マルチスクリーン広告市場：コンテンツタイプ、プラットフォーム、地域別、2026年～2032年

マルチスクリーン広告市場の評価-2026年～2032年

多数のプラットフォームにまたがってカスタマイズされたターゲット広告に対する需要と、広告主によるモバイル機器の利用の増加が、マルチスクリーン広告市場の急速な拡大を促進しています。この急成長の背景には、スマートフォン、タブレット、スマートテレビでのメディア消費の増加があり、広告主は複数のデバイスにまたがる統合キャンペーンを通じて消費者をより効果的に取り込み、デジタルファーストの世界における消費者の行動や嗜好の変化に適応しながら、視聴者のリーチとインタラクションを向上させることができます。Verified Market Researchのアナリストによると、マルチスクリーン広告市場規模は、2024年に評価された約51億2,000万米ドルを下回る予測は2032年までに189億4,000万米ドルの評価に達すると推定されています。

スマートフォン、タブレット、スマートテレビなど、さまざまなプラットフォームで顧客にリーチすることの価値に対する広告主の認識が高まっているため、マルチスクリーン広告市場は急速に拡大しています。この動向は、デジタルコンテンツの消費の増加と、シームレスでパーソナライズされた体験を提供する一貫した広告戦略の必要性によって推進されており、企業はマーケティング活動を最適化し、相互接続が進むデジタル環境でより効果的にオーディエンスを取り込むことができます。これにより、市場は2026年から2032年にかけてCAGR 19.60%で成長します。

マルチスクリーン広告市場定義/概要

マルチスクリーン広告とは、スマートフォン、タブレット、ノートパソコン、スマートテレビなど、複数のデバイスやプラットフォームで同時に広告素材を提供し、消費者に効果的にリーチする手法です。マルチスクリーン広告により、広告主は、モバイル・デバイスやデジタル・コンテンツ消費のユビキタス化を活用することで、ターゲット層に個別化されたターゲット・メッセージを提供する、まとまりのあるクロスチャネル・キャンペーンを構築することができます。このアプローチにより、マーケティング担当者はオーディエンスへのリーチを最大化し、エンゲージメントを高め、複数のデバイスで一貫したブランドプレゼンスを確立することができます。マルチスクリーン広告は、ソーシャル・ネットワーキング・プラットフォーム、動画ストリーミング・サービス、ウェブサイト、モバイル・アプリで一般的に使用されており、広告主は、各プラットフォームやデバイスの特性に合わせたテキスト、グラフィック、または動画素材を表示できます。

マルチスクリーン広告市場の成長を支える主な要因とは？

モバイルデバイスの普及がマルチスクリーン広告の台頭に拍車をかけています。ピュー・リサーチ・センターによると、2021年にはアメリカ人の85%がスマートフォンを持つようになり、2011年の35%から増加します。また、GSMA（Global System for Mobile Communications Association）は、モバイルインターネットユーザーが2020年の42億人から2025年には50億人に増加すると予測しています。モバイル端末の普及が進むことで、広告が多数のディスプレイを通じて顧客と接触できる新たな可能性が広がります。

ストリーミング・サービスやスマートTVの人気の高まりは、マルチスクリーン広告の状況を一変させつつあります。ライヒトマン・リサーチ・グループによると、2020年までに米国のテレビ世帯の80％が、少なくとも1台の連携テレビデバイスを持ちます。米国国勢調査局の2021年のデータによると、85％の世帯がブロードバンド・インターネットに加入しており、ストリーミング・サービスにアクセスできます。eMarketerによると、米国のコネクテッドTV広告費は、2020年の81億1,000万米ドルから2024年には182億9,000万米ドルに達し、マルチスクリーン広告のこの分野の力強い成長を示します。

さらに、メディア消費動向の変化、特にマルチデバイスの同時利用動向が、マルチスクリーン広告市場を後押ししています。Nielsen Total Audience Reportによると、米国では2020年第1四半期に、テレビ、テレビ接続機器、ラジオ、コンピュータ、携帯電話、タブレットなど、メディアとのインタラクションに1日平均11時間54分を費やしました。グーグルの調査によると、ユーザーの90%はアクティビティを終えるためにデバイス間を移動し、98%は同じ日にそうしています。このようなマルチデバイスの行動は、広告主にとって、複数のプラットフォームやデバイスにまたがって顧客を取り込む新たなチャンスを開くことになります。

マルチスクリーン広告の採用に影響を与える課題とは？

マルチスクリーン広告市場は、広告チャネルが多数のディスプレイやデバイスにまたがって細分化されているため、問題に直面しています。広告主は、多数のスクリーンでまとまりのある統合されたキャンペーンをデザインするのに苦労しており、その結果、非効率になり、意図した視聴者に到達するのが難しくなっています。

