市場調査レポート

デジタル広告の世界市場:市場機会と将来予測

Digital Advertising: Market Opportunities and Forecast 2013-2018

発行 Mind Commerce 商品コード 292585
出版日 ページ情報 英文 61 Pages
納期: 即日から翌営業日
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デジタル広告の世界市場:市場機会と将来予測 Digital Advertising: Market Opportunities and Forecast 2013-2018
出版日: 2013年12月30日 ページ情報: 英文 61 Pages
概要

デジタル広告手法は、近年、従来のメディアや広告に大きな影響を与えてきました。技術の進歩とハンドヘルドデバイスの使用、ソーシャルメディア、オンラインニュースなどに対する消費者の嗜好から、マーケティング担当者はデジタルメディアプラットフォームを選択するようになっています。

当レポートでは、デジタル広告手法、主要な問題、課題、および広告業界のプレーヤーにとっての機会を評価すると共に、サポートシステムや手順だけでなく、既存および新しい表示および ユーザーインターフェースの方法について分析しております。さらに様々なモダリティにおけるデジタル広告の市場促進要因の評価と予測もお伝えしつつ、概略下記内容でお届け致します。

第1章 エグゼクティブサマリー

第2章 はじめに

  • デジタルメディア対従来メディアの概要
  • 従来メディアに対するデジタルメディアの現状
  • 主な広告再配置の動向
  • デジタル広告のエコシステム
  • デジタル広告のバリューチェーン

第3章 デジタル広告手法

  • オンライン広告
  • モバイルディスプレイ方法
  • モバイル検索方法

第4章 デジタル広告市場

  • 世界のデジタル広告市場価値
  • デジタル広告における検索エンジンの収益
  • フォーマット別市場占有率
  • 世界のデジタル広告予算の内訳、2013年
  • コマースサイクルへの直接対応とマーケティング

第5章 デジタル広告の将来

  • ワイヤレス機器
  • デジタル入札
  • デジタル意思の支配
  • 多様化する広告フォーマット
  • 企業間(B2B)の機会

第6章 デジタル広告におけるリアルタイム入札(RTB)

  • リアルタイム入札エコシステムの分析
  • RTB(リアルタイム入札)市場
  • モバイルディスプレイにおけるRTBの見通し
  • RTB業界の動向

第7章 ウェアラブル技術を使ったデジタル広告

第8章 デジタル広告における拡張現実

  • 拡張現実に対する成長促進要因の分析
  • AR(拡張現実)ソリューション装置市場展開の課題:市場の見通し
  • 拡張現実の予測

第9章 デジタル広告におけるビッグデータ

  • デジタル広告業界におけるビッグデータのエコシステム
  • DMP(データ管理プラットフォーム)とデータサイエンシスト
  • ビッグデータでデジタル広告視聴者を狙う

第10章 結論

目次

Digital advertising methods have made a substantial impact on traditional media and advertising in recent years. Advancement of technologies and consumer preferences, such as handheld device usage, social media, and online news, is driving marketers to choose digital media platforms. This is causing a huge dislocation for traditional media, which is particularly hard hitting to print and TV based advertising.

Digital is cost effective and facilitates quick responsive, a combination that equates to diminishing market share for traditional advertising. Emerging methods such as wearable technologies (augmented reality in particular) represent a completely new channel that will supplement existing wireless modalities such as smartphones and tablets.

This research evaluates digital advertising methods, key issues, challenges, and opportunities for players in the ecosystem. The report includes analysis of existing and emerging display/UI methods as well as supporting systems and procedures. The report also includes market driver evaluation and forecasts for digital advertising in various modalities.

Target Audience:

  • Web portal companies
  • Advertisement agencies
  • Digital content providers
  • Internet media companies
  • Mobile network operators
  • Digital advertising companies
  • Mobile commerce companies
  • Mobile advertising companies
  • Wireless device manufacturers
  • Brand management companies

Report Benefits:

  • Digital advertising forecasts
  • Understand digital advertising strategies
  • Learn about the impact of Real-time Bidding (RTB)
  • Learn about direct response and commerce decision cycle
  • Identify trends and opportunities in various digital ad methods
  • Understand emerging digital advertising methods such as direct response
  • Understand the future of next generation methods such as Augmented Reality
  • Identify the role of Big Data in digital advertising and how it will affect the future of advertising

