全球社交媒體廣告市場前景及投資研究報告-培訓(xùn)課件外文版2024.4

INDUSTRIES

&

MARKETSSocial

Media

Advertising:market

data

&

analysisMarket

Insights

reportNovember

2023MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

ona

global,

regional,

country,

and/or

state

level.

Access

our

data

via

webinterface,

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reports.

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10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology?

1,000+

markets,

e.g.,

FinTech,

Food,

or

Robotics?

KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volume?

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&

regions,

change

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sales

planning,

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management10190+geographicalentities1,000+400+Find

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on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/2MARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Social

MediaAdvertising

market

is

part

of

the

DigitalAdvertising

market.10190+geographicalentities1,000+400+Go

toDigital

AdvertisingmarketsectorsmarketsreportsFind

out

more

on:Digital

Advertising3Table

of

ContentsOverviewAppendixSummary678ProductOverviewAuthor2627MarketDefinitionKey

TakeawaysMarket

NumbersAd

Spending91216192023Average

Ad

Spending

per

Internet

UserNumber

of

social

media

usersAd

spending

by

deviceCompany

ProfilesDeep

Drives4CHAPTER

1OverviewSocial

Media

Advertising

has

grown

rapidly

due

to

the

develop

me

nt

of

internetinfrast

r

uc

t

ure

and

adoption

of

smart

devicesOverview:

SummarySummaryThe

global

number

of

social

media

users

reached

4.2

billion

in

2021

and

isprojected

to

increase

to

5.8

billion

users

by

2027.

Social

media

has

increasinglyimpacted

our

daily

lives

since

its

emergence

in

2005.

Unsurprisingly,marketersnow

usesocial

media

as

their

main

method

of

advertising.

They

spendasignificant

amountof

money

to

reach

consumers

on

social

media

and

areconstantly

thinking

of

new,

creative

methods

to

improve

their

social

mediaadvertising

strategies.Social

mediaadvertising

had

been

expanding

since

before

the

COVID-19pandemic.

However,

the

pandemic

has

increased

the

usage

of

social

media,especially

for

video

content,

which

has

caused

exponential

growth

in

social

mediaadvertising.

People

are

spending

increasingly

more

time

on

social

media,

mainlydueto

TikTok’s

boom

during

thepandemic

and

thesignificant

increaseinInstagram’s

video

content.

Thanks

to

this

increased

contentconsumption,

socialmedia

advertising

has

grown

significantly.The

development

of

the

internet

infrastructure

and

the

accessibility

ofsmartphones

are

the

main

forces

behind

the

expansion

of

social

mediaadvertising.

Over

thepastten

years,

theinternet

infrastructurehas

undergoneasignificant

transformation.

It

is

now

quicker,

less

expensive,

and

more

accessible.While

smartphones

have

gotten

cheaper

over

time,

phones

were

aluxury

item

forprofessionals

less

than

20

years

ago.

Nowadays,

people

usetheir

smartphonesdaily,

which

has

led

to

asubstantial

riseinsocial

media

usage.6Sources:Market

Insights

2023Social

Media

Advertising

is

the

market

for

paid

ads

on

social

media

platforms

topromote

brands,

products,

and

services

to

target

audienc

e

sOverview:

Market

DefinitionMarket

definitionSocial

Media

Advertising

is

a

form

of

online

digital

marketing

in

which

paid

bannerandvideo

ad

campaigns

are

run

on

social

media

platforms

to

reach

the

targetaudiences.

Marketers

can

promotebrands,products,

and

services

and

increasepurchase

intention.Social

Media

Advertising

comprises

advertising

spending,

users,average

revenueper

user,

and

key

players.

The

market

only

displays

B2B

spending.

Figures

arebased

on

advertising

spending

and

exclude

agency

commissions,

rebates,production

costs,

and

taxes.

Key

players

in

Social

Media

Advertising

includeFacebook,

Instagram,Twitter,

TikTok,

LinkedIn,

Weibo,

Naver,

and

Kakao.

Formore

information

onthedata

displayed,

usetheinfo

button

rightnextto

theboxes.7Sources:Market

Insights

2023Social

Media

Advertising

accounted

for

30%

of

the

Digital

Advertising

marketrevenue

in

2023Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Social

Media

Advertising

market

is

projected

to

reachUS$207.1bn

in

2023.This

market

includes:This

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of4.31%,

resulting

in

a

projected

marketvolume

of

US$255.8bn

by

2028.?

All

ad

spending

generated

by

socialnetworks?

Ads

within

online

games

playable

onsocial

networksIn

global

comparison,

most

ad

spending

will

be

generated

in

theUnited

States(US$72,330min

2023).?

Sponsored

posts?

