Global Digital Advertising Market Summary, Competitive Analysis and Forecast to 2027

Abstract

Summary

Global Digital Advertising industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2017-22, and forecast to 2027). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights

- The digital advertising market (also known as online marketing, Internet advertising or web advertising) represents expenditures on digital advertising. It consists of revenues gained by any advertising activities performed by the mean of Internet using mobile devices and personal computers. All market data and forecasts are represented in nominal terms (i.e., without adjustment for inflation) and all currency conversions used in the creation of this report have been calculated using constant 2022 annual average exchange rates.
- The global digital advertising market had total revenues of $604.3 billion in 2022, representing a compound annual growth rate (CAGR) of 16.9% between 2017 and 2022.
- The mobile segment accounted for the market's largest proportion in 2022, with total revenues of $426.3 billion, equivalent to 70.5% of the market's overall value.
- The growing number of internet users has propelled investments in digital advertising. According to the latest available data by the World Bank, in 2021, the proportion of internet users in the total population globally reached 63% in 2021 as compared to 54% in 2019.

Scope

- Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the digital advertising market in the global
- Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the global digital advertising market
- Leading company profiles reveal details of key digital advertising market players’ global operations and financial performance
- Add weight to presentations and pitches by understanding the future growth prospects of the Global digital advertising market with five year forecasts by both value and volume

Reasons to Buy

- What was the size of the Global digital advertising market by value in 2022?
- What will be the size of the Global digital advertising market in 2027?
- What factors are affecting the strength of competition in the Global digital advertising market?
- How has the market performed over the last five years?
- Who are the top competitors in the global's digital advertising market?

Content

Table of Contents

1 Executive Summary
1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Market rivalry
1.6. Competitive landscape
2 Market Overview
2.1. Market definition
2.2. Market analysis
3 Market Data
3.1. Market value
4 Market Segmentation
4.1. Category segmentation
4.2. Geography segmentation
5 Market Outlook
5.1. Market value forecast
6 Five Forces Analysis
6.1. Summary
6.2. Buyer power
6.3. Supplier power
6.4. New entrants
6.5. Threat of substitutes
6.6. Degree of rivalry
7 Competitive Landscape
7.1. Who are the leading players?
7.2. What strategies do the leading players follow?
7.3. Could Amazon disrupt a Google and Meta duopoly?
7.4. What are the most recent market developments?
8 Company Profiles
8.1. Alphabet Inc
8.2. Amazon.com, Inc.
8.3. Microsoft Corporation
8.4. Alibaba Group Holding Limited
9 Macroeconomic Indicators
9.1. Country data
10 Appendix
10.1. Methodology
10.2. Industry associations
10.3. Related MarketLine research
10.4. About MarketLine

List of Tables
Table 1: Global digital advertising market value: $ million, 2017–22
Table 2: Global digital advertising market category segmentation: % share, by value, 2017–2022
Table 3: Global digital advertising market category segmentation: $ million, 2017-2022
Table 4: Global digital advertising market geography segmentation: $ million, 2022
Table 5: Global digital advertising market value forecast: $ million, 2022–27
Table 10: Alphabet Inc: key facts
Table 11: Alphabet Inc: Annual Financial Ratios
Table 12: Alphabet Inc: Key Employees
Table 13: Amazon.com, Inc.: key facts
Table 14: Amazon.com, Inc.: Annual Financial Ratios
Table 15: Amazon.com, Inc.: Key Employees
Table 16: Amazon.com, Inc.: Key Employees Continued
Table 17: Microsoft Corporation: key facts
Table 18: Microsoft Corporation: Annual Financial Ratios
Table 19: Microsoft Corporation: Key Employees
Table 20: Microsoft Corporation: Key Employees Continued
Table 21: Alibaba Group Holding Limited: key facts
Table 22: Alibaba Group Holding Limited: Annual Financial Ratios
Table 23: Alibaba Group Holding Limited: Key Employees
Table 24: Alibaba Group Holding Limited: Key Employees Continued
Table 25: Global exchange rate, 2018–22

List of Figures
Figure 1: Global digital advertising market value: $ million, 2017–22
Figure 2: Global digital advertising market category segmentation: $ million, 2017-2022
Figure 3: Global digital advertising market geography segmentation: % share, by value, 2022
Figure 4: Global digital advertising market value forecast: $ million, 2022–27
Figure 5: Forces driving competition in the global digital advertising market, 2022
Figure 6: Drivers of buyer power in the global digital advertising market, 2022
Figure 7: Drivers of supplier power in the global digital advertising market, 2022
Figure 8: Factors influencing the likelihood of new entrants in the global digital advertising market, 2022
Figure 9: Factors influencing the threat of substitutes in the global digital advertising market, 2022
Figure 10: Drivers of degree of rivalry in the global digital advertising market, 2022