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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

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Date: 26-Jun-2018
No. of pages: 123
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“Contextual advertising market to grow at a CAGR of 18.80% between 2018 and 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 can be attributed to factors such as increasing number of social media users, personalized marketing strategies, and growing trend of mobile advertisement. However, factors such as privacy concerns due to behavioral tracking and low conversion ratio due to user annoyance are restraining the growth of the contextual advertising market.

“Activity-based advertising — a major type of contextual advertising”

Activity-based advertising is expected to account the largest share of the overall contextual advertising market in 2018. Activity-based advertising is a type of contextual advertising that is done based on users’ browsing history and cookies. This type of advertising typically comprises graphics, logos, pictures, and texts, among others. These advertisements appear on webpages, e-mails, and instant messaging (IM) applications. In static form, these advertisements are commonly known as ad banners.

“Mobile devices to account for largest market size in 2018”

Mobile devices are expected to account for the largest share of the contextual advertising market in 2018. Mobile advertising platforms help promote products and services. These help attract customers to particular products and services. As mobile internet has evolved, advertising methods on mobile devices have also witnessed a major change. Earlier, mobile advertising meant just informing customers about a product through SMS.

“Contextual advertising market in APAC to grow at the highest CAGR during the forecast period”

Among all regions, the contextual advertising market in APAC is expected to grow at the highest CAGR during the forecast period. The growth of this market can be attributed to the presence of countries such as China, Japan, and India in the region. These countries have a large number of internet users, which, in turn, creates huge opportunities for advertisers. This is encouraging marketers in APAC to invest in contextual advertising to promote their bands and create brand value.

In the process of determining and verifying the market size for several segments and sub segments obtained through secondary research, extensive primary interviews have been conducted with officials from key companies. The breakup of the profile of primaries has been given below:


  • By Company Type: Tier 1 – 25%, Tier 2 – 35%, and Tier 3 – 40%

  • By Designation: C-Level Executives – 35%, Directors – 25%, andOthers– 40%

  • By Region:North America – 43%, Europe – 29%, APAC – 14%, and RoW – 14%


Companies that provide a range of customized solutions are expected to emerge as game changersin this market.

Key players in the contextual advertising market profiled in this report are:


  • Google (US)

  • Media.net (Dubai)

  • Facebook (US)

  • Microsoft (US)

  • Amazon.com (US)

  • AOL (Austria)

  • Yahoo (US)

  • Twitter (US)

  • IAC (US)

  • Amobee (US)


Research Coverage:

In this report, segments such as type, deployment, industry and geography have been covered. The report also discusses drivers, restraints, opportunities, and challenges pertaining to the market. The report also gives a detailed view of the market across four main regions: North America, Europe, APAC, and RoW. The value chain analysis of the contextual advertising ecosystem has also been included in the report.

Reasons to Buy the Report:


  • This report includes statistics pertaining to the contextual advertising market, by type, deployment, industry, and geography, along with market size of each sub segment.

  • Major drivers, restraints, opportunities, and challenges pertaining to the market have been provided in detail in this report.

  • This report would help stakeholders understand their competitors better and gain more insights to enhance their positions in the market. The competitive landscape section includes competitor ecosystem and recent development strategies, such as product launches and developments, partnerships, and mergers & acquisitions, adopted by key players in the market.

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

Table of Contents

1 Introduction
1.1 Objectives of Study
1.2 Definition
1.3 Scope of Market
1.3.1 Markets Covered
1.3.2 Years Considered for Study
1.4 Currency
1.5 Limitations
1.6 Market Stakeholders

