1 序文
2 調査範囲と方法論
2.1 調査の目的
2.2 ステークホルダー
2.3 データソース
2.3.1 一次情報源
2.3.2 二次情報源
2.4 市場推定
2.4.1 ボトムアップ・アプローチ
2.4.2 トップダウンアプローチ
2.5 予測方法
3 エグゼクティブサマリー
4 世界の広告市場の紹介
4.1 現在の市場動向と過去の市場動向
4.2 COVID-19の影響
4.3 各セグメントの業績
4.4 各地域のパフォーマンス
4.5 主要プレイヤーとその市場シェア
4.6 市場予測
5 世界の広告市場産業別パフォーマンス
5.1 世界のテレビ広告市場
5.1.1 現在の市場動向と過去の市場動向
5.1.2 各セグメントのパフォーマンス
5.1.3 各地域のパフォーマンス
5.1.4 主要産業の貢献
5.1.5 市場予測
5.2 世界の印刷広告市場
5.2.1 現在の市場動向と過去の市場動向
5.2.2 新聞広告市場
5.2.2.1 現在の市場動向と過去の市場動向
5.2.2.2 主要新聞社読者別パフォーマンス
5.2.2.3 市場予測
5.2.3 雑誌広告
5.2.3.1 現在の市場動向と過去の市場動向
5.2.3.2 主要雑誌：読者層別パフォーマンス
5.2.3.3 市場予測
5.2.4 主要産業の貢献
5.2.5 市場予測
5.3 世界のラジオ広告市場
5.3.1 現在のトレンドと過去のトレンド
5.3.2 世界のラジオ広告市場：地域別パフォーマンス
5.3.3 主要産業の貢献度
5.3.4 市場予測
5.4 世界の屋外広告市場
5.4.1 現在の動向と過去の動向
5.4.2 地域別パフォーマンス
5.4.3 各セグメントのパフォーマンス
5.4.4 主要産業の貢献度
5.4.5 市場予測
5.5 世界のインターネット広告市場
5.5.1 現在の動向と過去の動向
5.5.2 各地域のパフォーマンス
5.5.3 検索広告市場
5.5.3.1 現状と過去のトレンド
5.5.3.2 市場予測
5.5.4 ディスプレイ広告市場
5.5.4.1 現状と過去動向
5.5.4.2 市場予測
5.5.5 クラシファイド広告市場
5.5.5.1 最新トレンドと過去トレンド
5.5.5.2 市場予測
5.5.6 ビデオ広告市場
5.5.6.1 現状と過去動向
5.5.6.2 市場予測
5.5.7 主要産業の貢献
5.5.8 最も訪問者の多いウェブサイト
5.5.9 市場予測
5.6 世界のモバイル広告市場
5.6.1 現在のトレンドと過去のトレンド
5.6.2 各地域のパフォーマンス
5.6.3 主要産業の貢献度
5.6.4 市場予測
5.7 世界のシネマ広告市場
5.7.1 現状と過去の動向
5.7.2 各地域の実績
5.7.3 主要産業の貢献
5.7.4 市場予測
6 世界の広告市場SWOT産業分析
6.1 概要
6.2 強み
6.3 弱点
6.4 機会
6.5 脅威
7 世界の広告市場：バリューチェーン分析
7.1 リサーチ
7.2 コンテンツ開発
7.3 広告代理店
7.4 広告メディア
7.5 オーディエンス
8 世界の広告市場ポーターのファイブフォース分析
8.1 概要
8.2 買い手の交渉力
8.3 供給者の交渉力
8.4 競争の程度
8.5 新規参入の脅威
8.6 代替品の脅威
9 世界の広告市場：トッププレイヤー
9.1 WPP Group PLC
9.2 オムニコム・グループ
9.3 ピュブリシスグループ
9.4 インターパブリック・グループ・オブ・カンパニーズ
9.5 株式会社電通
図1：世界：広告市場：主な推進要因と課題
図2：世界：広告市場：売上額（単位：億米ドル）、2019年～2024年
図3：世界：広告市場図3：広告市場の世界：セグメント別構成比（単位：%）、2024年
図4：世界：広告市場：図4：広告の世界市場：金額別地域別構成比（単位：億ドル）、2019年・2024年
図5：世界：広告市場：広告の世界市場：地域別構成比（単位：%）、2024年
図6：世界：広告市場：図6：広告の世界市場：主要企業のシェア（単位：%）、2024年
図7：世界：広告市場予測：売上金額（単位：億米ドル）、2025年～2033年
図8：世界：広告市場予測：図8：広告の世界市場予測：セグメント別構成比（単位：%）、2033年
図9：世界：広告市場の予測：地域別構成比（%）、2033年
図10：世界：テレビ広告市場：売上金額（単位：億米ドル）、2019年～2024年
図11：世界：テレビ広告市場：図11：テレビ広告の世界市場：セグメント別構成比（単位：%）、2024年
図12：世界：テレビ広告市場：図12：テレビ広告の世界市場：地域別構成比（単位：億ドル）、2024年
図13：テレビ広告の世界市場：テレビ広告の世界市場：地域別内訳（単位：%）、2024年
図14：テレビ広告の世界市場：地域別構成比（単位：%）、2024年テレビ広告の世界市場：産業別構成比（%）、2024年
図15：テレビ広告の世界市場予測：売上金額（単位：億米ドル）、2025年～2033年
図16：テレビ広告の世界市場予測：図16：テレビ広告の世界市場予測：セグメント別売上金額（単位：億米ドル）、2025年～2033年
