オンライン広告市場レポート：タイプ別、地域別、2024-2032

世界のオンライン広告市場規模は、2023年に2,327億米ドルに達しました。今後、IMARC Groupは、2024年から2032年にかけての成長率（CAGR）は9.5％を示し、2032年には5,382億米ドルに達すると予測しています。エレクトロニクス分野での急速な技術進歩、化学産業での化合物利用の増加、再生可能エネルギーへの注目の高まり、航空宇宙・医療分野での化学物質需要の高まりなどが、市場を後押しする主な要因となっています。

オンライン広告は、商品、サービス、ブランド・メッセージをターゲット層に広めるためにデジタル・プラットフォームを利用します。これには、検索エンジンマーケティング（SEM）、ディスプレイ広告、ソーシャルメディア広告、電子メールマーケティングが含まれます。オンライン広告は、小売、ヘルスケア、教育、金融サービスなどの分野で広く活用されています。従来の広告チャネルに比べ、比較的低コストで世界中のオーディエンスにリーチできるのが特徴です。また、優れたターゲティング機能を備えているため、広告主は特定の人口統計、地域、消費者行動に合わせたメッセージを発信することができます。さらに、オンライン広告は拡張性が高く、パフォーマンス・データに基づいてキャンペーンをリアルタイムで調整できます。

インターネットが世界中に普及し、利用されるようになったことで、オンライン広告のリーチが拡大し、企業はより多くの多様な視聴者をターゲットにすることが容易になり、市場の成長に明るい見通しが生まれています。このほか、スマートフォンの普及が進み、消費者が頻繁に使用するデバイスにモバイルフレンドリーな広告が届くようになったことも、市場成長に寄与する主な要因の1つとなっています。加えて、人工知能（AI）、機械学習（ML）、ビッグデータ分析などの急速な技術進歩やイノベーションが、広告キャンペーンのより効果的なターゲティング、カスタマイズ、測定を可能にし、市場成長を後押ししています。さらに、顧客獲得のための強固なオンライン広告戦略を必要とするeコマース・プラットフォームの急速な拡大も、市場の成長を後押ししています。これとともに、リアルタイムの分析を通じて即時のフィードバックを提供し、企業がマーケティング戦略を迅速に適応させることを可能にするオンラインマーケティングの活用が拡大していることも、市場成長に弾みをつけています。これに加えて、オンライン広告に新たなチャネルを提供するソーシャルメディア・プラットフォームの拡大が、視聴者を効果的に惹きつける多様なフォーマットを提供し、市場の成長を促進すると予測されています。これとは別に、急速なデジタルトランスフォーメーションにより、オンラインプラットフォームに対する消費者の嗜好が変化し、デジタル広告がより効果的にターゲットオーディエンスにリーチできるようになり、市場に有利な成長機会を提供しています。

オンライン広告市場の動向と促進要因：

インターネットの普及拡大

オンライン広告の広範なリーチは、広告主が従来の広告チャネルよりもはるかに大きく、より多様な聴衆をターゲットにすることができ、市場成長の主な要因の一つです。さらに、インターネット普及率の上昇とインターネット利用の急速な増加は、広告主が以前にアクセスできない人口層に到達するための新たな道を開き、市場の成長に推進力を提供しています。さらに、ブロードバンド速度の向上と、よりスムーズなユーザー体験を促進するインフラの改善により、オンライン広告がより効果的かつ魅力的なものとなり、市場成長にかなりの弾みをつけています。これとともに、ソーシャルメディアからニュースサイトまで、さまざまなオンラインプラットフォームの開拓につながるインターネットの普及は、それぞれがユニークな広告機会を提供するため、広告主が広告をきめ細かくコントロールできるようになり、市場成長にプラスの影響を与えています。

携帯電話の利用拡大

モバイル利用の急増につながるスマートフォンの普及は、市場成長を促進する主な要因の一つです。スマートフォンは常時接続可能なパーソナル・デバイスであり、広告主にとって消費者へのダイレクト・チャネルとなります。これに伴い、アプリ内広告、モバイル検索広告、ショートメッセージサービス（SMS）マーケティングなど、モバイル広告フォーマットの利用が増加しており、市場成長に弾みをつけています。さらに、携帯電話におけるセンサーやGPS（全地球測位システム）などの位置情報広告を可能にする機能の利用が拡大しており、これまでにないターゲティング機能が市場の成長を促進すると予測されています。これとは別に、広告主がモバイルデバイス上のユーザー行動を活用し、即座の意思決定とコンバージョンを促進するためのアプリケーションの普及は、市場に有利な成長機会を提供しています。

