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Advertising Services Market by Type and Geography - Forecast and Analysis 2022-2026

  • Published: May 2022
  • Pages: 140
  • SKU: IRTNTR73436
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The advertising services market share is expected to reach an estimated USD 188.92 billion value by 2026 at an accelerating CAGR of 5.18%.

This advertising services market research report extensively covers advertising services market segmentation by:

  • Type - Digital advertising, TV advertising, Print advertising, OOH advertising, and Others
  • Geography - North America, APAC, Europe, South America, and Middle East and Africa

The advertising services market report also offers information on several market vendors, including Alibaba Group Holding Ltd., Alphabet Inc., Amazon.com Inc., BrandBurp Digital, CommCreative, Daniel Brian Advertising, Division of Labor, Experian Plc, ITHAKA, Jacob Tyler, Mayple Marketplace Ltd., Meta Platforms Inc., Omnicom Group Inc., Plan Z Digital, Publicis Groupe SA, REQ, SmartSites, Socialiency Advertising, Spirit Adv, and WPP Plc among others.

What will the Advertising Services Market Size be During the Forecast Period?

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Which are the Key Regions for Advertising Services Market?

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35% of the market’s growth will originate from APAC during the forecast period. China and Japan are the key markets for advertising services in APAC. Market growth in this region will be faster than the growth of the market in the European and North American regions.

The growing popularity of digital media is a growth potential for the digital advertising services market in the region will facilitate the advertising services market growth in APAC 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

In the first half of 2020, the COVID-19 pandemic adversely affected the advertising services market, but the impact was lower than in other regions. The revenue drops in 2020 were dramatic. During the pandemic, advertising revenue shifted towards digital advertising as consumers across APAC spent more time online with more streaming, ecommerce and integration of digital platforms into daily lives. Brands have been accelerating their digitalization efforts which in result increasing the role of e-commerce in advertising. 

What are the Revenue-generating Type Segments in the Advertising Services Market?

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The advertising services market share growth by the digital advertising segment will be significant during the forecast period. Global advertisement spending is expected to exhibit high growth during the forecast period. As the world population shifts toward online media, it is imperative for businesses to target online consumers. The primary drivers for the digital advertisement spending segment are the rising global Internet penetration, growing use of mobile devices, upsurge in the number of user searches, and ongoing digital transformation across industries, which is propelling businesses to expand their online presence.

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

Who are the Major Advertising Services Market Vendors?

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

 

  • Alibaba Group Holding Ltd.
  • Alphabet Inc.
  • Amazon.com Inc.
  • BrandBurp Digital
  • CommCreative
  • Daniel Brian Advertising
  • Division of Labor
  • Experian Plc
  • ITHAKA
  • Jacob Tyler
  • Mayple Marketplace Ltd.
  • Meta Platforms Inc.
  • Omnicom Group Inc.
  • Plan Z Digital
  • Publicis Groupe SA
  • REQ
  • SmartSites
  • Socialiency Advertising
  • Spirit Adv
  • WPP Plc

 

This statistical study of the advertising services market encompasses successful business strategies deployed by the key vendors. The advertising services market is fragmented and the vendors are deploying growth strategies such as investing in planning, designing, developing, acquiring new players, and expanding existing facilities to compete in the market.

Product Insights and News

  • Alibaba Group Holding Ltd. - Alibaba Group Holding Ltd. is a public company headquartered in China. It is a global company generating $109,480 million in revenues and has around 251,462 employees. Its revenue from the global advertising services market contributes to its overall revenues along with its other offerings, but it is not a key revenue stream for the company. 

  • Alibaba Group Holding Ltd. - The company offers advertising services under the subsidiary Hangzhou Alibaba Advertising Co. Ltd. 

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 advertising services 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.

Advertising Services Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the advertising services 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.

