한글목차

인터넷 광고 시장은 2022-2027년간 4,246억 2,000만 달러 확대되고, 예측 기간 동안 15.05%의 CAGR을 나타낼 것으로 예상됩니다.

본 보고서에서는 인터넷 광고 시장에 대한 전반적인 분석, 시장 규모 및 예측, 동향, 시장 성장 촉진요인 및 저해요인, 과제, 약 25개 벤더를 대상으로 한 벤더 분석 등을 정리하여 전해드립니다.

현재의 시장 시나리오, 최신 동향 및 성장요인, 전체 시장 환경에 대한 최신 분석을 제공합니다. 디지털 혁신의 진전, 인터넷 보급률 증가, 스마트폰의 보급이 시장을 주도하고 있습니다.

이 보고서는 광고 기술의 발전이 향후 몇 년동안 인터넷 광고 시장의 성장을 주도할 주요 요인 중 하나로 꼽았습니다. 또한, 전자상거래와 데이터 기반 광고의 성장도 시장의 큰 수요로 이어질 것으로 보입니다.

목차

제1장 주요 요약

• 시장 개요

제2장 시장 구도

• 시장 생태계

제3장 시장 규모

• 시장의 정의
• 시장 부문 분석
• 시장 규모(2022년)
• 시장 전망(2022-2027년)

제4장 시장 규모 실적

• 세계의 인터넷 광고 시장(2017-2021년)
• 플랫폼별 부문 분석(2017-2021년)
• 유형별 부문 분석(2017-2021년)
• 지역별 부문 분석(2017-2021년)
• 국가별 부문 분석(2017-2021년)

제5장 Five Forces 분석

• Five Forces 요약
• 바이어의 교섭력
• 공급 기업의 교섭력
• 신규 진출업체의 위협
• 대체품의 위협
• 경쟁 위협
• 시장 현황

제6장 시장 세분화 : 플랫폼별

• 시장 부문
• 비교 : 플랫폼별
• 포터블 : 시장 규모와 예측(2022-2027년)
• 데스크톱 및 랩톱 : 시장 규모와 예측(2022-2027년)
• 기타 : 시장 규모와 예측(2022-2027년)
• 시장 기회 : 플랫폼별

제7장 시장 세분화 : 유형별

• 시장 부문
• 비교 : 유형별
• 대기업 : 시장 규모와 예측(2022-2027년)
• 중소기업 : 시장 규모와 예측(2022-2027년)
• 시장 기회 : 유형별

제8장 고객 상황

• 고객 상황 개요

제9장 지역별 상황

• 지역별 세분화
• 지역별 비교
• 북미 : 시장 규모와 예측(2022-2027년)
• 아시아태평양 : 시장 규모와 예측(2022-2027년)
• 유럽 : 시장 규모와 예측(2022-2027년)
• 남미 : 시장 규모와 예측(2022-2027년)
• 중동 및 아프리카 : 시장 규모와 예측(2022-2027년)
• 미국 : 시장 규모와 예측(2022-2027년)
• 일본 : 시장 규모와 예측(2022-2027년)
• 독일 : 시장 규모와 예측(2022-2027년)
• 중국 : 시장 규모와 예측(2022-2027년)
• 캐나다 : 시장 규모와 예측(2022-2027년)
• 시장 기회 : 지역별

제10장 성장 촉진요인, 과제 및 동향

• 시장 성장 촉진요인
• 시장이 해결해야 할 과제
• 성장 촉진요인과 과제의 영향
• 시장 동향

제11장 벤더 구도

• 개요
• 벤더 구도
• 혼란 상황
• 업계 리스크

제12장 벤더 분석

• 대상 벤더
• 벤더의 시장 포지셔닝
• Accenture Plc
• Alibaba Group Holding Ltd.
• Alphabet Inc.
• Amazon.com Inc.
• Baidu Inc.
• Conversant Solutions LLC
• Dentsu Group Inc.
• International Business Machines Corp.
• Meta Platforms Inc.
• Microsoft Corp.
• The Walt Disney Co.
• Thrive Internet Marketing Agency
• Twitter Inc.
• Verizon Communications Inc.
• Yahoo

제13장 부록

영문목차

The internet advertising market is forecasted to grow by USD 424.62 bn during 2022-2027, accelerating at a CAGR of 15.05% during the forecast period. The report on the Internet advertising market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by rising digital transformation, increasing internet penetration, and widespread adoption of smartphones.

