한글목차

디지털 동영상 광고 시장은 2023-2028년간 5,276억 달러 확대되고, 예측 기간 동안 48.05%의 연평균 복합 성장률(CAGR)로 성장할 것으로 예상됩니다.

본 보고서에서는 디지털 동영상 광고 시장에 대한 전반적인 분석, 시장 규모 및 예측, 동향, 성장 촉진요인, 과제, 약 25개 벤더를 대상으로 한 벤더 분석 등을 수록했습니다.

현재의 시장 시나리오, 최신 동향 및 성장요인, 전체 시장 환경에 대한 최신 분석을 제공합니다. 인앱 광고의 확대, 모바일 컴퓨팅 기기의 보급 확대, 디지털 네이티브 광고의 인지도 향상 등이 시장을 주도하고 있습니다.

이 보고서는 향후 몇 년동안 디지털 동영상 광고 시장의 성장을 주도할 주요 요인 중 하나로 온라인 동영상 및 CTV 광고에 대한 지출 증가를 꼽았습니다. 또한 진화하는 현대 소비자층과 수요, 오프라인 광고 지출의 감소는 시장의 큰 수요로 이어질 것입니다.

목차

제1장 주요 요약

• 시장 개요

제2장 시장 구도

• 시장 생태계
• 시장 특징
• 밸류체인 분석

제3장 시장 규모 평가

• 시장의 정의
• 시장 부문 분석
• 시장 규모(2023년)
• 시장 전망(2023-2028년)

제4장 시장 규모 실적

• 세계의 디지털 동영상 광고 시장(2018-2022년)
• 최종사용자별 부문 분석(2018-2022년)
• 유형별 부문 분석(2018-2022년)
• 지역별 부문 분석(2018-2022년)
• 국가별 부문 분석(2018-2022년)

제5장 Five Forces 분석

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

제6장 시장 세분화 : 최종사용자별

• 시장 세분화
• 비교 : 최종사용자별
• 소매 : 시장 규모와 예측(2023-2028년)
• 소비재 및 전자기기 : 시장 규모와 예측(2023-2028년)
• 미디어 및 엔터테인먼트 : 시장 규모와 예측(2023-2028년)
• 자동차 : 시장 규모와 예측(2023-2028년)
• 기타 : 시장 규모와 예측(2023-2028년)
• 시장 기회 : 최종사용자별

제7장 시장 세분화 : 유형별

• 시장 세분화
• 비교 : 유형별
• 데스크톱 : 시장 규모와 예측(2023-2028년)
• 모바일 : 시장 규모와 예측(2023-2028년)
• 시장 기회 : 유형별

제8장 고객 상황

• 고객 상황 개요

제9장 지역별 상황

• 지역별 세분화
• 지역별 비교
• 북미 : 시장 규모와 예측(2023-2028년)
• 아시아태평양 : 시장 규모와 예측(2023-2028년)
• 유럽 : 시장 규모와 예측(2023-2028년)
• 남미 : 시장 규모와 예측(2023-2028년)
• 중동 및 아프리카 : 시장 규모와 예측(2023-2028년)
• 미국 : 시장 규모와 예측(2023-2028년)
• 중국 : 시장 규모와 예측(2023-2028년)
• 영국 : 시장 규모와 예측(2023-2028년)
• 독일 : 시장 규모와 예측(2023-2028년)
• 일본 : 시장 규모와 예측(2023-2028년)
• 시장 기회 : 지역 상황별

제10장 성장 촉진요인, 과제, 기회 및 억제요인

• 시장 성장 촉진요인
• 시장이 해결해야 할 과제
• 성장 촉진요인과 과제의 영향
• 시장 기회 및 성장 억제요인

제11장 경쟁 구도

• 개요
• 경쟁 구도
• 혼란 상황
• 업계 리스크

제12장 경쟁 분석

• 기업 개요
• 기업의 시장 포지셔닝
• Advertise.com Inc.
• Alphabet Inc.
• ByteDance Ltd.
• Longtail Ad Solutions Inc.
• Magnite Inc.
• Meta Platforms Inc.
• Microsoft Corp.
• Pinterest Inc.
• PubMatic Inc.
• Snap Inc.
• Tencent Holdings Ltd.
• Tremor International Ltd.
• Twitter Inc.
• Verizon
• Viant Technology LLC

제13장 부록

영문목차

The digital video advertising market is forecasted to grow by USD 527.6 bn during 2023-2028, accelerating at a CAGR of 48.05% during the forecast period. The report on the digital video 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 growing in-app advertising, increasing penetration of mobile computing devices, and growing awareness about digital native advertising.

