Global Advertising Market Report & Forecast 2016-2021



Consumers across the world continue to increase their expenditure on media and entertainment. This includes spending their hard earned money on acquiring internet access, reading newspapers and magazines, subscribing to television and radio, playing video games, going to the movies, etc. Advertising companies, on the other hand, have never failed to follow consumer eyeballs and have continuously increased their spending on advertising within these media as well as out-of-home and digital advertising. As a result, the global advertising market continues to maintain a strong growth momentum. The pace of growth, however, differs significantly across various segments. Segments such as mobile advertising have witnessed exponential growth over the past few years compared to print advertising which has seen its revenues decline over the same period. Similarly, the performance of the advertising market also differs widely from region to region. Western Europe and North America currently represent the slowest growing areas, exhibiting low-to-mid single digit growth rates. In contrast, emerging markets across Asia Pacific, Eastern and Central Europe, Middle East/Africa and Latin America are exhibiting high single-to-double digit growth rates.

IMARC’s latest study “Global Advertising Market Report & Forecast 2016-2021” provides a deep insight into the global advertising industry. The study covers all the aspects of the global advertising market. This ranges from macro overview of the market to micro details of the industry performance, different mediums of advertising, recent trends, leading player profiles, SWOT analysis of the industry, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the advertising industry in any manner.

Key Aspects Analyzed:

Understanding the Global advertising market

Focus of the Analysis:

  • Composition of the market
  • Major players
  • SWOT analysis of the industry
  • Historical growth trends and driving factors
  • Market outlook
  • Television advertising market

Focus of the analysis:

  • An overview of the television industry
  • Analysis of various sub-segments with their performance
  • Major industries that use television as an advertising medium
  • Major companies that use television as an advertising medium
  • Historical growth trends and driving factors
  • Market outlook
  • Print advertising market

Focus of the analysis:

  • An overview of the print advertising industry
  • Analysis of various sub-segments with their performance
  • Major players in each segment and their performance
  • Major industries that use print as an advertising medium
  • Major companies that use print as an advertising medium
  • Historical growth trends and driving factors
  • Market outlook
  • Radio advertising market

Focus of the analysis:

  • An overview of the radio advertising industry
  • Radio listenership
  • Major industries that use radio as an advertising medium
  • Major companies that use radio as an advertising medium
  • Historical growth trends and driving factors
  • Market outlook
  • Internet/On-line advertising market

Focus of the analysis:

  • An overview of the Internet/On-line advertising industry
  • Viewership of various websites
  • Major industries that use internet as an advertising medium
  • Major companies that use internet as an advertising medium
  • Historical growth trends and driving factors
  • Market outlook
  • Mobile advertising market

Focus of the analysis:

  • An overview of the mobile advertising industry
  • Various forms of mobile advertising
  • Major industries that use mobile as an advertising medium
  • Major companies that use mobile as an advertising medium
  • Historical growth trends and driving factors
  • Market outlook
  • Outdoor advertising market

Focus of the analysis:

  • An overview of the outdoor advertising industry
  • Analysis of various sub-segments with their performance
  • Major industries and companies that use outdoor advertising as an advertising medium
  • Historical growth trends for each sub-segment and driving factors
  • Market outlook for each sub-segment

