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コンテンツターゲット広告市場ー業界洞察、主要プレーヤー・企業別、成長機会別、最新傾向別、開発別、主要な成長ドライバー別、主要な課題別によってセグメンテーション、予測 2023年


[ 英語タイトル ] Contextual Advertising Market by Type (Activity-based Advertising, Location-based Advertising, Others), Deployment (Mobile Devices, Desktops, Digital Billboards), Industry, Approach, and Geography - Global Forecast to 2023


Product Code : MNMSE00109951
Survey : MarketsandMarkets
Publish On : April, 2021
Category : Semiconductor and Electronics
Study Area : Global
Report format : PDF
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[Report Description]

“Contextual advertising market to grow at a CAGR of 18.80% between 2018 and 2023”
The contextual advertising market is expected to be worth USD 125.79 billion in 2018 and is likely to reach USD 297.68 billion by 2023, at a CAGR of 18.80% between 2018 and 2023. The growth of this market can be attributed to factors such as increasing number of social media users, personalized marketing strategies, and growing trend of mobile advertisement. However, factors such as privacy concerns due to behavioral tracking and low conversion ratio due to user annoyance are restraining the growth of the contextual advertising market.
“Activity-based advertising — a major type of contextual advertising”
Activity-based advertising is expected to account the largest share of the overall contextual advertising market in 2018. Activity-based advertising is a type of contextual advertising that is done based on users’ browsing history and cookies. This type of advertising typically comprises graphics, logos, pictures, and texts, among others. These advertisements appear on webpages, e-mails, and instant messaging (IM) applications. In static form, these advertisements are commonly known as ad banners.
“Mobile devices to account for largest market size in 2018”
Mobile devices are expected to account for the largest share of the contextual advertising market in 2018. Mobile advertising platforms help promote products and services. These help attract customers to particular products and services. As mobile internet has evolved, advertising methods on mobile devices have also witnessed a major change. Earlier, mobile advertising meant just informing customers about a product through SMS.
“Contextual advertising market in APAC to grow at the highest CAGR during the forecast period”
Among all regions, the contextual advertising market in APAC is expected to grow at the highest CAGR during the forecast period. The growth of this market can be attributed to the presence of countries such as China, Japan, and India in the region. These countries have a large number of internet users, which, in turn, creates huge opportunities for advertisers. This is encouraging marketers in APAC to invest in contextual advertising to promote their bands and create brand value.
In the process of determining and verifying the market size for several segments and subsegments obtained through secondary research, extensive primary interviews have been conducted with officials from key companies. The breakup of the profile of primaries has been given below:
• By Company Type: Tier 1 – 25%, Tier 2 – 35%, and Tier 3 – 40%
• By Designation: C-Level Executives – 35%, Directors – 25%, and Others – 40%
• By Region: North America – 43%, Europe – 29%, APAC – 14%, and RoW – 14%
Companies that provide a range of customized solutions are expected to emerge as game changers in this market.
Key players in the contextual advertising market profiled in this report are:
1. Google (US)
2. Media.net (Dubai)
3. Facebook (US)
4. Microsoft (US)
5. Amazon.com (US)
6. AOL (Austria)
7. Yahoo (US)
8. Twitter (US)
9. IAC (US)
10. Amobee (US)

Research Coverage:
In this report, segments such as type, deployment, industry and geography have been covered. The report also discusses drivers, restraints, opportunities, and challenges pertaining to the market. The report also gives a detailed view of the market across four main regions: North America, Europe, APAC, and RoW. The value chain analysis of the contextual advertising ecosystem has also been included in the report.
Reasons to Buy the Report:
• This report includes statistics pertaining to the contextual advertising market, by type, deployment, industry, and geography, along with market size of each subsegment.
• Major drivers, restraints, opportunities, and challenges pertaining to the market have been provided in detail in this report.
• This report would help stakeholders understand their competitors better and gain more insights to enhance their positions in the market. The competitive landscape section includes competitor ecosystem and recent development strategies, such as product launches and developments, partnerships, and mergers & acquisitions, adopted by key players in the market.
 

