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Digital Advertising and Marketing - Global Market Trajectory & Analytics

  • ID: 347974
  • Report
  • February 2022
  • Region: Global
  • 885 Pages
  • Global Industry Analysts, Inc

FEATURED COMPANIES

  • Acxiom Corporation
  • Baidu, Inc.
  • Eniro AB
  • Google, Inc.
  • LinkedIn Corporation
  • Sohu.com, Inc.

Global Digital Advertising and Marketing Market to Reach $786.2 Billion by 2026


The Covid-19 pandemic resulted in people staying at home and/or working remotely from home, resulting in huge increase in online traffic. The large increases in online traffic provide opportunities for companies to keep their target audience engaged through digital marketing initiatives. While overall digital marketing spending declined due the pandemic-induced cuts in marketing and advertising budgets during the lockdown , available budgets are being directed at digital marketing initiatives. In addition, advertisers are realizing higher returns on their investments owing to lower competition for advertising space. As a result, the pandemic is driving changes to digital marketing strategies at companies, especially at companies where digital marketing initiatives had relatively low priority.

Clicks and display ads are among the most prominent forms of digital marketing initiatives. Clicks are expensive compared to display ads, as clicks ensure the customer is directed to the advertiser`s website. However, clicks provide a better return on investment. The declines in digital marketing budgets across the spectrum resulted in lower costs per click. As a result, marketers are gaining more clicks for the same cost. Proactive advertisers with long-term outlook are utilizing the lower costs of clicks to improve their marketing plans and stand to gain the most when conditions improve. The continued spending on digital marketing initiatives would ensure that such advertisers have a high recall for their products or services when the conditions improve. In addition, the lower costs of digital marketing, as well as the unfavourable circumstances for other marketing and advertising formats is resulting in advertisers exploring and/or increasing their marketing spends on digital marketing.

Amid the COVID-19 crisis, the global market for Digital Advertising and Marketing estimated at US$350 Billion in the year 2020, is projected to reach a revised size of US$786.2 Billion by 2026, growing at a CAGR of 13.9% over the analysis period. Display, one of the segments analyzed in the report, is projected to grow at a 15.5% CAGR to reach US$521.5 Billion by the end of the analysis period. After a thorough analysis of the business implications of the pandemic and its induced economic crisis, growth in the Search segment is readjusted to a revised 12.2% CAGR for the next 7-year period. This segment currently accounts for a 40.9% share of the global Digital Advertising and Marketing market.



The U.S. Market is Estimated at $155.3 Billion in 2021, While China is Forecast to Reach $254.9 Billion by 2026


The Digital Advertising and Marketing market in the U.S. is estimated at US$155.3 Billion in the year 2021. The country currently accounts for a 38.6% share in the global market. China, the world second largest economy, is forecast to reach an estimated market size of US$254.9 Billion in the year 2026 trailing a CAGR of 18.4% through the analysis period. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 7.6% and 8.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 5.8% CAGR while Rest of European market (as defined in the study) will reach US$288.5 Billion by the close of the analysis period.

Developed regions including the US, Canada, Japan and Europe, constitute key revenue contributors for the global digital advertising and marketing market. Factors such as huge penetration of connected devices, highly developed digital ecosystem backed by large media companies and ICT services providers, and robust focus on digital media campaigns among businesses remain the prime contributors for growth and progress digital ad market in the developed countries. Per capita spending on connected devices remains high in the developed regions, with a significant portion of consumers purchasing mid- to high-end devices for various purposes. Products with sophisticated features and functions are popular among consumers, and price of the product remains mostly irrelevant as majority of consumers are affluent. While consumer affluence and general inclination towards advanced technologies favour wider acceptance of connected devices, active participation of leading electronics manufacturers drives momentum in the market. As penetration of connected devices and consumer inclination towards digital solutions remains high, developed regions represent the primary markets for digital advertising and marketing, globally.

By Vertical, Retail & Consumer Goods Segment to Reach $158.3 Billion by 2026


Global Retail & Consumer Goods (vertical) segment is estimated at US$78.7 Billion in 2020, and is projected to reach US$158.3 Billion by 2026 reflecting a compounded annual growth rate of 11.9% over the analysis period. China constitutes the largest regional market for Retail & Consumer Goods segment, accounting for 36.1% of the global sales in 2020. China is poised to register the fastest compounded annual growth rate of 15.3% over the analysis period, to reach US$76.7 Billion by the end of the analysis period.

