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Digital Advertising Market Summary, Competitive Analysis and Forecast to 2027 (Global Almanac)

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    Report

  • 558 Pages
  • June 2023
  • Region: Global
  • MarketLine
  • ID: 5850871
Description Jump to:
Global Digital Advertising industry profile provides top-line qualitative and quantitative summary information including: market size (value 2018-22, and forecast to 2027). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights

  • The digital advertising market (also known as online marketing, Internet advertising or web advertising) represents expenditures on digital advertising. It consists of revenues gained by any advertising activities performed by the mean of Internet using mobile devices and personal computers. All market data and forecasts are represented in nominal terms (i.e., without adjustment for inflation) and all currency conversions used in the creation of this report have been calculated using constant 2022 annual average exchange rates.
  • The global digital advertising market had total revenues of $604.3 billion in 2022, representing a compound annual growth rate (CAGR) of 16.9% between 2017 and 2022.
  • The mobile segment accounted for the market's largest proportion in 2022, with total revenues of $426.3 billion, equivalent to 70.5% of the market's overall value.
  • The growing number of internet users has propelled investments in digital advertising. According to the latest available data by the World Bank, in 2021, the proportion of internet users in the total population globally reached 63% in 2021 as compared to 54% in 2019.

Scope

  • Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the global digital advertising market
  • Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the global digital advertising market
  • Leading company profiles reveal details of key digital advertising market players’ global operations and financial performance
  • Add weight to presentations and pitches by understanding the future growth prospects of the global digital advertising market with five year forecasts

Reasons to Buy

  • What was the size of the global digital advertising market by value in 2022?
  • What will be the size of the global digital advertising market in 2027?
  • What factors are affecting the strength of competition in the global digital advertising market?
  • How has the market performed over the last five years?
  • What are the main segments that make up the global digital advertising market?

