2026-2030年全球廣告支出

預計從 2025 年到 2030 年，全球廣告支出市場將成長 3,999 億美元，預測期內複合年成長率為 8.8%。

本報告對全球廣告支出市場進行了全面分析，包括市場規模和預測、趨勢、成長要素和挑戰，以及對約 25 家供應商的分析。

本報告對當前市場狀況、最新趨勢和促進因素以及整體市場環境進行了最新分析，而整體市場環境的促進因素包括人工智慧和演算法廣告的進步、零售媒體網路的成長以及聯網電視和串流平台的擴張。

本研究採用客觀的方法，結合一手和二手訊息，包括來自主要行業相關人員的意見。報告包含對主要企業的分析、全面的市場規模數據、區域細分分析以及供應商格局。報告提供歷史數據和預測數據。

該研究指出，社群媒體廣告日益佔據主導地位是未來幾年推動全球廣告支出市場成長的關鍵因素之一，程式化廣告效率的提高以及向以隱私為先的第一方資料策略的轉變預計將在市場上產生巨大的需求。

目錄

第1章執行摘要

第2章 Technavio 分析

• 價格、生命週期、顧客購買籃、採用率和購買標準分析
• 投入與差異化因素的重要性
• 混淆來源
• 促進因素和挑戰的影響

第3章 市場情勢

• 市場生態系統
• 市場特徵
• 價值鏈分析

第4章 市場規模

• 市場定義
• 市場區隔分析
• 2025年市場規模
• 2025-2030年市場展望

第5章 市場規模表現

• 2020-2024年全球廣告支出
• 類型細分市場分析 2020-2024
• 2020-2024年最終用戶細分市場分析
• 2020-2024年通路細分分析
• 2020-2024年區域市場分析
• 2020-2024年國家細分市場分析

第6章 定性分析

• 人工智慧的影響：全球廣告支出市場

第7章五力分析

• 五力分析概述
• 買方的議價能力
• 供應商的議價能力
• 新進入者的威脅
• 替代品的威脅
• 競爭威脅
• 市場狀況

第8章 按類型分類的市場區隔

• 比較：按類型
• 數位的
• 電視機
• 戶外廣告
• 印刷媒體
• 按類型分類的市場機會

9. 按最終用戶進行市場區隔

• 比較：按最終用戶
• 零售與電子商務
• 消費品
• 金融服務
• 車
• 其他
• 按最終用戶分類的市場機會

第10章 按通路進行市場細分

• 比較：按頻道
• 數位廣告
• 傳統廣告
• 各通路的市場機遇

第11章 客戶情況

第12章 區域情勢

• 區域細分
• 區域比較
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 韓國
  • 澳洲
  • 印尼
• 歐洲
  • 德國
  • 英國
  • 法國
  • 義大利
  • 西班牙
  • 荷蘭
• 南美洲
  • 巴西
  • 阿根廷
  • 智利
• 中東和非洲
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國
  • 南非
  • 以色列
  • 土耳其
• 各區域的市場機遇

第13章：促進因素、挑戰與機遇

• 市場促進因素
• 市場挑戰
• 促進因素和挑戰的影響
• 市場機遇

第14章 競爭格局

• 概述
• 競爭格局
• 令人困惑的局面
• 產業風險

第15章 競爭分析

• 公司簡介
• 企業排名指數
• 公司市場定位
• Baidu Inc.
• Captivate LLC
• Clear Channel Outdoor Holdings
• Comcast Corp.
• Fairway Outdoor LLC
• Focus Media Holding Ltd.
• Google LLC
• Lamar Advertising Co.
• Meta Platforms Inc.
• Microsoft Corp.
• Omnicom Group Inc.
• Publicis Groupe SA
• Verizon Communications Inc.
• WPP Plc
• X Corp.

第16章附錄

The global ad spending market is forecasted to grow by USD 399.9 bn during 2025-2030, accelerating at a CAGR of 8.8% during the forecast period. The report on the global ad spending market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by advancements in AI and algorithmic advertising, growth of retail media networks, expansion of connected tv and streaming platforms.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global ad spending market is segmented as below:

By Type

• Digital
• TV
• OOH
• Print

By End-User

• Retail and e-commerce
• Consumer goods
• Financial services
• Automotive
• Others

By Channel

• Digital advertising
• Traditional advertising

Geography

• North America
  • US
  • Canada
  • Mexico
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • The Netherlands
• South America
  • Brazil
  • Argentina
  • Chile
• Middle East and Africa
  • UAE
  • South Africa
  • Turkey
• Rest of World (ROW)

This study identifies the surge in social media advertising dominance as one of the prime reasons driving the global ad spending market growth during the next few years. Also, rise of programmatic advertising efficiency and shift toward privacy-first and first-party data strategies will lead to sizable demand in the market.

