세계의 모바일 인앱 및 게임 내 광고(2024-2028년) 시장 전망: 동영상 광고의 성장세 본격화

This IDC study provides a view into mobile in-app and in-game advertising dynamics through 2028. It assesses related market trends and technological advancements, and it offers advice to technology suppliers. It also discusses the impact that ads have on mobile game UA practices and suggests how tech suppliers and advertisers, including game developers and publishers, can optimize their strategies. Four regional forecast breakouts are included for North America, Western Europe, Asia/Pacific, and a combined rest of the world (ROW) region."Mobile in-app ads are essential for most of the top mobile game studios today that are seeking to drive user acquisition and to re-engage with lapsed or infrequent players to stay ahead of the competition. Our research shows that ad payouts to game developers/publishers with ad inventory will, in aggregate, rise to 44% of the direct mobile game spending total in 2028." - Lewis Ward, research director, IDC's Gaming, Esports and VR/AR services

IDC Market Forecast Figure

Executive Summary

Advice for Technology Suppliers

Market Forecast

• Worldwide
  • North America
  • Western Europe
  • Asia/Pacific (Including Japan)
  • Rest of World

Market Context

• Drivers and Inhibitors
  • Drivers
    • 5G Device, Network, and Service Adoption
    • Healthy ROAS on In-Game Ads
    • Improving Macroeconomic Conditions
  • Inhibitors
    • Changing User Data Privacy Regulations and Ad Platform Requirements, and Entrenched Advertiser Perceptions
    • Wars and Geopolitical Conflicts
• Significant Market Developments
• Changes from Prior Forecast

Market Definition

Methodology

Related Research