세계의 인앱 광고 시장 보고서 : 광고 유형별, 플랫폼별, 용도별, 지역별(2024-2032년)

The global in-app advertising market size reached US$ 163.2 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 728.7 Billion by 2032, exhibiting a growth rate (CAGR) of 17.5% during 2024-2032. The market is experiencing steady growth driven by easy accessibility to high-speed internet, the increasing utilization of smartphones and tablets, the rising advent of online gaming, the growing utilization of mobile applications to access social media, and the escalating penetration of broadband services.

In-app Advertising Market Analysis:

Market Growth and Size: The global market is experiencing robust growth, driven by the increasing prevalence of mobile applications and a growing user base.

Major Market Drivers: Key drivers include the rising adoption of smartphones, the increasing app usage, and the effectiveness of targeted advertising, enhancing user engagement and conversion rates.

Technological Advancements: Technological advancements, such as data analytics, artificial intelligence, and the integration of interactive ad formats, contribute to the market's expansion, enabling more personalized and immersive in-app advertising experiences.

Industry Applications: This advertising finds widespread applications across various industries, including retail, gaming, healthcare, and entertainment, as businesses recognize its potential to reach and engage their target audiences effectively.

Key Market Trends: Key trends include the utilization of augmented reality in advertising, the rise of programmatic in-app advertising, and the increasing demand for video and interactive ad formats.

Geographical Trends: Geographically, Asia-Pacific is witnessing substantial growth, driven by the expanding smartphone user base and increasing app consumption.

Competitive Landscape: The competitive landscape is characterized by key players making significant investments in research and development, strategic partnerships, and acquisitions to strengthen their market presence and offer comprehensive in-app advertising solutions.

Challenges and Opportunities: Challenges encompass issues related to ad fraud, privacy concerns, and ad-blocking technologies. However, opportunities arise from the continuous innovation of ad technologies and the potential for advertisers to create more engaging and relevant content.

Future Outlook: The future of the market appears promising, with sustained growth anticipated as technology continues to advance, and advertisers adapt to changing consumer behaviors and preferences.

In-app Advertising Market Trends:

Increasing mobile app usage

One primary factor driving the market is the continuous rise in mobile app usage. With the proliferation of smartphones and the increasing availability of high-speed internet, individuals are spending more time on mobile applications for various purposes. This heightened user engagement within apps provides advertisers with a vast and targeted audience. As users interact with apps, advertisers can leverage this opportunity to deliver personalized and contextually relevant advertisements, enhancing the overall effectiveness of these advertising campaigns. The growth of mobile app usage across diverse demographics contributes significantly to the expansion of the market.

Targeted advertising capabilities

In-app advertising enables highly targeted and personalized campaigns, which is a key driver for its market growth. Advertisers can access a wealth of user data, including demographics, preferences, and behavior patterns, collected by apps. This rich data allows for precise audience targeting, ensuring that advertisements reach the most relevant users. Advertisers can tailor their messages based on user interests, location, and demographics, increasing the likelihood of engagement and conversion. The ability to deliver targeted advertisements not only enhances the user experience by showing more relevant content but also maximizes the efficiency of ad spending for advertisers, making this advertising an increasingly attractive option in the digital advertising landscape.

Growing app monetization strategies

App developers and publishers are increasingly adopting diverse monetization strategies, with this form of advertising playing a central role. As competition among app developers intensifies, this advertising provides a revenue stream that complements or substitutes traditional app purchase models. Through partnerships with advertisers, developers can monetize their apps while offering them for free or at a reduced cost to users. This mutually beneficial relationship between app developers and advertisers propels the market forward. The flexibility of various ad formats, such as display ads, video ads, and native ads, allows developers to choose the most suitable approach for monetizing their apps, contributing to the continued in-app advertising market demand.

In-app Advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on advertising type, platform, and application.

Breakup by Advertising Type:

Banner Ads

Interstitial Ads

Rich Media Ads

Video Ads

Others

Banner ads account for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the advertising type. This includes banner ads, interstitial ads, rich media ads, video ads, and others. According to the report, banner ads represented the largest segment.

