コンテンツ連動型広告の世界市場予測(~2023年)

【英語タイトル】Contextual Advertising Market by Type (Activity-based Advertising, Location-based Advertising, Others), Deployment (Mobile Devices, Desktops, Digital Billboards), Industry, Approach, and Geography - Global Forecast to 2023

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・発行日:2018年6月26日
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【レポートの概要】

“Contextual advertising market to grow at a CAGR of 18.80% between 2018 and 2023”The contextual advertising market is expected to be worth USD 125.79 billion in 2018 and is likely to reach USD 297.68 billion by 2023, at a CAGR of 18.80% between 2018 and 2023. The growth of this market can be attributed to factors such as increasing number of social media users, personalized marketing strategies, and growing trend of mobile advertisement. However, factors such as privacy concerns due to behavioral tracking and low conversion ratio due to user annoyance are restraining the growth of the contextual advertising market.
“Activity-based advertising — a major type of contextual advertising”
Activity-based advertising is expected to account the largest share of the overall contextual advertising market in 2018. Activity-based advertising is a type of contextual advertising that is done based on users’ browsing history and cookies. This type of advertising typically comprises graphics, logos, pictures, and texts, among others. These advertisements appear on webpages, e-mails, and instant messaging (IM) applications. In static form, these advertisements are commonly known as ad banners.
“Mobile devices to account for largest market size in 2018”
Mobile devices are expected to account for the largest share of the contextual advertising market in 2018. Mobile advertising platforms help promote products and services. These help attract customers to particular products and services. As mobile internet has evolved, advertising methods on mobile devices have also witnessed a major change. Earlier, mobile advertising meant just informing customers about a product through SMS.
“Contextual advertising market in APAC to grow at the highest CAGR during the forecast period”
Among all regions, the contextual advertising market in APAC is expected to grow at the highest CAGR during the forecast period. The growth of this market can be attributed to the presence of countries such as China, Japan, and India in the region. These countries have a large number of internet users, which, in turn, creates huge opportunities for advertisers. This is encouraging marketers in APAC to invest in contextual advertising to promote their bands and create brand value.
In the process of determining and verifying the market size for several segments and subsegments obtained through secondary research, extensive primary interviews have been conducted with officials from key companies. The breakup of the profile of primaries has been given below:
• By Company Type: Tier 1 – 25%, Tier 2 – 35%, and Tier 3 – 40%
• By Designation: C-Level Executives – 35%, Directors – 25%, and Others – 40%
• By Region: North America – 43%, Europe – 29%, APAC – 14%, and RoW – 14%
Companies that provide a range of customized solutions are expected to emerge as game changers in this market.
Key players in the contextual advertising market profiled in this report are:
1. Google (US)
2. Media.net (Dubai)
3. Facebook (US)
4. Microsoft (US)
5. Amazon.com (US)
6. AOL (Austria)
7. Yahoo (US)
8. Twitter (US)
9. IAC (US)
10. Amobee (US)

Research Coverage:
In this report, segments such as type, deployment, industry and geography have been covered. The report also discusses drivers, restraints, opportunities, and challenges pertaining to the market. The report also gives a detailed view of the market across four main regions: North America, Europe, APAC, and RoW. The value chain analysis of the contextual advertising ecosystem has also been included in the report.
Reasons to Buy the Report:
• This report includes statistics pertaining to the contextual advertising market, by type, deployment, industry, and geography, along with market size of each subsegment.
• Major drivers, restraints, opportunities, and challenges pertaining to the market have been provided in detail in this report.
• This report would help stakeholders understand their competitors better and gain more insights to enhance their positions in the market. The competitive landscape section includes competitor ecosystem and recent development strategies, such as product launches and developments, partnerships, and mergers & acquisitions, adopted by key players in the market.