急速な技術進歩

広告キャンペーンの計画、実行、分析に人工知能（AI）や機械学習（ML）を取り入れることで、市場の成長に明るい見通しが生まれています。これらの技術は高度に洗練されたターゲティングを可能にし、広告主は特定の行動、嗜好、将来の行動予測に基づいて消費者にリーチすることができます。これに伴い、強化されたAIアルゴリズムは膨大な量のデータを分析し、消費者の動向を特定したり、広告配置をリアルタイムで自動最適化したりすることで、可能な限り高い投資収益率を確保します。さらに、ビッグデータ分析の活用が進むことで、これまでは収集が不可能であった、あるいは非常に手間のかかる消費者行動や市場動向に関する洞察が得られるようになり、市場成長の原動力になると予想されます。このような技術的進歩は、広告主にキャンペーンにおける比類のないコントロールと効果を提供するため、市場に有益な成長機会をもたらしています。

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 イントロダクション

• 概要
• エグゼクティブサマリー
• 主要業界動向

第4章 世界の広告市場

• 現在と過去の市場動向
• 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 世界のオンライン広告市場

• 市場概要
• 現在と過去の市場動向
• COVID-19の影響
• 市場内訳：タイプ別
• 各地域の実績
  • 北米
    • 現在の市場動向と過去の市場動向
    • 市場予測
  • アジア太平洋
    • 現在の市場動向と過去の市場動向
    • 市場予測
  • 西欧
    • 現在と過去の市場動向
    • 市場予測
  • 東欧
    • 現在と過去の市場動向
    • 市場予測
  • ラテンアメリカ
    • 現在と過去の市場動向
    • 市場予測
  • 中東とアフリカ
    • 現在と過去の市場動向
    • 市場予測
• 市場実績：タイプ別
  • 検索広告市場
    • 現在と過去の市場動向
    • 市場予測
  • ディスプレイ広告市場
    • 現在と過去の市場動向
    • 市場予測
  • クラシファイド広告市場
    • 現在と過去の市場動向
    • 市場予測
  • 動画広告市場
    • 現在と過去の市場動向
    • 市場予測
  • その他（リードジェネレーション、リッチメディアなど）
    • 現在の市場動向と過去の市場動向
    • 市場予測
• 市場内訳：産業別
• インターネットで最も訪問者の多いウェブサイト
• 市場予測
• オンライン広告の価格モデル
• SWOT分析
  • 概要
  • 強み
  • 弱み
  • 機会
  • 脅威
• バリューチェーン分析
  • 調査
  • コンテンツ開発
  • 広告代理店
  • オンライン広告メディア
  • オーディエンス
• ポーターのファイブフォース分析
  • 供給企業の交渉力
  • 買い手の交渉力
  • 代替品の脅威
  • 競争企業間の敵対関係
  • 新規参入業者の脅威
• 主要課題

