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
The Contextual Advertising Market was valued at USD 106.49 Billion in 2017 and is expected to be worth USD 297.68 Billion by 2023, at a CAGR of 18.80% during the forecast period. The base year considered for this report is 2017, and the forecast period considered is between 2018 and 2023.
Objectives of the report:
- To define, describe, segment, and forecast the global contextual advertising market, in terms of value, segmented on the basis of type, deployment, industry, and geography
- To describe the market on the basis of approach
- To forecast the size of the market with respect to 4 main geographies—North America, Europe, Asia Pacific (APAC), and Rest of the World (RoW)
- To strategically analyze micromarkets1 with respect to individual growth trends, prospects, and contribution to the total market
- To provide detailed information regarding the major factors influencing the growth of the market (drivers, restraints, opportunities, and challenges)
- To provide a detailed analysis of the contextual advertising value chain
- To analyze the opportunities in the market for stakeholders and detail the competitive landscape for market leaders
- To strategically profile the key players and comprehensively analyze their market ranking and core competencies2
- To analyze the major growth strategies such as contracts, joint ventures, mergers & acquisitions, product launches and developments, and research and development (R&D) carried out by the players in the contextual advertising market
- To map the competitive intelligence based on company profiles; key player strategies; and game-changing developments, such as contracts, product launches and developments, collaborations, and acquisitions
The research methodology used to estimate and forecast the market size begins by capturing the revenues of key players and their shares in the market. Calculations based on this led to the overall market size. After arriving at the overall market size, the total market has been split into several segments and subsegments, which have then been verified through primary research by conducting extensive interviews with industry experts such as CEOs, VPs, directors, and executives. The data triangulation and market breakdown procedures have been employed to complete the overall market engineering process and arrive at the exact statistics for all segments and subsegments. The breakdown of profiles of the primary respondents has been depicted in the following figure. In addition, few organizations associated with the market include Digital Advertising Alliance and American Marketing Association.
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The key players operating in the contextual advertising market are Google (US), Media.net (Dubai), Facebook (US), Microsoft (US), Amazon.com (US), AOL (Austria), Yahoo (US), Twitter (US), IAC (US), and Amobee (US), among others.
Key Target Audience:
- Publishers
- Advertisers
- Agencies
- Consumers
- Designers/Developers
- Data Management Platform Providers
- Demand-Side Platform Service Providers
- Research Organizations
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The contextual advertising market has been covered in detail in this report. To provide a holistic picture, the current market demand and forecasts have also been included in the report. The market, in this report, has been segmented as follows:
Based on Type, the Contextual Advertising Market been Segmented as follows:
- Activity-based Advertising
- Location-based Advertising
- Others
Based on Deployment, the Contextual Advertising Market been Segmented as follows:
- Mobile Devices
- Desktops
- Digital Billboards
Based on Industry, the Contextual Advertising Market been Segmented as follows:
- Consumer Goods, Retail, and Restaurants
- Telecom and IT
- Banking, Financial Services, and Insurance (BFSI)
- Media and Entertainment
- Travel, Transportation, and Automobile
- Healthcare
- Academia and Government
- Others
Based on Region, the Contextual Advertising Market been Segmented as follows:
- North America
- Europe
- APAC
- RoW
Available Customizations:
With the given market data, MarketsandMarkets offers customizations according to the company‘s specific needs. The following customization option is available for the report:
Company Information:
- Detailed analysis and profiling of additional market players (up to five)
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According to the MarketsandMarkets forecast, 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 major factors driving the growth of the market include increasing number of social media users, personalized marketing strategies, and growing trend of mobile advertisement.
The report covers the contextual advertising market based on type, deployment, industry, and geography.
Based on type, activity-based advertising is expected to account for the largest share of the overall 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.
Based on industry, the market for the consumer goods, retail, and restaurants industry is expected to register the highest growth rate during the forecast period. The growth of this market can be attributed to the wide use of digital advertising in the consumer goods, retail, and restaurants industry. In addition, digital marketing is used in the consumer goods and retail industry to improve marketing services, enhance customer intelligence, manage trade promotions, and optimize prices, and for loyalty marketing. In addition, rising purchasing power of consumers is driving the growth of the market.
