한글목차

온라인 광고 지출 시장(2024-2028년)

온라인 광고 지출 시장은 2023-2028년 2,445억 달러 규모로 확대될 것으로 예상되며, 예측 기간 동안 11.1%의 CAGR로 성장할 것으로 예상됩니다. 이 보고서는 온라인 광고 지출 시장에 대한 전반적인 분석, 시장 규모와 예측, 동향, 성장 촉진요인, 과제, 약 25개 벤더에 대한 벤더 분석 등의 정보를 전해드립니다.

이 보고서는 현재 시장 시나리오, 최신 동향 및 촉진요인, 전체 시장 환경에 대한 최신 분석을 제공합니다. 이 시장은 오프라인 광고 비용의 감소, 온라인 광고의 저비용화, 소셜 미디어의 광고 이용 증가에 의해 주도되고 있습니다.

이 보고서는 향후 몇 년간 온라인 광고 지출 시장의 성장을 주도할 주요 요인 중 하나로 온라인 동영상 및 커넥티드 TV(CTV) 광고의 성장을 꼽았습니다. 또한, 쿠키를 사용하지 않는 광고와 기하급수적으로 증가하는 실시간 입찰(RTB)이 시장의 큰 수요를 창출할 것으로 예상됩니다.

목차

제1장 주요 요약

• 시장 개요

제2장 Technavio에 의한 분석

• 가격 민감도·수명주기·고객 구입 바스켓·채용률·구입 기준 분석
• 인풋의 중요성과 차별화 요인
• 혼란 요인
• 성장 촉진요인과 과제의 영향

제3장 시장 상황

• 시장 생태계
• 시장의 특징
• 밸류체인 분석

제4장 시장 규모

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

제5장 시장 규모 실적

• 온라인 광고 지출 세계 시장(2018-2022년)
• 플랫폼별 분석(2018-2022년)
• 지역별 분석(2018-2022년)
• 국가별 분석(2018-2022년)

제6장 정성 분석

• AI의 영향 : 온라인 광고 지출 세계 시장

제7장 Five Forces 분석

• Five Forces 요약
• 구매자의 교섭력
• 공급 기업의 교섭력
• 신규 참여업체의 위협
• 대체품의 위협
• 경쟁의 위협
• 시장 상황

제8장 시장 세분화 : 플랫폼별

• 시장 부문
• 비교 : 플랫폼별
• 모바일 디바이스 : 시장 규모와 예측(2023-2028년)
• 데스크톱 : 시장 규모와 예측(2023-2028년)
• 시장 기회 : 플랫폼별

제9장 고객 상황

• 고객 상황 개요

제10장 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)
• 캐나다 : 시장 규모와 예측(2023-2028년)
• 중국 : 시장 규모와 예측(2023-2028년)
• 일본 : 시장 규모와 예측(2023-2028년)
• 인도 : 시장 규모와 예측(2023-2028년)
• 독일 : 시장 규모와 예측(2023-2028년)
• 한국 : 시장 규모와 예측(2023-2028년)
• 영국 : 시장 규모와 예측(2023-2028년)
• 프랑스 : 시장 규모와 예측(2023-2028년)
• 이탈리아 : 시장 규모와 예측(2023-2028년)
• 시장 기회 : 지역 상황별

제11장 촉진요인, 과제, 기회, 억제요인

• 시장 성장 촉진요인
• 시장 과제
• 성장 촉진요인과 과제의 영향
• 시장 기회·억제요인

제12장 경쟁 상황

• 개요
• 경쟁 상황
• 혼란 상황
• 업계 리스크

제13장 경쟁 분석

• 기업 개요
• 기업 순위 지수
• 기업의 시장 포지셔닝
• Alibaba Group Holding Ltd.
• Alphabet Inc.
• Amazon.com Inc.
• Baidu Inc.
• Dentsu Group Inc.
• Eniro AB
• Meta Platforms Inc.
• Microsoft Corp.
• The Interpublic Group of Companies Inc.
• X Corp.

제14장 부록

영문목차

Online Ad Spending Market 2024-2028

The online ad spending market is forecasted to grow by USD 244.5 bn during 2023-2028, accelerating at a CAGR of 11.1% during the forecast period. The report on the online ad spending 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 decline in offline ad spending, low cost of online advertising, and increasing use of social media for advertisement.

Technavio's online ad spending market is segmented as below:

By Platform

• Mobile devices
• Desktops

By Geographical Landscape

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

This study identifies the growth of online video and connected tv (CTV) advertising as one of the prime reasons driving the online ad spending market growth during the next few years. Also, advertising without cookies and exponentially rising real-time bidding (RTB) will lead to sizable demand in the market.

