Digital Marketing Market Intelligence

Are you looking for answers on Digital Marketing category?

Are you looking for answers on Digital Marketing category?

  • What are the key trends in Digital Marketing category?
  • Am I paying the right price?
  • Am I working with the right supplier?
  • What are the major challenges and risks in Digital Marketing industry?
  • How is Digital Marketing industry performing?

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Report Coverage

  • Market Trends
  • Technology & Innovation Trends
  • Global Supplier List and Capabilities
  • Mergers and Acquisitions

Market Size

Market Size North America

$110 - 130 Bn

Market Size Europe

$48 - 52 Bn

Market Size Asia Pacific

$120 - 130 Bn

Market Size Middle East - Asia

$6 - 10 Bn

 

The global digital marketing spend is valued at $290–310 billion in 2019 and future estimates looks much stronger, due to continual attraction on digital channels. It is forecasted to grow at a CAGR of 12.8 percent to reach around $330–340 billion in 2020.Online video and mobile advertising spend has fueled the overall digital marketing spend in North America and Western Europe. The mobile ad spend contributes to approximately 39-42 percent of the digital spend in Western European markets, such as the UK, Germany, and Spain and is expected to reach 55-60 percent by 2019. Users in the European market consider mobile in-app display to be intrusive, and due to this, spend for mobile in-app display is expected to decrease in the region as it will be considered harmful to the brand value.

The report covers regional market overview ,growth rate, market size, end-use industries, and identifies regions with a well-developed market for digital marketing. The report also identifies the opportunities and challenges that impact the digital marketing services and provides Porter's Five Force Analysis for these regions. The report includes supply trends and insights , and provides a comprehensive study of the key regional digital marketing service agencies such as iProspect, Havas Digital, SapientNitro (Acquired by Publicis Groupe), VML Group and RAPP. It also shares the procurement best practices with sourcing strategy, pricing analysis and service capabilities in the digital marketing industry.

Beroe gathers intelligence through primary sources that include industry experts, researchers, and consultants, as well as current suppliers, producers and distributors. Secondary sources can include business journals, newsletters, magazines, market research data, company sources, and industry associations. Following data collation, analysis, and strategic review, the Final Research Report is published on Beroe LiVE.

Table of Contents

  1. Digital Marketing Executive Summary
  2. Global Digital Marketing Industry Outlook
  3. Supply Demand Trends
  4. Brexit - Impact on Sourcing Digital Marketing Services

 

  1. Digital Marketing Market Analysis
  2. Global Digital Marketing Maturity and Industry Trends
  3. Global Drivers and Constraints
  4. Regional Market Outlook
  5. Digital Advertising Value Chain
  6. Key Observations Across Digital and Mobile Channels
  7. Industry Outlook
  8. Porter's Five Forces Analysis

 

  1. Digital Marketing Supply Analysis
  2. Supply Trends and Insights
  3. Digital Agency Services Classification
  4. Key Global Agency Profile
  5. Key Regional Agencies: Service Portfolio
  6. Agency SWOT Analysis
  7. Agency Service Differentiation
  8. Digital Creative Agency: Selection Criteria Parameters

 

  1. Digital Marketing Procurement Practices
  2. Sourcing Models
  3. Pricing Models
  4. Engagement with Digital Agency
  5. Cost Saving and Negotiation Strategy
  6. KPI and SLA Components
  7. Digital Channel - specific KPI
  8. Analytics in Digital Marketing Campaigns
  9. Measuring the Effectiveness

 

  1. Digital Marketing End - user Industry Update
  2. Financial Services
  3. Pharmaceutical
  4. Retail

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Digital Marketing Global Market Outlook

The global digital marketing spend was valued at $170–190 billion in 2016 and future estimates looks much stronger due to continual attraction on digital channels. It is forecasted to grow at a CAGR of 13 percent to reach around $280–310 billion in 2020.

Globally, North America will continue to dominate the digital marketing industry by contributing around 39–40 percent towards the global digital marketing category spend. Digital ad spend in APAC has surpassed Europe and this growth is primarily driven by China & emerging Asian markets due to increasing investments on technology and digital platforms in these regions

Global Digital Marketing Maturity

Online videos and mobile ad spend have fueled the overall digital marketing spend in North America and Western Europe. Mobile ad spend that once accounted around 6–9 percent of the total digital spend share in 2013 is expected to contribute around 37–39 percent of the digital spend in key Western European markets such as the U.K., Italy and Spain by 2017

Global Digital Marketing Industry Trends

Users in the European market consider mobile in-app display to be intrusive, and due to this, spend for mobile in-app display is expected to go down in the region as it will be considered harmful to the brand value

Global Drivers and Constraints

The digital marketing spend in Europe and North America together is expected to grow at a CAGR of 11 percent and will contribute around 65 percent of the global digital marketing spend in 2018. This modest growth is due to the positive spend inclination from key sectors like BFSI, CPG, entertainment and media and telecom.

RTB and Digital OOH Media 

  • Rising adoption of Real-Time Bidding (RTB) of online display ad slots and increasing consumption of rich media and video advertisements are expected to be the key driving factors for display advertising spend in the coming years in Western Europe
  • Adoption of digital Out-Of-Home (OOH) media is limited to the developed countries; e.g., the emergence of digital TVs in gas stations, where 78 percent of the drivers (in the US) watch TV as their vehicles are refuelled Targeted Mobile Ad Delivery Emerging advertising technologies (such as RTB platforms, location-aware and bandwidth-aware technology tools) are enabling contextually relevant and personalised ads based on device features, mobile internet speed, location and other factors

 Difficulty in Calculating ROI 

  • Most marketers believe that they are not sure about the impact of digital marketing as they often encounter lack of synergy between marketing and procurement centres. Thus, securing a budget for digital marketing investments becomes difficult because providing a digital marketing return on investment is the most critical challenge

Key Observations Across Digital Channels 

Digital component with medium strategic importance

  • Marketers are adopting software-enabled, automated and measurable e-mail techniques
  • In the US, e-mail marketing shares almost 10 percent of the total online ad spend by the marketer
  • Agency and marketer adoption rate is very high in the US

category-intelligence-on-digital-marketing 

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