Internet Advertising Global Market Report 2024

Internet advertising refers to a marketing strategy that utilizes the internet as a medium to generate website traffic and deliver targeted marketing messages to specific audiences. This form of advertising aims to capture users' attention and direct them to a website, serving as a means of informing, persuading, reminding, and educating target customers about products or brands.

The primary ad formats in internet advertising encompass search engine advertising and search engine marketing, display advertising, mobile advertising, social media advertising, video advertising, online classifieds ads, and various other ad formats. Search engine advertising involves the creation of paid ads to drive more visitors to a website through search engine results pages (SERPs), with these ads prominently displayed on search engines like Google. Internet advertising can be experienced on different platforms such as mobile, desktop, and laptop, offering various pricing models including cost per thousand (CPT), performance-based advertising, hybrid models, and more. This form of advertising caters to a wide range of industries, including automotive, healthcare, media and entertainment, BFSI, education, retail, consumer goods, transportation and tourism, IT and telecom, and others, making it suitable for large enterprises as well as small and medium-sized enterprises.

The internet advertising market research report is one of a series of new reports that provides internet advertising market statistics, including internet advertising industry global market size, regional shares, competitors with an internet advertising market share, detailed internet advertising market segments, market trends and opportunities, and any further data you may need to thrive in the internet advertising industry. This internet advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The internet advertising market size has grown rapidly in recent years. It will grow from $523.31 billion in 2023 to $619.23 billion in 2024 at a compound annual growth rate (CAGR) of 18.3%. The expansion observed in the historical period can be attributed to a shift in consumer behavior, the influential impact of social media, and the boom in e-commerce.

The internet advertising market size is expected to see rapid growth in the next few years. It will grow to $1178.93 billion in 2028 at a compound annual growth rate (CAGR) of 17.5%. The anticipated growth in the forecast period can be attributed to regulatory changes, the dominance of video content, and global connectivity. Major trends expected during this forecast period include the rise of data analytics and targeting, the emergence of new platforms, the integration of artificial intelligence, a mobile-first approach, the growth of programmatic advertising, the evolution of native advertising, the development of interactive and immersive content, the prominence of voice search and smart speakers, and the integration of cross-channel strategies.

The anticipated rise in internet penetration is set to drive the growth of the internet advertising market in the foreseeable future. The internet has significantly enhanced convenience and accessibility, bringing the entire world to users' fingertips. It serves as a vast information resource accessible through various devices like computers, mobile phones, and personal digital assistants. This transformation has revolutionized marketing by creating modern technology ecosystems that enable personalized and immersive campaigns for consumers. As reported by the International Telecommunication Union (ITU) in November 2022, the United Nations agency specializing in information and communication technologies, the global number of internet users reached approximately 5.3 billion in 2022, indicating a 6.1% increase compared to 2021. Thus, the growing prevalence of internet access is a key driver behind the expansion of the internet advertising market.

The increasing demand for video content marketing is poised to fuel the growth of the internet advertising market. Content marketing, a strategic approach focused on creating and distributing valuable and relevant content, is a cornerstone of internet advertising. Video marketing, a vital component of this landscape, offers visually engaging content that enhances message delivery, resulting in increased engagement and conversion rates. A survey by Wyzowl, a UK-based video marketing agency and software company, conducted in February 2023, revealed a surge in the adoption of video content marketing by businesses, reaching 91%, up from the 86% observed in 2022. This escalating demand for video content marketing is anticipated to be a significant factor propelling the growth of the internet advertising market.

Technological advancements represent a prominent trend gaining traction in the internet advertising market. Leading companies in this sector are actively introducing new technologies to enhance productivity and maintain a competitive edge. In February 2022, Google Ads, an online advertising platform developed by Google, launched the new Search Ads 360. This platform is designed to manage and process more data than ever before, enabling centralized and scalable user work and providing immediate support for new Google Ads features such as performance max and discovery campaigns.

Major players in the internet advertising market are embracing innovative AI-based tools like Link AI for Digital to expand their customer base and gain a competitive advantage. Link AI for Digital, an AI-based advertising testing tool developed by Kantar, a UK-based marketing data and analytics company, predicts digital ad performance using real-world data. Launched in May 2022, this tool was trained on more than 230,000 survey-enabled ad tests and 30 million real-world interactions.

In September 2021, Azerion, a Netherlands-based digital entertainment and media platform, acquired Sublime, a Paris-based company specializing in creative advertising solutions, for an undisclosed amount. This strategic acquisition has strengthened Azerion's digital advertising platform by integrating Sublime's expertise and offerings into its portfolio.

Major companies operating in the in the internet advertising market report are Alibaba Group Holdings Ltd, Google LLC, Baidu Inc., Microsoft corporation, Amazon Web Services Inc, Facebook Inc, Twitter Inc, Verizon Communication Inc, Hulu LLC, Linkedin, eBay Inc., Yahoo Inc., InMobi Pte Ltd, Smaato Inc, Epom Ltd., Mobvista Co. Ltd., Mintegral International Trading Co. Ltd., Adobe Systems Inc., Disruptive Advertising, Online Optimism LLC, WebFX Inc., SmartSites Digital Marketing Agency, Lounge Lizard Worldwide Inc., Ignite Digital Inc., Thrive Internet Marketing Agency, Titan Growth LLC, SEO Brand, WebiMax LLC, Straight North LLC, Marin Software, Kenshoo Ltd., Acquisio LLC, DoubleClick, AdWords, Bing Ads, Quantcast

North America was the largest region in the internet advertising market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the internet advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the internet advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

The internet advertising market consists of revenue earned by entities by providing ads on internets such as email marketing and native advertising. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified)).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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