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With digital advertising revenues set to increase by more than $100bn to $323bn between 2017 and 2022, further opportunities, threats, and challenges will arise across the value chain over the next five years.


  • Digital – particularly mobile – advertising will be a core driver of consumer digital service revenues to 2022. Having already surpassed TV advertising in 2015, digital advertising revenue will surpass revenue from premium OTT video, smart home services, and VR content combined.

Features and Benefits

  • Reveals the key trends and drivers in the digital advertising market.
  • Identifies which digital advertising segments offer the greatest prospects for revenue growth on a global basis.

Key questions answered

  • How can players across the TMT value chain benefit from growth in digital advertising revenue over the next five years?
  • How big is the digital advertising revenue opportunity in comparison to other consumer digital revenue streams and traditional media advertising?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Digital advertising will be a core driver of consumer digital service revenues to 2022

  • Digital advertising will overtake spend on traditional consumer ads in 2021 as mobile becomes a core revenue driver
  • Digital advertising is a bigger revenue opportunity than premium OTT video, smart home services, and VR content combined
  • Recommendations

Video ads will be a growth driver but challenges remain

  • Intrusive ads threaten to burst the video ad bubble
  • Mobile video is a core component of digital advertising growth
  • TV advertising will continue to dominate video-related ad spending
  • Recommendations

Social networks and messaging platforms will drive mobile display revenue

  • Social platforms are driving mobile display revenue in emerging markets
  • Facebook turns to long-form video to tap TV and YouTube ad dollars
  • Recommendations

Mobile search will realize its potential as new pockets of competition emerge

  • Mobile paid search set to drive digital ad revenue to 2022
  • Social media and messaging apps emerging as new competitors in paid search
  • Smart speakers and digital assistants create new opportunities and challenges in paid search
  • Recommendations

Data-driven advertising will be key in an omni-platform world

  • Moving from cross-device to identity-focused targeting
  • Reliable measurement crucial to drive up ad inventory value and advertiser trust
  • Recommendations


  • Methodology
  • Further reading
  • Author

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