Table of Contents

1.0 EXECUTIVE SUMMARY 5

2.0 INTRODUCTION 6

  • 2.1 OVERVIEW OF DIGITAL MEDIA VS. TRADITIONAL MEDIA 6
  • 2.2 CURRENT STATUS OF DIGITAL MEDIA OVER TRADITIONAL MEDIA 7
    • 2.2.1 TRANSFORMATION OF ONLINE ADVERTISING 7
    • 2.2.2 DECLINING TREND OF TRADITIONAL ADVERTISING 8
    • 2.2.3 DIGITAL MARKET SHARE OVER TRADITIONAL ADVERTISING 9
  • 2.3 MAJOR ADVERTISEMENT RELOCATION TRENDS 9
    • 2.3.1 RELOCATION OF BUDGET FROM TV TO ONLINE 9
    • 2.3.2 DIGITAL ADVERTISEMENT OVER TV COMMERCIAL 10
    • 2.3.3 BRAND EFFECTIVENESS ANALYSIS OF DIGITAL ADVERTISEMENT OVER TV 11
  • 2.4 THE DIGITAL ADVERTISEMENT ECOSYSTEM 12
  • 2.5 DIGITAL ADVERTISING VALUE CHAIN 14

3.0 DIGITAL ADVERTISING METHODS 15

  • 3.1 ONLINE ADVERTISING 15
  • 3.2 MOBILE DISPLAY METHODS 16
  • 3.3 MOBILE SEARCH METHOD 17

4.0 DIGITAL ADVERTISING MARKET 2013-2018 18

  • 4.1 GLOBAL DIGITAL ADVERTISEMENT MARKET VALUE 18
    • 4.1.1 GLOBAL TRENDS IN DIGITAL ADVERTISING 2013-2018 18
    • 4.1.2 DIGITAL ADVERTISEMENT GROWTH GLOBALLY 2013-2018 19
    • 4.1.3 DIGITAL ADVERTISEMENT REVENUE BY REGION 2013-2018 19
    • 4.1.4 GLOBAL DIGITAL ADVERTISING REVENUE 2013-2018 20
  • 4.2 SEARCH ENGINE REVENUE IN DIGITAL ADVERTISING 2013-2018 21
  • 4.3 MARKET SHARE BY FORMAT 21
  • 4.4 GLOBAL DIGITAL ADVERTISING BUDGET BREAKDOWN 2013 22
  • 4.5 DIRECT RESPONSE AND THE MARKETING TO COMMERCE CYCLE 23
    • 4.5.1 MOBILE DIRECT RESPONSE 26
    • 4.5.2 KEY MOBILE DIRECT RESPONSE METHODS 27

5.0 FUTURE OF DIGITAL ADVERTISING 33

  • 5.1 WIRELESS DEVICES 33
  • 5.2 DIGITAL BIDDING 33
  • 5.3 DIGITAL WILL DOMINATION 34
  • 5.4 DIVERSIFIED AD FORMATS 35
  • 5.5 OPPORTUNITIES BUSINESS-TO-BUSINESS (B2B) 35

6.0 REAL-TIME BIDDING (RTB) IN DIGITAL ADVERTISEMENT 37

  • 6.1 REAL TIME BIDDING ECOSYSTEM ANALYSIS 37
  • 6.2 RTB MARKET 2013-2018 38
    • 6.2.1 RTB GLOBAL MARKET VALUE 2013-2018 38
    • 6.2.2 AUCTION VOLUME BY MOBILE OS 2013 39
  • 6.3 RTB IN MOBILE DISPLAY PROSPECTS 2013-2018 39
  • 6.4 RTB INDUSTRY TRENDS 40
    • 6.4.1 USA AUTOMOBILE INDUSTRY CASE 40
    • 6.4.2 RTB TO SHARE DISPLAY MARKET 42
    • 6.4.3 REAL-TIME BIDDING TO TAKE EVER-BIGGER SLICE OF DISPLAY PIE 43

7.0 DIGITAL ADVERTISING WITH WEARABLE TECHNOLOGIES 45

8.0 AUGMENTED REALITY IN DIGITAL ADVERTISING 46

  • 8.1 GROWTH DRIVER ANALYSIS FOR AUGMENTED REALITY 47
    • 8.1.1 IMPROVEMENT IN USER EXPERIENCE 47
    • 8.1.2 INCREASING DEMAND FOR SMARTPHONES AND TABLET PCS 47
    • 8.1.3 DIVERSIFICATION INTO NEW APPLICATIONS 47
  • 8.2 AR SOLUTION DEVICES MARKET DEPLOYMENT CHALLENGES: A MARKET OUTLOOK 48
    • 8.2.1 BANDWIDTH CONSTRAINTS 48
    • 8.2.2 PROBLEM WITH LBS INSIDE A BUILDING 48
  • 8.3 AUGMENTED REALITY FORECASTS 48
    • 8.3.1 NORTH AMERICA 51
    • 8.3.2 ASIA PACIFIC 51
    • 8.3.3 EUROPE 52
    • 8.3.4 MIDDLE EAST & AFRICA 53
    • 8.3.5 LATIN & CENTRAL AMERICA 54
    • 8.3.6 AR IN TOURISM: A KEY AR MARKET AND AN KEY ADVERTISING SEGMENT 55