Select Competitors (Total 311 Featured) -

  • Acxiom Corporation
  • Alibaba Group Holding Limited
  • Amazon.com, Inc.
  • Baidu, Inc.
  • Dentsu International
  • Eniro AB
  • Epsilon Data Management, LLC
  • Facebook, Inc.
  • Google, Inc.
  • IAC/InterActiveCorp.
  • Microsoft Corporation
  • LinkedIn Corporation
  • Sohu.com, Inc.
  • SXM Media
  • Tencent Holdings Ltd.
  • TradeDoubler AB
  • Twitter, Inc.
  • Xaxis, LLC
  • Verizon Media
Frequently Asked Questions about the Global Market for Digital Advertising and Marketing

What is the estimated value of the Global Market for Digital Advertising and Marketing?

The Global Market for Digital Advertising and Marketing was estimated to be valued at $350.0 Billion in 2020.

What is the growth rate of the Global Market for Digital Advertising and Marketing?

The growth rate of the Global Market for Digital Advertising and Marketing is 14.4%, with an estimated value of $786.2 Billion by 2026.

What is the forecasted size of the Global Market for Digital Advertising and Marketing?

The Global Market for Digital Advertising and Marketing is estimated to be worth $786.2 Billion by 2026.

Who are the key companies in the Global Market for Digital Advertising and Marketing?

Key companies in the Global Market for Digital Advertising and Marketing include Acxiom Corporation, Alibaba Group Holding Limited, Amazon.com, Inc., Baidu, Inc., Dentsu International, Eniro AB, Epsilon Data Management, LLC, Facebook, Inc. and IAC/InterActiveCorp..
Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Acxiom Corporation
  • Baidu, Inc.
  • Eniro AB
  • Google, Inc.
  • LinkedIn Corporation
  • Sohu.com, Inc.

I. METHODOLOGY


II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW

  • Impact of COVID-19 Pandemic and Looming Global Recession
  • 2020 Marked as a Year of Disruption & Transformation
  • World Economic Growth Projections (Real GDP, Annual % Change) for 2020 through 2022
  • COVID-19 Pandemic Upends the Advertising Landscape
  • Global Advertising, Media & Broadcasting Market Growth Outlook (in %) for Years 2019 through 2025
  • Digital Advertising Spending Records Growth during Pandemic
  • Digital Marketing Strategies Change in Pandemic Times
  • Digital and Personalized Experience Gain Prominence
  • Digital Advertising and Marketing - Global Key Competitors Percentage Market Share in 2022 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2022 (E)
  • Advertising: Essential for Corporate/Brand Survival & Existence
  • Global Advertising Spending by Medium (in %): 2020E
  • Digital Advertising and Marketing: A Conceptual Overview
  • Digital Media Marketing
  • Social Media Marketing
  • Mobile Marketing
  • Digital Advertising and Marketing Formats
  • Digital Advertising and Marketing: Transforming, Transitioning and Conditioning Brand-Consumer Relationships
  • Display Advertising: The Largest Contributor to Global Digital Ad Spend
  • Asian Economies to Spearhead Future Growth
  • Competition
  • Global Digital Advertising Market Share Breakdown of Leading Competitors (in %): 2020E
  • World Brands
  • Recent Market Activity

