Increasing Adoption of Emerging Technologies and Digital Advertising Analytics
The global market for digital ads was estimated to be nearly $563.4 billion in 2021 and is expected to grow to $1.3 trillion in 2027. The global market for digital ads is expected to grow at a CAGR (compound annual growth rate) of 14.7% from 2022 to 2027, which is a remarkable growth rate for any industry. This growth rate directly results of a sharp increase in smartphone penetration, internet users worldwide and social media adoption.
Over the past decade, digital ads have gained tremendous popularity due to the growing acceptance of digital platforms. As a result of the increasing use of mobile devices around the world, advertisers are focusing on reaching a wider audience through digital ads. Demand for digital ads is driven by the increasing digital spending of businesses and the shift from print media to online media. Moreover, market growth is expected to be driven in the coming years by increasing usage of smartphones, social media, and online video streaming services.
In this report, the global market for digital ads has been segmented based on ad format, device type, pricing model, end users, and region. The ad formats covers in the study includes paid search ads, display ads, video ads, social media ads, and others. The paid search ads contributed major share in the global market for digital ads, holding 35.6% in 2021. However, social media ads are expected to be the fastest-growing ad formats, growing at a CAGR of 17.8% during the forecast period.
The global market for digital ads has been segmented based on device type into mobile/tablets, desktop/laptops, and others. In 2021, the mobile/tablets segment secured a stronghold share of 79.4% in the global market for digital ads. While its continued growth is cannibalizing from desktop viewership, the ad spending on desktop is expected to have considerable growth in the forecast period.
The global digital ad market based on end user is segmented into BFSI, telecommunications, automotive, retail, healthcare and pharmaceutical, and others. Among end users, the retail segment was the highest revenue generator for digital ads in 2021.
In 2021, Google, Meta (formerly Facebook), Microsoft, Amazon, and Alibaba were the top shareholders in the global market for digital ads. Some of the noticeable players in the global market for digital ads include Twitter, Adobe, Baidu, WPP, and others. As a result of high competition among brands, investments in digital ads are increasing.
In terms of region, Asia-Pacific, the U.S. and western Europe markets are the most vital for the digital ad industry. Some parts of Asia-Pacific are emerging digital ad markets, while Japan, India and China are showing moderate digital ad market maturity. In 2021, North America dominated the digital ad market, accounting for 39.6% of the overall market. The Asia-Pacific region is expected to grow at the highest CAGR, 17.1%, and is expected to reach at market size of $372.7 billion by 2027.
Report Scope
This report provides an overview and analysis of the global market for digital advertising. Using 2021 as the base year, the report provides estimated market data for the forecast period of 2022 through 2027. This report also offers insights on drivers, restraints, and opportunities for the market, which were gathered through primary and secondary research. It also covers various market factors, including COVID-19 impact, Porter’s five forces, and use case analysis.
This report has been prepared in a simple, easy-to-understand format, with some tables and charts/figures. The report’s scope includes a detailed study of global and regional markets for ad format, device type, pricing model, end-users, and region. The qualitative and quantitative data of all segments are provided in the report. The report examines each segment, determines its current market size, and estimates its future market sizes with compound annual growth rates (CAGRs).
The report also provides detailed profiles of the significant digital advertising players and their strategies to enhance their market presence. The report provides a competitive landscape that includes a market ranking/share analysis of top digital advertising providers in 2021.
The report includes:
- 72 data tables and 28 additional tables
- An updated overview and analysis of the global market for digital advertising
- Analyses of the global market trends, with historic market revenue for 2021, estimates for 2022, and projections of compound annual growth rates (CAGRs) through 2027
- Understanding of the upcoming market opportunities and growth driving factors for digital ads, and areas of focus to forecast this market into various segments and sub-segments
- Estimation of the actual market size and revenue forecast for global digital advertising market in USD million values, and its corresponding market share analysis based on the advertisement format, device type, pricing model, end-user, and region
- In-depth information (facts and figures) on the major market driving trends, opportunities and challenges, technology advancements, value chain analysis, and competitive environment in the global digital advertising market
- Coverage of the technological, economic, and business considerations of the digital advertising industry, with market data analyses and growth forecasts through 2027
- Updated information on key mergers and acquisition deals, agreements, collaborations and other impactful strategies adopted by key players in the global digital advertising market
- Identification of the major stakeholders and analysis of the company competitive landscape based on their recent market developments, financial performance, and segmental revenues
- Descriptive company profiles of the leading global players, including Alibaba Group Holding Group Ltd., Microsoft Corp., Tencent Holdings Ltd., Twitter Inc., Adobe Inc. and Alphabet Inc.
