Cover Image
市場調查報告書

全球線上廣告市場現況シ預測 2015-2020年:程序化、RTB、搜尋、顯示、行動、社群網路、影像廣告

World Online Advertising Market - Programmatic - RTB - Search - Display - Mobile - Social Networking - Video: Markets at December 2015 & Forecasts to 2020

出版商 IDATE DigiWorld 商品編碼 310080
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
價格
Back to Top
全球線上廣告市場現況シ預測 2015-2020年:程序化、RTB、搜尋、顯示、行動、社群網路、影像廣告 World Online Advertising Market - Programmatic - RTB - Search - Display - Mobile - Social Networking - Video: Markets at December 2015 & Forecasts to 2020
出版日期: 2016年09月20日 內容資訊: 英文
簡介

本報告針對全球各種線上廣告市場進行調查、線上廣告收益變化與預測、主要技術、主要國家、主要企業分類詳細預測、受矚目的廣告技術動向、主要業者的合作、動向。

第1章 摘要整理

第2章 調查方法

第3章 焦點技術:RTB與定位

  • 快速指南:程序化廣告主要技術
  • RTB技術
  • RTB廣告市場:支援程序化 (自動) 系統的擴大
  • 完成程序化廣告的重覆定位也是重要的技術
  • Google、Facebook、Twitter:加入新顧客定位工具

第4章 社群、影像、行動:成功的公式?

  • 社群廣告:預計將特別於北美成長
  • Facebook (Instagram):形成社群廣告平台
  • Facebook、Instagram:積極的廣告
  • 全球OTT影像廣告市場:成長預測
  • 社群影像收視增加與廣告機會擴大
  • Facebook是新的YouTube
  • 行動:廣告收益最大促進因素
  • Facebook行動廣告收益緊追Google
  • 行動廣告收益擴大與應用程式商店收益

第5章 主要企業

  • 片斷且複雜的生態系統由知名者獨佔
  • Google:探索新收益改革廣告的主導者
  • Facebook:提升行動廣告收益超越他人的成功
  • Yahoo!:將度過不安定時期預計被Verizon收購
  • Microsoft:收購LinkedIn是否會改變其廣告策略?
  • Yahoo!、Microsoft的合作關係漸淡
  • Twitter:社群商業與體育直播擴大商業
  • Amazon、Apple:核心收益是廣告以外來源
  • 一部分的OTT服務業者:更依賴個人資料

第6章 線上廣告影響

  • 對應廣告阻擋功能、更多的網站採用收益回收
  • 使用者:願意接受反感程度內的廣告量

圖表

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄
Product Code: M16195B

The World Online Advertising market package includes:

  • a database with quantitative data on online advertising, the key market for monetization of personal data, up to 2020 for 15 countries (USA- UK -France -Germany -Italy -Spain -Japan -South Korea -China - Brazil - India - Russia - Turkey - South Africa - Switzerland), 7 zones and world consolidated. Six sub-segments are estimated for each country: search, display, mobile, programmatic, RTB, social networking and video.
  • a status report providing an analysis of key trends and technologies around personal data today (including privacy challenge, retargeting, VRM, regulation, new data measurement techniques, etc.) and also includes an overview of the world leaders and their KPIs (Google - Facebook - Yahoo! - Microsoft - Twitter - Amazon - Apple)

Table of Contents

1. Executive Summary

  • 1.1. Global online ad market to surpass 180 billion EUR by 2020, over a third from mobile
  • 1.2. A growing market largely dominated by Google and/or Facebook
  • 1.3. Programmatic advertising: the shift to automation in ad buying and selling
  • 1.4. Ad blocking on the increase, but not expected to impact “clean” advertising

2. Methodology

  • 2.1. List of indicators by country
  • 2.2. Sources

3. Technology focus: RTB and targeting

  • 3.1. Quick guide to the key technologies within programmatic advertising
  • 3.2. Focus on RTB technology
  • 3.3. RTB advertising market helping to push programmatic (automated) systems
  • 3.4. Re-targeting also an important technology, often combined within programmatic
  • 3.5. Google, Facebook and Twitter all launched new customer targeting tools

4. Social, video, mobile: the winning formula?

  • 4.1. Social ads expected to grow especially in North America
  • 4.2. Facebook and also..... Facebook (Instagram) form the platform for social ads
  • 4.3. Both Facebook and Instagram making strong inroads into advertising
  • 4.4. Global OTT video advertising market expected to grow
  • 4.5. Social video viewing on the increase, thus more opportunities for advertising
  • 4.6. Also worth noting Facebook is the new YouTube
  • 4.7. Mobile expected to be the biggest driver of advertising revenues
  • 4.8. Facebook has almost caught up with Google for mobile ad revenues
  • 4.9. Mobile ad revenue to increase in importance for app store revenues

