Online Advertising Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

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

Online Advertising Industry Overview

Online Advertising Market Summary
Study Period: 2018 - 2028
Fastest Growing Market: North America
Largest Market: North America
CAGR: 14.3 %

Major Players

Online Advertising Market Major Players

*Disclaimer: Major Players sorted in no particular order

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Online Advertising Market Analysis

The Online Advertising Market is expected to grow at a CAGR of 14.3% over the forecast period (2022 - 2027). 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 digital advertising but have also given rise to new advertising business models, new market levels, and players. Moreover, the increasing technological advancements coupled with increasing digital spending by enterprises are expected to drive the online advertisement market over the forecast period.

  • With over 3.5 billion search queries on Google, every day paid search, where Google or other search engines are paid to advertise content on SERPs (search engine results pages) for relevant keywords, is one of the most popular and effective types of online advertising. Industries that have been spending mostly on pay-per-click were retail, education, publishing, and travel. According to PowerTraffick, when it comes to pay-per-click investment on internet ads, businesses usually make double what they spend on Google ads. According to Google, search ads increase brand awareness by 80%. Additionally, 75% of people who find local, helpful information in search results are more likely to visit the physical store.
  • Moreover, AI-powered Optimization in advertising is increasing as the impact of advertising can be instantly gauged in online mode. The AI-powered tool can self-train to write blogs and update content. For instance, for content creation, Jarvis is an example of AI-powered software trained to generate original, creative content.
  • Additionally, there are different advertisements for mobile devices, including click-to-download, click-to-call, image text, and banner ads. Moreover, consumers widely prefer 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, the 6-second ad is increasingly gaining popularity on various social media platforms. According to new research by the Advertising Research Foundation, short-form, six-second ads on TV capture 8% to 11% more attention per second than longer ads.
  • On the contrary, the presence of ad blockers aimed at eliminating advertisements from users’ web pages might limit the growth of the global market for online advertising. Moreover, several companies are grappling with the problem of transitioning from desktop to smartphone ads. This might also impede market expansion.
  • The COVID-19 epidemic had a favorable impact on the market for online advertising. Lockdowns and work-from-home situations brought on by the epidemic fueled the expansion of the web advertising industry. Online portals and social networking sites drew more users, which led to a surge in online activity and streaming. Business owners review their marketing strategies in light of the COVID-19 pandemic and question whether now is the right time to post internet advertisements. As an illustration, approximately 24% of media buyers, planners, and companies halted ad expenditure until Q2 2020, according to a research from the Interactive Advertising Bureau. Nearly 46% of respondents also said they would change their ad spending within the same time period.

Online Advertising Industry Segments

Online advertising is a marketing strategy adopted by various organizations, which involves using the internet as a medium to obtain website traffic, target and deliver marketing messages to the right customers. The scope of the study is currently focused on Global Online advertising. The study tracks the key market parameters, underlying growth influencers, and major vendors operating in the industry. The study also tracks the impact of COVID-19 on the overall Online Advertising Market and its performance.

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

Advertising Format
Social Media
Search Engine
Video
Email
Other Advertising Formats
Platform
Mobile
Desktop and Laptop
Other Platforms
End-user Vertical
Automotive
Retail
Healthcare
BFSI
Telecom
Other End-user Verticals
Geography
North America
United States
Canada
Europe
United Kingdom
Germany
France
Spain
Italy
Netherlands
Poland
Rest of Europe
Asia Pacific
China
Japan
South Korea
India
Rest of Asia Pacific
Latin America
Middle East and Africa

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Online Advertising Market Trends

This section covers the major market trends shaping the Online Advertising Market according to our research experts:

Increasing Use of Mobile Devices and consumption of digital content

  • Digital advertising and mobile marketing are the new age marketing techniques that would drive businesses and integrate them into the Industrial Revolution 4.0. With a large number of SMEs shifting to online sales, increasing smartphone users, and a lack of on-ground events or exhibitions in the near future, it would provide the necessary advertising channels and prove to deliver a positive impact on the Online Advertising Market in due course of time.
  • Paid search enables companies to track the conversion, level of engagement, and click-through rate and track the return on investment (ROI) of a campaign to make adjustments. It is a flexible tool and a perfect one for this volatile market. In 2021, Facebook earned over 114 billion U.S. dollars in digital revenue through online advertising. During the same period of time, search market leader Google generated 209.5 billion U.S. dollars through digital advertising channels.
  • The marketing and advertising spend of companies are already shifting from the offline to the online space. Paid search is emerging as a great option for organizations for its cost-effectiveness and ability to adjust campaigns as and when needed. It is proving beneficial for both B2C and B2B segments. According to Zenith, in 2022, the total mobile advertising spending is projected to reach a record of 327.1 billion U.S. dollars worldwide. This figure marked an increase of 17.2 percent compared to the previous year, and according to the latest data, spending will amount to nearly 399.6 billion by 2024.
  • However, going forward, the shift of advertising budget from traditional marketing like print, and ATL-outdoor activities to digital and mobile marketing, would witness a rise with end-users preferring to consume content primarily on their mobile phones or TV, and social distancing, work-from-home possibly becoming the new normal. In other words, it is the means to reach the end-user who is consuming content primarily on the laptop, smartphone, or TV. Ad spending on the news, social chatting platforms, streaming TV, music, and games is increasing in the current period. Thus, a shift in the advertising budget from traditional marketing to digital and mobile marketing is expected.
  • For instance, as per FICCI, as of 2021, the revenue generated by digital advertising across India was valued at around 246 billion Indian rupees. That same year, India’s total advertising revenue was over 700 billion Indian rupees, and the country was ranked among the largest advertising markets across the world in terms of ad spending.
Online Advertising Market: Digital Advertising Revenue in India, in INR Billion, from 2018 to 2021

North America Occupies the Largest Market Share

  • Rapidly increasing investments associated with digital ads, particularly online advertisements, are expected to drive the market's growth in North America. The region is highly aware and mature in terms of smartphones and online activity, which creates a wide range of opportunities for advertisers. Additionally, the United States has a strong foothold on online advertising vendors, which contributes to the market's growth. Some of them include Google Inc., Microsoft Corporation, Twitter Inc., and Amazon.com.
  • Furthermore, Google is highly focused on launching new features aimed at helping advertisers use 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 the search results. Thus, this is expected to encourage companies to invest in ads, propelling the market growth, especially in the United States, over the forecast period.
  • Additionally, the gradual increase in smartphone penetration in the United States is likely to drive market growth. According to the Newzoo, The United States had one of the highest smartphone penetration rates in the world as of 2021, with 82.2 percent of the population using a smartphone.
  • Furthermore, e-commerce giants in the region, such as Amazon, have been investing heavily in the region to increase their market share. Many users in the United States are now searching for products more on Amazon than on Google, compelling advertisers to invest in online ads in the company. Companies, such as Facebook and Google, obtain most of their ad revenue from the North American region. Thus, owing to increasing social media usage and advertising expense, this region is expected to hold a prominent share in the market.
  • According to Interactive Advertising Bureau, the total online advertising revenue in the United States grew by 35.4 percent in 2021 compared to 2020, from 139.8 billion to 189.3 billion U.S. dollars. This is mainly due to the emergence of new channels and formats, including virtual and augmented reality, podcasts, and OTT content, as well as strong growth from existing channels.
Online Advertising Market - Growth Rate by Region (2022-2027)

Online Advertising Market Competitor Analysis

The Online Advertising Market is highly competitive, owing to the existence of various prominent players operating on a global scale. The market appears to be moderately concentrated, with significant players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Google LLC, Facebook Inc., and Twitter Inc. Some of the recent developments are:

  • May 2022 - Written Word Media announced the launch of Reader Reach Amazon Ads, an expansion of their existing Reader Reach Ads service for authors and publishers. Reader Reach is a data-driven full-service ads solution that offers an easy way for authors to run targeted ads for their books. The expansion to Amazon Ads enables authors to easily advertise to readers on Amazon in addition to the existing Reader Reach Facebook Ads service.
  • September 2021 - New attributes from Microsoft Advertising allow businesses to indicate their dedication to "responsibility, how the brand values align with the values of the customers, and how the brand is being inclusive," "Marketing with Purpose Business Attributes allows to communicate quickly and easily how the brand is 'for someone' allowing the brand to be authentic, a key attribute to building trust with customers. This initiative is exclusive to Microsoft Advertising and follows the lead the company has taken with its Marketing with Purpose playbook and course. The idea behind the initiative is to build a brand that's welcomed into people's lives by earning genuine trust, upholding their values, and inclusively advertising.