第6章 世界のオンライン広告市場：競合情勢

• 市場構造
• 主要企業のプロファイル

List of Figures

• Figure 1: Global: Online 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$), 2024-2032
• Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
• Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
• Figure 10: Global: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 11: Global: Online Advertising Market: Breakup by Segment (in %), 2023
• Figure 12: Global: Online Advertising Market: Sales Value Breakup by Type (in %), 2023 and 2032
• Figure 13: Global: Online Advertising Market: Regional Breakup by Value (in Billion US$), 2023 and 2032
• Figure 14: Global: Online Advertising Market: Regional Breakup (in %), 2023 and 2032
• Figure 15: North America: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 16: North America: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 17: Asia Pacific: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 18: Asia Pacific: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 19: Western Europe: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 20: Western Europe: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 21: Eastern Europe: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 22: Eastern Europe: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 23: Latin America: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 24: Latin America: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 25: Middle East and Africa: Online Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 26: Middle East and Africa: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 27: Global: Search Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 28: Global: Search Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 29: Global: Display Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 30: Global: Display Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 31: Global: Classified Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 32: Global: Classified Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 33: Global: Video Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 34: Global: Video Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 35: Global: Other Online (Lead Generation, Rich Media, etc.) Advertising Markets: Sales Value (in Billion US$), 2018-2023
• Figure 36: Global: Other Online (Lead Generation, Rich Media, etc.) Advertising Markets Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 37: Global: Online Advertising Market: Breakup by Industry (in %), 2023
• Figure 38: Global: Online Advertising Market: Most Visited Websites
• Figure 39: Global: Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 40: Global: Online Advertising Industry: SWOT Analysis
• Figure 41: Global: Online Advertising Industry: Value Chain Analysis
• Figure 42: Global: Online Advertising Industry: Porter's Five Forces Analysis

List of Tables

• Table 1: Global: Advertising Market: Key Industry Highlights, 2023 and 2032
• Table 2: Global: Advertising Market: Performance of Various Segments (in Billion US$), 2018-2023
• Table 3: Global: Advertising Market Forecast: Performance of Various Segments (in Billion US$), 2024-2032
• Table 4: Global: Online Advertising Market: Key Industry Highlights, 2023 and 2032
• Table 5: Global: Online Advertising Market Forecast: Breakup by Region (in Billion US$), 2024-2032
• Table 6: Global: Online Advertising Market Forecast: Breakup by Type (in Billion US$), 2024-2032

The global online advertising market size reached US$ 232.7 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 538.2 Billion by 2032, exhibiting a growth rate (CAGR) of 9.5% during 2024-2032. The rapid technological advancements in the electronics sector, growing compound utilization in the chemical industry, increasing focus on renewable energy, and the rising chemical demand in aerospace and medical sector are some of the major factors propelling the market.

Online advertising uses digital platforms to promote goods, services, or brand messages to a target audience. It includes search engine marketing (SEM), display ads, social media advertising, and email marketing. Online advertising is widely utilized across sectors like retail, healthcare, education, and financial services. It has the ability to reach a global audience at a relatively lower cost compared to traditional advertising channels. It also offers superior targeting capabilities, allowing advertisers to tailor messages to specific demographics, geographies, and consumer behaviors. Moreover, online advertising is highly scalable, allowing real-time campaigns to be adjusted based on performance data.

The widespread availability and utilization of the internet across the globe, expanding the reach of online advertising and making it easier for companies to target a larger and more diverse audience, is creating a positive outlook for the market growth. Besides this, the increasing adoption of smartphones, leading to more mobile-friendly ads reaching consumers on devices they use frequently, is one of the major factors contributing to the market growth. Additionally, rapid technological advancements and innovations such as artificial intelligence (AI), machine learning (ML), and big data analytics, enabling more effective targeting, customization, and measurement of ad campaigns, are providing a thrust to the market growth. Moreover, the rapid expansion of e-commerce platforms requiring robust online advertising strategies to attract customers is also fueling the market growth. Along with this, the growing utilization of online marketing as it provides immediate feedback through real-time analytics, enabling businesses to adapt their marketing strategies swiftly, is providing an impetus to the market growth. In addition to this, the growing social media platforms that provide additional channels for online advertising, offering varied formats to engage audiences effectively, are anticipated to drive the market growth. Apart from this, the changing consumer preference towards online platforms due to the rapid digital transformation, making digital ads more effective in reaching the target audience, is offering lucrative growth opportunities for the market.

Online Advertising Market Trends/Drivers:

Growing internet penetration

The extensive reach of online advertising, allowing advertisers to target a much larger and more diverse audience than traditional advertising channels, is one of the major factors contributing to the market growth. Furthermore, the increasing internet penetration and the rapid rise in internet usage, opening new avenues for advertisers to reach previously inaccessible demographics, is providing a thrust to the market growth. Additionally, the growing broadband speed and improved infrastructure that facilitate a smoother user experience, making online advertising more effective and engaging, is providing a considerable boost to the market growth. Along with this, the widespread internet penetration leading to the development of various online platforms, from social media to news websites, each offering unique advertising opportunities, thus providing advertisers with a granular level of control over their ads, is positively impacting the market growth.