Banner ads are a traditional form of in-app advertising, represented by rectangular graphics displayed within app interfaces. Despite their simplicity, banner ads remain prevalent due to their cost-effectiveness and ease of implementation. However, their effectiveness is often challenged by banner blindness, prompting advertisers to seek more engaging formats.

On the other hand, interstitial ads are full-screen ads that appear between content transitions, such as during app launches or between game levels. Known for their immersive nature, interstitial ads capture users' attention effectively. This format allows for creativity in design and content, fostering higher engagement. However, there's a delicate balance to strike to prevent user irritation due to interruptions.

Moreover, rich media ads go beyond static images, incorporating interactive elements like audio, video, and animations. This format enhances user engagement by providing a more dynamic and memorable experience. Rich media ads are particularly effective in conveying complex messages and promoting interactive content, offering a compelling alternative to traditional static advertising.

Apart from this, video ads have gained prominence in in-app advertising, leveraging the power of sight, sound, and motion to convey messages effectively. Whether short and skippable or longer immersive experiences, video ads capture users' attention and can deliver impactful brand storytelling. However, careful consideration is needed to ensure seamless integration without causing user frustration or disrupting the app experience.

Breakup by Platform:

Android

iOS

Others

Android holds the largest share of the industry

A detailed breakup and analysis of the market based on the platform have also been provided in the report. This includes android, iOS, and others. According to the report, android accounted for the largest market share.

The Android platform holds a dominant position in the market landscape, owing to its widespread global adoption and open-source nature. With a diverse range of devices and a large user base, Android provides advertisers with extensive opportunities to reach a diverse audience. The platform's flexibility enables innovative ad formats and targeting options. Advertisers on Android often face the challenge of device fragmentation, requiring careful optimization for various screen sizes and specifications. However, the platform's sheer market share makes it a crucial focus for in-app advertising strategies.

iOS, the operating system powering Apple's mobile devices, represents a lucrative and influential segment in the in-app advertising ecosystem. Renowned for its affluent user base and strong brand loyalty, iOS offers advertisers an audience with higher purchasing power. Advertisers on iOS benefit from a more streamlined ecosystem, ensuring a standardized user experience across devices. The App Store's stringent quality control also contributes to a perception of reliability, but the closed nature of the platform can limit flexibility. The iOS platform remains integral for advertisers seeking to target a premium audience and capitalize on Apple's ecosystem.

Breakup by Application:

Messaging

Entertainment

Gaming

Online Shopping

Payment and Ticketing

Others

Messaging represents the leading market segment

The report has provided a detailed breakup and analysis of the market based on the application. This includes messaging, entertainment, gaming, online shopping, payment and ticketing, and others. According to the report, messaging represented the largest segment.

This advertising within messaging applications has become a significant channel for marketers to reach users in a personalized and contextual manner. Advertisers leverage messaging platforms to engage users with targeted promotions, sponsored content, and interactive ad formats. With the increasing popularity of messaging apps worldwide, this segment provides a valuable avenue for brand communication and customer engagement. The in-app advertising market outlook is promising, with messaging apps driving personalized user engagement and expanding ad opportunities.

On the other hand, the entertainment category encompasses a wide range of apps, including streaming services, music platforms, and content-sharing applications. In-app advertising in entertainment apps focuses on promoting new releases, exclusive content, and subscription offers. Advertisers often employ rich media and video ads to captivate users and drive subscriptions, capitalizing on the immersive nature of the content.

Additionally, gaming apps are a prime arena for in-app advertising, offering advertisers an engaged and captivated audience. In-game ads, such as rewarded videos and playable ads, provide a seamless way to integrate promotional content without disrupting the gaming experience. Advertisers in the gaming segment leverage the immersive environment to showcase products, services, and app installations, creating a symbiotic relationship between developers and advertisers.

Moreover, this advertising in online shopping applications focuses on promoting products, deals, and shopping events. Advertisers use various formats, including carousel ads and sponsored product listings, to enhance the shopping experience and drive conversions. The convenience of reaching users while they browse and make purchase decisions positions in-app advertising as a crucial element for e-commerce brands looking to improve visibility and sales.

