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Definición del mercado
in-scope / out-of-scope
Informes
  • Ad spending in the Search Advertising segment is projected to reach €1,147m in 2020.
  • Ad spending is expected to show an annual growth rate (CAGR 2020-2025) of 7.1%, resulting in a market volume of €1,614m by 2025.
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Search Advertising, also called Search Engine Advertising (SEA) or Paid Search Advertising, describes advertisements that are displayed on search result pages above or next to organic search results. These advertisements are usually text-based but can be displayed as images where applicable.

Sponsored links and keyword advertising are also part of Search Advertising which can be targeted on local or keyword-related factors.

Google Ads is currently the biggest provider of Search Advertising on the market.

Not included are revenues generated through Search Engine Optimization (SEO).
in-scope
  • Search Engine Advertising (SEA)
  • Keyword advertising
  • Sponsored links
out-of-scope
  • Search Engine Optimization (SEO)
Digital Advertising Report 2020 - Search Advertising

Digital Advertising Report 2020 - Search Advertising

Statista Digital Market Outlook - Segment Report
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Ad Spending (2020)
+2,2% yoy
€1,147m
Average Ad Spending per Internet User (2020)
+0,6% yoy
€29.88

Ad Spending Spending Development

en el mercado Search Advertising en million € en percent

Descripción Ad spending in the Search Advertising segment is projected to reach €1,147m in 2020. Descripción The Search Advertising segment is expected to show a ad spending growth of 15.6% in 2021.

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  • Ad Spending
  • Spending Development
Información

Ad spending:

The “Ad Spending” box shows the forecasted development of the selected market (market segment, region) for each year.


Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

Puede ver la definición y una explicación detallada del mercado aquí.
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Average Ad Spending per Internet User

en el mercado Search Advertising en €

Descripción The average ad spending per internet user in the Search Advertising segment is projected to amount to €29.88 in 2020.

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Información

Average Ad Spending per Internet User:

This box shows the average ad spending per internet user of the selected market (market segment, region) for each year.

Puede ver la definición y una explicación detallada del mercado aquí.
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Analyst Opinion

Although Search Advertising seems to have become a traditional method of Digital Advertising, Chinese eCommerce platforms have proved that its full potential has not been used yet. Many platforms now offer advertisers to pay for personalized search results within their online stores’ own search engines. This advertising method will become even more relevant on mobile devices and is already creating whole new revenue streams for eCommerce platforms.

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Market share

en el mercado Search Advertising en percent

Descripción The market share of Google amounts to an estimated 85% of the Search Advertising segment and the selected region in 2019.

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Información

Market Share:

To estimate market shares for the most important companies in the respective market/segment for 46 countries for the year 2019, annual reports of the most relevant key players are analysed. Global/regional datasets are broken down on a country level via webtraffic data and other methods. Values are always rounded to 5% steps. Market shares below 5% are attributed to the category “Other”.

Puede ver la definición y una explicación detallada del mercado aquí.
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Global Comparison

en el mercado Search Advertising en million €

Descripción With a projected market volume of €48,900m in 2020, most ad spending is generated in the United States.

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Top 5
1. United States
2. China
3. United Kingdom
4. Japan
5. Germany
13. Spain
Información

Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

Puede ver la definición y una explicación detallada del mercado aquí.
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Key Market Indicators

The following Key Market Indicators give an overview of the social and economic outlook of the selected region and provide additional insights into relevant market-specific developments. These indicators, together with data from statistical offices, trade associations and companies serve as the foundation for the Statista market models.

