Rising Consumer Data Privacy Concerns and the Impending Implementation of the California Consumer Privacy Act will Impact the Digital Advertising Market in the US: Ken Research

• The introduction and adoption of 5G Internet Technology is expected to be the prime growth driver for the digital advertising market in the country in the future. Improved internet infrastructure and faster speed will drive the shift towards online advertising, especially on mobile mediums.
• The expenditure on digital advertising is expected to increase as the internet and smart phone penetration increases. Advertisers from Retail, FMCG, Financial Services and Pharmaceuticals are expected to show massive growth over the forecasted period 2019-2025.
• Video and audio advertising are expected to witness major growth, out of all the types of ad formats over the forecast period 2018-2025. This would be facilitated by the introduction of 5G internet and the shift towards more interactive ad formats away from static banner ads.

Rising Data Privacy Concerns: The rise of data-driven advertising and the sheer amount of consumer data available with publishers from browsing to purchase history has raised concerns in the US about how their information is being shared online and monetized. The California Consumer Privacy Act, which will be implemented from January 2020, is a result of this conundrum and will grant consumers the right to protect their personal information online. The mounting worry around data privacy is likely to compel other states follow suit, which will drastically impact the programmatic digital advertising, which works primarily on consumer data.
Technological Advancement: The introduction of 5G internet technology in the near future is expected to be one of the major growth drivers for the digital advertising market in the US, as data will be processed and exchanged at much higher speeds. Faster mobile internet speed will improve the mobile video viewing experience and will lead to increased expenditure on video advertising. New creative ad formats are also expected to be introduced, especially on mobile devices, making digital advertising more interactive. The rising adoption of latest technologies such as Artificial Intelligence, Machine Learning, Big Data, Augmented and Virtual Reality is also expected to transform the digital advertising space in the country.
Growth of Social Media: The inclining number of social media users is expected to lead to higher advertising expenditure on social media platforms. The introduction of new social ad formats such as Shoppable posts & feeds in Instagram and other social media channels are likely to propel the social media advertising in the country. The rise of social video platforms such as TikTok and Firework in the US is also expected to positively impact the digital advertising market by 2025.
Analysts at Ken Research in their latest publication “US Online Advertising Market Outlook To 2025 – By Medium (Mobile and Desktop), By Type (Search, Social Media, Display, Video, Search, Audio and Others), By Sectors (Retail, Automotive, Financial Services, Telecommunications, Leisure Travel, Consumer Packaged Goods, Electronics & Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), By Pricing Model (Performance, CPM and Hybrid) and By Ad Buyers (Direct and Agencies)” believe that the introduction of 5G internet technology, new advertising formats, adoption of latest technologies such as Artificial Intelligence, Augmented & Virtual Reality and growth of digital advertising by e-retailers are going to drive the US Online Advertising Market space in the future. The market is expected to register a double digit positive CAGR of 13.3% in terms of advertisement expenditure during the forecast period of 2018–2025F.

For more information on market research report, please refer to the link below:
https://www.kenresearch.com/media-and-entertainment/advertising/us-online-advertising-market-outlook-2025/274276-94.html

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
o Facebook
o Instagram
o Others
 Search Advertising
o Google
o Yahoo & Bing
o Amazon
o Others
 Video Advertising
o YouTube
o Others
• Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure), 2013-2018
 Social Media Advertising
o Mobile
o Desktop
 Video Advertising
o Mobile
o Desktop
 Search Advertising
o Mobile
o Desktop
 Audio Advertising
o Mobile
o Desktop
 Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
o Mobile
o 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
• US Online Advertising Market Introduction (Historical Evolution, Overview, Genesis, Business Cycle)
• US Online Advertising Market Size, 2013-2018
• US Online Advertising Market Segmentation, 2013-2018
• SWOT Analysis of US Online Advertising Market
• Growth Drivers, Trends and Developments in US Online Advertising Market
• Issues and Challenges in US Online Advertising Market
• Regulatory Framework in US Online Advertising Market
• Customer Profiling in US Online Advertising Market
• Case Studies Covered in US Online Advertising Market
• Competitive Landscape in US Online Advertising Market
• US Online Advertising Market Future Outlook and Projections, 2019-2025F
• Analyst Recommendations

Related Reports
https://www.kenresearch.com/media-and-entertainment/advertising/russia-online-advertising-industry/242386-94.html

https://www.kenresearch.ae/media-and-entertainment/advertising/malaysia-online-advertising-market-outlook/231940-94.html

https://www.kenresearch.com/media-and-entertainment/advertising/taiwan-online-advertisement-outlook/246531-94.html

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