2 Research Methodology
2.1 Research Data
2.1.1 Secondary Data
2.1.1.1 List of Major Secondary Sources
2.1.1.2 Secondary Sources
2.1.2 Primary Data
2.1.2.1 Primary Interviews With Experts
2.1.2.2 Key Data From Primary Sources
2.1.2.3 Key Industry Insights
2.1.2.4 Breakdown of Primaries
2.1.3 Secondary & Primary Research
2.2 Market Size Estimation
2.2.1 Bottom-Up Approach
2.2.1.1 Approach for Capturing the Market Size By Bottom-Up Analysis (Demand Side)
2.2.2 Top-Down Approach
2.2.2.1 Approach for Capturing the Market Size By Top-Down Analysis (Supply Side)
2.3 Data Triangulation
2.4 Research Assumptions

3 Executive Summary

4 Premium Insights
4.1 Attractive Growth Opportunities in the Contextual Advertising Market
4.2 Contextual Advertising Market, By Type
4.3 Contextual Advertising Market, By Deployment
4.4 Contextual Advertising Market in APAC, By Industry and Region
4.5 Contextual Advertising Market, By Industry
4.6 Contextual Advertising Market, By Region

5 Market Overview
5.1 Introduction
5.2 Market Dynamics
5.2.1 Drivers
5.2.1.1 Growing Social Media Users
5.2.1.2 Personalized Marketing Strategies
5.2.1.3 Growing Trend of Mobile Advertisement
5.2.2 Restraints
5.2.2.1 Privacy Concerns Due to Behavioral Tracking
5.2.2.2 Low Conversion Ratio Due to User Annoyance
5.2.3 Opportunities
5.2.3.1 Trending AI and Big Data Analytics in Digital Marketing
5.2.3.2 Integration of AR and VR for Digital Customer Engagement
5.2.4 Challenges
5.2.4.1 Varying Standards of Regulation Policies
5.2.4.2 Selection of Relevant Digital Techniques and Vendors
5.3 Ecosystem/Value Chain Analysis
5.3.1 Advertisers
5.3.2 Technology Providers
5.3.3 Publishers

6 Contextual Advertising Market, By Approach
6.1 Introduction
6.2 Mass Contextual Advertising
6.3 Focused Contextual Advertising
6.4 Contextual Behavioral Advertising
6.5 Contextual Billboard Advertising

7 Contextual Advertising Market, By Type
7.1 Introduction
7.2 Activity-Based Advertising
7.3 Location-Based Advertising
7.4 Others
7.4.1 In-App Advertising
7.4.2 In-Video Advertising

8 Contextual Advertising Market, By Deployment
8.1 Introduction
8.2 Mobile Devices
8.3 Desktops
8.4 Digital Billboards

9 Contextual Advertising Market, By Industry
9.1 Introduction
9.2 Consumer Goods, Retail, and Restaurants
9.3 Telecom and IT
9.4 Banking, Financial Services, and Insurance (BFSI)
9.5 Media and Entertainment
9.6 Travel, Transportation, and Automobiles
9.7 Healthcare
9.8 Academia and Government
9.9 Others

10 Contextual Advertising Market, By Geography
10.1 Introduction
10.2 North America
10.2.1 US
10.2.2 Canada
10.2.3 Mexico
10.3 Europe
10.3.1 Germany
10.3.2 UK
10.3.3 Rest of Europe (RoE)
10.4 APAC
10.4.1 China
10.4.2 Japan
10.4.3 Rest of APAC
10.5 RoW
10.5.1 Middle East and Africa (MEA)
10.5.2 South America

11 Competitive Landscape
11.1 Overview
11.2 Market Ranking of Players, 2017
11.3 Competitive Scenario
11.3.1 Product Launches and Developments
11.3.2 Partnerships, Agreements, and Collaborations
11.3.3 Acquisitions

