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市場調查報告書
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1287348

全球廣告市場:2023-2028年行業趨勢、佔有率、規模、成長、機會和預測

Global Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

出版日期: | 出版商: IMARC | 英文 111 Pages | 商品交期: 2-3個工作天內

價格

2022年,全球廣告市場規模達到6152億美元。展望未來,IMARC集團預計,到2028年,市場規模將達到8,349億美元,在2023-2028年期間,成長率(CAGR)為5.35%。

廣告指的是一種溝通方式,通過這種方式,各種品牌告知其產品或服務,並影響消費者的購買行為。它進一步幫助消費者了解即將發生的事件,發現新的產品或服務。隨著時間的推移,廣告商已經意識到移動設備作為一種媒介的潛力,幾乎可以在任何地方和任何時間接觸到個人或大眾觀眾。因此,廣告業已經從傳統媒體平台發展到線上和數位廣告。

在全球範圍內,媒體和娛樂的支出持續增加。這基本上表明,消費者用於獲取網際網路接入、訂閱報紙和雜誌、電視和廣播、以及影片遊戲和定期訪問電影院的支出能力在穩步上升。另一方面,廣告品牌和公司,從來沒有不吸引消費者的注意力,並不斷增加對廣告的投資,因為它對公司的生存至關重要。除此之外,在過去的幾年裡,移動廣告已經見證了指數級的成長,因為它已經成為一個具有成本效益的,方便的和高度針對性的溝通方式,為特定的移動用戶群體。此外,一些領先的廣告公司如今正大力投資於數位廣告,這為市場創造了一個積極的前景。

按類型分類:

電視

印刷品(報紙和雜誌)

廣播

戶外廣告

網際網路(搜索、展示、分類、影片)

手機

電影院

電視廣告目前在市場上占主導地位,佔據了整個市場的大部分佔有率。這可歸因於電視的普及,使其成為廣告的首選模式之一。

按地區細分:

北美洲

美國

加拿大

亞太地區

中國

日本

印度

韓國

澳大利亞

印尼

其他國家

歐洲

德國

法國

英國

義大利

西班牙

俄羅斯

其他國家

拉丁美洲

巴西

墨西哥

其他地區

中東和非洲

目前,北美洲佔有最大的市場佔有率。

競爭格局:

市場的競爭格局也有一個特點,那就是有許多大大小小的製造商在價格和品質方面進行競爭。在市場上經營的一些領先企業有

WPP Group PLC

奧姆尼康集團(Omnicom Group Inc.

陽獅集團(Publicis Groupe

Interpublic Group of Companies, Inc.

電通公司

本報告中回答的關鍵問題

1.2022年全球廣告市場的規模是多少?

2.2023-2028年,全球廣告市場的預期成長率是多少?

3.COVID-19對全球廣告市場的影響是什麼?

4.推動全球廣告市場的關鍵因素是什麼?

5.全球廣告市場在類型上的細分是什麼?

6.全球廣告市場的主要地區有哪些?

7.誰是全球廣告市場的主要參與者/公司?

目錄

第一章:前言

第二章:範圍和方法

  • 研究的目標
  • 利益相關者
  • 數據來源
    • 主要來源
    • 二級來源
  • 市場評估
    • 自下而上的方法
    • 自上而下的方法
  • 預測方法

第三章:執行摘要

第四章:全球廣告市場簡介

  • 當前和歷史的市場趨勢
  • COVID-19的影響
  • 各個細分市場的表現
  • 各個地區的表現
  • 主要參與者和他們的市場佔有率
  • 市場預測

