According to the new research report "Contextual Advertising Market
by Type (Activity-based Advertising, Location-based Advertising,
Others), Deployment (Mobile Devices, Desktops, Digital Billboards),
Industry, Approach, and Geography - Global Forecast to 2023",
The contextual advertising market is expected to be worth USD 125.79
billion in 2018 and is likely to reach USD 297.68 billion by 2023, at a
CAGR of 18.80% between 2018 and 2023. The growth of this market is
driven by increasing number of social media users, personalized
marketing strategies, and growing trend of mobile advertisement among
others.
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Market for mobile devices to grow at a high CAGR during the forecast period
The contextual advertising market for mobile devices
is expected to grow at a high rate during the forecast period. Mobile
devices are likely to dominate the contextual advertising market
throughout the forecast period as mobile advertising has become one of
the major frontiers through which customers can be attracted to any
specific brand, product, or service. In addition, advertisers can target
individuals depending on their interests and browsing history and
customize their advertisements accordingly.
Activity-based advertising to lead the overall contextual advertising market
Activity-based advertising is a type of contextual
advertising that is done based on users’ browsing history and cookies.
The largest market share of activity-based advertising can be attributed
to the growing number of internet users. The demand for display
advertising is increasing as it is the era of social media and
predictive and customer behavioral analytics. If internet users search
or read something on the World Wide Web, their mobile/PC screens would
start displaying advertisements according to their interests or
previously accessed browsing information.
North America to hold the largest share of the contextual advertising market in 2018
North America holds the largest share of the
contextual advertising market. This can be attributed to the presence of
key players such as Google (US), Facebook (US), and Microsoft (US) in
the region. In North America, there is a large number of social media
and smartphone users, and the spending on advertisements is
exceptionally high compared with other regions. In addition, penetration
of mobile devices is high in the US, followed by Canada; this provides
marketers a stronger channel to target potential customers.
Some of the major players in the contextual
advertising market are Google (US), Media.net (Dubai), Facebook (US),
Microsoft (US), Amazon.com (US), AOL (Austria), Yahoo (US), Twitter
(US), IAC (US), and Amobee (US).
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