'Contextual Advertising Industry to reach worth USD 125.79 billion in 2018'
By M4G Bureau - July 04, 2018
The growth of this market is driven by the increasing number of social media users, personalised marketing strategies and growing trend of mobile advertisement among others.
According to the new research report "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", published by Markets and Markets, the 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 is driven by the increasing number of social media users, personalised marketing strategies, and growing trend of mobile advertisement among others.
Market for mobile devices to grow at a high CAGR
The contextual advertising market for mobile devices is expected to grow at a high rate during the forecast period. Mobile devices are likely to dominate the contextual advertising market throughout the forecast period as mobile advertising has become one of the major frontiers through which customers can be attracted to any specific brand, product, or service. In addition, advertisers can target individuals depending on their interests and browsing history and customise their advertisements accordingly.
Activity-based advertising to lead the overall contextual advertising market
Activity-based advertising is a type of contextual advertising that is done based on users' browsing history and cookies. The largest market share of activity-based advertising can be attributed to the growing number of internet users. The demand for display advertising is increasing as it is the era of social media and predictive and customer behavioural analytics. If internet users search or read something on the World Wide Web, their mobile/PC screens would start displaying advertisements according to their interests or previously accessed browsing information.
North America to hold the largest share of the contextual advertising market in 2018
North America holds the largest share of the contextual advertising market. This can be attributed to the presence of key players such as Google (US), Facebook (US), and Microsoft (US) in the region. In North America, there is a large number of social media and smartphone users, and the spending on advertisements is exceptionally high compared with other regions. In addition, penetration of mobile devices is high in the US, followed by Canada; this provides marketers a stronger channel to target potential customers.
Some of the major players 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).