全球广告搜索行业市场前景及投资研究报告-培训课件外文版2024.5百度莆田系谷歌

INDUSTRIES

&

MARKETSSearch

Advertising:market

data

&

analysisMarket

Insights

report2023Table

of

ContentsOverviewAppendixSummary567ProductOverviewAuthor2021Market

DefinitionKey

TakeawaysMarket

NumbersAd

Spending9121417AverageAd

Spending

per

Internet

UserCompany

ProfilesDeep

Drives2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

onaglobal,

regional,

country,

and/or

statelevel.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our

48-hourcustomer

service

guarantee.•10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology1,000+

markets,

e.g.,

FinTech,

Food,

orRobotics•••KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volumeFeatures:

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/3CHAPTER

1OverviewOver

the

past

decade,

the

Search

Advertising

field

has

undergone

significantchanges

and

growt

hOverview:

SummarySummaryPay-per-click

advertisements

were

the

original

search

advertising

method;

later,

in1998,

Google

founders

Larry

Page

and

Sergey

Brin

introduced

an

auction-basedPPC

model.

The

highest

bidders

would

appear

at

the

top

of

the

search

results,and

lower

bidders

would

appear

further

down.

The

method

later

turned

into

theapproach

that

marketers

use

most

frequently

today.

There

are

currently

six

majorsearch

engines,

four

ofwhich

are

international:

Google,

Bing,

Yahoo!,

andDuckDuckGo.

Yandex

focuses

on

nations

that

speak

Russian,

while

Baidu

focuseson

nations

that

speak

Chinese.

Due

to

itsmassive

user

base

and

effective

internaladvertising

network,

Google

is

by

far

the

most

popular

among

advertisers.Before

the

COVID-19

pandemic,

search

advertising

was

showing

signs

of

steadyand

consistent

development.

However,

the

pandemic

has

accelerated

digitaladoption,

resultingin

exponential

growth

in

search

advertising,

especially

searchadvertising

on

marketplace

platforms.

Even

though

data

privacy

regulations

havebeen

tightened

globally

and

search

engine

platforms

have

taken

steps

toemphasize

the

importance

ofprivacy,

these

platforms

have

alreadyfounda

wayto

collect

datain

a

more

ethical

and

consent-based

manner.

In

the

coming

years,we

anticipate

steady

growth

in

search

advertising

across

search

engine

andmarketplaceplatforms.The

development

of

the

internet

infrastructure

and

the

decreasing

prices

ofinternet-enabled

devices

such

as

PCs

and

smartphones

are

the

main

causes

forthe

growth

in

search

advertising.

The

internet

infrastructure

has

seentremendous

transformation

in

the

past

ten

years

andis

now

quicker

and

cheaper.Because

internet-enabled

devices

have

becomemore

affordable,

allowing

morepeople

to

purchase

them

and

use

them

daily.5Sources:Market

Insights

2023Search

Advertising

is

an

important

part

of

the

Advertising

marketOverview:

Market

DefinitionMarket

definitionSearch

Advertising,

also

called

search

engine

advertising

(SEA)

or

paid

searchadvertising,

refers

to

advertisements

displayed

on

search

results

pages

above

ornext

to

the

organic

search

results.

Brands

can

create

search

advertisingcampaigns.

Paying

a

fee

or

bidding

will

give

a

better

ranking

each

time

targetedaudiences

search

andclick

on

the

campaign’s

ads.

These

advertisements

areusually

text

based

but

can

bedisplayed

as

images

or

videos

where

applicable.Search

Advertising

comprises

advertising

spending,

users,

averagerevenueperuser,

and

key

players.

The

market

only

displays

B2B

spending.

Figures

are

basedon

advertising

spending

and

exclude

agency

commissions,

rebates,

productioncosts,

and

taxes.

Key

players

in

Search

Advertising

include

Google,

Bing,

Baidu,Amazon,

and

Alibaba.

For

more

information

on

the

data

displayed,

use

the

infobutton

right

next

to

the

boxes.6Sources:Market

Insights

2023Search

Advertising

accounted

for

42%

of

the

Digital

Advertising

market

revenuein

2022Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Search

Advertising

market

is

projected

to

reachUS$260bn

in2022.This

market

includes:•

Search

Engine

Advertising

(SEA)•

Keyword

advertisingThis

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2022-2027)

of10.8%,

resulting

in

a

projected

marketvolume

of

US$435bn

by

2027.•

Search

engine

optimization

(SEO)In

global

comparison,

most

ad

spendingwill

be

generated

in

the

United

States(US$116bn

in

2022).•

SponsoredlinksIn

the

Search

Advertising

market,

60%

of

total

ad

spending

will

be

generatedthroughmobile

in

2027.Search

Advertising

plays

a

crucial

role

in

China.

