INDUSTRIES

&

MARKETSBanner

Advertising:market

data

&

analysisMarket

Insights

report2023Table

of

ContentsOverviewAppendixSummary567ProductoverviewAuthor2021Market

definitionKey

takeawaysMarket

NumbersAd

spending9121415AverageAd

Spending

per

Internet

UserCompany

profilesDeep

drives2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

onaglobal,

regional,

country,

and/or

statelevel.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our

48-hourcustomer

service

guarantee.?10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology1,000+

markets,

e.g.,

FinTech,

Food,

orRobotics???KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volumeFeatures:

Compare

countries

&

regions,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

Use

cases:

sales

planning,

investment

decision

support,

resourceallocation,

and

portfolio

management10190+geographicalentities1,000+400+Find

out

more

on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/3CHAPTER

1OverviewThe

Banner

Advertising

market

is

a

fast

growi

ng

marketOverview:

SummarySummaryOn

October

27,

1994,

the

first

digital

banner

advertisement

with

the

text

“Haveyou

ever

clicked

your

mouse

right

HERE?

YOU

WILL”

in

colorful

font

was

released.Since

then,

digital

banner

advertising

has

grown

in

popularityandevolved

fromdisplaying

ads

in

predetermined

places

to

targeting

by

using

consumer

data

andfinally,

to

remarketing,

in

which

ads

are

shown

repeatedly

based

on

consumerbehavior

and

interest.

Marketers

continue

to

utilize

digital

banner

advertisingbecause

it

is

an

effective

way

to

raise

brand

awareness,

generate

leads,

andretarget

an

audience.Before

the

COVID-19

pandemic,

digital

banner

advertising

was

showing

signs

ofsteady

growth.

The

pandemic

accelerated

digital

adoption,

resulting

inexponential

growth

in

digital

advertising,

especially

digital

banner

advertising.

Themost

recent

digital

banner

advertising

strategy

is

remarketing,

which

has

provento

be

more

accurate

and

less

complicated

than

others,

which

contributes

to

thestrategy’s

success.

We

predict

consistent

growth

in

digital

banner

advertising

inthe

coming

years.The

expansion

of

digital

banner

advertising

is

primarily

due

to

the

improvedinternet

infrastructure

and

technology,

as

well

as

the

decreasing

prices

of

smartdevices

such

as

computers,

tablets,

and

smartphones.

In

the

past

years,

theinternet

infrastructure

has

seen

considerable

change

and

is

now

faster

andcheaper.

Furthermore,because

internet-enabled

devices

have

become

moreaffordable,

allowing

more

people

to

purchase

them

and

use

them

daily,

digitalbanner

advertising

is

expected

to

grow

significantly.5Sources:Market

Insights

2023Banner

ads

are

very

important

in

the

digital

advertising

industry,

especially

formobile

devicesOverview:

Market

definitionMarket

definitionBanner

Advertising

is

one

of

the

first

digital

advertisements

published

on

theinternet.

Banner

ads

allow

anyone

to

advertise

on

websites,

apps,

or

social

mediaby

using

attractive

images,

shapes,

and

sizes

of

displays.

The

main

purpose

is

todirect

the

traffic

of

the

targeted

audience

to

a

specific

website.

Banner

Advertisingincludes

skyscrapers,

wallpapers,

interstitials,

or

pop-ups

which

are

usually

linkedto

the

advertiser's

landing

page.Themarketcomprises

advertising

spending,

users,

and

averagerevenue

per

user.The

market

only

displays

B2B

spending.

Figures

are

based

on

advertising

spendingand

exclude

agency

commissions,

rebates,

production

costs,

and

taxes.

For

moreinformation

on

the

data

displayed,

use

the

info

button

right

next

to

the

boxes.6Sources:Market

Insights

2023Banner

Advertising

market

is

projected

to

reach

US$155bn

in

2022Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Banner

Advertising

market

is

projected

to

reachUS$155bn

in2022.This

market

includes:This

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2022-2027)

of11.6%,

resulting

in

a

projected

marketvolume

of

US$227.00bn

by

2027.?

Banners

on

websites,

in

apps

orsocial

media?

Overlays

within

web-

or

app-basedvideo

playersIn

global

comparison,

most

ad

spendingwill

be

generated

in

the

United

States(US$61bn

in

2022).?

Rich

media

ads

on

websites,

in

apps?

Pre-roll,

mid-roll,

post-roll

video

adswithin

web-

or

app-based

videoplayersor

social

mediaThe

average

ad

spending

per

internet

user

in

the

Banner

Advertising

market

isprojected

to

amount

to

US$30.35

in

2022.?

Videos

onwebsites

or

inapps

thataredisplayed

instead

of

bannersIn

the

Banner

Advertising

market,

US$108bn

of

total

ad

spending

will

be

generatedthroughmobile

in

2027.?

Native

advertising7Sources:Market

Insights

2023CHAPTER

2Market

NumbersThe

Banner

Advertising

shows

average

growt

h

rates

of

around

11.6%

per

yearMarket

Size:

GlobalBanner

Advertising

market:

Advertising

spending

forecast

in

billion

US$227214201+11.6%(1)15518826%26%17327%27%14128%30%11632%1019035%7674%39%74%73%43%73%72%46%70%68%65%61%57%54%20172018201920202021202220232024202520262027MobileDesktop9Notes:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Sources:Between

2022

and

2027,

China

shows

the

biggest

growth

in

Banner

Advertisingwith

a

CAGR(1)

of

9.2%Distribution

by

device:

Regional

comparison

(1/2)Banner

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+7.0%(1)85.723%+9.2%(1)65.416%61.027%+7.9%(1)42.020%+7.7%(1)39.936%35.841%77%27.340%24.744%84%73%80%64%59%56%60%20222027202220272022202720222027U.S.ChinaEuropeROW(2)MobileDesktop10

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023With

revenue

s

of

US$7.5

billion,

the

UK

is

the

biggest

market

among

the

top

5EU

countries

in

2022Distribution

by

device:

Regional

comparison

(2/2)Banner

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+8.4%(1)11.336%7.5+7.0%(1)+8.0%(1)40%4.8+7.8%(1)+7.9%(1)3.440%2.91.21.864%2.02.144%60%1.51.61.137%0.860%41%43%56%44%1.263%59%57%56%2022202220272022202720222027France202220272027SpainUKGermanyItalyMobileDesktop11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Out

of

the

three

major

regions,

ad

revenue

per

internet

user

remains

highest

inthe

U.S.Market

Size:

Regional

comparison

(1/2)Banner

Advertising

market:

Average

ad

spending

per

internet

user

forecastin

US$+5.6%(1)260.859.1198.553.2201.72027+6.0%(1)+6.5%(1)53.68.545.1145.3202240.18.047.4+3.4%(1)34.519.310.63.99.03.615.232.1202228.019.45.420226.82027202720222027U.S.ChinaEuropeROW(2)MobileDesktop12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldThe

number

of

internet

users

can

be

found

inthe

“Keymarket

indicators”sectioninthe

introductory

chapterMarket

Insights

2023Among

the

top

5

EU

countries,

the

desktop

ad

revenue

per

internet

user

in2022

is

the

highest

in

the

UKMarket

Size:

Regional

comparison

(2/2)Banner

Advertising

market:

Average

ad

spending

per

internet

user

forecastin

US$+7.7%(1)172.262.7118.747.1+6.3%(1)+7.0%(1)+6.8%(1)+6.3%(1)61.724.550.219.845.520.025.544.816.628.3109.5202735.934.319.632.225.371.714.914.813.437.111.230.420.918.814.1202220222027Germany20222027France2022202720222027SpainUKItalyMobileDesktop13

Notes:Sources:1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldThe

number

of

internet

users

can

be

found

inthe

“Keymarket

indicators”sectioninthe

introductory

chapterMarket

Insights

2023The

Trad

e

Desk

provide

s

artificial

intelligence

to

increase

an

advertisingcampaign’s

success

while

protecting

customer

data

privacyCompany

profile:

The

Trade

DeskThe

Trade

DeskAdvertising

targeting

tool

for

the

open

internet

developed

by

The

Trade

DeskThe

Trade

Desk

was

founded

by

the

industry’s

real-time

bidding

pioneers

Jeff

Green

The

Trade

Desk

developed

an

open-source

advertising

targeting

tool

called

UnifiedandDave

Pickles

and

has

become

one

of

the

fastest-growing

demand-sideplatforms

in

the

industry.