Table of Contents
Chapter 1 Introduction1.1 Introduction
1.2 Study Goals and Objectives
1.3 Reasons for Doing This Study
1.4 Scope of Report
1.5 Information Sources
1.6 Research Methodology
1.7 Intended Audience
1.8 Geographic Breakdown
1.9 Analyst's Credentials
1.10 Custom Research
1.11 Related Reports
Chapter 2 Summary and Highlights
Chapter 3 Technology and Market Overview
3.1 Current Market Overview
3.2 Digital vs. Traditional Advertising
3.3 History of Digital Advertising
3.4 Future Market Expectations
3.4.1 Mobile Gaming
3.4.2 5G Technology
3.5 Macroeconomic Factors Analysis
3.5.1 Impact of COVID-19 on the Market
3.6 Supply-Demand Analysis
3.6.1 Supply Side of Market
3.6.2 Demand Side of Market
3.7 Regulations for Digital Advertising
3.7.1 General Data Protection Regulation (GDPR)
3.7.2 Payment Card Industry Data Security Standard (PCI DSS)
3.7.3 Personal Data Protection Act (U.K.)
3.7.4 International Organization for Standardization 27001 (ISO 27001)
3.7.5 California Consumer Privacy Act of 2018
3.7.6 Health Insurance Portability and Accountability Act (HIPAA) of 1996
3.7.7 Health Information Technology for Economic and Clinical Health Act (HITECH Act)
3.7.8 European Market Infrastructure Regulation
3.7.9 Basel Committee on Banking Supervision 239 (BSBS 239) Compliance
3.7.10 Sarbanes-Oxley Act
3.7.11 Gramm-Leach-Bliley Act (GLBA)
3.7.12 Privacy Act 1988 of Australia
3.7.13 Other Regulations
3.8 Porter's Five Forces Analysis for Digital Advertising Market
3.8.1 Threat from New Entrants
3.8.2 Threat of Substitution
3.8.3 Competitive Rivalry
3.8.4 Bargaining Power of Buyers
3.8.5 Bargaining Power of Suppliers
Chapter 4 Market Dynamics
4.1 Introduction
4.2 Market Drivers
4.2.1 Extensive Adoption of Smartphones and Emergence of High-Speed Internet
4.2.2 Increasing Penetration of Social Media Platforms
4.2.3 Rapidly Growing E-Commerce Industry
4.2.4 Rising Adoption of Location-Based Marketing to Enhance Offerings
4.2.5 Growing Demand for Paid Search Engine Ads
4.3 Market Restraints
4.3.1 Data Security and Privacy Concerns for Customer's Confidential Data
4.3.2 High Costs of Digital Video Ads
4.4 Market Challenges
4.4.1 Growing Use of Ad Blockers
4.4.2 Regulatory and Compliance Constraints
4.5 Market Opportunities
4.5.1 Increased Usage of Digital Video Ads
4.5.2 Increasing Adoption of Emerging Technologies and Digital Advertising Analytics
4.5.3 Rising Use of Age-Group Specific and In-App Mobile Ads
4.5.4 Growing Inclination for Omnichannel Marketing and Cross-Device Targeting
Chapter 5 Market Breakdown by Ad Format
5.1 Introduction
5.2 Paid Search/Search Engine Ads
5.2.1 Types of SEA
5.3 Display Ads
5.3.1 Types of Display Ads
5.4 Digital Video Ads
5.4.1 Types of Digital Video Ads
5.5 Social Media Ads
5.5.1 Types of Social Media Ads
5.6 Others
5.6.1 Audio Ads
5.6.2 Email Ads
5.6.3 Consumer-Generated Ads
Chapter 6 Market Breakdown by Device Type
6.1 Introduction
6.2 Desktop/Laptops
6.3 Mobile/Tablets
6.4 Others
6.4.1 Connected TV (CTV)
6.4.2 Streaming Set-Top Box
Chapter 7 Market Breakdown by Pricing Model
7.1 Introduction
7.1.1 Fixed Pricing
7.1.2 Performance-Based Pricing
Chapter 8 Market Breakdown by End-User Industry
8.1 Introduction
8.2 Banking, Financial Services and Insurance (BFSI)
8.3 Telecommunications
8.4 Automotive
8.5 Retail
8.6 Healthcare and Pharmaceutical
8.7 Others
8.7.1 Travel and Hospitality
8.7.2 Media and Entertainment
8.7.3 Transportation and Logistics
Chapter 9 Market Breakdown by Region
9.1 Introduction
9.2 North American Market Outlook
9.2.1 United States
9.2.2 Canada
9.2.3 Mexico
9.3 European Market Outlook
9.3.1 United Kingdom
9.3.2 Germany
9.3.3 France
9.3.4 Rest of Europe
9.4 Asia-Pacific Market Outlook
9.4.1 China
9.4.2 Japan
9.4.3 India
9.4.4 Rest of Asia-Pacific
9.5 Rest of World (RoW) Market Outlook
9.5.1 Latin America
9.5.2 Middle East and Africa
Chapter 10 Competitive Landscape
10.1 Players Analysis
10.2 Strategic Analysis
Chapter 11 Patent Analysis
11.1 Patent Analysis
11.2 List of Recently Granted Patents
Chapter 12 Company Profiles
- Adobe Inc.