さらに、広告ブロッカーの利用の増加や、広告疲労に関する消費者の懸念は、マルチスクリーン広告の拡大に大きな障壁となっています。広告主は、意図的に広告を避けたり無視したりする消費者にメッセージを届けることの難しさに直面し、マルチスクリーン広告の効果を低下させています。

目次

第1章 イントロダクション

• 市場の定義
• 市場セグメンテーション
• 調査手法

第2章 エグゼクティブサマリー

• 主な調査結果
• 市場概要
• 市場ハイライト

第3章 市場概要

• 市場規模と成長の可能性
• 市場動向
• 市場促進要因
• 市場抑制要因
• 市場機会
• ポーターのファイブフォース分析

第4章 マルチスクリーン広告市場：デバイスタイプ別

• スマートフォン
• タブレット
• デスクトップ／ノートPC

第5章 マルチスクリーン広告市場：プラットフォーム別

• テレビ
• デスクトップ/ラップトップ
• モバイル/タブレット
• ゲーム機
• その他

第6章 マルチスクリーン広告市場：コンテンツタイプ別

• 静的
• ダイナミック
• インタラクティブ

第7章 地域別分析

• 北米
• 米国
• カナダ
• メキシコ
• 欧州
• 英国
• ドイツ
• フランス
• イタリア
• アジア太平洋
• 中国
• 日本
• インド
• オーストラリア
• ラテンアメリカ
• ブラジル
• アルゼンチン
• チリ
• 中東・アフリカ
• 南アフリカ
• サウジアラビア
• アラブ首長国連邦

第8章 市場力学

• 市場促進要因
• 市場抑制要因
• 市場機会
• COVID-19の市場への影響

第9章 競合情勢

• 主要企業
• 市場シェア分析

第10章 企業プロファイル

• Alphabet Inc.
• Amazon.com, Inc.
• Meta Platforms, Inc
• Baidu, Inc.
• Tencent Holdings Ltd.
• Alibaba Group Holding Ltd.
• Samsung Electronics Co. Ltd.
• The Walt Disney Company
• Comcast Corporation
• Verizon Communications Inc.

第11章 市場の展望と機会

• 新興技術
• 今後の市場動向
• 投資機会

第12章 付録

• 略語リスト
• 出典と参考文献

Multi-Screen Advertising Market Valuation - 2026-2032

The demand for customized, targeted advertising across numerous platforms and the increasing use of mobile devices by advertisers are driving the rapid expansion of the multi-screen advertising market. This surge is being driven by an increase in media consumption on smartphones, tablets, and smart TVs, allowing advertisers to engage consumers more effectively through integrated campaigns that span multiple devices, improving audience reach and interaction while adapting to changing consumer behaviors and preferences in a digital-first world. According to the analyst from Verified Market Research, the multi-screen advertising market size is estimated to reach a valuation of USD 18.94 Billion By 2032 the forecast subjugating around USD 5.12 Billion valued in 2024.

Due to advertisers' growing recognition of the value of reaching customers across a variety of platforms, such as smartphones, tablets, and smart TVs, the multi-screen advertising market is expanding rapidly. This trend is being driven by increased consumption of digital content and the need for cohesive advertising strategies that provide seamless, personalized experiences, allowing businesses to optimize their marketing efforts and engage audiences more effectively in an increasingly interconnected digital environment. It enables the market to grow at a CAGR of 19.60% from 2026 to 2032.

Multi-Screen Advertising Market: Definition/ Overview

Multi-screen advertising is the technique of simultaneously providing advertising material across several devices and platforms, such as smartphones, tablets, laptops, and smart TVs, to reach consumers more effectively. Multi-screen advertising allows advertisers to construct cohesive, cross-channel campaigns that provide individualized, targeted messages to their target audience by capitalizing on the increased ubiquity of mobile devices and digital content consumption. This approach enables marketers to maximize audience reach, increase engagement, and establish a consistent brand presence across several devices. Multi-screen advertising is commonly used on social networking platforms, video streaming services, websites, and mobile apps, where advertisers can display textual, graphic, or video material adapted to the unique qualities of each platform and device.

What are the Key Factors Supporting the Multi-Screen Advertising Market's Growth?

The proliferation of mobile devices is fueling the rise of multi-screen advertising. According to the Pew Research Center, 85% of Americans have a smartphone in 2021, up from 35% in 2011. Also, the Global System for Mobile Communications Association (GSMA) predicts that mobile internet users will increase from 4.2 billion in 2020 to 5 billion by 2025. The increased adoption of mobile devices opens up new potential for advertising to contact customers across numerous displays.

