全球搜索引擎廣告市場前景及投資研究報告-培訓課件外文版2024.4

INDUSTRIES

&

MARKETSSearch

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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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,

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currencies,

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and/or

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Use

cases:

sales

planning,

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management10190+geographicalentities1,000+400+Find

out

more

on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/2MARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Search

Advertising

market

is

part

of

the

DigitalAdvertising

market.10190+geographicalentities1,000+400+Go

toDigital

AdvertisingmarketsectorsmarketsreportsFind

out

more

on:Digital

Advertising3Table

of

ContentsOverviewAppendixSummary678ProductOverviewAuthor2425MarketDefinitionKey

TakeawaysMarket

NumbersAd

Spending101316171821Average

Ad

Spending

per

Internet

UserAd

spending

by

deviceBrand

shareCompany

ProfilesDeep

Drives4CHAPTER

1OverviewOver

the

past

decade,

the

Search

Advertising

field

has

undergone

significantchanges

and

growt

hOverview:

SummarySummaryPay-per-click

advertisements

were

the

original

search

advertising

method;

later,

in1998,

Google

founders

Larry

Page

and

Sergey

Brin

introduced

an

auction-basedPPC

model.

The

highest

bidders

would

appear

at

the

top

of

the

search

results,and

lower

bidders

would

appear

further

down.

The

method

later

turned

into

theapproach

that

marketers

usemostfrequently

today.

Thereare

currently

six

majorsearch

engines,

four

of

which

areinternational:

Google,

Bing,

Yahoo!,

andDuckDuckGo.

Yandex

focuses

on

nations

that

speak

Russian,

while

Baidu

focusesonnations

that

speak

Chinese.

Due

to

its

massive

user

base

and

effective

internaladvertising

network,

Google

is

by

far

themostpopular

amongadvertisers.Before

the

COVID-19

pandemic,

search

advertising

was

showing

signs

of

steadyand

consistent

development.

However,

the

pandemic

has

accelerated

digitaladoption,

resulting

in

exponential

growth

in

search

advertising,

especially

searchadvertising

on

marketplace

platforms.

Even

though

data

privacy

regulations

havebeen

tightened

globally

and

search

engine

platformshave

taken

steps

toemphasize

the

importance

of

privacy,

these

platforms

have

already

found

awayto

collect

data

inamore

ethical

and

consent-based

manner.

In

thecoming

years,we

anticipatesteady

growth

insearch

advertising

across

search

engineandmarketplaceplatforms.Thedevelopment

oftheinternetinfrastructureand

thedecreasing

pricesofinternet-enabled

devices

such

as

PCs

and

smartphones

arethemain

causes

forthegrowth

insearch

advertising.

Theinternetinfrastructurehas

seentremendous

transformation

inthepastten

years

and

is

now

quicker

and

cheaper.Becauseinternet-enabled

devices

have

becomemore

affordable,

allowing

morepeople

to

purchase

them

and

use

them

daily.6Sources:Market

Insights

2023Search

Advertising

is

the

market

for

ads

on

search

result

page

that

brands

payor

bid

for

to

rank

higher

and

get

more

clicksOverview:

Market

DefinitionMarket

definitionSearch

Advertising,

also

called

search

engine

advertising

(SEA)

or

paid

searchadvertising,

refers

to

advertisements

displayed

on

search

results

pages

above

ornext

to

the

organic

search

results.

Brands

can

create

search

advertisingcampaigns.

Paying

a

fee

or

bidding

will

give

a

better

ranking

each

time

targetedaudiences

search

and

click

onthecampaign’s

ads.

Theseadvertisements

areusually

textbased

butcan

bedisplayed

as

images

or

videos

where

applicable.Search

Advertising

comprises

advertising

spending,

users,

average

revenue

peruser,

and

key

players.

The

market

only

displays

B2B

spending.

Figures

are

basedon

advertising

spending

and

exclude

agency

commissions,

rebates,

productioncosts,

and

taxes.

Key

players

in

Search

Advertisinginclude

Google,

Bing,

Baidu,Amazon,

and

Alibaba.

