広告市場レポート：タイプ別、地域別、2024-2032

世界の広告市場規模は2023年に6,473億米ドルに達しました。今後、IMARC Groupは、2024年から2032年にかけて4.6%の成長率（CAGR）を示し、2032年までに9,785億米ドルに達すると予測しています。同市場は、オンラインプラットフォームへのシフト、正確な視聴者ターゲティングとリアルタイム入札を可能にする人工知能（AI）の活用の高まり、倫理的で環境に配慮したブランドに対する消費者の需要の高まりなどを背景に、着実な成長を遂げています。

広告市場の分析

市場の成長と規模：デジタル・トランスフォーメーションとオンライン広告へのシフト、データ主導型マーケティング戦略の重要性の高まりにより、市場は緩やかな成長を遂げています。

技術の進歩：人工知能（AI）やデータ分析の統合などの技術革新が広告を強化し、ターゲットを絞ったパーソナライズされたキャンペーンを可能にしています。

業界の応用：小売、ヘルスケア、自動車、eコマースなど、多様な業界からの需要が増加しており、売上とブランドの認知度を促進しています。

地域別動向：北米は好調な経済、多額の消費支出、強固なデジタル広告エコシステムにより市場をリードしています。しかし、アジア太平洋地域は、デジタル広告の導入と中間層の増加により、急成長市場として浮上しています。

競合情勢：主要プレーヤーは、精度の高いターゲティングを行うため、デジタルおよびデータ主導の戦略に投資しています。大手企業は膨大なユーザーデータと広告プラットフォームを活用しています。また、デジタルチャネルやプログラマティック広告を自社製品に統合するなど、多様化も進んでいます。

課題と機会：広告詐欺やプライバシーへの懸念といった課題に直面する一方で、革新的な広告フォーマットや新興市場への進出といった機会にも遭遇しています。

将来の展望：新たなテクノロジーや日常生活への広告の浸透により、広告市場の将来は有望です。

広告市場の動向：

デジタルトランスフォーメーションとオンラインプレゼンス

オンライン・プラットフォームへのシフトは、企業がオーディエンスにリーチし、エンゲージする方法を根本的に変えつつあります。消費者がオンラインで過ごす時間が長くなるにつれ、広告主は競争力を維持するために強力なオンラインプレゼンスを確立する必要性を認識しています。この要因の特徴は、ソーシャルメディア、検索エンジンマーケティング、ディスプレイ広告など、デジタル広告チャネルの重要性が増していることです。広告主はデータ分析の力を活用し、特定の属性をターゲットにしたり、メッセージをパーソナライズしたりしています。さらに、eコマース・プラットフォームは広告戦略に不可欠なものとなりつつあり、オンライン広告から直接販売を促進しています。従来のメディアからデジタル・チャンネルへの予算の再配分により、デジタル広告への投資が増加していることが、市場の成長を後押ししています。広告主はデジタル広告のダイナミックでデータが豊富な性質を受け入れており、広告市場の進化を促進する極めて重要な要因となっています。

人工知能（AI）の活用の高まり

人工知能（AI）は、広告業界を変革する媒体として利用されています。AIを活用したソリューションは、広告主がキャンペーンを作成、配信、最適化する方法に革命をもたらしています。機械学習（ML）アルゴリズムは、正確な視聴者ターゲティングとリアルタイムの入札を可能にし、最大の影響と効率を得るために広告配置を最適化します。また、AI駆動型ツールは、コンテンツ生成、A/Bテスト、ダイナミックな広告バリエーションを通じて広告クリエイティブを強化し、エンゲージメントとコンバージョン率を向上させます。さらに、AIを活用したアナリティクスは、広告主に実用的なインサイトを提供し、データに基づいた意思決定とキャンペーンの改善を可能にします。膨大な量のデータを迅速かつ正確に処理するAIの能力は、広告の効果と効率を高める重要な原動力として位置づけられています。AI技術を活用する広告主は競合優位性を獲得しており、AIは広告市場を形成する有力な要因となっています。

