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US Online Advertising Market Outlook to 2025- By Medium (Mobile and Desktop), By Type (Search, Social Media, Display, Video, Audio and Others), By Sectors (Retail, Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), By Pricing Models (Performance, Cost per Mile and Hybrid) and By Ad Buyers (Direct and Agencies)

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The report titled “US Online Advertising Market Outlook To 2025 – By Medium (Desktop and Mobile), By Type (Search, Social Media, Display, Video, Audio and Others), By Sectors (Retail, Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), By Pricing Model (Performance, Cost per Mile and Hybrid) and By Ad Buyers (Direct and Agencies)” provides a comprehensive analysis on the US Digital Advertising Industry. The report covers various aspects including introduction of online advertisement market, value chain, market size and segmentations by advertisement expenditure, comparative landscape, growth drivers, trends and developments, issues and challenges in the market, successful digital ad campaigns, customer profiling and the regulatory framework of the industry The report concludes with market projections for future described above and analyst recommendations highlighting the major opportunities and cautions for the US online advertisement market.

US Online Advertising Market Size and Overview

The digital advertising market has experienced exponential growth over the last few years. The shortcomings of traditional advertising mediums including lack of traceability and targeting have stimulated the shift towards digital advertising mediums. The rising internet and smart phone penetration in the country as well as the rapid adoption of social media in the country among all age-groups have been the primary factors propelling the consistent double-digit growth of the digital advertising industry in the country. The introduction of varied new ad-formats as well as the adoption of technologies such as Machine Learning and Artificial Intelligence to improve the targeting and measurability of digital ads has made digital advertising a preferred medium. Owing to these factors, the industry witnessed a double-digit CAGR of 20.2% over the review period 2013-2018.


US Online Advertising Market Segmentation

By Medium (Mobile and desktop): Due to the increasing penetration of smart phones and tablets in the country, mobile medium received a greater share in the digital advertising expenditure in 2018. The widespread use of social media through mobile devices has also propelled the shift towards mobile advertising.

By Type of Advertising (Search, Social Media, Display, Video, Audio and Others):

Search advertising accounted for the highest share in the industry owing to the rise of keywords based advertising on not just search engines but also e-commerce platforms. Social media advertising received the second highest digital ad spending followed by display, video, audio and other types of ads. Social media advertising showcased the fastest growth due to the introduction of new ad formats such as shoppable ads, influencer marketing and more.

By Ad Buyers (Agencies and Direct): Majority of the ad buying took place through advertising agencies in 2018. Direct ad buying by brands accounted for a meager share in the digital advertising market due to the lack of in-house talent and requisite technologies by advertisers.

By Sectors (Retail, Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others): The retail sector dominated the digital advertising market in terms of advertising expenditure. The review period saw a rise in e-commerce spending in the country which led to rise in the digital spending by the retail sector. Other sectors including Automotive, Financial Services, Telecommunications and Leisure Travel also contributed significant share to the total digital advertising expenditure.

By Pricing Model (Performance, Cost per Mile and Hybrid):  The performance models including CPA, CPC among others received the maximum digital advertising expenditure in the country in 2018 as advertisers in the US are concerned about the measurability of the ads and hence prefer action based models. The CPM model also saw a rise over the review period among advertisers aiming to widen their reach.

Comparative Landscape in the US Online Advertising Market: There are a large number of advertising agencies operating in the US Online Advertising Market. The top five holding companies including WPP, Omnicom Group, Interpublic Group of Companies, Publicis Groupe and Dentsu Inc dominated the market in 2018 in terms of billings. These companies own most of the major advertising agencies in the country. These agencies compete on various parameters such as pricing of the services offered (average hourly rate), minimum project size, service portfolio, major clientele and flexibility. The supply side of the digital advertising market on the other hand is dominated by the duopoly of Google (including YouTube) and Facebook (including Instagram).

US Online Advertising Market Future Outlook and Projections

The digital advertising expenditure is expected to surpass the traditional advertising owing to the spurring smart phone and internet penetration among the population in the US. The introduction of 5G internet technology is expected to be one of the major growth drivers impacting the market as advertisers are now likely to adopt new ad formats due to better internet infrastructure and speed. Adoption of new technologies such as Artificial Intelligence, Augmented & Virtual Reality to improve the targeting, measurability and efficiency of internet ads is further expected to positively impact the digital advertising market in the country.

Key Segments Covered

By Type (On the Basis of Ad Expenditure)

  • Digital Advertising Market
  • Traditional Advertising Market

By Medium (On the Basis of Ad Expenditure)

  • Desktop Advertising
  • Mobile Advertising

By Type of Advertisement (On the Basis of Ad Expenditure)

  • Search Advertising
  • Social Media Advertising
  • Display Advertising
  • Video Advertising
  • Audio Advertising
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)

By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)

  • Social Media Advertising
      Facebook
      Instagram
      Others
  • Search  Advertising
      Google
      Yahoo & Bing
      Amazon
      Others
  • Video Advertising
      YouTube
      Others

Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure), 2013-2018

  • Social Media Advertising
      Mobile
      Desktop
  • Video Advertising
      Mobile
      Desktop
  • Search Advertising
      Mobile
      Desktop
  • Audio Advertising
      Mobile
      Desktop
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
      Mobile
      Desktop

 By Sectors (On the Basis of Ad Expenditure)

  • Retail
  • Automotive
  • Financial Services
  • Telecommunications
  • Leisure Travel
  • Consumer Packaged Goods
  • Electronics & Computers
  • Pharmaceuticals/Healthcare
  • Media
  • Entertainment
  • Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)

By Ad-Buyers (On the Basis of Ad Expenditure)

  • Direct
  • Ad Agencies

    By Pricing Model (On the Basis of Ad Expenditure)
  •  Performance
  •  Cost Per Mile
  •  Hybrid

Key Target Audience

  • Advertising Agencies
  • Social Networking Platforms
  • End User Industries Investing in Digital Advertising
  • Regulatory Bodies and Government Agencies
  • Investors

 Time Period Captured in the Report:

  • Historical Period: 2013-2018
  • Forecast Period: 2019-2025

Companies Covered in US Online Advertising Market:

   Major Ad Agencies

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

  Major Online Platforms

  • Google (including YouTube)
  • Facebook (including Instagram)
  • Amazon
  • Microsoft (including LinkedIn)
  • Verizon Media

