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세계의 인앱 광고 시장 규모, 점유율, 성장 분석, 플랫폼별, 용도별, 산업별 예측(2023-2030년)

Global In-app Advertising Market Size, Share, Growth Analysis, By Platform(Android, iOS), By Application(Entertainment, Gaming) - Industry Forecast 2023-2030

발행일: | 리서치사: SkyQuest | 페이지 정보: 영문 157 Pages | 배송안내 : 3-5일 (영업일 기준)

    
    
    


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세계의 인앱 광고 시장 규모는 2022년 1억 5,100만 달러로 평가되었고, 예측 기간(2024-2031년) 동안 13.3%의 연평균 복합 성장률(CAGR)로 2023년 1억 7,108만 달러에서 2031년에는 4억 6,456만 달러로 성장할 것으로 예상됩니다.

인앱 광고 시장은 광고주가 자사 제품이나 서비스를 앱 사용자에게 직접 홍보할 수 있는 플랫폼을 제공함으로써 모바일 앱의 수익 창출을 목적으로 합니다. 앱 개발자에게 인앱 광고는 수익 창출의 기회로 작용하며, 광고 게재로 인한 수입을 얻으면서 무료 또는 저비용의 앱을 제공할 수 있습니다. 광고주는 사용자의 속성, 행동, 선호도에 따라 인앱 광고를 맞춤화할 수 있어 참여도가 높은 타겟층에 접근할 수 있는 이점이 있습니다. 인앱 광고 시장의 성장을 주도하는 것은 스마트폰 보급률과 모바일 앱의 인기 상승입니다. 모바일 앱 사용이 급증함에 따라 광고주들은 대규모의 열성적인 사용자층에 도달할 수 있는 잠재력을 인식하고 인앱 광고 캠페인에 대한 투자를 늘리고 있습니다. 또한, 광고 타겟팅 및 추적 기술의 발전으로 광고주들은 개인화되고 관련성 높은 광고를 게재할 수 있게 되어 사용자 참여와 전환율을 높일 수 있게 되었습니다. 인앱 광고 시장은 큰 비즈니스 기회를 가져다 주지만, 동시에 제약 요인과 고려해야 할 과제도 존재합니다. 광고 피로감이나 광고 차단 소프트웨어와 같은 문제는 사용자가 과도한 광고에 압도당하거나 광고에 대한 거부감을 느껴 부정적인 사용자 경험으로 이어질 수 있기 때문입니다. 또한, 프라이버시 우려와 데이터 보호 규정 준수가 시장에 영향을 미치고 있으며, 광고주는 사용자 데이터 수집 및 사용에 있어 투명성과 규정 준수를 보장해야 합니다. 세계 인앱 광고 시장은 모바일 애플리케이션의 수익 창출과 광고주에게 대규모의 열성적인 시청자를 확보할 수 있는 플랫폼 제공이라는 두 가지 목적을 달성하고 있습니다. 스마트폰 보급 확대, 광고 타겟팅 기술의 발전, 모바일 앱의 인기 등의 요인이 시장 성장을 견인하고 있습니다. 그러나 광고 피로감, 광고 차단, 프라이버시 우려 등의 문제에 대한 대응은 필수적입니다. 또한, 첨단 기술 통합, 인터랙티브 광고 포맷, 프로그래매틱 광고 등을 통해 시장에는 더 많은 비즈니스 기회가 있습니다.

목차

주요 요약

  • 시장 개요
  • 전변

조사 방법

  • 정보 조달
  • 2차/1차 정보원
  • 시장 규모 추정
  • 시장 전제조건과 제한

상위 시장 분석

  • 시장 개요
  • 시장 규모
  • 시장 역학
    • 성장 촉진요인
    • 기회
    • 성장 억제요인
    • 과제

주요 시장 인사이트

  • 기술 분석
  • 가격 분석
  • 공급망 분석
  • 밸류체인 분석
  • 시장 생태계
  • IP 분석
  • 무역 분석
  • 스타트업 분석
  • 원재료 분석
  • 혁신 매트릭스
  • 파이프라인 제품 분석
  • 거시경제 지표
  • 주요 투자 분석
  • 주요 성공 요인
  • 경쟁 정도

시장 역학과 전망

  • 시장 역학
    • 성장 촉진요인
    • 기회
    • 성장 억제요인
    • 과제
  • 규제 상황
  • Porter의 Five Forces 분석
  • 향후 혼란에 관한 특별 인사이트

