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Ad Spending Market by Type and Geography - Forecast and Analysis 2022-2026

  • Published: Mar 2022
  • Pages: 145
  • SKU: IRTNTR72954
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The Ad spending market share is expected to increase by USD 342.32 billion from 2021 to 2026, and the market’s growth momentum will accelerate at a CAGR of 8.75%

This Ad spending market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers Ad spending market segmentation by type (digital, TV, OOH, and print) and geography (North America, APAC, Europe, South America, and Middle East and Africa). The Ad spending market report also offers information on several market vendors, including Alphabet Inc., Baidu Inc., Burkhart Advertising Inc., Captivate LLC, Clear Channel Outdoor Holdings Inc., Comcast Corp., Daniel J. Edelman Holdings Inc., Fairway Outdoor LLC, Focus Media Information Technology Co. Ltd., JCDecaux Holding, Meta Platforms Inc., Microsoft Corp., OUTFRONT Media Inc., Publicis Groupe SA, Stroer SE and Co. KGaA, The Interpublic Group of Companies Inc., Twitter Inc., Verizon Communications Inc., WPP Plc, and Omnicom Group Inc. among others.

What will the Ad Spending Market Size be During the Forecast Period?

Download the Free Report Sample to Unlock the Ad Spending Market Size for the Forecast Period and Other Important Statistics

 

Ad Spending Market: Key Drivers, Trends, and Challenges

The increase in the number of Ad-exchange platforms is notably driving the Ad spending market growth, although factors such as high cost of advertising may impede market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the Ad spending industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Ad Spending Market Driver

One of the key factors driving the global Ad spending market growth is the increase in the number of Ad-exchange platforms. Various platforms, such as Google, Yahoo, and Facebook, have encouraged RTB-based advertising. Facebook also launched its ad-exchange platform, FBX, to reap the benefits of RTB-based advertising. However, Facebook shut it down on November 1, 2016, to move to the mobile platform. With an increase in the number of visitors logging into Facebook, the global RTB market is expected to experience significant growth during the forecast period. Apart from social media platforms, beacons are an increasingly popular choice for Ad spending. These devices help customers receive personalized and relevant information. This is among the most sorted forms of advertisement by retailers. Such factors will support the growth of the global Ad spending market in the coming years. 

Key Ad Spending Market Trend

Incorporation of AR in advertising is one of the key Ad spending market trends that is expected to impact the industry positively in the forecast period. AR is used in advertisements to demonstrate product features, functionalities, and unique selling propositions (USPs). An increasing number of brands, close to 25%, are showing an interest in incorporating AR technology in advertising. Several brands have already incorporated AR in their ad campaigns. For instance, in 2020, EE, a UK-based mobile network and Internet service provider, enhanced its campaign by launching an immersive web-based augmented reality experience featuring Rita Ora dancing. Following the acquisition of Verizon Media by Apollo Funds in September 2021, the company chief business officer Ivan Markman suggests that investing more deeply in AR experiences can help brands secure a competitive advantage. Such growth strategies will further support the growth of the global Ad spending market in the coming years. 

Key Ad Spending Market Challenge

One of the key challenges to the global Ad spending market growth is the high cost of advertising. For instance, for local television stations, advertisers can expect to pay anywhere from USD 200 to USD 1,500 for a 30-second commercial. The highest cost placements for Super Bowl Ads can increase up to USD 4 million. Moreover, an advertiser may pay up to 50% more for a color ad rather than a black-and-white ad. For instance, a full-page ad in the Washington Post newspaper will cost close to USD 163,000. As a result of the high cost of advertising, the global Ad spending market is witnessing a transition toward digital media. The use of digital forms, such as digital magazines and newspapers, along with mediums such as mobile devices and desktops, will incur lower costs compared with print and broadcast advertising. Such factors can limit the market growth in the forecast period.

This Ad spending market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2022-2026.

Parent Market Analysis

Technavio categorizes the global Ad spending market as a part of the global movies and entertainment market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the Ad spending market during the forecast period.

