The Global Market for Cross-Platform Advertising is Projected to Reach US$89 Billion by 2020

Increasing Use of Internet-Enabled Smart Devices Spells Opportunity for Cross-Platform Advertising Market, According to a New Report by Global Industry Analysts, Inc.

GIA announces the release of a comprehensive global report on Cross-Platform Advertising. The global market for Cross-Platform Advertising is projected to reach US$89 billion by 2020, driven by the rising sales of web-enabled devices and increased availability of Internet services, which allows advertisers to retarget customers on multiple devices through same or similar ads.

Cross-platform advertising is one of the emerging trends in the digital marketing landscape, wherein advertisers use various Internet-enabled platforms such as smart TVs, laptops, tablets, and smartphones for broadcasting interactive ads. Apart from their ability to successfully reaching the target audience, cross-platform campaigns are an ideal way to optimize advertising and make them more effective. Cross-platform advertising offers added benefits as the format enables targeting, tracking, flexibility, interactivity and deliverability to the marketer, which is generally not possible through other types of advertising media. The growing base of Internet-enabled smart devices and the increased use of the same for entertainment, communication, shopping and information are fostering growth in the market. Growing consumer tendency to use multiple devices at a given time and rising ownership of web-enabled mobile devices, specifically smartphones and tablets, are translating into significant opportunities for advertisers and brand owners. With most of the users constantly shifting between multiple screens to access online content, there is significant growth potential for advertisers to retarget the same user through cross-platform advertising.

In the coming years, cross-platform advertising is expected to continue gaining widespread acceptance as marketers increasingly focus on making their brands more visible as well as accessible through multiple platforms. Growing popularity of advertising formats that are personal, specific and precisely targeted is expected to spell opportunities for cross-platform advertising. While rising sales of advanced mobile devices present immense potential for cross platform advertising, market growth is also favored by the continuous advancements in 3G and 4G network technologies and growing penetration of Internet services that enable consumers to access a wide variety of online activities over mobile devices.

As stated by the new market research report on Cross-Platform Advertising, Asia-Pacific represents the largest and the fastest growing market worldwide. The growth in the region is driven by growing population, expanding middle class with rising disposable income, changing media consumption habits, growing popularity of Internet-based activities such as online shopping, spiraling sales of Internet-enabled mobile devices, growing number of Internet users, and penetration of 3.5G and 4G networks.

Major players covered in the report include 4INFO Inc., Amobee Inc., AOL Inc., Apple Inc., Atlas Solutions Inc., Drawbridge, Microsoft Advertising, Millennial Media, PubMatic, RhythmOne, Sizmek, Tapad Inc., Yahoo Inc., among others.

The research report titled “Cross-Platform Advertising: A Global Strategic Business Report” announced by Global Industry Analysts Inc., provides a comprehensive review of market trends, issues, drivers, mergers, acquisitions and other strategic industry activities of global companies.  The report provides market estimates and projections in US$ Million for all major geographic markets such as the US, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia, and Rest of Europe), Asia-Pacific (Australia, China, India, South Korea, and Rest of Asia-Pacific), Latin America (Brazil, Mexico, and Rest of Latin America), and Rest of World.