Advertising or brand promotion is a vital activity carried out by an organization to communicate its message to the target audience. Advertisement management solutions help monitor and analyze brand promotional activities in order to enhance brand communication. Earlier, advertisements were placed in print media, usually in magazines and newspapers. These had a limited target audience. Advent of internet has transformed the way a brand or an advertisement is communicated to the audience. Internet or World Wide Web (WWW) is a strong communication channel with vast target audience at comparatively cheaper costs. Organizations are increasingly adopting digital marketing strategies to achieve the desired marketing campaign outcomes. Advertisement management solutions streamline digital marketing processes and deliver personalized ads to the target audience by efficiently utilizing organizations’ marketing data. Furthermore, advertisement management solutions provide organizations with ad analytics, insights about advertisement reach. These solutions enable organizations to efficiently convey advertisements, and thereby improve sales without exceeding marketing budgets.
The global advertisement management solutions market is expanding at a rapid pace. Preference for online advertising over print ads and significant technological advancements in communication technologies are expected to drive the advertisement management solutions market during the forecast period. Substantial increase in time spent by consumers online across the globe is also anticipated to fuel the advertisement management solutions market in the near future. Online advertisements offer various advantages such as wide target audience, comparatively cheaper costs, and easy monitoring and tracking. Therefore, online advertisements are preferred over print ads. Adoption of 3G and 4G wireless communication technologies has been rising significantly in developing regions such as Asia Pacific and South America since the last few years. Proliferation of mobile phones, tablets, and other portable devices in these regions is leading to growth in video and audio content consumption on these devices.
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Thus, mobile advertising on these devices has been increasing at a rapid pace. This, in turn, is driving the adoption of advertisement management solutions. However, large numbers of users use ad blocking software on their browsers installed on the systems which restricts the ads showing up on the screen. This is estimated to be a major factor hampering the advertisement management solutions market. Nevertheless, high popularity of social media platforms including Facebook, YouTube, Instagram, Qzone, Twitter, and Reddit is projected to offer lucrative opportunities to the advertisement management solutions market during the forecast period.
The global advertisement management solutions market can be segmented based on component, end-use, and geography. Based on component, the advertisement management solutions market can be bifurcated into software and services. The software segment can be further divided into on-premise, cloud, and hybrid. The services segment can be further segregated into consulting, installation, and training. The cloud sub-segment of the software segment is likely to expand at a rapid pace due to the various advantages of cloud-based software deployment such as lower initial investment and anytime, anywhere availability. In terms of end-use, the advertisement management solutions market can be classified into hospitality, media and entertainment, education, financial services, retail, manufacturing, government, and others. Based on geography, the global advertisement management solutions market can be split into North America, South America, Europe, Asia Pacific, and Middle East & Africa. North America, especially the U.S., accounted for significant share of the global advertisement management solutions market in 2017 owing to the presence of large number of solution providers and expansion in the media and entertainment industry in the region.