Technavio's digital video advertising market is segmented as below:

By End-user

• Retail
• Consumer goods and electronics
• Media and entertainment
• Automotive
• Others

By Type

• Desktop
• Mobile

By Geographical Landscape

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

This study identifies the increased spending on online video and ctv advertising as one of the prime reasons driving the digital video advertising market growth during the next few years. Also, evolving modern consumer demographics and demands and decline in offline ad spending will lead to sizable demand in the market.

The report on the digital video advertising market covers the following areas:

• Digital video advertising market sizing
• Digital video advertising market forecast
• Digital video 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 digital video advertising market vendors that include Advertise.com Inc., Alphabet Inc., ByteDance Ltd., Digital Turbine Inc., Kargo Global Inc., Longtail Ad Solutions Inc., Magnite Inc., MediaMath Inc., Meta Platforms Inc., Microsoft Corp., Pinterest Inc., PubMatic Inc., Snap Inc., Tencent Holdings Ltd., Tremor International Ltd., Twitter Inc., Vdopia Inc., Verizon, Viant Technology LLC, and Vireo Video Inc.. Also, the digital video 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
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market By Geographical Landscape
  • Executive Summary - Chart on Market Segmentation by End-user
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Market Landscape

• 2.1 Market ecosystem
  • Parent Market
  • Data Table on - Parent Market
• 2.2 Market characteristics
  • Market characteristics analysis
• 2.3 Value chain analysis
  • Value Chain Analysis

3 Market Sizing

• 3.1 Market definition
  • Offerings of companies included in the market definition
• 3.2 Market segment analysis
  • Market segments
• 3.3 Market size 2023
• 3.4 Market outlook: Forecast for 2023-2028
  • Chart on Global - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Global - Market size and forecast 2023-2028 ($ billion)
  • Chart on Global Market: Year-over-year growth 2023-2028 (%)
  • Data Table on Global Market: Year-over-year growth 2023-2028 (%)

4 Historic Market Size

• 4.1 Global Digital Video Advertising Market 2018 - 2022
  • Historic Market Size - Data Table on Global Digital Video Advertising Market 2018 - 2022 ($ billion)
• 4.2 End-user segment analysis 2018 - 2022
  • Historic Market Size - End-user Segment 2018 - 2022 ($ billion)
• 4.3 Type segment analysis 2018 - 2022
  • Historic Market Size - Type Segment 2018 - 2022 ($ billion)
• 4.4 Geography segment analysis 2018 - 2022
  • Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• 4.5 Country segment analysis 2018 - 2022
  • Historic Market Size - Country Segment 2018 - 2022 ($ billion)

5 Five Forces Analysis

• 5.1 Five forces summary
  • Five forces analysis - Comparison between 2023 and 2028
• 5.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2023 and 2028
• 5.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• 5.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2023 and 2028
• 5.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2023 and 2028
• 5.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2023 and 2028
• 5.7 Market condition
  • Chart on Market condition - Five forces 2023 and 2028

6 Market Segmentation by End-user

• 6.1 Market segments
  • Chart on End-user - Market share 2023-2028 (%)
  • Data Table on End-user - Market share 2023-2028 (%)
• 6.2 Comparison by End-user
  • Chart on Comparison by End-user
  • Data Table on Comparison by End-user
• 6.3 Retail - Market size and forecast 2023-2028
  • Chart on Retail - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Retail - Market size and forecast 2023-2028 ($ billion)
  • Chart on Retail - Year-over-year growth 2023-2028 (%)
  • Data Table on Retail - Year-over-year growth 2023-2028 (%)
• 6.4 Consumer goods and electronics - Market size and forecast 2023-2028
  • Chart on Consumer goods and electronics - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Consumer goods and electronics - Market size and forecast 2023-2028 ($ billion)
  • Chart on Consumer goods and electronics - Year-over-year growth 2023-2028 (%)
  • Data Table on Consumer goods and electronics - Year-over-year growth 2023-2028 (%)
• 6.5 Media and entertainment - Market size and forecast 2023-2028
  • Chart on Media and entertainment - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Media and entertainment - Market size and forecast 2023-2028 ($ billion)
  • Chart on Media and entertainment - Year-over-year growth 2023-2028 (%)
  • Data Table on Media and entertainment - Year-over-year growth 2023-2028 (%)
• 6.6 Automotive - Market size and forecast 2023-2028
  • Chart on Automotive - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Automotive - Market size and forecast 2023-2028 ($ billion)
  • Chart on Automotive - Year-over-year growth 2023-2028 (%)
  • Data Table on Automotive - Year-over-year growth 2023-2028 (%)
• 6.7 Others - Market size and forecast 2023-2028
  • Chart on Others - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Others - Market size and forecast 2023-2028 ($ billion)
  • Chart on Others - Year-over-year growth 2023-2028 (%)
  • Data Table on Others - Year-over-year growth 2023-2028 (%)
• 6.8 Market opportunity by End-user
  • Market opportunity by End-user ($ billion)
  • Data Table on Market opportunity by End-user ($ billion)

