Global Online Advertising Market: General Overview

The technological revolution that has surfaced on the face of the earth has digitalized all the industrial longitudes, thus, making room for online advertising market to skyrocket its sales and volume. The ubiquitous existence of gadgets, rise of Internet of Things (IoT), and propelling internet facilities are perpetually creating an online presence for all the masses. This shifts the imperative marketers to ensure that advertisement go online order to gain traction from a larger public. Besides this, online advertisements focus on inbound marketing techniques without intruding the personal space of the consumers and focus on subtly persuading the customer to delve into the offerings of the market. The global online advertising market is expected to immensely benefit from the psyche of the consumers who are turned off by traditional marketing methods such as one-to-one conversation, direct e-mails, cold calling, and trade shows. In this scenario, when online advertising entertains consumers with innovative graphical content tactics, the consumers pay attention to the product that is indirectly being promoted through the advert. Although the fundamental nature of online advertising is attractive to the viewers, there are pop-ups and random redirections on the web that agitate the viewers, thus, posing a threat to the market by alleviating efficiency.

Amongst the various geographical pockets, North America is expected to be the unruly regional leader due to a budding industry of videographers, social media managers, and online analysts who are bolstering the market. Moreover, U.S. is the hub of activities centered around online channeling, which shall further proliferate the market in North America. 

Global Online Advertising Market: Overview

Also known as web advertising and Internet advertising, online advertising refers to the use of the Internet for marketing and advertising of products and services. Finding new customers, promoting new products, and diversification of revenue streams becomes easy with the use of online advertising. Paid search or pay-per-click advertising (PPC) is perhaps the most widely used type of online advertising. Paid search enables a person to find relevant terms and phrases (keywords), which form the basis of this type of advertising. Paid social advertising is another way of advertising via the Internet. It is also possible to combine the two types of advertising, in order to reap maximum benefits of these platforms.

Based on type, the global market for online advertising can be segmented into email marketing, banner marketing, social media optimization (SMO), online video advertising, search engine optimization (SEO), and local online advertising.

Global Online Advertising Market: Drivers and Restraints

The switch from traditional print media to online advertising is influenced by recent technological advancements in communication technologies. The increasing number of smartphone users worldwide, growing number of broadband service providers, and extensive usage of the internet by innumerable users are triggering the growth of the global market for online advertising.

As the creation of appealing banners and advertisements via online sources promises more attention from the customers, this platform is increasingly preferred by innumerable businesses over the globe.  Also, online advertising can be more convenient and cost-efficient, at the same time offering a broader platform, when compared to traditional advertising using the television and the print media. Alarming degree of addiction to smart devices such as tablets, laptops, and smartphones has also been aiding market growth.

On the contrary, the presence of ad blockers aimed at eliminating advertisements form users’ webpages might limit the growth of the global market for online advertising. Moreover, several companies are grappling with the problem of transitioning from desktop to smartphone ads. This might also impede market expansion. However, the increasing dependence of people on Internet will ensure that the market for online advertising progresses rapidly, counteracting the negative impact of this restraint.

Global Online Advertising Market: Regional Outlook

Based on geography, the global market for online advertising can be segmented into Asia Pacific, Latin America, Western Europe, the Middle East and Africa, Eastern Europe, and North America. North America is likely to emerge as a prominent market for online advertising, with the U.S. contributing a significant share. High proliferation of online content, increasing consultation of online sources by purchasers, and significant amount of time spent online are driving the growth of the market in this region.

Asia Pacific is slated to exhibit substantial growth over the forecast period, promising a major chunk of share in the global market. India and China are the major markets in this region, on account of their increasing adoption of technology, extensive urbanization and industrialization, and encouraging government initiatives. As a number of market players are entering terrains such as food and beverage industry, the growth of the market in this region is further strengthened.

Companies mentioned in the research report

The global market for online advertising appears to be highly fragmented in terms of competition, owing to the presence of a large number of market players. A number of companies have been adopting mergers and acquisitions, collaborations, and partnerships to boost their profits.

Some of the major companies operating in the global market for online advertising are Google Inc., Adobe Systems Inc., Microsoft Corporation, Yahoo! Inc., AOL, Inc., MobGen B.V., eBay, Inc., LongJump CRM, Hulu, LLC, Facebook Inc., Percussion Software Inc., Twitter Inc., 6s Marketing, Salesforce.com Inc., Netsuite Inc., Zoho CRM Inc., Aplicor LLC, SAP AG, Single Grain LLC, Apple Inc., and Pandora Media.