図17：世界の印刷広告市場：売上金額（単位：億米ドル）、2019年～2024年
図18：世界：印刷広告市場：セグメント別構成比（単位：％）、2019年～2024年
図19：世界：新聞広告市場：売上金額（単位：億米ドル）、2019年～2024年
図20：世界：新聞の発行部数収入（単位：億米ドル）、2012年および2019年
図21：世界：新聞広告市場予測：販売額（単位：億米ドル）、2025年～2033年
図22：世界：雑誌広告市場：売上金額（単位：億米ドル）、2019年～2024年
図23：世界：雑誌の発行部数収入（単位：億米ドル）、2012年および2019年
図24：世界：雑誌広告市場予測：販売額（単位：億米ドル）、2025年～2033年
図25：世界：印刷広告市場：業種別内訳（単位）
図26：印刷広告の世界市場予測世界：印刷広告市場予測：販売額（単位：億米ドル）、2025年～2033年
図27：印刷広告の世界市場予測世界：印刷広告市場の予測：セグメント別構成比（単位：％）、2025年～2033年
図28：世界のラジオ広告市場：売上金額（単位：億米ドル）、2019年～2024年
図29：世界のラジオ広告市場：金額別地域別内訳（単位：億米ドル）、2024年・2033年
図30：世界：ラジオ広告市場ラジオ広告の世界市場：地域別構成比（単位：％）、2024年
図31：世界のラジオ広告市場：地域別内訳ラジオ広告の世界市場：産業別構成比（単位：%）、2024年ラジオ広告市場：産業別内訳（%）、2024年
図32：世界のラジオ広告市場予測：2024年ラジオ広告市場の予測：売上金額（単位：億米ドル）、2025年～2033年
図33：世界：屋外広告市場屋外広告市場：売上額（単位：億米ドル）、2019年～2024年
図34：世界の屋外広告市場：屋外広告市場の地域別構成：金額（単位：億米ドル）、2024年および2033年
図35：世界：屋外広告市場屋外広告の世界市場屋外広告市場：地域別構成比（単位：%）、2024年
図36：世界の屋外広告市場：2024年屋外広告市場：セグメント別構成比（単位：%）、2024年屋外広告市場：セグメント別構成比（%）、2024年
図37：世界の屋外広告の世界市場：屋外広告市場：産業別構成比（%）、2024年
図38：世界の屋外広告市場予測：2024年屋外広告市場の予測：販売額（単位：億米ドル）、2025年～2033年
図39：世界：インターネット広告市場：売上金額（単位：億米ドル）、2019年～2024年
図40：世界：インターネット広告市場：セグメント別構成比（単位：%）、2024年
図41：世界：インターネット広告市場：世界のインターネット広告市場：地域別金額構成比（単位：億ドル）、2024年および2033年
図42：世界：インターネット広告市場：地域別内訳（単位：％）、2024年
図43：世界：検索広告市場：売上金額（単位：億米ドル）、2019年～2024年
図44：検索広告の世界市場予測世界：検索広告市場予測：売上金額（単位：億ドル）、2025年～2033年
図45：世界：ディスプレイ広告市場ディスプレイ広告市場：売上金額（単位：億米ドル）、2019年～2024年
図46：ディスプレイ広告市場世界：ディスプレイ広告市場予測ディスプレイ広告市場予測：売上金額（単位：億米ドル）、2025年～2033年
図47：世界：クラシファイド広告市場：売上金額（単位：億米ドル）、2019年～2024年
図48：世界：クラシファイド広告市場予測：売上金額（単位：億米ドル）、2025年～2033年
図49：世界：動画広告市場：売上金額（単位：億米ドル）、2019年～2024年
図50：世界の動画広告市場予測：売上金額（単位：億米ドル）、2025年～2033年
図51：世界：インターネット広告市場：業種別構成比（単位：％）、2024年
図52：インターネット広告の世界市場世界：インターネット広告市場：最も訪問者の多いウェブサイト
図53：世界：インターネット広告市場予測：売上金額（単位：億米ドル）、2025年～2033年
図54：世界：モバイル広告市場：売上金額（単位：億米ドル）、2019年～2024年
図55：世界：モバイル広告市場：セグメント別構成比（単位：%）、2024年
図56：世界：モバイル広告市場：モバイル広告の世界市場：金額別地域別構成比（単位：億ドル）、2024年および2033年
図57：世界：モバイル広告市場：地域別構成比（単位：％）、2024年
図58：世界：モバイル広告市場：モバイル広告の世界市場：産業別内訳（%）、2024年
図59：世界：モバイル広告市場予測：売上金額（単位：億米ドル）、2025年～2033年
図60：シネマ広告の世界市場売上金額（単位：億米ドル）、2019年～2024年
図61：世界：映画館広告市場：地域別売上金額（単位：億米ドル）、2024年・2033年
図62：世界：映画館広告市場：地域別内訳（単位：％）、2024年
図63：世界：映画館広告市場：世界の映画館広告市場：産業別内訳（単位）
[表一覧］
表1：世界：広告市場：表1：世界：広告市場：各種セグメントの業績（単位：億米ドル）、2019年～2024年