7 Market Segmentation by Type

• 7.1 Market segments
  • Chart on Type - Market share 2023-2028 (%)
  • Data Table on Type - Market share 2023-2028 (%)
• 7.2 Comparison by Type
  • Chart on Comparison by Type
  • Data Table on Comparison by Type
• 7.3 Desktop - Market size and forecast 2023-2028
  • Chart on Desktop - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Desktop - Market size and forecast 2023-2028 ($ billion)
  • Chart on Desktop - Year-over-year growth 2023-2028 (%)
  • Data Table on Desktop - Year-over-year growth 2023-2028 (%)
• 7.4 Mobile - Market size and forecast 2023-2028
  • Chart on Mobile - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Mobile - Market size and forecast 2023-2028 ($ billion)
  • Chart on Mobile - Year-over-year growth 2023-2028 (%)
  • Data Table on Mobile - Year-over-year growth 2023-2028 (%)
• 7.5 Market opportunity by Type
  • Market opportunity by Type ($ billion)
  • Data Table on Market opportunity by Type ($ billion)

8 Customer Landscape

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

9 Geographic Landscape

• 9.1 Geographic segmentation
  • Chart on Market share By Geographical Landscape 2023-2028 (%)
  • Data Table on Market share By Geographical Landscape 2023-2028 (%)
• 9.2 Geographic comparison
  • Chart on Geographic comparison
  • Data Table on Geographic comparison
• 9.3 North America - Market size and forecast 2023-2028
  • Chart on North America - Market size and forecast 2023-2028 ($ billion)
  • Data Table on North America - Market size and forecast 2023-2028 ($ billion)
  • Chart on North America - Year-over-year growth 2023-2028 (%)
  • Data Table on North America - Year-over-year growth 2023-2028 (%)
• 9.4 APAC - Market size and forecast 2023-2028
  • Chart on APAC - Market size and forecast 2023-2028 ($ billion)
  • Data Table on APAC - Market size and forecast 2023-2028 ($ billion)
  • Chart on APAC - Year-over-year growth 2023-2028 (%)
  • Data Table on APAC - Year-over-year growth 2023-2028 (%)
• 9.5 Europe - Market size and forecast 2023-2028
  • Chart on Europe - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Europe - Market size and forecast 2023-2028 ($ billion)
  • Chart on Europe - Year-over-year growth 2023-2028 (%)
  • Data Table on Europe - Year-over-year growth 2023-2028 (%)
• 9.6 South America - Market size and forecast 2023-2028
  • Chart on South America - Market size and forecast 2023-2028 ($ billion)
  • Data Table on South America - Market size and forecast 2023-2028 ($ billion)
  • Chart on South America - Year-over-year growth 2023-2028 (%)
  • Data Table on South America - Year-over-year growth 2023-2028 (%)
• 9.7 Middle East and Africa - Market size and forecast 2023-2028
  • Chart on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
  • Chart on Middle East and Africa - Year-over-year growth 2023-2028 (%)
  • Data Table on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• 9.8 US - Market size and forecast 2023-2028
  • Chart on US - Market size and forecast 2023-2028 ($ billion)
  • Data Table on US - Market size and forecast 2023-2028 ($ billion)
  • Chart on US - Year-over-year growth 2023-2028 (%)
  • Data Table on US - Year-over-year growth 2023-2028 (%)
• 9.9 China - Market size and forecast 2023-2028
  • Chart on China - Market size and forecast 2023-2028 ($ billion)
  • Data Table on China - Market size and forecast 2023-2028 ($ billion)
  • Chart on China - Year-over-year growth 2023-2028 (%)
  • Data Table on China - Year-over-year growth 2023-2028 (%)
• 9.10 UK - Market size and forecast 2023-2028
  • Chart on UK - Market size and forecast 2023-2028 ($ billion)
  • Data Table on UK - Market size and forecast 2023-2028 ($ billion)
  • Chart on UK - Year-over-year growth 2023-2028 (%)
  • Data Table on UK - Year-over-year growth 2023-2028 (%)
• 9.11 Germany - Market size and forecast 2023-2028
  • Chart on Germany - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
  • Chart on Germany - Year-over-year growth 2023-2028 (%)
  • Data Table on Germany - Year-over-year growth 2023-2028 (%)
• 9.12 Japan - Market size and forecast 2023-2028
  • Chart on Japan - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Japan - Market size and forecast 2023-2028 ($ billion)
  • Chart on Japan - Year-over-year growth 2023-2028 (%)
  • Data Table on Japan - Year-over-year growth 2023-2028 (%)
• 9.13 Market opportunity By Geographical Landscape
  • Market opportunity By Geographical Landscape ($ billion)
  • Data Tables on Market opportunity By Geographical Landscape ($ billion)

