The global banner advertising market size was valued at USD 60.94 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 4.6% from 2021 to 2028. The increasing popularity of digital advertising tools among various sectors to offer information about their companies and products is expected to accelerate the market growth. Moreover, banner advertisement is a widely used form of digital advertising owing to its effectiveness in shaping consumers’ engagement in the advertised brands and products, which, in turn, will propel the market growth. The growing internet penetration rate and changing consumer behavior in developed and developing economies are accelerating the market growth. Additionally, the rising number of smartphone users across the globe is a significant factor for the growth of the market over the last few years.
Moreover, the eye-tracking technique includes discount rate, effects of gender, and brand familiarity on the visual attention to banner elements, which is expected to accelerate the market growth. Technological developments and advancements in big data analytics, machine learning, and artificial intelligence have allowed the identification of potential customers and delivery of customized advertising content, which may accelerate the market growth over the forecast period. However, the shorter life span of advertisements and the higher overlooking chance of banner advertisements are limiting the market growth.
Rising urbanization and growing disposable income across the developing economies are propelling the market growth. Additionally, the increasing spending on programmatic digital advertising is expected to accelerate the market growth over the upcoming years. Furthermore, the rising youth population in emerging countries like India and China and the higher acceptability of online channels as compared to offline channels are driving the market demand.
The changing consumer viewing behavior and marketing content revolving around personalization is expected to accelerate the market growth over the forecast period. However, the strict government regulations regarding data security and privacy, such as General Data Protection Regulation (GDPR) in Europe, continue to hinder the market growth. This has a significant impact on the collection, storage, and usage of customer data for delivering modified advertising content as per the customer.
The mobile segment captured the largest revenue share of over 55.0% in 2020. The rising penetration rate of reasonable smartphones and the growing trend among the consumers to gain access to content according to their convenience are projected to fuel the growth of this segment. Furthermore, advertisers are allowed to access mobile phone locations offered by the service provider to understand demographic trends of a region, this allows advertisers to engage in banner advertisement practice specific to viewing patterns of people in a particular area, thus driving the market.
The desktop segment is expected to register the second-fastest CAGR of 2.8% from 2021 to 2028. Changing lifestyles and preferences among the consumers are the major reasons behind the shifting from traditional advertising platforms like newspapers to digital platforms, which is expected to accelerate the market growth. Moreover, the general trend among the users to access the desktops and laptops for educational and business purposes as well as professional usages due to better viewing experience is encouraging the advertisers to adopt desktop channels for adverting purposes.
The rich media ads segment held the largest revenue share of more than 40.0% in 2020. The product allows a greater degree of creativity, flexibility, and a higher level of viewer engagement, thus a number of brands are turning towards rich media ads, which, in turn, is accelerating the market growth. For instance, studies have observed that rich media ads have 297% more viewers than other advertisements.
The video banner ads segment is expected to register the fastest CAGR of 5.5% from 2021 to 2028. Video banner ads have higher engagement as users are more likely to remember the content and brand, thus propelling the growth of this segment. Furthermore, the rising internet penetration rate across the globe is a major factor for the segment growth. Moreover, customizable links to drive social engagement and increase social signals for various companies’ brands are accelerating the segment growth.
North America held the largest revenue share of over 35.0% in 2020 due to the increasing mobile penetration rate and high adoption of tablets. Furthermore, consumers of the U.S. and Canada tend to be the early adopters of emerging solutions and technologies, thereby accelerating the market growth. Moreover, the presence of well-established corporations and a large number of global retailers are accelerating the growth of the market in this region.
Asia Pacific is expected to register the highest CAGR of 5.1% from 2021 to 2028. This can be credited to the increased spending on banner advertising in emerging countries like China, India, and Japan owing to the large consumer base. Moreover, the massive penetration of smartphones and the internet in Asian countries is expected to accelerate the market growth. Furthermore, the increasing popularity of the online channel among the youth is projected to boost the market growth over the forecast period.
The market is characterized by the presence of various established players across the globe, coupled with numerous small and medium players. Companies are focusing on launching new functions to meet consumers’ expectations by offering a trending banner advertisement formats. Moreover, vendors are expanding their reach across the globe with innovative business models. Such initiatives are expected to boost the adoption rate of the products among consumers. Some prominent players in the global banner advertising market include: -
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Report Attribute |
Details |
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Market size value in 2021 |
USD 63.55 billion |
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Revenue forecast in 2028 |
USD 87.14 billion |
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Growth Rate |
CAGR of 4.6% from 2021 to 2028 |
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Base year for estimation |
2020 |
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Historical data |
2017 - 2019 |
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Forecast period |
2021 - 2028 |
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Quantitative units |
Revenue in USD million/billion and CAGR from 2021 to 2028 |
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Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
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Segments covered |
Type, platform, region |
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Regional scope |
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa |
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Country scope |
U.S.; Germany; U.K.; France; China; India; Japan; Brazil; South Africa |
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Key companies profiled |
Google AdSense; Taboola; Airpush; Leadbolt; Epom; Adknowledge; ExoClick; HilltopAds; PropellerAds |
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Customization scope |
Free report customization (equivalent up to 8 analysts’ working days) with purchase. Addition or alteration to country, regional & segment scope. |
This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2028. For the purpose of this study, Million Insights has segmented the global banner advertising market report on the basis of type, platform, and region:
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