12 Company Profiles
12.1 Key Players
(Business Overview, Products Offered, Recent Developments, MnM View, SWOT Analysis)*
12.1.1 Google
12.1.2 Media.Net (Acquired By Beijing Miteno Communication Technology)
12.1.3 Facebook
12.1.4 Microsoft
12.1.5 Amazon.Com
12.1.6 Aol
12.1.7 Yahoo
12.1.8 Twitter
12.1.9 IAC
12.1.10 Amobee (Subsidiary of Singapore Telecommunications)
*Business Overview, Products Offered, Recent Developments, MnM View, SWOT Analysis Might Not Be Captured in Case of Unlisted Companies.
12.2 Key Innovators
12.2.1 Act-On Software
12.2.2 Simplycast
12.2.3 Inmobi
12.2.4 Flytxt
12.2.5 Infolinks
12.3 Other Important Players
12.3.1 Adobe Systems
12.3.2 Sap
12.3.3 Marketo
12.3.4 Millennial Media
12.3.5 Flurry (Yahoo’s Developer Network)

13 Appendix
13.1 Discussion Guide
13.2 Knowledge Store: Marketsandmarkets’ Subscription Portal
13.3 Introducing RT: Real-Time Market Intelligence
13.4 Available Customizations
13.5 Related Reports
13.6 Author Details

List of Tables

Table 1 Contextual Advertising Market, By Type, 2015–2023 (USD Billion)
Table 2 Market for Activity-Based Advertising, By Deployment, 2015–2023 (USD Billion)
Table 3 Market for Location-Based Advertising, By Deployment, 2015–2023 (USD Billion)
Table 4 Market for Other Advertising Types, By Deployment, 2015–2023 (USD Billion)
Table 5 Contextual Advertising Market, By Deployment, 2015–2023 (USD Billion)
Table 6 Market for Contextual Advertising Through Mobile Devices, By Region, 2015–2023 (USD Billion)
Table 7 Market for Contextual Advertising Through Mobile Devices, By Type, 2015–2023 (USD Billion)
Table 8 Market for Contextual Advertising Through Desktops, By Region, 2015–2023 (USD Billion)
Table 9 Market for Contextual Advertising Through Desktops, By Type, 2015–2023 (USD Billion)
Table 10 Market for Contextual Advertising Through Digital Billboards, By Region, 2015–2023 (USD Billion)
Table 11 Market for Contextual Advertisings Through Digital Billboards, By Type, 2015–2023 (USD Billion)
Table 12 Contextual Advertising Market, By Industry, 2015–2023 (USD Billion)
Table 13 Contextual Advertising Market for Consumer Goods, Retail, and Restaurants, By Region, 2015–2023 (USD Billion)
Table 14 Contextual Advertising Market for Telecom and It, By Region, 2015–2023 (USD Billion)
Table 15 Contextual Advertising Market for BFSI, By Region, 2015–2023 (USD Billion)
Table 16 Contextual Advertising Market for Media and Entertainment, By Region, 2015–2023 (USD Billion)
Table 17 Contextual Advertising Market for Travel, Transportation, and Automobiles, By Region, 2015–2023 (USD Billion)
Table 18 Contextual Advertising Market for Healthcare, By Region, 2015–2023 (USD Billion)
Table 19 Contextual Advertising Market for Academia and Government, By Region, 2015–2023 (USD Billion)
Table 20 Contextual Advertising Market for Other Industries, By Region, 2015–2023 (USD Billion)
Table 21 Contextual Advertising Market, By Region, 2015–2023 (USD Billion)
Table 22 Contextual Advertising Market in North America, By Country, 2015–2023 (USD Billion)
Table 23 Contextual Advertising Market in North America, By Industry, 2015–2023 (USD Billion)
Table 24 Contextual Advertising Market in Europe, By Country/Region, 2015–2023 (USD Billion)
Table 25 Contextual Advertising Market in Europe, By Industry, 2015–2023 (USD Billion)
Table 26 Contextual Advertising Market in APAC, By Country/Region, 2015–2023 (USD Billion)
Table 27 Contextual Advertising Market in APAC, By Industry, 2015–2023 (USD Billion)
Table 28 Contextual Advertising Market in RoW, By Region, 2015–2023 (USD Billion)
Table 29 Contextual Advertising Market in RoW, By Industry, 2015–2023 (USD Billion)
Table 30 Ranking of the Top 5 Players in the Contextual Advertising Market, 2017
Table 31 Product Launches and Developments, 2017 –2018
Table 32 Partnerships, Agreements, and Collaborations, 2015–2018
Table 33 Acquisitions, 2014–2017