In

absolutefigures,

this

means

thatthe

marketwill

generateUS$52.9

billion

in

2022,

with

a

34.6%

share

of

the

totalDigital

Advertising

market

in

China.7Sources:Market

Insights

2023CHAPTER

2Market

NumbersThe

Search

Advertising

segment

shows

average

growth

rates

of

15.1%

per

yearDistribution

by

device:

GlobalSearch

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$435401367332+15.1%(1)40%29741%42%26043%22545%47%16415150%13410660%52%59%55%58%57%57%55%60%53%50%48%45%43%40%20172018201920202021202220232024202520262027MobileDesktop9Notes:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Sources:Between

2022

and

2027,

the

U.S.

show

the

biggest

growt

h

in

Search

Advertisingwith

a

CAGR(1)

of

11.9%Distribution

by

device:

Regional

comparison

(1/4)Search

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+11.9%(1)204.135%116.5+9.7%(1)+10.6%(1)84.023%+9.7%(1)81.460%42%65.753%47%202753.032%68%65%49.266%41.358%58%77%34%40%42%2022202720222027202220272022U.S.ChinaEuropeROW(2)MobileDesktop10

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

revenue

s

of

US$16.3

billion,

the

UK

will

likely

be

the

biggest

market

amongthe

top

5

EU

countries

in

2022Distribution

by

device:

Regional

comparison

(2/4)Search

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+11.3%(1)27.7+11.0%(1)57%16.364%+9.6%(1)12.361%+12.1%(1)3.7+11.2%(1)9.57.36.064%36%43%48%52%3.565%35%2.171%2.036%38%

58%

42%39%29%62%62%38%20222027202220272022202720222027Italy20222027UKGermanyFranceSpainMobileDesktop11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Out

of

the

major

regions,

advertising

revenue

per

internet

user

is

expected

toremain

highest

in

the

U.S.Distribution

by

device:

Regional

comparison

(3/4)Search

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$+10.4%(1)621.2218.0379.1160.0+9.3%(1)403.22027+6.4%(1)+5.2%(1)107.764.468.945.468.952.9219.1202250.634.613.65.7

8.017.59.416.016.023.643.38.2202720222027202220272022U.S.ChinaEuropeROW(2)MobileDesktop12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Among

the

top

5

EU

countries,

the

desktop

ad

revenue

per

internet

user

in2022

is

highest

in

the

UKDistribution

by

device:

Regional

comparison

(4/4)Search

Video

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$+11%(1)422.4240.8256.0163.0+9%(1)+10%(1)158.7+10%(1)+11%(1)162.2107.497.563.0104.158.196.075.578.545.2181.6202747.729.6

18.146.217.6

28.6

33.376.431.036.493.034.6

62.639.120222022202720222027Italy2022202720222027SpainUKFranceGermanyMobileDesktop13

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Google

Search

&

other

revenue

grew

43%

in

2021,

and

have

the

largest

share

ofGoogle

advertising

revenueCompany

profile:

Google

(1/2)Google

Search

&

other

revenue,

in

billion

US$Google

advertising

revenue

segment

distribution

in

2021+43%14914%+6%1049815%71%201920202021Google

Search

&

otherGoogle

NetworkYouTubeads14Sources:

CompanyInformationGoogle

has

reached

more

than

12

billion

searc

h

queries

in

the

U.S.

since

theCOVID-1

9

pandemicCompany

profile:

Google

(2/2)Number

of

search

queries(1)

in

the

U.S.,

in

billionCOVID-19

pandemic13.212.512.55.512.35.111.711.711.14.212.63.611.310.310.210.14.09.79.07.05.43.72.33.42.33.52.03.51.80.22.91.70.62.71.22.70.52.72.41.02.30.12.20.22.30.12.00.21.90.41.90.22.42.30.50.50.30.20.50.5200920082010201120122013201420152016201720182019202020212022Google

SitesMicrosoft

SitesVerizon

MediaAsk

Network15

Notes:(1)

Desktoponly,home

and

work

internet

locationsSources:

comScoreAdvertising

is

Amazon’s

fastest-growing

revenue

source

and

is

expected

to

grow25%

from

the

previous

year

with

over

10%

of

the

total

revenueCompany

profile:

AmazonAmazon’s

advertising

and

non-advertising

revenue,

in

billion

US$Amazon‘s

revenue

distribution+9.9%+25.2%4814383662022e201913%5%95%87%268393120212020201320192022eAdvertisingNon-advertising16

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023,

companyinformationIn

a

country

comparison,

search

engines

as

sources

of

inspiration

are

mostpopular

in

ItalyDeepdive:

search

engines

as

sources

of

inspirationUsage

of

search

engines

as

sources

of

inspiration

for

new

products

in

202254%51%50%50%45%43%35%ItalyUKGermanySpainFranceU.S.China17

Notes:Sources:"How

doyouusuallyfindoutaboutnewinteresting

products?”;

MultiPick;

U.S.:n=50,3985;

China:

n=24,172;

Germany:

n=30,146;

France:n=12,196;

UK:

n=18,200;

Italy:n=12,187;

Spain:n=12,207Market

Insights

2023Search

advertising

is

becoming

more

expensive;

CPC(1)

is

gradually

increasingwhile

CTR(2)

is

decliningDeepdive:

search

advertising

conversion

rateSearch

advertising

clickthrough

rate

(CTR)

&

cost

per

click

(CPC)

worldwide2.8%2.8%2.7%

2.7%2.7%2.7%2.5%2.5%2.2%2.2%

2.2%2.2%2.0%1.8%1.7%1.7%

1.7%1.7%1.6%1.6%1.6%0.69Q20.68Q30.69Q40.710.70Q40.63Q40.62Q10.62Q10.59Q10.58Q40.60Q20.54Q30.52Q10.50Q10.50Q20.49Q30.51Q40.48Q20.47Q10.46Q30.47Q2Q32017

2017

2017

2017

2018

2018

2018

2018

2019

2019

2019

2019

2020

2020

2020

2020

2021

2021

2021

2021

2022Clickthrough

rate

(CTR)

Cost-per-click

(CPC)

in

US$18

Notes:(1)

Costper

click

(2)

ClickthroughrateSources:

SkaiCHAPTER

3AppendixMARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsGain

a

better

understanding

ofmar