TABLE OF CONTENTS

1 INTRODUCTION 13
1.1 OBJECTIVES OF STUDY 13
1.2 DEFINITION 13
1.3 SCOPE OF MARKET 14
1.3.1 MARKETS COVERED 14
1.3.2 YEARS CONSIDERED FOR STUDY 15
1.4 CURRENCY 15
1.5 LIMITATIONS 15
1.6 MARKET STAKEHOLDERS 16
2 RESEARCH METHODOLOGY 17
2.1 RESEARCH DATA 17
2.1.1 SECONDARY DATA 18
2.1.1.1 List of major secondary sources 18
2.1.1.2 Secondary sources 19
2.1.2 PRIMARY DATA 19
2.1.2.1 Primary interviews with experts 20
2.1.2.2 Key data from primary sources 20
2.1.2.3 Key industry insights 21
2.1.2.4 Breakdown of primaries 21
2.1.3 SECONDARY & PRIMARY RESEARCH 22
2.2 MARKET SIZE ESTIMATION 22
2.2.1 BOTTOM-UP APPROACH 23
2.2.1.1 Approach for capturing the market size by bottom-up analysis (demand side) 23
2.2.2 TOP-DOWN APPROACH 24
2.2.2.1 Approach for capturing the market size by top-down analysis
(supply side) 24
2.3 DATA TRIANGULATION 25
2.4 RESEARCH ASSUMPTIONS 26
3 EXECUTIVE SUMMARY 27
4 PREMIUM INSIGHTS 32
4.1 ATTRACTIVE GROWTH OPPORTUNITIES IN THE CONTEXTUAL ADVERTISING MARKET 32
4.2 CONTEXTUAL ADVERTISING MARKET, BY TYPE 33
4.3 CONTEXTUAL ADVERTISING MARKET, BY DEPLOYMENT 33
4.4 CONTEXTUAL ADVERTISING MARKET IN APAC, BY INDUSTRY AND REGION 34
4.5 CONTEXTUAL ADVERTISING MARKET, BY INDUSTRY 35
4.6 CONTEXTUAL ADVERTISING MARKET, BY REGION 36
5 MARKET OVERVIEW 37
5.1 INTRODUCTION 37
5.2 MARKET DYNAMICS 37
5.2.1 DRIVERS 38
5.2.1.1 Growing social media users 38
5.2.1.2 Personalized marketing strategies 38
5.2.1.3 Growing trend of mobile advertisement 38
5.2.2 RESTRAINTS 39
5.2.2.1 Privacy concerns due to behavioral tracking 39
5.2.2.2 Low conversion ratio due to user annoyance 39
5.2.3 OPPORTUNITIES 39
5.2.3.1 Trending AI and big data analytics in digital marketing 39
5.2.3.2 Integration of AR and VR for digital customer engagement 39
5.2.4 CHALLENGES 40
5.2.4.1 Varying standards of regulation policies 40
5.2.4.2 Selection of relevant digital techniques and vendors 40
5.3 ECOSYSTEM/VALUE CHAIN ANALYSIS 40
5.3.1 ADVERTISERS 40
5.3.2 TECHNOLOGY PROVIDERS 41
5.3.3 PUBLISHERS 41
6 CONTEXTUAL ADVERTISING MARKET, BY APPROACH 42
6.1 INTRODUCTION 42
6.2 MASS CONTEXTUAL ADVERTISING 42
6.3 FOCUSED CONTEXTUAL ADVERTISING 42
6.4 CONTEXTUAL BEHAVIORAL ADVERTISING 43
6.5 CONTEXTUAL BILLBOARD ADVERTISING 43
7 CONTEXTUAL ADVERTISING MARKET, BY TYPE 44
7.1 INTRODUCTION 45
7.2 ACTIVITY-BASED ADVERTISING 47
7.3 LOCATION-BASED ADVERTISING 48
7.4 OTHERS 48
7.4.1 IN-APP ADVERTISING 48
7.4.2 IN-VIDEO ADVERTISING 49