2. FOCUS ON SELECT PLAYERS

3. MARKET TRENDS & DRIVERS

  • Rapid Shift of Media Spending from Traditional to Digital: Cornerstone for Present & Future Growth of Digital Ad Market
  • Digital Advertising Spending as a % of Total Media Advertising Spending Worldwide: 2015-2021E
  • Digital Ad Spending as % of Total Media Ad Spending in Select Countries for the Year 2019
  • Superior Attributes of Digital Advertising over Other Ad Media Drives Market Adoption
  • Emerging Digital Advertising & Marketing Challenges Call for Swift Action from Brands
  • Digital Advertising & Marketing Trends Under COVID-19 Shadow
  • Spectra of Digital Marketing Elements Holding Great Implications for Businesses
  • Digital Transformation across Organizations Goes Beyond Digital Marketing
  • Digital Marketing Trends for the Future
  • Role of Modern Technology in Improving Advertising Campaign Strategies
  • Technology Trends and Advancements to Spearhead Future Growth in Digital Advertising Space
  • Augmented Reality (AR): Enabling Customized Experiences
  • Blockchain Technology Poised to Transform Digital Advertising Space
  • Voice Search: Redefining the Digital Marketing Space
  • Videos: The New Go-to Medium of Advertising
  • Social Messaging to Connect with Customers
  • Other Notable Technology Trends in Digital Advertising Market
  • A Digital Cocktail for Digital Marketing
  • AI in Media & Advertising: Targeting Customers with Right Marketing Content
  • Possibilities Galore for AI in Digital Marketing
  • An Insight into the Issues Associated with AI
  • Rising Internet Usage Widens Opportunities for Digital Advertising and Marketing
  • World Internet Penetration Rate (in %) by Geographic Region: February 2021
  • Top Internet-Using Countries Ranked by Number of Internet Users (in Millions): 2019
  • Rising Adoption of Web-Enabled Mobile Devices Boosts Digital Advertising Market Prospects
  • Smartphone Penetration Rate as Share of Total Population: 2016-2021
  • Breakdown of Mobile Internet Revenues by Category (in %): 2020
  • 5G to Further Enhance Mobile Advertising Spending
  • 5G Smartphone Sales in Million Units: 2019-2022
  • Global Smartphone Subscription Breakdown by Technology for 2019 and 2025
  • Growth in Mobile Apps Drive Opportunities for Digital Marketers
  • Global Mobile Apps Market Size in $ Billion for the Years 2019, 2021, 2023 and 2025
  • Growing Use of Social Media Platforms: A Lucrative Opportunity for Digital Advertisers
  • Social Media Penetration Worldwide: % of Active Monthly Users Compared to Total Population for 2019
  • Top Social Media Platforms by Usage (In Millions): April 2020
  • Social Commerce Through Social Media Platforms
  • Smart TVs Emerge as an Important Platform for Cross-Screen Digital Advertising
  • Global Smart TVs Market Size (in $ Billion) for the Years 2020, 2022, 2024 and 2026
  • Customer Preference for Multiscreen Activities Presents Potential Opportunities for Digital Advertisers
  • Multiscreen Content Penetration (in %) by Age Group: 2020
  • Common Activities Performed in Sequential Multi-Screening Activity: 2019
  • Rising Prominence of IoT and the Growth in Connected Devices Set to Take Digital Advertising to the Next Level
  • Global Number of IoT Connected Devices (In Billion Units) for the Years 2016, 2018, 2020, 2022 & 2025
  • Flourishing Gaming Market Generates Lucrative Opportunities for In-Game Advertising
  • Gaming Industry by Segment: 2020E
  • Mobile Gaming Makes Rapid Gains during Pandemic, Boosting Market Prospects
  • Global Mobile Gaming Market: Annual Sales in US$ Million by Region/Country for the Years 2020 and 2027
  • Rising Adoption of GPS-Enabled Devices Boosts Demand for Location-based Advertising
  • New Restrictions on Collection of Location Data to Cost Marketers
  • Social Media with Location Based Features: Emerging Avenues for Marketing
  • Location-based Advertising (LBA) Gains Foothold at Airports
  • Global Airlines Performance by Region: 2020 Vs 2019
  • Cross-Platform Ad Campaigns Gain Edge over Single Platform Campaigns
  • Continuous Growth in Cross-Platform Video Advertising Market
  • Cross-Platform Video Advertising Market: % of Budget Allocated for Cross Platform Videos for the Years 2016-2019
  • In-App Advertising: A Promising Platform for Reaching the Desired Audience
  • Effective Delivery and Streaming of Ad Content Drives Demand for Digital Video Advertising
  • % of Companies Using Video Content as Marketing Tool for 2016-2020
  • Rapid Growth of Streaming Media and OTT Platforms Augurs Well for Digital Video Advertising
  • Global OTT (Over-The-Top) Market Size (in $ Billion) for the Years 2019, 2022 and 2025
  • Average Time Spent Per Day (in Minutes) on Videos in the US for 2015-2019
  • Mobile Video Ads Hold an Edge Over Online Video Ads
  • Native Advertising: The Next Big Thing in Display Advertising
  • Real-Time Bidding (RTB): The Next Generation Automated Display Advertising Technology
  • Rich Media Ads Gain Momentum Supported Efficient Broadband Connectivity
  • Maximum Visibility Drives Interest in Free Online Classified Ads
  • Customized Emails for Smarter Customer Engagement Sustain Demand for Email Advertising
  • Robust E-Commerce Activity Lends Traction to Market Growth
  • Global e-Commerce Market Growth Outlook (In %) For Years 2019 Through 2025
  • Digital Marketing Trends for Pharmaceutical Industry in the Future
  • Millennials Emerge as Key Demographic for Digital Advertising Market
  • Consumer Attitude towards Targeted Online Advertising by Age Group in the US: 2021
  • Rapid Urbanization & Expanding Middle Class: Mega Trends Strengthening Market Prospects
  • World Urban Population in Thousands: 1950-2050P
  • Global Middle Class Population (In Million) by Region for the Years 2020, 2025 and 2030
  • Global Middle Class Spending (US$ Trillion) by Region for the Years 2020, 2025, 2030
  • Key Issues and Challenges Hampering Prospects for Digital Advertising
  • Ad-Blocking: A Threat for Digital Advertising Revenues
  • Ad Blocking Penetration Worldwide: Usage Rate of Ad Blockers by Country for 2020
  • Ad Blocking Usage Rate (%) in the US for 2014-2020
  • Disablement of Third-Party Cookies: Potential Implications for Advertisers and Publishers
  • Global Browsers Market: Breakdown of User Base by Browser for 2020E
  • Major Problems Facing Service Providers in Monetizing Media Campaigns