Table of Contents

1 Executive Summary
1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Competitive landscape
2 Introduction
2.1. What is this report about?
2.2. Who is the target reader?
2.3. How to use this report
2.4. Definitions
3 Global Digital Advertising
3.1. Market Overview
3.2. Market Data
3.3. Market Segmentation
3.4. Market outlook
3.5. Five forces analysis
4 Macroeconomic Indicators
4.1. Country data
5 Digital Advertising in Asia-Pacific
5.1. Market Overview
5.2. Market Data
5.3. Market Segmentation
5.4. Market outlook
5.5. Five forces analysis
6 Digital Advertising in Europe
6.1. Market Overview
6.2. Market Data
6.3. Market Segmentation
6.4. Market outlook
6.5. Five forces analysis
7 Macroeconomic Indicators
7.1. Country data
8 Digital Advertising in France
8.1. Market Overview
8.2. Market Data
8.3. Market Segmentation
8.4. Market outlook
8.5. Five forces analysis
9 Macroeconomic Indicators
9.1. Country data
10 Digital Advertising in Germany
10.1. Market Overview
10.2. Market Data
10.3. Market Segmentation
10.4. Market outlook
10.5. Five forces analysis
11 Macroeconomic Indicators
11.1. Country data
12 Digital Advertising in Australia
12.1. Market Overview
12.2. Market Data
12.3. Market Segmentation
12.4. Market outlook
12.5. Five forces analysis
13 Macroeconomic Indicators
13.1. Country data
14 Digital Advertising in Brazil
14.1. Market Overview
14.2. Market Data
14.3. Market Segmentation
14.4. Market outlook
14.5. Five forces analysis
15 Macroeconomic Indicators
15.1. Country data
16 Digital Advertising in Canada
16.1. Market Overview
16.2. Market Data
16.3. Market Segmentation
16.4. Market outlook
16.5. Five forces analysis
17 Macroeconomic Indicators
17.1. Country data
18 Digital Advertising in China
18.1. Market Overview
18.2. Market Data
18.3. Market Segmentation
18.4. Market outlook
18.5. Five forces analysis
19 Macroeconomic Indicators
19.1. Country data
20 Digital Advertising in India
20.1. Market Overview
20.2. Market Data
20.3. Market Segmentation
20.4. Market outlook
20.5. Five forces analysis
21 Macroeconomic Indicators
21.1. Country data
22 Digital Advertising in Indonesia
22.1. Market Overview
22.2. Market Data
22.3. Market Segmentation
22.4. Market outlook
22.5. Five forces analysis
23 Macroeconomic Indicators
23.1. Country data
24 Digital Advertising in Italy
24.1. Market Overview
24.2. Market Data
24.3. Market Segmentation
24.4. Market outlook
24.5. Five forces analysis
25 Macroeconomic Indicators
25.1. Country data
26 Digital Advertising in Japan
26.1. Market Overview
26.2. Market Data
26.3. Market Segmentation
26.4. Market outlook
26.5. Five forces analysis
27 Macroeconomic Indicators
27.1. Country data
28 Digital Advertising in Mexico
28.1. Market Overview
28.2. Market Data
28.3. Market Segmentation
28.4. Market outlook
28.5. Five forces analysis
29 Macroeconomic Indicators
29.1. Country data
30 Digital Advertising in The Netherlands
30.1. Market Overview
30.2. Market Data
30.3. Market Segmentation
30.4. Market outlook
30.5. Five forces analysis
31 Macroeconomic Indicators
31.1. Country data
32 Digital Advertising in North America
32.1. Market Overview
32.2. Market Data
32.3. Market Segmentation
32.4. Market outlook
32.5. Five forces analysis
33 Digital Advertising in Russia
33.1. Market Overview
33.2. Market Data
33.3. Market Segmentation
33.4. Market outlook
33.5. Five forces analysis
34 Macroeconomic Indicators
34.1. Country data
35 Digital Advertising in Scandinavia
35.1. Market Overview
35.2. Market Data
35.3. Market Segmentation
35.4. Market outlook
35.5. Five forces analysis
36 Digital Advertising in Singapore
36.1. Market Overview
36.2. Market Data
36.3. Market Segmentation
36.4. Market outlook
36.5. Five forces analysis
37 Macroeconomic Indicators
37.1. Country data
38 Digital Advertising in South Africa
38.1. Market Overview
38.2. Market Data
38.3. Market Segmentation
38.4. Market outlook
38.5. Five forces analysis
39 Macroeconomic Indicators
39.1. Country data
40 Digital Advertising in South Korea
40.1. Market Overview
40.2. Market Data
40.3. Market Segmentation
40.4. Market outlook
40.5. Five forces analysis
41 Macroeconomic Indicators
41.1. Country data
42 Digital Advertising in Spain
42.1. Market Overview
42.2. Market Data
42.3. Market Segmentation
42.4. Market outlook
42.5. Five forces analysis
43 Macroeconomic Indicators
43.1. Country data
44 Digital Advertising in Turkey
44.1. Market Overview
44.2. Market Data
44.3. Market Segmentation
44.4. Market outlook
44.5. Five forces analysis
45 Macroeconomic Indicators
45.1. Country data
46 Digital Advertising in The United Kingdom
46.1. Market Overview
46.2. Market Data
46.3. Market Segmentation
46.4. Market outlook
46.5. Five forces analysis
47 Macroeconomic Indicators
47.1. Country data
48 Digital Advertising in The United States
48.1. Market Overview
48.2. Market Data
48.3. Market Segmentation
48.4. Market outlook
48.5. Five forces analysis
49 Macroeconomic Indicators
49.1. Country data
50 Company Profiles
50.1. Microsoft Corporation
50.2. Alphabet Inc
50.3. Amazon.com, Inc.
50.4. Alibaba Group Holding Limited
50.5. Meta Platforms, Inc.
50.6. Baidu, Inc.
50.7. Naver Corp
50.8. Beijing ByteDance Technology Co Ltd
