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市場調查報告書

網路廣告的全球市場 - 搜尋引擎行銷、顯示廣告、分類廣告、行動、影片、客戶開發、多元媒體的預測與分析

Online Advertising Market by Search Engine Marketing, Display Advertising, Classifieds, Mobile, Video, Lead Generation, Rich Media - Global Advancements, Forecasts & Analysis (2014 - 2019)

出版商 MarketsandMarkets 商品編碼 310126
出版日期 內容資訊 英文 192 Pages
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網路廣告的全球市場 - 搜尋引擎行銷、顯示廣告、分類廣告、行動、影片、客戶開發、多元媒體的預測與分析 Online Advertising Market by Search Engine Marketing, Display Advertising, Classifieds, Mobile, Video, Lead Generation, Rich Media - Global Advancements, Forecasts & Analysis (2014 - 2019)
出版日期: 2014年08月06日 內容資訊: 英文 192 Pages
簡介

行銷不論在任何組織中皆扮演了重要的角色,其中針對目標客群有效凸顯自家公司的廣告與品牌宣傳,是在市場上獲得成功之不可或缺的手段。過去廣告主要是以報紙與雜誌等平面媒體為中心散佈,然而對於目標客群的接觸率低下卻又很貴,能否有效接觸目標客群也很難說。隨著網路的發展,資訊技術與廣告策略也不斷進化,網路廣告不但有較為優秀的客戶接觸度,其低廉的價格也被視為行銷策略的主要戰力而崛起。

本報告聚焦於網路廣告的全球市場,以2014到2019年的期間為對象,依搜尋引擎行銷、顯示廣告、分類廣告、行動、影片、客戶開發、多元媒體等領域以及地區不同,分別預測這段期間內的交易金額變動之外,影響市場發展的因素、競爭環境、主要企業等內容也同時調查分析並彙整呈現如後。

第1章 前言

  • 調查目的
  • 報告內容
  • 對像市場
  • 利益關係人
  • 調查方法
    • 重要數據
    • 調查資料之三角交叉分析以及市場預測
    • 預測的前提

第2章 實施摘要

  • 總體市場規模

第3章 市場概要

  • 市場的定義
  • 市場發展史
  • 市場區隔
  • 市場動態
    • 促進因素
      • 從平面媒體到網路媒體的轉換
      • 通信技術的進步
      • 上網時間
    • 抑制因素與挑戰
      • 出版社與廣告主之間相互理解的缺乏
      • 柔軟性的問題
    • 機會
      • 行動應用程式的廣告媒體化
      • 社交媒體
      • 影片廣告、影片串流
    • 促進與抑制因素、機會的影響程度分析
  • 價值鏈

第4章 網路廣告市場:市場規模與預測 - 依格式分類

  • 概要
  • 搜尋引擎行銷
  • 顯示廣告
  • 分類廣告
  • 行動廣告
  • 數位影片廣告
  • 客戶開發
  • 多元媒體
  • 其他

第5章 網路廣告市場:市場規模與預測 - 依產業分類

  • 概要
  • 汽車
  • 銀行、金融服務、保險(BFSI)
  • 日用雜貨(CPG)
  • 教育
  • 醫療
  • 工業
  • 媒體、娛樂產業
  • 零售
  • 電子通信、資訊技術應用服務(ITES)
  • 運輸、旅行
  • 其他

第6章 網路廣告市場:市場規模與預測 - 依地區分類

  • 概要
  • 北美
  • 歐洲
  • 亞洲
  • 中東、非洲
  • 中南美

第7章 網路廣告市場:市場環境

  • 生態系
  • 市場機會分析
  • 終端用戶分析
    • 網路使用者的增加
    • 智慧型手機的普及
    • 高度的意識

第8章 企業檔案(概要、產品與服務、策略與構想、事業發展M&M評論等*

  • Amazon.Com, Inc.
  • AOL, Inc.
  • Baidu
  • Facebook
  • Google
  • IAC
  • Linkedin
  • Microsoft
  • Twitter
  • Yahoo

* 關於非上市公司:括號內的詳細項目並未全數包含,請見諒。

目錄
Product Code: TC 2620

Advertising emerged as one of the key elements of marketing strategies for any organization. Earlier, print media was the one and only medium to reach customers at large. With time, technology evolved and so the advertising market space. Advertisers now want new mediums which can provide higher levels of reach with low costs associated. This is the time when online advertising market evolved. Online advertising proved to be a better communication medium for advertisers.

