Opportunities for Cross-Platform Advertising
  • Competition
  • Recent Market Activity
  • Cross-Platform and Mobile Advertising - Global Key Competitors Percentage Market Share in 2022 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2022 (E)
2. FOCUS ON SELECT PLAYERS
3. MARKET TRENDS & DRIVERS
  • Vibrant Content Consumption Raises the Opportunity for Personal Ad-Targeting, Driving Cross Platform Advertising Market
  • Rising Adoption of Web-Enabled Mobile Devices Boosts Market Prospects
  • Worldwide Shipments of Laptops and Tablet PCs (in Million Units) for the Years 2019, 2021 and 2023
  • Increasing Proliferation of Smartphones: Opportunity for Growth
  • Global Smartphone Shipments in Million Units for the Years 2011 through 2018
  • Smartphone Adoption Worldwide by Region (in %): 2018 & 2025
  • Smartphone Users as % of Global Population for the Period 2018-2022
  • Expanding Mobile Internet and Advent of High Speed Mobile Network Technologies
  • Mobile Connections Worldwide: Breakdown (in %) by Network Type and Region for 2024
  • Rising Internet Usage: An Opportunity for Cross-Platform Advertising Market
  • Internet Penetration Rates: Internet Users as % of Population by Region for 2019 and 2024
  • Top Internet-Using Countries Ranked by Number of Internet Users (in Millions): 2019
  • Smart TVs: An Important Platform for Cross-Screen Advertising
  • Global Smart TVs Market Size in US$ Million by Region for the Years 2019 and 2025
  • Rising Customer Preference for Multiscreen Activities: Potential for Cross-Platform Advertisers
  • Multiscreen Content Penetration (in %) by Age Group for 2019
  • Common Activities Performed in Sequential Multi-Screening Activity: 2019
  • Growing Use of Social Media Platforms: A Lucrative Opportunity for Cross-Platform Advertisers
  • Social Media Penetration Worldwide: % of Active Monthly Users Compared to Total Population for 2019
  • Social Media Users Penetration (in %) by Generation
  • Better Recall Rates Drives Focus onto Integrated Cross-Platform Advertising
  • Cross-Platform Ad Campaigns Gaining Hold an Edge over Single Platform Campaigns
  • Mobile Advertising Companies Adopt Data-Driven Technologies
  • Trend towards Mobile Apps: Potential for Cross-Platform Advertising
  • Global Mobile Apps Market Size in $ Billion for the Years 2019, 2021, 2023 and 2025
  • Continuous Growth in Cross-Platform Video Advertising Market
  • Digital/Mobile Video Ad Creatives: Percentage Breakdown of Creative Developed by Platform
  • Cross-Platform Video Advertising Market: % of Budget Allocated for Cross Platform Videos for the Years 2016-2019
  • Identifying Customers: Essential for Success of Cross-Platform Ad Campaigns
  • Cross-Platform Advertising in Automotive Industry
  • Cross-Channel Advertising Hold importance for e-Commerce Market
  • Global B2C E-Commerce Sales in US$ Trillion for the Years 2017, 2019, 2021 and 2023
  • Global E-Commerce Market as a % of Retail Sales for the Period 2017-2023
  • Content Management: A Critical Factor in Cross-Platform Advertising
  • Technical Issues Present Challenges for Cross-Platform Advertising Market
  • Consistency and Creativity Challenge Cross-Platform Campaigns
4. GLOBAL MARKET PERSPECTIVEIII. MARKET ANALYSIS
UNITED STATES
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2022 (E)
  • Proliferation of Connected Devices Drives Potential for Cross Platform Advertising
  • Advertising Budgets Allocated to Cross-Platform Video Advertising by Agencies and Marketers in the US for the Period 2015-2018
  • Changing Media Consumption Trends Influence Market Growth
  • US Digital Media Market: Breakdown of Time Spent (in %) by Platform for 2016 and 2019
  • Average Time Spent by Users Per Visit (in Minutes) by Platform in the US for 2016 and 2019
  • Mobile Devices Offer Significant Growth Opportunities for Cross Platform Advertising
CANADA
JAPAN
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2022 (E)
CHINA
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2022 (E)
  • Digital Advertising Market in China: An Overview
  • Growing Utilization of Mobile Internet Drives Cross-Platform Advertising Market
  • Number of Internet Users (in Million) in China for the Period 2010-2019
  • Penetration of Mobile Internet in China: Mobile Internet Users as % of Total Internet Users for 2010-2018
EUROPE
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2022 (E)
  • Market Overview
  • Internet Penetration Rate in the EU: Internet Users as a % of Total Population by Country for 2019
FRANCE
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2022 (E)
GERMANY
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2022 (E)
  • Market Overview
ITALY
UNITED KINGDOM
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2022 (E)
  • Market Overview
SPAINRUSSIAREST OF EUROPE
ASIA-PACIFIC
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2022 (E)
  • Asia-Pacific Presents Strong Growth Potential
AUSTRALIA
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2022 (E)
INDIA
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2022 (E)
  • Market Overview
SOUTH KOREAREST OF ASIA-PACIFIC
LATIN AMERICA
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2022 (E)
  • Market Overview
ARGENTINABRAZILMEXICOREST OF LATIN AMERICA
MIDDLE EAST
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2022 (E)
  • Cross-Platform Advertising in the Middle East
IRANISRAELSAUDI ARABIAUNITED ARAB EMIRATESREST OF MIDDLE EAST
AFRICA
  • Cross-Platform and Mobile Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2022 (E)
IV. COMPETITION
  • Total Companies Profiled: 39

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Amobee, Inc.
  • Cadent LLC
  • Conversant LLC
  • Google, Inc.
  • InMobi
  • Microsoft Corporation
  • PubMatic, Inc.
  • RhythmOne, LLC
  • Sizmek
  • Tapad, Inc.
  • TiVo Corporation