Online Advertising Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Online Advertising Market is Segmented by Ad Format (Social Media, Search Engine, and Video), Platform (Mobile, Desktop, and Laptop), End-user Vertical (Automotive, Healthcare, and Retail), and Geography.

Market Snapshot

Online Advertising Market
Study Period: 2018 - 2026
Base Year: 2020
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 21.6 %

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Market Overview

The Online Advertising Market was valued at USD 304.0 billion in 2019 and is expected to reach USD 982.82 billion by 2025, at a CAGR of 21.6% over the forecast period 2020 - 2025. The increasing technological advancements coupled with increasing digital spending by enterprises is expected to drive the online advertisement market over the forecast period.

  • Over the years, technological developments regarding the internet, combined with its increasing commercial use and the rapidly growing number of internet users worldwide, have not only shaped the evolution of online advertising and produced different forms of digital advertising, but have also given rise to new advertising business models and new market levels and players.
  • Additionally, for mobile devices, there are different types of advertisements, including click to download, click to call, image text, and banner ads. Moreover, the consumers are widely preferring smartphone devices over laptops or desktops, owing to convenience and portability. Similar operations can be performed on the former, owing to which mobile platforms are expected to grow lucratively.
  • Moreover, 6-second ad is increasingly gaining popularity on various social media platforms. Short-form, six-second ads on TV capture 8% to 11% more attention per second than longer ads, according to new research by the Advertising Research Foundation.
  • The COVID-19 pandemic is having a big impact on various industries, and digital advertising is not an exception. With the COVID-19 pandemic, business owners are assessing their marketing efforts and wondering whether if it is the best time to run online ads.For instance, According to a recent report by the Interactive Advertising Bureau, almost 24% of media buyers, planners, and brands paused ad spending until Q2 2020. While nearly 46% indicated they would adjust their ad spending across the same period. As most end users are now operating online with digital gadgets and uncertainity of pandemmic to end, many organization are planning to shift their advertizing investment on digital platform.

Scope of the Report

Online advertising is a marketing strategy adopted by various organizations, which involves the use of the internet as a medium to obtain website traffic, and target and deliver marketing messages to the right customers.

Social Media
Search Engine
Other Advertising Formats
Desktop and Laptop
Other Platforms
End-user Industry
Other End-user Verticals
North America
Rest of Europe
Asia Pacific
South Korea
Rest of Asia Pacific
Latin America
Middle East and Africa

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Key Market Trends

Video Format to Witness High Growth

  • With the introduction of new platforms and formats, the possibilities of video marketing are expanding. While spending on traditional television advertising is declining, digital video market spending is increasing. According to the Interactive Advertising Bureau (IAB), most of the expenses are allocated to mobile and desktop advertising, amounting to almost two-thirds of the total advertising budget for video ads.
  • Wyzowl’s study in the field of video marketing shows that digital video is one of the main trends of 2020. Moreover, video ads capture the attention of the audience better than any other type of ad. According to the study conducted by HubSpot in 2017, 54% of people wanted to see more video content from a brand they support. Those people are also 85% more likely to purchase after viewing a product video.
  • According to Videology, a video advertising platform, it was found that 46% of the digital video ads viewed within the first quarter of 2018 were in the length of 15 seconds. Additionally, the share of the cross screen in the number of digital video ad campaigns in the United States in the 1st quarter of 2018 was 98%.
  • Moreover, According to FreeWheel, A Comcast Company, a provider of comprehensive ad platforms, Entertainment and Media, and Consumer packaged goods accounted for 19% and 15% of video ad views, respectively. in the Q42018.

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North America Occupies the Largest Market Share

  • Rapidly increasing investments associated with digital ads, particularly, online advertisements, are expected to drive the growth of the market studied in North America. Also, the region is highly aware and matured, in terms of smartphones and online activity, which creates many opportunities for advertisers.
  • Additionally, the United States has a strong foothold of online advertising vendors, which contributes to the growth of the market. Some of them include Google Inc., Microsoft Corporation, Twitter, Inc., and, among others.
  • In July 2020, Google launched new features aimed at helping advertisers using the company's services to make their products stand out in web search results and on other platforms. One of the new features from the company lets Google Search users configure their ads in a manner that has Google fetch relevant images from the advertiser's online materials and include those images within search results.
  • Advertisers in the cryptocurrency industry recently faced a throughout ban from Google to advertise their platform. However, with the increasing applications of diverse cryptocurrency in several industries and associated regulations, Google reversed the ban on cryptocurrency-related advertising in the United States in September 2018.