Furthermore, apps related to payment and ticketing services offer a targeted space for relevant advertising. Advertisers in this category promote financial products, discounts on transactions, and exclusive offers related to payment services. For ticketing apps, promotions for events, travel, and experiences are common. This advertising serves as a strategic tool to influence users at the moment of financial decision-making, creating opportunities for brands in the payment and ticketing space.

Breakup by Region:

North America

United States

Canada

Asia Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

Asia Pacific leads the market, accounting for the largest in-app advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, Asia Pacific accounted for the largest market share.

The Asia Pacific region is a dynamic and rapidly growing market. With a massive population and increasing smartphone adoption, countries like China, India, and Southeast Asian nations offer substantial opportunities for advertisers. The diversity in languages, cultures, and consumer behaviors presents both challenges and opportunities for targeted and localized advertising strategies. Advertisers in Asia Pacific emphasize mobile-first approaches, capitalizing on the popularity of apps across various industries, contributing significantly to the global landscape.

North America is a key hub for this advertising, characterized by a mature mobile ecosystem and high smartphone penetration. The region's tech-savvy population and robust digital infrastructure make it a lucrative market for advertisers. With major tech giants headquartered here, North America experiences a constant influx of innovative ad technologies and strategic investments. Advertisers in this region focus on targeting diverse consumer segments through sophisticated data analytics, driving the emergence of these trends.

Europe serves as a prominent market for this advertising, characterized by a mix of mature and emerging economies. Advertisers in Europe benefit from a tech-savvy population and a strong emphasis on data privacy regulations. The European market often witnesses innovative approaches to ad formats, with a focus on balancing personalized targeting with stringent privacy standards. Collaboration between advertisers and app developers is crucial in this region to navigate diverse markets and consumer preferences successfully. The in-app advertising market value is bolstered by Europe's high mobile usage rates, advanced digital infrastructure, and the increasing trend of mobile commerce, making it a lucrative region for mobile marketers.

Latin America is emerging as a significant player in the market landscape, driven by increasing smartphone adoption and internet penetration. Advertisers in this region target diverse demographics, leveraging culturally relevant content and localized strategies. Economic growth and the rise of the middle class contribute to a growing consumer base for in-app advertising. Challenges include addressing disparities in digital access across countries and requiring advertisers to tailor their approaches based on each market's unique characteristics.

The Middle East and Africa present untapped potential, with a rising young population and increasing smartphone usage. Advertisers navigate diverse markets with varying levels of digital maturity and cultural nuances. Mobile apps play a crucial role in reaching consumers, making this advertising a strategic channel for brand visibility. Advertisers often focus on creating campaigns that resonate with local cultures and preferences while adapting to the changing digital landscape in the region. The in-app advertising market revenue in these regions is poised for growth, reflecting the expanding digital user base, the increasing integration of mobile marketing, and the strategic importance of personalized, culturally attuned advertising strategies.

Leading Key Players in the In-app Advertising Industry:

The key players in the market are driving growth through innovative strategies and technological advancements. As the mobile app ecosystem expands, companies like Google, Facebook, and Apple leverage their extensive user bases to offer targeted and personalized in-app ads. These industry giants invest heavily in data analytics and artificial intelligence to understand user behavior, enabling advertisers to tailor their campaigns effectively. Additionally, the integration of interactive and immersive ad formats, such as playable ads and augmented reality experiences, enhances user engagement, contributing to the market's expansion. Strategic partnerships and acquisitions by key players further strengthen their positions, creating comprehensive advertising ecosystems. With the rising demand for mobile applications and the continuous improvement of ad technologies, key players play a pivotal role in driving sustained in-app advertising market growth and shaping the future landscape of the market.

The in-app advertising market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

Amobee Inc. (Singapore Telecommunications Limited)

Apple Inc.

BYYD Inc.

Chartboost Inc.

Facebook Inc.

Flurry Inc. (Verizon Media)

Google AdMob (Google Inc.)