表2：世界：広告市場予測：各種セグメントの業績（単位：億米ドル）、2025年～2033年
表3：世界：新聞広告市場：発行部数上位新聞（単位：万部）
表4：世界：雑誌広告市場：世界の雑誌広告市場：上位雑誌の読者数（単位：万人）
表5：世界：インターネット広告市場：訪問者数の多いウェブサイト
The global advertising market size reached USD 676.8 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 995.0 Billion by 2033, exhibiting a growth rate (CAGR) of 4.4% during 2025-2033. The market is experiencing steady growth driven by the shift towards online platforms, rising utilization of artificial intelligence (AI) to enable precise audience targeting and real-time bidding, and increasing consumer demand for ethical and environmentally responsible brands.
Advertising Market Analysis:
Market Growth and Size: The market is witnessing moderate growth, driven by digital transformation and the shift towards online advertising, along with the growing importance of data-driven marketing strategies.
Technological Advancements: Technological innovations, such as the integration of artificial intelligence (AI) and data analytics, are enhancing advertising, enabling targeted and personalized campaigns.
Industry Applications: The market is experiencing a rise in the demand from diverse industries, including retail, healthcare, automotive, and e-commerce, thereby driving sales and brand visibility.
Geographical Trends: North America leads the market on account of a strong economy, significant consumer spending, and a robust digital advertising ecosystem. However, Asia Pacific is emerging as a fast-growing market, driven by the adoption of digital advertising and the increasing middle-class population.
Competitive Landscape: Key players are investing in digital and data-driven strategies to target audiences with precision. Major players are leveraging their vast user data and ad platforms. They are also diversifying by integrating digital channels and programmatic advertising into their offerings.
Challenges and Opportunities: While the market faces challenges, such as ad fraud and privacy concerns, it also encounters opportunities in innovative ad formats and expanding into emerging markets.
Future Outlook: The future of the advertising market looks promising, with emerging technologies and the increasing integration of advertising into everyday life.