Technavio's internet advertising market is segmented as below:

By Platform

• Mobile
• Desktop and laptop
• Others

By Type

• Large enterprises
• SMEs

By Geography

• North America
• APAC
• Europe
• South America
• Middle East and Africa

This study identifies the advancements in ad tech as one of the prime reasons driving the internet advertising market growth during the next few years. Also, growth in e-commerce and data-driven advertising will lead to sizable demand in the market.

The report on the internet advertising market covers the following areas:

• Internet advertising market sizing
• Internet advertising market forecast
• Internet advertising market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading internet advertising market vendors that include Accenture Plc, Alibaba Group Holding Ltd., Alphabet Inc., Amazon.com Inc., Baidu Inc., Boostability Pvt. Ltd., Conversant Solutions LLC, Dentsu Group Inc., International Business Machines Corp., Meta Platforms Inc., Microsoft Corp., PBJ Marketing LLC, PricewaterhouseCoopers LLP, The Walt Disney Co., Thrive Internet Marketing Agency, Twitter Inc., Verizon Communications Inc., Web Net Creatives, WebFX, and Yahoo. Also, the internet advertising market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to an analysis of the key vendors.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive research - both primary and secondary. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast the accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
• Exhibit 01: Executive Summary - Chart on Market Overview
• Exhibit 02: Executive Summary - Data Table on Market Overview
• Exhibit 03: Executive Summary - Chart on Global Market Characteristics
• Exhibit 04: Executive Summary - Chart on Market by Geography
• Exhibit 05: Executive Summary - Chart on Market Segmentation by Platform
• Exhibit 06: Executive Summary - Chart on Market Segmentation by Type
• Exhibit 07: Executive Summary - Chart on Incremental Growth
• Exhibit 08: Executive Summary - Data Table on Incremental Growth
• Exhibit 09: Executive Summary - Chart on Vendor Market Positioning

2 Market Landscape

• 2.1 Market ecosystem
• Exhibit 10: Parent market
• Exhibit 11: Market Characteristics

3 Market Sizing

• 3.1 Market definition
• Exhibit 12: Offerings of vendors included in the market definition
• 3.2 Market segment analysis
• Exhibit 13: Market segments
• 3.3 Market size 2022
• 3.4 Market outlook: Forecast for 2022-2027
• Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ billion)
• Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
• Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
• Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)

4 Historic Market Size

• 4.1 Global internet advertising market 2017 - 2021
• Exhibit 18: Historic Market Size - Data Table on global internet advertising market 2017 - 2021 ($ billion)
• 4.2 Platform Segment Analysis 2017 - 2021
• Exhibit 19: Historic Market Size - Platform Segment 2017 - 2021 ($ billion)
• 4.3 Type Segment Analysis 2017 - 2021
• Exhibit 20: Historic Market Size - Type Segment 2017 - 2021 ($ billion)
• 4.4 Geography Segment Analysis 2017 - 2021
• Exhibit 21: Historic Market Size - Geography Segment 2017 - 2021 ($ billion)
• 4.5 Country Segment Analysis 2017 - 2021
• Exhibit 22: Historic Market Size - Country Segment 2017 - 2021 ($ billion)

5 Five Forces Analysis

• 5.1 Five forces summary
• Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
• 5.2 Bargaining power of buyers
• Exhibit 24: Chart on Bargaining power of buyers - Impact of key factors 2022 and 2027
• 5.3 Bargaining power of suppliers
• Exhibit 25: Bargaining power of suppliers - Impact of key factors in 2022 and 2027
• 5.4 Threat of new entrants
• Exhibit 26: Threat of new entrants - Impact of key factors in 2022 and 2027
• 5.5 Threat of substitutes
• Exhibit 27: Threat of substitutes - Impact of key factors in 2022 and 2027
• 5.6 Threat of rivalry
• Exhibit 28: Threat of rivalry - Impact of key factors in 2022 and 2027
• 5.7 Market condition
• Exhibit 29: Chart on Market condition - Five forces 2022 and 2027