The report on the global ad spending market covers the following areas:

• Global ad spending market sizing
• Global ad spending market forecast
• Global ad spending market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global ad spending market vendors that include Baidu Inc., Captivate LLC, Clear Channel Outdoor Holdings, Comcast Corp., Daniel J. Edelman Holdings Inc, Fairway Outdoor LLC, Focus Media Holding Ltd., Google LLC, JCDecaux SE, Lamar Advertising Co., Meta Platforms Inc., Microsoft Corp., Omnicom Group Inc., OUTFRONT Media Inc., Publicis Groupe SA, Stroer SE and Co. KGaA, The Interpublic Group of Co Inc, Verizon Communications Inc., WPP Plc, X Corp.. Also, the global ad spending market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Market Segmentation by End-user
  • Executive Summary - Chart on Market Segmentation by Channel
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Ad Spending Market 2020 - 2024
  • Historic Market Size - Data Table on Global Ad Spending Market 2020 - 2024 ($ billion)
• 5.2 Type segment analysis 2020 - 2024
  • Historic Market Size - Type Segment 2020 - 2024 ($ billion)
• 5.3 End-user segment analysis 2020 - 2024
  • Historic Market Size - End-user Segment 2020 - 2024 ($ billion)
• 5.4 Channel segment analysis 2020 - 2024
  • Historic Market Size - Channel Segment 2020 - 2024 ($ billion)
• 5.5 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ billion)
• 5.6 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ billion)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Ad Spending Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Type

• 8.1 Market segments
• 8.2 Comparison by Type
• 8.3 Digital - Market size and forecast 2025-2030
• 8.4 TV - Market size and forecast 2025-2030
• 8.5 OOH - Market size and forecast 2025-2030
• 8.6 Print - Market size and forecast 2025-2030
• 8.7 Market opportunity by Type
  • Market opportunity by Type ($ billion)

9 Market Segmentation by End-user

• 9.1 Market segments
• 9.2 Comparison by End-user
• 9.3 Retail and e-commerce - Market size and forecast 2025-2030
• 9.4 Consumer goods - Market size and forecast 2025-2030
• 9.5 Financial services - Market size and forecast 2025-2030
• 9.6 Automotive - Market size and forecast 2025-2030
• 9.7 Others - Market size and forecast 2025-2030
• 9.8 Market opportunity by End-user
  • Market opportunity by End-user ($ billion)

10 Market Segmentation by Channel

• 10.1 Market segments
• 10.2 Comparison by Channel
• 10.3 Digital advertising - Market size and forecast 2025-2030
• 10.4 Traditional advertising - Market size and forecast 2025-2030
• 10.5 Market opportunity by Channel
  • Market opportunity by Channel ($ billion)

11 Customer Landscape

• 11.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

12 Geographic Landscape

• 12.1 Geographic segmentation
• 12.2 Geographic comparison
• 12.3 North America - Market size and forecast 2025-2030
  • 12.3.1 US - Market size and forecast 2025-2030
  • 12.3.2 Canada - Market size and forecast 2025-2030
  • 12.3.3 Mexico - Market size and forecast 2025-2030
• 12.4 APAC - Market size and forecast 2025-2030
  • 12.4.1 China - Market size and forecast 2025-2030
  • 12.4.2 Japan - Market size and forecast 2025-2030
  • 12.4.3 India - Market size and forecast 2025-2030
  • 12.4.4 South Korea - Market size and forecast 2025-2030
  • 12.4.5 Australia - Market size and forecast 2025-2030
  • 12.4.6 Indonesia - Market size and forecast 2025-2030
• 12.5 Europe - Market size and forecast 2025-2030
  • 12.5.1 Germany - Market size and forecast 2025-2030
  • 12.5.2 UK - Market size and forecast 2025-2030
  • 12.5.3 France - Market size and forecast 2025-2030
  • 12.5.4 Italy - Market size and forecast 2025-2030
  • 12.5.5 Spain - Market size and forecast 2025-2030
  • 12.5.6 The Netherlands - Market size and forecast 2025-2030
• 12.6 South America - Market size and forecast 2025-2030
  • 12.6.1 Brazil - Market size and forecast 2025-2030
  • 12.6.2 Argentina - Market size and forecast 2025-2030
  • 12.6.3 Chile - Market size and forecast 2025-2030
• 12.7 Middle East and Africa - Market size and forecast 2025-2030
  • 12.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 12.7.2 UAE - Market size and forecast 2025-2030
  • 12.7.3 South Africa - Market size and forecast 2025-2030
  • 12.7.4 Israel - Market size and forecast 2025-2030
  • 12.7.5 Turkey - Market size and forecast 2025-2030
• 12.8 Market opportunity by geography
  • Market opportunity by geography ($ billion)
  • Data Tables on Market opportunity by geography ($ billion)