Online Advertising Market Top Players

  1. Google LLC

  2. Facebook Inc.

  3. Twitter Inc.

  4. Amazon.com Inc.

  5. Microsoft Corporation

*Disclaimer: Major Players sorted in no particular order

Online Advertising Market Concentration

Online Advertising Market Recent Developments

  • July 2022 - Netflix announced that they had selected Microsoft as the global advertising technology and sales partner. Microsoft has the proven ability to support all advertising needs as it works together to build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for the members.
  • June 2022 - InMobi, a leading provider of content, marketing, and monetization technologies that help businesses fuel growth, announced an expansion of its partnership with Microsoft Advertising to support enterprise and strategic advertisers in Southeast Asia, the Middle East, and Africa. InMobi will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and the mobile ad tech capability of InMobi’s advertising platforms.
  • May 2022 - Skai, an intelligent marketing platform, announced that it had achieved advanced partner status within Amazon Ads Partner Network. Skai has earned this recognition by demonstrating strong growth for its advertising clients, expertise, and engagement with Amazon Ads products.

Online Advertising Market Report - Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Overview

    2. 4.2 Industry Attractiveness - Porters Five Forces Analysis

      1. 4.2.1 Bargaining Power of Suppliers

      2. 4.2.2 Bargaining Power of Consumers

      3. 4.2.3 Threat of New Entrants

      4. 4.2.4 Intensity of Competitive Rivalry

      5. 4.2.5 Threat of Substitutes

    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 Industry Value Chain Analysis

    6. 4.6 Impact of COVID-19 on the Online Advertising Industry

      1. 4.6.1 Shift from traditional advertising to digital medium has witnessed considerable growth

      2. 4.6.2 Overall ad spending across major categories to witness a decline in 2020 due to falling revenues

      3. 4.6.3 Organizations looking at targeted advertising as a means to optimize spending

      4. 4.6.4 Impact of changing digital consumption behavior on the online advertising industry

  5. 5. ANALYSIS OF REVENUE ACCRUED BY THE MAJOR SOCIAL MEDIA PLATFORMS FROM ONLINE/DIGITAL ADVERTISING - FACEBOOK, GOOGLE, TWITTER, ETC.

  6. 6. MARKET SEGMENTATION

    1. 6.1 Advertising Format

      1. 6.1.1 Social Media

      2. 6.1.2 Search Engine

      3. 6.1.3 Video

      4. 6.1.4 Email

      5. 6.1.5 Other Advertising Formats

    2. 6.2 Platform

      1. 6.2.1 Mobile

      2. 6.2.2 Desktop and Laptop

      3. 6.2.3 Other Platforms

    3. 6.3 End-user Vertical

      1. 6.3.1 Automotive

      2. 6.3.2 Retail

      3. 6.3.3 Healthcare

      4. 6.3.4 BFSI

      5. 6.3.5 Telecom

      6. 6.3.6 Other End-user Verticals

    4. 6.4 Geography

      1. 6.4.1 North America

        1. 6.4.1.1 United States

        2. 6.4.1.2 Canada

      2. 6.4.2 Europe

        1. 6.4.2.1 United Kingdom

        2. 6.4.2.2 Germany

        3. 6.4.2.3 France

        4. 6.4.2.4 Spain

        5. 6.4.2.5 Italy

        6. 6.4.2.6 Netherlands

        7. 6.4.2.7 Poland

        8. 6.4.2.8 Rest of Europe

      3. 6.4.3 Asia Pacific

        1. 6.4.3.1 China

        2. 6.4.3.2 Japan

        3. 6.4.3.3 South Korea

        4. 6.4.3.4 India

        5. 6.4.3.5 Rest of Asia Pacific

      4. 6.4.4 Latin America

      5. 6.4.5 Middle East and Africa

  7. 7. COMPETITIVE LANDSCAPE

    1. 7.1 Company Profiles

      1. 7.1.1 Google LLC

      2. 7.1.2 Facebook, Inc

      3. 7.1.3 Microsoft Corporation

      4. 7.1.4 Twitter Inc.

      5. 7.1.5 Adobe Systems Inc.

      6. 7.1.6 Baidu, Inc.

      7. 7.1.7 Yahoo Inc.

      8. 7.1.8 IAC/InterActiveCorp

      9. 7.1.9 Amazon.com, Inc

    2. *List Not Exhaustive
  8. 8. INVESTMENT ANALYSIS

  9. 9. FUTURE OF THE MARKET

**Subject to Availability
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Online Advertising Market Research FAQs

The Online Advertising Market is studied from 2018 - 2028.

The Online Advertising Market is growing at a CAGR of 14.3% over the next 5 years.

North America is growing at the highest CAGR over 2018 - 2028.

North America holds highest share in 2021.

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

Online Advertising Industry Reports

In-depth industry statistics and market share insights of the Online Advertising sector for 2020, 2021, and 2022. The Online Advertising research report provides a comprehensive outlook of the market size and an industry growth forecast for 2023 to 2028. Available to download is a free sample file of the Online Advertising report PDF.

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