skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


This report examines five key trends that will shape the advertising market over the next five years, assesses the impact these will have on players across the TMT sector, and provides recommendations for how players should respond.


  • The rising share of digital – particularly of incumbent digital players including Google, Facebook, and Chinese tech giants – is driving significant change across the entire advertising ecosystem. Traditional media companies must evolve to adapt to this new competitive dynamic and protect their ad revenue streams.

Features and Benefits

  • Examines the future impact of five key advertising trends across consumption, competition, business models, geographies, and technologies.
  • Provides a short-term (0–1 years), mid-term (2–3 years), and long-term (3–5 years) view of how each advertising trend will unfold.

Key questions answered

  • Why and how will concerns over privacy continue to be a driving force in the advertising market to 2023?
  • What impact are Google, Facebook, and other tech giants having on the advertising market, and how should traditional players respond?
  • How will traditional advertising fare amid a growing digital sector to 2023?
  • What role will AI assistants play in the advertising market to 2023?
  • Which developments in consumer technology will have the biggest impact on advertising to 2023?

Table of contents


  • Introduction
  • Download 1: The Road to 2023: Advertising

Recommended Articles

  • Consumer & Entertainment Services

    Digital Consumer 2030: Devices and Technology

    By Ronan De Renesse 17 Jan 2020

    2020 marks the start of a new decade where advanced technologies such as AI, 5G, and foldable displays will become omnipresent. This report identifies and analyzes seven key 2030 predictions for devices and technology.

  • Consumer & Entertainment Services

    Digital Consumer 2030: Services and Content

    By Ronan De Renesse 16 Jan 2020

    2020 marks the start of a new decade where OTT services will become omnipresent and highly customised to each individual. This report identifies and analyzes eight key predictions for services and content.

  • Consumer & Entertainment Services

    5G FWA and the connected home

    By Michael Philpott 16 Jan 2020

    FTTH plus 5G FWA could remove the need for copper wires in the access network for the first time. However, efficient customer onboarding is essential to any broadband business case and 5G FWA complicates the self-installation process.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now