As the penetration of Internet or accessibility of Internet increased for advertisers, it became easy to reach prospective customers online. There are several online advertising formats such as search engine marketing, digital video, mobile applications, and classifieds among others. These formats varied in terms of cost and reach. Search engine marketing is the oldest format, which still accounts for the largest market share. Later, advertisers started using other formats. The adoption of these other formats was primarily driven by evolution of communication technologies and smartphone adoption. The primary reason behind the adoption of online advertising was to optimize cost and increase the number of Leads generated.

Google, Facebook, LinkedIn, and Yahoo are some of the prominent players which are providing reliable advertising formats to the advertisers. Factors which are responsible for driving high growth in this market are increased Internet usage/penetration, adoption of smartphones and mobile devices, and evolution of communication technologies. MarketsandMarkets forecasts the global online advertising market to grow from $125.82 billion in 2014 to $220.38 billion by 2019. Over the next 5 years, this market is expected to experience high traction in Asia-Pacific (APAC), Latin America (LA), and the Middle East and Africa (MEA) regions.

For the market sizing and forecasting, several assumptions have been taken into consideration such as economic, regulatory, and technological. For instance, exchange rates, one of the economic factors, are expected to have a moderate rating of impact on this market. Therefore, dollar fluctuations are expected to not seriously affect the forecasts in the emerging APAC regions.

The report will help the market leaders/new entrants in this market in the following ways:

  • 1. This report will provide a comprehensive look in the global online advertising market in terms of formats. Market numbers are further split across verticals and regions.
  • 2. The report will provide insights to the vendors about positioning themselves and their competitors and will help them to understand opportunities in other industry verticals and regions.
  • 3. The report helps the vendors to understand the pulse of the market. It provides information on key market drivers, restraints, challenges, and opportunities.

Table of Contents

1. Introduction

  • 1.1. Objectives
  • 1.2. Report Description
  • 1.3. Markets Covered
  • 1.4. Stakeholders
  • 1.5. Research Methodology
    • 1.5.1. Key Data
    • 1.5.2. Data Triangulation & Market Forecasting
  • 1.6. Forecast Assumptions

2. Executive Summary

  • 2.1. Overall Market Size

3. Market Overview

  • 3.1. Market Definition
  • 3.2. Market Evolution
  • 3.3. Market Segmentation
  • 3.4. Market Dynamics
    • 3.4.1. Drivers
      • 3.4.1.1. Shift From Print Media to Online Advertising
      • 3.4.1.2. Evolution of Communication Technology
      • 3.4.1.3. Time Spent Online
    • 3.4.2. Restraints & Challenges
      • 3.4.2.1. Lack of Communication Between Publisher & Advertiser
      • 3.4.2.2. Flexibility Issues
    • 3.4.3. Opportunities
      • 3.4.3.1. Advertising Through Mobile Applications
      • 3.4.3.2. Social Media
      • 3.4.3.3. Video Advertising/Video Streaming
    • 3.4.4. Impact Analysis of DROS
  • 3.5. Value Chain

4. Online Advertising Market: Market Size & Forecast By Format

  • 4.1. Overview
  • 4.2. Search Engine Marketing
    • 4.2.1. Market Size & Forecast
  • 4.3. Display Advertising
    • 4.3.1. Market Size & Forecast
  • 4.4. Classifieds
    • 4.4.1. Market Size & Forecast
  • 4.5. Mobile Advertising
    • 4.5.1. Market Size & Forecast
  • 4.6. Digital Video Advertising
    • 4.6.1. Market Size & Forecast
  • 4.7. Lead Generation
    • 4.7.1. Market Size & Forecast
  • 4.8. Rich Media
    • 4.8.1. Market Size & Forecast
  • 4.9. Others
    • 4.9.1. Market Size & Forecast