第五章:全球廣告市場:行業表現

  • 全球電視廣告市場
    • 當前和歷史的市場趨勢
    • 各個細分市場的表現
    • 各個地區的表現
    • 主要行業的貢獻
    • 市場預測
  • 全球印刷廣告市場
    • 當前和歷史的市場趨勢
    • 報紙廣告市場
      • 當前和歷史的市場趨勢
      • 主要報紙:按讀者人數分類的表現
      • 市場預測
    • 雜誌廣告
      • 當前和歷史的市場趨勢
      • 主要雜誌:按讀者人數分類的表現
      • 市場預測
    • 主要行業的貢獻
    • 市場預測
  • 全球廣播廣告市場
    • 當前和歷史趨勢
    • 全球廣播廣告市場:各地區的表現
    • 主要行業的貢獻
    • 市場預測
  • 全球戶外廣告市場
    • 當前和歷史趨勢
    • 各地區的表現
    • 各個細分市場的表現
    • 主要行業的貢獻
    • 市場預測
  • 全球網際網路廣告市場
    • 當前和歷史趨勢
    • 各地區的表現
    • 搜索廣告市場
      • 當前和歷史趨勢
      • 市場預測
    • 顯示廣告市場
      • 當前和歷史趨勢
      • 市場預測
    • 分類廣告市場
      • 當前和歷史趨勢
      • 市場預測
    • 影片廣告市場
      • 當前和歷史趨勢
      • 市場預測
    • 主要行業的貢獻
    • 訪問量最大的網站
    • 市場預測
  • 全球移動廣告市場
    • 當前和歷史趨勢
    • 各地區的表現
    • 主要行業的貢獻
    • 市場預測
  • 全球影院廣告市場
    • 當前和歷史趨勢
    • 各地區的表現
    • 主要行業的貢獻
    • 市場預測

第六章:全球廣告市場:SWOT行業分析

  • 概述
  • 優勢
  • 劣勢
  • 機會
  • 威脅

第7章:全球廣告市場:價值鏈分析

  • 研究
  • 內容開發
  • 廣告公司
  • 廣告媒體
  • 受眾

第8章:全球廣告市場:波特的五力分析

  • 概述
  • 購買者的議價能力
  • 供應商的議價能力
  • 競爭程度
  • 新進入者的威脅
  • 替代品的威脅

第九章:全球廣告市場:主要廠商

  • WPP Group PLC
  • Omnicom Group Inc.
  • Publicis Groupe
  • The Interpublic Group of Companies, Inc.
  • Dentsu Inc.
Product Code: SR1623A46_Report

The global advertising market size reached US$ 615.2 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 834.9 Billion by 2028, exhibiting a growth rate (CAGR) of 5.35% during 2023-2028.

Advertising refers to a means of communication through which various brands inform about their product or service as well as influence the consumer buying behavior. It further aids consumers in learning about upcoming events and discovering new products or services. With time, the advertisers have realized the potential of mobile devices as a medium of reaching an individual or mass audience virtually from anywhere and at any time. As a result, the advertising industry has evolved from traditional media platforms to online and digital advertising.

There is a continual increase in the expenditure on media and entertainment across the globe. This essentially indicates to the steadily rising consumer expenditure capacity for acquiring internet access, subscribing to newspapers and magazines, and television and radio, along with video gaming and regular visits to movie theaters. Advertising brands and companies, on the other hand, have never failed to attract consumers' attention and have continuously increased their investments on advertising as it is essential for a company's survival. Apart from this, mobile advertising has witnessed exponential growth over the past few years as it has emerged as a cost-effective, convenient, and highly targeted way of communication for specific groups of mobile users. Moreover, several leading advertising agencies are nowadays significantly investing in digital advertising, which is creating a positive outlook for the market.

Breakup by Type:

Television

Print (Newspaper and Magazine)

Radio

Outdoor

Internet (Search, Display, Classified, Video)

Mobile

Cinema

Television advertising currently dominates the market, holding the majority of the overall market share. This can be attributed to the prevalence of televisions, which has made them one of the preferred modes of advertisement.

Breakup by Region:

North America

United States

Canada

Asia Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

At present, North America holds the largest market share.

Competitive Landscape:

The competitive landscape of the market has also been characterized by the presence of numerous small and large manufacturers who compete in terms of prices and quality. Some of the leading players operating in the market are:

WPP Group PLC

Omnicom Group Inc.

Publicis Groupe

The Interpublic Group of Companies, Inc.

Dentsu Inc.