Advertising Services Market: Key Drivers, Trends, and Challenges

The growth in in-app advertising is notably driving the advertising services market growth, although factors such as the growing adoption of ad-blocker solutions may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the advertising services industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Advertising Services Market Driver

One of the key factors driving growth in the advertising services market is the growth in in-app advertising. The growing popularity of in-app advertisements is one of the major factors driving the global advertising services market. Mobile phone users spend more than 80% of their time on dedicated apps in comparison to the 20% time spent on browsers on their mobile devices. The high amount of time spent on apps has attracted advertisers to focus on in-app advertisements for their products and services. Also, this platform helps app developers to generate revenue without having to charge the users to use their apps. In-app advertisements are not only cost-effective but also help in reaching a targeted audience based on the data collected through the apps and cache files. Many brands also engage with their target audience through multiple marketing channels and encourage them to post reviews and provide feedback about their products/services. This way, brands can reach out to their target audience more efficiently. These factors are propelling the popularity of in-app advertising.

Key Advertising Services Market Trend

The incorporation of AR in advertising is a key advertising services market trend that is expected to have a positive impact in the coming years. The incorporation of Augmented Reality (AR) in advertisements is a recent trend in the advertising industry. The use of media has changed in recent years because of advances in AR. The integration of AR makes advertising interactive, allowing marketers and advertisers to reach out to consumers in new ways. Many companies have embraced this technology. AR ads are engaging as customers can not only view but also interact with AR ads. In addition to promoting sales, AR ads help in building a company's reputation. For instance, the Arctic Home Campaign by Coca-Cola and the World Wildfire Fund, which is aimed at protecting polar bears and their natural habitat, included an AR event at the Science Museum in London. This event helped Coca-Cola engage with consumers and gain consumer loyalty. Thus, the incorporation of AR in advertising is one of the major trends in the global advertising services market.

Key Advertising Services Market Challenge

The growing adoption of ad-blocker solutions will be a major challenge for the advertising services market during the forecast period. Ad-blockers are easy-to-install browser extensions that act as gatekeepers by removing ads from websites that a user views. Facebook has repeatedly made efforts to suppress advertisement blocking. Google has even gone to great lengths to ban ad extensions, removing them completely from Chrome's Web Store and Google Play. Yet, despite concerted efforts from media giants, the growth of ad blocking remains rampant. With the increasing adoption of mobile ad-blocker solutions, the global mobile advertising services market is getting affected negatively, as advertisers and publishers are under constant pressure to better target, deliver, and track their messages to users. Many users do not prefer to view advertisements and install ad-blockers, leading to a decline in the revenue generated by the global mobile advertising services market.

This advertising services 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 advertising services market as a part of the global interactive media and services market within the media 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 advertising services market during the forecast period.

 

Advertising Services Market Scope

Report Coverage

Details

Page number

120

Base year

2021

Forecast period

2022-2026

Growth momentum & CAGR

Accelerate at a CAGR of 5.18%

Market growth 2022-2026

$ 188.92 billion

Market structure

Fragmented

YoY growth (%)

4.3

Regional analysis

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

Performing market contribution

APAC at 35%

Key consumer countries

US, China, Japan, Germany, and UK

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled

Alibaba Group Holding Ltd., Alphabet Inc., Amazon.com Inc., BrandBurp Digital, CommCreative, Daniel Brian Advertising, Division of Labor, Experian Plc, ITHAKA, Jacob Tyler, Mayple Marketplace Ltd., Meta Platforms Inc., Omnicom Group Inc., Plan Z Digital, Publicis Groupe SA, REQ, SmartSites, Socialiency Advertising, Spirit Adv, and WPP Plc

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 the 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 Advertising Services Market Report?

