Online advertising is likewise known as internet advertising or digital advertising which makes usage of the cyberspace to communicate the promotional marketing message to the customers.
The online advertising term is broadly categorized on the basis of types of advertising which includes search engine optimization (SEO), banner marketing, search engine advertising (SEA), email marketing, online video advertising, local online advertising, social media optimization (SMO) strategies and additional types of online advertising. These online advertisings appear on the internet more often than traditional advertising media such as television and newspapers.
Search engine advertising and pay per click marketing are the fastest evolving advertising concepts for numerous assortments of businesses. Pay per clip is comparatively simple and effortless to carry out scalable, enormously cost efficient and in house. PPC is a huge component of effective and efficient online advertising for the business.
Online advertising uses numerous tools and techniques for online marketing functions which include sales CRM, e-commerce, e-mail, marketing automation, WCM, social CRM and web analytics. All these software tools collectively facilitate an organization to develop and implement effective and efficient marketing strategies.
The global online advertising market continues to rise in tandem with the global internet user base, social networking websites, income and widespread adoption of broadband. The industry is being motivated by mobile internet activity, increasing attractiveness and fame of mobile devices which includes tablets and smart phones that are proving to be beneficial.
The main factors that are driving the online advertising market are increased focus on digital media, cost effective, smart phone penetration, advertising by content providers and rising numbers of advertisers on social networking sites. The main factor that is restraining the growth of online advertising are lack of skilled personnel and still use of tradition advertising factors such as television and newspapers. The main opportunity for the growth of online advertising in future would be the emergence of SAAS based solutions.
The online advertising market is segmented on the basis of advertising sectors which include online classifieds, search, directories, and general advertising. In addition, the market is segmented on the basis of its mode of interaction which includes web sites, commercial online services, email providers, as well as other companies selling online advertising. Further, the online advertising is segmented on the basis of end use industry which includes BFSI and automotive industry among others. Furthermore, the market could be segmented on the basis of geography which includes North America, Europe, Asia-Pacific and RoW.
The North American region dominates the market of global online advertising industry and is remain the market leaders in future as well. Asia Pacific region is expected to be the biggest emerging market for online advertising because of the large customer base.
Some of the major companies that are dominating in the online advertising market include IBM Corp., SAP AG, Oracle Corp., Salesforce.com Inc., Aplicor LLC, Adobe Systems Inc., ComScore Networks Inc., Ebay GSI Commerce, Lithium Technologies Inc., Demandware Inc., Attensity Corp., Microsoft Corp., LongJump CRM, OpenText Corp., StrongMail Systems Inc., Percussion Software Inc., Zoho CRM Inc., Yahoo Analytics, SugarCRM Inc., Netsuite Inc. and Sitecore Inc. among others.
Key geographies evaluated in this report are:
Key features of this report
The global for online advertising is primarily driven by the surge in focus on digital media and the growing penetration of smartphones. The rise in the number of advertisers and social networking sites are the other major growth determinants. The emergence of SAAS based solutions has generated a plethora of opportunities in the field of online advertising. The increment in the number of internet users and widespread adoption of broadband are a few of the factors expanding the landscape of internet advertising. The high adoption rate of different types of advertising which includes online video advertising, social media optimization (SMO) strategies, search engine advertising (SEA), search engine optimization (SEO), email marketing, and banner marketing is incresing the overall revenue.
Pay per click and search engine optimization have surfaced asm ajor trends in the market where the former is expected to witness high adoption owing to ease of application cost-effectiveness. Major regions leading the global market are the Asia Pacific, RoW, Europe, and North America. The market in North America is expected to witness rapid expansion in the coming years. Asia Pacific is projected to generate growth opportunities on the back of a large customer base.
Established players profiled in the global market include Ebay GSI Commerce, Oracle Corp., Yahoo Analytics, Netsuite Inc., Adobe Systems Inc., IBM Corp.,and Oracle Corp.