Multi-Screen Advertising Market by Content Type (Static, Dynamic, Interactive), Platform (Television, Desktop/Laptop, Mobile/Tablet, Gaming Consoles), & Region for 2024-2031

Multi-Screen Advertising Market Valuation – 2024-2031

The demand for customized, targeted advertising across numerous platforms and the increasing use of mobile devices by advertisers are driving the rapid expansion of the multi-screen advertising market. This surge is being driven by an increase in media consumption on smartphones, tablets, and smart TVs, allowing advertisers to engage consumers more effectively through integrated campaigns that span multiple devices, improving audience reach and interaction while adapting to changing consumer behaviors and preferences in a digital-first world. According to the analyst from Verified Market Research, the multi-screen advertising market size is estimated to reach a valuation of USD 18.94 Billion By 2031 the forecast subjugating around USD 5.12 Billion valued in 2024.

Due to advertisers’ growing recognition of the value of reaching customers across a variety of platforms, such as smartphones, tablets, and smart TVs, the multi-screen advertising market is expanding rapidly. This trend is being driven by increased consumption of digital content and the need for cohesive advertising strategies that provide seamless, personalized experiences, allowing businesses to optimize their marketing efforts and engage audiences more effectively in an increasingly interconnected digital environment. It enables the market to grow at a CAGR of 19.60% from 2024 to 2031.

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Multi-Screen Advertising Market: Definition/ Overview

Multi-screen advertising is the technique of simultaneously providing advertising material across several devices and platforms, such as smartphones, tablets, laptops, and smart TVs, to reach consumers more effectively. Multi-screen advertising allows advertisers to construct cohesive, cross-channel campaigns that provide individualized, targeted messages to their target audience by capitalizing on the increased ubiquity of mobile devices and digital content consumption. This approach enables marketers to maximize audience reach, increase engagement, and establish a consistent brand presence across several devices. Multi-screen advertising is commonly used on social networking platforms, video streaming services, websites, and mobile apps, where advertisers can display textual, graphic, or video material adapted to the unique qualities of each platform and device.

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What are the Key Factors Supporting the Multi-Screen Advertising Market’s Growth?

The proliferation of mobile devices is fueling the rise of multi-screen advertising. According to the Pew Research Center, 85% of Americans have a smartphone in 2021, up from 35% in 2011. Also, the Global System for Mobile Communications Association (GSMA) predicts that mobile internet users will increase from 4.2 billion in 2020 to 5 billion by 2025. The increased adoption of mobile devices opens up new potential for advertising to contact customers across numerous displays.

The growing popularity of streaming services and smart TVs is transforming the multi-screen advertising landscape. According to Leichtman Research Group, 80% of US TV households have at least one linked TV device by 2020. According to the US Census Bureau’s 2021 data, 85% of households have a broadband internet subscription, which allows them to access streaming services. According to eMarketer, U.S. connected TV ad expenditure will reach USD 18.29 Billion in 2024, up from USD 8.11 Billion in 2020, demonstrating strong growth in this section of multi-screen advertising.

Furthermore, changing media consumption patterns, especially the trend of simultaneous multi-device use, are propelling the multi-screen advertising market. According to the Nielsen Total Audience Report, U.S. people spent an average of 11 hours and 54 minutes a day interacting with media in Q1 2020, including TV, TV-connected devices, radio, computers, cellphones, and tablets. According to Google’s research, 90% of users hop between devices to finish activities, with 98% doing so on the same day. This multi-device behavior opens up new chances for advertisers to engage customers across several platforms and devices.

What are the Challenges Influencing the Adoption of Multi-Screen Advertising?

The multi-screen advertising market confronts issues as advertising channels are fragmented across numerous displays and devices. Advertisers struggle to design cohesive and integrated campaigns across numerous screens, resulting in inefficiencies and difficulty reaching their intended audience.

Furthermore, the increased usage of ad blockers, as well as consumer concerns about ad fatigue, offer substantial barriers to the expansion of multi-screen advertising. Advertisers confront difficulties in getting their message to consumers who purposefully avoid or ignore adverts, which reduces the effectiveness of multi-screen advertising efforts.

Category-Wise Acumens

How does Enhanced User Engagement Drive the Demand for Dynamic Content?

According to VMR analysis, the dynamic segment is estimated to hold the largest market share during the forecast period. Dynamic content enables real-time updates and customization, which significantly increases user engagement. Advertisers can personalize messaging based on user activity, preferences, and demographics, resulting in more relevant and engaging adverts. This versatility improves the chances of catching consumer attention and generating interaction across different screens.

Dynamic content allows advertisers to use powerful data analytics and programmatic advertising strategies to more precisely target certain consumers. By evaluating user data across many platforms, advertisers can send targeted messages that appeal to specific customers, increasing conversion rates and overall campaign efficacy.

Furthermore, dynamic content is adaptable and may be smoothly integrated into a variety of platforms, such as social media, websites, and streaming services. This flexibility enables advertisers to keep a consistent brand message while customizing content for each device and platform, resulting in a seamless multi-screen experience that boosts brand awareness and consumer loyalty.