Key Topics Covered in the Report

  • US Online Advertising Market Introduction (Historical Evolution, Overview, Genesis, Business Cycle)
  • US Online Advertising Market Size, 2013-2018    
  • US Online Advertising Market Segmentation, 2013-2018           
  • SWOT Analysis of US Online Advertising Market          
  • Growth Drivers, Trends and Developments in US Online Advertising Market
  • Issues and Challenges in US Online Advertising Market          
  • Regulatory Framework in US Online Advertising Market
  • Customer Profiling in US Online Advertising Market
  • Case Studies Covered in US Online Advertising Market           
  • Competitive Landscape in US Online Advertising Market
  • US Online Advertising Market Future Outlook and Projections, 2019-2025F
  • Analyst Recommendations  
READ MORE

Table Of Content

Scope

1.     Executive Summary

2.     Research Methodology

2.1.          Market Definitions

2.2.          Abbreviations

2.3.          Market Sizing and Modeling

Market Sizing Approach- US Online Advertising Market

Market Size Inclusion Table

Limitations

Final Conclusion

Variables (Dependent and Independent)

Multi Factor Based Sensitivity Model

Regression Matrix

3.    US Online Advertising Market Ecosystem (Brands, Advertising Agencies, Content Creation Companies, Publishers, Audience and Industry Associations)

4.   US Online Advertising Market Value Chain Analysis (Entities Including Advertisers, Advertising Agencies, Ad Networks, Ad Servers, Trading Desks, Demand Side Platforms, Ad Exchange, Supply Side Platforms, Publishers, End Users)

4.1.          Working of Demand Side Platforms and Buy-side Model

4.2.          Working of Supply Side Platforms and Sell-Side Model

5.      US Advertising Market Snapshot, 2018

6.      US Online Advertising Market Introduction and Overview

6.1.          US Online Advertising Market Historical Evolution

6.2.          US Online Advertising Market Overview, Genesis and Business Cycle Graph

6.3.          US Advertisement Market (Digital and Traditional), 2013-2018

7.   US Online Advertising Market Size (including Market Growth, Supporting Statistics, Key Catalysts for Market Growth and Seasonality), 2013-2018

7.1.          By Advertising Expenditure, 2013-2018

8.      US Online Advertising Market Segmentation, 2013-2018

8.1.          By Medium (Mobile and Desktop)(On the Basis of Advertising Expenditure and Share, Device Usage, Average Internet Speed, Web Visits, Average Pages Viewed per Visit, Major User Base, E-Commerce Conversion Rate, Major Ad-Formats, Major Sectors Spending Actively and Major Online Activities), 2013-2018

8.2.          By Type of Advertising (Search, Social Media, Display, Video, Audio and Others) (On the Basis of Advertising Expenditure and Share, Usage Statistics, Major Target Audience, Major Platforms, Major Industries and Preferred Pricing Models), 2013-2018

8.2.1.             Further Segmentation by Medium (Mobile and Desktop), 2013-2018

8.3.          By Type of Ad-Buyers (Direct and Agencies)

8.4.          By Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), 2013-2018

8.5.          By Pricing Model (Performance, Cost-per-Mile and Hybrid), 2013-2018

9.    Programmatic Advertising in US Online Advertising Market (Types, Major Sectors Using Programmatic Advertising, Issues Faced, Upcoming Trends and Case Study)

Case Study: How Alaska Airlines Leveraged Programmatic Advertising to Fill its Empty Seats

10.    Customer Profiling in US Online Advertising Market (Economic Indicators, Internet Usage Statistics on the basis of Gender, Age Group, Frequency, Mobile Internet Activities, Social Media Platforms Usage and Frequency) 2018

11.   Regulatory Scenario in US Online Advertising Market (Federal Laws, State Laws, Self-Regulatory Principles and Other Regulations)

12.       Trends and Developments in the US Online Advertising Market

13.       Issues and Challenges in the US Online Advertising Market

14.       SWOT Analysis of US Online Advertising Market

15.       Successful Digital Ad Campaigns in US

15.1.        How IHOP Successfully Increased its Burger Sales without Affecting its Breakfast Business through the Power of Social Media

15.2.        How Starbucks Broke the Internet and Enhanced Its Sales With a Limited Edition Unicorn Frappuccino

16.       Decision Making Criteria for Clients in US Online Advertising Market

17.       Comparative Landscape in US Online Advertising Market, 2018

17.1.        Competition Scenario (Competition Stage, Major Players, Competing Parameters)

17.2.        US Online Advertising Major Platforms (Google including YouTube, Facebook including Instagram, Amazon, Microsoft including LinkedIn and Verizon Media) Market Share Analysis including Advertising Revenue, Usage Statistics, Type of Advertisements, Age & Gender Demographics and Total Advertising Audience)

17.3.        Market Share Analysis by Type Of Advertising On The Basis Of Platform (Facebook, Instagram, Google, Yahoo & Bing, Amazon, YouTube and Others), 2018 and 2025F

17.4.        Strengths and Weaknesses of Major Advertising Agencies (Interpublic Group of Companies, WPP, Omnicom Group, Publicis Groupe and Dentsu Inc) in the US Online Advertising Market

17.5.        Company Profiles of Major Advertising Agencies in US (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Awards & Achievements and Recent Developments)

17.5.1.               WPP plc

17.5.2.               Omnicom Group

17.5.3.               Publicis Groupe SA

17.5.4.               Interpublic Group of Companies Inc. (IPG)

17.5.5.               Dentsu Inc.

18.       US Advertisement Market (Digital and Traditional) Future Outlook and Projections, 2025F

19.       US Online Advertising Market Future Outlook and Projections (Market Growth, Key Catalysts for Market Growth and Potential Threats), 2018-2025

19.1.        By Advertising Expenditure, 2018-2025F

20.       US Online Advertising Market Segmentation Future Outlook and Projections, 2018-2025F

20.1.        By Medium (Mobile and Desktop), 2018-2025F

20.2.        By Type of Advertising (Search, Social Media, Display, Video, Audio and Others), 2018-2025F

20.2.1.               Further Segmentation By Medium (Mobile and Desktop), 2018-2025F

20.3.        By Type of Ad-Buyers (Direct and Agencies), 2025F

20.4.        By Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), 2018-2025F

20.5.        By Pricing Model (Performance, Cost-per-Mile and Hybrid), 2018-2025F

21.       Analyst Recommendations for US Online Advertising Market

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List Of Figure

Figure 1‑1: US Online Advertising Market Flowchart on the Basis of Advertising Expenditure in USD Billion, 2018

Figure 1‑2: US Online Advertising Market Flowchart on the Basis of Advertising Expenditure in USD Billion, 2025F

Figure 3‑1: US Online Advertising Market Ecosystem

Figure 4‑1: US Online Advertising Market Value Chain Analysis

Figure 4‑2: US Online Advertising Market Working Model including Buy and Sell Side Platforms