Advertising Market Trends:
Digital transformation and online presence
The shift towards online platforms is fundamentally changing how businesses reach and engage with their audiences. As consumers are spending more time online, advertisers are recognizing the need to establish a strong online presence to remain competitive. This factor is characterized by the increasing significance of digital advertising channels, including social media, search engine marketing, and display advertising. Advertisers are leveraging the power of data analytics to target specific demographics and personalize their messaging. Additionally, e-commerce platforms are becoming integral to advertising strategies, driving sales directly from online ads. The increasing investment in digital advertising, with budgets reallocated from traditional media to digital channels, is propelling the growth of the market. Advertisers are embracing the dynamic and data-rich nature of digital advertising, making it a pivotal factor driving the evolution of the advertising market.
Rising utilization of artificial intelligence (AI)
Artificial intelligence (AI) is used as a transformative medium in the advertising industry. AI-powered solutions are revolutionizing how advertisers create, deliver, and optimize campaigns. Machine learning (ML) algorithms enable precise audience targeting and real-time bidding, optimizing ad placements for maximum impact and efficiency. AI-driven tools also enhance ad creatives through content generation, A/B testing, and dynamic ad variations, improving engagement and conversion rates. Moreover, AI-powered analytics provide advertisers with actionable insights, enabling data-driven decision-making and campaign refinements. The ability of AI to process vast amounts of data quickly and accurately positions it as a key driver of advertising effectiveness and efficiency. Advertisers who harness AI technologies are gaining a competitive edge, making AI a dominant factor shaping the advertising market.
Shift toward sustainable advertising practices
Sustainability is becoming a prominent factor driving the advertising market. In addition, the growing consumer demand for ethical and environmentally responsible brands is offering a favorable market outlook. Advertisers are increasingly adopting sustainability as a core element of their messaging and business practices. Sustainable advertising involves showcasing eco-friendly products, promoting ethical sourcing, and transparent supply chains. Brands that prioritize sustainability resonate with environment conscious consumers, fostering brand loyalty and positive public perception. This factor aligns with broader societal trends, which encourage businesses to contribute to a better world. As consumers are becoming more discerning, advertisers who integrate sustainability into their campaigns not only address consumer preferences but also contribute to a sustainable future.
Data-driven marketing and personalization
Data-driven marketing and personalization is offering lucrative growth opportunities to industry investors. In addition, the collection and analysis of consumer data is revolutionizing how advertisers create and deliver campaigns. This factor is characterized by the relentless pursuit of personalization and relevance in advertising efforts. Advertisers are collecting vast amounts of data from various sources, including online behavior, social media interactions, and purchase history, to gain deep insights into consumer preferences and behavior. These insights enable the creation of highly targeted and personalized ad campaigns. Personalization not only enhances consumer engagement but also drives higher conversion rates and return on investment (ROI). Advertisers can tailor their messaging, offers, and creative content to resonate with specific audience segments, maximizing the impact of their advertising spend. Furthermore, the rise of marketing automation and customer relationship management (CRM) systems empowers advertisers to automate personalized marketing campaigns at scale. As consumers are increasingly expecting tailored experiences, there is a rise in the demand for data-driven marketing and personalization around the world.
Advertising Industry Segmentation:
IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2025-2033. Our report has categorized the market based on type.
Breakup by Type:
• Television Advertising
• Print Advertising
• Newspaper Advertising
• Magazine Advertising
• Radio Advertising
• Outdoor Advertising
• Internet Advertising
• Search Advertising
• Display Advertising
• Classified Advertising
• Video Advertising
• Mobile Advertising
• Cinema Advertising
Television accounts for the majority of the market share
The report has provided a detailed breakup and analysis of the market based on the type. This includes television, print (newspaper and magazine), radio, outdoor, internet (search, display, classified, and video), mobile, and cinema advertising. According to the report, television represented the largest segment due to its broad reach and ability to engage audiences through audiovisual content. Advertisers leverage television to showcase their products or services to a wide and diverse viewership. Despite the growth of digital advertising, television advertising retains its appeal for its ability to convey brand messages with sight, sound, and motion, making it an enduring and influential segment of the advertising market.