8 CONTEXTUAL ADVERTISING MARKET, BY DEPLOYMENT 50
8.1 INTRODUCTION 51
8.2 MOBILE DEVICES 52
8.3 DESKTOPS 54
8.4 DIGITAL BILLBOARDS 55
9 CONTEXTUAL ADVERTISING MARKET, BY INDUSTRY 57
9.1 INTRODUCTION 58
9.2 CONSUMER GOODS, RETAIL, AND RESTAURANTS 60
9.3 TELECOM AND IT 62
9.4 BANKING, FINANCIAL SERVICES, AND INSURANCE (BFSI) 62
9.5 MEDIA AND ENTERTAINMENT 64
9.6 TRAVEL, TRANSPORTATION, AND AUTOMOBILES 65
9.7 HEALTHCARE 65
9.8 ACADEMIA AND GOVERNMENT 67
9.9 OTHERS 68
10 CONTEXTUAL ADVERTISING MARKET, BY GEOGRAPHY 69
10.1 INTRODUCTION 70
10.2 NORTH AMERICA 71
10.2.1 US 73
10.2.2 CANADA 73
10.2.3 MEXICO 73
10.3 EUROPE 75
10.3.1 GERMANY 76
10.3.2 UK 76
10.3.3 REST OF EUROPE (ROE) 76
10.4 APAC 77
10.4.1 CHINA 79
10.4.2 JAPAN 79
10.4.3 REST OF APAC 79
10.5 ROW 81
10.5.1 MIDDLE EAST AND AFRICA (MEA) 81
10.5.2 SOUTH AMERICA 81
11 COMPETITIVE LANDSCAPE 83
11.1 OVERVIEW 83
11.2 MARKET RANKING OF PLAYERS, 2017 85
11.3 COMPETITIVE SCENARIO 86
11.3.1 PRODUCT LAUNCHES AND DEVELOPMENTS 86
11.3.2 PARTNERSHIPS, AGREEMENTS, AND COLLABORATIONS 87
11.3.3 ACQUISITIONS 87
12 COMPANY PROFILES 88
12.1 KEY PLAYERS 88
(Business overview, Products offered, Recent developments, MNM view, SWOT analysis)*
12.1.1 GOOGLE 89
12.1.2 MEDIA.NET (ACQUIRED BY BEIJING MITENO COMMUNICATION TECHNOLOGY) 92
12.1.3 FACEBOOK 94
12.1.4 MICROSOFT 96
12.1.5 AMAZON.COM 99
12.1.6 AOL 101
12.1.7 YAHOO 103
12.1.8 TWITTER 105
12.1.9 IAC 107
12.1.10 AMOBEE (SUBSIDIARY OF SINGAPORE TELECOMMUNICATIONS) 109
*Business overview, Products offered, Recent developments, MNM view, SWOT analysis might not be captured in case of unlisted companies.
12.2 KEY INNOVATORS 110
12.2.1 ACT-ON SOFTWARE 110
12.2.2 SIMPLYCAST 110
12.2.3 INMOBI 110
12.2.4 FLYTXT 110
12.2.5 INFOLINKS 111
12.3 OTHER IMPORTANT PLAYERS 112
12.3.1 ADOBE SYSTEMS 112
12.3.2 SAP 113
12.3.3 MARKETO 114
12.3.4 MILLENNIAL MEDIA 115
12.3.5 FLURRY (YAHOO’S DEVELOPER NETWORK) 115
13 APPENDIX 116
13.1 DISCUSSION GUIDE 116
13.2 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 119
13.3 INTRODUCING RT: REAL-TIME MARKET INTELLIGENCE 121
13.4 AVAILABLE CUSTOMIZATIONS 122
13.5 RELATED REPORTS 122
13.6 AUTHOR DETAILS 123

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