InMobi (InMobi Pte Ltd.)

MoPub Inc. (Twitter)

One by AOL (AOL)

Tapjoy Inc.

Tune Inc.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Latest News:

September 12, 2022: Amobee Inc. in partnership with ID5, the market-leading identity provider for digital advertising, announced that they enabled boutique wine brand Gusbourne to expand its reach by 76% and achieve a conversion rate of 95% while reducing CPA by 23% for a recent direct-response, cross-device display campaign.

December 13, 2023: Apple expanded self-service repair and introduced a new diagnostics process.

November 15, 2023: Chartboost Inc. launched Helium, the first open-source in-app programmatic bidding solution.

Key Questions Answered in This Report

• 1. How big is the global in-app advertising market?
• 2. What is the expected growth rate of the global in-app advertising market during 2024-2032?
• 3. What are the key factors driving the global in-app advertising market?
• 4. What has been the impact of COVID-19 on the global in-app advertising market?
• 5. What is the breakup of the global in-app advertising market based on the advertising type?
• 6. What is the breakup of the global in-app advertising market based on the platform?
• 7. What is the breakup of the global in-app advertising market based on the application?
• 8. What are the key regions in the global in-app advertising market?
• 9. Who are the key players/companies in the global in-app advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

• 4.1 Overview
• 4.2 Key Industry Trends

5 Global In-app Advertising Market

• 5.1 Market Overview
• 5.2 Market Performance
• 5.3 Impact of COVID-19
• 5.4 Market Forecast

6 Market Breakup by Advertising Type

• 6.1 Banner Ads
  • 6.1.1 Market Trends
  • 6.1.2 Market Forecast
• 6.2 Interstitial Ads
  • 6.2.1 Market Trends
  • 6.2.2 Market Forecast
• 6.3 Rich Media Ads
  • 6.3.1 Market Trends
  • 6.3.2 Market Forecast
• 6.4 Video Ads
  • 6.4.1 Market Trends
  • 6.4.2 Market Forecast
• 6.5 Others
  • 6.5.1 Market Trends
  • 6.5.2 Market Forecast

7 Market Breakup by Platform

• 7.1 Android
  • 7.1.1 Market Trends
  • 7.1.2 Market Forecast
• 7.2 iOS
  • 7.2.1 Market Trends
  • 7.2.2 Market Forecast
• 7.3 Others
  • 7.3.1 Market Trends
  • 7.3.2 Market Forecast

8 Market Breakup by Application

• 8.1 Messaging
  • 8.1.1 Market Trends
  • 8.1.2 Market Forecast
• 8.2 Entertainment
  • 8.2.1 Market Trends
  • 8.2.2 Market Forecast
• 8.3 Gaming
  • 8.3.1 Market Trends
  • 8.3.2 Market Forecast
• 8.4 Online Shopping
  • 8.4.1 Market Trends
  • 8.4.2 Market Forecast
• 8.5 Payment and Ticketing
  • 8.5.1 Market Trends
  • 8.5.2 Market Forecast
• 8.6 Others
  • 8.6.1 Market Trends
  • 8.6.2 Market Forecast