The report on the online ad spending market covers the following areas:

• Online Ad Spending Market sizing
• Online Ad Spending Market forecast
• Online Ad Spending 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 online ad spending market vendors that include Alibaba Group Holding Ltd., Alphabet Inc., Amazon.com Inc., Baidu Inc., Dentsu Group Inc., Digital Turbine Inc., Eniro AB, GroupM, Hakuhodo DY Media Partners Inc. Co. Ltd., InterActiveCorp, Meta Platforms Inc., Microsoft Corp., SXM Media, Tencent Holdings Ltd., The Interpublic Group of Companies Inc., Verizon Communications Inc., and X Corp.. Also, the online ad spending 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 primary and secondary research. 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 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 Platform
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
  • Overview on criticality of inputs and factors of differentiation
• 2.3 Factors of disruption
  • Overview on factors of disruption
• 2.4 Impact of drivers and challenges
  • Impact of drivers and challenges in 2023 and 2028

3 Market Landscape

• 3.1 Market ecosystem
  • Parent Market
  • Data Table on - Parent Market
• 3.2 Market characteristics
  • Market characteristics analysis
• 3.3 Value chain analysis
  • Value Chain Analysis

4 Market Sizing

• 4.1 Market definition
  • Offerings of companies included in the market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2023
• 4.4 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 (%)

5 Historic Market Size

• 5.1 Global Online Ad Spending Market 2018 - 2022
  • Historic Market Size - Data Table on Global Online Ad Spending Market 2018 - 2022 ($ billion)
• 5.2 Platform segment analysis 2018 - 2022
  • Historic Market Size - Platform Segment 2018 - 2022 ($ billion)
• 5.3 Geography segment analysis 2018 - 2022
  • Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• 5.4 Country segment analysis 2018 - 2022
  • Historic Market Size - Country Segment 2018 - 2022 ($ billion)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Online Ad Spending Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2023 and 2028
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2023 and 2028
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2023 and 2028
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2023 and 2028
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2023 and 2028
• 7.7 Market condition
  • Chart on Market condition - Five forces 2023 and 2028

8 Market Segmentation by Platform

• 8.1 Market segments
  • Chart on Platform - Market share 2023-2028 (%)
  • Data Table on Platform - Market share 2023-2028 (%)
• 8.2 Comparison by Platform
  • Chart on Comparison by Platform
  • Data Table on Comparison by Platform
• 8.3 Mobile devices - Market size and forecast 2023-2028
  • Chart on Mobile devices - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Mobile devices - Market size and forecast 2023-2028 ($ billion)
  • Chart on Mobile devices - Year-over-year growth 2023-2028 (%)
  • Data Table on Mobile devices - Year-over-year growth 2023-2028 (%)
• 8.4 Desktops - Market size and forecast 2023-2028
  • Chart on Desktops - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Desktops - Market size and forecast 2023-2028 ($ billion)
  • Chart on Desktops - Year-over-year growth 2023-2028 (%)
  • Data Table on Desktops - Year-over-year growth 2023-2028 (%)
• 8.5 Market opportunity by Platform
  • Market opportunity by Platform ($ billion)
  • Data Table on Market opportunity by Platform ($ billion)