세계의 인앱 광고 시장 : 플랫폼 형태별

  • 시장 개요
  • Android
  • iOS
  • 기타

세계의 인앱 광고 시장 : 용도별

  • 시장 개요
  • 엔터테인먼트
  • 게임
  • 소셜
  • 온라인 쇼핑
  • 결제 및 발권
  • 뉴스
  • 기타

세계의 인앱 광고 시장 규모 : 지역별

  • 시장 개요
  • 북미
    • 미국
    • 캐나다
  • 유럽
    • 독일
    • 스페인
    • 프랑스
    • 영국
    • 기타 유럽
  • 아시아태평양
    • 중국
    • 인도
    • 일본
    • 한국
    • 기타 아시아태평양
  • 라틴아메리카
    • 브라질
    • 기타 라틴아메리카
  • 중동 및 아프리카
    • GCC 국가
    • 남아프리카공화국
    • 기타 중동 및 아프리카

경쟁 구도

  • 주요 5개사 비교
  • 주요 기업의 시장 포지셔닝(2021년)
  • 주요 시장 기업이 채택한 전략
  • 주요 성공 전략
  • 시장에서의 최근 활동
  • 주요 기업의 시장 점유율(2021년)

주요 기업 개요

  • Google LLC(미국)
  • Facebook, Inc.(미국)
  • Twitter, Inc.(미국)
  • InMobi(인도)
  • Unity Technologies(미국)
  • AppLovin Corporation(미국)
  • ironSource Ltd.(이스라엘)
  • Vungle Inc.(미국)
  • Chartboost Inc.(미국)
  • Tapjoy Inc.(미국)
  • AdColony(미국)
  • Liftoff Mobile Inc.(미국)
  • Fyber N.V.(독일)
  • Aarki Inc.(미국)
  • AdAction Interactive(미국)
  • Adikteev(프랑스)
  • Digital Turbine, Inc.(미국)
  • MoPub Inc.(미국)
  • Ogury Ltd.(영국)
  • Smaato Inc.(미국)
LSH 24.04.11

Global In-app Advertising Market size was valued at USD 151 Million in 2022 and is poised to grow from USD 171.08 Million in 2023 to USD 464.56 Million by 2031, at a CAGR of 13.3% during the forecast period (2024-2031).

The in-app advertising market aims to monetize mobile applications by providing a platform for advertisers to directly promote their products or services to app users. For app developers, in-app advertising serves as a revenue generation opportunity, enabling them to offer free or low-cost apps while earning income from ad placements. Advertisers benefit from accessing a highly engaged and targeted audience, as in-app ads can be customized based on user demographics, behavior, and preferences. The growth of the in-app advertising market is driven by the increasing prevalence of smartphones and the rising popularity of mobile applications. As mobile app usage continues to surge, advertisers recognize the potential to reach a large and engaged user base, leading to increased investments in in-app advertising campaigns. Moreover, advancements in ad targeting and tracking technologies empower advertisers to deliver personalized and relevant ads, thereby enhancing user engagement and conversion rates. While the in-app advertising market presents substantial opportunities, there are also restraining factors and challenges to consider. Issues such as ad fatigue and ad-blocking software pose challenges, as users may feel overwhelmed or annoyed by excessive or intrusive ads, resulting in a negative user experience. Additionally, privacy concerns and compliance with data protection regulations impact the market, necessitating advertisers to ensure transparent and compliant practices in collecting and using user data. The global in-app advertising market serves the dual purpose of monetizing mobile applications and providing advertisers with a platform to engage a large and attentive audience. Factors such as growing smartphone penetration, advancements in ad targeting technologies, and the popularity of mobile apps are driving market growth. However, addressing challenges such as ad fatigue, ad-blocking, and privacy concerns is essential. The market also presents opportunities through the integration of advanced technologies, interactive ad formats, and programmatic advertising.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global In-app Advertising Market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global In-app Advertising Market Segmental Analysis

The global in-app advertising market is segmented on the basis of platform, application, and region. In terms of platform, the market is segmented into android, iOS, and others. Based on classification by application, the market is segmented into entertainment, gaming, social, online shopping, payment & ticketing, news, and others. By region, the market is segmented into North America, Europe, Asia Pacific, Middle East and Africa, and Latin America.

Drivers of the Global In-app Advertising Market

The in-app advertising market has been significantly driven by the widespread adoption of smartphones globally. With an increasing number of people relying on mobile apps for various activities, advertisers perceive the opportunity to connect with a vast and engaged audience through in-app ads.

The change in consumer behavior, marked by a shift towards mobile usage and activities centered around mobile platforms such as social media, gaming, and online shopping, has spurred the demand for in-app advertising. Advertisers acknowledge the importance of reaching consumers in the spaces where they spend the majority of their time, engaging with them through precisely targeted in-app ads.

