The report titled “US Online Advertising Market Outlook To 2025 – By
Medium (Desktop and Mobile), By Type (Search, Social Media, Display, Video,
Audio, and Others), By Sectors (Retail, Automotive, Financial Services,
Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics &
Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), By
Pricing Model (Performance, Cost per Mile and Hybrid) and By Ad Buyers (Direct
and Agencies)” provides a comprehensive analysis of the US Digital
Advertising Industry. The report covers various aspects including the
introduction of the online advertisement market, value chain, market size,
and segmentation by advertisement expenditure, comparative landscape, growth
drivers, trends and developments, issues and challenges in the market, successful
digital ad campaigns, customer profiling and the regulatory framework
of the industry. The report concludes with market projections for future
described above and analyst recommendations highlighting the major
opportunities and cautions for the US online advertisement market.
US Online Advertising
Market Size and Overview
The digital advertising market has
experienced exponential growth over the last few years. The shortcomings of
traditional advertising mediums including lack of traceability and
targeting have stimulated the shift towards digital advertising mediums. The
rising internet and smartphone penetration in the country, as well as
the rapid adoption of social media in the country among all age-groups, have
been the primary factors propelling the consistent double-digit growth of the
digital advertising industry in the country.
The introduction of varied new
ad-formats, as well as the adoption of technologies such as Machine
Learning and Artificial Intelligence to improve the targeting and measurability of
digital ads, has made digital advertising a preferred medium. Owing to these
factors, the industry witnessed a double-digit CAGR of 20.2% over the
review period 2013-2018.
US Online Advertising
Market Segmentation
By Medium (Mobile and
desktop): Due
to the increasing penetration of smartphones and tablets in the country, mobile
medium received a greater share in the digital advertising expenditure in 2018.
The widespread use of social media through mobile devices has also propelled
the shift towards mobile advertising.
By Type of Advertising
(Search, Social Media, Display, Video, Audio, and Others)
Search advertising accounted for the
highest share in the industry owing to the rise of keywords based advertising
on not just search engines but also e-commerce platforms. Social media
advertising received the second-highest digital ad spending followed by the
display, video, audio and other types of ads. Social media advertising
showcased the fastest growth due to the introduction of new ad
formats such as shoppable ads, influencer marketing and
more.
By Ad Buyers (Agencies
and Direct): Majority
of the ad-buying took place through advertising agencies in 2018. Direct ad
buying by brands accounted for a meager share in the digital advertising market
due to the lack of in-house talent and requisite technologies by advertisers.
By Sectors (Retail,
Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer
Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media,
Entertainment and Others): The retail sector dominated the digital advertising
market in terms of advertising expenditure. The review period saw a rise in
e-commerce spending in the country which led to a rise in digital spending by
the retail sector. Other sectors including Automotive, Financial Services,
Telecommunications, and Leisure Travel also contributed a significant share to
the total digital advertising expenditure.
By Pricing Model
(Performance, Cost per Mile and Hybrid): The performance models
including CPA, CPC among others received the maximum digital
advertising expenditure in the country in 2018 as advertisers in the
US are concerned about the measurability of the ads and
hence prefer action-based models. The CPM model also saw a rise over the review
period among advertisers aiming to widen their reach.
Comparative Landscape in
the US Online Advertising Market: There are a large number of
advertising agencies operating in the US Online Advertising Market. The top
five holding companies including WPP, Omnicom Group, Interpublic Group of
Companies, Publicis Groupe and Dentsu Inc dominated the market in 2018 in terms
of billings. These companies own most of the major advertising agencies in the
country. These agencies compete on various parameters such as pricing of the
services offered (average hourly rate), minimum project size, service
portfolio, major clientele, and flexibility. The supply side of the digital
advertising market, on the other hand, is dominated by the duopoly of Google
(including YouTube) and Facebook (including Instagram).
US Online Advertising
Market Future Outlook and Projections
The digital advertising
expenditure is expected to surpass the traditional advertising owing
to the spurring smartphone and internet penetration among the
population in the US. The introduction of 5G internet
technologies is expected to be one of the major growth drivers
impacting the market as advertisers are now likely to adopt new ad formats due
to better internet infrastructure and speed. Adoption of new technologies such
as Artificial Intelligence, Augmented & Virtual Reality to improve the
targeting, measurability, and efficiency of internet ads are further
expected to positively impact digital advertising the market in the country.
Key
Segments Covered:-
By
Type (On the Basis of Ad Expenditure)
Digital Advertising Market
Traditional Advertising Market
By
Medium (On the Basis of Ad Expenditure)
Desktop Advertising
Mobile Advertising
By
Type of Advertisement (On the Basis of Ad Expenditure)
Search Advertising
Social Media Advertising
Display Advertising
Video Advertising
Audio Advertising
Other Advertising (Native Advertising,
Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and
more)
By
Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)
Social Media Advertising
Facebook
Instagram
Others
Search Advertising
Google
Yahoo & Bing
Amazon
Others
Video Advertising
YouTube
Others
Further
Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure),
2013-2018
Social Media Advertising
Mobile
Desktop
Video Advertising
Mobile
Desktop
Search Advertising
Mobile
Desktop
Audio Advertising
Mobile
Desktop
Other Advertising (Native Advertising,
Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and
more)
Mobile
Desktop
By
Sectors (On the Basis of Ad Expenditure)
Retail
Automotive
Financial Services
Telecommunications
Leisure Travel
Consumer Packaged Goods
Electronics & Computers
Pharmaceuticals/Healthcare
Media
Entertainment
Others (Real-Estate, Education, Agrochemicals,
Energy, Construction and more)
By
Ad-Buyers (On the Basis of Ad Expenditure)
Direct
Ad Agencies
By
Pricing Model (On the Basis of Ad Expenditure)
Performance
Cost Per Mile
Hybrid
Key
Target Audience:-
Advertising Agencies
Social Networking Platforms
End User Industries Investing in
Digital Advertising
Regulatory Bodies and Government
Agencies
Investors
Time
Period Captured in the Report:-
Historical
Period: 2013-2018
Forecast
Period: 2019-2025
Companies
Covered in US Online Advertising Market:-
Major
Ad Agencies
WPP
Interpublic Group of Companies
Publicis Groupe
Omnicom Group
Dentsu Inc.
Major Online Platforms
Google
(including YouTube)
Facebook
(including Instagram)
Amazon
Microsoft
(including LinkedIn)
Verizon
Media
Key Topics Covered in the Report:-
US
Online Advertising Market Introduction (Historical Evolution, Overview,
Genesis, Business Cycle)
US
Online Advertising Market Size, 2013-2018
US
Online Advertising Market Segmentation, 2013-2018
SWOT
Analysis of US Online Advertising Market
Growth
Drivers, Trends and Developments in US Online Advertising Market
Issues
and Challenges in US Online Advertising Market
Regulatory
Framework in US Online Advertising Market
Customer
Profiling in US Online Advertising Market
Case
Studies Covered in US Online Advertising Market
Competitive
Landscape in US Online Advertising Market
US
Online Advertising Market Future Outlook and Projections, 2019-2025F
Analyst
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