세계의 인앱 광고 시장-성장, 장래 전망, 경쟁 분석(2023-2031년)

The in-app advertising market has experienced significant growth in recent years, driven by the proliferation of smartphones and mobile applications. In-app advertising refers to the practice of displaying ads within mobile applications, allowing advertisers to reach a highly engaged and targeted audience. This form of advertising has become increasingly popular among businesses looking to expand their reach and increase brand visibility.One of the key drivers of the in-app advertising market is the growing number of smartphone users worldwide. With the increasing adoption of smartphones, more people are spending a significant amount of time using mobile applications. This provides a lucrative opportunity for advertisers to connect with their target audience in a highly personalized and interactive manner.The global in-app advertising market is expected to raise at a CAGR of 21% during the forecast period of 2023 to 2031. The rise of programmatic advertising has also had a significant impact on the in-app advertising market. Programmatic advertising refers to the automated buying and selling of ad inventory, allowing advertisers to target specific demographics and optimize their ad campaigns in real-time. This technology has revolutionized the advertising industry and is driving the growth of in-app advertising by providing advertisers with more efficient and effective ways to reach their target audience.Furthermore, the advancements in ad formats and targeting capabilities have contributed to the success of in-app advertising. Advertisers can now leverage innovative ad formats such as interactive ads, video ads, and native ads to deliver engaging and immersive experiences to users. Additionally, the ability to target ads based on user demographics, behavior, and location enables advertisers to deliver highly relevant and personalized content, increasing the effectiveness of their campaigns.

Growing Mobile App Usage and Smartphone Penetration

The rapid increase in mobile app usage and smartphone penetration is a major driver of the in-app advertising market. As more people worldwide own smartphones and rely on mobile apps for various purposes, the opportunity for advertisers to reach a large and engaged audience within these apps expands significantly. The number of smartphone users globally is projected to reach 4.5 billion by the end of 2023. This growing user base translates into a larger pool of potential app users who can be exposed to in-app advertisements. Furthermore, the average time spent on mobile apps continues to rise. In the United States, for example, mobile app usage reached an average of 4 hours and 10 minutes per day in 2021, indicating a significant opportunity for advertisers to capture users' attention through in-app advertising.

Enhanced Targeting Capabilities and Personalization

One of the key advantages of in-app advertising is the ability to deliver highly targeted and personalized ads to users. Advertisers can leverage user data collected within apps to better understand their preferences, behavior, and demographics, allowing for more precise targeting and relevant ad delivery. Through advanced targeting capabilities, advertisers can create tailored campaigns that resonate with specific audience segments. For example, an e-commerce app can deliver personalized product recommendations based on a user's browsing history and purchase behavior. This level of personalization not only enhances user experience but also increases the effectiveness and engagement of in-app ads.The availability of precise targeting and personalization options within in-app advertising is supported by the technological advancements in data analytics and user tracking. These advancements enable advertisers to gather insights and make data-driven decisions to optimize their ad campaigns and improve ROI.

Advancements in Ad Formats and Interactive Experiences

Another driver of the in-app advertising market is the evolution of ad formats and the ability to create interactive experiences within mobile applications. Advertisers now have a wide range of options beyond traditional static banners, including video ads, native ads, playable ads, and augmented reality (AR) ads.Video ads, for instance, have gained popularity due to their engaging nature and ability to convey messages effectively. According to a report by App Annie, in-app video ad spending more than doubled between 2018 and 2021. Advertisers are leveraging video ads to tell compelling stories, showcase products, and capture users' attention within the app environment.Moreover, the integration of interactive elements in ads, such as gamification and AR experiences, allows users to actively engage with the content, increasing brand interaction and recall. These interactive ad formats not only provide a more immersive experience but also generate higher user engagement and conversion rates.The advancements in ad formats and interactive experiences within in-app advertising are driven by the continuous innovation and improvement in mobile technology, such as faster internet speeds, improved device capabilities, and the integration of emerging technologies like AR and virtual reality (VR).

Historical & Forecast Period

This study report represents analysis of each segment from 2021 to 2031 considering 2022 as the base year. Compounded Annual Growth Rate (CAGR) for each of the respective segments estimated for the forecast period of 2023 to 2031.

The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.

Research Methodology

The complete research study was conducted in three phases, namely: secondary research, primary research, and expert panel review. key data point that enables the estimation ofIn-App Advertising market are as follows:

• Research and development budgets of manufacturers and government spending

• Revenues of key companies in the market segment

• Number of end users and consumption volume, price and value.

Geographical revenues generate by countries considered in the report:

Micro and macro environment factors that are currently influencing the In-App Advertising market and their expected impact during the forecast period.

Market forecast was performed through proprietary software that analyzes various qualitative and quantitative factors. Growth rate and CAGR were estimated through intensive secondary and primary research. Data triangulation across various data points provides accuracy across various analyzed market segments in the report. Application of both top down and bottom-up approach for validation of market estimation assures logical, methodical and mathematical consistency of the quantitative data.