Key Questions Answered in This Report

1. What was the size of the global advertising market in 2022?

2. What is the expected growth rate of the global advertising market during 2023-2028?

3. What has been the impact of COVID-19 on the global advertising market?

4. What are the key factors driving the global advertising market?

5. What is the breakup of the global advertising market based on the type?

6. What are the key regions in the global advertising market?

7. Who are the key players/companies in the global advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction to the Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Impact of COVID-19
  • 4.3 Performance of Various Segments
  • 4.4 Performance of Various Regions
  • 4.5 Key Players and their Market Shares
  • 4.6 Market Forecast

5 Global Advertising Market: Industry Performance

  • 5.1 Global Television Advertising Market
    • 5.1.1 Current and Historical Market Trends
    • 5.1.2 Performance of Various Segments
    • 5.1.3 Performance of Various Regions
    • 5.1.4 Contribution of Major Industries
    • 5.1.5 Market Forecast
  • 5.2 Global Print Advertising Market
    • 5.2.1 Current and Historical Market Trends
    • 5.2.2 Newspaper Advertising Market
      • 5.2.2.1 Current and Historical Market Trends
      • 5.2.2.2 Major Newspapers: Performance by Readership
      • 5.2.2.3 Market Forecast
    • 5.2.3 Magazine Advertising
      • 5.2.3.1 Current and Historical Market Trends
      • 5.2.3.2 Major Magazines: Performance by Readership
      • 5.2.3.3 Market Forecast
    • 5.2.4 Contribution of Major Industries
    • 5.2.5 Market Forecast
  • 5.3 Global Radio Advertising Market
    • 5.3.1 Current and Historical Trends
    • 5.3.2 Global Radio Advertising Market: Performance by Region
    • 5.3.3 Contribution of Major Industries
    • 5.3.4 Market Forecast
  • 5.4 Global Outdoor Advertising Market
    • 5.4.1 Current and Historical Trends
    • 5.4.2 Performance by Region
    • 5.4.3 Performance of Various Segments
    • 5.4.4 Contribution of Major Industries
    • 5.4.5 Market Forecast
  • 5.5 Global Internet Advertising Market
    • 5.5.1 Current and Historical Trends
    • 5.5.2 Performance of Various Regions
    • 5.5.3 Search Advertising Market
      • 5.5.3.1 Current and Historical Trends
      • 5.5.3.2 Market Forecast
    • 5.5.4 Display Advertising Market
      • 5.5.4.1 Current and Historical Trends
      • 5.5.4.2 Market Forecast
    • 5.5.5 Classified Advertising Market
      • 5.5.5.1 Current and Historical Trends
      • 5.5.5.2 Market Forecast
    • 5.5.6 Video Advertising Market
      • 5.5.6.1 Current and Historical Trends
      • 5.5.6.2 Market Forecast
    • 5.5.7 Contribution of Major Industries
    • 5.5.8 Most Visited Websites
    • 5.5.9 Market Forecast
  • 5.6 Global Mobile Advertising Market
    • 5.6.1 Current and Historical Trends
    • 5.6.2 Performance of Various Regions
    • 5.6.3 Contribution of Major Industries
    • 5.6.4 Market Forecast
  • 5.7 Global Cinema Advertising Market
    • 5.7.1 Current and Historical Trends
    • 5.7.2 Performance of Various Regions
    • 5.7.3 Contribution of Major Industries
    • 5.7.4 Market Forecast

6 Global Advertising Market: SWOT Industry Analysis

  • 6.1 Overview
  • 6.2 Strengths
  • 6.3 Weaknesses
  • 6.4 Opportunities
  • 6.5 Threats

7 Global Advertising Market: Value Chain Analysis

  • 7.1 Research
  • 7.2 Content Development
  • 7.3 Advertising Agency
  • 7.4 Advertising Media
  • 7.5 Audience

8 Global Advertising Market: Porter's Five Forces Analysis

  • 8.1 Overview
  • 8.2 Bargaining Power of Buyers
  • 8.3 Bargaining Power of Suppliers
  • 8.4 Degree of Competition
  • 8.5 Threat of New Entrants
  • 8.6 Threat of Substitutes

9 Global Advertising Market: Top Players

  • 9.1 WPP Group PLC
  • 9.2 Omnicom Group Inc.
  • 9.3 Publicis Groupe
  • 9.4 The Interpublic Group of Companies, Inc.
  • 9.5 Dentsu Inc.