6 Market Segmentation by Platform

• 6.1 Market segments
• Exhibit 30: Chart on Platform - Market share 2022-2027 (%)
• Exhibit 31: Data Table on Platform - Market share 2022-2027 (%)
• 6.2 Comparison by Platform
• Exhibit 32: Chart on Comparison by Platform
• Exhibit 33: Data Table on Comparison by Platform
• 6.3 Mobile - Market size and forecast 2022-2027
• Exhibit 34: Chart on Mobile - Market size and forecast 2022-2027 ($ billion)
• Exhibit 35: Data Table on Mobile - Market size and forecast 2022-2027 ($ billion)
• Exhibit 36: Chart on Mobile - Year-over-year growth 2022-2027 (%)
• Exhibit 37: Data Table on Mobile - Year-over-year growth 2022-2027 (%)
• 6.4 Desktop and laptop - Market size and forecast 2022-2027
• Exhibit 38: Chart on Desktop and laptop - Market size and forecast 2022-2027 ($ billion)
• Exhibit 39: Data Table on Desktop and laptop - Market size and forecast 2022-2027 ($ billion)
• Exhibit 40: Chart on Desktop and laptop - Year-over-year growth 2022-2027 (%)
• Exhibit 41: Data Table on Desktop and laptop - Year-over-year growth 2022-2027 (%)
• 6.5 Others - Market size and forecast 2022-2027
• Exhibit 42: Chart on Others - Market size and forecast 2022-2027 ($ billion)
• Exhibit 43: Data Table on Others - Market size and forecast 2022-2027 ($ billion)
• Exhibit 44: Chart on Others - Year-over-year growth 2022-2027 (%)
• Exhibit 45: Data Table on Others - Year-over-year growth 2022-2027 (%)
• 6.6 Market opportunity by Platform
• Exhibit 46: Market opportunity by Platform ($ billion)
• Exhibit 47: Data Table on Market opportunity by Platform ($ billion)

7 Market Segmentation by Type

• 7.1 Market segments
• Exhibit 48: Chart on Type - Market share 2022-2027 (%)
• Exhibit 49: Data Table on Type - Market share 2022-2027 (%)
• 7.2 Comparison by Type
• Exhibit 50: Chart on Comparison by Type
• Exhibit 51: Data Table on Comparison by Type
• 7.3 Large enterprises - Market size and forecast 2022-2027
• Exhibit 52: Chart on Large enterprises - Market size and forecast 2022-2027 ($ billion)
• Exhibit 53: Data Table on Large enterprises - Market size and forecast 2022-2027 ($ billion)
• Exhibit 54: Chart on Large enterprises - Year-over-year growth 2022-2027 (%)
• Exhibit 55: Data Table on Large enterprises - Year-over-year growth 2022-2027 (%)
• 7.4 SMEs - Market size and forecast 2022-2027
• Exhibit 56: Chart on SMEs - Market size and forecast 2022-2027 ($ billion)
• Exhibit 57: Data Table on SMEs - Market size and forecast 2022-2027 ($ billion)
• Exhibit 58: Chart on SMEs - Year-over-year growth 2022-2027 (%)
• Exhibit 59: Data Table on SMEs - Year-over-year growth 2022-2027 (%)
• 7.5 Market opportunity by Type
• Exhibit 60: Market opportunity by Type ($ billion)
• Exhibit 61: Data Table on Market opportunity by Type ($ billion)

8 Customer Landscape

• 8.1 Customer landscape overview
• Exhibit 62: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