Based on deployment, mobile devices are expected to account for the largest market size 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 products through SMS.
North America holds the largest share of the contextual advertising market owing to the strong presence of key players offering advertising technologies in this region. North America is expected to hold the largest share of the global market in 2018, while the market in APAC is expected to witness the highest growth during the forecast period. The high growth of the market in APAC can be attributed to the presence of countries such as China, Japan, and India in this region. These countries have a large number of internet users, which, in turn, creates huge opportunities for advertisers.
Varying standards of regulation policies and selection of relevant digital techniques and vendors pose challenges for manufacturers in the contextual advertising market. Major vendors in the market are Google (US), Media.net (Dubai), Facebook (US), Microsoft (US), Amazon.com (US), AOL (Austria), Yahoo (US), Twitter (US), IAC (US), and Amobee (US). These players have adopted various strategies, such as product launches and developments, contracts, acquisitions, partnerships, and business expansions, to cater to the needs of the market.
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Table of Contents
1 Introduction (Page No. - 13)
1.1 Objectives of Study
1.2 Definition
1.3 Scope of Market
1.3.1 Markets Covered
1.3.2 Years Considered for Study
1.4 Currency
1.5 Limitations
1.6 Contextual Advertising Market Stakeholders
2 Research Methodology (Page No. - 17)
2.1 Research Data
2.1.1 Secondary Data
2.1.1.1 List of Major Secondary Sources
2.1.1.2 Secondary Sources
2.1.2 Primary Data
2.1.2.1 Primary Interviews With Experts
2.1.2.2 Key Data From Primary Sources
2.1.2.3 Key Industry Insights
2.1.2.4 Breakdown of Primaries
2.1.3 Secondary & Primary Research
2.2 Market Size Estimation
2.2.1 Bottom-Up Approach
2.2.1.1 Approach for Capturing the Market Size By Bottom-Up Analysis (Demand Side)
2.2.2 Top-Down Approach
2.2.2.1 Approach for Capturing the Market Size By Top-Down Analysis (Supply Side)
2.3 Data Triangulation
2.4 Research Assumptions
3 Executive Summary (Page No. - 27)
4 Premium Insights (Page No. - 32)
4.1 Attractive Growth Opportunities in the Market
4.2 Market, By Type
4.3 Market, By Deployment
4.4 Market in APAC, By Industry and Region
4.5 Market, By Industry
4.6 Market, By Region
5 Market Overview (Page No. - 37)
5.1 Introduction
5.2 Market Dynamics
5.2.1 Drivers
5.2.1.1 Growing Social Media Users
5.2.1.2 Personalized Marketing Strategies
5.2.1.3 Growing Trend of Mobile Advertisement
5.2.2 Restraints
5.2.2.1 Privacy Concerns Due to Behavioral Tracking
5.2.2.2 Low Conversion Ratio Due to User Annoyance
5.2.3 Opportunities
5.2.3.1 Trending AI and Big Data Analytics in Digital Marketing
5.2.3.2 Integration of AR and VR for Digital Customer Engagement
5.2.4 Challenges
5.2.4.1 Varying Standards of Regulation Policies
5.2.4.2 Selection of Relevant Digital Techniques and Vendors
5.3 Ecosystem/Value Chain Analysis
5.3.1 Advertisers
5.3.2 Technology Providers
5.3.3 Publishers
6 Contextual Advertising Market, By Approach (Page No. - 42)
6.1 Introduction
6.2 Mass Contextual Advertising
6.3 Focused Contextual Advertising
6.4 Contextual Behavioral Advertising
6.5 Contextual Billboard Advertising
7 Contextual Advertising Market, By Type (Page No. - 44)
7.1 Introduction
7.2 Activity-Based Advertising
7.3 Location-Based Advertising
7.4 Others
7.4.1 In-App Advertising
7.4.2 In-Video Advertising
8 Contextual Advertising Market, By Deployment (Page No. - 50)
8.1 Introduction
8.2 Mobile Devices
