Monday, November 11, 2019

US Online Advertising Industry Research Report and Future Outlook: Ken Research

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How Is The Online Advertising Market Positioned In The US?
The digital advertising market in the US is booming and has grown exponentially over the last few years. The rising Internet penetration in the country and increasing dependence on the World Wide Web for varied everyday activities such as video streaming, travel, and movie bookings, accessing social media, financial transactions and more has stimulated the shift towards online advertising. The shortcomings of the traditional mediums such as inability to target the right audience, traceability, and higher costs have been the major reasons for advertisers shifting towards internet ads.
US Search Ads Market Share
The number of internet users in the country reached ~ million in 2018, accounting for ~% of the total population, while smartphone penetration was recorded to be ~% of the population. The rising internet and smartphone penetration have been one of the major growth drivers for the rising digital advertising expenditure in the country. The US also has a well-developed internet infrastructure. The mobile internet speed was recorded to be the 9th best globally in 2018. The advances in internet access, bandwidth and speed have positively impacted the growth of digital advertising in the country.
Spurring social media usage has also significantly contributed to the rise of digital advertising in the country. The number of active social media users reached 230 million in 2018. The period also witnessed the rise of new ad formats on social media including social stories or 10-second ads, influencer marketing and more.
Advertisers have seen shifting towards digital mediums due to added advantages such as better monetization, proper reach measurement tools, availability of insights and analytics and more.
The adoption of the latest technologies such as Artificial Intelligence, GPS and Radio Frequency, Machine Learning, Big Data among others in recent years have made internet ads more efficient and improved their targeting to the relevant audience.  Owing to these factors, the online advertising market witnessed a positive double-digit CAGR of ~% over the review period 2013-2018.
Us Advertising Market
The ad spending on traditional advertising accounted for the majority share in the US advertising market in 2018. Digital advertising expenditure has grown exponentially over the review period and is projected to surpass traditional advertising in the near future owing to the rising internet penetration in the country.
Us Online Advertising Market Segmentation
By Medium: In 2018, digital advertising expenditure on mobile devices dominated the market with a share of ~%. This is majorly due to the shift in consumer preference towards mobile devices for different type of activities such as watching videos, informational searches, accessing social media and others. Desktop advertising accounted for the remaining ~% market share in ad expenditure in 2018 due to the declining usage of desktops.
By Type: Search advertising dominated the digital advertising market in the US in 2018 owing to the rise of e-commerce in the country. Social media advertising accounted for the second-highest share in ad spending due to the inclining social media usage in the country. Other types of advertisements such as display, video, audio and others accounted for the remaining market share.
Segmentation by Medium (Desktop and Mobile): In 2018, mobile digital advertising dominated the ad spending in most types of advertising with a market share of ~% in Search, ~% in Social Media,~% in Display, ~% in Audio and ~% in Others. Desktop usage in the country is declining as most of the consumers prefer to use mobile devices for the majority of online activities due to easy access and faster mobile internet speeds.
By Sectors: The retail sector was analyzed to account for the highest digital advertising expenditure in the US in 2018 primarily due to the rise of online shopping in the country. Automotive and Financial Services industries also contributed significantly to the digital ad spending. Telecommunications, Leisure Travel and FMCG sector also accounted for a significant share in the digital advertising expenditure in the country as most consumers search for products online before actually making purchases. Other sectors including Electronics & Computers, Pharmaceuticals/Healthcare, Media & Entertainment, and others accounted for the remaining share in digital ad spending.
By Ad Buyers: Majority of the digital ad buying in the US took place through ad agencies in 2018 due to the expertise of these agencies in managing ad campaigns. Direct ad buying by brands accounted for a meager share in the digital advertising expenditure due to the lack of technological infrastructure and talented professionals by the brands.
By Pricing Model: Performance pricing models including CPC, CPA among others received the maximum digital advertising expenditure in the US in 2018. The CPM and hybrid models accounted for the remaining digital ad expenditure and were preferred by advertisers who aimed wider reach.
Comparative Landscape In Us Online Advertisement Market
Competition within the US online advertising market was observed to be fragmented with multiple advertising agencies operating in the space. Most of these advertising agencies are held by the top 5 holding companies namely WPP Plc, Interpublic Group of Companies, Omnicom Group, Publicis Groupe and Dentsu Inc, that accounted for the maximum share in the digital advertising expenditure in the US in 2018 in terms of billings. These companies are competing on parameters such as pricing of the services offered (average hourly rate), major clientele, flexibility, minimum project size, and service portfolio. On the other hand, competition within online platforms or publishers was observed to be concentrated among the big players such including Google and Facebook.
Competition Analysis of Major Platforms: Facebook is the most dominant social media platform in social media advertising with a percentage share of ~%. Instagram also garnered a significant share of ~% in 2018. Facebook and Instagram together accounted for the majority share in social media advertising. YouTube accounted for a major share of ~% of advertising spend on Video advertising as it is the most popular platform for video streaming in the US. The remaining share was captured by other video platforms including Twitch, TikTok and more. In search advertising, Google acquired the maximum ad spending with a share of ~% as it is the most used search engine in the country. The remaining share was captured by Yahoo & Bing, Amazon and others.
Us Online Advertising Market Future Outlook and Projections
The US online advertising market is estimated to grow at a positive double-digit CAGR during the forecast period 2018-2025. Expenditure on online advertising by major companies is further expected to increase due to rising internet and smartphone penetration. The introduction of 5G internet technology is further projected to propel the market with the introduction of new interactive ad formats. The growth of social media usage in the country coupled with the adoption of the latest technologies such as Artificial Intelligence, Augmented and Virtual Reality among others is anticipated to positively affect the market. Apart from that, the rising data privacy concerns and implementation of the California Consumer Privacy Act is also expected to substantially impact the digital advertising space in the US.
Key Segments Covered:-
By Type (On the Basis of Ad Expenditure)
Digital Advertising Market
Traditional Advertising Market
By Medium (On the Basis of Ad Expenditure)
Desktop Advertising
Mobile Advertising
By Type of Advertisement (On the Basis of Ad Expenditure)
Search Advertising
Social Media Advertising
Display Advertising
Video Advertising
Audio Advertising
Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)
Social Media Advertising
Facebook
Instagram
Others
Search Advertising
Google
Yahoo & Bing
Amazon
Others
Video Advertising
YouTube
Others
Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure),
2013-2018
Social Media Advertising
Mobile
Desktop
Video Advertising
Mobile
Desktop
Search Advertising
Mobile
Desktop
Audio Advertising
Mobile
Desktop
Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
Mobile
Desktop
By Sectors (On the Basis of Ad Expenditure)
Retail
Automotive
Financial Services
Telecommunications
Leisure Travel
Consumer Packaged Goods
Electronics & Computers
Pharmaceuticals/Healthcare
Media
Entertainment
Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)
By Ad-Buyers (On the Basis of Ad Expenditure)
Direct
Ad Agencies
By Pricing Model (On the Basis of Ad Expenditure)
Performance
Cost Per Mile
Hybrid
Key Target Audience:-
Advertising Agencies
Social Networking Platforms
End-User Industries Investing in Digital Advertising
Regulatory Bodies and Government Agencies
Investors
Time Period Captured in the Report:-
Historical Period: 2013-2018
Forecast Period: 2019-2025
Companies Covered in US Online Advertising Market:-
Major Ad Agencies
WPP
Interpublic Group of Companies
Publicis Groupe
Omnicom Group
Dentsu Inc.
Major Online Platforms
Google (including YouTube)
Facebook (including Instagram)
Amazon
Microsoft (including LinkedIn)
Verizon Media
Key Topics Covered in the Report:-
Advertising Industry US
US Cost per Click Ads Market
Online Advertising Market US
Major Advertising Agencies US
US Online Advertising Industry
US Digital Advertising Revenue
US Advertising Spending in 2018
US Search Ads Market Share
US Online Advertising Market
US Digital Ad Spending Market
US Online Ad Spending Market
Online Advertising Industry US
To Know More, Click On The Link Below:-
Related Reports by Ken Research:-
Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications
Ankur@kenresearch.com
+91-9015378249
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Location: United States