持続可能な広告手法へのシフト

持続可能性は、広告市場を牽引する顕著な要因になりつつあります。加えて、倫理的で環境に配慮したブランドに対する消費者の需要の高まりが、良好な市場見通しをもたらしています。広告主は、メッセージングやビジネス慣行の中核要素として持続可能性を採用する傾向が強まっています。持続可能な広告には、環境に優しい製品の紹介、倫理的な調達の促進、透明なサプライチェーンなどが含まれます。持続可能性を優先するブランドは、環境意識の高い消費者の共感を呼び、ブランド・ロイヤルティと好意的な社会的認知を促進します。この要素は、より良い世界に貢献することを企業に促す、より広範な社会動向と一致しています。消費者の目が肥えてきている今、サステナビリティをキャンペーンに組み込む広告主は、消費者の嗜好に対応するだけでなく、持続可能な未来にも貢献します。

データ主導型マーケティングとパーソナライゼーション

データ主導のマーケティングとパーソナライゼーションは、業界の投資家に有利な成長機会を提供しています。さらに、消費者データの収集と分析は、広告主がキャンペーンを作成・提供する方法に革命をもたらしています。この要因の特徴は、広告活動におけるパーソナライゼーションと関連性の絶え間ない追求です。広告主は、消費者の嗜好や行動を深く洞察するために、オンライン上での行動、ソーシャルメディア上でのやりとり、購買履歴など、さまざまな情報源から膨大な量のデータを収集しています。これらの洞察によって、高度にターゲットを絞ったパーソナライズされた広告キャンペーンの作成が可能になります。パーソナライゼーションは、消費者のエンゲージメントを高めるだけでなく、コンバージョン率や投資収益率（ROI）の向上にもつながります。広告主は、メッセージング、オファー、クリエイティブ・コンテンツを特定のオーディエンス・セグメントに響くように調整することができ、広告費の効果を最大化することができます。さらに、マーケティングオートメーションと顧客関係管理（CRM）システムの台頭により、広告主はパーソナライズされたマーケティングキャンペーンを大規模に自動化できるようになった。消費者がオーダーメイドの体験をますます期待するようになるにつれ、データ主導のマーケティングとパーソナライゼーションに対する需要が世界中で高まっています。

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査目的
• 利害関係者
• データソース
  • 一次情報
  • 二次情報
• 市場推定
  • ボトムアップアプローチ
  • トップダウンアプローチ
• 調査手法

第3章 エグゼクティブサマリー

第4章 世界の広告市場のイントロダクション

• 現在と過去の市場動向
• COVID-19の影響
• 各種セグメントの実績
• 各地域の実績
• 主要企業とその市場シェア
• 市場予測

第5章 世界の広告市場産業別実績

• テレビ広告の世界市場
  • 現在と過去の市場動向
  • 各種セグメントのパフォーマンス
  • 各地域のパフォーマンス
  • 主要産業の貢献
  • 市場予測
• 世界の印刷広告市場
  • 現在の市場動向と過去の市場動向
  • 新聞広告市場
    • 現在と過去の市場動向
    • 主要新聞社実績：読者別
    • 市場予測
  • 雑誌広告
    • 現在と過去の市場動向
    • 主要雑誌実績：読者層別
    • 市場予測
  • 主要産業の貢献
  • 市場予測
• 世界のラジオ広告市場
  • 現状と過去の動向
  • 世界のラジオ広告市場実績：地域別
  • 主要産業の貢献
  • 市場予測
• 屋外広告の世界市場
  • 現状と過去の動向
  • 実績：地域別
  • 各セグメントの業績
  • 主要産業の貢献
  • 市場予測
• 世界のインターネット広告市場
  • 現状と過去の動向
  • 各地域のパフォーマンス
  • 検索広告市場
    • 現在と過去の動向
    • 市場予測
  • ディスプレイ広告市場
    • 現状と過去の動向
    • 市場予測
  • クラシファイド広告市場
    • 現在と過去の動向
    • 市場予測
  • 動画広告市場
    • 現在と過去の動向
    • 市場予測
  • 主要産業の貢献
  • 訪問者数の多いウェブサイト
  • 市場予測
• 世界のモバイル広告市場
  • 現在と過去の動向
  • 各地域のパフォーマンス
  • 主要産業の貢献
  • 市場予測
• シネマ広告の世界市場
  • 現在と過去の動向
  • 各地域のパフォーマンス
  • 主要産業の貢献
  • 市場予測