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Competitive Landscape

The online advertising market is highly competitive, owing to the presence of many large players in the market operating on a global scale. The market appears to be moderately concentrated, with major players adopting key strategies, like mergers and acquisitions, and service innovation. Some of the major players in the market are Google LLC, Facebook Inc., Twitter Inc., among others.

  • April 2020-, the leading social advertising automation platform for creative and performance marketers, today announced new innovative capabilities to its Pinterest solution. In close partnership with Pinterest, advanced its offering on the platform to enable brands to innovate and connect with customers in entirely new ways.
  • October 2020 - Microsoft Advertising introduced multi-factor authentication in Microsoft Advertising online. The company is now extending the rollout of multi-factor authentication to all users who sign in through a third-party application that uses the Microsoft Advertising API.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Impact of COVID-19 on the Online Advertising Industry

      1. 4.2.1 The shift from traditional advertising to digital medium has witnessed considerable growth

      2. 4.2.2 Overall ad spending across major categories to witness a decline in 2020 due to falling revenues

      3. 4.2.3 Organizations looking at targeted advertising as a means to optimize spending

      4. 4.2.4 Impact of changing digital consumption behavior on the online advertising industry

    3. 4.3 Market Drivers

      1. 4.3.1 Ongoing shift from Traditional to Online Advertising

      2. 4.3.2 Increasing Use of Mobile Devices and consumption of digital content

      3. 4.3.3 Emergence of novel advertising techniques coupled with growing trend of mobile apps-based advertising

    4. 4.4 Market Restraints

      1. 4.4.1 Operational complexities and concerns over effectiveness of communication in mature end-user industries due to presence of incumbents

    5. 4.5 Value Chain Analysis

    6. 4.6 Porters Five Force Analysis

      1. 4.6.1 Threat of New Entrants

      2. 4.6.2 Bargaining Power of Buyers/Consumers

      3. 4.6.3 Bargaining Power of Suppliers

      4. 4.6.4 Threat of Substitute Products

      5. 4.6.5 Intensity of Competitive Rivalry


    1. 5.1 Format

      1. 5.1.1 Social Media

      2. 5.1.2 Search Engine

      3. 5.1.3 Video

      4. 5.1.4 Email

      5. 5.1.5 Other Advertising Formats

    2. 5.2 Platform

      1. 5.2.1 Mobile

      2. 5.2.2 Desktop and Laptop

      3. 5.2.3 Other Platforms

    3. 5.3 End-user Industry

      1. 5.3.1 Automotive

      2. 5.3.2 Retail

      3. 5.3.3 Healthcare

      4. 5.3.4 BFSI

      5. 5.3.5 Telecom

      6. 5.3.6 Other End-user Verticals

    4. 5.4 Geography

      1. 5.4.1 North America

        1. US

        2. Canada

      2. 5.4.2 Europe

        1. UK

        2. Germany

        3. France

        4. Spain

        5. Italy

        6. Netherlands

        7. Poland

        8. Rest of Europe

      3. 5.4.3 Asia Pacific

        1. China

        2. Japan

        3. South Korea

        4. India

        5. Rest of Asia Pacific

      4. 5.4.4 Latin America

      5. 5.4.5 Middle East and Africa


    1. 6.1 Company Profiles

      1. 6.1.1 Google LLC

      2. 6.1.2 Facebook, Inc

      3. 6.1.3 Microsoft Corporation

      4. 6.1.4 Twitter Inc.

      5. 6.1.5 Adobe Systems Inc.

      6. 6.1.6 Baidu, Inc.

      7. 6.1.7 Yahoo Inc.

      8. 6.1.8 IAC/InterActiveCorp

      9. 6.1.9, Inc

    2. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Online Advertising Market market is studied from 2018 - 2026.

The Online Advertising Market is growing at a CAGR of 21.6% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

Google LLC, Facebook Inc., Twitter Inc., Inc., Microsoft Corporation are the major companies operating in Online Advertising Market.

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