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Contextual Advertising - Global Market Trajectory & Analytics

  • ID: 4804634
  • Report
  • February 2022
  • Region: Global
  • 544 Pages
  • Global Industry Analysts, Inc

FEATURED COMPANIES

  • Amazon.com
  • AOL
  • Flurry
  • Google
  • Infolinks
  • Microsoft

Global Contextual Advertising Market to Reach $335.1 Billion by 2026


Contextual advertising refers to advertising made available on a website and which is relevant to the content in the page. The ads are usually displayed through automated systems and ad content is directly related to web page content being viewed by the user. Ad selection in done based on keyword targeting. Also called in-context technology or in-text advertising, contextual advertising is a type of targeted advertising controlled with the help of linguistic elements. This advertising system works by scanning website text for keywords based on which, advertisements are sent to the webpage. The ads appear in the form of pop-up ads. An example of contextual advertising is display of ticket sellers and memorabilia dealers to users viewing sports websites. Search engines also use contextual advertisements for displaying ads on search result pages. The search engines use keywords in the queries of users for choosing the ads. A minimum amount of time is given for the display allowing the visitor to click on the ad and if the user does not click on it within that time, the ad changes automatically to the next relevant one. One of the main advantages with contextual advertising is that it is less irritating to users compared to conventional advertising. For this reason, it is able to effectively influence more people and increase ad response chances.

Amid the COVID-19 crisis, the global market for Contextual Advertising estimated at US$157.4 Billion in the year 2020, is projected to reach a revised size of US$335.1 Billion by 2026, growing at a CAGR of 13.3% over the analysis period. Activity-based Advertising, one of the segments analyzed in the report, is projected to grow at a 14.2% CAGR to reach US$195 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 Location-Based Advertising segment is readjusted to a revised 12.8% CAGR for the next 7-year period. This segment currently accounts for a 40.6% share of the global Contextual Advertising market.



The U.S. Market is Estimated at $57.1 Billion in 2021, While China is Forecast to Reach $45.4 Billion by 2026


The Contextual Advertising market in the U.S. is estimated at US$57.1 Billion in the year 2021. The country currently accounts for a 32.76% share in the global market. China, the world second largest economy, is forecast to reach an estimated market size of US$45.4 Billion in the year 2026 trailing a CAGR of 16.3% through the analysis period. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 11.3% and 11.8% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 12.4% CAGR while Rest of European market (as defined in the study) will reach US$52.1 Billion by the close of the analysis period.

The market is expected to witness encouraging growth supported by marketers making huge investments in developing new products; increase in social media users in many developed and developing countries; and increasing trend towards mobile advertising. Other key factors responsible for boosting growth include increased adoption of artificial intelligence and big data analytics in digital marketing; increased number and use of smartphones; as well as global personalized marketing strategies. Also, the use and integration of augmented reality and virtual reality in regards to digitally engaging customers is expected to offer immense opportunities for growth, while, also ensuring rapid market growth in the near future. Mobile devices, on the basis of deployment, are likely to account for the biggest size of the market. Mobile advertising is among the key advancements that is attracting customers towards a specific product, service, or brand. Growth in mobile advertising is expected to support the overall growth in the contextual advertising market globally in the near future.

Publishers are utilizing smart methods for using contextual data tools; thereby attaining more command on their contextual advertisement revenues as the focus sways away from third-party based and data-heavy audience targeting. Contextual advertisement targeting involves advertisements that are displayed to people on the basis of the environment wherein the content is being read. This is becoming increasingly nuanced as brand safety requires more specific technology tools in their classification of a page that goes beyond modest keywords. Publishers are building their context-based advertisement tools and integrating the same with first-party data segments. Publishers are pairing contextual data with existent first-party data identifiers that include email addresses or CRM records; developing duplicate audience segments for the purpose of unknown audience.

Select Competitors (Total 152 Featured) -

  • Adobe Systems Incorporated
  • Amazon.com
  • Amobee, Inc.
  • AOL
  • Facebook
  • Flurry
  • Flytxt
  • Google
  • IAC
  • Infolinks
  • Media.net
  • Microsoft
  • SAP SE
  • Twitter, Inc.
  • Yahoo! Inc.
Frequently Asked Questions about the Global Market for Contextual Advertising

What is the estimated value of the Global Market for Contextual Advertising?

The Global Market for Contextual Advertising was estimated to be valued at $157.4 Billion in 2020.

What is the growth rate of the Global Market for Contextual Advertising?

The growth rate of the Global Market for Contextual Advertising is 13.4%, with an estimated value of $335.1 Billion by 2026.

What is the forecasted size of the Global Market for Contextual Advertising?

The Global Market for Contextual Advertising is estimated to be worth $335.1 Billion by 2026.

Who are the key companies in the Global Market for Contextual Advertising?