Who are the Major Ad Spending Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:

 

  • Alphabet Inc.
  • Baidu Inc.
  • Burkhart Advertising Inc.
  • Captivate LLC
  • Clear Channel Outdoor Holdings Inc.
  • Comcast Corp.
  • Daniel J. Edelman Holdings Inc.
  • Fairway Outdoor LLC
  • Focus Media Information Technology Co. Ltd.
  • JCDecaux Holding
  • Meta Platforms Inc.
  • Microsoft Corp.
  • OUTFRONT Media Inc.
  • Publicis Groupe SA
  • Stroer SE and Co. KGaA
  • The Interpublic Group of Companies Inc.
  • Twitter Inc.
  • Verizon Communications Inc.
  • WPP Plc
  • Omnicom Group Inc.

 

This statistical study of the Ad spending market encompasses successful business strategies deployed by the key vendors. The Ad spending market is fragmented and the vendors are deploying growth strategies such as technological innovation to compete in the market.

Product Insights and News

  • Alphabet Inc. - The company offers Ad spending products under the subsidiary Google. 
  • Alphabet Inc. - In July 2021, the company partnered with Casino Group to accelerate its digital strategy. 

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

The Ad spending market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.

Ad SpendingMarket Value Chain Analysis

Our report provides extensive information on the value chain analysis for the Ad spending market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chain is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

Which are the Key Regions for Ad Spending Market?

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36% of the market’s growth will originate from North America during the forecast period. US and Canada are the key markets for Ad spending in North America. Market growth in this region will be faster than the growth of the market in Europe.

The increasing amount of time spent on digital media and the presence of numerous brand managers and advertising agencies will facilitate the Ad spending market growth in North America over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

COVID Impact and Recovery Analysis

The COVID-19 pandemic hit North America in 2020, and marketing began to reflect the impact of the pandemic in March, when US Ad spending across all media fell to USD 10.5 billion, 17.5% below the spending total from March 2019. However, the Ad spending market recovered above the economic recovery in 2021, after COVID-19 vaccine was made available throughout the region. Thus, the market is expected to recover during the forecast period.

What are the Revenue-generating Type Segments in the Ad Spending Market?

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The Ad spending market share growth by the digital advertising segment will be significant during the forecast period. The rapid adoption of digital platforms by many companies for advertising and marketing purposes, to reach a larger audience to stay competitive in the market, will drive the market growth through the segment in the coming years.

This report provides an accurate prediction of the contribution of all the segments to the growth of the Ad spending market size and actionable market insights on post COVID-19 impact on each segment.

 

Ad Spending Market Scope

Report Coverage

Details

Page number

120

Base year

2021

Forecast period

2022-2026

Growth momentum & CAGR

Accelerate at a CAGR of 8.75%

Market growth 2022-2026

$ 342.32 billion

Market structure

Fragmented

YoY growth (%)

7.67

Regional analysis

North America, APAC, Europe, South America, and Middle East and Africa

Performing market contribution

North America at 36%

Key consumer countries

US, Canada, China, Japan, and UK

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled

Alphabet Inc., Baidu Inc., Burkhart Advertising Inc., Captivate LLC, Clear Channel Outdoor Holdings Inc., Comcast Corp., Daniel J. Edelman Holdings Inc., Fairway Outdoor LLC, Focus Media Information Technology Co. Ltd., JCDecaux Holding, Meta Platforms Inc., Microsoft Corp., OUTFRONT Media Inc., Publicis Groupe SA, Stroer SE and Co. KGaA, The Interpublic Group of Companies Inc., Twitter Inc., Verizon Communications Inc., WPP Plc, and Omnicom Group Inc.

Market dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period

Customization purview

If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Ad Spending Market Report?

  • CAGR of the market during the forecast period 2022-2026
  • Detailed information on factors that will drive Ad spending market growth during the next five years
  • Precise estimation of the Ad spending market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the Ad spending industry across North America, APAC, Europe, South America, and Middle East and Africa
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of Ad spending market vendors

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1 Executive Summary

  • 1.1 Market overview
    • Exhibit 01: Executive Summary – Chart on Market Overview
    • Exhibit 02: Executive Summary – Data Table on Market Overview
    • Exhibit 03: Executive Summary – Chart on Global Market Characteristics
    • Exhibit 04: Executive Summary – Chart on Market by Geography
    • Exhibit 05: Executive Summary – Chart on Market Segmentation by Type
    • Exhibit 06: Executive Summary – Chart on Incremental Growth
    • Exhibit 07: Executive Summary – Data Table on Incremental Growth
    • Exhibit 08: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