第6章 世界の広告市場SWOT産業分析

• 概要
• 強み
• 弱み
• 機会
• 脅威

第7章 世界の広告市場バリューチェーン分析

• 調査
• コンテンツ開発
• 広告代理店
• 広告メディア
• オーディエンス

第8章 世界の広告市場ポーターのファイブフォース分析

• 概要
• 買い手の交渉力
• 供給企業の交渉力
• 競合の程度
• 新規参入業者の脅威
• 代替品の脅威

第9章 世界の広告市場主要企業

• WPP Group PLC
• Omnicom Group Inc.
• Publicis Groupe
• The Interpublic Group of Companies, Inc.
• Dentsu Inc.

List of Figures

• Figure 1: Global: Advertising Market: Major Drivers and Challenges
• Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2023
• Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2023
• Figure 5: Global: Advertising Market: Regional Breakup (in %), 2023
• Figure 6: Global: Advertising Market: Share of Key Players (in %), 2023
• Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
• Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
• Figure 10: Global: Television Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 11: Global: Television Advertising Market: Breakup by Segment (in %), 2023
• Figure 12: Global: Television Advertising Market: Regional Breakup by Value (in Billion US$), 2023
• Figure 13: Global: Television Advertising Market: Regional Breakup (in %), 2023
• Figure 14: Global: Television Advertising Market: Breakup by Industries (in %), 2023
• Figure 15: Global: Television Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 16: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion US$), 2024-2032
• Figure 17: Global: Print Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 18: Global: Print Advertising Market: Breakup by Segment (in %), 2018-2023
• Figure 19: Global: Newspaper Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 20: Global: Circulation Revenue of Newspapers (in Billion US$), 2012 & 2019
• Figure 21: Global: Newspaper Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 22: Global: Magazine Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 23: Global: Circulation Revenue of Magazines (in Billion US$), 2012 & 2019
• Figure 24: Global: Magazine Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 25: Global: Print Advertising Market: Breakup by Industries (in %)
• Figure 26: Global: Print Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 27: Global: Print Advertising Market Forecast: Breakup by Segment (in %), 2024-2032
• Figure 28: Global: Radio Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 29: Global: Radio Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 30: Global: Radio Advertising Market: Regional Breakup (in %), 2023
• Figure 31: Global: Radio Advertising Market: Breakup by Industries (in %), 2023
• Figure 32: Global: Radio Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 33: Global: Outdoor Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 34: Global: Outdoor Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 35: Global: Outdoor Advertising Market: Breakup by Region (in %), 2023
• Figure 36: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2023
• Figure 37: Global: Outdoor Advertising Market: Breakup by Industries (in %), 2023
• Figure 38: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 39: Global: Internet Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 40: Global: Internet Advertising Market: Breakup by Segment (in %), 2023
• Figure 41: Global: Internet Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 42: Global: Internet Advertising Market: Regional Breakup (in %), 2023
• Figure 43: Global: Search Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 44: Global: Search Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 45: Global: Display Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 46: Global: Display Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 47: Global: Classified Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 48: Global: Classified Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 49: Global: Video Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 50: Global: Video Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 51: Global: Internet Advertising Market: Breakup by Industries (in %), 2023
• Figure 52: Global: Internet Advertising Market: Most Visited Websites
• Figure 53: Global: Internet Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 54: Global: Mobile Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 55: Global: Mobile Advertising Market: Breakup by Segment (in %), 2023
• Figure 56: Global: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 57: Global: Mobile Advertising Market: Regional Breakup (in %), 2023
• Figure 58: Global: Mobile Advertising Market: Breakup by Industries (in %), 2023
• Figure 59: Global: Mobile Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 60: Global: Cinema Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 61: Global: Cinema Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 62: Global: Cinema Advertising Market: Regional Breakup (in %), 2023
• Figure 63: Global: Cinema Advertising Market: Breakup by Industries (in %)

