세계의 인앱 광고 시장 : 유형, 플랫폼, 용도별 예측(2025-2030년)

The In-App Advertising Market was valued at USD 160.75 billion in 2023, expected to reach USD 180.95 billion in 2024, and is projected to grow at a CAGR of 12.96%, to USD 377.25 billion by 2030.

In-app advertising refers to promotional content displayed within mobile applications, emerging as a crucial digital marketing strategy due to the proliferation of smartphones and extensive app usage. This form of advertising is essential for app developers to generate revenue, often allowing apps to be offered for free or at reduced costs. It finds application across various industries like gaming, retail, entertainment, and social media, targeting diverse user demographics based on app usage behavior. The end-use scope extends from small enterprises to large corporations keen on leveraging targeted outreach to engage potential customers effectively. Market growth is significantly influenced by factors such as increased smartphone penetration, improved internet connectivity, advanced targeting technologies, and rising investment into mobile advertising platforms. The integration of artificial intelligence and machine learning is enhancing ad personalization, thus driving user engagement and conversion rates.

Opportunities within the market include the expansion of programmatic advertising, development of innovative ad formats like interactive and video ads, and regional growth in emerging digital economies. Organizations should focus on optimizing ad placements and ensuring seamless user experience to capture these prospects. However, challenges such as ad-blocker proliferation, privacy concerns, and competitive saturation pose limitations to growth. Stricter data privacy regulations and user concerns regarding personal data usage are particularly challenging, necessitating a focus on transparency and ethical data practices.

Innovation opportunities lie in the development of augmented reality (AR) ad experiences, leveraging blockchain for secure transactions and transparency, and improving cross-platform integration for consistent user experiences. Furthermore, research into consumer psychology and behavior can provide insights for creating less intrusive and more engaging ad content. The market is dynamic, characterized by rapid technological advancements and evolving user expectations, thereby requiring businesses to stay agile and adaptive to maintain competitiveness in a rapidly changing environment.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving In-App Advertising Market

The In-App Advertising Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Increasing focus of advertisers and marketers to increase brand awareness
  • Growing use of social media among youth population
  • Potential use of banner ads coupled with high returns on investments
• Market Restraints
  • Fraudsters and ad blockers impacting the performance
• Market Opportunities
  • Increasing spending of businesses on in-app advertisements owing to their click-through rate
  • Increasing focus on data privacy and developing enhanced advertising solutions
• Market Challenges
  • Concerns associated with tracking post view conversations

Porter's Five Forces: A Strategic Tool for Navigating the In-App Advertising Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the In-App Advertising Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the In-App Advertising Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the In-App Advertising Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the In-App Advertising Market

A detailed market share analysis in the In-App Advertising Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the In-App Advertising Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the In-App Advertising Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Strategy Analysis & Recommendation: Charting a Path to Success in the In-App Advertising Market

A strategic analysis of the In-App Advertising Market is essential for businesses looking to strengthen their global market presence. By reviewing key resources, capabilities, and performance indicators, business organizations can identify growth opportunities and work toward improvement. This approach helps businesses navigate challenges in the competitive landscape and ensures they are well-positioned to capitalize on newer opportunities and drive long-term success.

Key Company Profiles

The report delves into recent significant developments in the In-App Advertising Market, highlighting leading vendors and their innovative profiles. These include Adscompass Sp. z o.o, Amazon.com Inc., Amobee, Inc., Apple, Inc., AppLovin Corporation, Bidease inc., BYYD Inc., Chartboost, Inc., Coalition Technologies LLC, Glispa GmbH, Google LLC by Alphabet Inc., Hitapps, InMobi, InMobi Pte. Ltd., ironSource Ltd., Leadbolt, Microsoft Corporation, PubMatic Inc., Smaato, Inc., The Rubicon Project, Inc., TUNE, Inc., and Verizon Communications Inc..