How Does the Increased Mobile Usage Propel the Mobile/Tablet Advertising?

The mobile/tablet segment is estimated to dominate the multi-screen advertising market during the forecast period. The rapid proliferation of smartphones and tablets has significantly boosted the amount of time people spend using them. As mobile internet usage grows, advertisers are capitalizing on the trend by launching tailored multi-screen campaigns that successfully reach audiences where they are most engaged, resulting in higher conversion rates and increased brand visibility.

Mobile devices enable sophisticated targeting through data analytics and user behavior tracking. Advertisers can use this data to provide users with targeted and relevant adverts based on their interests, geography, and online activity. This precision in targeting boosts engagement and efficacy, making mobile platforms the ideal option for multi-screen advertising.

Furthermore, the integration of advertising with popular social media platforms accessed mostly through mobile devices has increased the Mobile/Tablet segment’s dominance. As consumers increasingly interact with businesses via social media on mobile devices, advertisers can design seamless, engaging campaigns that promote user involvement and foster brand loyalty, enhancing their advertising impact.

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Country/Region-wise Acumens

How Does Rapid Growth in Smartphone Adoption in Asia Pacific Bolster the Market?

According to VMR analyst, the Asia Pacific region is estimated to dominate the multi-screen advertising market during the forecast period. The Asia Pacific region is experiencing an increase in smartphone use and mobile internet penetration, resulting in a large audience for multi-screen advertising. According to the GSMA’s Mobile Economy Asia Pacific 2021 report, the region will have 1.2 billion smartphone connections by 2025, accounting for 80% of all connections. According to the same research, the region’s mobile internet user base will increase from 2.7 billion in 2020 to 3.3 billion by 2025. This rapid increase in mobile connection gives advertisers an unparalleled opportunity to contact customers across many displays.

Furthermore, the Asia Pacific region is experiencing a huge shift toward digital video consumption, which is creating chances for multi-screen advertising. According to Media Partners Asia, online video advertising revenue in Asia Pacific is expected to increase from USD 30 Billion in 2020 to USD 52 Billion in 2025, at a 12% CAGR. According to the Boston Consulting Group, the OTT industry in India is predicted to reach USD 5 Billion by 2023, with a CAGR of 28.6% over 2018. The increasing increase in digital video consumption across numerous platforms is driving demand for multi-screen advertising solutions.

What are the Main Drivers Propelling the Multi-Screen Advertising Market in North America?

The North American region is estimated to dominate the multi-screen advertising market during the forecast period. The rising use of linked TVs and over-the-top (OTT) streaming services in North America is creating potential for multi-screen advertising. eMarketer predicts that by 2023, 82.9% of US households will have at least one connected TV device. The same source predicts that connected TV ad spending in the United States will reach USD 27.5 Billion by 2025, up from USD 14.44 Billion in 2021. The growth in connected TV usage and ad spending underlines the platform’s growing prominence in multi-screen advertising strategy.

Furthermore, North America, led by the United States, has the world’s greatest digital advertising spend, including multi-screen advertising. According to the Interactive Advertising Bureau (IAB), digital advertising revenues in the United States reached USD 189.3 Billion in 2021, up 35.4% from 2020. Mobile advertising, an important component of multi-screen campaigns, contributed to 70.4% of total digital ad revenue in 2021. According to the U.S. Bureau of Labor Statistics, employment of advertising, promotions, and marketing managers will expand by 10% between 2020 and 2030, faster than the average for all occupations, showing sustained expansion in the advertising business, especially multi-screen advertising.

Competitive Landscape

The multi-screen advertising market’s competitive landscape is characterized by rapid expansion and innovation, which is being driven by increased consumption of digital content across many devices. Advertisers are leveraging modern technologies like programmatic advertising, data analytics, and artificial intelligence to improve the targeting and effectiveness of campaigns.

Some of the prominent players operating in the multi-screen advertising market include:

• Alphabet, Inc.
• com, Inc.
• Meta Platforms, Inc
• Baidu, Inc.
• Tencent Holdings Ltd.
• Alibaba Group Holding Ltd.
• Samsung Electronics Co. Ltd.
• The Walt Disney Company
• Comcast Corporation
• Verizon Communications, Inc.

Latest Developments

• In July 2023, Google announced its latest multi-screen advertising platform, to assist businesses in reaching people across a variety of devices such as smartphones, tablets, and linked TVs. The platform uses Google’s superior targeting skills and data analytics to deliver tailored and relevant advertising to users, hence improving campaign efficacy and ROI.
• In September 2023, Netflix announced collaborations with top brands to produce new multi-screen advertising campaigns. The streaming giant will collaborate with these businesses to create integrated ad experiences that engage viewers across devices, providing advertisers with a unique opportunity to reach Netflix’s large and diversified audience.

Report Scope

Multi-Screen Advertising Market, By Category

Content Type:

• Static
• Dynamic
• Interactive

Platform:

• Television
• Desktop/Laptop
• Mobile/Tablet
• Gaming Consoles
• Others

Region:

• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

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