For

more

information

on

thedata

displayed,

use

theinfobutton

rightnext

to

theboxes.7Sources:Market

Insights

2023Search

Advertising

accounted

for

41.09%

of

the

Digital

Advertising

marketrevenue

in

2023Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Search

Advertising

market

is

projected

to

reachUS$279.3bn

in2023.This

market

includes:?

Search

EngineAdvertising

(SEA)?

Keyword

advertisingThis

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of8.37%,

resulting

in

a

projected

marketvolume

of

US$417.4bn

by

2028.?

Search

engineoptimization

(SEO)In

global

comparison,

most

ad

spending

will

be

generated

in

theUnited

States(US$118bn

in

2023).?

SponsoredlinksIn

theSearch

Advertising

market,

US$251.1bn

of

total

ad

spending

will

begenerated

through

mobile

in

2028.The

average

ad

spending

per

internet

user

in

the

Search

Advertising

market

isprojected

to

amount

to

US$52.4

in

2023.The

market

share

of

Google

amounts

to

an

estimated

59%of

the

SearchAdvertising

market

and

the

selected

region

in

2022.8Sources:Market

Insights

2023CHAPTER

2Market

NumbersSearch

Advertising

ad

spending

is

estimated

to

increase

at

a

CAGR(1)

of

13.3%from

2017

to

2028Market

Size:

GlobalSearch

Advertising

market:

Advertising

spending

forecast

in

billion

US$417.39389.83362.27+13.3%(1)279.35334.40306.67251.72230.25167.482020151.442019131.482018105.3120172021202220232024202520262027202810

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$133.2

billion,

the

Americas

is

the

biggest

market

amongselected

regions

in

2023Market

Size:

Regional

Comparison

(1/2)Search

Advertising

market:

Advertising

spending

forecast

in

billion

US$+9.4%(1)208.48+7.4%(1)133.22+7.7%(1)81.99116.1081.25202356.55+4.2%(1)+9.7%(1)6.6920238.201.6420232.612023202820282023202820282028EuropeAfricaAmericasAsiaAustralia

&

Oceania11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$118.2

billion,

the

United

States

is

the

biggest

marketamong

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Search

Advertising

market:

Advertising

spending

forecast

in

billion

US$+9.8%(1)188.56+7.3%(1)118.1679.78+7.8%(1)31.1956.112023+8.2%(1)12.042028+6.8%(1)7.55202821.458.135.442028202320282023202820232023ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Search

Advertising

average

ad

spending

per

internet

user

is

estimated

toincrease

from

2017

to

2028Market

Size:

GlobalSearch

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$67.427064.4461.4758.43605040302010055.3952.3949.3147.4536.5935.6233.8929.4620172018201920202021202220232024202520262027202813Sources:Market

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Search

Advertising

average

adspending

per

internet

user

in

2028Market

Size:

Regional

Comparison

(1/2)Search

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$300254.61227.58248.33242.04201.56235.60188.0925020015010050231.39174.36225.11160.58216.68147.33214.57203.30137.66160.55148.48131.76111.6266.31107.66103.1749.91101.6195.5791.4748.2389.4983.6680.7444.8577.9171.6166.6140.0416.5731.203.4328.953.2130.073.3226.702.9527.833.0924.142.5724.472.7125.662.8319.322.2119.812.1518.862.012.06020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&

Oceania14Sources:Market

Insights

2023With

average

ad

spending

per

internet

user

of

US$378.6,

the

United

States

isthe

biggest

market

among

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Search

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$568.256005004003002001000531.01445.17493.77417.42472.92455.54389.34416.93361.46378.63334.75342.30308.72315.72274.99232.19207.05200.02194.53166.28137.83181.16173.1861.9146.06154.41128.36145.06121.60135.70114.83126.22107.98116.74102.92107.6396.4098.7689.1691.1478.1366.4154.5368.2456.9254.0736.5829.2958.99202661.5553.90202456.4164.12202848.2548.6351.5135.7238.2836.872017201820192020202120222023United