Turkey Cards and Payments Market Research Report And Market Forecast: Ken Research


How Turkey Cards and Payments Market is Positioned?
Turkey cards and payments market which was dominated by cash almost a decade ago and has witnessed advancement towards digital transactions both in terms of number of transactions and volume in the recent years. Turkey is making huge investments in digital technology in order to transform the financial industry most of which is In-house. The young population has been the major driver for increase in the payments via cards as they are embracing advanced technology and new products thereby, helping turkey to move away from traditional methods of payments. The young population coupled with the existing well developed banking infrastructure of the country in order to gain competitive advantage by delivering innovative services ahead of their competitors.
The total number of cards in circulation was witnessed to increase from ~ as of 31st December 2013 to ~ as of 31st December 2018, thus displaying a five year CAGR of ~%.

Troy - the payment methodology developed by Turkish Banks has been a major game changer in terms of digital methods of payment and has seen a tremendous growth in the acceptance rate over the past few Years due to the Interbank Card Center initiatives also it is fulfilling government’s agenda of making turkey cashless by 2023.

Banks have been highly enthusiastic for implementing new financial technology to reach and engage with their customers in order to promote the use of digital methods of payment throughout Turkey.
Turkey cards and payments market remains highly competitive and attractive driving it towards a cashless economy.