8.3 Desktops
8.4 Digital Billboards
9 Contextual Advertising Market, By Industry (Page No. - 57)
9.1 Introduction
9.2 Consumer Goods, Retail, and Restaurants
9.3 Telecom and IT
9.4 Banking, Financial Services, and Insurance (BFSI)
9.5 Media and Entertainment
9.6 Travel, Transportation, and Automobiles
9.7 Healthcare
9.8 Academia and Government
9.9 Others
10 Contextual Advertising Market, By Geography (Page No. - 69)
10.1 Introduction
10.2 North America
10.2.1 US
10.2.2 Canada
10.2.3 Mexico
10.3 Europe
10.3.1 Germany
10.3.2 UK
10.3.3 Rest of Europe (RoE)
10.4 APAC
10.4.1 China
10.4.2 Japan
10.4.3 Rest of APAC
10.5 RoW
10.5.1 Middle East and Africa (MEA)
10.5.2 South America
11 Competitive Landscape (Page No. - 83)
11.1 Overview
11.2 Market Ranking of Players, 2017
11.3 Competitive Scenario
11.3.1 Product Launches and Developments
11.3.2 Partnerships, Agreements, and Collaborations
11.3.3 Acquisitions
12 Company Profiles (Page No. - 88)
12.1 Key Players
(Business Overview, Products Offered, Recent Developments, MnM View, SWOT Analysis)*
12.1.1 Google
12.1.2 Media.Net (Acquired By Beijing Miteno Communication Technology)
12.1.3 Facebook
12.1.4 Microsoft
12.1.5 Amazon.Com
12.1.6 Aol
12.1.7 Yahoo
12.1.8 Twitter
12.1.9 IAC
12.1.10 Amobee (Subsidiary of Singapore Telecommunications)
*Business Overview, Products Offered, Recent Developments, MnM View, SWOT Analysis Might Not Be Captured in Case of Unlisted Companies.
12.2 Key Innovators
12.2.1 Act-On Software
12.2.2 Simplycast
12.2.3 Inmobi
12.2.4 Flytxt
12.2.5 Infolinks
12.3 Other Important Players
12.3.1 Adobe Systems
12.3.2 Sap
12.3.3 Marketo
12.3.4 Millennial Media
12.3.5 Flurry (Yahoo’s Developer Network)
13 Appendix (Page No. - 116)
13.1 Discussion Guide
13.2 Knowledge Store: Marketsandmarkets’ Subscription Portal
13.3 Introducing RT: Real-Time Market Intelligence
13.4 Available Customizations
13.5 Related Reports
13.6 Author Details
List of Tables (33 Tables)
Table 1 Market, By Type, 2015–2023 (USD Billion)
Table 2 Market for Activity-Based Advertising, By Deployment, 2015–2023 (USD Billion)
Table 3 Market for Location-Based Advertising, By Deployment, 2015–2023 (USD Billion)
Table 4 Market for Other Advertising Types, By Deployment, 2015–2023 (USD Billion)
Table 5 Market, By Deployment, 2015–2023 (USD Billion)
Table 6 Market for Contextual Advertising Through Mobile Devices, By Region, 2015–2023 (USD Billion)
Table 7 Market for Contextual Advertising Through Mobile Devices, By Type, 2015–2023 (USD Billion)
Table 8 Market for Contextual Advertising Through Desktops, By Region, 2015–2023 (USD Billion)
Table 9 Market for Contextual Advertising Through Desktops, By Type, 2015–2023 (USD Billion)
Table 10 Market for Contextual Advertising Through Digital Billboards, By Region, 2015–2023 (USD Billion)
Table 11 Market for Contextual Advertisings Through Digital Billboards, By Type, 2015–2023 (USD Billion)
Table 12 Market, By Industry, 2015–2023 (USD Billion)
Table 13 Market for Consumer Goods, Retail, and Restaurants, By Region, 2015–2023 (USD Billion)
Table 14 Market for Telecom and It, By Region, 2015–2023 (USD Billion)
Table 15 Market for BFSI, By Region, 2015–2023 (USD Billion)
Table 16 Market for Media and Entertainment, By Region, 2015–2023 (USD Billion)
Table 17 Market for Travel, Transportation, and Automobiles, By Region, 2015–2023 (USD Billion)
Table 18 Market for Healthcare, By Region, 2015–2023 (USD Billion)
Table 19 Market for Academia and Government, By Region, 2015–2023 (USD Billion)
Table 20 Market for Other Industries, By Region, 2015–2023 (USD Billion)
Table 21 Market, By Region, 2015–2023 (USD Billion)
Table 22 Market in North America, By Country, 2015–2023 (USD Billion)
