Global Online Advertising Market Report and Forecast 2024-2032

Global Online Advertising Market Outlook

The global online advertising market size reached approximately USD 245.08 billion in 2023. The market is assessed to grow at a CAGR of 10.4% between 2024 and 2032 to attain a value of around USD 597.10 billion by 2032.

Key Trends in the Market

Online advertising, variously known as online marketing, refers to a marketing strategy that uses the internet to obtain website traffic and deliver and target marketing strategies to customers. It is affordable, inclusive, and easy to manage, hence is widely used by businesses to expand their reach, increase their brand exposure, and gain new audiences.

• The growing smartphone ownership and the rising accessibility to high-speed internet are driving the online advertising market growth. With the number of internet users surging, online marketing has become crucial for companies to engage, retain, and convert target audiences, drive sales, and increase revenue.

In addition to this, brands are increasingly adopting online advertising solutions as compared to their traditional counterparts as they can be swiftly implemented, easily reach massive mobile users, and offer measurable metrics such as click rate, impressions, time on a page, and views, among others.

• One of the key online advertising market trends is the growing demand for personalised content. Companies are adopting personalised marketing strategies such as custom video messages, targeted emails, social media marketing, and product recommendations to improve customer experiences, increase return on investments (ROI), and enhance brand loyalty.

• Technological advancements are significantly revolutionising the online advertising market demand. Advertisers are using technologies like marketing automation to streamline various processes, reduce customer acquisition expenses, improve operational effectiveness and productivity, and support decision-making processes.

There is also an increasing usage of artificial intelligence (AI) to identify target audiences, improve the performance of online ads, gain insights into the ad spend and strategies of competitors, hyper-personalise ads, and optimise advertising performance and budget. Moreover, the surging usage of artificial intelligence to automate conversational marketing is anticipated to aid the online advertising market development in the coming years.

Market Analysis

Based on type, the market is segmented into search engine advertising/search engine marketing, social media advertising, video advertising, and online classified ads, among others. On the basis of end use, the online advertising market segmentation includes automotive, retail, healthcare, BFSI, and telecom, among others. The major regional markets for online advertising include North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global online advertising market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

• Google LLC  

• Facebook, Inc. 

• Microsoft Corporation  

• Amazon.com, Inc 

• X Corporation 

• Yahoo Inc. 

• LinkedIn Corporation 

• Verizon Communications Inc. 

• Adobe Inc 

• HULU, LLC 

• Others

Market Share by Type

As per the online advertising market analysis, search engine advertising/search engine marketing represents a significant market share as it plays an important role in improving brand recognition and increasing website traffic.

Video advertising is also gaining significant prominence among marketers due to its high effectiveness in lead generation. Various social media platforms like TikTok and Instagram boast built-in video creation features, making it easy for marketers to create videos like behind-the-scenes content, interview videos, tutorials, and product videos, among others.

Market Share by Region

North America represents a significant portion of the online advertising market share due to the presence of key players such as Microsoft, Amazon, and LinkedIn, among others. The high internet usage and smartphone ownership, coupled with the extensive popularity of social media platforms like Facebook and TikTok, are also favouring the market growth in the region.

Competitive Landscape

Verizon Communications Inc., established in 2000, is a leading technology and communication service provider. It is headquartered in New York, the United States, and provides data, video, and voice solutions and services on its platforms and networks. Through its innovative solutions, the company aims to meet evolving customer demand for reliable network connectivity, mobility, control, and security.

LinkedIn Corporation, launched in 2003, is a leading professional network company that is headquartered in California, the United States. The company was acquired by Microsoft Corporation in 2016 and gains revenue from advertising sales, membership solutions, and recruitment solutions.

HULU, LLC, headquartered in California, the United States, is a premium streaming service that offers live and on-demand entertainment. Its service, Hulu + Live TV, offers a combination of access to more than 90 entertainment, live news, and sports TV channels.

Other online advertising market players include Google LLC, Facebook, Inc., Microsoft Corporation, Amazon.com, Inc, X Corporation, Yahoo Inc., and Adobe Inc, among others.

Key Highlights of the Report

Online Advertising Market Report Snapshots

Online Advertising Market Size

Online Advertising Market Analysis

Online Advertising Market Share

Online Advertising Companies