13 Drivers, Challenges, and Opportunity

• 13.1 Market drivers
  • Advancements in AI and algorithmic advertising
  • Growth of retail media networks
  • Expansion of connected TV and streaming platforms
• 13.2 Market challenges
  • Economic uncertainty and budget constraints
  • Intensifying privacy regulations and signal loss
  • Persistent ad fraud and brand safety concerns
• 13.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 13.4 Market opportunities
  • Surge in social media advertising dominance
  • Rise of programmatic advertising efficiency
  • Shift toward privacy-first and first-party data strategies

14 Competitive Landscape

• 14.1 Overview
• 14.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 14.3 Landscape disruption
  • Overview on factors of disruption
• 14.4 Industry risks
  • Impact of key risks on business

15 Competitive Analysis

• 15.1 Companies profiled
  • Companies covered
• 15.2 Company ranking index
  • Company ranking index
• 15.3 Market positioning of companies
  • Matrix on companies position and classification
• 15.4 Baidu Inc.
  • Baidu Inc. - Overview
  • Baidu Inc. - Business segments
  • Baidu Inc. - Key offerings
  • Baidu Inc. - Segment focus
  • SWOT
• 15.5 Captivate LLC
  • Captivate LLC - Overview
  • Captivate LLC - Product / Service
  • Captivate LLC - Key offerings
  • SWOT
• 15.6 Clear Channel Outdoor Holdings
  • Clear Channel Outdoor Holdings - Overview
  • Clear Channel Outdoor Holdings - Business segments
  • Clear Channel Outdoor Holdings - Key offerings
  • Clear Channel Outdoor Holdings - Segment focus
  • SWOT
• 15.7 Comcast Corp.
  • Comcast Corp. - Overview
  • Comcast Corp. - Business segments
  • Comcast Corp. - Key news
  • Comcast Corp. - Key offerings
  • Comcast Corp. - Segment focus
  • SWOT
• 15.8 Fairway Outdoor LLC
  • Fairway Outdoor LLC - Overview
  • Fairway Outdoor LLC - Product / Service
  • Fairway Outdoor LLC - Key offerings
  • SWOT
• 15.9 Focus Media Holding Ltd.
  • Focus Media Holding Ltd. - Overview
  • Focus Media Holding Ltd. - Product / Service
  • Focus Media Holding Ltd. - Key offerings
  • SWOT
• 15.10 Google LLC
  • Google LLC - Overview
  • Google LLC - Product / Service
  • Google LLC - Key offerings
  • SWOT
• 15.11 Lamar Advertising Co.
  • Lamar Advertising Co. - Overview
  • Lamar Advertising Co. - Product / Service
  • Lamar Advertising Co. - Key offerings
  • SWOT
• 15.12 Meta Platforms Inc.
  • Meta Platforms Inc. - Overview
  • Meta Platforms Inc. - Business segments
  • Meta Platforms Inc. - Key news
  • Meta Platforms Inc. - Key offerings
  • Meta Platforms Inc. - Segment focus
  • SWOT
• 15.13 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
  • SWOT
• 15.14 Omnicom Group Inc.
  • Omnicom Group Inc. - Overview
  • Omnicom Group Inc. - Business segments
  • Omnicom Group Inc. - Key offerings
  • Omnicom Group Inc. - Segment focus
  • SWOT
• 15.15 Publicis Groupe SA
  • Publicis Groupe SA - Overview
  • Publicis Groupe SA - Product / Service
  • Publicis Groupe SA - Key offerings
  • SWOT
• 15.16 Verizon Communications Inc.
  • Verizon Communications Inc. - Overview
  • Verizon Communications Inc. - Business segments
  • Verizon Communications Inc. - Key news
  • Verizon Communications Inc. - Key offerings
  • Verizon Communications Inc. - Segment focus
  • SWOT
• 15.17 WPP Plc
  • WPP Plc - Overview
  • WPP Plc - Business segments
  • WPP Plc - Key offerings
  • WPP Plc - Segment focus
  • SWOT
• 15.18 X Corp.
  • X Corp. - Overview
  • X Corp. - Product / Service
  • X Corp. - Key offerings
  • SWOT

16 Appendix

• 16.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 16.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 16.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 16.4 Research methodology
  • Research methodology
• 16.5 Data procurement
  • Information sources
• 16.6 Data validation
  • Data validation
• 16.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 16.8 Data synthesis
  • Data synthesis
• 16.9 360 degree market analysis
  • 360 degree market analysis
• 16.10 List of abbreviations
  • List of abbreviations