全球横幅广告市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

&

MARKETSBanner

Advertising:market

data

&

analysisMarket

Insights

reportNovember

2023MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

ona

global,

regional,

country,

and/or

state

level.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our48-hourcustomer

service

guarantee.•

10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology•

1,000+

markets,

e.g.,

FinTech,

Food,

or

Robotics•

KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volume•

Features:Compare

countries

&

regions,

change

currencies,

selectvisualizations,

and/or

customize

downloads•

Use

cases:

sales

planning,

investment

decision

support,

resourceallocation,

and

portfolio

management10190+geographicalentities1,000+400+Find

out

more

on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/2MARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Banner

Advertising

market

is

part

of

the

DigitalAdvertising

market.10190+geographicalentities1,000+400+Go

toDigital

AdvertisingmarketsectorsmarketsreportsFind

out

more

on:Digital

Advertising3Table

of

ContentsOverviewAppendixSummary678ProductoverviewAuthor2324MarketdefinitionKey

takeawaysMarket

NumbersAd

spending1013161718Average

Ad

Spending

per

Internet

UserAd

spending

by

deviceCompany

profilesDeep

drives4CHAPTER

1OverviewThe

Banner

Advertising

market

has

experie

nc

ed

significant

growt

h

anddevelop

me

nt

due

to

the

expansion

of

internet

access

and

smart

device

usageOverview:

SummarySummaryOn

October

27,

1994,

the

first

digital

banner

advertisement

with

the

text

“Haveyou

ever

clicked

your

mouse

right

HERE?

YOU

WILL”

in

colorful

font

was

released.Since

then,

digital

banner

advertising

has

grown

in

popularityandevolved

fromdisplaying

ads

in

predetermined

places

to

targeting

by

using

consumer

data

andfinally,

to

remarketing,

in

which

ads

areshown

repeatedly

based

onconsumerbehavior

and

interest.

Marketers

continueto

utilize

digital

banner

advertisingbecauseit

is

an

effectiveway

to

raisebrand

awareness,

generateleads,

andretarget

an

audience.Before

the

COVID-19

pandemic,

digital

banner

advertising

was

showing

signs

ofsteady

growth.

The

pandemic

accelerated

digital

adoption,

resulting

inexponential

growth

in

digital

advertising,

especially

digital

banner

advertising.

Themost

recent

digital

banner

advertising

strategy

is

remarketing,

which

has

provento

bemore

accurate

and

less

complicated

than

others,

which

contributes

to

thestrategy’s

success.

We

predict

consistentgrowth

indigital

banner

advertising

inthecoming

years.The

expansion

of

digital

banner

advertising

is

primarily

due

to

the

improvedinternetinfrastructureand

technology,

as

well

as

the

decreasing

prices

ofsmartdevices

such

as

computers,

tablets,

and

smartphones.

In

thepastyears,

theinternetinfrastructurehas

seen

considerablechangeand

isnow

faster

andcheaper.

Furthermore,

becauseinternet-enabled

deviceshave

becomemoreaffordable,

allowing

more

peopleto

purchasethem

and

usethem

daily,

digitalbanner

advertising

is

expected

to

grow

significantly.6Sources:Market

Insights

2023Banner

advertising

is

an

effective

form

of

digital

advertising

that

uses

visuals

toattract

and

direct

a

large

and

diverse

audie

nc

e

to

a

landing

pageOverview:

Market

definitionMarket

definitionBanner

Advertising

is

one

of

the

first

digital

advertisements

published

on

theinternet.

Banner

ads

allow

anyone

to

advertise

on

websites,

apps,

or

social

mediaby

using

attractive

images,

shapes,

and

sizes

of

displays.

The

main

purpose

is

todirect

the

traffic

of

the

targeted

audience

to

a

specific

website.

Banner

Advertisingincludes

skyscrapers,

wallpapers,

interstitials,

or

pop-ups

which

areusually

linkedto

theadvertiser's

landing

page.The

market

comprises

advertising

spending,

users,

and

average

revenue

per

user.The

market

only

displays

B2B

spending.

Figures

are

based

on

advertising

spendingand

exclude

agency

commissions,

rebates,

production

costs,

and

taxes.