Revenue

generated

frommembership

subscriptions

orpremium

feesIn

theSocial

Media

Advertising

market,

US$255.8bn

of

total

ad

spending

will

begenerated

through

mobile

in

2028.In

the

Social

Media

Advertising

market,

the

number

of

users

is

expected

to

amountto

6,054.0m

users

by

2028.8Sources:Market

Insights

2023CHAPTER

2Market

NumbersSocial

Media

Advertising

ad

spending

are

estimated

to

increase

at

a

CAGR(1)

of15.7%

from

2017

to

2028Market

Size:

GlobalSocial

Media

Advertising

market:

Advertising

spending

forecast

in

billion

US$255.78+15.7%(1)207.08247.31238.85230.05219.80189.50180.92132.7797.50201973.28201851.32201720202021202220232024202520262027202810

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$90.0

billion,

Asia

is

the

biggest

market

among

selectedregions

in

2023Market

Size:

Regional

Comparison

(1/2)Social

Media

Advertising

market:

Advertising

spending

forecast

in

billion

US$+4.7%(1)113.26+4.1%(1)100.2390.0281.81+3.7%(1)36.0630.11+3.7%(1)+4.7%(1)4.0520234.861.0820231.3620232028202820232028202320282028EuropeAfricaAmericasAsiaAustralia

&

Oceania11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$72.3

billion,

the

United

States

is

the

biggest

marketamong

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Social

Media

Advertising

market:

Advertising

spending

forecast

in

billion

US$+4.6%(1)89.51+4.0%(1)88.0872.3371.38+2.1%(1)10.85+5.0%(1)4.902028+3.6%(1)3.5020289.763.842.9320232028202320282023202820232023ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Social

Media

Advertising

average

ad

spending

per

internet

user

is

estimated

toincrease

from

2017

to

2028Market

Size:

GlobalSocial

Media

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$4541.2440.8840.5340.2039.7038.8440353025201510537.2837.1229.0122.9318.8914.36020172018201920202021202220232024202520262027202813Sources:Market

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Social

Media

Advertising

averagead

spending

per

internet

user

in

2028Market

Size:

Regional

Comparison

(1/2)Social

Media

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$16014012010080150.95109.26148.59107.56146.22105.87143.68104.11140.44101.88136.2498.62130.7993.22128.4290.95105.3773.3694.6260.0688.0648.3173.4536.316046.3430.0947.3230.4044.3729.5145.3529.7943.1529.1041.4928.4337.9427.6038.7527.114029.8520.1224.7814.1620.9210.741.2416.197.50201.061.281.441.881.841.871.861.851.821.801.78020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&

Oceania14Sources:Market

Insights

2023With

average

ad

spending

per

internet

user

of

US$231.8,

the

United

States

isthe

biggest

market

among

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Social

Media

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$300265.17259.65254.13161.2869.87248.34159.7168.90241.34157.1725020015010050231.76152.31216.85142.39208.89165.34103.5743.02164.50162.8970.86132.3387.65134.1662.33103.7875.0471.8562.8075.9056.8367.5765.5361.7160.7958.1725.5222.6156.6755.4158.7856.8154.1253.8318.8317.7311.2631.4927.2051.9750.8748.4244.0749.6746.6737.6533.4359.53202817.87201826.8820190201720202021202220232024202520262027GermanyFranceChinaUnited

KingdomUnited

States15Sources:Market

Insights

2023Social

Media

Advertising

reach

by

social

network

is

estimated

to

increase

from2017

to

2028Market

Size:

GlobalNumber

of

social

media

users,

in

millions76.055.8565432105.655.425.174.904.594.263.913.513.102.7320172018201920202021202220232024202520262027202816Sources:Market

Insights

2023Asia

has

the

biggest

market

in

Social

Media

Advertising

reach

by

social

networkin

2028Market

Size:

Regional

Comparison

(1/2)Number

of

social

media

users,

in

millions4.03.673.543.423.53.02.52.01.51.00.50.03.283.122.942.742.512.272.011.731.480.620.900.740.640.030.920.750.690.860.720.880.730.820.680.840.700.480.770.630.320.030.790.660.380.730.600.280.030.690.560.660.520.470.140.020.430.030.580.030.530.030.220.170.020.020.030.030.03201720182019202020212022202320242025Asia202620272028Australia&

OceaniaAfricaEuropeAmericas17Sources:Market

Insights

2023With

reach

by

social

network

of

1.1

billion,

China

is

the

biggest

market

amongselected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Number

of

social

media

users,

in

millions1.41.241.211.181.151.21.00.80.60.40.20.01.111.071.020.970.910.290.830.280.760.270.690.330.330.320.320.310.310.300.300.260.050.070.060.070.070.070.060.050.060.070.070.060.060.050.060.060.060.052024United