Figure 6‑1: US Online Advertising Market Industry Cycle Graph

Figure 6‑2: US Advertisement Market (Digital and Traditional) on the Basis of Advertising Expenditure in Percentage (%), 2013-2018

Figure 7‑1: US Online Advertising Market Size on the Basis of Advertising Expenditure in USD Billion and Growth Rate in Percentage (%), 2013-2018

Figure 8‑1: US Online Advertising Market Segmentation by Medium (Mobile and Desktop) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Figure 8‑2: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in Percentage (%), 2013-2018

Figure 8‑3: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Mobile Devices on the Basis of Advertising Expenditure in Percentage (%), 2013 and 2018

Figure 8‑4: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Desktop on the Basis of Advertising Expenditure in Percentage (%), 2013 and 2018

Figure 8‑5: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in Percentage (%), 2013

Figure 8‑6: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in Percentage (%), 2018

Figure 8‑7: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Digital Advertising Expenditure in Percentage (%), 2018

Figure ‑8‑8: US Online Advertising Market Segmentation by Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others) on the Basis of Share in Advertising Expenditure in Percentage, 2013-2018

Figure 8‑9: US Online Advertising Market Segmentation by Pricing Model (Performance, CPM and Hybrid) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Figure 9‑1: US Online Advertising Market Programmatic Advertising Market on the Basis of Advertising Expenditure in Percentage (%), 2018

Figure 12‑1:  US Internet Users as a Percentage (%) of Total Population, 2013-2017

Figure 12‑2: US Number of Broadband Internet Subscribers in Thousands, 2013-2018

Figure 12‑3: US Smartphone Penetration Rate in Percentage (%), 2013-2018

Figure 12‑4: US Social Media Penetration Rate in Percentage (%), 2013-2018

Figure 17‑1: Market Share of Major Players (Google, Facebook, Amazon, Microsoft, Verizon, Twitter, Snapchat, Pinterest, Reddit and Others) Operating in US Online Advertising Market on the Basis of Advertising Revenue in Percentage (%), 2018

Figure 17‑3: US Online Advertising Market Share Analysis by Types Further Split by Major Players on the Basis of Online Advertising Revenue in Percentage (%), 2018

Figure 17‑4: US Online Advertising Market Share Analysis by Types Further Split by Major Players on the Basis of Online Advertising Revenue in Percentage (%), 2025F

Figure 18‑1: US Advertisement Market (Digital and Traditional) on the Basis of Advertisement Expenditure in USD Billion, 2018 and 2025F

Figure 19‑1: US Online Advertising Market Future Outlook and Projections on the Basis of Advertising Expenditure in Percentage (%), 2018-2025F

Figure 20‑1: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑2: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in Percentage (%), 2025F

Figure 20‑3: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Mobile Devices on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑4: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Desktop on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑5: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑6: US Online Advertising Market Segmentation by Pricing Model (Performance, Cost-per-Mile and Hybrid) on the Basis of Advertising Expenditure in Percentage (%), 2018-2025F


List Of Table

Table 2‑1: Consolidated Research Approach for US Online Advertising Market

Table 2‑2: Sample Size Inclusion Table Including Advertising Agencies, Advertising Platforms and Major Advertisers (Brands)

Table 2‑3: Sample Size Inclusion Table Including Respondent Category and Percentage of Sample Size

Table 2‑4: Tentative Set of Questions Asked by Mode of Entities and Desired Outcome

Table 2‑5: Correlation Matrix for US Online Advertising Market

Table 2‑6: Regression Coefficients Output for US Online Advertising Market

Table 3‑1: US Online Advertising Market Ecosystem Major Entities including Entity, Description and Name

Table 4‑1: US Online Advertising Market Value Chain Analysis including Major Entities (Advertisers, Online Advertising Agencies, Ad Networks, Ad Server, Trading Desk, Demand Side Platforms, Trading Desk, Supply Side Platforms, Publishers and End-Users) and Description

Table 4‑2: US Online Advertising Model Demand Side Platforms (DSP) Including Definition and Role, Advantages of DSP, Pricing Model, Working Model and Buy Side Model, 2018

Table 4‑3: US Online Advertising Market Supply Side Platforms (SSP) Including Definition and Role, Advantages of SSP, Pricing Model, Working Model and Sell Side Model, 2018

Table 6‑1: Historical Evolution of US Online Advertising Market including Year and Description

Table 6‑2: US Online Advertising Market Overview and Genesis including Parameters and Description

Table 6‑3: US Advertisement Market Digital and Traditional on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 7‑1: US Online Advertising Market Size on the Basis of Advertisement Expenditure (Ad Spend) in USD Billion including Particulars (Market Growth, Supporting Statistics, Key Catalysts for Market Growth and Seasonality) and Description

Table 8‑1: Cross-Comparison between Digital Advertising Mediums (Mobile and Desktop) in US Online Advertising Market including Parameters (Device Usage, Average Internet Speed, Web Visits, Average Page Views per Visit, Major User Base, E-Commerce Conversion Rate, Major Ad-Formats, Major Sectors, Major Online Activities) and Description, 2018

Table 8‑2: US Online Advertising Market Segmentation by Medium (Mobile and Desktop) on the Basis of Advertisement Expenditure in USD Billion, 2013-2018

Table 8‑3: Cross-Comparison between Ad-Formats (Search, Social Media, Display, Video and Audio) on the Basis of Parameters and Description, 2018

Table 8‑4: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 8‑5: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 8‑6: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in USD Billion, 2013-2018

Table 8‑7: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Digital Advertising Expenditure in USD Billion, 2018

Table 8‑8: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Digital Advertising Expenditure in USD Billion 2018

Table 8‑9: US Online Advertising Market Segmentation by Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others) on the Basis of Share in Advertising Expenditure in USD Billion, 2013-2018

Table 8‑10: US Online Advertising Market Segmentation by Pricing Model (Performance, Cost-per-Mile and Hybrid) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 9‑1: Programmatic Advertising is US Online Advertising Market including Parameters and Description, 2018

Table 10‑1: US Online Advertising Market Customer Profiling Including Population and Economic Indicators and their Percent Penetration, 2018

Table 10‑2: US Online Advertising Market Customer Profiling Including Average Time Spent on Internet on Desktop (including Tablets) and Mobile as of January 2019

Table 10‑3: US Online Advertising Market Customer Profiling including Internet Penetration in Adults on the Basis of Gender in Percentage (%), 2018

Table 10‑4: US Online Advertising Market Customer Profiling including Smartphone Penetration in Adults on the Basis of Age Groups in Percentage (%), 2018