• 9.1 Geographic segmentation
• Exhibit 63: Chart on Market share by geography 2022-2027 (%)
• Exhibit 64: Data Table on Market share by geography 2022-2027 (%)
• 9.2 Geographic comparison
• Exhibit 65: Chart on Geographic comparison
• Exhibit 66: Data Table on Geographic comparison
• 9.3 North America - Market size and forecast 2022-2027
• Exhibit 67: Chart on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 68: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 69: Chart on North America - Year-over-year growth 2022-2027 (%)
• Exhibit 70: Data Table on North America - Year-over-year growth 2022-2027 (%)
• 9.4 APAC - Market size and forecast 2022-2027
• Exhibit 71: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 72: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 73: Chart on APAC - Year-over-year growth 2022-2027 (%)
• Exhibit 74: Data Table on APAC - Year-over-year growth 2022-2027 (%)
• 9.5 Europe - Market size and forecast 2022-2027
• Exhibit 75: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 76: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 77: Chart on Europe - Year-over-year growth 2022-2027 (%)
• Exhibit 78: Data Table on Europe - Year-over-year growth 2022-2027 (%)
• 9.6 South America - Market size and forecast 2022-2027
• Exhibit 79: Chart on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 80: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 81: Chart on South America - Year-over-year growth 2022-2027 (%)
• Exhibit 82: Data Table on South America - Year-over-year growth 2022-2027 (%)
• 9.7 Middle East and Africa - Market size and forecast 2022-2027
• Exhibit 83: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 84: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 85: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
• Exhibit 86: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)
• 9.8 US - Market size and forecast 2022-2027
• Exhibit 87: Chart on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 88: Data Table on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 89: Chart on US - Year-over-year growth 2022-2027 (%)
• Exhibit 90: Data Table on US - Year-over-year growth 2022-2027 (%)
• 9.9 Japan - Market size and forecast 2022-2027
• Exhibit 91: Chart on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 92: Data Table on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 93: Chart on Japan - Year-over-year growth 2022-2027 (%)
• Exhibit 94: Data Table on Japan - Year-over-year growth 2022-2027 (%)
• 9.10 Germany - Market size and forecast 2022-2027
• Exhibit 95: Chart on Germany - Market size and forecast 2022-2027 ($ billion)
• Exhibit 96: Data Table on Germany - Market size and forecast 2022-2027 ($ billion)
• Exhibit 97: Chart on Germany - Year-over-year growth 2022-2027 (%)
• Exhibit 98: Data Table on Germany - Year-over-year growth 2022-2027 (%)
• 9.11 China - Market size and forecast 2022-2027
• Exhibit 99: Chart on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 100: Data Table on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 101: Chart on China - Year-over-year growth 2022-2027 (%)
• Exhibit 102: Data Table on China - Year-over-year growth 2022-2027 (%)
• 9.12 Canada - Market size and forecast 2022-2027
• Exhibit 103: Chart on Canada - Market size and forecast 2022-2027 ($ billion)
• Exhibit 104: Data Table on Canada - Market size and forecast 2022-2027 ($ billion)
• Exhibit 105: Chart on Canada - Year-over-year growth 2022-2027 (%)
• Exhibit 106: Data Table on Canada - Year-over-year growth 2022-2027 (%)
• 9.13 Market opportunity by geography
• Exhibit 107: Market opportunity by geography ($ billion)
• Exhibit 108: Data Tables on Market opportunity by geography ($ billion)

10 Drivers, Challenges, and Trends

• 10.1 Market drivers
• 10.2 Market challenges
• 10.3 Impact of drivers and challenges
• Exhibit 109: Impact of drivers and challenges in 2022 and 2027
• 10.4 Market trends

11 Vendor Landscape

• 11.1 Overview
• 11.2 Vendor landscape
• Exhibit 110: Overview on Criticality of inputs and Factors of differentiation
• 11.3 Landscape disruption
• Exhibit 111: Overview on factors of disruption
• 11.4 Industry risks
• Exhibit 112: Impact of key risks on business