5. Online Advertising Market: Market Size & Forecats By Vertical

  • 5.1. Overview
  • 5.2. Automotive
    • 5.2.1. Market Size & Forecast By Format
    • 5.2.2. Market Size & Forecast By Region
  • 5.3. Banking, Financial Services, & Insurance (BFSI)
    • 5.3.1. Market Size & Forecast By Format
    • 5.3.2. Market Size & Forecast By Region
  • 5.4. Consumer Packaged Goods (CPG)
    • 5.4.1. Market Size & Forecast By Format
    • 5.4.2. Market Size & Forecast By Region
  • 5.5. Education
    • 5.5.1. Market Size & Forecast By Format
    • 5.5.2. Market Size & Forecast By Region
  • 5.6. Healthcare
    • 5.6.1. Market Size & Forecast By Format
    • 5.6.2. Market Size & Forecast By Region
  • 5.7. Industrial
    • 5.7.1. Market Size & Forecast By Format
    • 5.7.2. Market Size & Forecast By Region
  • 5.8. Media & Entertainment
    • 5.8.1. Market Size & Forecast By Format
    • 5.8.2. Market Size & Forecast By Region
  • 5.9. Retail
    • 5.9.1. Market Size & Forecast By Format
    • 5.9.2. Market Size & Forecast By Region
  • 5.10. Telecommunication & Information Technology-Enabled Services (ITES)
    • 5.10.1. Market Size & Forecast By Format
    • 5.10.2. Market Size & Forecast By Region
  • 5.11. Transport & Tourism
    • 5.11.1. Market Size & Forecast By Format
    • 5.11.2. Market Size & Forecast By Region
  • 5.12. Others
    • 5.12.1. Market Size & Forecast By Format
    • 5.12.2. Market Size & Forecast By Region

6. Online Advertising Market: Market Size & Forecast By Region

  • 6.1. Overview
    • 6.1.1. Parfait Chart
  • 6.2. North America (NA)
    • 6.2.1. Market Size & Forecast By Vertical
  • 6.3. Europe
    • 6.3.1. Market Size & Forecast By Vertical
  • 6.4. Asia-Pacific (Apac)
    • 6.4.1. Market Size & Forecast By Vertical
  • 6.5. Middle East & Africa (Mea)
    • 6.5.1. Market Size & Forecast By Vertical
  • 6.6. Latin America (La)
    • 6.6.1. Market Size & Forecast

7. Online Advertising Market: Market Landscape

  • 7.1. Ecosystem
  • 7.2. Market Opportunity Analysis
  • 7.3. End User Analysis
    • 7.3.1. Increase in Internet Users
    • 7.3.2. Smartphone Adoption
    • 7.3.3. High Level of Awareness

8. Company Profiles (Overview, Products & Services, Strategies & Insights, Developments and MNM View)*

  • 8.1. Amazon.Com, Inc.
  • 8.2. Aol, Inc.
  • 8.3. Baidu
  • 8.4. Facebook
  • 8.5. Google
  • 8.6. IAC
  • 8.7. Linkedin
  • 8.8. Microsoft
  • 8.9. Twitter
  • 8.10. Yahoo

*Details on Overview, Products & Services, Strategies & Insights, Developments and MNM View Might Not Be Captured in Case of Unlisted Companies.