10 Drivers, Challenges, and Opportunity/Restraints

• 10.1 Market drivers
• 10.2 Market challenges
• 10.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2023 and 2028
• 10.4 Market opportunities/restraints

11 Competitive Landscape

• 11.1 Overview
• 11.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 11.3 Landscape disruption
  • Overview on factors of disruption
• 11.4 Industry risks
  • Impact of key risks on business

12 Competitive Analysis

• 12.1 Companies profiled
  • Companies covered
• 12.2 Market positioning of companies
  • Matrix on companies position and classification
• 12.3 Advertise.com Inc.
  • Advertise.com Inc. - Overview
  • Advertise.com Inc. - Product / Service
  • Advertise.com Inc. - Key offerings
• 12.4 Alphabet Inc.
  • Alphabet Inc. - Overview
  • Alphabet Inc. - Business segments
  • Alphabet Inc. - Key offerings
  • Alphabet Inc. - Segment focus
• 12.5 ByteDance Ltd.

ByteDance Ltd. - Overview

ByteDance Ltd. - Product / Service

ByteDance Ltd. - Key offerings

• 12.6 Longtail Ad Solutions Inc.
  • Longtail Ad Solutions Inc. - Overview
  • Longtail Ad Solutions Inc. - Product / Service
  • Longtail Ad Solutions Inc. - Key offerings
• 12.7 Magnite Inc.
  • Magnite Inc. - Overview
  • Magnite Inc. - Product / Service
  • Magnite Inc. - Key offerings
• 12.8 Meta Platforms Inc.
  • Meta Platforms Inc. - Overview
  • Meta Platforms Inc. - Product / Service
  • Meta Platforms Inc. - Key news
  • Meta Platforms Inc. - Key offerings
• 12.9 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
• 12.10 Pinterest Inc.
  • Pinterest Inc. - Overview
  • Pinterest Inc. - Product / Service
  • Pinterest Inc. - Key news
  • Pinterest Inc. - Key offerings
• 12.11 PubMatic Inc.
  • PubMatic Inc. - Overview
  • PubMatic Inc. - Business segments
  • PubMatic Inc. - Key offerings
  • PubMatic Inc. - Segment focus
• 12.12 Snap Inc.
  • Snap Inc. - Overview
  • Snap Inc. - Product / Service
  • Snap Inc. - Key offerings
• 12.13 Tencent Holdings Ltd.
  • Tencent Holdings Ltd. - Overview
  • Tencent Holdings Ltd. - Business segments
  • Tencent Holdings Ltd. - Key news
  • Tencent Holdings Ltd. - Key offerings
  • Tencent Holdings Ltd. - Segment focus
• 12.14 Tremor International Ltd.
  • Tremor International Ltd. - Overview
  • Tremor International Ltd. - Product / Service
  • Tremor International Ltd. - Key offerings
• 12.15 Twitter Inc.
  • Twitter Inc. - Overview
  • Twitter Inc. - Product / Service
  • Twitter Inc. - Key offerings
• 12.16 Verizon
  • Verizon - Overview
  • Verizon - Business segments
  • Verizon - Key news
  • Verizon - Key offerings
  • Verizon - Segment focus
• 12.17 Viant Technology LLC
  • Viant Technology LLC - Overview
  • Viant Technology LLC - Product / Service
  • Viant Technology LLC - Key news
  • Viant Technology LLC - Key offerings

13 Appendix

• 13.1 Scope of the report
• 13.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 13.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 13.4 Research methodology
  • Research methodology
• 13.5 Data procurement
  • Information sources
• 13.6 Data validation
  • Data validation
• 13.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 13.8 Data synthesis
  • Data synthesis
• 13.9 360 degree market analysis
  • 360 degree market analysis
• 13.10 List of abbreviations
  • List of abbreviations