- Alibaba Holding Group Ltd.
- Alphabet Inc.
- Amazon.Com Inc.
- Baidu Inc.
- Dentsu Group Inc.
- Eniro Group AB
- Epsilon Data Management LLC
- IAC Inc.
- Liveramp Holdings Inc.
- Meta Platforms Inc.
- Microsoft Corp.
- Sirius XM Holdings Inc. (Onhold)
- Sohu.com Ltd.
- Tencent Holdings Ltd.
- Tradedoubler Ab
- Twitter Inc.
- Xaxis LLC
Summary Table: Global Market for Digital Advertising, by Region, Through 2027
Table 1: Digital vs. Traditional Ads
Table 2: Digital Ads Providers, by Ad Format
Table 3: Global Market for Digital Advertising, by Ad Format, Through 2027
Table 4: Monthly Active Users on Top Social Media Platforms
Table 5: Global Market for Digital Advertising, by Device Type, Through 2027
Table 6: Global Market for Digital Advertising, by Pricing Model, Through 2027
Table 7: Top Performance-Based Ad Providers
Table 8: Global Market for Digital Advertising, by End-User Industry, Through 2027
Table 9: Global Market for Digital Advertising, by Region, Through 2027
Table 10: North American Market for Digital Advertising, by Country, Through 2027
Table 11: North American Market for Digital Advertising, by Ad Format, Through 2027
Table 12: North American Market for Digital Advertising, by Device Type, Through 2027
Table 13: North American Market for Digital Advertising, by Pricing Model, Through 2027
Table 14: North American Market for Digital Advertising, by End-User Industry, Through 2027
Table 15: European Market for Digital Advertising, by Country, Through 2027
Table 16: European Market for Digital Advertising, by Ad Format, Through 2027
Table 17: European Market for Digital Advertising, by Device Type, Through 2027
Table 18: European Market for Digital Advertising, by Pricing Model, Through 2027
Table 19: European Market for Digital Advertising, by End-User Industry, Through 2027
Table 20: Asia-Pacific Market for Digital Advertising, by Country, Through 2027
Table 21: Asia-Pacific Market for Digital Advertising, by Ad Format, Through 2027
Table 22: Asia-Pacific Market for Digital Advertising, by Device Type, Through 2027
Table 23: Asia-Pacific Market for Digital Advertising, by Pricing Model, Through 2027
Table 24: Asia-Pacific Market for Digital Advertising, by End-User Industry, Through 2027
Table 25: RoW Market for Digital Advertising, by Subregion, Through 2027
Table 26: RoW Market for Digital Advertising, by Ad Format, Through 2027
Table 27: RoW Market for Digital Advertising, by Device Type, Through 2027
Table 28: RoW Market for Digital Advertising, by Pricing Model, Through 2027
Table 29: RoW Market for Digital Advertising, by End-User Industry, Through 2027
Table 30: Top 5 Players Ranking in the Global Digital Advertising Market, 2021
Table 31: Product Launches and Developments in the Global Market for Digital Advertising, April 2020 to January 2023
Table 32: Agreements, Collaborations and Partnerships in the Global Market for Digital Advertising, February 2021 to January 2023
Table 33: M&A Deals in the Global Market for Digital Advertising, 2021
Table 34: Patent Applications on Digital Advertising Technologies, by Country, 2018-Jan. 2023
Table 35: Top Patent Applicants on Digital Advertising
Table 36: Adobe Inc.: Company Snapshot
Table 37: Adobe Inc.: Annual Revenue, 2019-2021
