Live support
We are sorry, but support is not available at the moment.
Worldwide Digital Advertising
OverviewJuniper Research’s highly regarded Digital Advertising research provides actionable insights, market intelligence and strategic recommendations for stakeholders on the rapidly evolving mobile and online advertising markets.

It investigates the role of smartphones, tablets, smartwatches, and PCs (laptops and desktops) as a delivery and engagement channel, how it is positioned by brands and retailers within an omnichannel strategy, and what hurdles must be overcome if it is to achieve its full potential. For the first time, the research investigates the impact that ad blockers are set to have on the total digital advertising market and publisher revenues.

This research suite includes:
  • Market Trends & Competitive Landscape (PDF)
  • 5 Year Market Sizing & Forecast (PDF & Excel)
  • Executive Summary & Core Findings (PDF)

Key Features

  • Extensive analysis of the advertising value network, as new formats and payment mechanisms emerge.
  • Sector analysis and forecasts for advertising channels:
    • Online (Display, Search)
    • Mobile Internet (Display and Search)
    • In-App (Display and Rich Media)
    • Message-Based (SMS and MMS)
    • Wearables (Smartwatch).
  • Interviews with leading players across the value chain, including:
    • The Rubicon Project
    • Eyeo
    • DemandBase
    • Fiksu
    • Secret Media
    • Rocketship Apps
    • Airpush
    • Shine Technologies
  • Strategic assessment of key industry trends including the rise of wearable advertising, and the increasing threat of ad blocking technologies.
  • Key player capability and capacity assessment, together with vendor market positioning matrix.
  • Benchmark forecasts for advertising revenues split by advertising channel and device type. New market forecasts for loss revenues arising from ad blocking technologies, split by:
    • Online Advertising
    • Mobile Advertising

Key Questions

  1. What new platforms will see the strongest growth in digital advertising?
  2. What are the future opportunities that advertisers will be presented with in the mobile and digital space?
  3. To what degree will ad-blocking technology impact the revenues of digital advertising?
  4. Which strategies will be the most successful in countering the effect ad-blocking?
  5. What innovations are happening in the digital advertising industry with regards to rich media, ad formats, programmatic buying etc?

Companies Referenced

Interviewed: AirPush, Demandbase, Eyeo GmbH, Fiksu, Rocketship Apps, Rubicon Project, Shine Technologies.
Profiled: AirPush, Alphabet, Amobee, Demandbase, Eyeo GmbH, Facebook, Fiksu, OpenX, Rocketship Apps, Rubicon Project, Shine Technologies, xAd.
Case Studied: ABP (Ad Block Plus), Been Choice, MediaMath, Rubicon Project, Shine Technologies, VirtualSKY, WIRED.
10x, Adconian Direct, Adelphic, Adenyo, Adjitsu, Admoove, Adobe, AMI (American Media Inc), AOL, Apple, Aprimo, Bell Labs, Blogger, Box Buzzfeed, Cadreon, Captivate Network,, Clickability, Crownpeak, Digicel, Disconnect, DocuSign, Dunkin’ Donuts, E.piphany, EFF (Electronic Frontier Foundation), Ektron, Exact Target, Flipboard, Forbes, Foursquare, Fox, GE, Globespan, Google, Gradient X, Hubbi, Hubspot, Hutchison Group, IAB (Interactive Advertising Bureau), IBM, Instagram, ISITE Design, JumpTime, Kontera, L90, LiftDNA, LiveRamp, Lucent Technologies, Marketing Tech Blog, MediaOcean, Microsoft, News Corp, Ofcom’, Opentext, Oracle, OthersOnline, Outback Steakhouse, OutFront Media, PageFair, Pedowitz Group, Philips, Picasa, Pinterest, Pubmatic, Razorfish, ReaXions, RingRing Media, RunKeeper, SailThru, Salesforce, Samsung, SAP, SDL, SecretMedia, Silverpop, Simon Fraser University, SingTel, Site Scout, Softbank, SonoTrend, StrongMail Systems, Strongview, Telefonica, Three, Turkcell, Twitter, , Verizon, Vodafone, Webtrends, WordPress, Workday, Yahoo, Yellow Pages, YouTube, Zondingo.

Data & Interactive Forecast

Juniper’s Worldwide Digital Advertising forecast suite includes:
  • Regional data splits for 8 key regions as well as country level splits for:
    • US
    • Canada
    • UK
    • Germany
  • Online advertising revenues, split by:
    • Internet display advertising
    • Internet search advertising
    • Internet video advertising
  • Mobile internet advertising revenues, split by:
    • Internet display advertising
    • Internet search advertising
  • Mobile in-app advertising revenues, split by:
    • Display advertising
    • Rich media advertising
  • Messaging Advertising, split by:
    • SMS Messaging
    • MMS Messaging
  • Online ad blocking and lost revenues, split by:
    • Internet display advertising
    • Internet search advertising
    • Internet video advertising
  • Mobile internet ad blocking, split by:
    • Internet display advertising
    • Internet search advertising
  • Interactive Excel Scenario tool allowing user the ability to manipulate Juniper’s data for 10 different metrics.
  • Access to the full set of forecast data of 317 tables and over 27,700 data points.
Juniper Research’s highly granular interactive Excels enable clients to manipulate Juniper’s forecast data and charts to test their own assumptions using the Interactive Scenario Tool; and compare select markets side by side in customised charts and tables. IFxls greatly increase clients’ ability to both understand a particular market and to integrate their own views into the model.

Research Options

All research reports now come with an enterprise-wide licence

Purchase additional research reports to receive greater savings;
select three reports to receive all the available research in this area.

Worldwide Digital Advertising: Market Sizing & Forecasts 2016-2020

Click here for product details

The study enables visualisation of which advertising channels have the greatest share, in terms of advertising spend, which are growing and which will generate the most revenues over the next five years. These exhaustive forecasts are provided for smartphones, featurephones, tablets, PC & Laptops, and Smart Watches. Additionally, the revenue loss from ad blocking technologies is also forecast till 2020.

Provided in a PDF report and in interactive XL spreadsheet.

The forecasts include:
  • Adoption rates and usage across different channels.
  • Revenues: Accrued from spend on advertising, split by device type, region and advertising channel.
  • Average CPMs (Cost per Mille) and CPCs (Cost per Click-through).
  • Number of Impressions: for both in-app and mobile Internet advertising, as well as the number of messages sent for message-based advertising.
  • Number of Adverts blocked through the use of ad blocking technologies and the associated lost revenues.
Download a summary of the forecasts above, or request a detailed list of every table and chart via  

Add-on Research

Included Support options

Email Support

Receive free email support for the research purchased by emailing your queries to

Support options

30 Minutes Analyst time

30 minutes of support time on the telephone with one of our expert analysts.

Analyst support is provided for the following areas:
  • Research related queries
  • Clarifying methodologies, forecast assumptions and forecast outputs
  • Identification of key market trends and opportunities

Research Details

Sam Barker
Content & Commerce
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Canada, Germany, UK, USA

Related Research

    What about purchasing a subscription?

    Unlimited access to our research catalogue and data