List of Tables

• Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2018-2023
• Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2024-2032
• Table 3: Global: Newspaper Advertising Market: Top Newspapers by Circulation (in 000)
• Table 4: Global: Magazine Advertising Market: Top Magazines by Readership (in Million)
• Table 5: Global: Internet Advertising Market: Most Visited Websites

The global advertising market size reached US$ 647.3 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 978.5 Billion by 2032, exhibiting a growth rate (CAGR) of 4.6% during 2024-2032. The market is experiencing steady growth driven by the shift towards online platforms, rising utilization of artificial intelligence (AI) to enable precise audience targeting and real-time bidding, and increasing consumer demand for ethical and environmentally responsible brands.

Advertising Market Analysis:

Market Growth and Size: The market is witnessing moderate growth, driven by digital transformation and the shift towards online advertising, along with the growing importance of data-driven marketing strategies.

Technological Advancements: Technological innovations, such as the integration of artificial intelligence (AI) and data analytics, are enhancing advertising, enabling targeted and personalized campaigns.

Industry Applications: The market is experiencing a rise in the demand from diverse industries, including retail, healthcare, automotive, and e-commerce, thereby driving sales and brand visibility.

Geographical Trends: North America leads the market on account of a strong economy, significant consumer spending, and a robust digital advertising ecosystem. However, Asia Pacific is emerging as a fast-growing market, driven by the adoption of digital advertising and the increasing middle-class population.

Competitive Landscape: Key players are investing in digital and data-driven strategies to target audiences with precision. Major players are leveraging their vast user data and ad platforms. They are also diversifying by integrating digital channels and programmatic advertising into their offerings.

Challenges and Opportunities: While the market faces challenges, such as ad fraud and privacy concerns, it also encounters opportunities in innovative ad formats and expanding into emerging markets.

Future Outlook: The future of the advertising market looks promising, with emerging technologies and the increasing integration of advertising into everyday life.

Advertising Market Trends:

Digital transformation and online presence

The shift towards online platforms is fundamentally changing how businesses reach and engage with their audiences. As consumers are spending more time online, advertisers are recognizing the need to establish a strong online presence to remain competitive. This factor is characterized by the increasing significance of digital advertising channels, including social media, search engine marketing, and display advertising. Advertisers are leveraging the power of data analytics to target specific demographics and personalize their messaging. Additionally, e-commerce platforms are becoming integral to advertising strategies, driving sales directly from online ads. The increasing investment in digital advertising, with budgets reallocated from traditional media to digital channels, is propelling the growth of the market. Advertisers are embracing the dynamic and data-rich nature of digital advertising, making it a pivotal factor driving the evolution of the advertising market.

Rising utilization of artificial intelligence (AI)

Artificial intelligence (AI) is used as a transformative medium in the advertising industry. AI-powered solutions are revolutionizing how advertisers create, deliver, and optimize campaigns. Machine learning (ML) algorithms enable precise audience targeting and real-time bidding, optimizing ad placements for maximum impact and efficiency. AI-driven tools also enhance ad creatives through content generation, A/B testing, and dynamic ad variations, improving engagement and conversion rates. Moreover, AI-powered analytics provide advertisers with actionable insights, enabling data-driven decision-making and campaign refinements. The ability of AI to process vast amounts of data quickly and accurately positions it as a key driver of advertising effectiveness and efficiency. Advertisers who harness AI technologies are gaining a competitive edge, making AI a dominant factor shaping the advertising market.

