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市場調査レポート

世界のオンライン広告市場:検索・ディスプレイ・モバイル・RTB・ソーシャルネットワーキング・ビデオ

World Online Advertising Market - Programmatic - RTB - Search - Display - Mobile - Social Networking - Video: Markets at December 2015 & Forecasts to 2020

発行 IDATE DigiWorld 商品コード 310080
出版日 ページ情報 英文
納期: 即日から翌営業日
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世界のオンライン広告市場:検索・ディスプレイ・モバイル・RTB・ソーシャルネットワーキング・ビデオ World Online Advertising Market - Programmatic - RTB - Search - Display - Mobile - Social Networking - Video: Markets at December 2015 & Forecasts to 2020
出版日: 2016年09月20日 ページ情報: 英文
概要

当レポートでは、世界のオンライン広告市場について調査し、現在のパーソナルデータに関連した主要動向・技術などについて分析し、オンライン広告に関するデータベースを提供しています。

第1章 エグゼクティブサマリー

第2章 調査手法

第3章 広告市場データ

  • 世界のオンライン広告市場規模:地域/国別の分
  • 世界のオンライン広告市場規模:フォーマット別の分析
  • (モバイル) 世界のオンライン広告市場規模
  • (モバイル) 世界のオンライン広告市場規模:地域/国別の分
  • (ソーシャル) 世界のオンライン広告市場規模
  • (OTTビデオ) 世界のOTTビデオ広告市場規模
  • 世界のRTB広告市場規模

第4章 オンライン広告のエコシステム

  • 全体的な広告エコシステム
  • Googleは全体的に優勢だがfacebookがモバイル広告で追いつく
  • モバイル広告へのフォーカス:フォーマット・主要企業別の分析
  • モバイル広告へのフォーカス:固定の延長戦状にあるモバイル広告市場
  • Google
  • Facebook
  • Yahoo!
  • Microsoft
  • フォーカス:Yahoo! と Microsoftの検索広告提携
  • Twitter
  • AmazonとApple
  • オープン/クローズドに関する企業ポジショニングおよびモバイルへのフォーカス

第5章 オンライン広告・パーソナルデータ利用における主要動向

  • 技術動向:RTB
  • 技術動向:リターゲッティング
  • ビジネスモデル動向:広告はデータを収益化する唯一の方法ではない
  • ビジネスモデル動向:新しいデータ利用モデル、通信事業者 (Telco) 別
  • プライバシー動向:VRMはユーザーへユーザー自身のデータの管理をもたらす
  • プライバシー動向:プライバシーのパラドックスと利用
  • プライバシー動向:インターネットをそれほど自由にしない厳しい規制

図表リスト

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目次
Product Code: M16195B

The World Online Advertising market package includes:

  • a database with quantitative data on online advertising, the key market for monetization of personal data, up to 2020 for 15 countries (USA- UK -France -Germany -Italy -Spain -Japan -South Korea -China - Brazil - India - Russia - Turkey - South Africa - Switzerland), 7 zones and world consolidated. Six sub-segments are estimated for each country: search, display, mobile, programmatic, RTB, social networking and video.
  • a status report providing an analysis of key trends and technologies around personal data today (including privacy challenge, retargeting, VRM, regulation, new data measurement techniques, etc.) and also includes an overview of the world leaders and their KPIs (Google - Facebook - Yahoo! - Microsoft - Twitter - Amazon - Apple)

Table of Contents

1. Executive Summary

  • 1.1. Global online ad market to surpass 180 billion EUR by 2020, over a third from mobile
  • 1.2. A growing market largely dominated by Google and/or Facebook
  • 1.3. Programmatic advertising: the shift to automation in ad buying and selling
  • 1.4. Ad blocking on the increase, but not expected to impact “clean” advertising

2. Methodology

  • 2.1. List of indicators by country
  • 2.2. Sources

3. Technology focus: RTB and targeting

  • 3.1. Quick guide to the key technologies within programmatic advertising
  • 3.2. Focus on RTB technology
  • 3.3. RTB advertising market helping to push programmatic (automated) systems
  • 3.4. Re-targeting also an important technology, often combined within programmatic
  • 3.5. Google, Facebook and Twitter all launched new customer targeting tools

4. Social, video, mobile: the winning formula?

  • 4.1. Social ads expected to grow especially in North America
  • 4.2. Facebook and also..... Facebook (Instagram) form the platform for social ads
  • 4.3. Both Facebook and Instagram making strong inroads into advertising
  • 4.4. Global OTT video advertising market expected to grow
  • 4.5. Social video viewing on the increase, thus more opportunities for advertising
  • 4.6. Also worth noting Facebook is the new YouTube
  • 4.7. Mobile expected to be the biggest driver of advertising revenues
  • 4.8. Facebook has almost caught up with Google for mobile ad revenues
  • 4.9. Mobile ad revenue to increase in importance for app store revenues