Table 10‑5: US Online Advertising Market Customer Profiling including Frequency of Internet Usage by Users in Percentage (%), 2018

Table 10‑6: US Online Advertising Customer Profiling including Internet Users Performing Online Activities via Mobile (Mobile Messengers, Streaming Videos, Playing Games, Banking, Maps) in a Month in Percentage (%), 2018

Table 10‑7: US Online Advertising Market Customer Profiling including Usage of Various Social Media Platforms (YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter, Whatsapp) by Monthly Active Users in Percentage (%), 2018

Table 10‑8: US Online Advertising Market Customer Profiling including Usage of Various Social Media Platforms on the Basis of Frequency in Percentage (%), 2018

Table 11‑1: Regulatory Framework in the US Online Advertising Market including Federal Laws, State Laws, Self-Regulatory Principles and Other Regulations

Table 14‑1: SWOT Analysis of US Online Advertising Market, 2018

Table 15‑1: US Online Advertising Market Case Study Analysis of IHOP Ultimate Steak Burgers Describing Effectiveness of Online Advertisement Campaign in US Including Product, Campaign Objective, Agency, Country, Year, Campaign’s Target Audience, Campaign Foundation Idea, Platform, Ad Strategy, Campaign Result and Conclusion, 2018

Table 15‑2: US Online Advertising Market Case Study Analysis of Starbucks’ Unicorn Frappuccino Campaign Describing Effectiveness of Online Advertisement Campaign in US Including Product, Campaign Objective, Country, Year, Campaign’s Target Audience, Campaign Foundation Idea, Platform, Ad Strategy, Campaign Result and Conclusion, 2018

Table 16‑1: Decision Making Criteria for Clients in US Online Advertising Market including Parameters (Sectors Catered, User Base, Ad Space Inventory, Cost of Publishing, Creativity and Impact), Degree of Importance and Description, 2018

Table 17‑1: US Online Advertising Market Competition Scenario (Competition Stage, Major Players, Competing Parameters)

Table 17‑2: Cross Comparison between Major Players (Google, Facebook, Amazon, Microsoft and Verizon Media) in the US Online Advertising Market on the Basis of Parameters (Market Share, Advertising Revenue, Usage Statistics, Types of Advertisements) and Description, 2018

Table 17‑3: Major Platforms (Google & YouTube, Facebook & Instagram, Amazon, Microsoft and Verizon Media) in the US Online Advertising Market including Parameters and Description, 2018

Table 17‑4: US Online Advertising Market Profile Of Social Media Users on the Basis of Demographics (Age and Gender), 2018

Table 17‑5: US Online Advertising Market Profile Of Social Media Users on the Basis of Advertising Audience (Monthly Active Users) and Gender, 2018

Table 17‑6: US Online Advertising Market Share Analysis by Types Further Split by Major Players on the Basis of Online Advertising Revenue in Percentage (%), 2018 and 2025F

Table 17‑7: US Online Advertising Market Strengths and Weaknesses of Major Players (Interpublic Group of Companies, WPP, Omnicom Group and Publicis Groupe SA)

Table 17‑8: Company Profile of WPP Operating in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Strengths, Major Companies, Major Clientele, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑9: Company Profile of Omnicom Group in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑10: Company Profile of Publicis Groupe in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑11: Company Profile of Interpublic Group of Companies Inc. (IPG) in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Business Strategies, Major Advertising Companies, Major Clientele, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑12: Company Profile of Dentsu Inc. in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Major Advertising Companies, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 18‑1: US Advertisement Market (Digital and Traditional) on the Basis of Advertisement Expenditure in USD Billion, 2025F

Table 19‑1: US Online Advertising Market Future Outlook and Projections on the Basis of Advertising Expenditure in USD Billion including Parameters (Market Size, Key Catalysts for Market Growth, Growth Barriers) and Description, 2018-2025F

Table 20‑1: US Online Advertising Market Segmentation by Medium (Mobile and Desktop) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑2: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑3: US Online Advertising Market Segmentation by Type of Advertising Further Segmentation by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑4: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Advertising Expenditure in USD Billion, 2025F

Table 20‑5: US Online Advertising Market Segmentation by Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑6: US Online Advertising Market Segmentation by Pricing Model (Performance, Cost-per-Mile and Hybrid) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

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Products and Companies

Products

Key Segments Covered

By Type (On the Basis of Ad Expenditure)

  • Digital Advertising Market
  • Traditional Advertising Market

By Medium (On the Basis of Ad Expenditure)

  • Desktop Advertising
  • Mobile Advertising

By Type of Advertisement (On the Basis of Ad Expenditure)

  • Search Advertising
  • Social Media Advertising
  • Display Advertising
  • Video Advertising
  • Audio Advertising
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)

By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)

  • Social Media Advertising
      Facebook
      Instagram
      Others
  • Search  Advertising
      Google
      Yahoo & Bing
      Amazon
      Others
  • Video Advertising
      YouTube
      Others

Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure), 2013-2018

  • Social Media Advertising
  • Mobile
  • Desktop
  • Video Advertising
  • Mobile
  • Desktop
  • Search Advertising
  • Mobile
  • Desktop
  • Audio Advertising
  • Mobile
  • Desktop
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
  • Mobile
  • Desktop

 By Sectors (On the Basis of Ad Expenditure)

  • Retail
  • Automotive
  • Financial Services
  • Telecommunications
  • Leisure Travel
  • Consumer Packaged Goods
  • Electronics & Computers
  • Pharmaceuticals/Healthcare
  • Media
  • Entertainment
  • Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)

By Ad-Buyers (On the Basis of Ad Expenditure)

  • Direct
  • Ad Agencies

    By Pricing Model (On the Basis of Ad Expenditure)
  •  Performance
  •  Cost Per Mile
  •  Hybrid

Key Target Audience

  • Advertising Agencies
  • Social Networking Platforms
  • End User Industries Investing in Digital Advertising
  • Regulatory Bodies and Government Agencies
  • Investors

 Time Period Captured in the Report:

  • Historical Period: 2013-2018
  • Forecast Period: 2019-2025


Companies

Companies Covered in US Online Advertising Market:

   Major Ad Agencies

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

  Major Online Platforms

  • Google (including YouTube)
  • Facebook (including Instagram)
  • Amazon
  • Microsoft (including LinkedIn)
  • Verizon Media

Company Profile

Company Profile Title

The report titled “US Online Advertising Market Outlook To 2025 – By Medium (Desktop and Mobile), By Type (Search, Social Media, Display, Video, Audio and Others), By Sectors (Retail, Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), By Pricing Model (Performance, Cost per Mile and Hybrid) and By Ad Buyers (Direct and Agencies)” provides a comprehensive analysis on the US Digital Advertising Industry. The report covers various aspects including introduction of online advertisement market, value chain, market size and segmentations by advertisement expenditure, comparative landscape, growth drivers, trends and developments, issues and challenges in the market, successful digital ad campaigns, customer profiling and the regulatory framework of the industry The report concludes with market projections for future described above and analyst recommendations highlighting the major opportunities and cautions for the US online advertisement market.