  • CAGR of the market during the forecast period 2022-2026
  • Detailed information on factors that will drive advertising services market growth during the next five years
  • Precise estimation of the advertising services market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the advertising services 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 advertising services 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 between 2021 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 advertising - Market size and forecast 2021-2026
      • Exhibit 28: Chart on Digital advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 29: Data Table on Digital advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 30: Chart on Digital advertising - Year-over-year growth 2021-2026 (%)
      • Exhibit 31: Data Table on Digital advertising - Year-over-year growth 2021-2026 (%)
    • 5.4 TV advertising - Market size and forecast 2021-2026
      • Exhibit 32: Chart on TV advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 33: Data Table on TV advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 34: Chart on TV advertising - Year-over-year growth 2021-2026 (%)
      • Exhibit 35: Data Table on TV advertising - Year-over-year growth 2021-2026 (%)
    • 5.5 Print advertising - Market size and forecast 2021-2026
      • Exhibit 36: Chart on Print advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 37: Data Table on Print advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 38: Chart on Print advertising - Year-over-year growth 2021-2026 (%)
      • Exhibit 39: Data Table on Print advertising - Year-over-year growth 2021-2026 (%)
    • 5.6 OOH advertising - Market size and forecast 2021-2026
      • Exhibit 40: Chart on OOH advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 41: Data Table on OOH advertising - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 42: Chart on OOH advertising - Year-over-year growth 2021-2026 (%)
      • Exhibit 43: Data Table on OOH advertising - Year-over-year growth 2021-2026 (%)
    • 5.7 Others - Market size and forecast 2021-2026
      • Exhibit 44: Chart on Others - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 45: Data Table on Others - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 46: Chart on Others - Year-over-year growth 2021-2026 (%)
      • Exhibit 47: Data Table on Others - Year-over-year growth 2021-2026 (%)
    • 5.8 Market opportunity by Type
      • Exhibit 48: Market opportunity by Type ($ billion)

    6 Customer Landscape

    • 6.1 Customer landscape overview
      • Exhibit 49: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

    7 Geographic Landscape

    • 7.1 Geographic segmentation
      • Exhibit 50: Chart on Market share by geography 2021-2026 (%)
      • Exhibit 51: Data Table on Market share by geography 2021-2026 (%)
    • 7.2 Geographic comparison
      • Exhibit 52: Chart on Geographic comparison
      • Exhibit 53: Data Table on Geographic comparison
    • 7.3 North America - Market size and forecast 2021-2026
      • Exhibit 54: Chart on North America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 55: Data Table on North America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 56: Chart on North America - Year-over-year growth 2021-2026 (%)
      • Exhibit 57: Data Table on North America - Year-over-year growth 2021-2026 (%)
    • 7.4 APAC - Market size and forecast 2021-2026
      • Exhibit 58: Chart on APAC - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 59: Data Table on APAC - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 60: Chart on APAC - Year-over-year growth 2021-2026 (%)
      • Exhibit 61: Data Table on APAC - Year-over-year growth 2021-2026 (%)
    • 7.5 Europe - Market size and forecast 2021-2026
      • Exhibit 62: Chart on Europe - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 63: Data Table on Europe - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 64: Chart on Europe - Year-over-year growth 2021-2026 (%)
      • Exhibit 65: Data Table on Europe - Year-over-year growth 2021-2026 (%)
    • 7.6 South America - Market size and forecast 2021-2026
      • Exhibit 66: Chart on South America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 67: Data Table on South America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 68: Chart on South America - Year-over-year growth 2021-2026 (%)
      • Exhibit 69: Data Table on South America - Year-over-year growth 2021-2026 (%)
    • 7.7 Middle East and Africa - Market size and forecast 2021-2026
      • Exhibit 70: Chart on Middle East and Africa - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 71: Data Table on Middle East and Africa - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 72: Chart on Middle East and Africa - Year-over-year growth 2021-2026 (%)
      • Exhibit 73: Data Table on Middle East and Africa - Year-over-year growth 2021-2026 (%)
    • 7.8 US - Market size and forecast 2021-2026
      • Exhibit 74: Chart on US - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 75: Data Table on US - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 76: Chart on US - Year-over-year growth 2021-2026 (%)
      • Exhibit 77: Data Table on US - Year-over-year growth 2021-2026 (%)
    • 7.9 China - Market size and forecast 2021-2026
      • Exhibit 78: Chart on China - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 79: Data Table on China - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 80: Chart on China - Year-over-year growth 2021-2026 (%)
      • Exhibit 81: Data Table on China - Year-over-year growth 2021-2026 (%)
    • 7.10 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 (%)
    • 7.11 Germany - Market size and forecast 2021-2026
      • Exhibit 86: Chart on Germany - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 87: Data Table on Germany - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 88: Chart on Germany - Year-over-year growth 2021-2026 (%)
      • Exhibit 89: Data Table on Germany - Year-over-year growth 2021-2026 (%)
    • 7.12 UK - Market size and forecast 2021-2026
      • Exhibit 90: Chart on UK - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 91: Data Table on UK - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 92: Chart on UK - Year-over-year growth 2021-2026 (%)
      • Exhibit 93: Data Table on UK - Year-over-year growth 2021-2026 (%)
    • 7.13 Market opportunity by geography
      • Exhibit 94: 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 95: Impact of drivers and challenges in 2021 and 2026
        • 8.4 Market trends