201720182019202020212022202320242025 CAGR
(2017-2025)
Population en m
Number of individuals (all ages) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
0-14 years en m
Number of individuals (age 0-14) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
15-24 years en m
Number of individuals (age 15-24) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
25-34 years en m
Number of individuals (age 25-34) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
35-44 years en m
Number of individuals (age 35-44) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
45-54 years en m
Number of individuals (age 45-54) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
55+ years en m
Number of individuals (age 55 and older) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
Consumer spending, per capita (current prices)
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages
Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco
Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear
Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing
Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household
Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health
Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport
Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication
Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture
Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education
Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels
Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other
Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication
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Mobile subscriptions per 100 capita
The indicator shows the number of subscriptions (per 100 capita) to the Public Switched Telephone Network (PSTN) using cellular technology. Included are only subscriptions that also allow voice communication, pure data and M2M (machine to machine) connections are not included. | Source: Statista, based on ITU, trade assocations and national regulatory institutions
Broadband subscriptions per 100 capita en #
The indicator shows the number of-fixed broadband subscriptions per 100 inhabitants in the selected region. | Source: Statista, based on ITU
Average connection speed en Mbits/s
Estimated average internet connection speed in Mbits/s | Source: Statista
Smartphone penetration en %
Estimated share of the total population using a smartphone | Source: Statista
Internet users en m
Number of people in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Smartphone users en m
Estimated number of persons using a smartphone in the selected region | Source: Statista
Mobile broadband connections, total en m
Total number of active mobile broadband connections in the selected region | Source: Statista
2G Coverage (Index, 100=most developed country)
Indexed coverage of selected region with 2G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA
3G Coverage (Index, 100=most developed country)
Indexed coverage of selected region with 3G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA
4G Coverage (Index, 100=most developed country)
Indexed coverage of selected region with 4G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA
Mobile download speeds (Index, 100=most developed country)
Indexed average mobile download speeds (100=most developed country) | Source: Statista, based on GSMA
Mobile upload speeds (Index, 100=most developed country)
Indexed average mobile upload speeds (100=most developed country) | Source: Statista, based on GSMA
Hardware market
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Per-capita volume laptops en units
Average per capita sales of laptops and tablets in units | Source: Statista Consumer Market Outlook
Per-capita revenue laptops
Average revenue of laptops and tablets per capita | Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs en units
The indicator shows the estimated average per capita sales of Desktop-PCs in units. | Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs
The indicator shows the estimated average revenue of Desktop-PCs per capita. | Source: Statista Consumer Market Outlook
Per-capita volume mobile phones en units
The indicator shows the estimated average per capita sales of mobile phones in units. | Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones
The indicator shows the estimated average revenue of mobile phones per capita. | Source: Statista Consumer Market Outlook
Social media usage
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Social media penetration en %
The indicator shows the estimated share of the total population in the selected region that uses social media sites and applications regularly (at least once a month). The data is based on surveys as well as user penetration estimates of the major social platforms. | Source: Statista, based on national and international statistical offices, company filings, traffic and press analysis
Households en m
The indicator shows the total number of private households in the selected region. Households denote residential communties of people living and keeping house together. Business facilities as well as institutional housholds (like unversity dormitories or retire homes) are not counted as households. | Source: Statista, based on national and international statistical offices
GDP, per capita (current prices)
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: Statista, based on IMF, World Bank, European Commission, OECD, ADB
Internet penetration en %
Estimated share of the total population in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Fuente: Statista, noviembre 2020
Fuente: Statista, noviembre 2020, based on IMF, World Bank, UN and Eurostat

Methodology

The Digital Advertising market builds on top-down modeling based on the location’s economic power as measured by its Gross Domestic Product (GDP). Furthermore, we rely on market data from independent databases and third-party sources, the analysis of various key market and macroeconomic indicators, historical developments, current trends, and the reported performance indicators of the key market players. The Search Advertising segment is divided into the categories Desktop and Mobile. The Digital Advertising market only covers ad spending by businesses (B2B).

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Tailored to your search demands

For the Search Advertising market, our analysts create reports with detailed comparisons and important background information. Get an overview of trends and key players and consult comparisons of the focus regions USA, China, and Europe.

  • All the important data on the Search Advertising market, including market size, forecasts, and regional comparisons
  • Consumption data, deep dives, and trends
  • Information about key players and insights about start-ups

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