5. Who are the main players?

  • 5.1. A fragmented, complicated ecosystem, but the familiar names dominate
  • 5.2. Google: King of advertising restructures in search of new revenues
  • 5.3. Facebook: unrivalled success in mobile advertising, boosting revenues
  • 5.4. Yahoo! Going through uncertain times, now to be acquired by Verizon
  • 5.5. Microsoft: will the LinkedIn acquisition change their ad strategy?
  • 5.6. The fading partnership between Yahoo! and Microsoft
  • 5.7. Twitter combining their social aspects with live sports to increase business
  • 5.8. Amazon and Apple; core revenues lie elsewhere, not in advertising
  • 5.9. Some OTT services are more reliant on personal data than others

6. How much of an impact will it have?

  • 6.1. In response to ad blocks, more websites are responding to recoup revenues
  • 6.2. Users are prepared to accept ads as long as they are not annoying

Report's figures

1. Executive Summary

  • Figure 1: Online advertising revenues worldwide and format breakdown, 2010-2020
  • Figure 2: Mobile advertising revenues worldwide and as a share of online adverting revenues
  • Figure 3: Global programmatic advertising revenues and their share of display advertising revenues, 2014-2020
  • Figure 4: Evolution of mobile ad block users
  • Figure 5: User survey on how they feel towards ad blocking

3. Technology focus

  • Figure 6: RTB provides real time bidding benefits within an ad exchange
  • Figure 7: The RTB technology process
  • Figure 8: Global RTB advertising revenues and their share of display advertising revenues, 2010-2020
  • Figure 9: Global RTB advertising revenues by region, 2010-2020
  • Figure 10: The retargeting technology process

4. Social, video, mobile

  • Figure 11: Global social networking advertising revenues and their share of total online advertising revenues, 2010-2020
  • Figure 12: Global social networking advertising revenues, by region, 2010-2020
  • Figure 13: Average monthly hours spent on social mobile apps
  • Figure 14: World map of social networks, and also of those in second place
  • Figure 15: Google and Facebook referral traffic
  • Figure 16: Instagram impressions through Brand Networks Platforms, 2015
  • Figure 17: Global OTT video advertising revenues and their share of total online advertising revenues, 2010-2020
  • Figure 18: Global OTT video advertising revenues by region, 2010-2020
  • Figure 19: Number of video posts by brands
  • Figure 20: Mobile advertising revenues worldwide and as a share of online advertising revenues, 2010-2020
  • Figure 21: Global mobile advertising revenues, by region, 2010-2020
  • Figure 22: Player shares of online advertising revenue, 2015
  • Figure 23: Player shares of mobile advertising revenue, 2015
  • Figure 24: Worldwide Mobile App Store Revenue format breakdown, 2010-2020

5. Who are the main players?

  • Figure 25: The online display advertising ecosystem
  • Figure 26: Google total and ads revenue breakdown, 2009-2015
  • Figure 27: Facebook total and ads revenue breakdown, 2009-2015
  • Figure 28: Share of advertising revenue between fixed and mobile, 2012-2015
  • Figure 29: Evolution of Yahoo! advertising revenues, 2009-2015
  • Figure 30: Evolution of Microsoft advertising revenues, 2009-2015
  • Figure 31: Evolution of Twitter advertising revenues, 2011-2015

Database trackers

Access

Fixed

  • Internet subscribers (millions)
  • Annual growth rate
  • Internet density

Mobile

  • Mobile subscribers (millions)
  • Annual growth rate
  • Mobile density

    Internet usages

Fixed

  • Fixed Internet users (millions)
  • Annual growth rate
  • Fixed Internet penetration

Mobile

  • Mobile Internet users (millions)
  • Annual growth rate
  • Mobile Internet penetration (% among mobile subscribers)

Advertising revenues

Online & total media advertising revenues

  • Online advertising revenues (million EUR)
    • Annual growth rate
  • Online advertising revenues by advertising format
    • Display revenues (million EUR)
      • o/w Programmatic
      • o/w RTB
    • Search marketing and assimilated revenues (million EUR)
    • Other online advertising revenues (million EUR)
  • Total online advertising revenues (% share of format)
    • % Display
    • % Search marketing and assimilated
    • % Other

Advertising revenues breakdown (included in above online revenues)

  • Mobile advertising revenues (million EUR)
    • Annual growth rate (%)
    • Share of mobile advertising revenues over online ad revenues
  • Social networking advertising revenues (million EUR)
    • Annual growth rate (%)
  • OTT video advertising revenues (million EUR)
    • Annual growth rate (%)

Database geographical coverage

Zones

  • World
  • EU 5
  • EU28
  • Asia Pacific
  • North America
  • Latin America
  • Middle East-Africa

Countries

  • Brazil
  • China
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Russia
  • South Africa
  • South Korea
  • Spain
  • Switzerland
  • Turkey
  • UK
  • USA
Back to Top