Growing utilization of mobile phones

The widespread adoption of smartphones leading to a surge in mobile usage is one of the major factors driving the market growth. Smartphones are personal, always-on devices, providing advertisers with a direct channel to consumers. In line with this, the increasing utilization of mobile advertising formats, such as in-app ads, mobile search ads, and short message service (SMS) marketing, are providing an impetus to the market growth. Moreover, the growing utilization of sensors and features like global positioning systems (GPS) in mobile phones that allow for location-based advertising, delivering unprecedented targeting capabilities, is anticipated to drive the market growth. Apart from this, the widespread application of user behavior on mobile devices by advertisers to leverage and drive instant decisions and conversions is offering lucrative growth opportunities for the market.

Rapid technological advancements

The incorporation of artificial intelligence (AI) and machine learning (ML) to plan, execute, and analyze advertising campaigns is creating a positive outlook for the market growth. These technologies enable highly sophisticated targeting, allowing advertisers to reach consumers based on specific behaviors, preferences, and predicted future actions. In line with this, the enhanced AI algorithms analyze massive amounts of data to identify consumer trends or to auto-optimize ad placements in real time, ensuring the highest possible return on investment. Moreover, the increasing utilization of big data analytics, which provide insights into consumer behavior and market trends that were previously impossible or extremely labor-intensive to gather, is anticipated to drive the market growth. These technological advancements offer advertisers unparalleled control and effectiveness in their campaigns, thus providing remunerative growth opportunities for the market.

Online advertising Industry Segmentation:

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

Breakup by Type:

Search

Display

Classified

Video

Others (lead generation, rich media, etc.)

Search dominates the market

The report has provided a detailed breakup and analysis of the market based on the type. This includes search, display, classified, video and others (lead generation, rich media, etc.). According to the report, search represented the largest segment.

Search advertising dominates the market share as it primarily involves the placement of ads on search engine results pages (SERPs). These ads are typically text-based and appear when users search for particular keywords. Moreover, the alignment of online advertising with user intent as individuals seek specific information, products, or services tailored to their interests is supporting the market growth. Ads displayed in search results are thus more likely to be relevant to the user's immediate needs, increasing the likelihood of engagement and conversion. Furthermore, search advertising platforms, such as Google ads, offer advertisers a high level of control and flexibility as they can select the keywords they wish to target, set budgets, and even specify the times of day or geographical locations where their ads will appear, enabling a highly focused advertising strategy tailored to specific business objectives. Along with this, search advertising provides extensive analytics and real-time data, allowing businesses to measure the effectiveness of their campaigns accurately. Metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS) can be closely monitored, enabling data-driven decisions and ongoing optimization.

Breakup by Region:

North America

Asia Pacific

Western Europe

Eastern Europe

Middle East and Africa

Latin America

Asia Pacific exhibits a clear dominance, accounting for the largest online advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Western Europe, Eastern Europe, Middle East and Africa and Latin America. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific is dominating the global online advertising market, as the region has an enormous and growing population, offering an expansive and diverse audience for advertisers, creating a positive outlook for the market growth. Moreover, the rapid economic development across many Asia Pacific countries, leading to increasing disposable incomes and consumer spending as businesses invest more in online advertising platforms, is also supporting the market growth. Besides this, the increasing mobile phone adoption in the region, especially smartphones, making mobile advertising one of the most effective online advertising channels, is providing a thrust to the market growth. Furthermore, the Asia Pacific market is unique in its cultural and linguistic diversity, requiring more localized and tailored advertising strategies. It creates a complex but rewarding advertising ecosystem, further consolidating the region's market dominance.