Print advertising encompasses advertisements placed in newspapers, magazines, brochures, and other printed materials. This segment offers a tangible and enduring form of advertising, often used for in-depth storytelling and conveying detailed information about products or services. While the prominence of print advertising is declining with the rise of digital media, it still holds value for niche markets and specific demographics seeking curated content and tangible reading experience.
Radio advertising remains a powerful medium for reaching a wide and captive audience, especially during daily commutes and leisure activities. It is known for its immediacy and ability to create memorable audio campaigns. Advertisers use radio to connect with listeners through catchy jingles, endorsements, and concise messaging. Despite facing competition from digital audio platforms, radio advertising maintains its relevance due to its local targeting capabilities and engagement with a diverse listener base.
Outdoor advertising encompasses billboards, transit ads, and other forms of advertising visible in public spaces. It offers high visibility and exposure to commuters and pedestrians, making it effective for building brand awareness and promoting local businesses. The growth of digital billboards is adding a dynamic element to this segment, enabling real-time content updates and interactivity. In addition, outdoor advertising complements other media types and is often used for reinforcing brand messages.
Internet advertising is witnessing exponential growth in recent years, becoming a preferred choice in the advertising market. It includes various formats, such as display ads, search engine marketing, social media advertising, and video ads. The ability of the internet to target precise demographics, track user behavior, and provide real-time analytics is making it highly attractive to advertisers. It offers unparalleled opportunities for personalized and data-driven marketing, making it a dynamic and evolving segment with a significant share of advertising budgets.
Breakup by Region:
• North America
• United States
• Canada
• Asia Pacific
• China
• Japan
• India
• South Korea
• Australia
• Indonesia
• Others
• Europe
• Germany
• France
• United Kingdom
• Italy
• Spain
• Russia
• Others
• Latin America
• Brazil
• Mexico
• Others
• Middle East and Africa
North America leads the market, accounting for the largest advertising market share
The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share due to a mature and diversified media landscape. The United States and Canada are key contributors to the advertising market in the region. Moreover, the advertising industry in North America benefits from a strong economy, significant consumer spending, and a robust digital advertising ecosystem.
The Asia Pacific region is witnessing remarkable growth in the advertising market, driven by the rapid expansion of emerging economies like China and India. As the most populous region worldwide, it offers a vast and diverse consumer base. The adoption of digital advertising and the increasing middle-class population are increasing advertising expenditure in this region. Additionally, the Asia Pacific region showcases a willingness to embrace innovative advertising strategies, making it a dynamic and competitive segment.
Europe has a well-established advertising market, comprising countries with diverse cultural and linguistic backgrounds. While the region is facing economic challenges, it remains a significant player in the global advertising landscape. European advertisers focus on creative and culturally tailored campaigns to resonate with local audiences. The European market is also a hub for programmatic advertising and ad tech companies, contributing to its influence in the industry.
Latin America represents an emerging and rapidly evolving advertising market. Countries like Brazil and Mexico are leading the way in advertising spending, driven by urbanization and a growing middle class. The advertising market in the region is notable for its creative and culturally relevant campaigns. Digital advertising is rising, with social media platforms being particularly popular for marketing efforts. Political and economic factors can impact advertising trends in Latin America, making it a dynamic and challenging market.
The Middle East and Africa constitute diverse advertising market with varying levels of development across countries. The region is experiencing growth, on account of increasing internet facilities and mobile device usage. Advertising in the Middle East often focuses on luxury brands and tourism, while Africa showcases opportunities for market expansion and reaching a youthful demographic.
Leading Key Players in the Advertising Industry:
Key players in the market are actively adapting to the evolving landscape. They are investing in digital and data-driven strategies to target audiences with precision. Major players are leveraging their vast user data and ad platforms. They are also diversifying by integrating digital channels and programmatic advertising into their offerings. Sustainability and corporate social responsibility are also becoming important, with advertisers aligning their campaigns with environmental and ethical values to appeal to socially conscious consumers. Overall, key players in the advertising market are embracing innovation, diversification, and responsible practices to remain competitive and relevant in the dynamic advertising environment.
The market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:
• WPP Group PLC
• Omnicom Group Inc.
• Publicis Groupe
• The Interpublic Group of Companies, Inc.
• Dentsu Inc.
Key Questions Answered in This Report
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