Key companies in the Global Market for Contextual Advertising include Adobe Systems Incorporated, Amazon.com, Amobee, Inc., AOL, Facebook, Flurry, Flytxt, Google and Infolinks.
Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Amazon.com
  • AOL
  • Flurry
  • Google
  • Infolinks
  • Microsoft

I. METHODOLOGY


II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW

  • Influencer Market Insights
  • World Market Trajectories
  • 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
  • Global Advertising, Media & Broadcasting Market: Annual % Growth by Major Geographies for 2019-2025
  • The Market for Contextual Advertising and the Pandemic Impact
  • The CCPA to Bring About Major Changes to the Digital Advertising Landscape in California
  • COVID-19 Impact on Advertising Industry Affects AI Investments
  • COVID-19 Impact on Global Ad Spending within Digital Medium: 2021
  • Advertising: Essential for Corporate/Brand Survival & Existence
  • Global Advertising Spending by Medium (in %): 2020E
  • An Introduction to Contextual Advertising
  • Contextual Advertising: The Many Advantages
  • Advantages and Disadvantages with Behavioral and Contextual Targeting Strategies
  • Global Market Prospects & Outlook
  • Contextual Advertising the Best Bet for Advertisers amid the Pandemic
  • Supercharging Contextual Advertising Leads to Growth in Revenue for Publishers
  • Possibilities Galore for AI in Digital Marketing
  • Key Growth Drivers
  • Restrictions on Collection of Location Data to Cost Marketers
  • Consumer Willingness to Share Location and Personal Data
  • Analysis by Type
  • World Contextual Advertising Market by Type (2021 & 2027): Percentage Breakdown of Revenues for Activity-Based Advertising, Location-Based Advertising, and Other Types
  • Analysis by Vertical: Consumer Goods, Retail & Restaurants Lead the Market
  • World Contextual Advertising Market by Vertical (2021 & 2027): Percentage Breakdown of Revenues for Consumer Goods, Retail & Restaurants; IT & Telecom; BFSI; Media & Entertainment; Travel, Transportation & Automobiles; Healthcare; and Academia & Government
  • Regional Analysis
  • World Contextual Advertising Market: Percentage Breakdown of Revenues for Developed and Developing Regions for the Years 2021 & 2027
  • World Contextual Advertising Market: Geographic Regions Ranked by CAGR (Revenues) for 2020-2027
  • Competitive Scenario
  • Recent Market Activity
  • Advertising Network Technologies Competitor Market Share Scenario Worldwide (in %): 2021E
  • Contextual 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

  • Rising Internet Usage Widens Opportunities for Contextual Advertising
  • World Internet Penetration Rate (in %) by Geographic Region: February 2021
  • Growing Importance of Digital Advertising Favors Growth
  • World Digital Advertising Expenditure (in US$ Billion) for the Years 2019, 2021, and 2023
  • Digital Ad Spending as % of Total Media Ad Spending in Select Countries for the Year 2019
  • Digital Content Consumption Patterns Underpin Revenue Growth
  • Millennials Emerge as Key Demographic
  • Consumer Attitude towards Targeted Online Advertising by Age Group in the US: 2021
  • Contextual Advertising: A Look Into Key Trends Impacting the Market Direction
  • Stringent Data Privacy Regulations Give Impetus to Contextual Targeting
  • Cookie Phase-Out Diverts Attention to Contextual Advertising
  • Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy
  • Advances in AI and ML to Embolden Real-Time Contextual Targeting
  • Widespread Adoption of Web-Enabled Mobile Devices Boosts Market Prospects
  • Smartphone, Tablets, and Laptops Shipments in Million Units for the Years 2019, 2021 and 2023
  • Mobile Advertising Trends Accelerate Growth in Contextual Advertising Market
  • 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
  • Large Base of Social Media Users Presents Lucrative Opportunities
  • Rising Importance of Location-based Advertising Augurs Well
  • Growing Reliance on First-Party Data for People-Based Targeting Enhances Opportunities

4. GLOBAL MARKET PERSPECTIVE


III. MARKET ANALYSIS

UNITED STATES

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2022 (E)

CANADA

JAPAN

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2022 (E)

CHINA

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2022 (E)

EUROPE

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2022 (E)

FRANCE

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2022 (E)

GERMANY

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2022 (E)

ITALY

UNITED KINGDOM

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2022 (E)

SPAIN


RUSSIA


REST OF EUROPE

ASIA-PACIFIC

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2022 (E)

AUSTRALIA

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2022 (E)

INDIA

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2022 (E)

SOUTH KOREA


REST OF ASIA-PACIFIC

LATIN AMERICA

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

ARGENTINA


BRAZIL


MEXICO


REST OF LATIN AMERICA

MIDDLE EAST

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2022 (E)

IRAN


ISRAEL


SAUDI ARABIA


UNITED ARAB EMIRATES


REST OF MIDDLE EAST

AFRICA

  • Contextual Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2022 (E)

IV. COMPETITION

  • Total Companies Profiled: 152
Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • Adobe Systems Incorporated
  • Amazon.com
  • Amobee, Inc.
  • AOL
  • Facebook
  • Flurry
  • Flytxt
  • Google
  • IAC
  • Infolinks
  • Media.net
  • Microsoft
  • SAP SE
  • Twitter, Inc.
  • Yahoo! Inc.
Note: Product cover images may vary from those shown