In-app advertising companies, provide solutions for delivering targeted advertisements within mobile applications. These companies leverage user data, demographics, and behaviour to display relevant ads, creating a more personalized and engaging user experience. In-app advertising is a key revenue stream for app developers and publishers.
Competitive Landscape of In-App Advertising Market
The in-app advertising market is a dynamic and rapidly evolving space, characterized by intense competition between established players and emerging new entrants. With the growing mobile app usage, in-app advertising has become a crucial revenue stream for both app developers and advertisers. This report provides insights into the competitive landscape of the in-app advertising market, highlighting key players, their strategies, market share analysis factors, emerging companies, and current investment trends.
Key Players:
Strategies Adopted:
The key players in the in-app advertising market have adopted various strategies to stay competitive:
Market Share Analysis Factors:
Several factors are analyzed to determine market share in the in-app advertising landscape:
New and Emerging Companies:
Several new and emerging companies are challenging the dominance of established players in the in-app advertising market:
Current Company Investment Trends:
In-app advertising companies are currently investing heavily in several key areas:
Latest Company Updates:
The goal of the new emotive function that Koo, a microblogging network, introduced in 2023 is to increase exposure for its advertising. For a duration of 24 hours, the feature—the "like" button—will change when clicked to a floating brand icon.
A new advertising solution that enables marketers to contact customers from a more prominent position within the company's mobile app will go through alpha testing by Pinterest in 2023. Currently dubbed the "Premiere Spotlight" ad, this new format gives advertisers access to a premium placement on the Pinterest app's search page for a duration of 24 hours.
After concentrating on independent producers in the past, TikTok said that it will be releasing a new product in 2023 that will allow publishers to sell ads alongside their uploads.
The In-App Advertising Market Size is projected to grow from USD 110.797 Billion in 2024 to USD 338.9 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 15.00% during the forecast period (2024 - 2032). Additionally, the In-App advertising market size was valued at USD 94.44 Billion in 2023.
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
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)
March 2021: InMobi and Gojek Tech partnered to improve advertising, identity resolution, and customer analytics for Southeast Asia. Using InMobi’s mobile intelligence and Gojek Tech’s in-app engagement signals, brands can deterministically assess the impact of their online advertising purchases across platforms. Gojek Tech is a Southeast Asia-focused mobile on-demand payment and service platform.
April 2022: AppLovin Corporation joined with The Trade Desk, an advertising technology provider. By assimilating ALX as a source to The Trade Desk’s platform, advertisers and agencies will access AppLoving Exchange (ALX), an in-app RTB exchange.
Native ads
Video ads
Banner ads
Rich media ads
Intertidal ads
IOS
Android
Online Shopping
Messaging
Entertainment
Gaming and Ticketing
North America
US
Canada
Europe
Germany
France
UK
Italy
Spain
Rest of Europe
Asia-Pacific
China
Japan
India
Australia
South Korea
Australia
Rest of Asia-Pacific
Rest of the World
Middle East
Africa
Latin America
In-app Advertising Market Highlights:
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