Credit Cards Market Size
In the year 1968, Turkey launched its first credit card. Today, Credit card issuers offer multi-branded cards with instalment, use award, and loyalty-point features. Point-of-sale machines are found in most stores around the country, which has made cards as one of the most convenient methods of payment. The usage of cards has been steadily growing with the number of transactions increasing at a CAGR of ~% from 2014 to 2018.

The credit card reward and loyalty program is the most significant growth driver for surge in credit card transaction value and transaction volume. The card issuers and operators have been partnering with member merchants in order to increase the customer acquiring rate. The member merchants provide the cardholders with discounts on the purchases or opportunity to earn reward points which can be redeemed later on shopping / air ticket purchases and many more.

Turkey Credit Card Market Segmentation, 2014-2018
By Transaction Volume, 2014-2018:
The volume of credit card transaction has been on a rise since 2014. The variety of goods and services available in small ticket size has contributed the most to the surge in volume of transactions in recent years. The volume of transactions has increased from ~ million in 2014 to ~ million in 2018. The four year CAGR has been ~%.
The advancement in technology - such as RIFD / contactless credit cards, chip and pin cards have contributed in the increase in the Transaction Value.

By Transaction Value, 2014-2018:
The Transaction Value has shown an absolute growth of ~% since 2014. The highest year on year growth was witnessed in the year 2015 of ~%, as people were more motivated to make credit card transactions because of the card loyalty reward points program were on rise by the issuing bank. The four year CAGR of credit card Transaction Value is ~%.

By Average Transaction value, 2014-2018:
The average credit card Transaction Value was computed by dividing the total Transaction Volume from total value of transaction. It has been observed that there has been a surge of ~ TRY from 2014 to 2018 respectively. The growth in the average ticket size per transaction hasn’t been much; however, the spending per transaction took a constant growth rate. Last four year CAGR is ~%. This throws light on consolidation in terms of year-on year growth rate of average value of transaction.

By Number of Credit Card in Circulation, 2014-2018:
It has been observed that the number of credit cards in circulation have gone up from ~ million in 2014 to ~ million in 2018. The surge in the number of cards in circulation is approximately by 10 million which indicates the consumer spending behaviour more on credit. The credit cards issued has been on a rising trend at a four year CAGR of ~%. The year on year growth rate has been in the range of ~% to ~% in the last four years. In the last two years the growth rate has been constant at ~%, indicating the demand of credit card subscription has gone up and the Cardholders are willing to spend more on credit in order to avail the benefits of reward program and other perquisites. Credit cards in circulation has registered slowest growth rate of ~%, which again shot up to ~% each year in 2017 and in 2018 respectively.

Key Segments Covered:-
Credit cards
Value of transaction
Volume of transaction
Number of Credit card in circulation
Domestic Transaction Using Domestic Credit Card
International Transaction Using Domestic Credit Card
Domestic Transaction using International Credit Card
Sectoral Spending

Debit Cards
Value of transaction
Volume of transaction
Number of Debit card in circulation
Domestic Transaction Using Domestic Debit Card
International Transaction Using Domestic Debit Card
Domestic Transaction using International Debit Card
Sectoral Spending

Key Target Audience:-
Credit/ Debit Card Operator
Credit/ Debit Card Issuers
Prepaid Card Issuers/ Operators
Local/ Foreign Bank
Reward/ Loyalty Program Business Operators
Payment gateway provider
Credit/ Debit Card Issuer
POS Device Manufacturers
Debit/ Credit Card Manufacturing companies
ATM Manufacturing Entities
Investors

Time Period Captured in the Report:-
Historical Period: 2014-2018
Forecast Period: 2019-2023

Companies Covered in Turkey Card Market:-
Issuers
Turkiye Cumhuriyeti Ziraat Bankasi AS
Turkiye Vakiflar Bankasi TAO
Turkiye Halk Bankasi AS
Denizbank
Yapi ve Kredi Bankasi AS
Turkiye Is Bankasi AS (Is bank)
Garanti Bankasi AS
Ak bank TAS
Finansbank AS
TEB AS
Seker Bankasi AS
HSBC Bank AS
Citigroup Inc

Operators
Visa Inc
MasterCard International Inc
American Express Co
Troy

For more information, refer to below link:-
Turkey Cards and Payments Market

Related Reports:-
Russia Payment Services Market Outlook To 2025- Breaking New Grounds Through Alternative Payment Systems Such As Contactless Payments Albeit Challenging Profitability Of Incumbent Firms)

Saudi Arabia Cards and Payments Market Outlook to 2023 – Increasing Penetration of Islamic Credit Cards Coupled with Rising Preference for Online Shopping to Drive Market Growth

Contact Us:
Ken Research
Ankur Gupta, Head Marketing & Communications
Ankur@kenresearch.com
+91-9015378249

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