インターネット広告市場規模、シェア、成長分析：広告フォーマット別、プラットフォーム別、価格設定モデル別、最終用途産業別、地域別 - 産業予測 2025～2032年

インターネット広告の世界市場規模は、2023年に2,450億8,000万米ドルとなり、予測期間（2025年～2032年）のCAGRは10.4%で、2024年の2,705億7,000万米ドルから2032年には5,970億8,000万米ドルに成長する見通しです。

世界のインターネット広告市場は、ディスプレイ、検索エンジンマーケティング、ソーシャルメディア、動画、ネイティブアドなど、多様な広告フォーマットによって活況を呈しています。この多様性により、広告主はキャンペーンを効果的に調整し、ターゲットオーディエンスの関心を引くことができます。この業界の成長は、パフォーマンスの最適化に不可欠なデータと高度なアナリティクスが利用可能になったことが大きな要因となっています。インターネット広告は、数百万人のユーザーへの膨大なリーチを可能にする一方で、予算が限られている企業でも利用しやすい、費用対効果の高い戦略として際立っています。グーグル広告のROIが200%であったように、広告のリターンは実証済みであり、その焦点はデジタル・チャンネルに移っています。その結果、オンライン広告は、トラフィックを促進し、マーケティング活動を強化し、最終的にビジネスの成功を達成するために不可欠なものとなりました。

目次

イントロダクション

• 調査の目的
• 調査範囲
• 定義

調査手法

• 情報調達
• 二次と一次データの方法
• 市場規模予測
• 市場の前提条件と制限

エグゼクティブサマリー

• 世界市場の見通し
• 供給と需要の動向分析
• セグメント別機会分析

市場力学と見通し

• 市場概要
• 市場規模
• 市場力学
  • 促進要因と機会
  • 抑制要因と課題
• ポーターの分析

主な市場の考察

• 重要成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場の魅力指数（2024年）
• PESTEL分析
• マクロ経済指標
• バリューチェーン分析
• 価格分析
• ケーススタディ
• 規制情勢
• 特許分析

インターネット広告市場規模：広告フォーマット別& CAGR（2025-2032）

• 市場概要
• 検索エンジン広告
• ディスプレイ広告
• ソーシャルメディア広告
• 動画広告
• メールマーケティング
• ネイティブ広告

インターネット広告市場規模：プラットフォーム別& CAGR（2025-2032）

• 市場概要
• 携帯
• デスクトップとラップトップ

インターネット広告市場規模：価格設定モデル別& CAGR（2025-2032）

• 市場概要
• クリック単価（CPC）
• インプレッション単価（CPM）
• 顧客獲得単価（CPA）
• 視聴単価（CPV）

インターネット広告市場規模：最終用途産業別& CAGR（2025-2032）

• 市場概要
• 自動車
• 小売り
• ヘルスケア
• BFSI（銀行金融サービス保険）
• 通信
• メディアとエンターテイメント
• 教育
• 旅行・ホスピタリティ

インターネット広告市場規模：地域別& CAGR（2025-2032）

• 北米
  • 米国
  • カナダ
• 欧州
  • ドイツ
  • スペイン
  • フランス
  • 英国
  • イタリア
  • その他欧州地域
• アジア太平洋地域
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ地域
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情報

• 上位5社の比較
• 主要企業の市場ポジショニング（2024年）
• 主な市場企業が採用した戦略
• 最近の市場動向
• 企業の市場シェア分析（2024年）
• 主要企業の企業プロファイル
  • 企業の詳細
  • 製品ポートフォリオ分析
  • 企業のセグメント別シェア分析
  • 収益の前年比比較（2022-2024）

主要企業プロファイル

• Google（USA）
• Meta Platforms, Inc.（USA）
• Amazon（USA）
• X Corp.（USA）
• LinkedIn Corporation（USA）
• Microsoft（USA）
• Taboola（USA）
• Outbrain Inc.（USA）
• Criteo（France）
• AdRoll（USA）
• Quantcast（USA）
• Rubicon Project（USA）
• Yahoo（USA）
• PubMatic Inc.（USA）
• OpenX（USA）
• Unity Technologies（USA）
• Snap Inc.（USA）
• Adobe（USA）
• Fiverr International Ltd.（Israel）
• Index Exchange（Canada）

結論と提言

Global Internet Advertising Market size was valued at USD 245.08 billion in 2023 and is poised to grow from USD 270.57 billion in 2024 to USD 597.08 billion by 2032, growing at a CAGR of 10.4% during the forecast period (2025-2032).