US Online Advertising Market Size and Overview

The digital advertising market has experienced exponential growth over the last few years. The shortcomings of traditional advertising mediums including lack of traceability and targeting have stimulated the shift towards digital advertising mediums. The rising internet and smart phone penetration in the country as well as the rapid adoption of social media in the country among all age-groups have been the primary factors propelling the consistent double-digit growth of the digital advertising industry in the country. The introduction of varied new ad-formats as well as the adoption of technologies such as Machine Learning and Artificial Intelligence to improve the targeting and measurability of digital ads has made digital advertising a preferred medium. Owing to these factors, the industry witnessed a double-digit CAGR of 20.2% over the review period 2013-2018.


US Online Advertising Market Segmentation

By Medium (Mobile and desktop): Due to the increasing penetration of smart phones and tablets in the country, mobile medium received a greater share in the digital advertising expenditure in 2018. The widespread use of social media through mobile devices has also propelled the shift towards mobile advertising.

By Type of Advertising (Search, Social Media, Display, Video, Audio and Others):

Search advertising accounted for the highest share in the industry owing to the rise of keywords based advertising on not just search engines but also e-commerce platforms. Social media advertising received the second highest digital ad spending followed by display, video, audio and other types of ads. Social media advertising showcased the fastest growth due to the introduction of new ad formats such as shoppable ads, influencer marketing and more.

By Ad Buyers (Agencies and Direct): Majority of the ad buying took place through advertising agencies in 2018. Direct ad buying by brands accounted for a meager share in the digital advertising market due to the lack of in-house talent and requisite technologies by advertisers.

By Sectors (Retail, Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others): The retail sector dominated the digital advertising market in terms of advertising expenditure. The review period saw a rise in e-commerce spending in the country which led to rise in the digital spending by the retail sector. Other sectors including Automotive, Financial Services, Telecommunications and Leisure Travel also contributed significant share to the total digital advertising expenditure.

By Pricing Model (Performance, Cost per Mile and Hybrid):  The performance models including CPA, CPC among others received the maximum digital advertising expenditure in the country in 2018 as advertisers in the US are concerned about the measurability of the ads and hence prefer action based models. The CPM model also saw a rise over the review period among advertisers aiming to widen their reach.

Comparative Landscape in the US Online Advertising Market: There are a large number of advertising agencies operating in the US Online Advertising Market. The top five holding companies including WPP, Omnicom Group, Interpublic Group of Companies, Publicis Groupe and Dentsu Inc dominated the market in 2018 in terms of billings. These companies own most of the major advertising agencies in the country. These agencies compete on various parameters such as pricing of the services offered (average hourly rate), minimum project size, service portfolio, major clientele and flexibility. The supply side of the digital advertising market on the other hand is dominated by the duopoly of Google (including YouTube) and Facebook (including Instagram).

US Online Advertising Market Future Outlook and Projections

The digital advertising expenditure is expected to surpass the traditional advertising owing to the spurring smart phone and internet penetration among the population in the US. The introduction of 5G internet technology is expected to be one of the major growth drivers impacting the market as advertisers are now likely to adopt new ad formats due to better internet infrastructure and speed. Adoption of new technologies such as Artificial Intelligence, Augmented & Virtual Reality to improve the targeting, measurability and efficiency of internet ads is further expected to positively impact the digital advertising market in the country.

Key Segments Covered

By Type (On the Basis of Ad Expenditure)

  • Digital Advertising Market
  • Traditional Advertising Market

By Medium (On the Basis of Ad Expenditure)

  • Desktop Advertising
  • Mobile Advertising

By Type of Advertisement (On the Basis of Ad Expenditure)

  • Search Advertising
  • Social Media Advertising
  • Display Advertising
  • Video Advertising
  • Audio Advertising
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)

By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)

  • Social Media Advertising
      Facebook
      Instagram
      Others
  • Search  Advertising
      Google
      Yahoo & Bing
      Amazon
      Others
  • Video Advertising
      YouTube
      Others

Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure), 2013-2018

  • Social Media Advertising
      Mobile
      Desktop
  • Video Advertising
      Mobile
      Desktop
  • Search Advertising
      Mobile
      Desktop
  • Audio Advertising
      Mobile
      Desktop
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
      Mobile
      Desktop

 By Sectors (On the Basis of Ad Expenditure)

  • Retail
  • Automotive
  • Financial Services
  • Telecommunications
  • Leisure Travel
  • Consumer Packaged Goods
  • Electronics & Computers
  • Pharmaceuticals/Healthcare
  • Media
  • Entertainment
  • Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)

By Ad-Buyers (On the Basis of Ad Expenditure)

  • Direct
  • Ad Agencies

    By Pricing Model (On the Basis of Ad Expenditure)
  •  Performance
  •  Cost Per Mile
  •  Hybrid

Key Target Audience

  • Advertising Agencies
  • Social Networking Platforms
  • End User Industries Investing in Digital Advertising
  • Regulatory Bodies and Government Agencies
  • Investors

 Time Period Captured in the Report:

  • Historical Period: 2013-2018
  • Forecast Period: 2019-2025

Companies Covered in US Online Advertising Market:

   Major Ad Agencies

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

  Major Online Platforms

  • Google (including YouTube)
  • Facebook (including Instagram)
  • Amazon
  • Microsoft (including LinkedIn)
  • Verizon Media

Key Topics Covered in the Report

  • US Online Advertising Market Introduction (Historical Evolution, Overview, Genesis, Business Cycle)
  • US Online Advertising Market Size, 2013-2018    
  • US Online Advertising Market Segmentation, 2013-2018           
  • SWOT Analysis of US Online Advertising Market          
  • Growth Drivers, Trends and Developments in US Online Advertising Market
  • Issues and Challenges in US Online Advertising Market          
  • Regulatory Framework in US Online Advertising Market
  • Customer Profiling in US Online Advertising Market
  • Case Studies Covered in US Online Advertising Market           
  • Competitive Landscape in US Online Advertising Market
  • US Online Advertising Market Future Outlook and Projections, 2019-2025F
  • Analyst Recommendations  
READ MORE

