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Global Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024

The global advertising market was worth US$ 532.5 Billion. Advertising refers to a means of communication through which various brands inform about their product or service as well as influence the consumer buying behavior. It further aids consumers in learning about upcoming events and discovering new products or services. With time, the advertisers have realized the potential of mobile devices as a medium of reaching an individual or mass audience virtually from anywhere and at any time. As a result, the advertising industry has evolved from traditional media platforms to online and digital advertising.

Advertising Market Trends

There is a continual increase in the expenditure on media and entertainment across the globe. This essentially indicates to the steadily rising consumer expenditure capacity for acquiring internet access, subscribing to newspapers and magazines, and television and radio, along with video gaming and regular visits to movie theaters. Advertising brands and companies, on the other hand, have never failed to attract consumers’ attention and have continuously increased their investments on advertising as it is essential for a company’s survival. Apart from this, mobile advertising has witnessed exponential growth over the past few years as it has emerged as a cost-effective, convenient, and highly targeted way of communication for specific groups of mobile users. Moreover, several leading advertising agencies are nowadays significantly investing in digital advertising, which is creating a positive outlook for the market. Owing to these factors, IMARC Group further expects the market to reach US$ 769.9 Billion by 2023, expanding at a CAGR of around 6.3% during the forecast period (2019-2024).

Breakup by Type:

  • Television
  • Print (Newspaper and Magazine)
  • Radio
  • Outdoor
  • Internet (Search, Display, Classified, Video)
  • Mobile
  • Cinema

Television advertising currently dominates the market, holding the majority of the overall market share. This can be attributed to the prevalence of televisions, which has made them one of the preferred modes of advertisement.

Competitive Landscape:

The competitive landscape of the market has also been characterized by the presence of numerous small and large manufacturers who compete in terms of prices and quality. Some of the leading players operating in the market are:

  • WPP Group PLC
  • Omnicom Group Inc.
  • Publicis Groupe
  • The Interpublic Group of Companies, Inc.
  • Dentsu Inc.

Key Questions Answered in This Report:

  • How has the global advertising market performed so far, and how will it perform in the coming years?
  • Which are the popular types of advertisements in the market?
  • What are the various stages in the value chain of the global advertising market?
  • What are the key driving factors and challenges in the global advertising market?
  • What is the structure of the global advertising market and who are the key players?
  • What is the degree of competition in the global advertising market?

1   Preface
2   Scope and Methodology

    2.1    Objectives of the Study
    2.2    Stakeholders
    2.3    Data Sources
        2.3.1    Primary Sources
        2.3.2    Secondary Sources
    2.4    Market Estimation
        2.4.1    Bottom-Up Approach
        2.4.2    Top-Down Approach
    2.5    Forecasting Methodology
3   Executive Summary
4   Introduction to the Global Advertising Market

    4.1 Current and Historical Market Trends 
    4.2 Performance of Various Segments 
    4.3 Performance of Various Regions 
    4.4 Key Players and their Market Shares 
    4.5 Market Forecast 
5   Global Advertising Market: Industry Performance 
    5.1 Global Television Advertising Market 
        5.1.1 Current and Historical Market Trends 
        5.1.2 Performance of Various Segments
        5.1.3 Performance of Various Regions
        5.1.4 Contribution of Major Industries 
        5.1.5 Market Forecast 
    5.2 Global Print Advertising Market
        5.2.1 Current and Historical Market Trends 
        5.2.2 Newspaper Advertising Market 
            5.2.2.1 Current and Historical Market Trends 
            5.2.2.2 Major Newspapers: Performance by Readership 
            5.2.2.3 Market Forecast 
         5.2.3 Magazine Advertising 
            5.2.3.1 Current and Historical Market Trends 
            5.2.3.2 Major Magazines: Performance by Readership 
            5.2.3.3 Market Forecast 
        5.2.4 Contribution of Major Industries
        5.2.5 Market Forecast 
    5.3 Global Radio Advertising Market 
        5.3.1 Current and Historical Trends 
        5.3.2 Global Radio Advertising Market: Performance by Region 
        5.3.3 Contribution of Major Industries 
        5.3.4 Market Forecast 
    5.4 Global Outdoor Advertising Market 
        5.4.1 Current and Historical Trends 
        5.4.2 Performance by Region 
        5.4.3 Performance of Various Segments 
        5.4.4 Contribution of Major Industries
        5.4.5 Market Forecast 
    5.5 Global Internet Advertising Market 
        5.5.1 Current and Historical Trends 
        5.5.2 Performance of Various Regions 
        5.5.3 Search Advertising Market 
            5.5.3.1 Current and Historical Trends 
            5.5.3.2 Market Forecast 
        5.5.4 Display Advertising Market 
            5.5.4.1 Current and Historical Trends 
            5.5.4.2 Market Forecast 
        5.5.5 Classified Advertising Market 
            5.5.5.1 Current and Historical Trends 
            5.5.5.2 Market Forecast 
        5.5.6 Video Advertising Market 
            5.5.6.1 Current and Historical Trends 
            5.5.6.2 Market Forecast 
        5.5.7 Contribution of Major Industries
        5.5.8 Most Visited Websites 
        5.5.9 Market Forecast 
     5.6 Global Mobile Advertising Market 
        5.6.1 Current and Historical Trends 
        5.6.2 Performance of Various Regions 
        5.6.3 Contribution of Major Industries
        5.6.4 Market Forecast 
     5.7 Global Cinema Advertising Market 
        5.7.1 Current and Historical Trends 
        5.7.2 Performance of Various Regions 
        5.7.3 Contribution of Major Industries
        5.7.4 Market Forecast 
6   Global Advertising Market: SWOT Industry Analysis 
    6.1 Overview
    6.2 Strengths 
    6.3 Weaknesses
    6.4 Opportunities 
    6.5 Threats 
7   Global Advertising Market: Value Chain Analysis 
    7.1 Research
    7.2 Content Development 
    7.3 Advertising Agency
    7.4 Advertising Media 
    7.5 Audience 
8   Global Advertising Market: Porter’s Five Forces Analysis
    8.1    Overview
    8.2    Bargaining Power of Buyers
    8.3    Bargaining Power of Suppliers
    8.4    Degree of Competition
    8.5    Threat of New Entrants
    8.6    Threat of Substitutes
9   Global Advertising Market: Top Players 
    9.1 WPP Group PLC 
    9.2 Omnicom Group 
    9.3 Publicis Groupe 
    9.4 Interpublic Group of Companies
    9.5 Dentsu