Competitive Landscape:

The leading companies in the online advertising market increasingly use data analytics to understand consumer behavior, market trends, and campaign effectiveness, allowing for more precise targeting, personalization, and measurement of advertising efforts. Additionally, companies are adopting multichannel advertising strategies, ensuring that their campaigns are consistent and coordinated across various mediums, including search engines, social media, and mobile apps. Besides this, the key players are utilizing automated or programmatic advertising owing to its efficiency and cost-effectiveness. It allows companies to automate the buying and placement of ads, using real-time data to decide which ads to buy and how much to pay for them. In addition to this, many online advertising companies are integrating their ad campaigns with content marketing efforts, recognizing that valuable, relevant content can enhance ad performance by improving engagement and trust. Along with this, some companies are continually exploring innovative advertising formats, strategies, and technologies, such as augmented reality, virtual reality, and blockchain for ad verification. Furthermore, major companies are incorporating AI and ML technologies to automate complex processes, improve targeting, and predict consumer behavior, thus making campaigns more effective and efficient.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Recent Developments:

In August 2023, Twitter announced its rebranding into X in a move to create an everything app with unlimited interactivity. It will encompass social updates plus payments, banking, and more.

In August 2023, Microsoft Corporation announced Performance Max (PMAX), a new campaign type that perfects creative and targeting combinations through automation. This is now in open beta for all advertisers across the globe.

In February 2023, (AOL) Yahoo Inc. partnered with Toyota Crown to create an immersive and innovative digital experience. They developed a multi-level campaign strategy to inform, engage, and excite consumers about the new premium sedan using augmented reality (AR).

Key Questions Answered in This Report

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

• 3.1 Overview
• 3.2 Executive Summary
• 3.3 Key Industry Trends

4 Global Advertising Market

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

5 Global Online Advertising Market

• 5.1 Market Overview
• 5.2 Current and Historical Market Trends
• 5.3 Impact of COVID-19
• 5.4 Market Breakup by Type
• 5.5 Performance of Various Regions
  • 5.5.1 North America
    • 5.5.1.1 Current and Historical Market Trends
    • 5.5.1.2 Market Forecast
  • 5.5.2 Asia Pacific
    • 5.5.2.1 Current and Historical Market Trends
    • 5.5.2.2 Market Forecast
  • 5.5.3 Western Europe
    • 5.5.3.1 Current and Historical Market Trends
    • 5.5.3.2 Market Forecast
  • 5.5.4 Eastern Europe
    • 5.5.4.1 Current and Historical Market Trends
    • 5.5.4.2 Market Forecast
  • 5.5.5 Latin America
    • 5.5.5.1 Current and Historical Market Trends
    • 5.5.5.2 Market Forecast
  • 5.5.6 Middle East and Africa
    • 5.5.6.1 Current and Historical Market Trends
    • 5.5.6.2 Market Forecast
• 5.6 Market Performance by Type
  • 5.6.1 Search Advertising Market
    • 5.6.1.1 Current and Historical Market Trends
    • 5.6.1.2 Market Forecast
  • 5.6.2 Display Advertising Market
    • 5.6.2.1 Current and Historical Market Trends
    • 5.6.2.2 Market Forecast
  • 5.6.3 Classified Advertising Market
    • 5.6.3.1 Current and Historical Market Trends
    • 5.6.3.2 Market Forecast
  • 5.6.4 Video Advertising Market
    • 5.6.4.1 Current and Historical Market Trends
    • 5.6.4.2 Market Forecast
  • 5.6.5 Others (Lead Generation, Rich Media, etc.)
    • 5.6.5.1 Current and Historical Market Trends
    • 5.6.5.2 Market Forecast
• 5.7 Market Breakup by Industry
• 5.8 Most Visited Websites on the Internet
• 5.9 Market Forecast
• 5.10 Online Advertising Pricing Models
• 5.11 SWOT Analysis
  • 5.11.1 Overview
  • 5.11.2 Strengths
  • 5.11.3 Weaknesses
  • 5.11.4 Opportunities
  • 5.11.5 Threats
• 5.12 Value Chain Analysis
  • 5.12.1 Research
  • 5.12.2 Content Development
  • 5.12.3 Advertising Agencies
  • 5.12.4 Online Advertising Media
  • 5.12.5 Audience
• 5.13 Porters Five Forces Analysis
  • 5.13.1 Bargaining Power of Suppliers
  • 5.13.2 Bargaining Power of Buyers
  • 5.13.3 Threat of Substitutes
  • 5.13.4 Competitive Rivalry
  • 5.13.5 Threat of New Entrants
• 5.14 Key Challenges

6 Global Online Advertising Market: Competitive Landscape

• 6.1 Market Structure
• 6.2 Profiles of Leading Players