Digital Advertising: Market Forecasts, Emerging Trends & Key Opportunities 2022-2026

• Market Outlook: An evaluation of significant market drivers and strategic recommendations for key advertising stakeholders, including ad tech companies, mobile ad attribution platform providers and digital advertisers.
• Benchmark Industry Forecasts: 5-year forecasts are provided for the total digital advertising market value, total spend lost to ad blockers and net spend. Forecast splits are included for PC advertising, mobile advertising, SMS advertising, OTT TV advertising and DOOH advertising.
• Juniper Research Competitor Leaderboard: Key player capability and capacity assessment of 14 leading advertising attribution platform providers, including:
  • Adjust
  • App Samurai
  • AppsFlyer
  • Branch
  • ClickGUARD
  • Codewise
  • Comscore
  • Impact
  • Kochava
  • Machine Advertising
  • Pixalate
  • Singular
  • Telecoming
  • TrafficGuard
• Privacy Policy Analysis: An assessment of recent privacy policy changes impacting the digital advertising market, including Apple’s ATT (App Tracking Transparency) framework, SKAdNetwork 2.0 and Private Relay solution, as well as Google’s Privacy Sandbox. This assessment will include an evaluation of the challenges associated with, and the opportunities that can be realised through, these changes within the market.

1. How much will the digital advertising market be worth by 2026?
2. What impact will change to the data handling policies of technology giants, such as Apple and Google, have on the digital advertising market?
3. Which ad attribution platforms are leading the market for attribution services in 2022?
4. How can advertisers maximise return on advertising spend over iOS devices?
5. Which platforms represent the greatest opportunities for digital advertisers?

Interviewed: Adjust, Branch, impact.com, Pixalate, Telecoming.
 
Case Studied: Apple, Kochava, Open X.
 
Included in Juniper Research Competitor Leaderboard: Adjust, App Samurai, AppsFlyer, Branch, ClickGUARD, Codewise, Comscore, impact.com, Kochava, Machine Advertising, Pixalate, Singular, Telecoming, TrafficGuard.
 
Mentioned: Aarki, Acorns, Acquired.io, Activate, Acxiom, AdColony, Adform, Adidas, Ad-juster, AdMob, Adobe, ADT, Aeron, Affirm, Airbnb, Algolift, Amazon, Amobee, Amplitude, Appier, Apple, AppLovin, Appnext, AppNexus, Appsumer, Apsalar, Atom Finance, Baidu, BBC, Benfica, Bennett, Bidalgo, Bidshake, BigCommerce, Bing, Black Bears, Bobble AI , Bold Screen Media, Booktopia, Braze, Button, BuzzFeed, Cabela’s, Canela Media, Canva, Capcom, Carmax, Cassandra, CBS, Centro, Centurion Corporation, Chartboost, Charter Communications, Chick-fil-A, Choice Hotels, Clearsaleing, CNN, Coca Cola, Coda Payments, Coleman & Co, Constellation Software , Credit Sesame, Criteo, Crown Media, Current, D2C, Dataxu, Dave & Busters, DCCC, Decathlon, DICK’s Sporting Goods, DigiCenter, Digital Turbine, Discovery Channel, DISH media, Disney, Dollar Shave Club, Dominos, Donatos, DoubleDown Interactive, DraftKings, Drupal, Dunkin’ Donuts, Duolingo, Eastside Games, Easyship, eBay, Eight Roads, ESPN, Eureka & Docker, eve Sleep, Experian, Fanatics, Fareportal, Fiksu, First Derivatives Ltd, Forensiq, Foursquare, FOX (Force Operation X), FreeWheel, fuboTV, Fundera, Funovus, Fyber, Gameloft, General Atlantic, General Catalyst, GFK, Goldman Sachs, Google, GroupM, GrubHub, GungHo, Harry’s, Headspace, Helix Sleep, Helzberg Diamonds, Hepsiburada, Hilton, Hive, Hollister, Hopper, HSBC, Huawei, HubSpot, Hulu, HUUUGE, ibotta, IDEAL OF SWEDEN, InferSystems, Inmobi, Innovid, Instacart, Instapage, Intigal, ironSource, Itochu, Jack in the Box, Jam City, Jamba , Jampp, Java 8, Javelin Venture Partners , Joom, Joomla!, JustSlideMedia, Kat’s Naturals, KFC, Knorex, Lenovo, Letgo, LetsGetChecked, Lifestreet, Liftoff, LightCMS, Limpid, LinkedIn, Little Caesars, Love, Bonito,  LUMA, Luno, Lyft, Macy’s, Magento, Magma Venture Partners, Magoosh, Markt.ooo, Marvell, Match, McAlister’s Deli, Media Donuts, MediaOcean, MediaRadar, Mediarails, mediasmart, Mercedes-Benz.io, Meta, Method Capital, Microsoft, Minecraft, Mixpanel, Mobile Marketing Association, MobileRQ, MobilityWare, Moe’s Southwest Grill, Moloco, MOLOCO, MoPub, mParticle, Mpire, My Republic, N3TWORK, National Geographic, NBC News, NCAA March Madness, Netflix, Netty, Neustar, New Look, New York Post, Nike, NordVPN, Norwest Venture Partners, ODD Games, Omio, Oracle, OWN, P.F. Changs, Pact Insurance, Paramount, Peacock, Pinterest, Pitango, Pixo, Postmates, PrestaShop, Providence Equity Partners, PSG (Paris Saint-Germain), Quicken, Qumra Capital, Qurate Retail, Rakuten Advertising, Razr, Real Madrid, Reddit, Redfin, Remerge, Render Studio, Revolut, RevX, RhythmOne, Roku, Rollic Games, Rovio, Safeco Insurance, Salesforce, Sandstorm Interactive, Segment, Shareablee, Shoffr, Shopify, Shopify, Showtime, Silversmith Capital Partners, Simmons, SiriusXM, Sizmek, Skillz, Skyscanner, Slack, Sling TV, Smadex, Smile Direct Club, Snap Inc., Snowflake, Spring Boot , Squarespace, Star+, Starling Bank, Stepsetgo, Stitch Fix, Strava, StubHub, Symantec, TapBlaze, Tapjoy, Telstra Ventures, Tencent, Teskin Games, Thalamus, The Athletic, The Trade Desk, Thomvest Ventures, Ticketmaster, TikTok, T-Mobile Capital Partners, Tokopedia, Trackonomics, Translink Capital, TransUnion, Tribuna, TUI, Tune, Turner, Twilio Segment, Twitch, Twitter, Udacity, UFC, Unbotify, Unbounce, Unilever, United Airlines, United Nations, Univision, US Bank, Verizon Media, Vidstart, Virgin, Visa, Vivo, Vizio, Vizury, Volusion, Vungle, Walmart, WarnerMedia, Wayfair, WB Games, Weatherbug, Weatherzone, Weebly, Western Technology Investment, Westpac, William Hill, Wix.com, WordPress, World Economic Forum, Xoom, Yahoo, Yelp, You Appi, ZALORA, Zenith Bank, Zynga.
 