Shift toward sustainable advertising practices

Sustainability is becoming a prominent factor driving the advertising market. In addition, the growing consumer demand for ethical and environmentally responsible brands is offering a favorable market outlook. Advertisers are increasingly adopting sustainability as a core element of their messaging and business practices. Sustainable advertising involves showcasing eco-friendly products, promoting ethical sourcing, and transparent supply chains. Brands that prioritize sustainability resonate with environment conscious consumers, fostering brand loyalty and positive public perception. This factor aligns with broader societal trends, which encourage businesses to contribute to a better world. As consumers are becoming more discerning, advertisers who integrate sustainability into their campaigns not only address consumer preferences but also contribute to a sustainable future.

Data-driven marketing and personalization

Data-driven marketing and personalization is offering lucrative growth opportunities to industry investors. In addition, the collection and analysis of consumer data is revolutionizing how advertisers create and deliver campaigns. This factor is characterized by the relentless pursuit of personalization and relevance in advertising efforts. Advertisers are collecting vast amounts of data from various sources, including online behavior, social media interactions, and purchase history, to gain deep insights into consumer preferences and behavior. These insights enable the creation of highly targeted and personalized ad campaigns. Personalization not only enhances consumer engagement but also drives higher conversion rates and return on investment (ROI). Advertisers can tailor their messaging, offers, and creative content to resonate with specific audience segments, maximizing the impact of their advertising spend. Furthermore, the rise of marketing automation and customer relationship management (CRM) systems empowers advertisers to automate personalized marketing campaigns at scale. As consumers are increasingly expecting tailored experiences, there is a rise in the demand for data-driven marketing and personalization around the world.

Advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on type.

Breakup by Type:

Television Advertising

Print Advertising

Newspaper Advertising

Magazine Advertising

Radio Advertising

Outdoor Advertising

Internet Advertising

Search Advertising

Display Advertising

Classified Advertising

Video Advertising

Mobile Advertising

Cinema Advertising

Television accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the type. This includes television, print (newspaper and magazine), radio, outdoor, internet (search, display, classified, and video), mobile, and cinema advertising. According to the report, television represented the largest segment due to its broad reach and ability to engage audiences through audiovisual content. Advertisers leverage television to showcase their products or services to a wide and diverse viewership. Despite the growth of digital advertising, television advertising retains its appeal for its ability to convey brand messages with sight, sound, and motion, making it an enduring and influential segment of the advertising market.

Print advertising encompasses advertisements placed in newspapers, magazines, brochures, and other printed materials. This segment offers a tangible and enduring form of advertising, often used for in-depth storytelling and conveying detailed information about products or services. While the prominence of print advertising is declining with the rise of digital media, it still holds value for niche markets and specific demographics seeking curated content and tangible reading experience.

Radio advertising remains a powerful medium for reaching a wide and captive audience, especially during daily commutes and leisure activities. It is known for its immediacy and ability to create memorable audio campaigns. Advertisers use radio to connect with listeners through catchy jingles, endorsements, and concise messaging. Despite facing competition from digital audio platforms, radio advertising maintains its relevance due to its local targeting capabilities and engagement with a diverse listener base.

Outdoor advertising encompasses billboards, transit ads, and other forms of advertising visible in public spaces. It offers high visibility and exposure to commuters and pedestrians, making it effective for building brand awareness and promoting local businesses. The growth of digital billboards is adding a dynamic element to this segment, enabling real-time content updates and interactivity. In addition, outdoor advertising complements other media types and is often used for reinforcing brand messages.

Internet advertising is witnessing exponential growth in recent years, becoming a preferred choice in the advertising market. It includes various formats, such as display ads, search engine marketing, social media advertising, and video ads. The ability of the internet to target precise demographics, track user behavior, and provide real-time analytics is making it highly attractive to advertisers. It offers unparalleled opportunities for personalized and data-driven marketing, making it a dynamic and evolving segment with a significant share of advertising budgets.