5. Who are the main players?

  • 5.1. A fragmented, complicated ecosystem, but the familiar names dominate
  • 5.2. Google: King of advertising restructures in search of new revenues
  • 5.3. Facebook: unrivalled success in mobile advertising, boosting revenues
  • 5.4. Yahoo! Going through uncertain times, now to be acquired by Verizon
  • 5.5. Microsoft: will the LinkedIn acquisition change their ad strategy?
  • 5.6. The fading partnership between Yahoo! and Microsoft
  • 5.7. Twitter combining their social aspects with live sports to increase business
  • 5.8. Amazon and Apple; core revenues lie elsewhere, not in advertising
  • 5.9. Some OTT services are more reliant on personal data than others

6. How much of an impact will it have?

  • 6.1. In response to ad blocks, more websites are responding to recoup revenues
  • 6.2. Users are prepared to accept ads as long as they are not annoying

Report's figures

1. Executive Summary

  • Figure 1: Online advertising revenues worldwide and format breakdown, 2010-2020
  • Figure 2: Mobile advertising revenues worldwide and as a share of online adverting revenues
  • Figure 3: Global programmatic advertising revenues and their share of display advertising revenues, 2014-2020
  • Figure 4: Evolution of mobile ad block users
  • Figure 5: User survey on how they feel towards ad blocking

3. Technology focus

  • Figure 6: RTB provides real time bidding benefits within an ad exchange
  • Figure 7: The RTB technology process
  • Figure 8: Global RTB advertising revenues and their share of display advertising revenues, 2010-2020
  • Figure 9: Global RTB advertising revenues by region, 2010-2020
  • Figure 10: The retargeting technology process

4. Social, video, mobile

  • Figure 11: Global social networking advertising revenues and their share of total online advertising revenues, 2010-2020
  • Figure 12: Global social networking advertising revenues, by region, 2010-2020
  • Figure 13: Average monthly hours spent on social mobile apps
  • Figure 14: World map of social networks, and also of those in second place
  • Figure 15: Google and Facebook referral traffic
  • Figure 16: Instagram impressions through Brand Networks Platforms, 2015
  • Figure 17: Global OTT video advertising revenues and their share of total online advertising revenues, 2010-2020
  • Figure 18: Global OTT video advertising revenues by region, 2010-2020
  • Figure 19: Number of video posts by brands
  • Figure 20: Mobile advertising revenues worldwide and as a share of online advertising revenues, 2010-2020
  • Figure 21: Global mobile advertising revenues, by region, 2010-2020
  • Figure 22: Player shares of online advertising revenue, 2015
  • Figure 23: Player shares of mobile advertising revenue, 2015
  • Figure 24: Worldwide Mobile App Store Revenue format breakdown, 2010-2020

5. Who are the main players?

  • Figure 25: The online display advertising ecosystem
  • Figure 26: Google total and ads revenue breakdown, 2009-2015
  • Figure 27: Facebook total and ads revenue breakdown, 2009-2015
  • Figure 28: Share of advertising revenue between fixed and mobile, 2012-2015
  • Figure 29: Evolution of Yahoo! advertising revenues, 2009-2015
  • Figure 30: Evolution of Microsoft advertising revenues, 2009-2015
  • Figure 31: Evolution of Twitter advertising revenues, 2011-2015

Database trackers

Access

Fixed

  • Internet subscribers (millions)
  • Annual growth rate
  • Internet density

Mobile

  • Mobile subscribers (millions)
  • Annual growth rate
  • Mobile density

    Internet usages

Fixed

  • Fixed Internet users (millions)
  • Annual growth rate
  • Fixed Internet penetration

Mobile

  • Mobile Internet users (millions)
  • Annual growth rate
  • Mobile Internet penetration (% among mobile subscribers)

Advertising revenues

Online & total media advertising revenues

  • Online advertising revenues (million EUR)
    • Annual growth rate
  • Online advertising revenues by advertising format
    • Display revenues (million EUR)
      • o/w Programmatic
      • o/w RTB
    • Search marketing and assimilated revenues (million EUR)
    • Other online advertising revenues (million EUR)
  • Total online advertising revenues (% share of format)
    • % Display
    • % Search marketing and assimilated
    • % Other

Advertising revenues breakdown (included in above online revenues)

  • Mobile advertising revenues (million EUR)
    • Annual growth rate (%)
    • Share of mobile advertising revenues over online ad revenues
  • Social networking advertising revenues (million EUR)
    • Annual growth rate (%)
  • OTT video advertising revenues (million EUR)
    • Annual growth rate (%)

Database geographical coverage

Zones

  • World
  • EU 5
  • EU28
  • Asia Pacific
  • North America
  • Latin America
  • Middle East-Africa

Countries

  • Brazil
  • China
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Russia
  • South Africa
  • South Korea
  • Spain
  • Switzerland
  • Turkey
  • UK
  • USA
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