50.9. Globo Comunicacao e Participacoes S.A.
50.10. Tencent Holdings Limited
50.11. Flipkart Internet Pvt Ltd
50.12. Rakuten Group Inc
50.13. Mercado Latino Inc
50.14. bol.com bv
50.15. Yandex NV
50.16. Mail.Ru Group LLC
50.17. Kakao Corp
51 Appendix
51.1. Methodology
51.2. About
List of Tables
  • Table 1: Global digital advertising market value: $ million, 2017-22
  • Table 2: Global digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 3: Global digital advertising market category segmentation: $ million, 2017-2022
  • Table 4: Global digital advertising market geography segmentation: $ million, 2022
  • Table 5: Global digital advertising market value forecast: $ million, 2022-27
  • Table 6: Global size of population (million), 2018-22
  • Table 7: Global gdp (constant 2005 prices, $ billion), 2018-22
  • Table 8: Global gdp (current prices, $ billion), 2018-22
  • Table 9: Global inflation, 2018-22
  • Table 10: Global consumer price index (absolute), 2018-22
  • Table 11: Global exchange rate, 2018-22
  • Table 12: Asia-Pacific digital advertising market value: $ million, 2017-22
  • Table 13: Asia-Pacific digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 14: Asia-Pacific digital advertising market category segmentation: $ million, 2017-2022
  • Table 15: Asia-Pacific digital advertising market geography segmentation: $ million, 2022
  • Table 16: Asia-Pacific digital advertising market value forecast: $ million, 2022-27
  • Table 17: Europe digital advertising market value: $ million, 2017-22
  • Table 18: Europe digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 19: Europe digital advertising market category segmentation: $ million, 2017-2022
  • Table 20: Europe digital advertising market geography segmentation: $ million, 2022
  • Table 21: Europe digital advertising market value forecast: $ million, 2022-27
  • Table 22: Europe size of population (million), 2018-22
  • Table 23: Europe gdp (constant 2005 prices, $ billion), 2018-22
  • Table 24: Europe gdp (current prices, $ billion), 2018-22
  • Table 25: Europe inflation, 2018-22
  • Table 26: Europe consumer price index (absolute), 2018-22
  • Table 27: Europe exchange rate, 2018-22
  • Table 28: France digital advertising market value: $ million, 2017-22
  • Table 29: France digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 30: France digital advertising market category segmentation: $ million, 2017-2022
  • Table 31: France digital advertising market geography segmentation: $ million, 2022
  • Table 32: France digital advertising market value forecast: $ million, 2022-27
  • Table 33: France size of population (million), 2018-22
  • Table 34: France gdp (constant 2005 prices, $ billion), 2018-22
  • Table 35: France gdp (current prices, $ billion), 2018-22
  • Table 36: France inflation, 2018-22
  • Table 37: France consumer price index (absolute), 2018-22
  • Table 38: France exchange rate, 2018-22
  • Table 39: Germany digital advertising market value: $ million, 2017-22
  • Table 40: Germany digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 41: Germany digital advertising market category segmentation: $ million, 2017-2022
  • Table 42: Germany digital advertising market geography segmentation: $ million, 2022
  • Table 43: Germany digital advertising market value forecast: $ million, 2022-27
  • Table 44: Germany size of population (million), 2018-22
  • Table 45: Germany gdp (constant 2005 prices, $ billion), 2018-22
  • Table 46: Germany gdp (current prices, $ billion), 2018-22
  • Table 47: Germany inflation, 2018-22
  • Table 48: Germany consumer price index (absolute), 2018-22
  • Table 49: Germany exchange rate, 2018-22
  • Table 50: Australia digital advertising market value: $ million, 2017-22
  • Table 51: Australia digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 52: Australia digital advertising market category segmentation: $ million, 2017-2022
  • Table 53: Australia digital advertising market geography segmentation: $ million, 2022
  • Table 54: Australia digital advertising market value forecast: $ million, 2022-27
  • Table 55: Australia size of population (million), 2018-22
  • Table 56: Australia gdp (constant 2005 prices, $ billion), 2018-22
  • Table 57: Australia gdp (current prices, $ billion), 2018-22
  • Table 58: Australia inflation, 2018-22
  • Table 59: Australia consumer price index (absolute), 2018-22
  • Table 60: Australia exchange rate, 2018-22
  • Table 61: Brazil digital advertising market value: $ million, 2017-22
  • Table 62: Brazil digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 63: Brazil digital advertising market category segmentation: $ million, 2017-2022
  • Table 64: Brazil digital advertising market geography segmentation: $ million, 2022
  • Table 65: Brazil digital advertising market value forecast: $ million, 2022-27
  • Table 66: Brazil size of population (million), 2018-22
  • Table 67: Brazil gdp (constant 2005 prices, $ billion), 2018-22
  • Table 68: Brazil gdp (current prices, $ billion), 2018-22
  • Table 69: Brazil inflation, 2018-22
  • Table 70: Brazil consumer price index (absolute), 2018-22
  • Table 71: Brazil exchange rate, 2018-22