【レポートの目次】

TABLE OF CONTENTS

1 INTRODUCTION 13
1.1 OBJECTIVES OF STUDY 13
1.2 DEFINITION 13
1.3 SCOPE OF MARKET 14
1.3.1 MARKETS COVERED 14
1.3.2 YEARS CONSIDERED FOR STUDY 15
1.4 CURRENCY 15
1.5 LIMITATIONS 15
1.6 MARKET STAKEHOLDERS 16
2 RESEARCH METHODOLOGY 17
2.1 RESEARCH DATA 17
2.1.1 SECONDARY DATA 18
2.1.1.1 List of major secondary sources 18
2.1.1.2 Secondary sources 19
2.1.2 PRIMARY DATA 19
2.1.2.1 Primary interviews with experts 20
2.1.2.2 Key data from primary sources 20
2.1.2.3 Key industry insights 21
2.1.2.4 Breakdown of primaries 21
2.1.3 SECONDARY & PRIMARY RESEARCH 22
2.2 MARKET SIZE ESTIMATION 22
2.2.1 BOTTOM-UP APPROACH 23
2.2.1.1 Approach for capturing the market size by bottom-up analysis (demand side) 23
2.2.2 TOP-DOWN APPROACH 24
2.2.2.1 Approach for capturing the market size by top-down analysis
(supply side) 24
2.3 DATA TRIANGULATION 25
2.4 RESEARCH ASSUMPTIONS 26
3 EXECUTIVE SUMMARY 27
4 PREMIUM INSIGHTS 32
4.1 ATTRACTIVE GROWTH OPPORTUNITIES IN THE CONTEXTUAL ADVERTISING MARKET 32
4.2 CONTEXTUAL ADVERTISING MARKET, BY TYPE 33
4.3 CONTEXTUAL ADVERTISING MARKET, BY DEPLOYMENT 33
4.4 CONTEXTUAL ADVERTISING MARKET IN APAC, BY INDUSTRY AND REGION 34
4.5 CONTEXTUAL ADVERTISING MARKET, BY INDUSTRY 35
4.6 CONTEXTUAL ADVERTISING MARKET, BY REGION 36
5 MARKET OVERVIEW 37
5.1 INTRODUCTION 37
5.2 MARKET DYNAMICS 37
5.2.1 DRIVERS 38
5.2.1.1 Growing social media users 38
5.2.1.2 Personalized marketing strategies 38
5.2.1.3 Growing trend of mobile advertisement 38
5.2.2 RESTRAINTS 39
5.2.2.1 Privacy concerns due to behavioral tracking 39
5.2.2.2 Low conversion ratio due to user annoyance 39
5.2.3 OPPORTUNITIES 39
5.2.3.1 Trending AI and big data analytics in digital marketing 39
5.2.3.2 Integration of AR and VR for digital customer engagement 39
5.2.4 CHALLENGES 40
5.2.4.1 Varying standards of regulation policies 40
5.2.4.2 Selection of relevant digital techniques and vendors 40
5.3 ECOSYSTEM/VALUE CHAIN ANALYSIS 40
5.3.1 ADVERTISERS 40
5.3.2 TECHNOLOGY PROVIDERS 41
5.3.3 PUBLISHERS 41
6 CONTEXTUAL ADVERTISING MARKET, BY APPROACH 42
6.1 INTRODUCTION 42
6.2 MASS CONTEXTUAL ADVERTISING 42
6.3 FOCUSED CONTEXTUAL ADVERTISING 42
6.4 CONTEXTUAL BEHAVIORAL ADVERTISING 43
6.5 CONTEXTUAL BILLBOARD ADVERTISING 43
7 CONTEXTUAL ADVERTISING MARKET, BY TYPE 44
7.1 INTRODUCTION 45
7.2 ACTIVITY-BASED ADVERTISING 47
7.3 LOCATION-BASED ADVERTISING 48
7.4 OTHERS 48
7.4.1 IN-APP ADVERTISING 48
7.4.2 IN-VIDEO ADVERTISING 49

