Digital Advertising and Marketing Market to Reach $786.2 Billion by 2026

New market research published by Global Industry Analysts Inc., (GIA), the leading market research firm, today released its report entitled “Digital Advertising and Marketing – Global Market Trajectory and Analysis”. The report presents new insights into the opportunities and challenges in a significantly transformed post COVID-19 market.

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Editing: 17; Published: February 2022
Executive Pool: 79739
Companies: 311 – Players covered include Acxiom Corporation; Alibaba Group Holding Limited;, Inc.; Baidu, Inc.; Dentsu International; Eniro AB; Data Management Epsilon, LLC; Facebook, Inc.; Google Inc.; IAC/InterActiveCorp. ; Microsoft Corporation; LinkedIn Corporation;, Inc.; SXM media; Tencent holdings ltd. ; TradeDoubler AB; Twitter, Inc.; Xaxis, LLC; Verizon Media and others.
Blanket: All major geographies and key segments
segments: Mode/Format (Display, Search, Other Modes/Formats); Vertical (Retail & Consumer Goods, Automotive, BFSI, IT & Telecom, Media & Entertainment, Tourism, Education, Other Verticals)
Geographies: World; United States; Canada; Japan; China; Europe; France; Germany; Italy; UK; Spain; Russia; Rest of Europe; Asia Pacific; Australia; India; South Korea; Rest of Asia Pacific; Latin America; Argentina; Brazil; Mexico; Rest of Latin America; Middle East; Iran; Israel; Saudi Arabia; UNITED ARAB EMIRATES; Rest of Middle East; Africa.

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Global Digital Advertising and Marketing Market to Reach $786.2 billion by 2026
The Covid-19 pandemic has forced people to stay home and/or work remotely, resulting in a huge increase in online traffic. Large increases in online traffic provide businesses with the opportunity to keep their target audience engaged through digital marketing initiatives. While overall digital marketing spending has declined due to pandemic-induced reductions in marketing and advertising budgets during lockdown, available budgets are being directed towards digital marketing initiatives. Additionally, advertisers realize higher returns on their investments due to less competition for advertising space. As a result, the pandemic is driving changes in companies’ digital marketing strategies, especially in companies where digital marketing initiatives had a relatively low priority.

Clicks and display ads are among the most important forms of digital marketing initiatives. Clicks are expensive compared to display ads because clicks ensure the customer is directed to the advertiser’s website. However, clicks provide a better return on investment. Falling digital marketing budgets across the board have led to lower costs per click. As a result, marketers get more clicks for the same cost. Proactive advertisers with long-term prospects use lower click costs to improve their marketing plans and stand to gain when conditions improve. Continued spending on digital marketing initiatives would ensure these advertisers have high recall of their products or services when conditions improve. Additionally, the lower costs of digital marketing, along with adverse circumstances for other marketing and advertising formats, are driving advertisers to explore and/or increase their marketing spend in digital marketing.

Amid COVID-19 crisis, Global Digital Advertising and Marketing Market Estimated at US$476.9 billion in 2022, is expected to reach a revised size of US$786.2 billion by 2026, growing at a CAGR of 13.9% over the analysis period. Display, one of the segments analyzed in the report, is expected to grow at a CAGR of 15.5% to reach US$521.5 billion at the end of the analysis period. After a thorough analysis of the business implications of the pandemic and the induced economic crisis, the growth of the Search segment is readjusted to a revised CAGR of 12.2% for the next 7-year period. This segment currently accounts for a 40.9% share of the global digital advertising and marketing market. Online display advertising is similar to billboard advertising, print ads, and TV ads, and provides viewers with advance information about the product or service being promoted. Research has revealed the positive impact of display ads on user behavior, even at lower click-through rates, due to the ability of these ads to stick in a user’s mind longer than triggered ads. by research. Main portals, including Google and MSN; as well as social media sites such as Facebook and Twitter are using display ads, which bolsters the continued popularity of this format. The dominance of display advertising is expected to continue its growth trajectory as the format adapts to the growing mobile advertising landscape. Additionally, the introduction of native ads as a measure to combat the growing practice of user blocking of ads is also expected to drive further growth in display ads. On the other hand, search advertising has proven to be particularly effective for local businesses, helping them gain greater exposure in terms of visibility. With search being the most common starting point for consumers surfing the Internet, search dominates the Internet advertising market.

The US market is estimated at $179.4 billion in 2022, when China is expected to reach $254.9 billion by 2026
The US digital advertising and marketing market is estimated at US$179.4 billion in 2022. The country currently accounts for a 38.6% share of the global market. Chinaworld’s second largest economy, is expected to reach an estimated market size of US$254.9 billion in 2026 with a CAGR of 18.4% over the analysis period. Other notable geographic markets include Japan and Canada, each predicting growth of 7.6% and 8.1% respectively over the analysis period. In Europe, Germany is expected to grow at around 5.8% CAGR while the rest of the European market (as defined in the study) will reach US$288.5 billion at the end of the analysis period.

Developed regions, including the United States, Canada, Japan and Europe, constitute key revenue sources for the global digital advertising and marketing market. Factors such as the huge penetration of connected devices, a highly developed digital ecosystem supported by major media companies and ICT service providers, and a strong focus on digital media campaigns among businesses remain major contributors to the growth and progress of the digital advertising market in developed countries. Per capita spending on connected devices remains high in developed regions, with a large share of consumers buying mid- to high-end devices for various purposes. Products with sophisticated features and functions are popular among consumers, and the price of the product remains mostly unimportant because the majority of consumers are affluent. While consumer affluence and the general inclination towards advanced technologies are driving wider acceptance of connected devices, the active participation of major electronics manufacturers is driving the market. While the penetration of connected devices and the inclination of consumers towards digital solutions remain high, the developed regions represent the main markets for digital advertising and marketing globally.

By vertical segment, retail and consumer goods to be achieved $158.3 billion by 2026
The Global Retail & Consumer Goods segment (vertical) is estimated at US$103.1 billion in 2022, and should reach US$158.3 billion by 2026, reflecting a compound annual growth rate of 11.9% over the analysis period. China constitutes the largest regional market for the Retail & Consumer Goods segment, accounting for 36.1% of global sales. China is poised to record the fastest compound annual growth rate of 15.3% over the analysis period, reaching US$76.7 billion at the end of the analysis period. Continued

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