Table 38: Alibaba Group Holding Group Ltd.: Company Snapshot
Table 39: Alibaba Group Holding Group Ltd.: Annual Revenue, 2019-2021
Table 40: Alphabet Inc.: Company Snapshot
Table 41: Alphabet Inc.: Annual Revenue, 2019-2021
Table 42: Amazon.com Inc.: Company Snapshot
Table 43: Amazon.com Inc.: Annual Revenue, 2019-2021
Table 44: Baidu Inc.: Company Snapshot
Table 45: Baidu Inc.: Annual Revenue, 2019-2021
Table 46: Dentsu Group Inc.: Company Snapshot
Table 47: Dentsu Group Inc.: Annual Revenue, 2019-2021
Table 48: Eniro Group AB: Company Snapshot
Table 49: Eniro Group AB: Annual Revenue, 2019-2021
Table 50: Epsilon Data Management LLC: Company Snapshot
Table 51: IAC Inc.: Company Snapshot
Table 52: IAC Inc.: Annual Revenue, 2019-2021
Table 53: LiveRamp Holdings Inc.: Company Snapshot
Table 54: LiveRamp Holdings Inc.: Annual Revenue, 2019-2021
Table 55: Meta Platforms Inc.: Company Snapshot
Table 56: Meta Platforms Inc.: Annual Revenue, 2019-2021
Table 57: Microsoft Corp.: Company Snapshot
Table 58: Microsoft Corp.: Annual Revenue, 2019-2021
Table 59: Sirius XM Holdings Inc.: Company Snapshot
Table 60: Sirius XM Holdings Inc.: Annual Revenue, 2019-2021
Table 61: Sohu.com Ltd.: Company Snapshot
Table 62: Sohu.com Ltd.: Annual Revenue, 2019-2021
Table 63: Tencent Holdings Ltd.: Company Snapshot
Table 64: Tencent Holdings Ltd.: Annual Revenue, 2019-2021
Table 65: Tradedoubler AB: Company Snapshot
Table 66: Tradedoubler AB: Annual Revenue, 2019-2021
Table 67: Twitter Inc.: Company Snapshot
Table 68: Twitter Inc.: Annual Revenue, 2019-2021
Table 69: Xaxis LLC: Company Snapshot
List of Figures
Summary Figure: Global Market Shares of Digital Advertising, by Region, 2021
Figure 1: Digital Ads Supply-Demand Analysis
Figure 2: Porter’s Five Forces Analysis: Global Digital Ad Market
Figure 3: Market Dynamics: Digital Advertising Industry
Figure 4: Global Market Shares of Digital Advertising, by Ad Format, 2021
Figure 5: Global Market Shares of Search Engines, by Provider, 2021
Figure 6: Types of Search Engine Ads
Figure 7: Types of Display Ads
Figure 8: Types of Digital Video Ads
Figure 9: Global Market Shares of Social Media Platfroms, 2021
Figure 10: Types of Social Media Ads
Figure 11: Global Market Shares of Digital Advertising, by Device Type, 2021
Figure 12: Global Market Shares of Digital Advertising, by Pricing Model, 2021
Figure 13: Global Market Shares of Digital Advertising, by End-User Industry, 2021
Figure 14: Global Market Shares of Digital Advertising, by Region, 2021
Figure 15: North American Market Shares of Digital Advertising, by Country, 2021
Figure 16: North American Market Shares of Digital Advertising, by Ad Format, 2021
Figure 17: North American Market Shares of Digital Advertising, by Device Type, 2021
Figure 18: North American Market Shares of Digital Advertising, by Pricing Model, 2021
Figure 19: North American Market Shares of Digital Advertising, by End-User Industry, 2021
Figure 20: European Market Shares of Digital Advertising, by Country, 2021
Figure 21: European Market Shares of Digital Advertising, by Ad Format, 2021
Figure 22: European Market Shares of Digital Advertising, by Device Type, 2021
Figure 23: European Market Shares of Digital Advertising, by Pricing Model, 2021