States0.060.052025China0.050.060.050.060.050.060.060.070.060.050.040.040.030.050.040.0420172018201920202021Germany20222023202620272028FranceUnited

Kingdom18Sources:Market

Insights

2023In

the

Social

Media

Advertising

market,

mobile

ad

spending‘s

share

reached

82%in

2023Distribution

by

Device:

GlobalSocial

Media

Advertising

market:

Share

by

device18%82%18%82%17%17%17%17%17%19%21%24%27%30%83%83%83%83%83%81%79%76%73%70%201720182019202020212022202320242025202620272028MobileDesktop19Sources:Market

Insights

2023In

2022,

the

Facebook

platform

has

been

facing

significantly

slow

growth

inmonthly

active

usersCompany

profile:

Meta

Platforms,

Inc.

(1/2)Facebook’smonthly

active

uses

in

million

and

timeline

of

events+4.1%

+0.8%2,912

2,9342,7972,4982,32020182,12920171,86020161,59120151,39320141,22820131,0562012845608360145581612200420052006200720082009201020112019202020212022FacebookFacebook

facesa

concern

ofdata

privacy

bythe

CongressLaunchedrebranded

toMetaEstablishedFacebookDevelopedAcquiredmobile

appFacebook

GroupInstagramAntitrust

lawsuitsagainstFacebookExpandedinternationallyDevelopedvideo

callAcquiredWhatsAppFacebook's

fake

newscrisis

in

U.S.

election20Sources:

CompanyinformationCompared

with

other

companies,

public

trust

in

Meta

protecting

personal

datais

lowCompany

profile:

Meta

Platforms,

Inc.

(2/2)Trust

in

protecting

personal

data26%25%25%23%30%27%30%21%20%17%16%21%19%19%14%13%13%10%10%12%10%7%12%China6%U.S.Germany21

Notes:Sources:"Whichofthese

companies

leads

interms

ofprotecting

personaldata?“;

MultiPick;

U.S.:n=1,953;

China:

n=2,003;

Germany:

n=1,992;

Respondentsthat

use

the

respective

brandMarket

Insights

2023The

combined

advertising

revenue

of

TikTok

and

Douyin

accounts

for

nearly80%

of

ByteDance’s

total

incomeCompany

profile:

ByteDanceByteDance’s

revenue

from

2019

to

2021,

in

billion

US$ByteDance’s

revenue

contribution

in

202158Other

revenues23%+84%(1)341777%Advertising

revenue20192020202122

Notes:(1)

CAGR:

CompoundAnnualGrowthRateSources:

ReutersWhile

Facebook

had

over

2,500

million

users

in

2021,

TikTok

and

Douyin’scombined

number

of

users

surpassed

Instagram’sDeepdive:

Number

of

social

media

usersNumber

of

active

social

media

users

by

platform,

in

million3,1913,1013,0112,9142,8112,7012,5822,5352,3452,2991,6052,2491,5612,1981,5181,9908682,1361,4662,0501,4051,9221,3291,7791,7201,2441,5611,4071,2141,0721,036701539845696806580793652811667828682771634746614609494737568716592653644499400446347163201720182019202020212022202320242025202620272028FacebookTikTok/DouyinInstagramLinkedInSinaWeibo23Sources:Market

Insights

2023Messenger

apps

such

as

WhatsApp

and

Facebook

Messenger

have

vastadvertising

potentialDeepdive:

Messenger

appsMonetization

lies

aheadA

look

at

the

social

media

network

landscape

in

the

recent

years

revealsa

growingtrend

toward

mobile

social

network

apps

such

as

Instagram

or

messenger

appssuch

as

Snapchat

whose

usability

focuses

on

mobile

devices.

The

whole

userinterface

of

Snapchat,

for

instance,

is

designed

for

vertical

screens.

In

general,messenger

apps

areconsidered

social

networks.

Newapp

features

such

as

status,stories,

orgroups

have

typical

characteristics

ofsocial

networks

such

as

buildingprofiles,

sharing

moments

in

theform

of

photos

or

videos,

and

interacting

with

like-minded

people.

Itis

surprisingthat

only

afewmessengers,

e.g.,

WeChatinChina,arefully

monetized.

Itseems

even

more

odd,

considering

that

Facebook’s

entirebusiness

model

is

based

onmonetizing

its

platform

by

selling

advertising

space.Together,

Facebook’s

messenger

apps

WhatsApp

and

Facebook

Messenger

listalmost

3

billion

users

and

therefore

have

huge

potential,

giving

the

companyafavorable

starting

point.

However,

we

expect

that

messenger

apps

will

soon

be

fullymonetized,

which

will

cause

significant