The growing popularity of streaming services and smart TVs is transforming the multi-screen advertising landscape. According to Leichtman Research Group, 80% of US TV households have at least one linked TV device by 2020. According to the US Census Bureau's 2021 data, 85% of households have a broadband internet subscription, which allows them to access streaming services. According to eMarketer, U.S. connected TV ad expenditure will reach USD 18.29 Billion in 2024, up from USD 8.11 Billion in 2020, demonstrating strong growth in this section of multi-screen advertising.

Furthermore, changing media consumption patterns, especially the trend of simultaneous multi-device use, are propelling the multi-screen advertising market. According to the Nielsen Total Audience Report, U.S. people spent an average of 11 hours and 54 minutes a day interacting with media in Q1 2020, including TV, TV-connected devices, radio, computers, cellphones, and tablets. According to Google's research, 90% of users hop between devices to finish activities, with 98% doing so on the same day. This multi-device behavior opens up new chances for advertisers to engage customers across several platforms and devices.

What are the Challenges Influencing the Adoption of Multi-Screen Advertising?

The multi-screen advertising market confronts issues as advertising channels are fragmented across numerous displays and devices. Advertisers struggle to design cohesive and integrated campaigns across numerous screens, resulting in inefficiencies and difficulty reaching their intended audience.

Furthermore, the increased usage of ad blockers, as well as consumer concerns about ad fatigue, offer substantial barriers to the expansion of multi-screen advertising. Advertisers confront difficulties in getting their message to consumers who purposefully avoid or ignore adverts, which reduces the effectiveness of multi-screen advertising efforts.

Category-Wise Acumens

How does Enhanced User Engagement Drive the Demand for Dynamic Content?

According to VMR analysis, the dynamic segment is estimated to hold the largest market share during the forecast period. Dynamic content enables real-time updates and customization, which significantly increases user engagement. Advertisers can personalize messaging based on user activity, preferences, and demographics, resulting in more relevant and engaging adverts. This versatility improves the chances of catching consumer attention and generating interaction across different screens.

Dynamic content allows advertisers to use powerful data analytics and programmatic advertising strategies to more precisely target certain consumers. By evaluating user data across many platforms, advertisers can send targeted messages that appeal to specific customers, increasing conversion rates and overall campaign efficacy.

Furthermore, dynamic content is adaptable and may be smoothly integrated into a variety of platforms, such as social media, websites, and streaming services. This flexibility enables advertisers to keep a consistent brand message while customizing content for each device and platform, resulting in a seamless multi-screen experience that boosts brand awareness and consumer loyalty.

How Does the Increased Mobile Usage Propel the Mobile/Tablet Advertising?

The mobile/tablet segment is estimated to dominate the multi-screen advertising market during the forecast period. The rapid proliferation of smartphones and tablets has significantly boosted the amount of time people spend using them. As mobile internet usage grows, advertisers are capitalizing on the trend by launching tailored multi-screen campaigns that successfully reach audiences where they are most engaged, resulting in higher conversion rates and increased brand visibility.

Mobile devices enable sophisticated targeting through data analytics and user behavior tracking. Advertisers can use this data to provide users with targeted and relevant adverts based on their interests, geography, and online activity. This precision in targeting boosts engagement and efficacy, making mobile platforms the ideal option for multi-screen advertising.

Furthermore, the integration of advertising with popular social media platforms accessed mostly through mobile devices has increased the Mobile/Tablet segment's dominance. As consumers increasingly interact with businesses via social media on mobile devices, advertisers can design seamless, engaging campaigns that promote user involvement and foster brand loyalty, enhancing their advertising impact.

Country/Region-wise Acumens

How Does Rapid Growth in Smartphone Adoption in Asia Pacific Bolster the Market?

According to VMR analyst, the Asia Pacific region is estimated to dominate the multi-screen advertising market during the forecast period. The Asia Pacific region is experiencing an increase in smartphone use and mobile internet penetration, resulting in a large audience for multi-screen advertising. According to the GSMA's Mobile Economy Asia Pacific 2021 report, the region will have 1.2 billion smartphone connections by 2025, accounting for 80% of all connections. According to the same research, the region's mobile internet user base will increase from 2.7 billion in 2020 to 3.3 billion by 2025. This rapid increase in mobile connection gives advertisers an unparalleled opportunity to contact customers across many displays.

Furthermore, the Asia Pacific region is experiencing a huge shift toward digital video consumption, which is creating chances for multi-screen advertising. According to Media Partners Asia, online video advertising revenue in Asia Pacific is expected to increase from USD 30 Billion in 2020 to USD 52 Billion in 2025, at a 12% CAGR. According to the Boston Consulting Group, the OTT industry in India is predicted to reach USD 5 Billion by 2023, with a CAGR of 28.6% over 2018. The increasing increase in digital video consumption across numerous platforms is driving demand for multi-screen advertising solutions.