4. GLOBAL MARKET PERSPECTIVE


III. MARKET ANALYSIS

UNITED STATES

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2022 (E)
  • United States: A Major Digital Advertising Market
  • Changing Media Consumption Trends Influence Market Demand
  • US Digital Media Market: Percent of Time Spent by Platform for 2020E
  • Digital Display Advertising Emerges as the Major Ad Format Type
  • Mobile Internet Advertising Offers Significant Growth Opportunities
  • High Smartphone Penetration: A Boon for the Mobile Advertising Market
  • Smartphone Users (in Millions) in the United States for the Years 2011, 2013, 2015, 2015 & 2021
  • Advanced Mobile Devices Foster Growth in Mobile Advertising Market
  • 4G LTE Widens Market Prospects
  • Digital Marketing Companies Focus on Social Media to Target Millennials
  • Social Media Advertising Market in the US: Annual Ad Spending Figures in US$ Billion for Years 2015, 2018, 2021 & 2024
  • Growing Prominence of Affiliate Marketing Bodes Well for the Market
  • Digital Video Advertising: One of the Fastest Growing Advertising Media
  • Digital Display Ad Spending in the US by Type (2015, 2017, & 2019): Percentage Breakdown for Rich Media, Sponsorships, Video, and Others
  • Security: One of the Most Common Risks in Digital Advertising
  • Steady Adoption by Various Industries Benefit Market Expansion
  • ‘Cost Per Revenue’: The New Mantra for Measuring Ad Success
  • Online Advertising Market in the US by Pricing Model (2013, 2015 & 2019)
  • Competitive Landscape
  • US Digital Advertising Market Share Breakdown of Leading Competitors (in %) for 2020E
  • Digital Display Advertising Market in the US: Market Share Breakdown of Leading Ad Selling Companies for 2020E
  • Search Advertising Market in the US: Market Share Breakdown of Leading Search Providers for 2020E

CANADA

  • Market Overview
  • Mobile Extends New Opportunity for Canadian Advertisers

JAPAN

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2022 (E)
  • Digital Advertising: Market Overview

CHINA

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2022 (E)
  • Digital Advertising Market Set for Impressive Growth in China
  • Average Time Spent on Internet per Week (in Hours) for Years 2009, 2015 & 2021
  • Large Internet User Base Favors Market Growth
  • Internet Usage in China (2008, 2011, 2014, 2017 & 2020): Breakdown by Number of Internet Users and Internet Penetration Rate
  • Internet Users in China : Percentage Breakdown of Internet Users by Age Group (2020)
  • Search Ads Market: E-Commerce Offers Growth
  • Leading Search Engines in China (2020): Percentage Breakdown of Revenues for Baidu, Sogou, and Others
  • Online Video Advertising: Promising Growth Opportunities
  • Mobile Advertising: A Rapidly Expanding Market
  • Chinese Mobile Subscriber Penetration as a Percentage (%) of Total Population for Years 2009, 2013, 2017 & 2021
  • Internet-Based Digital Services Find Popularity among Mobile Users
  • 4G Paves the Way for Wider Proliferation of Digital Ad and Marketing Campaigns
  • Chinese Mobile Communication Market by Technology (H1 2021): Percentage Breakdown of Subscribers for 4G, 5G, and 3G & 2G
  • Competitive Scenario
  • Chinese Digital Advertising Market: Ad Spending (in US$ Billion) of Leading Players for 2020E
  • Chinese Mobile Advertising Market by Leading Players (in %) for 2019