Breakup by Region:

North America

United States

Canada

Asia Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

North America leads the market, accounting for the largest advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share due to a mature and diversified media landscape. The United States and Canada are key contributors to the advertising market in the region. Moreover, the advertising industry in North America benefits from a strong economy, significant consumer spending, and a robust digital advertising ecosystem.

The Asia Pacific region is witnessing remarkable growth in the advertising market, driven by the rapid expansion of emerging economies like China and India. As the most populous region worldwide, it offers a vast and diverse consumer base. The adoption of digital advertising and the increasing middle-class population are increasing advertising expenditure in this region. Additionally, the Asia Pacific region showcases a willingness to embrace innovative advertising strategies, making it a dynamic and competitive segment.

Europe has a well-established advertising market, comprising countries with diverse cultural and linguistic backgrounds. While the region is facing economic challenges, it remains a significant player in the global advertising landscape. European advertisers focus on creative and culturally tailored campaigns to resonate with local audiences. The European market is also a hub for programmatic advertising and ad tech companies, contributing to its influence in the industry.

Latin America represents an emerging and rapidly evolving advertising market. Countries like Brazil and Mexico are leading the way in advertising spending, driven by urbanization and a growing middle class. The advertising market in the region is notable for its creative and culturally relevant campaigns. Digital advertising is rising, with social media platforms being particularly popular for marketing efforts. Political and economic factors can impact advertising trends in Latin America, making it a dynamic and challenging market.

The Middle East and Africa constitute diverse advertising market with varying levels of development across countries. The region is experiencing growth, on account of increasing internet facilities and mobile device usage. Advertising in the Middle East often focuses on luxury brands and tourism, while Africa showcases opportunities for market expansion and reaching a youthful demographic.

Leading Key Players in the Advertising Industry:

Key players in the market are actively adapting to the evolving landscape. They are investing in digital and data-driven strategies to target audiences with precision. Major players are leveraging their vast user data and ad platforms. They are also diversifying by integrating digital channels and programmatic advertising into their offerings. Sustainability and corporate social responsibility are also becoming important, with advertisers aligning their campaigns with environmental and ethical values to appeal to socially conscious consumers. Overall, key players in the advertising market are embracing innovation, diversification, and responsible practices to remain competitive and relevant in the dynamic advertising environment.

The market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

WPP Group PLC

Omnicom Group Inc.

Publicis Groupe

The Interpublic Group of Companies, Inc.

Dentsu Inc.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Latest News:

August 9, 2023: WPP Group PLC announced the launch of a global strategic partnership with Optimizely, a leading digital experience platform (DXP) provider. WPP and Optimizely are teaming up to support the seamless transition to a new experimentation platform to help brands deliver relevant content and features. WPP clients will have full access to a complete suite of DXP tools including content marketing, content management, commerce, and experimentation.

November 14, 2023: Omnicom Group Inc. announced a collaboration with Getty Images, that will provide it early access to Generative AI by Getty Images. By combining this tool with the data of Omnicom, agency teams will be able to safely create on-brand content that helps marketers orchestrate better outcomes. They will also be able to bring the tool into client ecosystems and customize it with the proprietary data of clients to produce commercially safe images with the unique brand style and languages of clients.

