Research Methodology – Digital Advertising Market
At Straits Research, we adopt a rigorous 360° research approach that integrates both primary and secondary research methodologies. This ensures accuracy, reliability, and actionable insights for stakeholders. Our methodology for the Digital Advertising Market comprises the following key stages:
Market Indicator & Macro-Factor Analysis
Our baseline thesis for the Digital Advertising Market is developed by integrating key market indicators and macroeconomic variables. These include:
Factors considered while calculating market size and share
- User behavior and preferences
- Competitive landscape
- Internet penetration and access
- Adoption and usage of digital platforms (social media, search engines, etc.)
- Trends in digital advertising spending
- Size and growth of small, mid-sized and large businesses (potential advertisers)
- Limitations and regulations in the digital advertising space
- Technological advancements in the digital advertising market
Key Market Indicators
- Overall ad spending
- Digital ad spending
- Usage and subscribers data of web platforms
- Share of digital marketing in overall marketing mix
- Growth of mobile advertising
- Cost per click (CPC), click-through rate (CTR), and other performance metrics
- Market growth rate
- Trends in programmatic advertising
Growth Trends
- Increasing mobile advertising
- Growth of programmatic advertising
- Rising use of artificial intelligence and machine learning in digital advertising
- Increasing adoption of video advertising
- Increasing personalization and targeted advertising
- Integration of augmented and virtual reality technologies in digital advertising
Secondary Research
Our secondary research forms the foundation of market understanding and scope definition. We collect and analyze information from multiple reliable sources to map the overall ecosystem of the Digital Advertising Market. Key inputs include:
- Annual reports, investor presentations, SEC filings
- Company press releases and product launch announcements
- Public executive interviews and earnings calls
- Strategy briefings and M&A updates
- Country-level industry associations and trade bodies
- Government dossiers, policy frameworks, and official releases
- Whitepapers, working papers, and public R&D initiatives
- Relevant Associations for the Digital Advertising Market
- Broker reports and financial analyst coverage
- Paid databases (Hoovers, Factiva, Refinitiv, Reuters, Statista, etc.)
- Import/export trade data and tariff databases
- Sector-specific journals, magazines, and news portals
- Global macroeconomic indicators and their cascading effect on the industry
- Demand–supply outlook and value chain analysis
- Consumer behaviour, adoption rates, and commercialization trends
Primary Research
To validate and enrich our secondary findings, we conduct extensive primary research with industry stakeholders across the value chain. This ensures we capture both qualitative insights and quantitative validation. Our primary research includes:
- Key Opinion Leader (KOL) Engagements
- Structured interviews with executives, product managers, and domain experts
- Paid and barter-based interviews across manufacturers, distributors, and end-users
- Discussions with stakeholders to validate demand-supply gaps
- Group discussions on emerging technologies, regulatory shifts, and adoption barriers
- Cross-verification of market sizing and forecasts with industry insiders
- Capturing business perspectives on growth opportunities and restraints
Data Triangulation & Forecasting
The final step of our research involves data triangulation ensuring accuracy through cross-verification of:
- Demand-side analysis (consumption patterns, adoption trends, customer spending)
- Supply-side analysis (production, capacity, distribution, and market availability)
- Macroeconomic & microeconomic impact factors
- Time-series analysis
- Regression and correlation studies
- Baseline modeling
- Expert validation at each stage
Outcome
The outcome is a comprehensive and validated market model that captures:
- Market sizing (historical, current, forecast)
- Growth drivers and restraints
- Opportunity mapping and investment hotspots
- Competitive positioning and strategic insights
Available for purchase with detailed segment data, forecasts, and regional insights.
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