  • Table 72: Canada digital advertising market value: $ million, 2017-22
  • Table 73: Canada digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 74: Canada digital advertising market category segmentation: $ million, 2017-2022
  • Table 75: Canada digital advertising market geography segmentation: $ million, 2022
  • Table 76: Canada digital advertising market value forecast: $ million, 2022-27
  • Table 77: Canada size of population (million), 2018-22
  • Table 78: Canada gdp (constant 2005 prices, $ billion), 2018-22
  • Table 79: Canada gdp (current prices, $ billion), 2018-22
  • Table 80: Canada inflation, 2018-22
  • Table 81: Canada consumer price index (absolute), 2018-22
  • Table 82: Canada exchange rate, 2018-22
  • Table 83: China digital advertising market value: $ million, 2017-22
  • Table 84: China digital advertising market category segmentation: % share, by value, 2017-2022
  • Table 85: China digital advertising market category segmentation: $ million, 2017-2022
  • Table 86: China digital advertising market geography segmentation: $ million, 2022
  • Table 87: China digital advertising market value forecast: $ million, 2022-27
  • Table 88: China size of population (million), 2018-22
  • Table 89: China gdp (constant 2005 prices, $ billion), 2018-22
  • Table 90: China gdp (current prices, $ billion), 2018-22
List of Figures
  • Figure 1: Global digital advertising market value: $ million, 2017-22
  • Figure 2: Global digital advertising market category segmentation: $ million, 2017-2022
  • Figure 3: Global digital advertising market geography segmentation: % share, by value, 2022
  • Figure 4: Global digital advertising market value forecast: $ million, 2022-27
  • Figure 5: Forces driving competition in the global digital advertising market, 2022
  • Figure 6: Drivers of buyer power in the global digital advertising market, 2022
  • Figure 7: Drivers of supplier power in the global digital advertising market, 2022
  • Figure 8: Factors influencing the likelihood of new entrants in the global digital advertising market, 2022
  • Figure 9: Factors influencing the threat of substitutes in the global digital advertising market, 2022
  • Figure 10: Drivers of degree of rivalry in the global digital advertising market, 2022
  • Figure 11: Asia-Pacific digital advertising market value: $ million, 2017-22
  • Figure 12: Asia-Pacific digital advertising market category segmentation: $ million, 2017-2022
  • Figure 13: Asia-Pacific digital advertising market geography segmentation: % share, by value, 2022
  • Figure 14: Asia-Pacific digital advertising market value forecast: $ million, 2022-27
  • Figure 15: Forces driving competition in the digital advertising market in Asia-Pacific, 2022
  • Figure 16: Drivers of buyer power in the digital advertising market in Asia-Pacific, 2022
  • Figure 17: Drivers of supplier power in the digital advertising market in Asia-Pacific, 2022
  • Figure 18: Factors influencing the likelihood of new entrants in the digital advertising market in Asia-Pacific, 2022
  • Figure 19: Factors influencing the threat of substitutes in the digital advertising market in Asia-Pacific, 2022
  • Figure 20: Drivers of degree of rivalry in the digital advertising market in Asia-Pacific, 2022
  • Figure 21: Europe digital advertising market value: $ million, 2017-22
  • Figure 22: Europe digital advertising market category segmentation: $ million, 2017-2022
  • Figure 23: Europe digital advertising market geography segmentation: % share, by value, 2022
  • Figure 24: Europe digital advertising market value forecast: $ million, 2022-27
  • Figure 25: Forces driving competition in the digital advertising market in Europe, 2022
  • Figure 26: Drivers of buyer power in the digital advertising market in Europe, 2022
  • Figure 27: Drivers of supplier power in the digital advertising market in Europe, 2022
  • Figure 28: Factors influencing the likelihood of new entrants in the digital advertising market in Europe, 2022
  • Figure 29: Factors influencing the threat of substitutes in the digital advertising market in Europe, 2022
  • Figure 30: Drivers of degree of rivalry in the digital advertising market in Europe, 2022
  • Figure 31: France digital advertising market value: $ million, 2017-22
  • Figure 32: France digital advertising market category segmentation: $ million, 2017-2022
  • Figure 33: France digital advertising market geography segmentation: % share, by value, 2022
  • Figure 34: France digital advertising market value forecast: $ million, 2022-27
  • Figure 35: Forces driving competition in the digital advertising market in France, 2022
  • Figure 36: Drivers of buyer power in the digital advertising market in France, 2022
  • Figure 37: Drivers of supplier power in the digital advertising market in France, 2022
  • Figure 38: Factors influencing the likelihood of new entrants in the digital advertising market in France, 2022
  • Figure 39: Factors influencing the threat of substitutes in the digital advertising market in France, 2022
  • Figure 40: Drivers of degree of rivalry in the digital advertising market in France, 2022