List of Figures

  • Figure 1: Global: Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2022
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2017 & 2022
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2022
  • Figure 6: Global: Advertising Market: Share of Key Players (in %), 2022
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2028
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2028
  • Figure 10: Global: Television Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 11: Global: Television Advertising Market: Breakup by Segment (in %), 2022
  • Figure 12: Global: Television Advertising Market: Regional Breakup by Value (in Billion US$), 2022
  • Figure 13: Global: Television Advertising Market: Regional Breakup (in %), 2022
  • Figure 14: Global: Television Advertising Market: Breakup by Industries (in %), 2022
  • Figure 15: Global: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 16: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion US$), 2023-2028
  • Figure 17: Global: Print Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 18: Global: Print Advertising Market: Breakup by Segment (in %), 2017-2022
  • Figure 19: Global: Newspaper Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 20: Global: Circulation Revenue of Newspapers (in Billion US$), 2012 & 2019
  • Figure 21: Global: Newspaper Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 22: Global: Magazine Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 23: Global: Circulation Revenue of Magazines (in Billion US$), 2012 & 2019
  • Figure 24: Global: Magazine Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 25: Global: Print Advertising Market: Breakup by Industries (in %)
  • Figure 26: Global: Print Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 27: Global: Print Advertising Market Forecast: Breakup by Segment (in %), 2023-2028
  • Figure 28: Global: Radio Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 29: Global: Radio Advertising Market: Regional Breakup by Value (in Billion US$), 2022 & 2028
  • Figure 30: Global: Radio Advertising Market: Regional Breakup (in %), 2022
  • Figure 31: Global: Radio Advertising Market: Breakup by Industries (in %), 2022
  • Figure 32: Global: Radio Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 33: Global: Outdoor Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 34: Global: Outdoor Advertising Market: Regional Breakup by Value (in Billion US$), 2022 & 2028
  • Figure 35: Global: Outdoor Advertising Market: Breakup by Region (in %), 2022
  • Figure 36: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2022
  • Figure 37: Global: Outdoor Advertising Market: Breakup by Industries (in %), 2022
  • Figure 38: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 39: Global: Internet Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 40: Global: Internet Advertising Market: Breakup by Segment (in %), 2022
  • Figure 41: Global: Internet Advertising Market: Regional Breakup by Value (in Billion US$), 2022 & 2028
  • Figure 42: Global: Internet Advertising Market: Regional Breakup (in %), 2022
  • Figure 43: Global: Search Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 44: Global: Search Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 45: Global: Display Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 46: Global: Display Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 47: Global: Classified Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 48: Global: Classified Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 49: Global: Video Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 50: Global: Video Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 51: Global: Internet Advertising Market: Breakup by Industries (in %), 2022
  • Figure 52: Global: Internet Advertising Market: Most Visited Websites
  • Figure 53: Global: Internet Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 54: Global: Mobile Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 55: Global: Mobile Advertising Market: Breakup by Segment (in %), 2022
  • Figure 56: Global: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2022 & 2028
  • Figure 57: Global: Mobile Advertising Market: Regional Breakup (in %), 2022
  • Figure 58: Global: Mobile Advertising Market: Breakup by Industries (in %), 2022
  • Figure 59: Global: Mobile Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 60: Global: Cinema Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 61: Global: Cinema Advertising Market: Regional Breakup by Value (in Billion US$), 2022 & 2028
  • Figure 62: Global: Cinema Advertising Market: Regional Breakup (in %), 2022
  • Figure 63: Global: Cinema Advertising Market: Breakup by Industries (in %)

List of Tables

  • Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2017-2022
  • Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2023-2028
  • Table 3: Global: Newspaper Advertising Market: Top Newspapers by Circulation (in 000)
  • Table 4: Global: Magazine Advertising Market: Top Magazines by Readership (in Million)
  • Table 5: Global: Internet Advertising Market: Most Visited Websites