For

moreinformation

on

the

data

displayed,

use

the

info

button

rightnext

to

theboxes.7Sources:Market

Insights

2023Banner

Advertising

accounted

for

23.81%

of

the

Digital

Advertising

marketrevenue

in

2023Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Banner

Advertising

market

is

projected

to

reachUS$161.8bn

in2023.This

market

includes:This

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of6.11%,

resulting

in

a

projected

marketvolume

of

US$217.6bn

by

2028.•

Banners

onwebsites,

in

apps

orsocial

media•

Overlays

within

web-

or

app-basedvideo

playersIn

global

comparison,

most

ad

spending

will

be

generated

in

theUnited

States(US$62,710min

2023).•

Rich

media

ads

on

websites,

in

apps•

Pre-roll,

mid-roll,

post-roll

video

adswithin

web-

or

app-based

videoplayersorsocial

mediaTheaveragead

spending

per

internetuserin

theBanner

Advertising

marketisprojected

to

amount

to

US$30.4

in

2023.•

Videos

on

websites

orin

apps

thataredisplayed

instead

of

bannersIn

the

Banner

Advertising

market,

US$161.3bn

of

total

ad

spending

will

begenerated

through

mobile

in

2028.•

Native

advertising8Sources:Market

Insights

2023CHAPTER

2Market

NumbersBanner

Advertising

ad

spending

is

estimated

to

increase

at

a

CAGR(1)

of

10.0%from

2017

to

2028Market

Size:

GlobalBanner

Advertising

market:

Advertising

spending

forecast

in

billion

US$217.61207.04196.47+10.0%(1)161.84185.87174.43147.20139.92117.98102.7389.45201875.972017201920202021202220232024202520262027202810

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$70.62

billion,

the

Americas

is

the

biggest

market

amongselected

regions

in

2023Market

Size:

Regional

comparison

(1/2)Banner

Advertising

market:

Advertising

spending

forecast

in

billion

US$+5.6%(1)92.73+6.9%(1)85.3470.6261.21+5.8%(1)34.8626.29+4.3%(1)+5.7%(1)2.6820233.311.0320231.362023Europe2028202820232028202320282028AfricaAmericasAsiaAustralia

&

Oceania11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$62.7

billion,

the

United

States

is

the

biggest

marketamong

selected

countries

in

2023Market

Size:

Regional

comparison

(2/2)Banner

Advertising

market:

Advertising

spending

forecast

in

billion

US$+5.6%(1)82.19+7.4%(1)61.5262.7143.12+5.9%(1)10.01+5.3%(1)4.602028+6.2%(1)2.8220287.513.552.0920232028202320282023202820232023ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Banner

Advertising

average

ad

spending

per

internet

user

is

estimated

toincrease

from

2017

to

2028Market

Size:

GlobalBanner

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$4035.1134.2333.34353025201510532.4831.5030.3528.8328.8325.7824.1623.0621.25020172018201920202021202220232024202520262027202813Sources:Market

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Banner

Advertising

average

adspending

per

internet

user

in

2028Market

Size:

Regional

comparison

(1/2)Banner

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$11010090102.91100.6398.1998.3695.2696.0592.3393.4090.32101.1286.7080.5084.3878.3578.2674.6162.9589.008071.7857.1985.1269.0151.107068.996045.7622.935043.9422.2542.1221.5740.3220.9138.3820.1936.2319.331.784033.1518.2933.5918.1529.2216.1926.7315.0724.7014.3430

22.7220

12.91101.701.721.661.671.801.761.781.791.781.781.78020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&

Oceania14Sources:Market

Insights

2023With

average

ad

spending

per

internet

user

of

US$200.9,

the

United

States

isthe

biggest

market

among

selected

countries

in

2023Market

Size:

Regional

comparison

(2/2)Banner

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$247.50238.95145.2325020015010050230.39138.68221.72132.13212.03125.03200.92117.21187.93108.47180.33103.86155.2090.28151.78138.6881.31123.4773.78107.1366.1559.0147.8956.7345.8654.4543.8352.1741.8049.6939.5946.9537.1242.3332.8743.8834.3337.5628.4434.4925.4631.9322.9329.6820.3049.4347.6045.7743.9641.9539.5836.1036.2930.7527.38201919.9023.97201802017202020212022202320242025202620272028FranceChinaGermanyUnited

KingdomUnited

States15Sources:Market

Insights

2023In

the

Banner

Advertising

market,

mobile

ad

spending‘s

share

reached

71%

in2023Distribution

by

Device:

GlobalBanner

Advertising

market:

Share

by

device26%26%26%29%71%28%27%30%70%32%35%39%43%46%74%74%74%72%73%68%65%61%57%54%201720182019202020212022202320242025202620272028MobileDesktop16Sources:Market

Insights

2023The

Trad

e

Desk

provide

s

artificial

intelligence

to

increase

an

advertisingcampaign’s

success

while

protecting

customer

data

privacyCompany

profile:

The

Trade

DeskThe

Trade

DeskAdvertising

targeting

tool

for

the

open

internet

developed

by

The

Trade

DeskThe

Trade

Desk

was

founded

by

the

industry’s

real-time

bidding

pioneers

Jeff

Green

The

Trade

Desk

developed

an

open-source

advertising

targeting

tool

called

UnifiedandDave

Pickles

and

has

become

one

of

the

fastest-growing

demand-sideplatforms

in

the

industry.

Customers

can

create

personalized

advertisingexperiences

across

various

channels

and

devices

andwith

it,

take

advantage

ofadvanced

omnichannel

targeting

and

online

and

offline

attribution.ID2.0

(UID2).

UID2

is

a

tool

that

has

high

data

security

and

transparency

andisdesigned

to

reduce

dependency

on

third-party

cookies.

Traditionally,

advertisershave

relied

on

third-party

cookies

to

identify

customer

targets.

As

customer

dataprivacy

is

becoming

more

protected

in

theadvertising

industry,

UID2

provides

analternative

solution

foradvertisers.Revenue

in

million

US$Unified

ID

2.0

workflowUnified

IDis

usedin

bidding1,197ID

Service+48%(1)836661ConsumerPublisherTrusted

Ad

ecosystemparticipantsVerify

e-mailand

setprivacypreferencesUnified

IDis

created477308203Transparency

and

consent

serviceCustomers

can

changepreferences

and

options

at

any

time114201520162017201820192020202117

Notes:(1)

CAGR:

CompoundAnnualGrowthRateSources:

CompanyinformationNearly

90%

of

all

online

banner

ad

impressions

are

from

four

banner

sizesDeepdive:

Top

banner

sizeGlobal

top

online

banner

sizes

in

2022,

by

frequency

of

use40%25%12%12%11%300×250

medium

rectangle728×90

leaderboard320×50

mobile

meaderboard160×600

wide

skyscraperOther

sizes18Sources:

Match2OneWhile

55%

of

respond

e

nt

s

in

North

America

took

no

action

on

banner

ads,

only20%

in

Africa

and

the

Middle

East

ignored

themDeepdive:

Consumer

action

on

banner

advertising

formatConsumers

who

took

no

action

on

online

banner

ad

formats

in

2021,

by

region55%50%33%25%20%North

AmericaEuropeLatin

AmericaAsia-PacificAfrica/

Middle

East19Sources:

NielsenThe

CPCs(1)

in

the

consumer

services,

technology,

and

dating

&

personalsindustries

have

significantly

declined

in

the

past

four

yearsDeepdive:

Cost

of

banner

advertising

(1/2)Average

cost

per

click

(CPC)(1),

in

US$6.86.45.94.23.83.83.73.43.33.23.22.92.82.62.62.52.42.42.02.01.81.71.81.71.61.5

1.61.41.41.20.90.22018202220

Notes:(1)

Costper

click

describes

a

methodusedby

digital

advertising

platforms

tobilladvertisers

based

on

the

number

of

times

website

visitorsclickedon

an

advertisementSources:

WordStreamFor

most

of

the

top

keyword

s

,

Google

Ads

CPCs(1)

are

lower

than

Bing

AdsDeepdive:

Cost

of

banner

advertising

(2/2)Average

CPC(1)

of

top-bidding

keywords

from

Google

Ads

and

Bing

Ads5555109102InsuranceGas/

electricityMortgageAttorneyClaimLawyersAttorney4747Structured

settlementsDUI787069676763MesotheliomaTreatmentAnnuity464443LoansLawyerConferencecallRecoveryDonate424242MBAPhone5453InsuranceDiplomaDegree4153373650504545TreatmentCreditRehabCloudSoftwareClasses35AccountingExterminatorMobile3543414037Rehab3433323028TradingBusinessHostingRepairTransferCord

bloodPlumberPodiatry3021

Notes:(1)

Costper

click

describes

a

methodusedby

digital

advertising

platforms

tobilladvertisers

based

on

the

number

of

time