Global Advertising Market 2016-2020

  • Published: Aug 2016
  • Pages: 56
  • SKU: IRTNTR10316

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This market study recognizes vendors such as American Express, Ford, Pfizer, P&G, and Verizon as the leading players in the global advertising market. This report also presents a detailed analysis on the advertising market segmentation based on medium (TV, digital, print, OOH, and others) and geography (the Americas, APAC, and EMEA).

Global advertising market overview

The advertising market statistics report compiled by market analyst at Technavio predicts that the global advertising market will grow steadily and post a CAGR of approximately 6% by 2020. The growth of social media advertising is one of the primary factors for the advertising market growth. Social media advertising is offer a platform for advertisers, especially during global events, which, in turn, increases their return on investment (ROI). Factors such as paid search options enhance the traffic of a particular website, and the large database of personal customer information helps vendors analyze behaviour patterns and preferences while advertising products. Various online advertisement strategies will help businesses create brand awareness and market products based on end-user needs.

Emerging trends in the advertising market

One of the recent trends in the market is the growing popularity of real-time bidding (RTB). RTB advertising involves buying and selling of online advertising display inventory through a bidding process. RTB is a type of programmatic advertising with an auction environment provided by advertising exchanges/marketplaces and allows advertisers to bid an online inventory matching the buyer's profile and preferences. Also, the automatic regulations of bidding cost based on the profile of the viewer will help in the growth of the global advertising market.

Competitive landscape and key vendors

The competition of the market is mainly between the existing established players with massive capital investments and high advertising budgets. The demand for advertisements will depend on the economic condition and corporate profits. New entrants will face difficulties in bearing the cost of investment in the market. The advertisers will have to focus on the preferences of the target audience to maintain their market share during the forecast period.

The key players in the market are -

  • American Express
  • Ford
  • Pfizer
  • P&G
  • Verizon

Other prominent vendors in the market are AT&T, Fiat, Comcast, General Motors, Johnson and Johnson, JP Morgan Chase, L’Oreal, Time Warner, Toyota, and Walt Disney.

The advertising market segmentation based on medium and industry analysis

  • TV
  • Digital
  • Print
  • OOH (Out-of-home advertising)

During 2015, the TV segment dominated the market accounting for approximately 38% of the total market share, as per the advertising market forecast report. TV is the most influential and favored advertising media because of its ability to reach mass audiences. The increasing purchases from online stores will give marketers an opportunity to boost the effectiveness of TV commercials and reach a wider target audience. Advertisers will also focus on the refinement of digital ads by tuning the contrast and content of advertisements.

Segmentation based on geography and the advertising market analysis

  • Americas
  • APAC
  • EMEA

Market research analysts predict that the Americas will be the largest contributor to the market and will post a CAGR of around 6% by 2020. The high rate of digital penetration, availability of a larger base of the target audience, and high disposable income will be some of the factors contributing to the growth of the market in the Americas during the forecast period. Also, the growing popularity of digital media and social media marketing in the Latin American countries will aid advertisers in the market.

Key questions answered in the report include

  • What will the advertising market worth, size and the growth rate be in 2020?
  • What are the key factors driving the global advertising market?
  • What are the key market trends impacting the growth of the global advertising market?
  • What are the challenges to the advertising market growth?
  • Who are the key vendors in the global advertising market?
  • What are the market opportunities and threats faced by the vendors in the global advertising market?
  • Trending factors influencing the advertising market shares of the Americas, APAC, and EMEA.
  • What are the key outcomes of the five forces analysis of the global advertising market?

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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of  the report

  • Market overview
  • Base year
  • Vendor segmentation
  • Summation errors

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Market size and forecast
  • Five forces analysis

PART 06: Market segmentation  by medium

  • Global advertising market by medium
  • Global TV advertising market
  • Global digital advertising market
  • Global print advertising market
  • Global OOH advertising market
  • Segment comparison analysis by advertising medium

PART 07: Digital market segmentation by type

  • Digital advertising market by type
  • Global digital search ads market
  • Global digital display ads market
  • Global email marketing market
  • Segment comparison analysis by types of digital advertising

PART 08: Geographical segmentation

  • Regional segregation of global advertising market
  • Advertising market in Americas
  • Advertising market in EMEA
  • Advertising market in APAC
  • Segment comparison analysis by geography

PART 09: Buying criterion

PART 10: Key leading countries

  • Key leading countries in global advertising market

PART 11: Market drivers

PART 12: Impact of drivers

PART 13: Market challenges

PART 14: Impact of drivers and challenges

PART 15: Market trends

PART 16: Vendor landscape

  • Competitive scenario
  • Top advertising agencies
  • Other prominent vendors

PART 17: Appendix

  • List of abbreviations

PART 18: Explore Technavio

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.


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


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



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


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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