List of Tables

  • Table 1: Online Advertising Market Size, 2014-2019 ($Billion, Y-O-Y %)
  • Table 2: Online Advertising Market Size, By Format, 2014-2019 ($Billion)
  • Table 3: Online Advertising Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 4: Search Engine Market Size, By Vertical, 2014-2019 ($Billion)
  • Table 5: Search Engine Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 6: Display Advertising Market, By Vertical, 2014-2019 ($Billion)
  • Table 7: Display Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 8: Classified Advertising Market Size, By Vertical, 2014-2019 ($Million)
  • Table 9: Classified Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 10: Mobile Advertising Market Size, By Vertical, 2014-2019 ($Billion)
  • Table 11: Mobile Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 12: Digital Video Advertising Market Size, By Vertical, 2014-2019 ($Million)
  • Table 13: Digital Video Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 14: Lead Generation Market Size, By Vertical, 2014-2019 ($Million)
  • Table 15: Lead Generation Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 16: Rich Media Advertising Market Size, By Vertical, 2014-2019 ($Million)
  • Table 17: Rich Media Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 18: Others Market Size, By Vertical, 2014-2019 ($Million)
  • Table 19: Others Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 20: Online Advertising Market, By Vertical, 2014-2019 ($Billion)
  • Table 21: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 22: Automotive Market Size, By Format, 2014-2019 ($Million)
  • Table 23: Automotive Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 24: Automotive Market Size, By Region, 2014-2019 ($Million)
  • Table 25: Automotive Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 26: BFSI Market Size, By Format, 2014-2019 ($Million)
  • Table 27: BFSI Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 28: BFSI Market Size, By Region, 2014-2019 ($Billion)
  • Table 29: BFSI Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 30: CPG Market Size, By Format, 2014-2019 ($Million)
  • Table 31: CPG Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 32: CPG Market Size, By Region, 2014-2019 ($Million)
  • Table 33: CPG Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 34: Education Market Size, By Format, 2014-2019 ($Million)
  • Table 35: Education Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 36: Education Market Size, By Region, 2014-2019 ($Million)
  • Table 37: Education Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 38: Healthcare Market Size, By Format, 2014-2019 ($Million)
  • Table 39: Healthcare Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 40: Healthcare Market Size, By Region, 2014-2019 ($Million)
  • Table 41: Healthcare Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 42: Industrial Market Size, By Format, 2014-2019 ($Million)
  • Table 43: Industrial Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 44: Industrial Market Size, By Region, 2014-2019 ($Million)
  • Table 45: Industrial Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 46: Media & Entertainment Market Size, By Format, 2014-2019 ($Million)
  • Table 47: Media & Entertainment Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 48: Media & Entertainment Market Size, By Region, 2014-2019 ($Million)
  • Table 49: Media & Entertainment Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 50: Retail Market Size, By Format, 2014-2019 ($Million)
  • Table 51: Retail Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 52: Retail Market Size, By Region, 2014-2019 ($Million)
  • Table 53: Retail Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 54: Telecommunication & ITES Market Size, By Format, 2014-2019 ($Million)
  • Table 55: Telecommunication & ITES Market Size, By Format, 2014-2019 ($Million)
  • Table 56: Telecommunication & ITES Market Size, By Region, 2014-2019 ($Million)
  • Table 57: Telecommunication & ITES Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 58: Transport & Tourism Market Size, By Format, 2014-2019 ($Million)
  • Table 59: Transport & Tourism Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 60: Transport & Tourism Market Size, By Region, 2014-2019 ($Million)
  • Table 61: Transport & Tourism Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 62: Others Market Size, By Format, 2014-2019 ($Million)
  • Table 63: Others Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Table 64: Others Market Size, By Region, 2014-2019 ($Million)
  • Table 65: Others Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 66: Online Advertising Market Size, By Region, 2014-2019 ($Billion)
  • Table 67: Online Advertising Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Table 68: North America: Online Advertising Market Size, By Vertical, 2014-2019 ($Billion)
  • Table 69: North America: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 70: Europe: Online Advertising Market Size, By Vertical, 2014-2019 ($Billion)
  • Table 71: Europe: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 72: Asia-Pacific: Online Advertising Market Size, By Vertical, 2014-2019 ($Million)
  • Table 73: Asia-Pacific: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 74: Middle East and Africa: Online Advertising Market Size, By Vertical, 2014-2019 ($Million)
  • Table 75: Middle East and Africa: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Table 76: Latin America: Online Advertising Market Size, By Vertical, 2014-2019 ($Million)
  • Table 77: Latin America: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)

List of Figures

  • Figure 1: Online Advertising Market: Research Methodology
  • Figure 2: Online Advertising Market: Data Triangulation
  • Figure 3: Online Advertising Market Size, 2014-2019 ($Billion)
  • Figure 4: Online Advertising: Market Segmentation, By Format
  • Figure 5: Online Advertising: Market Segmentation, By Vertical
  • Figure 6: Online Advertising: Market Segmentation, By Region
  • Figure 7: Online Advertising Market: Time Impact Analysis of DROS
  • Figure 8: Online Advertising Market: Value Chain
  • Figure 9: Online Advertising Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 10: Search Engine Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 11: Display Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 12: Classified Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 13: Mobile Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 14: Digital Video Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 15: Lead Generation Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 16: Rich Media Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 17: Others Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 18: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 19: Automotive Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 20: Automotive Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 21: BFSI Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 22: BFSI Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 23: CPG Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 24: CPG Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 25: Education Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 26: Education Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 27: Healthcare Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 28: Healthcare Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 29: Industrial Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 30: Industrial Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 31: Media & Entertainment Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 32: Media & Entertainment Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 33: Retail Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 34: Retail Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 35: Telecommunication & ITES Market Size, By Format, 2014-2019 ($Million)
  • Figure 36: Telecommunication & ITES Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 37: Transport & Tourism Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 38: Transport & Tourism Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 39: Others Market Growth, By Format, 2014-2019 (Y-O-Y %)
  • Figure 40: Others Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 41: Online Advertising Market Growth, By Region, 2014-2019 (Y-O-Y %)
  • Figure 42: Online Advertising Market: Parfait Chart
  • Figure 43: North America: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 44: Europe: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 45: Asia-Pacific: Online Advertising Market Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 46: Middle East and Africa: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 47: Latin America: Online Advertising Market Growth, By Vertical, 2014-2019 (Y-O-Y %)
  • Figure 48: Online Advertising Market: Ecosystem
  • Figure 49: Online Advertising Market: Opportunity Plot
  • Figure 50: Aol: Swot Analysis
  • Figure 51: Facebook: Swot Analysis
  • Figure 52: Google: Swot Analysis
  • Figure 53: Microsoft: Swot Analysis
  • Figure 54: Yahoo: Swot Analysis
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