The global internet advertising landscape is thriving, driven by diverse ad formats such as display, search engine marketing, social media, video, and native ads. This variety enables advertisers to tailor campaigns effectively to engage target audiences. The industry's growth is largely fueled by the availability of data and advanced analytics, essential for optimizing performance. Internet advertising stands out as a cost-effective strategy, accessible even for budget-conscious businesses, while enabling vast reach to millions of users. With proven returns, such as Google's reported 200% ROI from Ads, the focus has shifted toward digital channels, allowing precise targeting of demographics and locations. As a result, online advertising has become crucial for driving traffic, enhancing marketing efforts, and ultimately achieving business success.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Internet Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Internet Advertising Market Segments Analysis

Global Internet Advertising Market is segmented by Advertising Format, Platform, Pricing Model, End-User Vertical and region. Based on Advertising Format, the market is segmented into Search Engine Advertising, Display Advertising, Social Media Advertising, Video Advertising, Email Marketing and Native Advertising. Based on Platform, the market is segmented into Mobile and Desktop & Laptop. Based on Pricing Model, the market is segmented into Cost Per Click (CPC), Cost Per Thousand Impressions (CPM), Cost Per Acquisition (CPA) and Cost Per View (CPV). Based on End-User Vertical, the market is segmented into Automotive, Retail, Healthcare, BFSI (Banking, Financial Services, and Insurance), Telecom, Media & Entertainment, Education and Travel & Hospitality. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Internet Advertising Market

The surge in smartphone usage has significantly altered consumer interactions with brands and retailers, primarily due to the widespread availability of high-speed internet on mobile devices. This evolution is anticipated to propel the growth of the global internet advertising market, as it has become essential for brands to comprehend consumer preferences through targeted smartphone advertising. Such advertisements not only engage potential customers but also play a pivotal role in influencing their purchasing decisions. As businesses increasingly leverage mobile platforms to reach their audience, the reliance on internet advertising will continue to expand, further enhancing market dynamics and opportunities.

Restraints in the Global Internet Advertising Market

The global internet advertising market is currently encountering challenges due to the rising prevalence of ad-blocker usage, which has led to a decline in audience reach and revenue generation. As of 2023, there are over 290 million ad-blocker users globally, with around 42 million of them located in the United States (Statista). This surge in ad-blocking technology has resulted in an estimated loss of approximately $78 billion in ad impressions, compelling advertisers to adopt more innovative and creative strategies to engage their target audiences effectively. This trend poses a significant restraint on the growth potential of the internet advertising sector.

Market Trends of the Global Internet Advertising Market

The Global Internet Advertising market is experiencing a significant trend shift towards influencer marketing, fundamentally altering traditional advertising strategies. With over 37 million influencers on Instagram alone, brands are increasingly leveraging these real individuals to authentically engage with targeted audiences, creating a direct line of communication that resonates more deeply than conventional advertisements. This rise of influencer collaborations not only enhances brand visibility but also fosters trust and relatability, leading to higher conversion rates. As consumers prioritize authenticity, the tailored narratives crafted by influencers are becoming crucial, prompting businesses to adapt and innovate their marketing campaigns to stay competitive in this dynamic landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Regulatory Landscape
• Patent Analysis

Global Internet Advertising Market Size by Advertising Format & CAGR (2025-2032)

• Market Overview
• Search Engine Advertising
• Display Advertising
• Social Media Advertising
• Video Advertising
• Email Marketing
• Native Advertising

Global Internet Advertising Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Mobile
• Desktop & Laptop

Global Internet Advertising Market Size by Pricing Model & CAGR (2025-2032)

• Market Overview
• Cost Per Click (CPC)
• Cost Per Thousand Impressions (CPM)
• Cost Per Acquisition (CPA)
• Cost Per View (CPV)

Global Internet Advertising Market Size by End-User Vertical & CAGR (2025-2032)

• Market Overview
• Automotive
• Retail
• Healthcare
• BFSI (Banking, Financial Services, and Insurance)
• Telecom
• Media & Entertainment
• Education
• Travel & Hospitality

Global Internet Advertising Market Size & CAGR (2025-2032)

• North America (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • US
  • Canada
• Europe (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Advertising Format, Platform, Pricing Model, End-User Vertical)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Google (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meta Platforms, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• X Corp. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LinkedIn Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Taboola (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outbrain Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Criteo (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AdRoll (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Quantcast (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Rubicon Project (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Yahoo (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OpenX (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unity Technologies (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Snap Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adobe (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fiverr International Ltd. (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Index Exchange (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations