Global Multi-Screen Advertising Market is forecast to reach $8.4 billion by 2025, growing at a CAGR of 21% during the forecast period from 2020 to 2025. The capability of increasing the audience targeting rates along with growing media consumption through mobile devices are acting as major drivers towards the significant market growth of multi-screen advertising. Moreover, with rising internet connectivity standards and changing advertisements patterns to increased optimum reach and productivity is also propelling the demands towards multi-screen advertising market.
Multi-Screen Advertising Market Segment Analysis – By Device Platform
Mobile Phones are anticipated to have major growth in the multi-screen advertising market during the forecast period 2020-2025. With growing penetration of smartphones due to high affordability along with increasing content sharing through various social media platforms has been causing major growth of multi-screen advertising market. Nowadays, the majority of the global population have been using mobile devices for various purposes such as watching movies as well as playing games and many other applications. With the growing dominance of mobile application platforms across consumers, displaying multi-screen ads in between the running applications can help the advertisers to gain more audience impacting their business growth. Moreover, displaying advertisements across mobile devices helps in creating more personalized and relevant ads for users through location tracking as well as using other applications information, which highly affects the multi-screen advertising market.
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Multi-Screen Advertising Market Segment Analysis – By Geography
North America is anticipated to have a significant growth in the global multi-screen advertising market during the forecast period from 2020 to 2025. Increasing smartphones penetration as well as rising growth of social media platforms has been helping in causing significant growth of multi-screen advertising market in the region. Presence of some players such as Roku Inc., Netflix Inc. and Microsoft Corporation have been acting as major drivers in fuelling the market growth of multi-screen advertising. Moreover, higher spending on advertisements by major U.S based companies such as Google, Amazon and many others have been also creating high opportunities in the multi-screen advertising market.
Multi-Screen Advertising Market Drivers
Increased audience targeting
Improved customer targeting with relevant as well as personalized advertisements has been acting as one of the major driving factor towards the high growth of multi-screen advertising market. Since the growing penetration of internet connectivity, global population have been shifting their focus towards OTT platforms such as Netflix and many others for entertainment purposes, thus highly driving the growth of relevant as well personalized ads across the platforms. Since the new generation consumers are highly sensitive to advertising, the advertisers need to highly focus towards solutions to improve the user experience by delivering more relevant and customized ads. Multi-screen advertising helps the advertising companies to target large number of audiences through offering high relevant, informative and personalized ads which can highly draw attention of the users. Moreover, the rising trend towards multitasking has been causing advertising organizations to deploy multi-screen advertising solutions with creating maximum impact of their ads on the consumers. The E-commerce sector has been highly relying on contextually relevant and personalized advertising for driving its market growth. Usage of multi-screen advertising helps in delivering ads across multi-screen platforms at a time, causing an increase in targeting customers with relevant and personalized ads with more brand awareness. Such factors have been essentially propelling the demands towards multi-screen advertising market.
Growing content consumption through mobile devices
The rising content consumption through mobile phones has been acting as a major driver towards the significant growth of multi-screen advertising market. Global Smartphone penetration has been rising rapidly due to majority of users exploring options such as gaming, watching movies, surfing social media platforms and many others. Such factors have been causing high demands from advertisers to offer ads in between these content sharing applications, thus boosting the growth towards multi-screen advertising. Moreover, with growing consumer trends towards switching devices while watching content on different mobile applications has caused high potential for multi-screen advertising. Advertising companies have been highly shifting towards displaying onscreen advertisements across mobile applications such as Facebook, Instagram and many others. Multi-screen advertising has been facing high demands as the graph towards utilizing mobile content has been rising with a high rate. Such factors have been essentially helping in fuelling the demands towards multi-screen advertising market.
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Multi-Screen Advertising Market Challenges
Growing demands towards Ad blockers
Growing demands towards Adblockers has been acting as a major challenge towards hampering the growth of multi-screen advertising market. Since the growth of social media and digital content, advertisements have been facing a relatively high rate of growth over the years. Increasing adoption of ad blockers by the consumers as well as web portals has been causing a major impact towards reducing the number of advertisements, thus affecting the multi-screen advertising market. The demands towards adblocker applications have been significantly rising as it helps the users to eliminate the ads within the devices while reducing data usage. Moreover, various advertising platforms keeps tracking mode to utilize behavioural monitoring of its users to offer personalized ads, causing privacy concerns. Such factors contribute towards higher adoption of ad-blocking solutions by the users to avoid irrelevant ads, thus restraining the multi-screen advertising market.
Multi-Screen Advertising Market Landscape
Partnerships and acquisitions along with product launches are the key strategies of the players in the multi-screen advertising Market. The major key players in the multi-screen advertising Market include Netflix Inc., Roku Inc., Microsoft Corporation, Verizon, Amazon, Omnicon Group Inc., At & T Inc., WPP plc, NTT Docomo Inc., Crammer-Krasselt and Google.
In May 2020, Roku Inc. had unveiled a single platform named One View Ad Platform, which will leverage TV identity data from U.S number 1 TV streaming platform for managing advertising across desktop, OTT as wells mobile campaigns. This platform will help in optimizing high reach and frequency and target more audience across the desktop, OTT, linear TV and others.
In March 2020, Verizon Media had announced the launch of a demand-side platform named cross-screen planner in order to help the marketers reach more viewers across traditional as wells internet-connected TVs. This planner helps in identifying data about the exposure of content viewers along with enabling simultaneous forecasts across multiple screen formats. The company has claimed that this development will help towards improving the effectiveness of campaigns by echo messaging to ten audiences within different channels, thus reducing customers with the same advertisements on multiple platforms.
In May 2019, Extreme Reach had announced the launch of an asset workflow platform named Ad Bridge, which is designed to automatically prepare and connect with media placement across changing complex landscape. This solution helps in integrating asset preparation, video ad serving, TV delivery and many others within on platform. Deployment of Ad Bridge will serve major benefits for the brands and agencies through a central permission-based ad asset cloud, thus causing secure delivery across any screens within short time intervals.
Mobile Phones are expected to have a significant market growth during the forecast period in multi-screen advertising due to its growing penetration of smartphones and rising usage of social media platforms.
Key market players such as Roku Inc. and Netflix Inc. have been helping towards significant market growth of multi-screen advertising in North America.
The rising growth of content consumption across mobile devices along with increasing capability of higher target audience is some of the major driving factors towards significant growth of multi-screen advertising market.
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