Restraints in the Global In-app Advertising Market

The prevalence of ad-blocking software and escalating concerns regarding user privacy presents challenges for in-app advertising. Users are increasingly inclined to manage their online experiences, exercising the option to block or restrict the display of ads, which can impact the reach and effectiveness of in-app advertising campaigns.

The proliferation of excessive and intrusive ads can contribute to ad fatigue among users, leading to reduced engagement and diminished ad effectiveness. Advertisers face the challenge of finding a delicate balance, delivering ads that are both relevant and engaging while ensuring they do not disrupt the overall user experience.

Market Trends of the Global In-app Advertising Market

Advertisers and marketers have increasingly directed their focus towards harnessing user data and advanced analytics to deliver personalized advertisements tailored to specific target audiences. By leveraging information such as demographics, interests, browsing behaviour, and location, advertisers have been able to create more relevant and engaging ad experiences. For instance, an e-commerce app might showcase personalized product recommendations based on a user's previous purchases or browsing history. This trend not only enhanced the user experience but also elevated the effectiveness of advertising campaigns by precisely targeting the right users with the right messages.

With the surge in popularity of mobile gaming, advertisers have recognized the potential of reaching a highly engaged and captive audience within mobile games. In-game advertising involves seamlessly integrating brand messages or advertisements directly into the gaming experience, encompassing formats such as banner ads, interstitial ads, rewarded videos, or branded in-game items. As an example, a car manufacturer might sponsor a racing game and prominently feature their vehicles within the game environment. In-game advertising allows advertisers to connect with users during their leisure time and create immersive brand experiences. This trend has been propelled by the rapid growth of the gaming industry and the willingness of users to engage with advertisements in exchange for in-game rewards or an enhanced gameplay experience.

Table of Contents

Executive Summary

  • Market Overview
  • Wheel of Fortune

Research Methodology

  • Information Procurement
  • Secondary & Primary Data Sources
  • Market Size Estimation
  • Market Assumptions & Limitations

Parent Market Analysis

  • Market Overview
  • Market Size
  • Market Dynamics
    • Drivers
    • Opportunities
    • Restraints
    • Challenges

Key Market Insights

  • Technology Analysis
  • Pricing Analysis
  • Supply Chain Analysis
  • Value Chain Analysis
  • Ecosystem of the Market
  • IP Analysis
  • Trade Analysis
  • Startup Analysis
  • Raw Material Analysis
  • Innovation Matrix
  • Pipeline Product Analysis
  • Macroeconomic Indicators
  • Top Investment Analysis
  • Key Success Factor
  • Degree of Competition

Market Dynamics & Outlook

  • Market Dynamics
    • Drivers
    • Opportunities
    • Restraints
    • Challenges
  • Regulatory Landscape
  • Porters Analysis
    • Competitive rivalry
    • Threat of Substitute Products
    • Bargaining Power of Buyers
    • Threat of New Entrants
    • Bargaining Power of Suppliers
  • Skyquest Special Insights on Future Disruptions
    • Political Impact
    • Economic Impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Global In-app Advertising Market by Platform

  • Market Overview
  • Android
  • iOS
  • and Others

Global In-app Advertising Market by Application

  • Market Overview
  • Entertainment
  • Gaming
  • Social
  • Online Shopping
  • Payment & Ticketing
  • News
  • and Others

Global In-app Advertising Market Size by Region

  • Market Overview
  • North America
    • USA
    • Canada
  • Europe
    • Germany
    • Spain
    • France
    • UK
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Rest of Asia-Pacific
  • Latin America
    • Brazil
    • Rest of Latin America
  • Middle East & Africa (MEA)
    • GCC Countries
    • South Africa
    • Rest of MEA

Competitive Landscape

  • Top 5 Player Comparison
  • Market Positioning of Key Players, 2021
  • Strategies Adopted by Key Market Players
  • Top Winning Strategies
    • By Development
    • By Company
    • By Year
  • Recent Activities in the Market
  • Key Companies Market Share (%), 2021

Key Company Profiles

  • Google LLC (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Facebook, Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Twitter, Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • InMobi (India)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Unity Technologies (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • AppLovin Corporation (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • ironSource Ltd. (Israel)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Vungle Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Chartboost Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Tapjoy Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • AdColony (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Liftoff Mobile Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Fyber N.V. (Germany)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Aarki Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • AdAction Interactive (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Adikteev (France)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Digital Turbine, Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • MoPub Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Ogury Ltd. (UK)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
  • Smaato Inc. (US)
    • Company Overview
    • Business Segment Overview
    • Financial Updates
    • Key Developments
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