Scope

1.     Executive Summary

2.     Research Methodology

2.1.          Market Definitions

2.2.          Abbreviations

2.3.          Market Sizing and Modeling

Market Sizing Approach- US Online Advertising Market

Market Size Inclusion Table

Limitations

Final Conclusion

Variables (Dependent and Independent)

Multi Factor Based Sensitivity Model

Regression Matrix

3.    US Online Advertising Market Ecosystem (Brands, Advertising Agencies, Content Creation Companies, Publishers, Audience and Industry Associations)

4.   US Online Advertising Market Value Chain Analysis (Entities Including Advertisers, Advertising Agencies, Ad Networks, Ad Servers, Trading Desks, Demand Side Platforms, Ad Exchange, Supply Side Platforms, Publishers, End Users)

4.1.          Working of Demand Side Platforms and Buy-side Model

4.2.          Working of Supply Side Platforms and Sell-Side Model

5.      US Advertising Market Snapshot, 2018

6.      US Online Advertising Market Introduction and Overview

6.1.          US Online Advertising Market Historical Evolution

6.2.          US Online Advertising Market Overview, Genesis and Business Cycle Graph

6.3.          US Advertisement Market (Digital and Traditional), 2013-2018

7.   US Online Advertising Market Size (including Market Growth, Supporting Statistics, Key Catalysts for Market Growth and Seasonality), 2013-2018

7.1.          By Advertising Expenditure, 2013-2018

8.      US Online Advertising Market Segmentation, 2013-2018

8.1.          By Medium (Mobile and Desktop)(On the Basis of Advertising Expenditure and Share, Device Usage, Average Internet Speed, Web Visits, Average Pages Viewed per Visit, Major User Base, E-Commerce Conversion Rate, Major Ad-Formats, Major Sectors Spending Actively and Major Online Activities), 2013-2018

8.2.          By Type of Advertising (Search, Social Media, Display, Video, Audio and Others) (On the Basis of Advertising Expenditure and Share, Usage Statistics, Major Target Audience, Major Platforms, Major Industries and Preferred Pricing Models), 2013-2018

8.2.1.             Further Segmentation by Medium (Mobile and Desktop), 2013-2018

8.3.          By Type of Ad-Buyers (Direct and Agencies)

8.4.          By Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), 2013-2018

8.5.          By Pricing Model (Performance, Cost-per-Mile and Hybrid), 2013-2018

9.    Programmatic Advertising in US Online Advertising Market (Types, Major Sectors Using Programmatic Advertising, Issues Faced, Upcoming Trends and Case Study)

Case Study: How Alaska Airlines Leveraged Programmatic Advertising to Fill its Empty Seats

10.    Customer Profiling in US Online Advertising Market (Economic Indicators, Internet Usage Statistics on the basis of Gender, Age Group, Frequency, Mobile Internet Activities, Social Media Platforms Usage and Frequency) 2018

11.   Regulatory Scenario in US Online Advertising Market (Federal Laws, State Laws, Self-Regulatory Principles and Other Regulations)

12.       Trends and Developments in the US Online Advertising Market

13.       Issues and Challenges in the US Online Advertising Market

14.       SWOT Analysis of US Online Advertising Market

15.       Successful Digital Ad Campaigns in US

15.1.        How IHOP Successfully Increased its Burger Sales without Affecting its Breakfast Business through the Power of Social Media

15.2.        How Starbucks Broke the Internet and Enhanced Its Sales With a Limited Edition Unicorn Frappuccino

16.       Decision Making Criteria for Clients in US Online Advertising Market

17.       Comparative Landscape in US Online Advertising Market, 2018

17.1.        Competition Scenario (Competition Stage, Major Players, Competing Parameters)

17.2.        US Online Advertising Major Platforms (Google including YouTube, Facebook including Instagram, Amazon, Microsoft including LinkedIn and Verizon Media) Market Share Analysis including Advertising Revenue, Usage Statistics, Type of Advertisements, Age & Gender Demographics and Total Advertising Audience)

17.3.        Market Share Analysis by Type Of Advertising On The Basis Of Platform (Facebook, Instagram, Google, Yahoo & Bing, Amazon, YouTube and Others), 2018 and 2025F

17.4.        Strengths and Weaknesses of Major Advertising Agencies (Interpublic Group of Companies, WPP, Omnicom Group, Publicis Groupe and Dentsu Inc) in the US Online Advertising Market

17.5.        Company Profiles of Major Advertising Agencies in US (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Awards & Achievements and Recent Developments)

17.5.1.               WPP plc

17.5.2.               Omnicom Group

17.5.3.               Publicis Groupe SA

17.5.4.               Interpublic Group of Companies Inc. (IPG)

17.5.5.               Dentsu Inc.

18.       US Advertisement Market (Digital and Traditional) Future Outlook and Projections, 2025F

19.       US Online Advertising Market Future Outlook and Projections (Market Growth, Key Catalysts for Market Growth and Potential Threats), 2018-2025

19.1.        By Advertising Expenditure, 2018-2025F

20.       US Online Advertising Market Segmentation Future Outlook and Projections, 2018-2025F

20.1.        By Medium (Mobile and Desktop), 2018-2025F

20.2.        By Type of Advertising (Search, Social Media, Display, Video, Audio and Others), 2018-2025F

20.2.1.               Further Segmentation By Medium (Mobile and Desktop), 2018-2025F

20.3.        By Type of Ad-Buyers (Direct and Agencies), 2025F

20.4.        By Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), 2018-2025F

20.5.        By Pricing Model (Performance, Cost-per-Mile and Hybrid), 2018-2025F

21.       Analyst Recommendations for US Online Advertising Market

Disclaimer

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List Of Figure

Figure 1‑1: US Online Advertising Market Flowchart on the Basis of Advertising Expenditure in USD Billion, 2018

Figure 1‑2: US Online Advertising Market Flowchart on the Basis of Advertising Expenditure in USD Billion, 2025F

Figure 3‑1: US Online Advertising Market Ecosystem

Figure 4‑1: US Online Advertising Market Value Chain Analysis

Figure 4‑2: US Online Advertising Market Working Model including Buy and Sell Side Platforms

Figure 6‑1: US Online Advertising Market Industry Cycle Graph

Figure 6‑2: US Advertisement Market (Digital and Traditional) on the Basis of Advertising Expenditure in Percentage (%), 2013-2018

Figure 7‑1: US Online Advertising Market Size on the Basis of Advertising Expenditure in USD Billion and Growth Rate in Percentage (%), 2013-2018

Figure 8‑1: US Online Advertising Market Segmentation by Medium (Mobile and Desktop) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Figure 8‑2: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in Percentage (%), 2013-2018

