As per MRFR Analysis, the In-App Advertising Market is poised for significant growth, expanding from USD 110.797 Billion in 2024 to USD 338.9 Billion by 2032, with a CAGR of 15.00% during the forecast period. The market was valued at USD 94.44 Billion in 2023, driven by factors such as the increasing adoption of location-based technology, enhanced customer service, and the growing influence of social media and e-commerce. The market is characterized by a strong preference for banner ads, which dominate revenue generation due to their affordability and effectiveness. The IOS platform is expected to capture the largest market share, while the Android segment is anticipated to grow the fastest. The gaming application segment leads in revenue generation, with the entertainment sector projected to experience the highest growth rate.
Key trends driving the In-App Advertising Market include technological advancements and increased advertising spending.
Key players include Microsoft Corporation, Facebook Inc., Apple Inc., Google LLC, Amobee Inc., MoPub Inc., The Rubicon Project Inc., InMobi Communications Inc., Tapjoy Inc., and Smaato Inc.
Increasing adoption of location-based technology, improving customer service aids and greater penetration of social media & e-commerce are the key market drivers enhancing the market growth.
Figure 1: In-app Advertising Market Size, 2023-2032 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Growing adoption of location-based Technology is driving the market growth
Market CAGR for In-app advertising is driven by the increasing adoption of location-based services. Location-based marketing uses mobile device users’ past and existing locations to show relevant content. The growing advertisement spending ly is the primary factor supporting market growth. Brands and businesses are making massive investments in advertising & marketing activities to enrich the customer base and brand awareness.
Additionally, incorporating the latest technologies is continuously developing the ability of marketers to deliver significant advertisements to the customers; the ongoing improvements will permit marketers to improve their effectiveness and offer an improved advertising experience to the consumers. Consumers utilize mobile devices to research products before making a purchase, despite certain nations’ restrictions on mobile shopping.
Furthermore, as per the research, smartphone users spend more than 90% of their time on several applications, making it an best choice for marketers for advertising. The rapidly increasing trend of online gaming and the grown popularity of e-commerce platforms and applications is anticipated to propel the further growth of the in-app advertising industry. The companies are increasing their spending on in-app advertisements considering their advanced click-through rate than mobile web advertising. Additionally, in-app advertising permits application developers to build an effective revenue generation strategy by displaying advertisements on mobile applications. Thus, driving the In-App Advertising market revenue.
The In-App Advertising market segmentation, based on type, includes native ads, video ads, banner ads, rich media ads, and intertidal ads. The banner ads dominated the market, accounting for maximum market revenue. The increase is ascribed to several advantages, including affordability, simplicity of implementation, and support for all kinds of mobile devices and apps. Through banner ads, advertisers may enhance traffic, brand recognition, and product sales. Over the projection year, the banner advertisements category will have several development prospects due to the strong returns on investment offered by these ads.
Intertidal ads are anticipated to be the fastest-growing segment due to the higher return on investment and improved click-through rate.
The in-app advertising market segmentation, based on platform, includes IOS and Android. The IOS segment is anticipated to generate the maximum market share. Thanks to recent IOS releases, users have more control over whether or not to submit their IDFA data (Identification for Advertisers). Applications cannot share or gather data without the users’ consent, allowing users to secure their data. The IOS platform is expanding due to the enhanced capabilities, user-friendly design, and greater use of IOS devices in emerging nations like South Korea, China, and Japan.
The Android platform is anticipated to be the fastest-growing segment in the projected period.
Figure 2: In-App Advertising Market, by Platform, 2022 & 2032 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
The In-App Advertising market segmentation, based on application, includes online shopping, messaging, entertainment, gaming and ticketing. The gaming-segment category generated the most income. Mobile gaming is expanding internationally due to technological advancements in smartphone hardware and software and the more widespread accessibility of mobile games. Advertisers invest in various advertising formats to produce and distribute engaging adverts on gaming applications. High eCPM rates and a specialized audience may be reached thanks to the advertising on gaming applications.
The entertainment sector is anticipated to be the fastest-growing segment in the projected period due to using data on watching preferences, age, geography, gender, and other factors; advertisers are using these platforms to reach their intended audience and track the effectiveness of their advertising efforts.
By region, the study provides market insights into North America, Europe, Asia-Pacific and Rest of the World. The North American In-App Advertising market will dominate this market, owing to the large number of smartphone users and the increasing popularity of mobile streaming services. In addition, the continuously growing gaming market and substantial growth in mobile shopping, due to its ability to offer a better shopping experience, will boost market growth in this region.
Further, the major countries studied in the market report are The US, Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.
Figure 3: IN-APP ADVERTISING MARKET SHARE BY REGION 2022 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Europe's In-App Advertising market accounts for the second-largest market share due to the digital advertising and marketing ecosystem rise. Further, the German In-App Advertising market held the largest market share, and the UK In-App Advertising market was the fastest-growing market in the European region.
The Asia-Pacific In-App Advertising Market is expected to grow at the fastest CAGR from 2023 to 2032 due to increasing internet penetration and the pervasiveness of smartphones in developing countries. Moreover, China’s In-App Advertising market held the largest market share, and the Indian In-App Advertising market was the fastest-growing market in the Asia-Pacific region.
Leading market players are investing greatly in research and development to expand their product lines, which will help the In-App Advertising market, grow even more. Market participants are also undertaking various strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. The in-App Advertising industry must offer cost-effective items to increase and survive in a more competitive and rising market climate.
