MarketLineIC_United Kingdom 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 KingdomMarch 2022ReferenceReference Code:Code:0183-29340183-2934PublicationPublication 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 KingdomIndustry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|21.Executive Summary1.1.Market valueThe United Kingdom
3、 digital advertising market grew by 27.9%in 2021 to reach a value of$28.9 billion.1.2.Market value forecastIn 2026,the United Kingdom digital advertising market is forecast to have a value of$31.5 billion,an increase of 9%since 2021.1.3.Category segmentationMobile is the largest segment of the digit
4、al advertising market in the United Kingdom,accounting for 64%of the markets total value.1.4.Geography segmentationThe United Kingdom accounts for 32.1%of the European digital advertising market value.1.5.Market rivalryThe rivalry within the digital advertising market is intensified by a small numbe
5、r 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.Ri
6、valry could be intensified as large digital platforms,such as Amazon,and mobile applications like Snapchat and Instagram,acquire market share.1.6.Competitive LandscapeThe UKs digital advertising market is dominated by a Google and Meta duopoly which generates the majority of global online advertisin
7、g revenue.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 s
8、ervices,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.A
9、ccording to the UKs Competition and Market Authority(CMA),the only fully independent competitor to Google in the core functions of general search is Bing,owned by Microsoft.Digital Advertising in the United KingdomIndustry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTO
10、COPIEDPage|3Meta generated over half of UK display advertising revenues in 2019.For comparison,its largest competitor,YouTube(owned by Google),earned between 5 and 10%.Together,the Google,Meta duopoly accounts for approximately 80%of the UKs digital advertising market value.The excessive amount of c
11、onsumer data collected by large online corporations such as Google and Meta is a significant advantage and allows them to target consumers with relevant ads based on their references,search history,and online activity.This helps engage consumers and increases ad revenue.Recently,Amazon has emerged a
12、s a competitor in the digital advertising market.The group reported a 53%increase in revenue from advertising services,as well as sales related to other service offerings during 2020.Digital Advertising in the United Kingdom Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT
13、TO BE PHOTOCOPIEDPage|4TABLE OF CONTENTS1.Executive Summary21.1.Market value.21.2.Market value forecast.21.3.Category segmentation.21.4.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
14、.104.Market Segmentation114.1.Category segmentation.114.2.Geography segmentation.135.Market Outlook145.1.Market value forecast.146.Five Forces Analysis156.1.Summary.156.2.Buyer power.176.3.Supplier power.196.4.New entrants.216.5.Threat of substitutes.236.6.Degree of rivalry.257.Competitive Landscape
15、277.1.Who are the leading players?.27Digital Advertising in the United Kingdom Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|57.2.What strategies do the leading players follow?.287.3.Could Amazon disrupt a Google and Meta duopoly?.297.4.How has COVI
16、D-19 impacted the competitive landscape?.297.5.What themes are impacting the market?.308.Company Profiles328.1.Alphabet Inc.328.2.Meta Platforms,Inc.358.3.A,Inc.408.4.Microsoft Corporation.459.Macroeconomic Indicators509.1.Country data.50Appendix52Methodology.529.2.Industry associations.539.3.Relate
17、d MarketLine research.53About MarketLine.55Digital Advertising in the United Kingdom Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|6LIST OF TABLESTable 1:United Kingdom digital advertising market value:$billion,20172110Table 2:United Kingdom digital
18、 advertising market category segmentation:%share,by value,2017202111Table 3:United Kingdom digital advertising market category segmentation:$billion,2017-202111Table 4:United Kingdom digital advertising market geography segmentation:$billion,202113Table 5:United Kingdom digital advertising market va
19、lue forecast:$billion,20212614Table 6:Alphabet Inc:key facts32Table 7:Alphabet Inc:Annual Financial Ratios33Table 8:Alphabet Inc:Key Employees34Table 9:Meta Platforms,Inc.:key facts35Table 10:Meta Platforms,Inc.:Annual Financial Ratios37Table 11:Meta Platforms,Inc.:Key Employees38Table 12:Meta Platf
20、orms,Inc.:Key Employees Continued39Table 13:A,Inc.:key facts40Table 14:A,Inc.:Annual Financial Ratios42Table 15:A,Inc.:Key Employees43Table 16:A,Inc.:Key Employees Continued44Table 17:Microsoft Corporation:key facts45Table 18:Microsoft Corporation:Annual Financial Ratios47Table 19:Microsoft Corporat
21、ion:Key Employees48Table 20:Microsoft Corporation:Key Employees Continued49Table 21:United Kingdom size of population(million),20172150Table 22:United Kingdom gdp(constant 2005 prices,$billion),20172150Table 23:United Kingdom gdp(current prices,$billion),20172150Table 24:United Kingdom inflation,201
22、72150Table 25:United Kingdom consumer price index(absolute),20172151Table 26:United Kingdom exchange rate,20172151Digital Advertising in the United Kingdom Industry Profiles MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIEDPage|7LIST OF FIGURESFigure 1:United Kingdom digital
23、 advertising market value:$billion,20172110Figure 2:United Kingdom digital advertising market category segmentation:$billion,2017-202112Figure 3:United Kingdom digital advertising market geography segmentation:%share,by value,202113Figure 4:United Kingdom digital advertising market value forecast:$b
24、illion,20212614Figure 5:Forces driving competition in the digital advertising market in the United Kingdom,202115Figure 6:Drivers of buyer power in the digital advertising market in the United Kingdom,202117Figure 7:Drivers of supplier power in the digital advertising market in the United Kingdom,20
25、2119Figure 8:Factors influencing the likelihood of new entrants in the digital advertising market in the United Kingdom,202121Figure 9:Factors influencing the threat of substitutes in the digital advertising market in the United Kingdom,202123Figure 10:Drivers of degree of rivalry in the digital adv
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