Market Segmentation

Type

• Banner Ads
• Interstitial Ads
• Rich Media Ads
• Video Ads
• Native Ads

Platform

• Android
• iOS
• Others

Application

• Entertainment
• Gaming
• Social
• Online Shopping
• Payment & Ticketing
• News
• Others

Region Segment (2021-2031; US$ Million)

• North America
• U.S.
• Canada
• Rest of North America
• UK and European Union
• UK
• Germany
• Spain
• Italy
• France
• Rest of Europe
• Asia Pacific
• China
• Japan
• India
• Australia
• South Korea
• Rest of Asia Pacific
• Latin America
• Brazil
• Mexico
• Rest of Latin America
• Middle East and Africa
• GCC
• Africa
• Rest of Middle East and Africa

Key questions answered in this report:

• What are the key micro and macro environmental factors that are impacting the growth of In-App Advertising market?

• What are the key investment pockets with respect to product segments and geographies currently and during the forecast period?

• Estimated forecast and market projections up to 2031.

• Which segment accounts for the fastest CAGR during the forecast period?

• Which market segment holds a larger market share and why?

• Are low and middle-income economies investing in the In-App Advertising market?

• Which is the largest regional market for In-App Advertising market?

• What are the market trends and dynamics in emerging markets such as Asia Pacific, Latin America, and Middle East & Africa?

• Which are the key trends driving In-App Advertising market growth?

• Who are the key competitors and what are their key strategies to enhance their market presence in the In-App Advertising market worldwide?

Table of Contents

1. Preface

• 1.1. Report Description
  • 1.1.1. Purpose of the Report
  • 1.1.2. Target Audience
  • 1.1.3. Key Offerings
• 1.2. Market Segmentation
• 1.3. Research Methodology
  • 1.3.1. Phase I - Secondary Research
  • 1.3.2. Phase II - Primary Research
  • 1.3.3. Phase III - Expert Panel Review
  • 1.3.4. Assumptions
  • 1.3.5. Approach Adopted

2. Executive Summary

• 2.1. Market Snapshot: Global In-App Advertising Market
• 2.2. Global In-App Advertising Market, By Type, 2022 (US$ Million)
• 2.3. Global In-App Advertising Market, By Platform, 2022 (US$ Million)
• 2.4. Global In-App Advertising Market, By Application, 2022 (US$ Million)
• 2.5. Global In-App Advertising Market, By Geography, 2022 (US$ Million)
• 2.6. Attractive Investment Proposition by Geography, 2022

3. In-App Advertising Market: Competitive Analysis

• 3.1. Market Positioning of Key In-App Advertising Market Vendors
• 3.2. Strategies Adopted by In-App Advertising Market Vendors
• 3.3. Key Industry Strategies
• 3.4. Tier Analysis 2022 Versus 2031

4. In-App Advertising Market: Macro Analysis & Market Dynamics

• 4.1. Introduction
• 4.2. Global In-App Advertising Market Value, 2021 - 2031, (US$ Million)
• 4.3. Market Dynamics
  • 4.3.1. Market Drivers
  • 4.3.2. Market Restraints
  • 4.3.3. Key Challenges
  • 4.3.4. Key Opportunities
• 4.4. Impact Analysis of Drivers and Restraints
• 4.5. See-Saw Analysis

5. In-App Advertising Market: By Type, 2021-2031, USD (Million)

• 5.1. Market Overview
• 5.2. Growth & Revenue Analysis: 2022 Versus 2031
• 5.3. Market Segmentation
  • 5.3.1. Banner Ads
  • 5.3.2. Interstitial Ads
  • 5.3.3. Rich Media Ads
  • 5.3.4. Video Ads
  • 5.3.5. Native Ads

6. In-App Advertising Market: By Platform, 2021-2031, USD (Million)

• 6.1. Market Overview
• 6.2. Growth & Revenue Analysis: 2022 Versus 2031
• 6.3. Market Segmentation
  • 6.3.1. Android
  • 6.3.2. iOS
  • 6.3.3. Others

7. In-App Advertising Market: By Application, 2021-2031, USD (Million)

• 7.1. Market Overview
• 7.2. Growth & Revenue Analysis: 2022 Versus 2031
• 7.3. Market Segmentation
  • 7.3.1. Entertainment
  • 7.3.2. Gaming
  • 7.3.3. Social
  • 7.3.4. Online Shopping
  • 7.3.5. Payment & Ticketing
  • 7.3.6. News
  • 7.3.7. Others

8. North America In-App Advertising Market, 2021-2031, USD (Million)

• 8.1. Market Overview
• 8.2. In-App Advertising Market: By Type, 2021-2031, USD (Million)
• 8.3. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
• 8.4. In-App Advertising Market: By Application, 2021-2031, USD (Million)
• 8.5.In-App Advertising Market: By Region, 2021-2031, USD (Million)
  • 8.5.1.North America
    • 8.5.1.1. U.S.
      • 8.5.1.1.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 8.5.1.1.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 8.5.1.1.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 8.5.1.2. Canada
      • 8.5.1.2.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 8.5.1.2.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 8.5.1.2.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 8.5.1.3. Rest of North America
      • 8.5.1.3.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 8.5.1.3.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 8.5.1.3.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)