8 CONTEXTUAL ADVERTISING MARKET, BY DEPLOYMENT 50
8.1 INTRODUCTION 51
8.2 MOBILE DEVICES 52
8.3 DESKTOPS 54
8.4 DIGITAL BILLBOARDS 55
9 CONTEXTUAL ADVERTISING MARKET, BY INDUSTRY 57
9.1 INTRODUCTION 58
9.2 CONSUMER GOODS, RETAIL, AND RESTAURANTS 60
9.3 TELECOM AND IT 62
9.4 BANKING, FINANCIAL SERVICES, AND INSURANCE (BFSI) 62
9.5 MEDIA AND ENTERTAINMENT 64
9.6 TRAVEL, TRANSPORTATION, AND AUTOMOBILES 65
9.7 HEALTHCARE 65
9.8 ACADEMIA AND GOVERNMENT 67
9.9 OTHERS 68
10 CONTEXTUAL ADVERTISING MARKET, BY GEOGRAPHY 69
10.1 INTRODUCTION 70
10.2 NORTH AMERICA 71
10.2.1 US 73
10.2.2 CANADA 73
10.2.3 MEXICO 73
10.3 EUROPE 75
10.3.1 GERMANY 76
10.3.2 UK 76
10.3.3 REST OF EUROPE (ROE) 76
10.4 APAC 77
10.4.1 CHINA 79
10.4.2 JAPAN 79
10.4.3 REST OF APAC 79
10.5 ROW 81
10.5.1 MIDDLE EAST AND AFRICA (MEA) 81
10.5.2 SOUTH AMERICA 81
11 COMPETITIVE LANDSCAPE 83
11.1 OVERVIEW 83
11.2 MARKET RANKING OF PLAYERS, 2017 85
11.3 COMPETITIVE SCENARIO 86
11.3.1 PRODUCT LAUNCHES AND DEVELOPMENTS 86
11.3.2 PARTNERSHIPS, AGREEMENTS, AND COLLABORATIONS 87
11.3.3 ACQUISITIONS 87
12 COMPANY PROFILES 88
12.1 KEY PLAYERS 88
(Business overview, Products offered, Recent developments, MNM view, SWOT analysis)*
12.1.1 GOOGLE 89
12.1.2 MEDIA.NET (ACQUIRED BY BEIJING MITENO COMMUNICATION TECHNOLOGY) 92
12.1.3 FACEBOOK 94
12.1.4 MICROSOFT 96
12.1.5 AMAZON.COM 99
12.1.6 AOL 101
12.1.7 YAHOO 103
12.1.8 TWITTER 105
12.1.9 IAC 107
12.1.10 AMOBEE (SUBSIDIARY OF SINGAPORE TELECOMMUNICATIONS) 109
*Business overview, Products offered, Recent developments, MNM view, SWOT analysis might not be captured in case of unlisted companies.
12.2 KEY INNOVATORS 110
12.2.1 ACT-ON SOFTWARE 110
12.2.2 SIMPLYCAST 110
12.2.3 INMOBI 110
12.2.4 FLYTXT 110
12.2.5 INFOLINKS 111
12.3 OTHER IMPORTANT PLAYERS 112
12.3.1 ADOBE SYSTEMS 112
12.3.2 SAP 113
12.3.3 MARKETO 114
12.3.4 MILLENNIAL MEDIA 115
12.3.5 FLURRY (YAHOO’S DEVELOPER NETWORK) 115
13 APPENDIX 116
13.1 DISCUSSION GUIDE 116
13.2 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 119
13.3 INTRODUCING RT: REAL-TIME MARKET INTELLIGENCE 121
13.4 AVAILABLE CUSTOMIZATIONS 122
13.5 RELATED REPORTS 122
13.6 AUTHOR DETAILS 123

