The global multi-screen advertising market is predicted to reach USD 20.63 billion in 2024 and USD 51.45 billion by 2032, growing at a CAGR of 12.1% during the forecast period.
This is due to the increased consumption of the internet, which is about 26% per day from 19% per day. The average use of the internet per day is 122 minutes via internet browsers and apps, and the time spent online increases every 10 minutes. The multi-screen advertising market is projected to grow during the calculated period due to the increased screen time of consumers.
Nowadays, all digital electronic devices, such as mobile phones, tablets, gaming consoles, and televisions, are connected. People can connect their gaming consoles to their televisions and play a video game. They record their game on their mobile phones and update their status on social media on their tablets. People can connect their laptops to their televisions and watch a movie while ordering groceries on their mobile phones. There are no more limitations for using a single screen and struggling to keep track of all the data inputted.
Many companies in this industry use big data for advertising, which is called target advertising. In this type of advertisement, your device analyzes your interest in a product or service and recommends brands that offer what you want. This helps reduce the advertisement and marketing costs for the end-users.
In addition, with the increased usage of mobile phones, which means more on-screen time, the chances of looking at the advertisement are higher, creating a positive impact on the market. The driver for this market is increasing brand awareness and attracting companies to the multi-screen advertising market. Multi-screen advertising is cost-efficient compared to traditional methods, such as posters and billboards, which are costly and time-consuming.
The advertisement is not limited to one single format or space. They can be advertised through both videos and pictures. And the results of customer acceptance can be viewed immediately. Moreover, multi-screen advertising helps a company get a global reach and is no longer restricted to a specific area.
The restraints of multi-screen advertising are that a company cannot force its target audience to look at the advertisement, as the device is in the control of the customer. The customer could skip the video or scroll down the post within a fraction of a second, and with the increased number of ad blockers, it is difficult for the companies to promote their products.
To advertise on any social media company or TV channel, the end-user is supposed to book a slot and is only allowed to advertise during that period. If they choose the wrong slot, for example, an advertisement for the latest video game that attracts middle school students is advertised at 11 a.m. when the student is in school, which is a loss of money.
A brand cannot completely justify the need for the product with the amount of time available to attract the customer due to the lack of ad space. This creates a negative impact on the multi-screen advertising market. Another setback is the increased use of ad blockers that block advertisements from popping up on the screen.
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REPORT METRIC |
DETAILS |
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Market Size Available |
2023 to 2032 |
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Base Year |
2023 |
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Forecast Period |
2024 to 2032 |
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CAGR |
12.1% |
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Segments Covered |
By Product Type, Platform, Type of Content, and Region |
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Various Analyses Covered |
Global, Regional, & Country Level Analysis, Segment-Level Analysis, DROC, PESTLE Analysis, Porter’s Five Forces Analysis, Competitive Landscape, Analyst Overview on Investment Opportunities |
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Regions Covered |
North America, Europe, APAC, Latin America, Middle East & Africa |
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Market Leaders Profiled |
Sky Mobile (United Kingdom), Orange SA (France), Alphabet Inc. (United States), Microsoft Corporation (United States), Netflix Inc. (United States), Roku Inc. (United States), Amazon.com (United States), AT&T Inc (United States), NTT DoCoMo Inc. (Japan), Verizon Wireless (United States), Huawei (China), ZTE (China), Concurrent (United Kingdom), aQuantive (United States), and 10+ Inc. (United States) and Others. |
The mobile and tablet segment is anticipated to rule the global multi-screen advertising market during the forecast period. This is mainly due to the increased use of mobile phones and tablets and also growing content consumption on these devices. With the usage of these devices, the market can find the location of their target consumer and spread brand awareness. Due to the repetition of ads, the consumer would be curious to click on the link, and this creates a brand association. Companies use a type of advertising called target advertisement, which helps provide a more established form of advertising on mobile phones and tablets. Most device holders have an account ID, which is used by social networkers of companies such as Facebook and Twitter, which will help the companies track and understand what a device holder needs according to their search. The advertisements would pop up accordingly, recommending the target audience to a specific device they could be willing to purchase and want to know about. Many premium e-commerce sites such as Amazon, Flipkart, and eBay use this to attract customers.
North America is projected to lead the global multi-screen advertising market by region during the outlook period. This is mainly because major companies such as Google, Amazon, and Facebook are located in this region, which is giving them a boost in the advertising market. Countries such as Canada are spending more than US$ 9500 Million on advertising. Companies in this region are willingly accepting the new technology and are adapting to it. Reduced costs with advanced technology that brings more reach to the targeted audience of the companies is driving the multi-screen advertising market in North America. The increased use of electronic devices such as smartphones, tablets, laptops, and many more are generating a new platform for end-users to advertise, creating huge growth potential for development in the global multi-screen advertising market.
Sky Mobile (United Kingdom), Orange SA (France), Alphabet Inc. (United States), Microsoft Corporation (United States), Netflix Inc. (United States), Roku Inc. (United States), Amazon.com (United States), AT&T Inc (United States), NTT DoCoMo Inc. (Japan), Verizon Wireless (United States), Huawei (China), ZTE (China), Concurrent (United Kingdom), aQuantive (United States), and 10+ Inc. (United States).
Orange SA, located in France in May of 2019, announced its acquisition of SecureLink at the price of EUR 515 million. In 2018, SecureLink was one of the topmost cybersecurity service providers in all of Europe and also had a strong presence in regions such as the United Kingdom, Belgian, Germany, Nordic countries, and Dutch, it had a market value of EUR 248 Million before Orange SA signed the agreement for owing 100% of SecureLink. By acquiring the topmost cybersecurity service providers, Orange SA has been leading the industry and is expected to account for 75% of the market share.
Microsoft Corporation, located in the United States, acquired Express Logic, a maker leader of real-time operating systems (RTOS), in April 2019. For its revolutionary technology of the Internet of Things and edge devices powered by microcontroller units (MCU), Express Logic’s ThreadX Real-Time Operating Systems was one of the highest deployed ROTSs, with over 6.2 billion deployments.
By Product Type
By Platform
By Type of Content
By Region
Frequently Asked Questions
The rise of digital streaming platforms is significantly impacting the multi-screen advertising landscape by providing advertisers with opportunities to reach audiences across multiple devices. This shift is driving advertisers to allocate more of their budgets towards digital channels, including over-the-top (OTT) platforms, streaming services, and social media platforms.
Advancements in technology, particularly AI and machine learning, are revolutionizing multi-screen advertising by enabling more precise targeting, dynamic content optimization, and real-time campaign adjustments. These technologies empower advertisers to deliver personalized and relevant content to audiences across multiple screens, enhancing engagement and ROI.
Some emerging trends include the rise of connected TV (CTV) advertising, interactive and immersive ad formats, the integration of e-commerce capabilities into advertising channels, and the growing importance of first-party data and identity resolution solutions for targeting and measurement.
Traditional media channels such as television, print, and radio are adapting to the shift towards multi-screen advertising by offering integrated cross-platform solutions that combine their traditional reach with digital capabilities. Many traditional media companies are investing in digital transformation initiatives and partnerships to remain competitive in today's multi-screen advertising landscape.
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