美国数字视频广告行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

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TRENDSDigitalvideoadvertisingintheU.S.(DMI)CHAPTER

01OverviewDigitaladvertisingspendingintheUnitedStatesfrom2018to2027,byformat(inbillionU.S.dollars)DigitalMarketOutlook:digitaladvertisingspendingintheU.S.2018-2027,byformatSearchAdvertisingVideoAdvertisingBannerAdvertisingClassifieds40035030025020015010050020182019202020212022202320242025202620273Description:Overthelasttwoobservations,theadspendingisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorreachesthemaximumvalueforallfourdifferentsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentSearchAdvertising,whichhasthehighestvalueof174.46billionU.S.dollars.ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsDistributionofdigitaladvertisingspendingintheUnitedStatesfrom2017to2026,bydeviceDigitalMarketOutlook:digitaladspendingshareintheU.S.2017-2026,bydeviceDesktopMobile120%100%80%60%40%20%0%48%52%56%59%62%64%66%68%70%72%52%48%44%41%38%36%34%32%30%28%20172018201920202021202220232024202520264Description:ThemobiledigitaladspendingintheU.S.in2022isexpectedtoaccountfor64percentofthetotaldigitalspendingandisexpectedtoincreasetoa72percentsharein2026.AnoverviewofallDigitalMarketscanbefoundhere.

ReadmoreNote(s):UnitedStatesSource(s):DigitalMarketInsightsDistributionofdigitaladvertisingspendingintheUnitedStatesin2022,byindustryDigitalMarketOutlook:digitaladspendingshareintheU.S.2022,byindustrySpendingshare0%2%4%6%8%10%12%14%16%18%RetailPharma&healthcareEntertainment&mediaFinancialservicesFMCG17%10.6%10.1%8.9%8.4%BusinessservicesTravel&leisure7.8%7.3%TelecommunicationsAutomobilesTechnology&electronicsOther5.8%5.3%5.1%5%Energy&fuelRealestate&construction2%1.9%5Description:ThedigitaladspendingintheU.S.retailsectoraccountedfor17percentoftotaladvertisingspendingin2022inthecountry,whereasthefinancialservicesstoodatabout8.9percent.AnoverviewofallDigitalMarketscanbefoundhere.

ReadmoreNote(s):UnitedStates;November2022Source(s):DigitalMarketInsightsCHAPTER

02RevenueAdspendingofthevideoadvertisingmarketintheUnitedStatesfrom2018to2027(inbillionU.S.dollars)AdspendingofthevideoadvertisingindustryintheU.S.2018-202712010080105.999.0391.9584.6176.9768.9963.82604020045.3232.96201923.692018202020212022202320242025202620277Description:Theadspendinginthe'VideoAdvertising'segmentofthedigitaladvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2023and2027byintotal28.9billionU.S.dollars(+37.55percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach105.9billionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'VideoAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepast[...]

ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsDigitalvideoadvertisingspendingintheUnitedStatesfrom2018to2027,bydevice(inbillionU.S.dollars)DigitalMarketOutlook:digitalvideoadspendingintheU.S.2018-2027,bydeviceVideoAdvertisingMobileVideoAdvertisingDesktop1201008023.7524.4725.1625.6925.876025.5325.7982.1520274020074.56202619.7966.79202558.92202415.3851.09202343.45202238.03202111.681225.53202017.58201920188Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodfortheadspending.OnlyforthesegmentVideoAdvertisingMobile,asignificantincreasecanbeobservedovertheforecastperiod.Here,theadspendingexhibitsadifferenceof70.15billionU.S.dollarsbetween2018and2027.ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsDigitalvideoadvertisingspendinggrowthintheUnitedStatesfrom2018to2027DigitalMarketOutlook:digitalvideoadspendingchangeintheU.S.2018-202760%52.7%50%40.8%39.1%40%30%20%10%0%37.5%27%16.5%2023*14.2%2024*12.4%2025*11%9.9%20182019202020212022*2026*2027*9Description:ThedigitalvideoadspendingintheU.S.grewby40.8percentin2021comparedtothepreviousyear.AnoverviewofallDigitalMarketscanbefoundhere.