Figure 8‑3: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Mobile Devices on the Basis of Advertising Expenditure in Percentage (%), 2013 and 2018

Figure 8‑4: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Desktop on the Basis of Advertising Expenditure in Percentage (%), 2013 and 2018

Figure 8‑5: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in Percentage (%), 2013

Figure 8‑6: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in Percentage (%), 2018

Figure 8‑7: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Digital Advertising Expenditure in Percentage (%), 2018

Figure ‑8‑8: US Online Advertising Market Segmentation by Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others) on the Basis of Share in Advertising Expenditure in Percentage, 2013-2018

Figure 8‑9: US Online Advertising Market Segmentation by Pricing Model (Performance, CPM and Hybrid) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Figure 9‑1: US Online Advertising Market Programmatic Advertising Market on the Basis of Advertising Expenditure in Percentage (%), 2018

Figure 12‑1:  US Internet Users as a Percentage (%) of Total Population, 2013-2017

Figure 12‑2: US Number of Broadband Internet Subscribers in Thousands, 2013-2018

Figure 12‑3: US Smartphone Penetration Rate in Percentage (%), 2013-2018

Figure 12‑4: US Social Media Penetration Rate in Percentage (%), 2013-2018

Figure 17‑1: Market Share of Major Players (Google, Facebook, Amazon, Microsoft, Verizon, Twitter, Snapchat, Pinterest, Reddit and Others) Operating in US Online Advertising Market on the Basis of Advertising Revenue in Percentage (%), 2018

Figure 17‑3: US Online Advertising Market Share Analysis by Types Further Split by Major Players on the Basis of Online Advertising Revenue in Percentage (%), 2018

Figure 17‑4: US Online Advertising Market Share Analysis by Types Further Split by Major Players on the Basis of Online Advertising Revenue in Percentage (%), 2025F

Figure 18‑1: US Advertisement Market (Digital and Traditional) on the Basis of Advertisement Expenditure in USD Billion, 2018 and 2025F

Figure 19‑1: US Online Advertising Market Future Outlook and Projections on the Basis of Advertising Expenditure in Percentage (%), 2018-2025F

Figure 20‑1: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑2: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in Percentage (%), 2025F

Figure 20‑3: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Mobile Devices on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑4: US Online Advertising Market Further Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) in Desktop on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑5: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Advertising Expenditure in Percentage (%), 2025F

Figure 20‑6: US Online Advertising Market Segmentation by Pricing Model (Performance, Cost-per-Mile and Hybrid) on the Basis of Advertising Expenditure in Percentage (%), 2018-2025F


List Of Table

Table 2‑1: Consolidated Research Approach for US Online Advertising Market

Table 2‑2: Sample Size Inclusion Table Including Advertising Agencies, Advertising Platforms and Major Advertisers (Brands)

Table 2‑3: Sample Size Inclusion Table Including Respondent Category and Percentage of Sample Size

Table 2‑4: Tentative Set of Questions Asked by Mode of Entities and Desired Outcome

Table 2‑5: Correlation Matrix for US Online Advertising Market

Table 2‑6: Regression Coefficients Output for US Online Advertising Market

Table 3‑1: US Online Advertising Market Ecosystem Major Entities including Entity, Description and Name

Table 4‑1: US Online Advertising Market Value Chain Analysis including Major Entities (Advertisers, Online Advertising Agencies, Ad Networks, Ad Server, Trading Desk, Demand Side Platforms, Trading Desk, Supply Side Platforms, Publishers and End-Users) and Description

Table 4‑2: US Online Advertising Model Demand Side Platforms (DSP) Including Definition and Role, Advantages of DSP, Pricing Model, Working Model and Buy Side Model, 2018

Table 4‑3: US Online Advertising Market Supply Side Platforms (SSP) Including Definition and Role, Advantages of SSP, Pricing Model, Working Model and Sell Side Model, 2018

Table 6‑1: Historical Evolution of US Online Advertising Market including Year and Description

Table 6‑2: US Online Advertising Market Overview and Genesis including Parameters and Description

Table 6‑3: US Advertisement Market Digital and Traditional on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 7‑1: US Online Advertising Market Size on the Basis of Advertisement Expenditure (Ad Spend) in USD Billion including Particulars (Market Growth, Supporting Statistics, Key Catalysts for Market Growth and Seasonality) and Description

Table 8‑1: Cross-Comparison between Digital Advertising Mediums (Mobile and Desktop) in US Online Advertising Market including Parameters (Device Usage, Average Internet Speed, Web Visits, Average Page Views per Visit, Major User Base, E-Commerce Conversion Rate, Major Ad-Formats, Major Sectors, Major Online Activities) and Description, 2018

Table 8‑2: US Online Advertising Market Segmentation by Medium (Mobile and Desktop) on the Basis of Advertisement Expenditure in USD Billion, 2013-2018

Table 8‑3: Cross-Comparison between Ad-Formats (Search, Social Media, Display, Video and Audio) on the Basis of Parameters and Description, 2018

Table 8‑4: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 8‑5: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 8‑6: US Online Advertising Market Segmentation by Type of Advertising Further Split by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in USD Billion, 2013-2018

Table 8‑7: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Digital Advertising Expenditure in USD Billion, 2018

Table 8‑8: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Digital Advertising Expenditure in USD Billion 2018

Table 8‑9: US Online Advertising Market Segmentation by Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others) on the Basis of Share in Advertising Expenditure in USD Billion, 2013-2018

Table 8‑10: US Online Advertising Market Segmentation by Pricing Model (Performance, Cost-per-Mile and Hybrid) on the Basis of Advertising Expenditure in USD Billion, 2013-2018

Table 9‑1: Programmatic Advertising is US Online Advertising Market including Parameters and Description, 2018

Table 10‑1: US Online Advertising Market Customer Profiling Including Population and Economic Indicators and their Percent Penetration, 2018

Table 10‑2: US Online Advertising Market Customer Profiling Including Average Time Spent on Internet on Desktop (including Tablets) and Mobile as of January 2019

Table 10‑3: US Online Advertising Market Customer Profiling including Internet Penetration in Adults on the Basis of Gender in Percentage (%), 2018

Table 10‑4: US Online Advertising Market Customer Profiling including Smartphone Penetration in Adults on the Basis of Age Groups in Percentage (%), 2018

Table 10‑5: US Online Advertising Market Customer Profiling including Frequency of Internet Usage by Users in Percentage (%), 2018

Table 10‑6: US Online Advertising Customer Profiling including Internet Users Performing Online Activities via Mobile (Mobile Messengers, Streaming Videos, Playing Games, Banking, Maps) in a Month in Percentage (%), 2018