1 Research Scope and Market Segmentation
2 Research Methodology
3 Executive Summary
4 Introduction
    4.1 Overview
    4.2 Key Industry Trends
5 Global Advertising Market
    5.1 Current and Historical Market Trends
    5.2 Performance of Various Segments
    5.3 Performance of Various Regions
    5.4 Key Players and their Market Shares
    5.5 Market Forecast
6 Global Mobile Advertising Market
    6.1 Market Overview
    6.2 Key Market Drivers
    6.3 Current and Historical Market Trends
    6.4 Market Breakup by Platform
        6.4.1 Search
        6.4.2 Display
        6.4.3 Video
        6.4.4 Social Media
        6.4.5 Websites
        6.4.6 Others
    6.5 Performance of Various Regions
        6.5.1 North America
        6.5.2 Asia Pacific
        6.5.3 Europe
        6.5.4 Middle East and Africa
        6.5.5 Latin America
    6.6 Market Breakup by Industry
    6.7 Market Breakup by Device
    6.8 Mobile Advertising Pricing Models
    6.9 Margins in Mobile Advertising
    6.10 Porters Five Forces Analysis
        6.10.1 Bargaining Power of Suppliers
        6.10.2 Bargaining Power of Buyers
        6.10.3 Threat of Substitutes
        6.10.4 Competitive Rivalry
        6.10.5 Threat of New Entrants
    6.11 Key Challenges
    6.12 Market Forecast
7 Global Advertising Market: Competitive Landscape
    7.1 Market Structure
    7.2 Profiles of Leading Players
        7.2.1 Facebook
        7.2.2 Google
        7.2.3 Microsoft
        7.2.4 Millennial Media
        7.2.5 Twitter
        7.2.6 Yahoo

List of Figures

Figure 5 1: Global: Advertising Market: Sales Value (in US$ Billion), 2008-2015
Figure 5 2: Global: Advertising Market: Breakup by Segment (in %), 2015
Figure 5 3: Global: Advertising Market: Regional Breakup by Value (in US$ Billion), 2008 and 2015
Figure 5 4: Global: Advertising Market: Regional Breakup (in %), 2015
Figure 5 5: Global: Advertising Market: Share of Key Players (in %), 2015
Figure 5 6: Global: Advertising Market Forecast: Sales Value (in US$ Billion), 2016-2021
Figure 5 7: Global: Advertising Market Forecast: Breakup by Segment (in %), 2021
Figure 5 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2021
Figure 6 1: Global: Mobile Advertising Market: Sales Value (in US$ Billion), 2008-2015
Figure 6 2: Global: Mobile Advertising Market: Breakup by Segment (in %), 2015
Figure 6 3: Global: Mobile Search Advertising Market: Sales Value (in US$ Billion), 2015 and 2021
Figure 6 4: Global: Mobile Display Advertising Market: Sales Value (in US$ Billion), 2015 and 2021
Figure 6 5: Global: Mobile Video Advertising Market: Sales Value (in US$ Billion), 2015 and 2021
Figure 6 6: Global: Mobile Social Media Advertising Market: Sales Value (in US$ Billion), 2015 and 2021
Figure 6 7: Global: Mobile Website Advertising Market: Sales Value (in US$ Billion), 2015 and 2021
Figure 6 8: Global: Mobile Advertising Market: Regional Breakup by Value (in US$ Billion), 2015 and 2021
Figure 6 9: Global: Mobile Advertising Market: Regional Breakup (in %), 2015
Figure 6 10: North America: Mobile Advertising Market: Regional Breakup by Value (in US$ Billion), 2015 and 2021
Figure 6 11: Asia Pacific: Mobile Advertising Market: Regional Breakup by Value (in US$ Billion), 2015 and 2021
Figure 6 12: Europe: Mobile Advertising Market: Regional Breakup by Value (in US$ Billion), 2015 and 2021
Figure 6 13: Middle East and Africa: Mobile Advertising Market: Regional Breakup by Value (in US$ Billion), 2015 and 2021
Figure 6 14: Latin America: Mobile Advertising Market: Regional Breakup by Value (in US$ Billion), 2015 and 2021
Figure 6 15: Global: Mobile Advertising Market: Breakup by Industries (in %), 2015
Figure 6 16: Global: Mobile Advertising Market: Breakup by Device (in %), 2015
Figure 6 17: Mobile Advertising Market: Porter’s Five Forces Analysis
Figure 6 18: Global: Mobile Advertising Market Forecast: Sales Value (in US$ Billion), 2016-2021

List of Tables

Table 3 1: Global: Advertising Market: Performance of Various Segments, (in US$ Billion), 2008-2015
Table 3 2: Global: Advertising Market Forecast: Performance of Various Segments, (in US$ Billion), 2016-2021


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