The
report titled “Taiwan Online Advertisement
Outlook To 2023 - By Medium (Desktop and Mobile), Type (Display, Video, Search,
Buzz / Content and Others), By Sectors (FMCG, Healthcare, Entertainment &
Media, Finance and Financial Insurance, E-Commerce and Others), and By Cost
Model (CPC, CPM and CPA)” provides a comprehensive analysis on Taiwan
Online Advertisement Industry. The report covers introduction, value chain,
market size by advertisement expenditure, market segmentation by medium
(desktop and mobile), by type (display, video, search, buzz / content and
others) Medium wise (Desktop and Mobile), by Type on the basis of Platform (Facebook,
Instagram, Goggle, YouTube and others), by sectors (FMCG, Healthcare,
Entertainment and Media, Finance and Financial Insurance, E-commerce and
others), by cost models (CPC, CPM and CPA), comparative landscape, growth
drivers, trends and developments, growth restraints, issues and challenges and
the regulatory framework. The report concludes with market projections for
future and analyst recommendations highlighting the major opportunities and
cautions.
Taiwan Online Advertisement Market Overview and Size
Taiwan
Online Advertisement Market is mounting and currently placed in growth phase witnessing fragmented
market competition faced by advertising
agencies. The market is well regulated and the consumers are well versed
and updated with the ongoing trends. Taiwan has been considered as the link
joining the developed countries of the west with the developing markets of the
East. TV ads had held the top most channel rank in terms of reaching out to the
consumer masses. Within Taiwan, television ads have been long associated with imprecise targeting. Advertisement
firms and organizations have been trying to find a sustainable replacement of
the TV medium. At the same time, the masses started to move from the
unappealing and low-quality TV content to the digital platforms. It has been
estimated that approximately 95% of Taiwanese used Facebook during the year
2018 which stands to prove the reach of the social media platforms in the
country. Online activities have become one of the favorite past-time of the
population. Online advertisement market in Taiwan was observed to showcase rapid
year on year growth in terms of ad expenditure during the review period
2013-2018. The consistent double digit growth was majorly due to the fact that
internet and digital advertising started outstripping the traditional medium of
advertising in terms of better customer penetration ratio or customer
conversion than traditional methods with an added advantage of better
monetization and ad reach measurement tools. Hence, the market grew at a strong
CAGR of close to 23% during 2013-2018.
Taiwan Online Advertisement Market Segmentation
By Medium (Desktop and Mobile): Desktop has a better screen size & resolution and
facilitates easier viewing of the advertisements. The advertisements over a
desktop were more impactful and displayed the information more accurately due
to its size advantage. However, mobile medium was observed to dominate the
space majorly due rising mobile penetration in the country along with a
widespread presence of people over social media. Additionally, factors such as
cost effectiveness and increasing conversion rates also propelled the mobile
medium in preference.
By Type (Display, Video, Search, Buzz / Content and Others):
Taiwanese population
prefers to watch video ads over mobile devices in terms of advertising spend
over the mobile medium during 2018. YouTube ads are currently the leading
solution for all brands and marketers in Taiwan, given its non-intrusive
in-stream system as well as the stable CPV performance. The marketers prefer to
produce their own video with an essence of Taiwanese culture which increases
the overall advertising budget and may prove to be a hindrance for the
companies to choose this form of advertising. Display ads dominated the market
followed by video, search, buzz / content and other ad types during 2018. In
Taiwan all the platforms are majorly advertised over mobile owing to the
ubiquitous use of the device. Taiwanese use mobile for every kind of task be it
search, watching a video, social media, texting and others. Since mobile is
more accessible as compared to laptops or desktops, it remains with the owner
most of the times and this gives the advertisers advantage to reach their
target customers faster as compared to desktop or laptop.
By
Sectors (FMCG, Healthcare, Entertainment & Media, Finance & Financial
Insurance, E-Commerce and Others): FMCG
sector dominated the online advertisement space in Taiwan in terms of online
advertisement expenditure. The E-commerce market has grown at a rapid pace over
the past few years. People appreciate online entertainment and media on their
phones/ desktops; hence this sector becomes a crucial aspect for the market.
Healthcare is coming up with innovative medical services and devices which need
to raise awareness among consumers. Other sectors such as banking and insurance
and others captured the remaining market in 2018.
