SAN FRANCISCO, March 11, 2022 /PRNewswire/ — New market research published by Global Industry Analysts Inc., (GIA), the leading market research firm, today released its report titled “Contextual Advertising – 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: ten; Published: February 2022
Executive Pool: 24731
Companies: 152 – Drives covered include Adobe Systems Incorporated; Amazon.com; Amobee, Inc.; AOL; Facebook; Gust; Flytxt; Google; IAC; Information links; Media.net; Microsoft; SAP SE; Twitter, Inc.; Yahoo! Inc. and others.
Blanket: All major geographies and key segments
segments: Type (activity-based advertising, location-based advertising, other types); Vertical (consumer goods, retail and restaurants; IT and telecommunications; BFSI; media and entertainment; travel, transportation and automotive; healthcare; universities and government)
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 contextual advertising market to reach $335.1 billion by 2026
Contextual advertising refers to advertising made available on a website that is relevant to the content of the page. Advertisements are usually displayed through automated systems and the content of advertisements is directly related to the content of the web page viewed by the user. Ads are selected based on keyword targeting. Also known as contextual technology or in-text advertising, contextual advertising is a type of targeted advertising controlled using linguistic elements. This advertising system works by analyzing the text of the website for keywords based on which advertisements are sent to the web page. Ads appear as pop-up ads. An example of contextual advertising is the display of ticket sellers and souvenir sellers to users visiting sports websites. Search engines also use contextual advertisements to display advertisements on search result pages. Search engines use keywords in user queries to choose ads. A minimum time is given for the display allowing the visitor to click on the ad and if the user does not click on it within that time, the ad automatically moves to the next relevant one. One of the main advantages of contextual advertising is that it is less irritating to users compared to conventional advertising. Because of this, it is able to effectively influence more people and increase the chances of ad response.
Amid COVID-19 crisis, Global Contextual Advertising Market Estimated at US$199.8 billion in 2022, is expected to reach a revised size of US$335.1 billion by 2026, growing at a CAGR of 13.3% over the analysis period. Activity-based advertising, one of the segments analyzed in the report, is expected to grow at a CAGR of 14.2% to reach 195 billion US dollars 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 location-based advertising segment is readjusted to a revised CAGR of 12.8% for the next 7-year period. This segment currently represents a 40.6% share of the global contextual advertising market. Activity-based advertising currently dominates the global contextual advertising market and is expected to continue to hold the largest share and fastest growth over the analysis period. The largest activity-based advertising market share is attributable to a growing number of internet users. In this age of social media, as well as predictive/customer behavior analytics, the demand for display advertising is increasing. Activity-based advertising primarily includes logos, graphics, text, and images, among others. These advertisements are displayed on emails, web pages, as well as instant messaging (IM) applications.
The US market is estimated at $64.6 billion in 2022, when China is expected to reach $45.4 billion by 2026
The contextual advertising market in the United States is estimated at US$64.6 billion in 2022. The country currently accounts for a 32.76% share of the global market. Chinaworld’s second largest economy, is expected to reach an estimated market size of US$45.4 billion in 2026 with a CAGR of 16.3% over the analysis period. Other notable geographic markets include Japan and Canada, each predicting growth of 11.3% and 11.8% respectively over the analysis period. In Europe, Germany is expected to grow at around 12.4% CAGR while the rest of the European market (as defined in the study) will reach US$52.1 billion at the end of the analysis period.
The market is expected to witness encouraging growth supported by marketers who are investing heavily in the development of new products; increase in the number of social media users in many developed and developing countries; and the growing trend of mobile advertising. Other key factors responsible for driving growth include increased adoption of artificial intelligence and big data analytics in digital marketing; increase in the number and use of smartphones; as well as personalized global marketing strategies. Further, the use and integration of augmented reality and virtual reality with regards to digital customer engagement is expected to offer immense growth opportunities, while also ensuring rapid market growth in the future. close. Mobile devices, on a deployment basis, are likely to represent the largest market size. Mobile advertising is one of the major advancements that attract customers to a specific product, service or brand. The growth of mobile advertising is expected to support the overall growth of the global contextual advertising market in the near future.
Publishers use smart ways to use contextual data tools; thereby gaining more control over their contextual advertising revenue as the focus shifts away from data-rich, third-party based audience targeting. Contextual ad targeting involves advertisements that are displayed to people based on the environment in which the content is played. This is becoming increasingly nuanced as brand safety requires more specific technology tools in their classification of a page that goes beyond low key keywords. Publishers build their contextual advertising tools and integrate them with first-party data segments. Publishers associate contextual data with existing proprietary data identifiers that include email addresses or CRM records; develop duplicate audience segments for unknown audience purposes. Continued
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