9 Market Breakup by Region

• 9.1 North America
  • 9.1.1 United States
    • 9.1.1.1 Market Trends
    • 9.1.1.2 Market Forecast
  • 9.1.2 Canada
    • 9.1.2.1 Market Trends
    • 9.1.2.2 Market Forecast
• 9.2 Asia Pacific
  • 9.2.1 China
    • 9.2.1.1 Market Trends
    • 9.2.1.2 Market Forecast
  • 9.2.2 Japan
    • 9.2.2.1 Market Trends
    • 9.2.2.2 Market Forecast
  • 9.2.3 India
    • 9.2.3.1 Market Trends
    • 9.2.3.2 Market Forecast
  • 9.2.4 South Korea
    • 9.2.4.1 Market Trends
    • 9.2.4.2 Market Forecast
  • 9.2.5 Australia
    • 9.2.5.1 Market Trends
    • 9.2.5.2 Market Forecast
  • 9.2.6 Indonesia
    • 9.2.6.1 Market Trends
    • 9.2.6.2 Market Forecast
  • 9.2.7 Others
    • 9.2.7.1 Market Trends
    • 9.2.7.2 Market Forecast
• 9.3 Europe
  • 9.3.1 Germany
    • 9.3.1.1 Market Trends
    • 9.3.1.2 Market Forecast
  • 9.3.2 France
    • 9.3.2.1 Market Trends
    • 9.3.2.2 Market Forecast
  • 9.3.3 United Kingdom
    • 9.3.3.1 Market Trends
    • 9.3.3.2 Market Forecast
  • 9.3.4 Italy
    • 9.3.4.1 Market Trends
    • 9.3.4.2 Market Forecast
  • 9.3.5 Spain
    • 9.3.5.1 Market Trends
    • 9.3.5.2 Market Forecast
  • 9.3.6 Russia
    • 9.3.6.1 Market Trends
    • 9.3.6.2 Market Forecast
  • 9.3.7 Others
    • 9.3.7.1 Market Trends
    • 9.3.7.2 Market Forecast
• 9.4 Latin America
  • 9.4.1 Brazil
    • 9.4.1.1 Market Trends
    • 9.4.1.2 Market Forecast
  • 9.4.2 Mexico
    • 9.4.2.1 Market Trends
    • 9.4.2.2 Market Forecast
  • 9.4.3 Others
    • 9.4.3.1 Market Trends
    • 9.4.3.2 Market Forecast
• 9.5 Middle East and Africa
  • 9.5.1 Market Trends
  • 9.5.2 Market Breakup by Country
  • 9.5.3 Market Forecast

10 SWOT Analysis

• 10.1 Overview
• 10.2 Strengths
• 10.3 Weaknesses
• 10.4 Opportunities
• 10.5 Threats

11 Value Chain Analysis

12 Porters Five Forces Analysis

• 12.1 Overview
• 12.2 Bargaining Power of Buyers
• 12.3 Bargaining Power of Suppliers
• 12.4 Degree of Competition
• 12.5 Threat of New Entrants
• 12.6 Threat of Substitutes

13 Competitive Landscape

• 13.1 Market Structure
• 13.2 Key Players
• 13.3 Profiles of Key Players
  • 13.3.1 Amobee Inc. (Singapore Telecommunications Limited)
    • 13.3.1.1 Company Overview
    • 13.3.1.2 Product Portfolio
  • 13.3.2 Apple Inc.
    • 13.3.2.1 Company Overview
    • 13.3.2.2 Product Portfolio
  • 13.3.3 BYYD Inc.
    • 13.3.3.1 Company Overview
    • 13.3.3.2 Product Portfolio
  • 13.3.4 Chartboost Inc.
    • 13.3.4.1 Company Overview
    • 13.3.4.2 Product Portfolio
  • 13.3.5 Facebook Inc.
    • 13.3.5.1 Company Overview
    • 13.3.5.2 Product Portfolio
  • 13.3.6 Flurry Inc. (Verizon Media)
    • 13.3.6.1 Company Overview
    • 13.3.6.2 Product Portfolio
  • 13.3.7 Google AdMob (Google Inc.)
    • 13.3.7.1 Company Overview
    • 13.3.7.2 Product Portfolio
  • 13.3.8 InMobi (InMobi Pte Ltd.)
    • 13.3.8.1 Company Overview
    • 13.3.8.2 Product Portfolio
  • 13.3.9 MoPub Inc. (Twitter)
    • 13.3.9.1 Company Overview
    • 13.3.9.2 Product Portfolio
  • 13.3.10 One by AOL (AOL)
    • 13.3.10.1 Company Overview
    • 13.3.10.2 Product Portfolio
  • 13.3.11 Tapjoy Inc.
    • 13.3.11.1 Company Overview
    • 13.3.11.2 Product Portfolio
  • 13.3.12 Tune Inc.
    • 13.3.12.1 Company Overview
    • 13.3.12.2 Product Portfolio