Key Questions Answered in This Report

• 1. What was the size of the global advertising market in 2023?
• 2. What is the expected growth rate of the global advertising market during 2024-2032?
• 3. What has been the impact of COVID-19 on the global advertising market?
• 4. What are the key factors driving the global advertising market?
• 5. What is the breakup of the global advertising market based on the type?
• 6. What are the key regions in the global advertising market?
• 7. Who are the key players/companies in the global advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction to the Global Advertising Market

• 4.1 Current and Historical Market Trends
• 4.2 Impact of COVID-19
• 4.3 Performance of Various Segments
• 4.4 Performance of Various Regions
• 4.5 Key Players and their Market Shares
• 4.6 Market Forecast

5 Global Advertising Market: Industry Performance

• 5.1 Global Television Advertising Market
  • 5.1.1 Current and Historical Market Trends
  • 5.1.2 Performance of Various Segments
  • 5.1.3 Performance of Various Regions
  • 5.1.4 Contribution of Major Industries
  • 5.1.5 Market Forecast
• 5.2 Global Print Advertising Market
  • 5.2.1 Current and Historical Market Trends
  • 5.2.2 Newspaper Advertising Market
    • 5.2.2.1 Current and Historical Market Trends
    • 5.2.2.2 Major Newspapers: Performance by Readership
    • 5.2.2.3 Market Forecast
  • 5.2.3 Magazine Advertising
    • 5.2.3.1 Current and Historical Market Trends
    • 5.2.3.2 Major Magazines: Performance by Readership
    • 5.2.3.3 Market Forecast
  • 5.2.4 Contribution of Major Industries
  • 5.2.5 Market Forecast
• 5.3 Global Radio Advertising Market
  • 5.3.1 Current and Historical Trends
  • 5.3.2 Global Radio Advertising Market: Performance by Region
  • 5.3.3 Contribution of Major Industries
  • 5.3.4 Market Forecast
• 5.4 Global Outdoor Advertising Market
  • 5.4.1 Current and Historical Trends
  • 5.4.2 Performance by Region
  • 5.4.3 Performance of Various Segments
  • 5.4.4 Contribution of Major Industries
  • 5.4.5 Market Forecast
• 5.5 Global Internet Advertising Market
  • 5.5.1 Current and Historical Trends
  • 5.5.2 Performance of Various Regions
  • 5.5.3 Search Advertising Market
    • 5.5.3.1 Current and Historical Trends
    • 5.5.3.2 Market Forecast
  • 5.5.4 Display Advertising Market
    • 5.5.4.1 Current and Historical Trends
    • 5.5.4.2 Market Forecast
  • 5.5.5 Classified Advertising Market
    • 5.5.5.1 Current and Historical Trends
    • 5.5.5.2 Market Forecast
  • 5.5.6 Video Advertising Market
    • 5.5.6.1 Current and Historical Trends
    • 5.5.6.2 Market Forecast
  • 5.5.7 Contribution of Major Industries
  • 5.5.8 Most Visited Websites
  • 5.5.9 Market Forecast
• 5.6 Global Mobile Advertising Market
  • 5.6.1 Current and Historical Trends
  • 5.6.2 Performance of Various Regions
  • 5.6.3 Contribution of Major Industries
  • 5.6.4 Market Forecast
• 5.7 Global Cinema Advertising Market
  • 5.7.1 Current and Historical Trends
  • 5.7.2 Performance of Various Regions
  • 5.7.3 Contribution of Major Industries
  • 5.7.4 Market Forecast

6 Global Advertising Market: SWOT Industry Analysis

• 6.1 Overview
• 6.2 Strengths
• 6.3 Weaknesses
• 6.4 Opportunities
• 6.5 Threats

7 Global Advertising Market: Value Chain Analysis

• 7.1 Research
• 7.2 Content Development
• 7.3 Advertising Agency
• 7.4 Advertising Media
• 7.5 Audience

8 Global Advertising Market: Porter's Five Forces Analysis

• 8.1 Overview
• 8.2 Bargaining Power of Buyers
• 8.3 Bargaining Power of Suppliers
• 8.4 Degree of Competition
• 8.5 Threat of New Entrants
• 8.6 Threat of Substitutes

9 Global Advertising Market: Top Players

• 9.1 WPP Group PLC
• 9.2 Omnicom Group Inc.
• 9.3 Publicis Groupe
• 9.4 The Interpublic Group of Companies, Inc.
• 9.5 Dentsu Inc.