9 Customer Landscape

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

10 Geographic Landscape

• 10.1 Geographic segmentation
  • Chart on Market share By Geographical Landscape 2023-2028 (%)
  • Data Table on Market share By Geographical Landscape 2023-2028 (%)
• 10.2 Geographic comparison
  • Chart on Geographic comparison
  • Data Table on Geographic comparison
• 10.3 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 (%)
• 10.4 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 (%)
• 10.5 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 (%)
• 10.6 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 (%)
• 10.7 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 (%)
• 10.8 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 (%)
• 10.9 Canada - Market size and forecast 2023-2028
  • Chart on Canada - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Canada - Market size and forecast 2023-2028 ($ billion)
  • Chart on Canada - Year-over-year growth 2023-2028 (%)
  • Data Table on Canada - Year-over-year growth 2023-2028 (%)
• 10.10 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 (%)
• 10.11 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 (%)
• 10.12 India - Market size and forecast 2023-2028
  • Chart on India - Market size and forecast 2023-2028 ($ billion)
  • Data Table on India - Market size and forecast 2023-2028 ($ billion)
  • Chart on India - Year-over-year growth 2023-2028 (%)
  • Data Table on India - Year-over-year growth 2023-2028 (%)
• 10.13 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 (%)
• 10.14 South Korea - Market size and forecast 2023-2028
  • Chart on South Korea - Market size and forecast 2023-2028 ($ billion)
  • Data Table on South Korea - Market size and forecast 2023-2028 ($ billion)
  • Chart on South Korea - Year-over-year growth 2023-2028 (%)
  • Data Table on South Korea - Year-over-year growth 2023-2028 (%)
• 10.15 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 (%)
• 10.16 France - Market size and forecast 2023-2028
  • Chart on France - Market size and forecast 2023-2028 ($ billion)
  • Data Table on France - Market size and forecast 2023-2028 ($ billion)
  • Chart on France - Year-over-year growth 2023-2028 (%)
  • Data Table on France - Year-over-year growth 2023-2028 (%)
• 10.17 Italy - Market size and forecast 2023-2028
  • Chart on Italy - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Italy - Market size and forecast 2023-2028 ($ billion)
  • Chart on Italy - Year-over-year growth 2023-2028 (%)
  • Data Table on Italy - Year-over-year growth 2023-2028 (%)
• 10.18 Market opportunity By Geographical Landscape
  • Market opportunity By Geographical Landscape ($ billion)
  • Data Tables on Market opportunity By Geographical Landscape ($ billion)

11 Drivers, Challenges, and Opportunity/Restraints

• 11.1 Market drivers
• 11.2 Market challenges
• 11.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2023 and 2028
• 11.4 Market opportunities/restraints

12 Competitive Landscape

• 12.1 Overview
• 12.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 12.3 Landscape disruption
  • Overview on factors of disruption
• 12.4 Industry risks
  • Impact of key risks on business

13 Competitive Analysis

• 13.1 Companies profiled
  • Companies covered
• 13.2 Company ranking index
  • Company ranking index
• 13.3 Market positioning of companies
  • Matrix on companies position and classification
• 13.4 Alibaba Group Holding Ltd.
  • Alibaba Group Holding Ltd. - Overview
  • Alibaba Group Holding Ltd. - Business segments
  • Alibaba Group Holding Ltd. - Key news
  • Alibaba Group Holding Ltd. - Key offerings
  • Alibaba Group Holding Ltd. - Segment focus
  • SWOT
• 13.5 Alphabet Inc.
  • Alphabet Inc. - Overview
  • Alphabet Inc. - Business segments
  • Alphabet Inc. - Key offerings
  • Alphabet Inc. - Segment focus
  • SWOT
• 13.6 Amazon.com Inc.
  • Amazon.com Inc. - Overview
  • Amazon.com Inc. - Business segments
  • Amazon.com Inc. - Key news
  • Amazon.com Inc. - Key offerings
  • Amazon.com Inc. - Segment focus
  • SWOT
• 13.7 Baidu Inc.
  • Baidu Inc. - Overview
  • Baidu Inc. - Business segments
  • Baidu Inc. - Key offerings
  • Baidu Inc. - Segment focus
  • SWOT
• 13.8 Dentsu Group Inc.
  • Dentsu Group Inc. - Overview
  • Dentsu Group Inc. - Business segments
  • Dentsu Group Inc. - Key offerings
  • Dentsu Group Inc. - Segment focus
  • SWOT
• 13.9 Eniro AB
  • Eniro AB - Overview
  • Eniro AB - Product / Service
  • Eniro AB - Key offerings
  • SWOT
• 13.10 Meta Platforms Inc.
  • Meta Platforms Inc. - Overview
  • Meta Platforms Inc. - Business segments
  • Meta Platforms Inc. - Key news
  • Meta Platforms Inc. - Key offerings
  • Meta Platforms Inc. - Segment focus
  • SWOT
• 13.11 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
  • SWOT
• 13.12 The Interpublic Group of Companies Inc.
  • The Interpublic Group of Companies Inc. - Overview
  • The Interpublic Group of Companies Inc. - Business segments
  • The Interpublic Group of Companies Inc. - Key offerings
  • The Interpublic Group of Companies Inc. - Segment focus
  • SWOT
• 13.13 X Corp.
  • X Corp. - Overview
  • X Corp. - Product / Service
  • X Corp. - Key offerings
  • SWOT

14 Appendix

• 14.1 Scope of the report
• 14.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 14.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 14.4 Research methodology
  • Research methodology
• 14.5 Data procurement
  • Information sources
• 14.6 Data validation
  • Data validation
• 14.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 14.8 Data synthesis
  • Data synthesis
• 14.9 360 degree market analysis
  • 360 degree market analysis
• 14.10 List of abbreviations
  • List of abbreviations