List of Figures

Figure 1 Research Design
Figure 2 Market Size Estimation Methodology: Bottom-Up Approach
Figure 3 Market Size Estimation Methodology: Top-Down Approach
Figure 4 Data Triangulation
Figure 5 Assumptions of Research Study
Figure 6 Contextual Advertising Market, 2015–2023
Figure 7 Activity-Based Advertising Type to Hold the Largest Size of the Contextual Advertising Market in 2018
Figure 8 Market for Contextual Advertising Through Mobile Devices to Grow at the Highest CAGR During the Forecast Period
Figure 9 Consumer Goods, Retail, and Restaurants Industry to Hold the Largest Size of the Contextual Advertising Market in 2018
Figure 10 North America Held the Largest Share of the Contextual Advertising Market in 2017
Figure 11 Contextual Advertising Market in APAC to Grow at the Highest Rate During the Forecast Period
Figure 12 Activity-Based Advertising to Hold the Largest Size of the Contextual Advertising Market Throughout the Forecast Period
Figure 13 Mobile Devices to Hold the Largest Size of the Contextual Advertising Market in 2018
Figure 14 China to Hold the Largest Share of the Contextual Advertising Market in APAC in 2018
Figure 15 Consumer Goods, Retail, and Restaurants to Hold the Largest Size of the Contextual Advertising Market Throughout the Forecast Period
Figure 16 US to Hold the Largest Share of the Contextual Advertising Market in 2018
Figure 17 Contextual Advertisement Market
Figure 18 Contextual Advertising Market: Value Chain Analysis
Figure 19 Contextual Advertising Market, By Approach
Figure 20 Contextual Advertising Market, By Type
Figure 21 Activity-Based Advertising is Expected to Grow at the Highest CAGR in the Contextual Advertising Market During Forecast Period
Figure 22 Mobile Devices to Hold the Largest Size of the Market for Activity-Based Advertising Throughout the Forecast Period
Figure 23 Contextual Advertising Market, By Deployment
Figure 24 Mobile Devices to Dominate the Overall Contextual Advertising Market During the Forecast Period
Figure 25 Contextual Advertising Through Mobile Devices in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 26 Market for Contextual Advertising Through Digital Billboards in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 27 Contextual Advertising Market, By Industry
Figure 28 Contextual Advertising Market for Consumer Goods, Retail, and Restaurants to Grow at the Highest CAGR During the Forecast Period
Figure 29 Contextual Advertising Market for Consumer Goods, Retail, and Restaurants in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 30 Contextual Advertising Market for BFSI in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 31 Contextual Advertising Market for the Healthcare Industry in APAC to Grow at the Highest CAGR During the Forecast Period
Figure 32 Contextual Advertising Market, By Geography
Figure 33 Geographic Snapshot of the Contextual Advertising Market (2018–2023)
Figure 34 Snapshot of the Contextual Advertising Market in North America
Figure 35 Snapshot of the Contextual Advertising Market in Europe
Figure 36 Snapshot of the Contextual Advertising Market in APAC
Figure 37 Snapshot of the Contextual Advertising Market in RoW
Figure 38 Growth Strategies Adopted By Market Players Between 2014 and 2018
Figure 39 Google: Company Snapshot
Figure 40 Facebook: Company Snapshot
Figure 41 Microsoft: Company Snapshot
Figure 42 Amazon.Com: Company Snapshot
Figure 43 Yahoo: Company Snapshot
Figure 44 Twitter: Company Snapshot
Figure 45 IAC: Company Snapshot

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