Customers

can

create

personalized

advertisingexperiences

across

various

channels

and

devices

andwith

it,

take

advantage

ofadvanced

omnichannel

targeting

and

online

andoffline

attribution.ID2.0

(UID2).

UID2

is

a

tool

that

has

high

data

security

and

transparency

andisdesigned

to

reduce

dependency

on

third-party

cookies.

Traditionally,

advertisershave

relied

on

third-party

cookies

to

identify

customer

targets.

As

customer

dataprivacy

is

becoming

more

protected

in

the

advertising

industry,

UID2

provides

analternative

solution

for

advertisers.Revenue

in

million

US$Unified

ID

2.0

workflowUnified

IDis

usedin

bidding1,197ID

Service+48%(1)836661ConsumerPublisherTrusted

Ad

ecosystemparticipantsVerify

e-mailand

set

privacypreferencesUnified

IDis

created477308203Transparency

and

consentserviceCustomers

can

change

preferences

and

options

at

any

time114201520162017201820192020202114

Notes:(1)

CAGR:

CompoundAnnualGrowthRateSources:

CompanyinformationNearly

90%

of

all

online

banner

ad

impressions

are

from

4

banner

sizesDeepdive:

Top

banner

sizeGlobal

top

online

banner

sizes

in

2022,

by

frequencyof

use40%25%12%12%11%300×250

medium

rectangle728×90

leaderboard320×50

mobile

meaderboard160×600

wide

skyscraperOther

sizes15Sources:

Match2OneWhile

55%

of

respond

e

nt

s

in

North

America

took

no

action

on

banner

ads,

only20%

in

Africa

and

the

Middle

East

ignored

themDeepdive:

Consumer

action

on

banner

advertising

formatConsumers

who

took

no

action

on

online

banner

ad

formats

in

2021,

by

region55%50%33%25%20%North

AmericaEuropeLatin

AmericaAsia-PacificAfrica

/

Middle

East16Sources:

NielsenThe

CPCs(1)

in

the

consumer

services,

technology,

and

dating

&

personalsindustries

have

significantly

declined

in

the

past

4

yearsDeepdive:

Cost

of

banner

advertising

(1/2)Average

cost

per

click

(CPC)(1),

in

US$6.86.45.94.23.83.83.73.43.33.23.22.92.82.62.62.52.42.42.02.01.81.71.81.71.61.51.61.41.41.20.90.22018202217

Notes:(1)

Costper

click

describes

a

methodusedby

digital

advertising

platforms

tobilladvertisers

based

on

the

number

of

times

website

visitorsclickedon

an

advertisementSources:

WordStreamFor

most

of

the

top

keyword

s

,

Google

Ads

CPCs(1)

are

lower

than

Bing

AdsDeepdive:

Cost

of

banner

advertising

(2/2)Average

CPC(1)

of

top-bidding

keywords

from

Google

Adsand

Bing

Ads5555109102InsuranceGas

/

electricityMortgageAttorneyClaimLawyersAttorney4747Structured

settlementsDUI787069676763MesotheliomaTreatmentAnnuity464443LoansLawyerConference

callRecoveryDonate424242MBAPhone5453InsuranceDiplomaDegree4153373650504545TreatmentCreditRehabCloudSoftwareClasses35AccountingExterminatorMobile3543414037Rehab3433323028TradingBusinessHostingRepairTransferCord

bloodPlumberPodiatry3018

Notes:(1)

Costper

click

describes

a

methodusedby

digital

advertising

platforms

tobilladvertisers

based

on

the

number

of

times

website

visitorsclickedon

an

advertisementSources:

WordStreamCHAPTER

3AppendixMARKET

INSIGHTSMarke