+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

PRINTER FRIENDLY

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

  • ID: 3301151
  • Report
  • September 2020
  • Region: Global
  • 310 pages
  • Global Industry Analysts, Inc
1 of 2
The global market for Cross-Platform and Mobile Advertising is projected to reach US$356. 4 billion by 2025, driven by the rise of digital advertising and marketing which is transforming, transitioning and conditioning brand-consumer relationships. Global media spending is rapidly shifting from the hitherto high cost and relatively low visibility traditional media channels towards the low cost and higher visibility digital media platforms such as Internet and mobile. Key factors driving the transformation include the rise of the connected consumer as a result of the rapid penetration of smart phones and tablets; expanding internet user base as well as mobile internet user base; and the faster growth of broadband connectivity in both developed and developing countries. With several advantages such as higher viewer recall retention of digitally displayed messages, consumer-targeting capabilities and sophisticated measurement techniques stacked in its favor, digital advertising services are poised to witness healthy growth in the coming years. Future growth 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. Standing out as the most important driver of cross-platform and mobile advertising is the growing saturation of multi-screen content consumption as a result of rapid digitalization of an average household. An average household today is replete with electronic gadgets such as PCs, tablets, smart phones, gaming consoles & smart TVs. Switching between multiple devices is the new order of content consumption. Per day an average person spends over 195 minutes on a smart phone; 135 minutes on a computer and 85 minutes on a tablet. Shopping online is the 3rd largest activity performed on multiple screens, after browsing the internet and social networking. A single purchase task is completed sequentially across multiple screens. This cross-screen behavior makes cross device strategy essential for successful marketing. With cross platform advertising, advertisers have the advantage of reaching out to a larger number of target customers through various digital channels and devices. Cross-platform advertising includes varied solutions such as content delivery solutions, advertisement campaign solutions, mobile proximity solutions, integrated solutions, and analytics and reporting solutions. All of these solutions help to deliver different forms of advertising including search advertising, Multimedia Messaging Service (MMS), Short Message Service (SMS), Peer-to-Peer (P2P) messaging advertising, display and rich media (video advertising), in-app advertising and audio, outbound dialer or voice SMS advertising.

Competitors identified in this market include, among others:
  • Amobee, Inc.
  • Cadent LLC
  • Conversant LLC
  • Google, Inc.
  • InMobi
  • Microsoft Corporation
  • PubMatic, Inc.
  • RhythmOne, LLC
  • TiVo Corporation
  • Sizmek
  • Tapad, Inc.
Note: Product cover images may vary from those shown
2 of 2
I. INTRODUCTION, METHODOLOGY & REPORT SCOPE

II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW
  • 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
  • Impact of Covid-19 and a Looming Global Recession
2. FOCUS ON SELECT PLAYERS
  • Amobee, Inc. (USA)
  • Cadent LLC (USA)
  • Conversant LLC (USA)
  • Google, Inc. (USA)
  • InMobi (India)
  • Microsoft Corporation (USA)
  • PubMatic, Inc. (USA)
  • RhythmOne, LLC (USA)
  • TiVo Corporation (USA)
  • Sizmek (USA)
  • Tapad, Inc. (USA)
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 PERSPECTIVE

III. MARKET ANALYSIS

GEOGRAPHIC MARKET ANALYSIS

UNITED STATES
  • 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
  • Market Analytics
CANADA

JAPAN

CHINA
  • 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
  • Market Analytics
EUROPE
  • Market Overview
  • Internet Penetration Rate in the EU: Internet Users as a % of Total Population by Country for 2019
  • Market Analytics
FRANCE

GERMANY
  • Market Overview
  • Market Analytics
ITALY

UNITED KINGDOM
  • Market Overview
  • Market Analytics
SPAIN

RUSSIA

REST OF EUROPE

ASIA-PACIFIC
  • Asia-Pacific Presents Strong Growth Potential
  • Market Analytics
AUSTRALIA

INDIA
  • Market Overview
  • Market Analytics
SOUTH KOREA

REST OF ASIA-PACIFIC

LATIN AMERICA
  • Market Overview
  • Market Analytics
ARGENTINA

BRAZIL

MEXICO

REST OF LATIN AMERICA

MIDDLE EAST
  • Cross-Platform Advertising in the Middle East
  • Market Analytics
IRAN

ISRAEL

SAUDI ARABIA

UNITED ARAB EMIRATES

REST OF MIDDLE EAST

AFRICA

IV. COMPETITION
  • Total Companies Profiled: 38
Note: Product cover images may vary from those shown
Adroll
adroll