Table 23 Market in North America, By Industry, 2015–2023 (USD Billion)
Table 24 Market in Europe, By Country/Region, 2015–2023 (USD Billion)
Table 25 Market in Europe, By Industry, 2015–2023 (USD Billion)
Table 26 Market in APAC, By Country/Region, 2015–2023 (USD Billion)
Table 27 Market in APAC, By Industry, 2015–2023 (USD Billion)
Table 28 Market in RoW, By Region, 2015–2023 (USD Billion)
Table 29 Market in RoW, By Industry, 2015–2023 (USD Billion)
Table 30 Ranking of the Top 5 Players in the Market, 2017
Table 31 Product Launches and Developments, 2017 –2018
Table 32 Partnerships, Agreements, and Collaborations, 2015–2018
Table 33 Acquisitions, 2014–2017
List of Figures (45 Figures)
Figure 1 Research Design
Figure 2 Market Size Estimation Methodology: Bottom-Up Approach
Figure 3 Market Size Estimation Methodology: Top-Down Approach
Figure 4 Data Triangulation
Figure 5 Assumptions of Research Study
Figure 6 Market, 2015–2023
Figure 7 Activity-Based Advertising Type to Hold the Largest Size of the Market in 2018
Figure 8 Market for Contextual Advertising Through Mobile Devices to Grow at the Highest CAGR During the Forecast Period
Figure 9 Consumer Goods, Retail, and Restaurants Industry to Hold the Largest Size of the Market in 2018
Figure 10 North America Held the Largest Share of the Contextual Advertising Market in 2017
Figure 11 Market in APAC to Grow at the Highest Rate During the Forecast Period
Figure 12 Activity-Based Advertising to Hold the Largest Size of the Market Throughout the Forecast Period
Figure 13 Mobile Devices to Hold the Largest Size of the Market in 2018
Figure 14 China to Hold the Largest Share of the Market in APAC in 2018
Figure 15 Consumer Goods, Retail, and Restaurants to Hold the Largest Size of the Market Throughout the Forecast Period
Figure 16 US to Hold the Largest Share of the Market in 2018
Figure 17 Contextual Advertisement Market
Figure 18 Market: Value Chain Analysis
Figure 19 Market, By Approach
Figure 20 Market, By Type
Figure 21 Activity-Based Advertising is Expected to Grow at the Highest CAGR in the Market During Forecast Period
Figure 22 Mobile Devices to Hold the Largest Size of the Market for Activity-Based Advertising Throughout the Forecast Period
Figure 23 Market, By Deployment
Figure 24 Mobile Devices to Dominate the Overall Market During the Forecast Period
Figure 25 Contextual Advertising Through Mobile Devices in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 26 Market for Contextual Advertising Through Digital Billboards in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 27 Market, By Industry
Figure 28 Market for Consumer Goods, Retail, and Restaurants to Grow at the Highest CAGR During the Forecast Period
Figure 29 Market for Consumer Goods, Retail, and Restaurants in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 30 Market for BFSI in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 31 Market for the Healthcare Industry in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 32 Market, By Geography
Figure 33 Geographic Snapshot of the Market (2018–2023)
Figure 34 Snapshot of the Market in North America
Figure 35 Snapshot of the Market in Europe
Figure 36 Snapshot of the Market in APAC
Figure 37 Snapshot of the Market in RoW
Figure 38 Growth Strategies Adopted By Market Players Between 2014 and 2018
Figure 39 Google: Company Snapshot
Figure 40 Facebook: Company Snapshot
Figure 41 Microsoft: Company Snapshot
Figure 42 Amazon.Com: Company Snapshot
Figure 43 Yahoo: Company Snapshot
Figure 44 Twitter: Company Snapshot
Figure 45 IAC: Company Snapshot
Growth opportunities and latent adjacency in Contextual Advertising Market