12 Vendor Analysis

• 12.1 Vendors covered
• Exhibit 113: Vendors covered
• 12.2 Market positioning of vendors
• Exhibit 114: Matrix on vendor position and classification
• 12.3 Accenture Plc
• Exhibit 115: Accenture Plc - Overview
• Exhibit 116: Accenture Plc - Business segments
• Exhibit 117: Accenture Plc - Key news
• Exhibit 118: Accenture Plc - Key offerings
• Exhibit 119: Accenture Plc - Segment focus
• 12.4 Alibaba Group Holding Ltd.
• Exhibit 120: Alibaba Group Holding Ltd. - Overview
• Exhibit 121: Alibaba Group Holding Ltd. - Business segments
• Exhibit 122: Alibaba Group Holding Ltd. - Key offerings
• Exhibit 123: Alibaba Group Holding Ltd. - Segment focus
• 12.5 Alphabet Inc.
• Exhibit 124: Alphabet Inc. - Overview
• Exhibit 125: Alphabet Inc. - Business segments
• Exhibit 126: Alphabet Inc. - Key news
• Exhibit 127: Alphabet Inc. - Key offerings
• Exhibit 128: Alphabet Inc. - Segment focus
• 12.6 Amazon.com Inc.
• Exhibit 129: Amazon.com Inc. - Overview
• Exhibit 130: Amazon.com Inc. - Business segments
• Exhibit 131: Amazon.com Inc. - Key news
• Exhibit 132: Amazon.com Inc. - Key offerings
• Exhibit 133: Amazon.com Inc. - Segment focus
• 12.7 Baidu Inc.
• Exhibit 134: Baidu Inc. - Overview
• Exhibit 135: Baidu Inc. - Business segments
• Exhibit 136: Baidu Inc. - Key offerings
• Exhibit 137: Baidu Inc. - Segment focus
• 12.8 Conversant Solutions LLC
• Exhibit 138: Conversant Solutions LLC - Overview
• Exhibit 139: Conversant Solutions LLC - Product / Service
• Exhibit 140: Conversant Solutions LLC - Key offerings
• 12.9 Dentsu Group Inc.
• Exhibit 141: Dentsu Group Inc. - Overview
• Exhibit 142: Dentsu Group Inc. - Business segments
• Exhibit 143: Dentsu Group Inc. - Key offerings
• Exhibit 144: Dentsu Group Inc. - Segment focus
• 12.10 International Business Machines Corp.
• Exhibit 145: International Business Machines Corp. - Overview
• Exhibit 146: International Business Machines Corp. - Business segments
• Exhibit 147: International Business Machines Corp. - Key news
• Exhibit 148: International Business Machines Corp. - Key offerings
• Exhibit 149: International Business Machines Corp. - Segment focus
• 12.11 Meta Platforms Inc.
• Exhibit 150: Meta Platforms Inc. - Overview
• Exhibit 151: Meta Platforms Inc. - Business segments
• Exhibit 152: Meta Platforms Inc. - Key offerings
• Exhibit 153: Meta Platforms Inc. - Segment focus
• 12.12 Microsoft Corp.
• Exhibit 154: Microsoft Corp. - Overview
• Exhibit 155: Microsoft Corp. - Business segments
• Exhibit 156: Microsoft Corp. - Key news
• Exhibit 157: Microsoft Corp. - Key offerings
• Exhibit 158: Microsoft Corp. - Segment focus
• 12.13 The Walt Disney Co.
• Exhibit 159: The Walt Disney Co. - Overview
• Exhibit 160: The Walt Disney Co. - Business segments
• Exhibit 161: The Walt Disney Co. - Key offerings
• Exhibit 162: The Walt Disney Co. - Segment focus
• 12.14 Thrive Internet Marketing Agency
• Exhibit 163: Thrive Internet Marketing Agency - Overview
• Exhibit 164: Thrive Internet Marketing Agency - Product / Service
• Exhibit 165: Thrive Internet Marketing Agency - Key offerings
• 12.15 Twitter Inc.
• Exhibit 166: Twitter Inc. - Overview
• Exhibit 167: Twitter Inc. - Product / Service
• Exhibit 168: Twitter Inc. - Key offerings
• 12.16 Verizon Communications Inc.
• Exhibit 169: Verizon Communications Inc. - Overview
• Exhibit 170: Verizon Communications Inc. - Business segments
• Exhibit 171: Verizon Communications Inc. - Key offerings
• Exhibit 172: Verizon Communications Inc. - Segment focus
• 12.17 Yahoo
• Exhibit 173: Yahoo - Overview
• Exhibit 174: Yahoo - Product / Service
• Exhibit 175: Yahoo - Key offerings

13 Appendix

• 13.1 Scope of the report
• 13.2 Inclusions and exclusions checklist
• Exhibit 176: Inclusions checklist
• Exhibit 177: Exclusions checklist
• 13.3 Currency conversion rates for US$
• Exhibit 178: Currency conversion rates for US$
• 13.4 Research methodology
• Exhibit 179: Research methodology
• Exhibit 180: Validation techniques employed for market sizing
• Exhibit 181: Information sources
• 13.5 List of abbreviations
• Exhibit 182: List of abbreviations