Figure 24: European Market Shares of Digital Advertising, by End-User Industry, 2021
Figure 25: Asia-Pacific Market Shares of Digital Advertising, by Country, 2021
Figure 26: Asia-Pacific Market Shares of Digital Advertising, by Ad Format, 2021
Figure 27: Asia-Pacific Market Shares of Digital Advertising, by Device Type, 2021
Figure 28: Asia-Pacific Market Shares of Digital Advertising, by Pricing Model, 2021
Figure 29: Asia-Pacific Market Shares of Digital Advertising, by End-User Industry, 2021
Figure 30: RoW Market Shares of Digital Advertising, by Subregion, 2021
Figure 31: RoW Market Shares of Digital Advertising, by Ad Format, 2021
Figure 32: RoW Market Shares of Digital Advertising, by Device Type, 2021
Figure 33: RoW Market Shares of Digital Advertising, by Pricing Model, 2021
Figure 34: RoW Market Shares of Digital Advertising, by End-User Industry, 2021
Figure 35: Digital Advertising Patent Applications vs. Granted, 2018-Jan. 2023*
Figure 36: Adobe Inc.: Sales Share, by Business Segment, 2021
Figure 37: Adobe Inc.: Sales Share, by Region, 2021
Figure 38: Alibaba Group Holding Group Ltd.: Sales Share, by Business Segment, 2021
Figure 39: Alphabet Inc.: Sales Share, by Business Segment, 2021
Figure 40: Alphabet Inc.: Sales Share, by Region, 2021
Figure 41: Amazon.com Inc.: Sales Share, by Business Segment, 2021
Figure 42: Amazon.com Inc.: Sales Share, by Region, 2021
Figure 43: Baidu Inc.: Sales Share, by Business Segment, 2021
Figure 44: Eniro Group AB: Sales Share, by Business Segment, 2021
Figure 45: Eniro Group AB: Sales Share, by Region, 2021
Figure 46: IAC Inc.: Sales Share, by Business Segment, 2021
Figure 47: IAC Inc.: Sales Share, by Region, 2021
Figure 48: LiveRamp Holdings Inc.: Sales Share, by Business Segment, 2021
Figure 49: LiveRamp Holdings Inc.: Sales Share, by Region, 2021
Figure 50: Meta Platforms Inc.: Sales Share, by Platform Segment, 2021
Figure 51: Meta Platforms Inc.: Sales Share, by Region, 2021
Figure 52: Microsoft Corp.: Sales Share, by Business Segment, 2021
Figure 53: Microsoft Corp.: Sales Share, by Region, 2021
Figure 54: Sirius XM Holdings Inc.: Sales Share, by Business Segment, 2021
Figure 55: Sohu.com Ltd.: Sales Share, by Business Segment, 2021
Figure 56: Tencent Holdings Ltd.: Sales Share, by Business Segment, 2021
Figure 57: Tencent Holdings Ltd.: Sales Share, by Region, 2021
Figure 58: Tradedoubler AB: Sales Share, by Business Segment, 2021
Figure 59: Tradedoubler AB: Sales Share, by Region, 2021
Figure 60: Twitter Inc.: Sales Share, by Business Segment, 2021
Figure 61: Twitter Inc.: Sales Share, by Region, 2021
Companies Mentioned
- Adobe Inc.
- Alibaba Holding Group Ltd.
- Alphabet Inc.
- Amazon.Com Inc.
- Baidu Inc.
- Dentsu Group Inc.
- Eniro Group AB
- Epsilon Data Management LLC
- IAC Inc.
- Liveramp Holdings Inc.
- Meta Platforms Inc.
- Microsoft Corp.
- Sirius XM Holdings Inc. (Onhold)
- Sohu.com Ltd.
- Tencent Holdings Ltd.
- Tradedoubler Ab
- Twitter Inc.
- Xaxis LLC
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 149 |
| Published | March 2023 |
| Forecast Period | 2022 - 2027 |
| Estimated Market Value ( USD | $ 628.8 Billion |
| Forecasted Market Value ( USD | $ 1249.3 Billion |
| Compound Annual Growth Rate | 14.7% |
| Regions Covered | Global |
| No. of Companies Mentioned | 18 |