LIST OF TABLES

TABLE 1 CONTEXTUAL ADVERTISING MARKET, BY TYPE, 2015–2023 (USD BILLION) 46
TABLE 2 MARKET FOR ACTIVITY-BASED ADVERTISING, BY DEPLOYMENT,
2015–2023 (USD BILLION) 47
TABLE 3 MARKET FOR LOCATION-BASED ADVERTISING, BY DEPLOYMENT,
2015–2023 (USD BILLION) 48
TABLE 4 MARKET FOR OTHER ADVERTISING TYPES, BY DEPLOYMENT,
2015–2023 (USD BILLION) 49
TABLE 5 CONTEXTUAL ADVERTISING MARKET, BY DEPLOYMENT,
2015–2023 (USD BILLION) 52
TABLE 6 MARKET FOR CONTEXTUAL ADVERTISING THROUGH MOBILE DEVICES, BY REGION, 2015–2023 (USD BILLION) 53
TABLE 7 MARKET FOR CONTEXTUAL ADVERTISING THROUGH MOBILE DEVICES, BY TYPE, 2015–2023 (USD BILLION) 54
TABLE 8 MARKET FOR CONTEXTUAL ADVERTISING THROUGH DESKTOPS, BY REGION, 2015–2023 (USD BILLION) 54
TABLE 9 MARKET FOR CONTEXTUAL ADVERTISING THROUGH DESKTOPS, BY TYPE,
2015–2023 (USD BILLION) 55
TABLE 10 MARKET FOR CONTEXTUAL ADVERTISING THROUGH DIGITAL BILLBOARDS,
BY REGION, 2015–2023 (USD BILLION) 55
TABLE 11 MARKET FOR CONTEXTUAL ADVERTISINGS THROUGH DIGITAL BILLBOARDS,
BY TYPE, 2015–2023 (USD BILLION) 56
TABLE 12 CONTEXTUAL ADVERTISING MARKET, BY INDUSTRY, 2015–2023 (USD BILLION) 60
TABLE 13 CONTEXTUAL ADVERTISING MARKET FOR CONSUMER GOODS, RETAIL, AND RESTAURANTS, BY REGION, 2015–2023 (USD BILLION) 61
TABLE 14 CONTEXTUAL ADVERTISING MARKET FOR TELECOM AND IT, BY REGION,
2015–2023 (USD BILLION) 62
TABLE 15 CONTEXTUAL ADVERTISING MARKET FOR BFSI, BY REGION,
2015–2023 (USD BILLION) 63
TABLE 16 CONTEXTUAL ADVERTISING MARKET FOR MEDIA AND ENTERTAINMENT,
BY REGION, 2015–2023 (USD BILLION) 64
TABLE 17 CONTEXTUAL ADVERTISING MARKET FOR TRAVEL, TRANSPORTATION, AND AUTOMOBILES, BY REGION, 2015–2023 (USD BILLION) 65
TABLE 18 CONTEXTUAL ADVERTISING MARKET FOR HEALTHCARE, BY REGION,
2015–2023 (USD BILLION) 66
TABLE 19 CONTEXTUAL ADVERTISING MARKET FOR ACADEMIA AND GOVERNMENT,
BY REGION, 2015–2023 (USD BILLION) 67
TABLE 20 CONTEXTUAL ADVERTISING MARKET FOR OTHER INDUSTRIES, BY REGION,
2015–2023 (USD BILLION) 68
TABLE 21 CONTEXTUAL ADVERTISING MARKET, BY REGION, 2015–2023 (USD BILLION) 70
TABLE 22 CONTEXTUAL ADVERTISING MARKET IN NORTH AMERICA, BY COUNTRY,
2015–2023 (USD BILLION) 73
TABLE 23 CONTEXTUAL ADVERTISING MARKET IN NORTH AMERICA, BY INDUSTRY,
2015–2023 (USD BILLION) 74
TABLE 24 CONTEXTUAL ADVERTISING MARKET IN EUROPE, BY COUNTRY/REGION,
2015–2023 (USD BILLION) 76
TABLE 25 CONTEXTUAL ADVERTISING MARKET IN EUROPE, BY INDUSTRY,
2015–2023 (USD BILLION) 77
TABLE 26 CONTEXTUAL ADVERTISING MARKET IN APAC, BY COUNTRY/REGION,
2015–2023 (USD BILLION) 79
TABLE 27 CONTEXTUAL ADVERTISING MARKET IN APAC, BY INDUSTRY,
2015–2023 (USD BILLION) 80
TABLE 28 CONTEXTUAL ADVERTISING MARKET IN ROW, BY REGION,
2015–2023 (USD BILLION) 82
TABLE 29 CONTEXTUAL ADVERTISING MARKET IN ROW, BY INDUSTRY,
2015–2023 (USD BILLION) 82
TABLE 30 RANKING OF THE TOP 5 PLAYERS IN THE CONTEXTUAL ADVERTISING
MARKET, 2017 85
TABLE 31 PRODUCT LAUNCHES AND DEVELOPMENTS, 2017 –2018 86
TABLE 32 PARTNERSHIPS, AGREEMENTS, AND COLLABORATIONS, 2015–2018 87
TABLE 33 ACQUISITIONS, 2014–2017 87



