Online advertising is a specific type of marketing & advertising technique that employs the internet to promote the products & services. Online advertising is also identified as internet advertising and web advertising. It generally delivers promotional-marketing messages through collecting data with targeting potential customers. A variety of tools & techniques are used to promote these services like sales CRM, e-mail, marketing automation and web-analytics. Online advertising is widely used in various sectors including education, automotive, retail, healthcare, banking, Consumer Packaged Goods (CPG) and media & entertainment. By type, online advertising market is segregated as banner marketing, email marketing, social media optimization (SMO), search engine optimization (SEO), online video advertising, and local online advertising. It is expected that increasing technological advances coupled with increased corporate digital spending will boost online advertising revenues over the forecast period.
Online Advertising Industry is low-priced as compared to the other media like magazines, newspaper and television. It helps various companies to promote their products/services to an assorted range of geographical locations & demographics. Many online start-ups now make a transition from traditional advertising on self-serve platforms that allow small businesses to advertise easily. These online platforms decrease the operating-expense by allowing the companies to take control of their marketing-schemes and selling the products directly to the consumers.
Various advertising companies rely on indirect advertising methods including email marketing and content marketing. These companies create content in the form of videos, infographics, blogs, and other industry or product-related content. Apart from this, numerous companies are adopting pay per click (PPC) approach because they only pay when users click on their ads. PPC advertising is commonly based on the auction system that selects the target keywords that compete with the other advertisers to place ads in the search-engines for those keywords.
Growth in evolution of communication technology, followed by increase in shift from print media to online advertising, high usage of Smartphone & E-commerce platforms, rise in use of mobile devices & consumption of digital content, growth in adoption of Artificial Intelligence (AI) technology by advertisers to focus on the digital advertising, high amount of time spent online and emergence of new advertising techniques coupled with increasing trend of mobile apps-based advertising are some major factors, which are responsible for growth of the Online Advertising Market. Apart from this, increase in operational complexities and rise in concerns over effectiveness of communication in the mature end-user industries owing to presence of incumbents may impact the market. Moreover, increase in advertising through mobile applications is a leading opportunity for market.
Based on regional analysis, the North-America is a leading region in Online Advertising Market Future Outlook owing to increase in consultation of online sources by purchasers and high proliferation of online content across the region. The Europe and Asia-Pacific regions are estimated to witness higher growth rate due to growth in urbanization & industrialization and significant amount of time spent online over the forecast period. It is projected that future of the global Online Advertising Market will be optimistic as a result of adoption of technology coupled with increase in government initiatives during the forecast period.
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