IDC's Digital Advertising Market Model Overview, 2024

This IDC Perspective discusses the Digital Advertising Market Model (DAMM), which is an IDC offering that is focused on the digital advertising market. Its purpose is to provide a custom digital advertising market model that allows media companies and technology vendors to analyze digital advertising spend. The worldwide DAMM includes breakouts by region and country, and it is further divided by connected television (CTV), desktop, and mobile and is subdivided by formats including search, display, video, and other categories consisting of classifieds, influencer marketing, digital-out-of-home (DOOH), and digital audio.No matter the size and scope of the company using the DAMM, IDC's custom solutions team can develop a specific requirements model within your budgetary constraints."Mobile in-app digital advertising, in particular mobile video, CTV, and digital out of home, are the segments that are growing the fastest and offer the biggest opportunities for media companies, streaming providers, and technology vendors," said Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies, IDC. "Traditional advertising spend including television, radio, billboards, and print continues to give up share to digital formats throughout the forecast period through 2029 almost all of which will transfer into mobile video, CTV, and DOOH."