Manufacturing locally to minimize operational costs is one of the key industry tactics manufacturers use in the In-App Advertising industry to benefit clients and increase the market sector. In recent years, the In-App Advertising industry has offered some of the most substantial advantages to social media and e-commerce. Major players in the In-App Advertising market, including Microsoft Corporation (US), Facebook Inc. (US), Apple Inc. (US), Google LLC (US), Amobee Inc. (US), MoPub Inc. (US), The Rubicon Project Inc. (US), InMobi Communiactions Inc. (US), Tapjoy Inc. (US), Smaato Inc. (New York), and others, are attempting to rise market demand by put in in research and development operations.
Google LLC is an American multinational technology firm emphasizing consumer electronics, cloud computing, computer software, quantum computing, internet advertising, and search engine technology. Because of its market domination, data collecting, and technical advances in artificial intelligence, it has been referred to as “the most powerful company in the world” and one of the most valuable brands ly. For Instance: In February 2022, Google announced an improved Search Ads 360 platform, which would provide more administration choices for users of Google Ads campaigns in an easier, integrated interface while incorporating Google’s new innovative advertising technologies. Search Ads 360 is a comprehensive Google Ads management solution allowing ad managers to control all their projects and campaigns from one place.
Smaato, Inc.'s digital ad tech platform is the only Omni channel ad server and monetization solution with controls to simplify monetization. Publishers can get their first-party data and manage all inventory in one place. Marketers get access to the highest-quality inventory to reach audiences worldwide and on any device. Smaato is part of Verve Group, an MGI- Media and Games Invest SE Company. The company’s key mission is to solve complexity with simplicity. For Instance: Smaato, Inc. announced a partnership with HUMAN Security, Inc., a cyber-security firm. Smaato’s integration with HUMAN and Smaato’s automated systems that connect with human expertise improve the safety and security of the platform for both marketers and publishers.
Microsoft Corporation (US)
Facebook Inc. (US)
Apple Inc. (US)
Google LLC (US)
Amobee Inc. (US)
MoPub Inc (US)
The Rubicon Project Inc. (US)
InMobi (US)
Verizon Communications Inc. (US)
Tapjoy Inc. (US)
Smaato Inc. (New York)
TikTok introduced a product in 2023 that allows advertisers to run ads next to original content created by premium publishers in exchange for a split of the advertising revenue. Brands including Buzzfeed, DotDash Meredith, NBCUniversal, UFC, and WWE will be among the first to sign up when Pulse Premiere launches on May 4, according to the social networking platform. According to the firm, it is an expansion of TikTok's Pulse program, which enables advertisers to position their brand alongside the top 4% of content on the platform.
The goal of Truecaller Ads' new product line, which will go on sale in 2022, is to help advertisers fulfill their goals at every stage of the funnel. By extending its platform to mobile advertising and acting as a bridge between brands and prospective clients, Truecaller Ads will give marketers access to a distinctive range of features, including broad reach, high engagement, a private setting, sophisticated targeting options, and first-party data insights for accurate audience segmentation.
Native ads
Video ads
Banner ads
Rich media ads
Intertidal ads
IOS
Android
Online Shopping
Messaging
Entertainment
Gaming and Ticketing
US
Canada
Germany
France
UK
Italy
Spain
Rest of Europe
China
Japan
India
Australia
South Korea
Australia
Rest of Asia-Pacific
Middle East
Africa
Latin America
| Report Attribute/Metric | Details |
| Market Size 2023 | USD 94.44 Billion |
| Market Size 2024 | USD 110.79 Billion |
| Market Size 2032 | USD 338.9 Billion |
| Compound Annual Growth Rate (CAGR) | 15.00% (2024-2032) |
| Base Year | 2023 |
| Market Forecast Period | 2024-2032 |
| Historical Data | 2018- 2022 |
| Market Forecast Units | Value (USD Billion) |
| Report Coverage | Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends |
| Segments Covered | Type, Platform, Application, and Region |
| Geographies Covered | North America, Europe, Asia Pacific, and the Rest of the World |
| Countries Covered | The US, Canada, German, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil |
| Key Companies Profiled | Microsoft Corporation (US), Facebook Inc. (US), Apple Inc. (US), Google LLC (US), Amobee Inc. (US), MoPub Inc. (US), The Rubicon Project Inc. (US), InMobi (US), Verizon Communications Inc. (US), Tapjoy Inc. (US), Smaato Inc. (New York) |
| Key Market Opportunities | Media consumption lyThe usage of AR and VR will create exceptional growth |
| Key Market Dynamics | Increasing adoption of location-based technologyImproving customer service aidsGreater penetration of social media |
In-app Advertising Market Highlights:
Frequently Asked Questions (FAQ) :
The In-App Advertising market size was valued at USD 94.44 Billion in 2023.
The market is projected to grow at a CAGR of 15.00% during the forecast period, 2024-2032.
North America had the largest share of the market.
The key players in the market are Microsoft Corporation (US), Facebook Inc. (US), Apple Inc. (US), Google LLC (US), Amobee Inc. (US), MoPub Inc. (US), The Rubicon Project Inc. (US), InMobi (US), Verizon Communications Inc (US), Tapjoy Inc. (US), Smaato Inc. (New York), and Others.
The banner ads segment dominated the market in 2022.
The IOS platform had the largest share of the market.
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Team Lead - Research she holds an experience of about 6+ years in market research and business consulting, working under the spectrum of information communication technology, telecommunications and semiconductor domains. aarti conceptualizes and implements a scalable business strategy and provides strategic leadership to the clients. her expertise lies in market estimation, competitive intelligence, pipeline analysis, customer assessment, etc.
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