  • 2.1 Market ecosystem
    • Exhibit 09: Parent market
    • Exhibit 10: Market Characteristics

3 Market Sizing

  • 3.1 Market definition
    • Exhibit 11: Offerings of vendors included in the market definition
  • 3.2 Market segment analysis
    • Exhibit 12: Market segments
  • 3.3 Market size 2021
    • 3.4 Market outlook: Forecast for 2021-2026
      • Exhibit 13: Chart on Global - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 14: Data Table on Global - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 15: Chart on Global Market: Year-over-year growth 2021-2026 (%)
      • Exhibit 16: Data Table on Global Market: Year-over-year growth 2021-2026 (%)

    4 Five Forces Analysis

    • 4.1 Five forces summary
      • Exhibit 17: Five forces analysis - Comparison between2021 and 2026
    • 4.2 Bargaining power of buyers
      • Exhibit 18: Chart on Bargaining power of buyers – Impact of key factors 2021 and 2026
    • 4.3 Bargaining power of suppliers
      • Exhibit 19: Bargaining power of suppliers – Impact of key factors in 2021 and 2026
    • 4.4 Threat of new entrants
      • Exhibit 20: Threat of new entrants – Impact of key factors in 2021 and 2026
    • 4.5 Threat of substitutes
      • Exhibit 21: Threat of substitutes – Impact of key factors in 2021 and 2026
    • 4.6 Threat of rivalry
      • Exhibit 22: Threat of rivalry – Impact of key factors in 2021 and 2026
    • 4.7 Market condition
      • Exhibit 23: Chart on Market condition - Five forces 2021 and 2026

    5 Market Segmentation by Type

    • 5.1 Market segments
      • Exhibit 24: Chart on Type - Market share 2021-2026 (%)
      • Exhibit 25: Data Table on Type - Market share 2021-2026 (%)
    • 5.2 Comparison by Type
      • Exhibit 26: Chart on Comparison by Type
      • Exhibit 27: Data Table on Comparison by Type
    • 5.3 Digital - Market size and forecast 2021-2026
      • Exhibit 28: Chart on Digital - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 29: Data Table on Digital - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 30: Chart on Digital - Year-over-year growth 2021-2026 (%)
      • Exhibit 31: Data Table on Digital - Year-over-year growth 2021-2026 (%)
    • 5.4 TV - Market size and forecast 2021-2026
      • Exhibit 32: Chart on TV - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 33: Data Table on TV - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 34: Chart on TV - Year-over-year growth 2021-2026 (%)
      • Exhibit 35: Data Table on TV - Year-over-year growth 2021-2026 (%)
    • 5.5 OOH - Market size and forecast 2021-2026
      • Exhibit 36: Chart on OOH - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 37: Data Table on OOH - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 38: Chart on OOH - Year-over-year growth 2021-2026 (%)
      • Exhibit 39: Data Table on OOH - Year-over-year growth 2021-2026 (%)
    • 5.6 Print - Market size and forecast 2021-2026
      • Exhibit 40: Chart on Print - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 41: Data Table on Print - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 42: Chart on Print - Year-over-year growth 2021-2026 (%)
      • Exhibit 43: Data Table on Print - Year-over-year growth 2021-2026 (%)
    • 5.7 Market opportunity by Type
      • Exhibit 44: Market opportunity by Type ($ billion)

    6 Customer Landscape

    • 6.1 Customer landscape overview
      • Exhibit 45: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