Table 10‑7: US Online Advertising Market Customer Profiling including Usage of Various Social Media Platforms (YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter, Whatsapp) by Monthly Active Users in Percentage (%), 2018

Table 10‑8: US Online Advertising Market Customer Profiling including Usage of Various Social Media Platforms on the Basis of Frequency in Percentage (%), 2018

Table 11‑1: Regulatory Framework in the US Online Advertising Market including Federal Laws, State Laws, Self-Regulatory Principles and Other Regulations

Table 14‑1: SWOT Analysis of US Online Advertising Market, 2018

Table 15‑1: US Online Advertising Market Case Study Analysis of IHOP Ultimate Steak Burgers Describing Effectiveness of Online Advertisement Campaign in US Including Product, Campaign Objective, Agency, Country, Year, Campaign’s Target Audience, Campaign Foundation Idea, Platform, Ad Strategy, Campaign Result and Conclusion, 2018

Table 15‑2: US Online Advertising Market Case Study Analysis of Starbucks’ Unicorn Frappuccino Campaign Describing Effectiveness of Online Advertisement Campaign in US Including Product, Campaign Objective, Country, Year, Campaign’s Target Audience, Campaign Foundation Idea, Platform, Ad Strategy, Campaign Result and Conclusion, 2018

Table 16‑1: Decision Making Criteria for Clients in US Online Advertising Market including Parameters (Sectors Catered, User Base, Ad Space Inventory, Cost of Publishing, Creativity and Impact), Degree of Importance and Description, 2018

Table 17‑1: US Online Advertising Market Competition Scenario (Competition Stage, Major Players, Competing Parameters)

Table 17‑2: Cross Comparison between Major Players (Google, Facebook, Amazon, Microsoft and Verizon Media) in the US Online Advertising Market on the Basis of Parameters (Market Share, Advertising Revenue, Usage Statistics, Types of Advertisements) and Description, 2018

Table 17‑3: Major Platforms (Google & YouTube, Facebook & Instagram, Amazon, Microsoft and Verizon Media) in the US Online Advertising Market including Parameters and Description, 2018

Table 17‑4: US Online Advertising Market Profile Of Social Media Users on the Basis of Demographics (Age and Gender), 2018

Table 17‑5: US Online Advertising Market Profile Of Social Media Users on the Basis of Advertising Audience (Monthly Active Users) and Gender, 2018

Table 17‑6: US Online Advertising Market Share Analysis by Types Further Split by Major Players on the Basis of Online Advertising Revenue in Percentage (%), 2018 and 2025F

Table 17‑7: US Online Advertising Market Strengths and Weaknesses of Major Players (Interpublic Group of Companies, WPP, Omnicom Group and Publicis Groupe SA)

Table 17‑8: Company Profile of WPP Operating in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Strengths, Major Companies, Major Clientele, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑9: Company Profile of Omnicom Group in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑10: Company Profile of Publicis Groupe in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑11: Company Profile of Interpublic Group of Companies Inc. (IPG) in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Business Strategies, Major Advertising Companies, Major Clientele, Achievements & Awards, Recent Developments) and Description, 2018

Table 17‑12: Company Profile of Dentsu Inc. in US Online Advertising Market including Parameters (Company Overview, Service Portfolio, Major Advertising Companies, Revenue, Achievements & Awards, Recent Developments) and Description, 2018

Table 18‑1: US Advertisement Market (Digital and Traditional) on the Basis of Advertisement Expenditure in USD Billion, 2025F

Table 19‑1: US Online Advertising Market Future Outlook and Projections on the Basis of Advertising Expenditure in USD Billion including Parameters (Market Size, Key Catalysts for Market Growth, Growth Barriers) and Description, 2018-2025F

Table 20‑1: US Online Advertising Market Segmentation by Medium (Mobile and Desktop) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑2: US Online Advertising Market Segmentation by Type of Advertising (Search, Social Media, Display, Video, Audio and Others) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑3: US Online Advertising Market Segmentation by Type of Advertising Further Segmentation by Medium (Mobile and Desktop) on the Basis of Online Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑4: US Online Advertising Market Segmentation by Type of Ad-Buyers (Direct and Agencies) on the Basis of Advertising Expenditure in USD Billion, 2025F

Table 20‑5: US Online Advertising Market Segmentation by Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

Table 20‑6: US Online Advertising Market Segmentation by Pricing Model (Performance, Cost-per-Mile and Hybrid) on the Basis of Advertising Expenditure in USD Billion, 2018-2025F

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Products

Key Segments Covered

By Type (On the Basis of Ad Expenditure)

  • Digital Advertising Market
  • Traditional Advertising Market

By Medium (On the Basis of Ad Expenditure)

  • Desktop Advertising
  • Mobile Advertising

By Type of Advertisement (On the Basis of Ad Expenditure)

  • Search Advertising
  • Social Media Advertising
  • Display Advertising
  • Video Advertising
  • Audio Advertising
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)

By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)

  • Social Media Advertising
      Facebook
      Instagram
      Others
  • Search  Advertising
      Google
      Yahoo & Bing
      Amazon
      Others
  • Video Advertising
      YouTube
      Others

Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure), 2013-2018

  • Social Media Advertising
  • Mobile
  • Desktop
  • Video Advertising
  • Mobile
  • Desktop
  • Search Advertising
  • Mobile
  • Desktop
  • Audio Advertising
  • Mobile
  • Desktop
  • Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
  • Mobile
  • Desktop

 By Sectors (On the Basis of Ad Expenditure)

  • Retail
  • Automotive
  • Financial Services
  • Telecommunications
  • Leisure Travel
  • Consumer Packaged Goods
  • Electronics & Computers
  • Pharmaceuticals/Healthcare
  • Media
  • Entertainment
  • Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)

By Ad-Buyers (On the Basis of Ad Expenditure)

  • Direct
  • Ad Agencies

    By Pricing Model (On the Basis of Ad Expenditure)
  •  Performance
  •  Cost Per Mile
  •  Hybrid

Key Target Audience

  • Advertising Agencies
  • Social Networking Platforms
  • End User Industries Investing in Digital Advertising
  • Regulatory Bodies and Government Agencies
  • Investors

 Time Period Captured in the Report:

  • Historical Period: 2013-2018
  • Forecast Period: 2019-2025


Companies

Companies Covered in US Online Advertising Market:

   Major Ad Agencies

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

  Major Online Platforms

  • Google (including YouTube)
  • Facebook (including Instagram)
  • Amazon
  • Microsoft (including LinkedIn)
  • Verizon Media