LIST OF FIGURES

FIGURE 1 RESEARCH DESIGN 17
FIGURE 2 MARKET SIZE ESTIMATION METHODOLOGY: BOTTOM-UP APPROACH 23
FIGURE 3 MARKET SIZE ESTIMATION METHODOLOGY: TOP-DOWN APPROACH 24
FIGURE 4 DATA TRIANGULATION 25
FIGURE 5 ASSUMPTIONS OF RESEARCH STUDY 26
FIGURE 6 CONTEXTUAL ADVERTISING MARKET, 2015–2023 28
FIGURE 7 ACTIVITY-BASED ADVERTISING TYPE TO HOLD THE LARGEST SIZE OF
THE CONTEXTUAL ADVERTISING MARKET IN 2018 28
FIGURE 8 MARKET FOR CONTEXTUAL ADVERTISING THROUGH MOBILE DEVICES TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 29
FIGURE 9 CONSUMER GOODS, RETAIL, AND RESTAURANTS INDUSTRY TO HOLD
THE LARGEST SIZE OF THE CONTEXTUAL ADVERTISING MARKET IN 2018 30
FIGURE 10 NORTH AMERICA HELD THE LARGEST SHARE OF THE CONTEXTUAL ADVERTISING MARKET IN 2017 31
FIGURE 11 CONTEXTUAL ADVERTISING MARKET IN APAC TO GROW AT THE HIGHEST RATE DURING THE FORECAST PERIOD 32
FIGURE 12 ACTIVITY-BASED ADVERTISING TO HOLD THE LARGEST SIZE OF THE CONTEXTUAL ADVERTISING MARKET THROUGHOUT THE FORECAST PERIOD 33
FIGURE 13 MOBILE DEVICES TO HOLD THE LARGEST SIZE OF THE CONTEXTUAL ADVERTISING MARKET IN 2018 33
FIGURE 14 CHINA TO HOLD THE LARGEST SHARE OF THE CONTEXTUAL ADVERTISING MARKET IN APAC IN 2018 34
FIGURE 15 CONSUMER GOODS, RETAIL, AND RESTAURANTS TO HOLD THE LARGEST SIZE OF THE CONTEXTUAL ADVERTISING MARKET THROUGHOUT THE FORECAST PERIOD 35
FIGURE 16 US TO HOLD THE LARGEST SHARE OF THE CONTEXTUAL ADVERTISING MARKET
IN 2018 36
FIGURE 17 CONTEXTUAL ADVERTISEMENT MARKET 37
FIGURE 18 CONTEXTUAL ADVERTISING MARKET: VALUE CHAIN ANALYSIS 40
FIGURE 19 CONTEXTUAL ADVERTISING MARKET, BY APPROACH 42
FIGURE 20 CONTEXTUAL ADVERTISING MARKET, BY TYPE 45
FIGURE 21 ACTIVITY-BASED ADVERTISING IS EXPECTED TO GROW AT THE HIGHEST CAGR IN THE CONTEXTUAL ADVERTISING MARKET DURING FORECAST PERIOD 46
FIGURE 22 MOBILE DEVICES TO HOLD THE LARGEST SIZE OF THE MARKET FOR ACTIVITY-BASED ADVERTISING THROUGHOUT THE FORECAST PERIOD 47
FIGURE 23 CONTEXTUAL ADVERTISING MARKET, BY DEPLOYMENT 51
FIGURE 24 MOBILE DEVICES TO DOMINATE THE OVERALL CONTEXTUAL ADVERTISING MARKET DURING THE FORECAST PERIOD 51
FIGURE 25 CONTEXTUAL ADVERTISING THROUGH MOBILE DEVICES IN APAC TO GROW AT
THE HIGHEST CAGR DURING THE FORECAST PERIOD 53
FIGURE 26 MARKET FOR CONTEXTUAL ADVERTISING THROUGH DIGITAL BILLBOARDS IN APAC TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 56
FIGURE 27 CONTEXTUAL ADVERTISING MARKET, BY INDUSTRY 58
FIGURE 28 CONTEXTUAL ADVERTISING MARKET FOR CONSUMER GOODS, RETAIL, AND RESTAURANTS TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 59
FIGURE 29 CONTEXTUAL ADVERTISING MARKET FOR CONSUMER GOODS, RETAIL, AND RESTAURANTS IN APAC TO GROW AT THE HIGHEST CAGR DURING
THE FORECAST PERIOD 61
FIGURE 30 CONTEXTUAL ADVERTISING MARKET FOR BFSI IN APAC TO GROW AT
THE HIGHEST CAGR DURING THE FORECAST PERIOD 63
FIGURE 31 CONTEXTUAL ADVERTISING MARKET FOR THE HEALTHCARE INDUSTRY IN APAC TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 66
FIGURE 32 CONTEXTUAL ADVERTISING MARKET, BY GEOGRAPHY 70
FIGURE 33 GEOGRAPHIC SNAPSHOT OF THE CONTEXTUAL ADVERTISING MARKET
(2018–2023) 71
FIGURE 34 SNAPSHOT OF THE CONTEXTUAL ADVERTISING MARKET IN NORTH AMERICA 72
FIGURE 35 SNAPSHOT OF THE CONTEXTUAL ADVERTISING MARKET IN EUROPE 75
FIGURE 36 SNAPSHOT OF THE CONTEXTUAL ADVERTISING MARKET IN APAC 78
FIGURE 37 SNAPSHOT OF THE CONTEXTUAL ADVERTISING MARKET IN ROW 81
FIGURE 38 GROWTH STRATEGIES ADOPTED BY MARKET PLAYERS BETWEEN 2014 AND 2018 84
FIGURE 39 GOOGLE: COMPANY SNAPSHOT 89
FIGURE 40 FACEBOOK: COMPANY SNAPSHOT 94
FIGURE 41 MICROSOFT: COMPANY SNAPSHOT 96
FIGURE 42 AMAZON.COM: COMPANY SNAPSHOT 99
FIGURE 43 YAHOO: COMPANY SNAPSHOT 103
FIGURE 44 TWITTER: COMPANY SNAPSHOT 105
FIGURE 45 IAC: COMPANY SNAPSHOT 107



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