Juniper Research’s Digital Advertising forecast suite includes:

• Digital Advertising Market Summary, including:
  • Total Market Value
  • Total Spend Lost to Ad Blockers
  • Net Spend
• Data Splits Provided for:
  • DOOH Advertising
  • Mobile Advertising, Split by Smartphones, Featurephones and Tablets
  • OTT TV Advertising, Split by Connected TVs, Desktops and Notebooks, Smartphones, and Tablets
  • PC Advertising, Split by Display Ads, Video Ads and Search Ads
  • SMS Advertising
• Access to the full set of forecast data of 272 tables and over 99,500 datapoints.
• Interactive Excel Scenario tool allowing users the ability to manipulate Juniper Research’s data for 5 different metrics.

Geographical splits: 45 countries

Harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables, overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and get alerted whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the Interactive Scenario Tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a clients’ ability to both understand a particular market and to integrate their own views into the model.

Global digital advertising spend will increase from $407 billion in 2022 to $753 billion in 2026; representing growth of 85%. The report found that mobile in-app revenue will account for 56% of global spend by 2026. 

• Whilst privacy changes from Apple and Google are restricting the potential for effective ad attribution, there are still major opportunities. The availability of the SKAdNetwork on iOS, for example, is a major opportunity for advertisers to access aggregated data; allowing them to target areas primed for growth, such as child-safe applications.
• Total mobile in-app advertising spend will increase from $201 billion in 2022 to $425 billion in 2026, as brands strive to secure consumer trust. Enterprises must clearly outline their data collection, storage, and usage policies, in order to optimise opt-ins.
• With recent data collection policy changes by technology giants creating further challenges for mobile attribution, enterprises must adopt a code of best practice to maximise return on advertising spend and support probabilistic attribution models.
• Desktop advertising spend will increase from $97 billion in 2022 to $142 billion in 2026, despite a diversion of spend towards handheld devices and the implementation of data protection regulation impacting cookie policies.
• Video is a key channel for advertisers, with video ad spend expected to grow by 63% over the next four years, as the success of popular distribution channels, such as TikTok and YouTube Shorts, continues to drive demand for video advertising and justify premium charges.
• Therefore, marketers must ensure that video ads are optimised for smartphone and tablet consumption, in order to maximise return on investment.