Interactive Advertising Market Overview:
Interactive advertising is a type of media-based marketing commonly used by business and product manufacturers to promote their products and services as well as announcements and information. Interactive advertisements have become a great option for brands to interact with its consumers which resulted in improvement in word of mouth marketing. Customers are targeted on the basis of websites they visit using their laptops, smartphones as well as other hand held devices.
Interactive Advertising Market is one of the growing marketing medium as it can reach to mass audience in less time. Companies can use interactive advertising to build brand recognition and connect with consumers. The interactive advertising market is driven by factors such as increase in mobile users owing to usage of multiple channels. The efficient use of media technologies and creation of personalization media portals are one of the most significant factors fueling interactive advertising market.
Major Key Players:
The prominent players in the interactive advertising market are – Grey Advertising (U.S.), Wieden+Kennedy (U.S.), Butler, Shine, Stern & Partners (U.S.), Ogilvy & Mather (U.S.), BBDO (U.S.), Crispin Porter + Bogusky (U.S.), The Martin Agency (U.S.), Deutsch (U.S.), Droga5 (U.S.), Mullen Advertising (U.S.), among others, are profiled in Market Research Future analysis and are at the forefront of competition in the global interactive advertising market.
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Industry News:
April 18, IAB Tech Lab acquires DigiTrust:
The Interactive Advertising Bureau’s Tech Lab has acquired DigiTrust, a nonprofit consortium of programmatic platforms that intends to offer a standardized identifier for ad targeting. DigiTrust promotes its service by creating an anonymous user token that will be shared by its members. These tokens eventually result in identifying and blocking outside trackers.
April 18, VimpelCom launched interactive advertising pilot:
Russian service provider VimpelCom collaborated with GetShop.TV. to provide interactive advertising on its Beeline TV service. While viewers watch advertisements for automobiles, pharmaceuticals, fashion products and other consumer goods on their media devices, they will be prompted to access more detailed information. On clicking the prompted message, viewers will be diverted towards a window where details about the product which is advertised. The product will result in enabling subscribers and advertisers to interact more easily.
March 18, Accenture Interactive acquires Digital Shop Meredith Xcelerated Marketing:
Accenture Interactive entered into an agreement to acquire another ad agency, Meredith Xcelerated Marketing (MXM), New York-based shop. Accenture described MXM as a “content-focused leader in integrated marketing, cross-channel strategy development and creative execution.” The publicly-traded consulting firm has acquired multiple indie shops over the past few years as it tries to compete more directly with traditional agencies.
Interactive Advertising Market Segmentation:
Segmentation by type: mobile advertising, videos, internet, social media marketing, email marketing, sponsorship, blogging, widgets, offline activation and others.
Segmentation by organization size: small and medium enterprises and large enterprises.
Segmentation by vertical: retail and consumer goods, BFSI, IT & telecommunication, media & entertainment, travel, transportation & automotive, supply chain & logistics, healthcare, energy & power and utilities, education & Government and others.
Segmentation by region: North America, Europe, Asia Pacific and rest of the world.
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Interactive Advertising Market Regional Analysis:
The regional analysis of interactive advertising market is studied for North America, Europe, Asia-Pacific and Rest of the World. North America and Europe are contributing a large share in market growth. Followed by Asia Pacific, Japan, China and India which are moving towards digitization. Due to increase in customer support services, the usage of interactive advertising services has grown in developing in Asia Pacific region.
Asia-Pacific is expected to grow at the highest rate in interactive advertising market. North America is the leading player in interactive marketing market owing to huge investment in interactive advertising. The market growth in North America is mainly due to contribution by developed countries in building network connectivity, growing number of mobile users, increase usage of 3G and 4G network and increasing interactive marketing popularity among enterprises.
The dominance of countries like U.S. and Canada is prominently seen due to fast adoption of interactive advertising services. In addition to this, adoption of interactive advertising solutions in industry verticals
such as BFSI, healthcare and IT & telecommunications is an important factor which is driving the growth of Interactive Advertising market in the same region.
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