ReadmoreNote(s):UnitedStates;2018to2021;*Forecast-dataasofNovember2022.VideoAdvertisingconsidersalladformatswithinweb-orapp-basedvideoplayers.Theseformatsaretypicallyvideoadsthatappearbefore,duringorafterthestreamed[...]

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DigitalMarketInsightsDigitalvideoadvertisingspendinggrowthintheUnitedStatesfrom2019to2027,bydeviceDigitalMarketOutlook:digitalvideoadspendingchangeU.S.2019-2027,bydeviceVideoAdvertisingMobileVideoAdvertisingDesktop60%48.93%50%40%30%20%10%0%46.45%31.64%45.24%28.67%30.3%17.59%15.32%-0.72%14.26%-0.98%13.36%-2.05%202511.64%-2.76%202610.17%-2.93%1.34%2023-10%20192020202120222024202710Description:In2027,theadspendinggrowthisforecasttosignificantlydecreaseinallsegmentscomparedtotheprevioustimepoint.Inlinewiththedecreasingtrend,therevenuegrowthexperiencestheirlowestvalueinallsegmentstowardstheendoftheobservations.Specifically,thesegmentVideoAdvertisingDesktopshouldbementioned,asitprovidesthelowestvaluewith-2.93percent.ReadmoreNote(s):UnitedStates;2019to2027Source(s):DigitalMarketInsightsAdspendingperinternetuserofthevideoadvertisingmarketintheUnitedStatesfrom2018to2027(inU.S.dollars)AdspendingperinternetuserofvideoadvertisingintheU.S.2018-2027350322.33304.94300286.66267.28246.6225020015010050224.46211.12152.54113.47201982.98201802020202120222023202420252026202711Description:Theaverageadspendingperinternetuserinthe'VideoAdvertising'segmentofthedigitaladvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2023and2027byintotal75.7U.S.dollars(+30.69percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach322.33U.S.dollarsandthereforeanewpeakin2027.Notably,theaverageadspendingperinternetuserofthe'VideoAdvertising'segmentofthedigitaladvertisingmarketwas[...]

ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsDigitalvideoadvertisingaveragespendingperinternetuserintheUnitedStatesfrom2018to2027,bydevice(inU.S.dollars)DigitalMarketOutlook:videoadspendingperinternetuserU.S.2018-2027,bydeviceVideoAdvertisingMobileVideoAdvertisingDesktop3503002502001501005072.375.3578.4581.1582.9183.0885.31250.04202766.6229.592026208.212025186.12202452.95163.712023141.38202240.93125.81202185.93202060.52201942.052018012Description:Overtheforecastperioduntil2027,theaveragerevenueperuser(ARPU)isforecasttoexhibitfluctuationsamongthetwosegments.OnlyforthesegmentVideoAdvertisingMobile,asignificantincreasecanbeobservedovertheforecastperiod.Here,therevenueperuserexhibitsadifferenceof207.99U.S.dollarsbetween2018and2027.ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsCHAPTER

03CountrycomparisonsLeadingdigitaladvertisingmarketsworldwidein2022,byspending(inbillionU.S.dollars)DigitalMarketOutlook:largestdigitaladmarketsworldwide2022300243.8925020015010050155.6737.823.93Japan15.3513.6411.769.979.128.370UnitedStatesChinaUnitedKingdomGermanyCanadaAustraliaFranceSouthKoreaBrazil14Description:Fromtheselectedregions,therankingbyadspendinginthedigitaladvertisingmarketisleadbytheUnitedStateswith243.89billionU.S.dollarsandisfollowedbyChina(155.67billionU.S.dollars).Incontrast,therankingistrailedbyBrazilwith8.37billionU.S.dollars,recordingadifferenceof235.52billionU.S.dollarstotheUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsDigitalvideoadvertisingspendinginselectedcountriesworldwidein2022(inmillionU.S.dollars)DigitalMarketOutlook:digitalvideoadvertisingspendinginselectedcountries202290,00081,05080,00070,00060,00051,26050,00040,00030,00020,00010,000010,4005,167Japan3,730UnitedStatesChinaUnitedKingdomCanada15Description:Bytheendof2022,Chinawasforecasttohaveatotaldigitalvideoadvertisingspendof51.26billionU.S.dollars.However,theexpenditurewasexpectedtoamountto81.05billiondollars