    7 Geographic Landscape

    • 7.1 Geographic segmentation
      • Exhibit 46: Chart on Market share by geography 2021-2026 (%)
      • Exhibit 47: Data Table on Market share by geography 2021-2026 (%)
    • 7.2 Geographic comparison
      • Exhibit 48: Chart on Geographic comparison
      • Exhibit 49: Data Table on Geographic comparison
    • 7.3 North America - Market size and forecast 2021-2026
      • Exhibit 50: Chart on North America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 51: Data Table on North America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 52: Chart on North America - Year-over-year growth 2021-2026 (%)
      • Exhibit 53: Data Table on North America - Year-over-year growth 2021-2026 (%)
    • 7.4 APAC - Market size and forecast 2021-2026
      • Exhibit 54: Chart on APAC - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 55: Data Table on APAC - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 56: Chart on APAC - Year-over-year growth 2021-2026 (%)
      • Exhibit 57: Data Table on APAC - Year-over-year growth 2021-2026 (%)
    • 7.5 Europe - Market size and forecast 2021-2026
      • Exhibit 58: Chart on Europe - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 59: Data Table on Europe - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 60: Chart on Europe - Year-over-year growth 2021-2026 (%)
      • Exhibit 61: Data Table on Europe - Year-over-year growth 2021-2026 (%)
    • 7.6 South America - Market size and forecast 2021-2026
      • Exhibit 62: Chart on South America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 63: Data Table on South America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 64: Chart on South America - Year-over-year growth 2021-2026 (%)
      • Exhibit 65: Data Table on South America - Year-over-year growth 2021-2026 (%)
    • 7.7 Middle East and Africa - Market size and forecast 2021-2026
      • Exhibit 66: Chart on Middle East and Africa - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 67: Data Table on Middle East and Africa - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 68: Chart on Middle East and Africa - Year-over-year growth 2021-2026 (%)
      • Exhibit 69: Data Table on Middle East and Africa - Year-over-year growth 2021-2026 (%)
    • 7.8 US - Market size and forecast 2021-2026
      • Exhibit 70: Chart on US - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 71: Data Table on US - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 72: Chart on US - Year-over-year growth 2021-2026 (%)
      • Exhibit 73: Data Table on US - Year-over-year growth 2021-2026 (%)
    • 7.9 China - Market size and forecast 2021-2026
      • Exhibit 74: Chart on China - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 75: Data Table on China - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 76: Chart on China - Year-over-year growth 2021-2026 (%)
      • Exhibit 77: Data Table on China - Year-over-year growth 2021-2026 (%)
    • 7.10 Canada - Market size and forecast 2021-2026
      • Exhibit 78: Chart on Canada - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 79: Data Table on Canada - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 80: Chart on Canada - Year-over-year growth 2021-2026 (%)
      • Exhibit 81: Data Table on Canada - Year-over-year growth 2021-2026 (%)
    • 7.11 Japan - Market size and forecast 2021-2026
      • Exhibit 82: Chart on Japan - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 83: Data Table on Japan - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 84: Chart on Japan - Year-over-year growth 2021-2026 (%)
      • Exhibit 85: Data Table on Japan - Year-over-year growth 2021-2026 (%)
    • 7.12 UK - Market size and forecast 2021-2026
      • Exhibit 86: Chart on UK - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 87: Data Table on UK - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 88: Chart on UK - Year-over-year growth 2021-2026 (%)
      • Exhibit 89: Data Table on UK - Year-over-year growth 2021-2026 (%)
    • 7.13 Market opportunity by geography
      • Exhibit 90: Market opportunity by geography ($ billion)

    8 Drivers, Challenges, and Trends

    • 8.1 Market drivers
      • 8.2 Market challenges
        • 8.3 Impact of drivers and challenges
          • Exhibit 91: Impact of drivers and challenges in 2021 and 2026
        • 8.4 Market trends

          9 Vendor Landscape

          • 9.1 Overview
            • 9.2 Vendor landscape
              • Exhibit 92: Overview on Criticality of inputs and Factors of differentiation
            • 9.3 Landscape disruption
              • Exhibit 93: Overview on factors of disruption
            • 9.4 Industry risks
              • Exhibit 94: Impact of key risks on business

