Overview and Scope
Interactive advertising is a form of marketing communication that engages consumers directly through active participation, feedback, or interaction, which encourages two-way communication and engagement, allowing consumers to interact with the ad content in real time. This advertising aims to captivate viewers, gather insights, and drive engagement and conversions, ultimately boosting brand awareness and generating leads.
Sizing and Forecast
The interactive advertising market size has grown strongly in recent years. It will grow from $32.97 billion in 2023 to $35.65 billion in 2024 at a compound annual growth rate (CAGR) of 8.1%. The growth in the historic period can be attributed to internet penetration, mobile adoption, social media platforms, e-commerce growth, and video content consumption.
The interactive advertising market size is expected to see strong growth in the next few years. It will grow to $49.38 billion in 2028 at a compound annual growth rate (CAGR) of 8.5%. The growth in the forecast period can be attributed to the rise of influencer marketing, sustainable advertising practices, the emergence of connected TV (CTV), 5g technology adoption, and AI and machine learning integration. Major trends in the forecast period include interactive video ads, interactive audio ads, AI-powered personalization, virtual events and experiential marketing, and social commerce integration.
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Segmentation & Regional Insights
The interactive advertising market covered in this report is segmented –
1) By Advertising Type: Sponsorship, Blogging, Widgets, Offline Activation, Social Media
2) By Organization Size: Small And Medium Enterprises, Large Enterprises
3) By End-User: Media And Entertainment, Banking, Financial Services And Insurance (BFSI), Retail And E-Commerce, Automotive, Education, Other End Users
North America was the largest region in the interactive advertising market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the interactive advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
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Major Driver Impacting Market Growth
The rising penetration of social media is expected to propel the growth of the interactive advertising market going forward. Social media penetration refers to the increasing prevalence and usage of social media platforms among individuals and communities worldwide. Social media penetration is due to increased accessibility and evolving user preferences for connection and entertainment. Social media serves as a dynamic platform for interactive advertising, enabling brands to create engaging and personalized experiences that foster meaningful connections with their audience, drive brand engagement, and, ultimately, achieve their marketing objectives. For instance, according to a report by Kepios Pte. Ltd, a Singapore-based strategy consultancy company, the global social media user base increased by 227 million compared to 2021, reaching 4.70 billion by the beginning of July 2022. Therefore, the rising penetration of social media is driving the growth of the interactive advertising market.
Key Industry Players
Major companies operating in the interactive advertising market are Adobe Inc., Ogilvy & Mather Worldwide Inc., Roku Inc., BBDO Worldwide Inc., MullenLowe Group Ltd., Taboola Inc, Grey Group Inc., Deutsch LA., BuzzFeed Inc., Mood Media Corporation, George P. Johnson Company, Wieden + Kennedy LLC, Droga5 LLC, Crispin Porter & Bogusky LLC, The Martin Agency LLC, BSSP Inc., Keo Marketing Inc., Mood Media, Shine Interactive LLC, NxtConcepts Inc.
The interactive advertising market report table of contents includes:
1. Executive Summary
2. Interactive Advertising Market Characteristics
3. Interactive Advertising Market Trends And Strategies
4. Interactive Advertising Market – Macro Economic Scenario
5. Global Interactive Advertising Market Size and Growth
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32. Global Interactive Advertising Market Competitive Benchmarking
33. Global Interactive Advertising Market Competitive Dashboard
34. Key Mergers And Acquisitions In The Interactive Advertising Market
35. Interactive Advertising Market Future Outlook and Potential Analysis
35.3.2 Competitor Strategies
36. Appendix
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