What are the Main Drivers Propelling the Multi-Screen Advertising Market in North America?

The North American region is estimated to dominate the multi-screen advertising market during the forecast period. The rising use of linked TVs and over-the-top (OTT) streaming services in North America is creating potential for multi-screen advertising. eMarketer predicts that by 2023, 82.9% of US households will have at least one connected TV device. The same source predicts that connected TV ad spending in the United States will reach USD 27.5 Billion by 2025, up from USD 14.44 Billion in 2021. The growth in connected TV usage and ad spending underlines the platform's growing prominence in multi-screen advertising strategy.

Furthermore, North America, led by the United States, has the world's greatest digital advertising spend, including multi-screen advertising. According to the Interactive Advertising Bureau (IAB), digital advertising revenues in the United States reached USD 189.3 Billion in 2021, up 35.4% from 2020. Mobile advertising, an important component of multi-screen campaigns, contributed to 70.4% of total digital ad revenue in 2021. According to the U.S. Bureau of Labor Statistics, employment of advertising, promotions, and marketing managers will expand by 10% between 2020 and 2030, faster than the average for all occupations, showing sustained expansion in the advertising business, especially multi-screen advertising.

Competitive Landscape

The multi-screen advertising market's competitive landscape is characterized by rapid expansion and innovation, which is being driven by increased consumption of digital content across many devices. Advertisers are leveraging modern technologies like programmatic advertising, data analytics, and artificial intelligence to improve the targeting and effectiveness of campaigns.

Some of the prominent players operating in the multi-screen advertising market include:

Alphabet, Inc.

com, Inc.

Meta Platforms, Inc

Baidu, Inc.

Tencent Holdings Ltd.

Alibaba Group Holding Ltd.

Samsung Electronics Co. Ltd.

The Walt Disney Company

Comcast Corporation

Verizon Communications, Inc.

Latest Developments

In July 2023, Google announced its latest multi-screen advertising platform, to assist businesses in reaching people across a variety of devices such as smartphones, tablets, and linked TVs. The platform uses Google's superior targeting skills and data analytics to deliver tailored and relevant advertising to users, hence improving campaign efficacy and ROI.

In September 2023, Netflix announced collaborations with top brands to produce new multi-screen advertising campaigns. The streaming giant will collaborate with these businesses to create integrated ad experiences that engage viewers across devices, providing advertisers with a unique opportunity to reach Netflix's large and diversified audience.

Multi-Screen Advertising Market, By Category

• Content Type:
• Static
• Dynamic
• Interactive
• Platform:
• Television
• Desktop/Laptop
• Mobile/Tablet
• Gaming Consoles
• Others
• Region:
• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

TABLE OF CONTENTS

1. Introduction

• Market Definition
• Market Segmentation
• Research Methodology

2. Executive Summary

• Key Findings
• Market Overview
• Market Highlights

3. Market Overview

• Market Size and Growth Potential
• Market Trends
• Market Drivers
• Market Restraints
• Market Opportunities
• Porter's Five Forces Analysis

4. Multi-Screen Advertising Market, By Device Type

• Smartphones
• Tablets
• Desktops/Laptops

5. Multi-Screen Advertising Market, By Platform

• Television
• Desktop/Laptop
• Mobile/Tablet
• Gaming Consoles
• Others

6. Multi-Screen Advertising Market, By Content Type

• Static
• Dynamic
• Interactive

7. Regional Analysis

• North America
• United States
• Canada
• Mexico
• Europe
• United Kingdom
• Germany
• France
• Italy
• Asia-Pacific
• China
• Japan
• India
• Australia
• Latin America
• Brazil
• Argentina
• Chile
• Middle East and Africa
• South Africa
• Saudi Arabia
• UAE

8. Market Dynamics

• Market Drivers
• Market Restraints
• Market Opportunities
• Impact of COVID-19 on the Market

9. Competitive Landscape

• Key Players
• Market Share Analysis

10. Company Profiles

• Alphabet Inc.
• Amazon.com, Inc.
• Meta Platforms, Inc
• Baidu, Inc.
• Tencent Holdings Ltd.
• Alibaba Group Holding Ltd.
• Samsung Electronics Co. Ltd.
• The Walt Disney Company
• Comcast Corporation
• Verizon Communications Inc.

11. Market Outlook and Opportunities

• Emerging Technologies
• Future Market Trends
• Investment Opportunities

12. Appendix

• List of Abbreviations
• Sources and References