  • Figure 41: Germany digital advertising market value: $ million, 2017-22
  • Figure 42: Germany digital advertising market category segmentation: $ million, 2017-2022
  • Figure 43: Germany digital advertising market geography segmentation: % share, by value, 2022
  • Figure 44: Germany digital advertising market value forecast: $ million, 2022-27
  • Figure 45: Forces driving competition in the digital advertising market in Germany, 2022
  • Figure 46: Drivers of buyer power in the digital advertising market in Germany, 2022
  • Figure 47: Drivers of supplier power in the digital advertising market in Germany, 2022
  • Figure 48: Factors influencing the likelihood of new entrants in the digital advertising market in Germany, 2022
  • Figure 49: Factors influencing the threat of substitutes in the digital advertising market in Germany, 2022
  • Figure 50: Drivers of degree of rivalry in the digital advertising market in Germany, 2022
  • Figure 51: Australia digital advertising market value: $ million, 2017-22
  • Figure 52: Australia digital advertising market category segmentation: $ million, 2017-2022
  • Figure 53: Australia digital advertising market geography segmentation: % share, by value, 2022
  • Figure 54: Australia digital advertising market value forecast: $ million, 2022-27
  • Figure 55: Forces driving competition in the digital advertising market in Australia, 2022
  • Figure 56: Drivers of buyer power in the digital advertising market in Australia, 2022
  • Figure 57: Drivers of supplier power in the digital advertising market in Australia, 2022
  • Figure 58: Factors influencing the likelihood of new entrants in the digital advertising market in Australia, 2022
  • Figure 59: Factors influencing the threat of substitutes in the digital advertising market in Australia, 2022
  • Figure 60: Drivers of degree of rivalry in the digital advertising market in Australia, 2022
  • Figure 61: Brazil digital advertising market value: $ million, 2017-22
  • Figure 62: Brazil digital advertising market category segmentation: $ million, 2017-2022
  • Figure 63: Brazil digital advertising market geography segmentation: % share, by value, 2022
  • Figure 64: Brazil digital advertising market value forecast: $ million, 2022-27
  • Figure 65: Forces driving competition in the digital advertising market in Brazil, 2022
  • Figure 66: Drivers of buyer power in the digital advertising market in Brazil, 2022
  • Figure 67: Drivers of supplier power in the digital advertising market in Brazil, 2022
  • Figure 68: Factors influencing the likelihood of new entrants in the digital advertising market in Brazil, 2022
  • Figure 69: Factors influencing the threat of substitutes in the digital advertising market in Brazil, 2022
  • Figure 70: Drivers of degree of rivalry in the digital advertising market in Brazil, 2022
  • Figure 71: Canada digital advertising market value: $ million, 2017-22
  • Figure 72: Canada digital advertising market category segmentation: $ million, 2017-2022
  • Figure 73: Canada digital advertising market geography segmentation: % share, by value, 2022
  • Figure 74: Canada digital advertising market value forecast: $ million, 2022-27
  • Figure 75: Forces driving competition in the digital advertising market in Canada, 2022
  • Figure 76: Drivers of buyer power in the digital advertising market in Canada, 2022
  • Figure 77: Drivers of supplier power in the digital advertising market in Canada, 2022
  • Figure 78: Factors influencing the likelihood of new entrants in the digital advertising market in Canada, 2022
  • Figure 79: Factors influencing the threat of substitutes in the digital advertising market in Canada, 2022
  • Figure 80: Drivers of degree of rivalry in the digital advertising market in Canada, 2022
  • Figure 81: China digital advertising market value: $ million, 2017-22
  • Figure 82: China digital advertising market category segmentation: $ million, 2017-2022
  • Figure 83: China digital advertising market geography segmentation: % share, by value, 2022
  • Figure 84: China digital advertising market value forecast: $ million, 2022-27
  • Figure 85: Forces driving competition in the digital advertising market in China, 2022
  • Figure 86: Drivers of buyer power in the digital advertising market in China, 2022
  • Figure 87: Drivers of supplier power in the digital advertising market in China, 2022
  • Figure 88: Factors influencing the likelihood of new entrants in the digital advertising market in China, 2022
  • Figure 89: Factors influencing the threat of substitutes in the digital advertising market in China, 2022
  • Figure 90: Drivers of degree of rivalry in the digital advertising market in China, 2022

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Microsoft Corporation
  • Alphabet Inc
  • Amazon.com, Inc.
  • Alibaba Group Holding Limited
  • Meta Platforms, Inc.
  • Baidu, Inc.
  • Naver Corp
  • Beijing ByteDance Technology Co Ltd
  • Globo Comunicacao e Participacoes S.A.
  • Tencent Holdings Limited
  • Flipkart Internet Pvt Ltd
  • Rakuten Group Inc
  • Mercado Latino Inc
bol.com bv
  • Yandex NV
  • Mail.Ru Group LLC
  • Kakao Corp

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