            10 Vendor Analysis

            • 10.1 Vendors covered
              • Exhibit 95: Vendors covered
            • 10.2 Market positioning of vendors
              • Exhibit 96: Matrix on vendor position and classification
            • 10.3 Alphabet Inc.
              • Exhibit 97: Alphabet Inc. - Overview
              • Exhibit 98: Alphabet Inc. - Business segments
              • Exhibit 99: Alphabet Inc. - Key news
              • Exhibit 100: Alphabet Inc. - Key offerings
              • Exhibit 101: Alphabet Inc. - Segment focus
            • 10.4 Baidu Inc.
              • Exhibit 102: Baidu Inc. - Overview
              • Exhibit 103: Baidu Inc. - Business segments
              • Exhibit 104: Baidu Inc. - Key offerings
              • Exhibit 105: Baidu Inc. - Segment focus
            • 10.5 Clear Channel Outdoor Holdings Inc.
              • Exhibit 106: Clear Channel Outdoor Holdings Inc. - Overview
              • Exhibit 107: Clear Channel Outdoor Holdings Inc. - Business segments
              • Exhibit 108: Clear Channel Outdoor Holdings Inc. - Key offerings
              • Exhibit 109: Clear Channel Outdoor Holdings Inc. - Segment focus
            • 10.6 Comcast Corp.
              • Exhibit 110: Comcast Corp. - Overview
              • Exhibit 111: Comcast Corp. - Business segments
              • Exhibit 112: Comcast Corp. - Key news
              • Exhibit 113: Comcast Corp. - Key offerings
              • Exhibit 114: Comcast Corp. - Segment focus
            • 10.7 Daniel J. Edelman Holdings Inc.
              • Exhibit 115: Daniel J. Edelman Holdings Inc. - Overview
              • Exhibit 116: Daniel J. Edelman Holdings Inc. - Product / Service
              • Exhibit 117: Daniel J. Edelman Holdings Inc. - Key news
              • Exhibit 118: Daniel J. Edelman Holdings Inc. - Key offerings
            • 10.8 JCDecaux Holding
              • Exhibit 119: JCDecaux Holding - Overview
              • Exhibit 120: JCDecaux Holding - Business segments
              • Exhibit 121: JCDecaux Holding - Key news
              • Exhibit 122: JCDecaux Holding - Key offerings
              • Exhibit 123: JCDecaux Holding - Segment focus
            • 10.9 Meta Platforms Inc.
              • Exhibit 124: Meta Platforms Inc. - Overview
              • Exhibit 125: Meta Platforms Inc. - Business segments
              • Exhibit 126: Meta Platforms Inc. - Key news
              • Exhibit 127: Meta Platforms Inc. - Key offerings
              • Exhibit 128: Meta Platforms Inc. - Segment focus
            • 10.10 Omnicom Group Inc.
              • Exhibit 129: Omnicom Group Inc. - Overview
              • Exhibit 130: Omnicom Group Inc. - Business segments
              • Exhibit 131: Omnicom Group Inc. - Key news
              • Exhibit 132: Omnicom Group Inc. - Key offerings
              • Exhibit 133: Omnicom Group Inc. - Segment focus
            • 10.11 Publicis Groupe SA
              • Exhibit 134: Publicis Groupe SA - Overview
              • Exhibit 135: Publicis Groupe SA - Product / Service
              • Exhibit 136: Publicis Groupe SA - Key news
              • Exhibit 137: Publicis Groupe SA - Key offerings
            • 10.12 The Interpublic Group of Companies Inc.
              • Exhibit 138: The Interpublic Group of Companies Inc. - Overview
              • Exhibit 139: The Interpublic Group of Companies Inc. - Business segments
              • Exhibit 140: The Interpublic Group of Companies Inc. - Key news
              • Exhibit 141: The Interpublic Group of Companies Inc. - Key offerings
              • Exhibit 142: The Interpublic Group of Companies Inc. - Segment focus

            11 Appendix

            • 11.1 Scope of the report
              • 11.2 Inclusions and exclusions checklist
                • Exhibit 143: Inclusions checklist
                • Exhibit 144: Exclusions checklist
              • 11.3 Currency conversion rates for US$
                • Exhibit 145: Currency conversion rates for US$
              • 11.4 Research methodology
                • Exhibit 146: Research methodology
                • Exhibit 147: Validation techniques employed for market sizing
                • Exhibit 148: Information sources
              • 11.5 List of abbreviations
                • Exhibit 149: List of abbreviations

              Research Framework

              Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

              TechnavioINFORMATION SOURCES

              Primary sources

              • Manufacturers and suppliers
              • Channel partners
              • Industry experts
              • Strategic decision makers