Kingdom20252027ChinaFranceGermanyUnited

States15Sources:Market

Insights

2023In

the

Search

Advertising

market,

mobile

ad

spending‘s

share

reached

71%

in2023Distribution

by

Device:

GlobalSearch

Advertising

market:

Share

by

device40%42%41%41%44%46%54%48%52%50%52%55%58%60%60%58%59%59%56%50%48%45%42%40%201720182019202020212022202320242025202620272028MobileDesktop16Sources:Market

Insights

2023In

2023,

Google

had

the

highest

share

in

Search

AdvertisingMarket

Size:

GlobalBrand

share

in

202317Sources:Market

Insights

2023Google

Search

&

other

revenue

grew

43%

in

2021,

and

have

the

largest

share

ofGoogle

advertising

revenueCompany

profile:

Google

(1/2)Google

Search

&

other

revenue

in

billion

US$Google

advertising

revenue

segment

distribution

in

2021+43%14914%+6%1049815%71%201920202021Google

Search&

otherGoogle

NetworkYouTube

ads18Sources:

CompanyInformationGoogle

has

reached

more

than

12

billion

searc

h

queries

in

the

U.S.

since

theCOVID-1

9

pandemicCompany

profile:

Google

(2/2)Number

of

search

queries(1)

in

the

U.S.

in

billionCOVID-19

pandemic13.212.512.55.512.35.111.711.711.14.212.63.611.310.310.210.14.09.79.07.05.43.72.33.52.03.51.80.23.42.32.91.70.62.71.22.70.52.72.41.02.30.12.30.12.20.22.00.21.90.41.90.22.42.30.50.50.30.20.50.5200920082010201120122013201420152016201720182019202020212022Google

SitesMicrosoft

SitesVerizon

MediaAsk

Network19

Notes:(1)

Desktoponly,home

and

work

internet

locationsSources:

comScoreAdvertising

is

Amazon’s

fastest-growing

revenue

source

and

is

expected

to

grow25%

from

the

previous

year

with

over

10%

of

the

total

revenueCompany

profile:

AmazonAmazon’s

advertising

and

non-advertising

revenue

in

billion

US$Amazon‘s

revenue

distribution+9.9%+25.2%4814383662022e201913%5%95%87%268393120212020201320192022eAdvertisingNon-advertising20

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023;

CompanyinformationIn

a

country

comparison,

search

engines

as

sources

of

inspiration

are

mostpopular

in

ItalyDeepdive:

Search

engines

as

sources

of

inspirationUsage

of

search

engines

as

sources

of

inspiration

for

new

products

in

202254%51%50%50%45%43%35%ItalyUKGermanySpainFranceU.S.China21

Notes:Sources:"How

doyouusuallyfindoutaboutnewinteresting

products?”;

MultiPick;

U.S.:n=50,3985;

China:

n=24,172;

Germany:

n=30,146;

France:n=12,196;

UK:

n=18,200;

Italy:n=12,187;

Spain:n=12,207Consumer

Insights,as

of

November

2023Search

advertising

is

becoming

more

expensive;

CPC(1)

is

gradually

increasingwhile

CTR(2)

is

decliningDeepdive:

Search

advertising

conversion

rateSearch

advertising

clickthrough

rate

(CTR)

&

cost

per

click

(CPC)

worldwide2.8%2.8%2.7%

2.7%2.7%2.7%2.5%2.5%2.2%2.2%

2.2%2.2%2.0%1.8%1.7%1.7%

1.7%1.7%1.6%1.6%1.6%0.69Q20.68Q30.69Q40.710.70Q40.63Q40.62Q10.62Q10.59Q10.58Q40.60Q20.54Q30.52Q10.50Q10.50Q20.49Q30.51Q40.48Q20.47Q10.46Q30.47Q2Q32017

2017

2017

2017

2018

2018

2018

2018

2019

2019

2019

2019

2020

2020

2020

2020

2021

2021

2021

2021

2022Clickthrough

rate(CTR)

Cost-per-click

(CPC)

in

US$22

Notes:(1)

Costper

click

(2)

ClickthroughrateSources:

Skai