Major regions analyzed under this research report are:

  • Europe
  • North America
  • Asia Pacific
  • Rest of the World

This report gives you access to decisive data such as:

  • Market growth drivers
  • Factors limiting market growth
  • Current market trends
  • Market structure
  • Market projections for the coming years

Key highlights of this report

  • Overview of key market forces propelling and restraining market growth
  • Up-to-date analyses of market trends and technological improvements
  • Pin-point analyses of market competition dynamics to offer you a competitive edge
  • An analysis of strategies of major competitors
  • An array of graphics and SWOT analysis of major industry segments
  • Detailed analyses of industry trends
  • A well-defined technological growth map with an impact-analysis
  • Offers a clear understanding of the competitive landscape and key product segments

This study by TMR is all-encompassing framework of the dynamics of the market. It mainly comprises critical assessment of consumers' or customers' journeys, current and emerging avenues, and strategic framework to enable CXOs take effective decisions.

Our key underpinning is the 4-Quadrant Framework EIRS that offers detailed visualization of four elements:

  • Customer Experience Maps
  • Insights and Tools based on data-driven research
  • Actionable Results to meet all the business priorities
  • Strategic Frameworks to boost the growth journey

The study strives to evaluate the current and future growth prospects, untapped avenues, factors shaping their revenue potential, and demand and consumption patterns in the global market by breaking it into region-wise assessment.

The following regional segments are covered comprehensively:

  • North America
  • Asia Pacific
  • Europe
  • Latin America
  • The Middle East and Africa

The EIRS quadrant framework in the report sums up our wide spectrum of data-driven research and advisory for CXOs to help them make better decisions for their businesses and stay as leaders.

Below is a snapshot of these quadrants.

1. Customer Experience Map

The study offers an in-depth assessment of various customers’ journeys pertinent to the market and its segments. It offers various customer impressions about the products and service use. The analysis takes a closer look at their pain points and fears across various customer touchpoints. The consultation and business intelligence solutions will help interested stakeholders, including CXOs, define customer experience maps tailored to their needs. This will help them aim at boosting customer engagement with their brands.

2. Insights and Tools

The various insights in the study are based on elaborate cycles of primary and secondary research the analysts engage with during the course of research. The analysts and expert advisors at TMR adopt industry-wide, quantitative customer insights tools and market projection methodologies to arrive at results, which makes them reliable. The study not just offers estimations and projections, but also an uncluttered evaluation of these figures on the market dynamics. These insights merge data-driven research framework with qualitative consultations for business owners, CXOs, policy makers, and investors. The insights will also help their customers overcome their fears.

3. Actionable Results

The findings presented in this study by TMR are an indispensable guide for meeting all business priorities, including mission-critical ones. The results when implemented have shown tangible benefits to business stakeholders and industry entities to boost their performance. The results are tailored to fit the individual strategic framework. The study also illustrates some of the recent case studies on solving various problems by companies they faced in their consolidation journey.

4. Strategic Frameworks

The study equips businesses and anyone interested in the market to frame broad strategic frameworks. This has become more important than ever, given the current uncertainty due to COVID-19. The study deliberates on consultations to overcome various such past disruptions and foresees new ones to boost the preparedness. The frameworks help businesses plan their strategic alignments for recovery from such disruptive trends. Further, analysts at TMR helps you break down the complex scenario and bring resiliency in uncertain times.

The report sheds light on various aspects and answers pertinent questions on the market. Some of the important ones are:

1. What can be the best investment choices for venturing into new product and service lines?

2. What value propositions should businesses aim at while making new research and development funding?

3. Which regulations will be most helpful for stakeholders to boost their supply chain network?

4. Which regions might see the demand maturing in certain segments in near future?

5. What are the some of the best cost optimization strategies with vendors that some well-entrenched players have gained success with?

6. Which are the key perspectives that the C-suite are leveraging to move businesses to new growth trajectory?

7. Which government regulations might challenge the status of key regional markets?

8. How will the emerging political and economic scenario affect opportunities in key growth areas?

9. What are some of the value-grab opportunities in various segments?

10. What will be the barrier to entry for new players in the market?

Note: Although care has been taken to maintain the highest levels of accuracy in TMR’s reports, recent market/vendor-specific changes may take time to reflect in the analysis.

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