MarketLineIC_United States Digital Advertising_170922.pdf
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1、 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|1MarketLine Industry ProfileDigital Advertising in the United StatesMarch 2022ReferenceReference Code:Code:0072-29340072-2934PublicationPublication Date:Date:MarchMarch 20222022PrimaryPrimary NAICS:NAICS:519130519130WWW.
2、MARKETLINE.COMWWW.MARKETLINE.COMMARKETLINE.THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Digital Advertising in the United StatesIndustry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|21.Executive Summary1.1.Market valueThe United States di
3、gital advertising market grew by 9.6%in 2021 to reach a value of$153.3 billion.1.2.Market value forecastIn 2026,the United States digital advertising market is forecast to have a value of$210.7 billion,an increase of 37.4%since 2021.1.3.Category segmentationMobile is the largest segment of the digit
4、al advertising market in the United States,accounting for 70.2%of the markets total value.1.4.Geography segmentationThe United States accounts for 32.8%of the global digital advertising market value.1.5.Market rivalryThe rivalry within the digital advertising market is intensified by a small number
5、of huge companies that dominate the market.Google and Meta combined represent over 70%of the global digital advertising market.The financial strength of the duopoly,combined with the huge volume of consumers who use their services on a daily basis,makes competition from other companies a rarity.Riva
6、lry could be intensified as large digital platforms,such as Amazon,and mobile applications like Snapchat and Instagram,acquire market share.1.6.Competitive LandscapeThe US digital advertising market is dominated by a Google and Meta duopoly which generates the majority of global online advertising r
7、evenue.Both organizations receive more web traffic than any other online platform,allowing them to attract large volumes of advertising customers who wish to gain a high degree of exposure at a reasonable price.Digital advertising platforms usually provide numerous options,as well as analytical serv
8、ices,to help clients achieve the most from their online marketing campaigns.Google has market leadership in search advertising,programmatic display intermediaries,and programmatic display ad server technology,while Meta has a majority share of social display and is the leader in overall display.The
9、excessive amount of consumer data collected by large online corporations such as Google and Meta is a significant advantage and allows them to target consumers with relevant ads Digital Advertising in the United StatesIndustry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE P
10、HOTOCOPIEDPage|3based on their references,search history,and online activity.This helps engage consumers and increases ad revenue.Recently,Amazon has emerged as a competitor in the digital advertising market.The group reported a 53%increase in revenue produced from advertising services,as well as sa
11、les related to other service offerings during 2020.Digital Advertising in the United States Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|4TABLE OF CONTENTS1.Executive Summary21.1.Market value.21.2.Market value forecast.21.3.Category segmentation.21
12、.4.Geography segmentation.21.5.Market rivalry.21.6.Competitive Landscape.22.Market Overview82.1.Market definition.82.2.Market analysis.83.Market Data103.1.Market value.104.Market Segmentation114.1.Category segmentation.114.2.Geography segmentation.135.Market Outlook145.1.Market value forecast.146.Fi
13、ve Forces Analysis156.1.Summary.156.2.Buyer power.176.3.Supplier power.196.4.New entrants.206.5.Threat of substitutes.226.6.Degree of rivalry.247.Competitive Landscape267.1.Who are the leading players?.26Digital Advertising in the United States Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED
14、 PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|57.2.What strategies do the leading players follow?.267.3.Could Amazon disrupt a Google and Meta duopoly?.287.4.How has COVID-19 impacted the competitive landscape?.287.5.What themes are impacting the market?.298.Company Profiles308.1.Alphabet Inc.308.2.Meta
15、 Platforms,Inc.338.3.A,Inc.388.4.Microsoft Corporation.439.Macroeconomic Indicators489.1.Country data.48Appendix50Methodology.509.2.Industry associations.519.3.Related MarketLine research.51About MarketLine.52Digital Advertising in the United States Industry Profiles MARKETLINE THIS PROFILE IS A LIC
16、ENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|6LIST OF TABLESTable 1:United States digital advertising market value:$billion,20172110Table 2:United States digital advertising market category segmentation:%share,by value,2017202111Table 3:United States digital advertising market category segmentatio
17、n:$billion,2017-202111Table 4:United States digital advertising market geography segmentation:$billion,202113Table 5:United States digital advertising market value forecast:$billion,20212614Table 6:Alphabet Inc:key facts30Table 7:Alphabet Inc:Annual Financial Ratios31Table 8:Alphabet Inc:Key Employe
18、es32Table 9:Meta Platforms,Inc.:key facts33Table 10:Meta Platforms,Inc.:Annual Financial Ratios35Table 11:Meta Platforms,Inc.:Key Employees36Table 12:Meta Platforms,Inc.:Key Employees Continued37Table 13:A,Inc.:key facts38Table 14:A,Inc.:Annual Financial Ratios40Table 15:A,Inc.:Key Employees41Table
19、16:A,Inc.:Key Employees Continued42Table 17:Microsoft Corporation:key facts43Table 18:Microsoft Corporation:Annual Financial Ratios45Table 19:Microsoft Corporation:Key Employees46Table 20:Microsoft Corporation:Key Employees Continued47Table 21:United States size of population(million),20172148Table
20、22:United States gdp(constant 2005 prices,$billion),20172148Table 23:United States gdp(current prices,$billion),20172148Table 24:United States inflation,20172148Table 25:United States consumer price index(absolute),20172149Table 26:United States exchange rate,20172149Digital Advertising in the Unite
21、d States Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|7LIST OF FIGURESFigure 1:United States digital advertising market value:$billion,20172110Figure 2:United States digital advertising market category segmentation:$billion,2017-202112Figure 3:Unit
22、ed States digital advertising market geography segmentation:%share,by value,202113Figure 4:United States digital advertising market value forecast:$billion,20212614Figure 5:Forces driving competition in the digital advertising market in the United States,202115Figure 6:Drivers of buyer power in the
23、digital advertising market in the United States,202117Figure 7:Drivers of supplier power in the digital advertising market in the United States,202119Figure 8:Factors influencing the likelihood of new entrants in the digital advertising market in the United States,202120Figure 9:Factors influencing
24、the threat of substitutes in the digital advertising market in the United States,2021 22Figure 10:Drivers of degree of rivalry in the digital advertising market in the United States,202124Digital Advertising in the United States Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS
25、NOT TO BE PHOTOCOPIEDPage|82.Market Overview2.1.Market definitionThe digital advertising market(also known as online marketing,Internet advertising or web advertising)represents expenditures on digital advertising.It consists of revenues gained by any advertising activities performed by the mean of
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