9.0 BIG DATA IN DIGITAL ADVERTISING 57

  • 9.1 BIG DATA ECOSYSTEM IN DIGITAL ADVERTISING INDUSTRY 57
    • 9.1.1 BIG DATA TECHNOLOGIES: 57
    • 9.1.2 ECONOMICS: 58
    • 9.1.3 BUSINESS INSIGHTS: 58
  • 9.2 DMP (DATA MANAGEMENT PLATFORMS) AND DATA SCIENTISTS 58
  • 9.3 TARGETING AUDIENCE IN DIGITAL ADVERTISEMENT BY BIG DATA 59

10.0 CONCLUSIONS 60

List of Figures

  • Figure 1: Traditional Advertisement vs. Digital Advertisement 2013-2018 6
  • Figure 2: Growth of Online Advertisement 2013-2018 7
  • Figure 3: Traditional Advertisement in Decline 2013-2018 8
  • Figure 4: Reasons behind Choosing Digital Media over Traditional Media 9
  • Figure 5: Digital Multiplier Effect 10
  • Figure 6: Consumers Preferences - TV commercial vs. Video Advertisements 11
  • Figure 7: Brand Effectiveness Metrics TV vs. Video Ad (Full Episode Online) 12
  • Figure 8: Digital Advertisement Ecosystem 13
  • Figure 9: Digital Advertising Value Chain and Activities 14
  • Figure 10: Forms of Online Advertising 15
  • Figure 11: Online Advertising Global Share 2013-2018 16
  • Figure 12: Mobile Display Advertisement Method 16
  • Figure 13: Mobile Search Method in Digital Advertisement 17
  • Figure 14: Digital Advertising Trends 2013-2018 18
  • Figure 15: Digital Advertising Revenue ($M USD) 2013-2018 21
  • Figure 16: Digital Ad Revenue Share by Region and Format 2013 22
  • Figure 17: Global Digital Advertising Budget Breakdown 2013 23
  • Figure 18: Tablet vs. Smartphone Market Share 2013-2018 33
  • Figure 19: Digital Advertising in 2018 34
  • Figure 20: A Diversified Digital Advertising Format Future 35
  • Figure 21: Content Marketing Channel used by B2B Marketers 36
  • Figure 22: Real Time Bidding Ecosystem 37
  • Figure 23: Global Market Value of RTB 2013-2018 38
  • Figure 24: Auction Volume by mobile OS 2013 39
  • Figure 25: RTB in Digital Advertising 2013-2018 40
  • Figure 26: Growth in Digital Automotive Industry 2013-2018 41
  • Figure 27: Smartphone Visitors in US Automotive Industry 2013-2018 42
  • Figure 28: RTB Tracker 43
  • Figure 29: Growth of Real Time Bidding Advertisements 2013-2018 44
  • Figure 30: Digital Advertisement through Wearable Technologies 45
  • Figure 31 AR Market Share (%) by Region: 2013 49
  • Figure 32: Augmented Reality users by Category 2018 Projections 50
  • Figure 33 Global Augmented Reality Devices Market Revenues 2011 - 2017 51
  • Figure 34 AR in Tourism Market in North America 51
  • Figure 35 AR in Tourism in Asia Pacific 52
  • Figure 36 AR in Tourism in Europe 53
  • Figure 37 AR in Tourism in ME and Africa 54
  • Figure 38 AR in Tourism in Latin and Central America 55
  • Figure 39 Augmented Reality in Tourism 56
  • Figure 40: Big Data Ecosystem in Digital Advertisement 57

List of Tables

  • Table 1: Global Digital Advertising Growth 2013-2018 19
  • Table 2: Digital Advertisement Revenue by Region 2013-2018 19
  • Table 3: Top Digital Search Engine Revenue 2013-2018 21
  • Table 4 Augmented Reality in Tourism revenues 2013-2018 56
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