9. UK and European Union In-App Advertising Market, 2021-2031, USD (Million)

• 9.1. Market Overview
• 9.2. In-App Advertising Market: By Type, 2021-2031, USD (Million)
• 9.3. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
• 9.4. In-App Advertising Market: By Application, 2021-2031, USD (Million)
• 9.5.In-App Advertising Market: By Region, 2021-2031, USD (Million)
  • 9.5.1.UK and European Union
    • 9.5.1.1. UK
      • 9.5.1.1.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 9.5.1.1.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 9.5.1.1.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 9.5.1.2. Germany
      • 9.5.1.2.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 9.5.1.2.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 9.5.1.2.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 9.5.1.3. Spain
      • 9.5.1.3.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 9.5.1.3.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 9.5.1.3.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 9.5.1.4. Italy
      • 9.5.1.4.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 9.5.1.4.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 9.5.1.4.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 9.5.1.5. France
      • 9.5.1.5.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 9.5.1.5.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 9.5.1.5.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 9.5.1.6. Rest of Europe
      • 9.5.1.6.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 9.5.1.6.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 9.5.1.6.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)

10. Asia Pacific In-App Advertising Market, 2021-2031, USD (Million)

• 10.1. Market Overview
• 10.2. In-App Advertising Market: By Type, 2021-2031, USD (Million)
• 10.3. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
• 10.4. In-App Advertising Market: By Application, 2021-2031, USD (Million)
• 10.5.In-App Advertising Market: By Region, 2021-2031, USD (Million)
  • 10.5.1.Asia Pacific
    • 10.5.1.1. China
      • 10.5.1.1.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 10.5.1.1.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 10.5.1.1.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 10.5.1.2. Japan
      • 10.5.1.2.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 10.5.1.2.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 10.5.1.2.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 10.5.1.3. India
      • 10.5.1.3.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 10.5.1.3.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 10.5.1.3.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 10.5.1.4. Australia
      • 10.5.1.4.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 10.5.1.4.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 10.5.1.4.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 10.5.1.5. South Korea
      • 10.5.1.5.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 10.5.1.5.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 10.5.1.5.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 10.5.1.6. Rest of Asia Pacific
      • 10.5.1.6.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 10.5.1.6.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 10.5.1.6.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)

11. Latin America In-App Advertising Market, 2021-2031, USD (Million)

• 11.1. Market Overview
• 11.2. In-App Advertising Market: By Type, 2021-2031, USD (Million)
• 11.3. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
• 11.4. In-App Advertising Market: By Application, 2021-2031, USD (Million)
• 11.5.In-App Advertising Market: By Region, 2021-2031, USD (Million)
  • 11.5.1.Latin America
    • 11.5.1.1. Brazil
      • 11.5.1.1.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 11.5.1.1.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 11.5.1.1.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 11.5.1.2. Mexico
      • 11.5.1.2.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 11.5.1.2.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 11.5.1.2.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 11.5.1.3. Rest of Latin America
      • 11.5.1.3.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 11.5.1.3.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 11.5.1.3.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)

12. Middle East and Africa In-App Advertising Market, 2021-2031, USD (Million)

• 12.1. Market Overview
• 12.2. In-App Advertising Market: By Type, 2021-2031, USD (Million)
• 12.3. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
• 12.4. In-App Advertising Market: By Application, 2021-2031, USD (Million)
• 12.5.In-App Advertising Market: By Region, 2021-2031, USD (Million)
  • 12.5.1.Middle East and Africa
    • 12.5.1.1. GCC
      • 12.5.1.1.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 12.5.1.1.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 12.5.1.1.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 12.5.1.2. Africa
      • 12.5.1.2.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 12.5.1.2.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 12.5.1.2.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)
    • 12.5.1.3. Rest of Middle East and Africa
      • 12.5.1.3.1. In-App Advertising Market: By Type, 2021-2031, USD (Million)
      • 12.5.1.3.2. In-App Advertising Market: By Platform, 2021-2031, USD (Million)
      • 12.5.1.3.3. In-App Advertising Market: By Application, 2021-2031, USD (Million)

13. Company Profile

• 13.1. Google
  • 13.1.1. Company Overview
  • 13.1.2. Financial Performance
  • 13.1.3. Product Portfolio
  • 13.1.4. Strategic Initiatives
• 13.2. Facebook
  • 13.2.1. Company Overview
  • 13.2.2. Financial Performance
  • 13.2.3. Product Portfolio
  • 13.2.4. Strategic Initiatives
• 13.3. Amazon
  • 13.3.1. Company Overview
  • 13.3.2. Financial Performance
  • 13.3.3. Product Portfolio
  • 13.3.4. Strategic Initiatives
• 13.4. Apple
  • 13.4.1. Company Overview
  • 13.4.2. Financial Performance
  • 13.4.3. Product Portfolio
  • 13.4.4. Strategic Initiatives
• 13.5. Other Notable Players
  • 13.5.1. Company Overview
  • 13.5.2. Financial Performance
  • 13.5.3. Product Portfolio
  • 13.5.4. Strategic Initiatives