Market Segmentation & Coverage

This research report categorizes the In-App Advertising Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on Type, market is studied across Banner Ads, Interstitial Ads, Native Ads, Rich Media Ads, and Video Ads.
• Based on Platform, market is studied across Android and iOS.
• Based on Application, market is studied across Entertainment, Gaming, News, Online Shopping, Payment & Ticketing, and Social.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Increasing focus of advertisers and marketers to increase brand awareness
    • 5.1.1.2. Growing use of social media among youth population
    • 5.1.1.3. Potential use of banner ads coupled with high returns on investments
  • 5.1.2. Restraints
    • 5.1.2.1. Fraudsters and ad blockers impacting the performance
  • 5.1.3. Opportunities
    • 5.1.3.1. Increasing spending of businesses on in-app advertisements owing to their click-through rate
    • 5.1.3.2. Increasing focus on data privacy and developing enhanced advertising solutions
  • 5.1.4. Challenges
    • 5.1.4.1. Concerns associated with tracking post view conversations
• 5.2. Market Segmentation Analysis
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. In-App Advertising Market, by Type

• 6.1. Introduction
• 6.2. Banner Ads
• 6.3. Interstitial Ads
• 6.4. Native Ads
• 6.5. Rich Media Ads
• 6.6. Video Ads

7. In-App Advertising Market, by Platform

• 7.1. Introduction
• 7.2. Android
• 7.3. iOS

8. In-App Advertising Market, by Application

• 8.1. Introduction
• 8.2. Entertainment
• 8.3. Gaming
• 8.4. News
• 8.5. Online Shopping
• 8.6. Payment & Ticketing
• 8.7. Social

9. Americas In-App Advertising Market

• 9.1. Introduction
• 9.2. Argentina
• 9.3. Brazil
• 9.4. Canada
• 9.5. Mexico
• 9.6. United States

10. Asia-Pacific In-App Advertising Market

• 10.1. Introduction
• 10.2. Australia
• 10.3. China
• 10.4. India
• 10.5. Indonesia
• 10.6. Japan
• 10.7. Malaysia
• 10.8. Philippines
• 10.9. Singapore
• 10.10. South Korea
• 10.11. Taiwan
• 10.12. Thailand
• 10.13. Vietnam

11. Europe, Middle East & Africa In-App Advertising Market

• 11.1. Introduction
• 11.2. Denmark
• 11.3. Egypt
• 11.4. Finland
• 11.5. France
• 11.6. Germany
• 11.7. Israel
• 11.8. Italy
• 11.9. Netherlands
• 11.10. Nigeria
• 11.11. Norway
• 11.12. Poland
• 11.13. Qatar
• 11.14. Russia
• 11.15. Saudi Arabia
• 11.16. South Africa
• 11.17. Spain
• 11.18. Sweden
• 11.19. Switzerland
• 11.20. Turkey
• 11.21. United Arab Emirates
• 11.22. United Kingdom

12. Competitive Landscape

• 12.1. Market Share Analysis, 2023
• 12.2. FPNV Positioning Matrix, 2023
• 12.3. Competitive Scenario Analysis
• 12.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Adscompass Sp. z o.o
• 2. Amazon.com Inc.
• 3. Amobee, Inc.
• 4. Apple, Inc.
• 5. AppLovin Corporation
• 6. Bidease inc.
• 7. BYYD Inc.
• 8. Chartboost, Inc.
• 9. Coalition Technologies LLC
• 10. Glispa GmbH
• 11. Google LLC by Alphabet Inc.
• 12. Hitapps
• 13. InMobi
• 14. InMobi Pte. Ltd.
• 15. ironSource Ltd.
• 16. Leadbolt
• 17. Microsoft Corporation
• 18. PubMatic Inc.
• 19. Smaato, Inc.
• 20. The Rubicon Project, Inc.
• 21. TUNE, Inc.
• 22. Verizon Communications Inc.