              Secondary sources

              • Industry journals and periodicals
              • Government data
              • Financial reports of key industry players
              • Historical data
              • Press releases
              Technavio

              TechnavioDATA ANALYSIS

              Data Synthesis

              • Collation of data
              • Estimation of key figures
              • Analysis of derived insights

              Data Validation

              • Triangulation with data models
              • Reference against proprietary databases
              • Corroboration with industry experts
              Technavio

              TechnavioREPORT WRITING

              Qualitative

              • Market drivers
              • Market challenges
              • Market trends
              • Five forces analysis

              Quantitative

              • Market size and forecast
              • Market segmentation
              • Geographical insights
              • Competitive landscape
              Interested in this report?
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              The ad spending market growth will increase by $342.32 billion during 2022-2026.
              The ad spending market is expected to grow at a CAGR of 8.75% during 2022-2026.
              Technavio has segmented the ad spending market by type (Digital, TV, OOH, and Print) and geographic (North America, APAC, Europe, South America, and Middle East and Africa).
              Alphabet Inc., Baidu Inc., Burkhart Advertising Inc., Captivate LLC, Clear Channel Outdoor Holdings Inc., Comcast Corp., Daniel J. Edelman Holdings Inc., Fairway Outdoor LLC, Focus Media Information Technology Co. Ltd., JCDecaux Holding, Meta Platforms Inc., Microsoft Corp., OUTFRONT Media Inc., Publicis Groupe SA, Stroer SE and Co. KGaA, The Interpublic Group of Companies Inc., Twitter Inc., Verizon Communications Inc., WPP Plc, Omnicom Group Inc. are a few of the key vendors in the ad spending market.
              North America will register the highest growth rate of 35.94% among the other regions. Therefore, the ad spending market in North America is expected to garner significant business opportunities for the vendors during the forecast period.
              The key factors driving the ad spending market growth are:
              • Increase in number of ad-exchange platforms

                Ad-exchange platforms will be a key driver for the global ad spending market during the forecast period. Various platforms, such as Google, Yahoo, and Facebook, have encouraged RTB-based advertising. Facebook also launched its ad-exchange platform, FBX, to reap the benefits of RTB-based advertising. However, Facebook shut it down on November 1, 2016, to move to the mobile platform. With an increase in the number of visitors logging into Facebook, the global RTB market is expected to experience significant growth during the forecast period, which, in turn, will support the growth of the global ad spending market. 

                Apart from social media platforms, beacons are an increasingly popular choice for ad spending. Beacons mainly connect and communicate with gadgets through BLE modules and are used to drive promotional offers. These devices help customers receive personalized and relevant information. This is among the most sorted forms of advertisement by retailers.

                 

              • Incorporation of AR in advertising

                The incorporation of augmented reality (AR) in advertisements is a recent trend witnessed across the advertising industry. The consumption and use of media have changed in recent years because of advances in AR. In the media and entertainment industry, AR is used for public relations (PR), marketing initiatives for motion pictures, TVs, and other media promotional campaigns. 

                With the use of AR, marketers are able to offer immersive content to provide an engaging user experience. AR is used in advertisements to demonstrate product features, functionalities, and unique selling propositions (USPs). An increasing number of brands, close to 25%, are showing an interest in incorporating AR technology in advertising. AR advertising results in impulse purchases. The concept is similar to how advertising works, where it sparks a need at the moment of viewing. 

                Several brands have already incorporated AR in their ad campaigns. For instance, in 2020, EE, a UK-based mobile network and Internet service provider, enhanced its campaign by launching an immersive web-based augmented reality experience featuring Rita Ora dancing. Similarly, Gucci added an augmented reality function to its mobile app in 2019, which allows consumers to try on sneakers while they are out and about. Following the acquisition of Verizon Media by Apollo Funds in September 2021, the company chief business officer Ivan Markman suggests that investing more deeply in AR experiences can help brands secure a competitive advantage. With new avenues and brands capitalizing on the new technology, AR is likely to become standard in advertising to ensure viewer engagement.

                 

              The ad spending market vendors should focus on grabbing business opportunities from the digital segment as it accounted for the largest market share in the base year.
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