  
List of Figures

Figure 1: Global: Advertising Market: Major Drivers and Challenges
Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2018
Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2011 & 2018
Figure 5: Global: Advertising Market: Regional Breakup (in %), 2018
Figure 6: Global: Advertising Market: Share of Key Players (in %), 2018
Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2024
Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2024
Figure 10: Global: Television Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 11: Global: Television Advertising Market: Breakup by Segment (in %), 2018
Figure 12: Global: Television Advertising Market: Regional Breakup by Value (in Billion US$), 2018
Figure 13: Global: Television Advertising Market: Regional Breakup (in %), 2018
Figure 14: Global: Television Advertising Market: Breakup by Industries (in %), 2018
Figure 15: Global: Television Advertising Market Forecast: Sales Value (in Billion US$), 2019- 2024
Figure 16: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion US$), 2019-2024
Figure 17: Global: Print Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 18: Global: Print Advertising Market: Breakup by Segment (in %), 2011-2018
Figure 19: Global: Newspaper Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 20: Global: Circulation Revenue of Newspapers (in Billion US$), 2011 & 2018
Figure 21: Global: Newspaper Advertising Market: Top Newspapers by Circulation (in 000), 2018
Figure 22: Global: Newspaper Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 23: Global: Magazine Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 24: Global: Circulation Revenue of Magazines (in Billion US$), 2011 & 2018
Figure 25: Global: Magazine Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 26: Global: Print Advertising Market: Breakup by Industries (in %)
Figure 27: Global: Print Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 28: Global: Print Advertising Market Forecast:  Breakup by Segment (in %), 2019-2024
Figure 29: Global: Radio Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 30: Global: Radio Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2024
Figure 31: Global: Radio Advertising Market: Regional Breakup (in %), 2018
Figure 32: Global: Radio Advertising Market: Breakup by Industries (in %), 2018
Figure 33: Global: Radio Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 34: Global: Outdoor Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 35: Global: Outdoor Advertising Market: Regional Breakup by Value, 2018 & 2024
Figure 36: Global: Outdoor Advertising Market: Breakup by Region (in %), 2018
Figure 37: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2018
Figure 38: Global: Outdoor Advertising Market: Breakup by Industries (in %), 2018
Figure 39: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 40: Global: Internet Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 41: Global: Internet Advertising Market: Breakup by Segment (in %), 2018
Figure 42: Global: Internet Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2024
Figure 43: Global: Internet Advertising Market: Regional Breakup (in %), 2018
Figure 44: Global: Search Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 45: Global: Search Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 46: Global: Display Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 47: Global: Display Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 48: Global: Classified Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 49: Global: Classified Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 50: Global: Video Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 51: Global: Video Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 52: Global: Mobile Advertising Market: Breakup by Industries (in %), 2018
Figure 53: Global: Internet Advertising Market: Most Visited Websites
Figure 54: Global: Internet Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 55: Global: Mobile Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 56: Global: Mobile Advertising Market: Breakup by Segment (in %), 2018
Figure 57: Global: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2024
Figure 58: Global: Mobile Advertising Market: Regional Breakup (in %), 2018
Figure 59: Global: Mobile Advertising Market: Breakup by Industries (in %), 2018
Figure 60: Global: Mobile Advertising Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 61: Global: Cinema Advertising Market: Sales Value (in Billion US$), 2011-2018
Figure 62: Global: Cinema Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2024
Figure 63: Global: Cinema Advertising Market: Regional Breakup (in %), 2018
Figure 64: Global: Cinema Advertising Market: Breakup by Industries (in %)

List of Tables

Table 1: Global: Advertising Market: Performance of Various Segments, (in US$ Billion), 2011-2018
Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in US$ Billion), 2019-2024
Table 3: Global: Newspaper Advertising Market: Top Newspapers by Circulation 
Table 4: Global: Magazine Advertising Market: Top Magazines by Readership (in Million)
Table 5: Global: Internet Advertising Market: Most Visited Websites

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