EUROPE

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2022 (E)
  • Europe: A Mature Yet Growing Market
  • Digital Display Advertising: On a High-Growth Path
  • Expanding Internet User Base: An Important Opportunity Indicator for the Market
  • Internet Penetration Rate (as a % of Population) in Select European Countries (February 2021)
  • Growing Penchant for Online Advertising by Youngsters Spur Market Demand
  • Paid Search Makes Steady Progress
  • Mobile Advertising Market: Immense Growth Potential
  • Smartphone Penetration as a Proportion (%) of Total Population in Select Countries (2020)
  • 4G Spurt Enhances Role of Mobile Devices in Digital Advertising
  • 4G LTE Market in Europe (2017 & 2022): Percentage Breakdown of Number of Unique Subscribers for France, Germany, Italy, UK, Spain, Russia, and Rest of Europe

FRANCE

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2022 (E)
  • Market Overview

GERMANY

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2022 (E)
  • Market Overview
  • Advertising Mix in Germany (2021): Percentage Breakdown of Ad Spending by Media

ITALY

UNITED KINGDOM

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2022 (E)
  • UK: The Core Market in Europe
  • E-Commerce and Banking: Opportunities for Online Advertising
  • Online Video and Mobile Ad Spending Surges in the UK
  • Mobile Emerges as a Key Marketing Channel for Brands
  • Advertising on Social Networking Sites Holds Promise
  • Social Network Ad Spending as a Percentage (%) of Total Advertising Spending in the UK: 2011, 2015 & 2019
  • UK Social Media Network Penetration (2019): Percentage (%) of Internet Users Owing an Account in Select Social Media Sites

SPAIN

RUSSIA

  • Digital Advertising: One of the Fastest Growing Advertising Media
  • Competitive Scenario
  • Leading Players in the Russian Banner Ads Market: Percentage Breakdown of Ad Spending for 2019

REST OF EUROPE

ASIA-PACIFIC

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2022 (E)
  • Market Overview
  • Mobile Advertising Emerges as a High Growth Market
  • Smartphone Penetration as a Proportion (%) of Total Population in Select Countries (2020)
  • Technological and Cultural Factors Hinder Growth

AUSTRALIA

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2022 (E)
  • Market Overview
  • Mobile Advertising: A Lucrative Opportunity for Digital Advertising

INDIA

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2022 (E)
  • Digital Advertising Exudes Tremendous Growth Potential in India
  • Internet Advertising: On the Road to Rapid Growth
  • India Gradually Adopting RTB and Programmatic Buying
  • Online Classifieds to Benefit SMBs in Cost-Effectively Targeting Audience
  • Mobile Advertising: Benefiting from Rising Mobile Phone Penetration
  • Businesses Focus on Social Media Advertising Market
  • Key Challenges Facing the Digital Advertising Market in India

SOUTH KOREA

  • Mobile Advertising on the Rise

REST OF ASIA-PACIFIC

LATIN AMERICA

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2022 (E)
  • Market Overview

ARGENTINA

BRAZIL

  • Market Overview

MEXICO


REST OF LATIN AMERICA

MIDDLE EAST

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2022 (E)
  • Demand for Digital Advertising Gains Momentum

IRAN


ISRAEL

SAUDI ARABIA

  • Market Overview

UNITED ARAB EMIRATES

  • Market Overview

REST OF MIDDLE EAST

AFRICA

  • Digital Advertising and Marketing Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2022 (E)
  • South Africa: Significant Growth on the Cards

IV. COMPETITION

  • Total Companies Profiled: 311
Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • Acxiom Corporation
  • Alibaba Group Holding Limited
  • Amazon.com, Inc.
  • Baidu, Inc.
  • Dentsu International
  • Eniro AB
  • Epsilon Data Management, LLC
  • Facebook, Inc.
  • Google, Inc.
  • IAC/InterActiveCorp.
  • Microsoft Corporation
  • LinkedIn Corporation
  • Sohu.com, Inc.
  • SXM Media
  • Tencent Holdings Ltd.
  • TradeDoubler AB
  • Twitter, Inc.
  • Xaxis, LLC
  • Verizon Media
Note: Product cover images may vary from those shown