By Cost Model (CPM, CPC and CPA): CPM i.e. Cost per Mile segment dominated the Taiwan online
advertisement market in terms of online advertising expenditure during the year
2018. Publishers prefer CPM model because of the low financial risk for them. Both
CPC and CPA models collectively grabbed the remaining market share in 2018. The
cost per click model is being preferred by small businesses/start-ups to
understand the customer feedback in the market.
Comparative Landscape in Taiwan Online Advertisement Market:
Competition within Taiwan online
advertisement market was observed to be highly fragmented for advertising
agencies with many start ups recently entering into the space. On the other
hand, the market is highly concentrated within the hands of size players
namely, Facebook, Google, Instagram, YouTube, Yahoo and Line constituting for more
than 70% market share in 2018. These new companies are introducing innovative
methods of capturing their target audience while the old firms are expanding
their foothold into this space with the help of the existing data they possess.
Some of the well known ad agencies in Taiwan
are Growth Hackers, Gremlin Works, Fimmick, Carat and Lion and others. These
companies are competing on parameters such as pricing of the services offered
(average hourly rate), minimum project size and service portfolio. Whereas on
the other hand, competition within online platforms was observed to be
concentrated as it includes big players such as Google and YouTube, Facebook
and Instagram.
Taiwan Online Advertisement Market Future Outlook and
Projections: The
Taiwan online advertisement market is estimated to grow at a positive double
digit CAGR during the forecast period 2019-2023. Expenditure on online
advertising by major companies is further expected to increase due to
improvement in business environment and growing market for start-ups. The E-commerce
market in Taiwan is also expected to rise thus, giving the companies another
platform to reach out to their target customers. Apart from that, the government
of Taiwan is also working towards improving the internet infrastructure and
promoting mobile payments in the country which is further anticipated to give a
boost to this market in Taiwan.
Key Segments
Covered
By Type (On the
Basis of Ad Spent)
Digital Advertising Market
Traditional Advertising Market
By Medium (On
the Basis of Ad Spent)
Desktop Advertising
Mobile Advertising
By Type (On the
Basis of Ad Spent)
Display Advertising
Video Advertising
Search Advertising
Buzz / Content Advertising
Other Advertising (Mail Advertising, MMS and SMS)
By Type On the
basis Of Platforms (On the Basis of Ad Spent)
Social Media Advertising
Facebook
Instagram
Others
Video Advertising
YouTube
Others
Search Advertising
Google
Yahoo
Others
Further
Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Spent),
2013-2018
Social Media Advertising
Mobile
Desktop
Video Advertising
Mobile
Desktop
Search Advertising
Mobile
Desktop
Buzz / Content Advertising
Mobile
Desktop
Other Advertising (Mail Advertising, MMS and SMS)
Mobile
Desktop
By Sectors (On
the Basis of Ad Spent)
FMCG
Healthcare
Entertainment & Media
Finance and Financial insurance
E-Commerce
Others (Retail, Fashion, Tele-Communications, Government,
Real Estate, Government/NGO and Others)
By Cost model
(On the Basis of Ad Spent)
CPM
CPC
CPA
Key Target
Audience
Advertising Agencies
Social Networking Platforms
End User Industries Investing in Online Advertising
Investors
Time Period
Captured in the Report:
Historical
Period – 2013-2018
Forecast Period
– 2019-2023
Companies
Covered in Taiwan Online Advertisement Market:
Major Ad
Agencies
Growth Hackers
Gremlin Works
Fimmick
Asia Pac
J Walter Thompson
iProspect- Taiwan
Others (Dentsu Network, Web Gene, Lion& Lion Co.)
Major Online
Platforms
Google and YouTube
Facebook
Instagram
Yahoo
Line
Key Topics Covered in the Report
Taiwan Online
Advertising Market Introduction
Stakeholders in
Taiwan Online Advertisement Market
Value Chain
Analysis in Taiwan Online Advertising Market
Taiwan Online
Advertising Market Size, 2013-2018
Taiwan Online
Advertising Market Segmentation, 2013-2018
SWOT Analysis
of Taiwan Online Advertising Market
Trends and
Developments in Taiwan Online Advertising Market
Issues and
Challenges in Taiwan Online Advertising Market
Regulatory
Framework in Taiwan Online Advertising Market
Customer
Profiling in Taiwan Online Advertisement Market
Case Studies
Covered in Taiwan Online Advertisement Market
Comparative
Landscape in Taiwan Online Advertisement Market
Taiwan Online
Advertising Market Future Outlook and Projections, 2019-2023
Analyst
Recommendations in Taiwan Online Advertisement Market
For more
information on the research report, refer to below link:
Related reports
Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications
+91-9015378249
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