          9 Vendor Landscape

          • 9.1 Overview
            • 9.2 Vendor landscape
              • Exhibit 96: Overview on Criticality of inputs and Factors of differentiation
            • 9.3 Landscape disruption
              • Exhibit 97: Overview on factors of disruption
            • 9.4 Industry risks
              • Exhibit 98: Impact of key risks on business

            10 Vendor Analysis

            • 10.1 Vendors covered
              • Exhibit 99: Vendors covered
            • 10.2 Market positioning of vendors
              • Exhibit 100: Matrix on vendor position and classification
            • 10.3 Alibaba Group Holding Ltd.
              • Exhibit 101: Alibaba Group Holding Ltd. - Overview
              • Exhibit 102: Alibaba Group Holding Ltd. - Business segments
              • Exhibit 103: Alibaba Group Holding Ltd. - Key offerings
              • Exhibit 104: Alibaba Group Holding Ltd. - Segment focus
            • 10.4 Alphabet Inc.
              • Exhibit 105: Alphabet Inc. - Overview
              • Exhibit 106: Alphabet Inc. - Business segments
              • Exhibit 107: Alphabet Inc. - Key news
              • Exhibit 108: Alphabet Inc. - Key offerings
              • Exhibit 109: Alphabet Inc. - Segment focus
            • 10.5 Amazon.com Inc.
              • Exhibit 110: Amazon.com Inc. - Overview
              • Exhibit 111: Amazon.com Inc. - Business segments
              • Exhibit 112: Amazon.com Inc. - Key news
              • Exhibit 113: Amazon.com Inc. - Key offerings
              • Exhibit 114: Amazon.com Inc. - Segment focus
            • 10.6 CommCreative
              • Exhibit 115: CommCreative - Overview
              • Exhibit 116: CommCreative - Product / Service
              • Exhibit 117: CommCreative - Key offerings
            • 10.7 Daniel Brian Advertising
              • Exhibit 118: Daniel Brian Advertising - Overview
              • Exhibit 119: Daniel Brian Advertising - Product / Service
              • Exhibit 120: Daniel Brian Advertising - Key offerings
            • 10.8 Division of Labor
              • Exhibit 121: Division of Labor - Overview
              • Exhibit 122: Division of Labor - Product / Service
              • Exhibit 123: Division of Labor - Key offerings
            • 10.9 Jacob Tyler
              • Exhibit 124: Jacob Tyler - Overview
              • Exhibit 125: Jacob Tyler - Product / Service
              • Exhibit 126: Jacob Tyler - Key offerings
            • 10.10 Meta Platforms Inc.
              • Exhibit 127: Meta Platforms Inc. - Overview
              • Exhibit 128: Meta Platforms Inc. - Business segments
              • Exhibit 129: Meta Platforms Inc. - Key news
              • Exhibit 130: Meta Platforms Inc. - Key offerings
              • Exhibit 131: Meta Platforms Inc. - Segment focus
            • 10.11 Omnicom Group Inc.
              • Exhibit 132: Omnicom Group Inc. - Overview
              • Exhibit 133: Omnicom Group Inc. - Business segments
              • Exhibit 134: Omnicom Group Inc. - Key news
              • Exhibit 135: Omnicom Group Inc. - Key offerings
              • Exhibit 136: Omnicom Group Inc. - Segment focus
            • 10.12 REQ
              • Exhibit 137: REQ - Overview
              • Exhibit 138: REQ - Product / Service
              • Exhibit 139: REQ - Key offerings

