The global cloud advertising market size is expected to grow at a Compound Annual Growth Rate (CAGR) of 19.6% during the forecast period, to reach USD 6.7 billion by 2026 from USD 2.7 billion in 2021. Major factors that are expected to drive the growth of the cloud advertising market include increasing adoption of cloud services, growing need for targeted marketing and consumer analytics, and better return on investment and cost optimization.
The market is expected to be driven by increasing adoption of cloud services
With the onset of the COVID-19 pandemic, lockdowns were imposed in different regions of the world, and people were forced to stay at home. This led to an increase in demand for cloud services as people were working from home. This scenario also acted as a catalyst for the growth of cloud advertising as the industry faced new changes in terms of digital advertising. Digital advertising has gained a lot of traction in the past few years as the demand for digital media surged constantly. This surge in digital media consumption created new opportunities for end users to generate more revenue via cloud advertising. This advancement in the digital advertising space creates new opportunities for cloud advertising.
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Better Return on Investment (RoI) and cost optimization
Cloud advertising vendors provide products and services that can help SMEs and large enterprises to target the most suitable audience according to their tastes and preferences. By targeting the most suitable audience, end users can improve their RoI compared to traditional advertising and can optimize their costs in the same budget. Targeting the exact audience looking for their products and services can also help SMEs to increase their revenue as there would be better chances of conversion. Cloud advertising products and services are gaining more traction from SMEs as they help generate more revenue with a better return on investment. This is further expected to drive the demand for cloud advertising.
The cloud advertising market report includes major vendors, such as are Adobe (US), Oracle (US), Salesforce (US), Google (US), IBM (US), SAP (Germany), Acquia (US), Demandbase (US), Experian (US), Kubient (US), FICO (US), HubSpot (US), Imagine Communications (US), InMobi (India), Marin Software (US), Sitecore (US), MediaMath (US), Nielsen (US), PEGA (US), and Sailthru (US). The major players in the cloud advertising market have implemented various growth strategies to expand their global presence and increase their market shares. Key players such as Adobe, Oracle, Salesforce, Google, and IBM have majorly adopted many growth strategies, such as new services and product launches, acquisitions, and partnerships, to expand their product portfolios and grow further in the cloud advertising market.
Adobe is one of the leading providers of multimedia and digital marketing software products. The company offers its products and services to enterprise customers through multiple touchpoints, including offline modes such as salesforce and local field offices. It also has a vast online presence as it offers its licensed products through mobile applications and websites. Its distribution system includes VARs, SIs, Independent Software Vendors (ISVs), retailers, software developers, and OEMs.
Adobe offers its products and services through three segments: digital media, digital experience, and print and publishing. Under the digital media segment, the company offers extensive cloud-based platforms, such as Adobe Creative Cloud, providing users access to its creative products, such as Photoshop, Illustrator, Premiere Pro, and Adobe XD. This segment also includes the company’s Adobe Document Cloud Business that is based on its Acrobat products, such as Adobe Acrobat and Adobe Reader. Under the digital experience segment, the company offers customer solutions to help businesses work on customer attraction, retention, and engagement. For this, it offers the Adobe Experience Cloud, which provides a plethora of solutions such as analytics, targeting, advertising optimization, digital experience management, marketing automation and engagement, content management, order management, and predictive intelligence. Under the print and publishing segment, the company offers products such as Adobe PostScript and Adobe PDF, which enable users to cater to diverse market opportunities, including eLearning solutions, technical document publishing, web conferencing, document and forms platform, web application development, and high-end printing.
Salesforce provides cloud computing solutions to various enterprises. It increasingly focuses on CRM. Salesforce also offers digital DXP to businesses of all sizes in different verticals. Customers and developers can create, integrate, and run their applications over these. The applications designed and developed by the company are easy to use. It also offers intuitive solutions, which can be deployed, customized, and integrated with other software applications. The company offers its services on a subscription basis, primarily through its direct sales and indirectly through partners. Salesforce caters to various verticals, such as automotive, financial services, life sciences, manufacturing, communications, healthcare, retail, media, and the public sector. The company has its presence in more than 25 countries across the Americas, Europe, and APAC.
The company offers Advertising Studio under its Marketing Cloud CRM. The Advertising Studio helps in integrating digital advertising with marketing and CRM data to build personalized customer experiences. It helps in harnessing customers by reaching audiences at scale, activating data across different platforms, and targeting audiences on their preferred channels. It also assists in integrating advertising with the rest of the marketing, sales, and customer services. Advertising Studio helps clients generate more leads and optimize Google search.
Imagine Communications was founded in 1922 and is headquartered in Texas, US. It is a leading provider of media technology and aims to help media companies make and monetize TV. Imagine Communications offer scalable, software-based solutions that make it easy for the world’s leading media companies to deliver TV everywhere and provide a seamless migration path to the more efficient delivery platforms of tomorrow. It is the first broadcast video server to support 1080p and provided the first HD instant replay for the NFL.
IBM is a leading cloud platform and cognitive solutions company. Its major operating sector consists of five business segments: cognitive solutions (AI), global business services, technology services and cloud platforms, systems, and global financing. IBM focuses on strengthening its product portfolio by launching new and advanced solutions in these sectors. It helps customers streamline business processes and enhance data-driven decision-making capabilities. It offers a broad product portfolio that includes Analytics, Intelligent Automation, Cloud Computing, Blockchain, Business Operations, IT Infrastructure, Mobile Technology, Security, Software Development, and Supply Chain Management. As of December 2020, the company had 345,000 employees.
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IBM offers its Watson Advertising solution that provides products such as Accelerator, Conversations, Predictive Audience, Social Targeting with Influential, The Weather Channel, and Weather Targeting. It is an AI-powered advertising solution that allows users to optimize their advertising efforts by using machine learning to their advantage. Artificial intelligence helps in making automated decisions in regard to targeting, spend, visual elements, and more to drive better performances for ads. The IBM Watson Advertising Accelerator continuously learns and predicts the optimal combination of creative and copy elements with machine learning; helping drive high engagement and conversion rates for given audiences.
IBM caters to various verticals, including automotive, telecommunications, financial services, health, aerospace and defense, insurance, life sciences, and retail. It nurtures an ecosystem of global business partners operating in more than 170 countries. IBM research constitutes the largest industrial research organization in the world, with 12 labs across six continents spread across the Americas, Europe, MEA, and APAC.
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