            11 Appendix

            • 11.1 Scope of the report
              • 11.2 Inclusions and exclusions checklist
                • Exhibit 140: Inclusions checklist
                • Exhibit 141: Exclusions checklist
              • 11.3 Currency conversion rates for US$
                • Exhibit 142: Currency conversion rates for US$
              • 11.4 Research methodology
                • Exhibit 143: Research methodology
                • Exhibit 144: Validation techniques employed for market sizing
                • Exhibit 145: Information sources
              • 11.5 List of abbreviations
                • Exhibit 146: 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
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              The advertising services market growth will increase by $188.92 billion during 2022-2026.
              The advertising services market is expected to grow at a CAGR of 5.18% during 2022-2026.
              Technavio has segmented the advertising services market by geographic (North America, APAC, Europe, South America, and Middle East and Africa).
              Alibaba Group Holding Ltd., Alphabet Inc., Amazon.com Inc., BrandBurp Digital, CommCreative, Daniel Brian Advertising, Division of Labor, Experian Plc, ITHAKA, Jacob Tyler, Mayple Marketplace Ltd., Meta Platforms Inc., Omnicom Group Inc., Plan Z Digital, Publicis Groupe SA, REQ, SmartSites, Socialiency Advertising, Spirit Adv, WPP Plc are a few of the key vendors in the advertising services market.
              APAC will register the highest growth rate of 34.82% among the other regions. Therefore, the advertising services market in APAC is expected to garner significant business opportunities for the vendors during the forecast period.
              The key factors driving the advertising services market growth are:
              • Growth in in-app advertising

                The growing popularity of in-app advertisements is one of the major factors driving the global advertising services market. Mobile phone users spend more than 80% of their time on dedicated apps in comparison to the 20% time spent on browsers on their mobile devices. The high amount of time spent on apps has attracted advertisers to focus on in-app advertisements for their products and services. Also, this platform helps app developers to generate revenue without having to charge the users to use their apps. In-app advertisements are not only cost-effective but also help in reaching a targeted audience based on the data collected through the apps and cache files. In-app advertising provides a better consumer experience than display advertising on the mobile web. Advertisements on the mobile web are often compressed and unappealing to smartphone users. In-app advertisements, on the other hand, are scaled to fit the screen and look better, thereby improving overall engagement. Furthermore, accessibility is another important beneficial factor for in-app advertising. Since most users have their phones with them around the clock, wherever they go, it is easy to reach them through in-app advertising.

                Many brands also engage with their target audience through multiple marketing channels and encourage them to post reviews and provide feedback about their products/services. Brands provide various offers and rewards when customers download the apps, sign up for text alerts, and recommend them to their friends. This way, brands can reach out to their target audience more efficiently. These factors are propelling the popularity of in-app advertising.


              • Incorporation of AR in advertising

                The incorporation of Augmented Reality (AR)in advertisements is a recent trend in the advertising industry. The use of media has changed in recent years because of advances in AR. The integration of AR makes advertising interactive, allowing marketers and advertisers to reach out to consumers in new ways. Many companies have embraced this technology. AR ads are engaging as customers can not only view but also interact with AR ads.

                In addition to promoting sales, AR ads help in building a company's reputation. For instance, the Arctic Home Campaign by Coca-Cola and the World Wildfire Fund, which is aimed at protecting polar bears and their natural habitat, included an AR event at the Science Museum in London. Visitors could see themselves interacting with virtual animals in their natural environment. This event helped Coca-Cola engage with consumers and gain consumer loyalty. Thus, the incorporation of AR in advertising is one of the major trends in the global advertising services market.


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