In-app Advertising Market by Types (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Native Ads), Platforms (Android, iOS, and Others), Applications (Messaging, Entertainment, Gaming, Online Shopping, Payment & Ticketing, and Others), and Regions (Asia Pacific, North America, Latin America, Europe, and Middle East & Africa) - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast 2023 - 2031
In-app Advertising Market Outlook 2031
The global in-app advertising market size was valued at USD 155.1 Billion in 2022 and is projected to reach USD 473.4 Billion by 2031, expanding at a CAGR of 13.2% during the forecast period 2023 - 2031. The growth of the market is attributed to the higher click-through rate and rising usage of mobile applications.
Mobile advertising is one of the most preferred means for marketers to promote their main brands and products. Several promotion methods such as banner advertisements, interstitials, and video advertisements are used by business organization through the mobile advertisement. To ensure high return-on-investment (ROI) on the products and services, advertisers also uses several advanced app solution such as private marketplaces in-app (PMPs) that also allows the protection from fraudulent practices.
In-app advertising is a key method for promotion or advertising of goods and services using application for mobile devices and is widely used by business organizations as compared to mobile web advertisement. Using the app, marketers are able to connect the targeted audience easily with help of information about users’ location, age, interest, product choice, and consumption patterns. One of the major factors for growing popularity of in-app advertisements is due to increasing spending from marketers in advertising solutions to reach to far-reaching audience. Moreover, rapid development of mobile application from several developers plays an important role in the market expansion. These developers get paid for allowing brands or products to be promoted using their applications.
To encourage views and capture attention of customers, these applications offer more engaging, dynamic, and effective medium for advertisers. In a study of 2018 based on eMarketer data, mobile applications constituted around 25% of customers’ total media time, out of which 90% of the time was spent on applications. For many advertisement agencies and companies, in-app advertising represents a dynamic marketing channel that allows enterprises to customize ads to increase demand of their products and meet the needs of customers’ demand.
In-app Advertising Market Trends, Drivers, Restraints, and Opportunities
- Growing penetration of smartphones and rising usage of smartphone applications such as WhatsApp, Facebook, Instagram, and other social media platforms are major drivers for the in-app advertising market.
- Rising trend of online gaming and popularity of e-commerce websites are other key factors propelling the in-app advertising market growth.
- Frequently uses of messaging applications over other smart phone applications that results in producing significant effect of messaging applications on the in-app advertising market. This is expected to boost the market in the coming years.
- Rapid development of applications in several stores such as iOS store, Google Play store, and others are expected to drive the in-app advertising market expansion.
- Technicality issues and complex in testing software for iOS and android based application system are some of the major restraints that can hamper the growth of the in-app advertising market.
Scope of In-app Advertising Market Report
The report on the global in-app advertising market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.
Attributes |
Details |
Report Title |
In-App Advertising Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast |
Base Year |
2022 |
Historic Data |
2016–2021 |
Forecast Period |
2023–2031 |
Segmentation |
Types (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Native Ads), Platforms (Android, iOS, and Others), and Applications (Messaging, Entertainment, Gaming, Online Shopping, Payment & Ticketing, and Others) |
Regional Scope |
Asia Pacific, North America, Latin America, Europe, and Middle East & Africa |
Report Coverage |
Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, and Trends, and Revenue Forecast |
Key Players Covered in the Report |
Tapjoy, Inc., Google AdMob, BYYD Inc., Flurry, Inc., Tune, Inc., Amobee, Inc., InMobi, Glispa GmbH, One by AOL, and Chartboost |
Global In-App Advertising Market Segment Insights
Interstitial ads segment is expected to grow at a rapid pace
Based on types, the global in-app advertising market is divided into banner ads, interstitial ads, rich media ads, video ads, and native ads. In 2019, the banner ads segment dominated the market since the ads is one of the most common types that include animated or static media or images placed in high-visibility areas. To promote brand and pull visitors on advertiser’s website cost-effectively are main objectives of banner advertisements.
On the other hand, the interstitial ads segment is projected to grow at a fast pace during the forecast period. Interstitial ads are full-screen ads including videos, image or text that appear on screen in transitions in a mobile application. With breaks or pauses in the content, the ads become less disturbing and gives more immersive experience. Moreover, using the in-app advertising, marketers are able to reach those users who are difficult to connect using conventional advertising channels.
Android segment is projected to exhibit a robust CAGR
On the basis of platforms, the in-app advertising market is segmented into Android, iOS, and others. The Android segment represented a major market share in 2019 and expected to exhibit a robust CAGR during the forecast period. Rising use of tablets and smartphones are key driving factors for the segment expansion. Market share of platforms such as Java, Windows, and BlackBerry are projected to register a slower growth rate because of lower penetration of supported devices.
Growing constant update of new applications in stores especially in Google Play store is expected to drive the segment growth due to rising number of smart phone applications downloads. Another major factor that is responsible to boost the market is increasing demand for cost efficient and simple advertisements by online businesses. With ad-blocking technology on iOS applications, it is a challenging process to access and advertise through iOS platform.
Online shopping segment is expected to be a fast-growing
On the basis of applications, the in-app advertising market is divided into messaging, entertainment, gaming, online shopping, payment & ticketing, and others. In 2019 the market was dominated by the messaging segment. With comparing to other smartphone applications, messaging applications are widely used on a regular basis resulting into a rapid growth of the segment.
In addition to this, rising adoption of smartphones and freely available mobile messaging applications are projected to propel the segment growth. Moreover, wide adoption of mobile messaging applications in regions such as Asia Pacific and Latin America are anticipated to push the segment growth.
On the other hand, the online shopping segment is expected to be a fast-growing segment during the forecast period due to increasing consumers’ inclination towards online shopping over visiting offline stores. Companies present in E- commerce business using video ads on website, which helps the growth of the segment.
North America to account for a key share
In terms of regions, the in-app advertisement market is classified as Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. The presence of large number of well-established and key global retailers especially in the US present key driving factors for the market growth in North America. Moreover, availability of high-speed wireless internet connectivity, high adoption of smartphones, and high disposable income of consumers are other major factors responsible for the regional market growth.
On the other hand, the market in Asia Pacific is projected to be among the fastest-growing region over the forecast period. Increasing smartphone penetration, expansion of global businesses, rapid urbanization, growing preference for online shopping, and developing internet infrastructure are major drivers that fuel the in-app advertising market expansion in the region.
2. Assumptions and Acronyms Used
3. Research Methodology
4. In-app Advertising Market Overview
4.1. Introduction
4.1.1. Market Taxonomy
4.1.2. Market Definition
4.2. Macro-Economic Factors
4.2.1. Industry Outlook
4.3. In-app Advertising Market Dynamics
4.3.1. Market Drivers
4.3.2. Market Restraints
4.3.3. Opportunity
4.3.4. Market Trends
4.4. In-app Advertising Market - Supply Chain
4.5. Global In-app Advertising Market Forecast
4.5.1. In-app Advertising Market Size (US$ Mn) and Y-o-Y Growth
4.5.2. In-app Advertising Market Size (000’ Units) and Y-o-Y Growth
4.5.3. In-app Advertising Market Absolute $ Opportunity
5. Global In-app Advertising Market Analysis and Forecast by Types
5.1. Market Trends
5.2. Introduction
5.2.1. Basis Point Share (BPS) Analysis by Types
5.2.2. Y-o-Y Growth Projections by Types
5.3. In-app Advertising Market Size and Volume Forecast by Types
5.3.1. Banner Ads
5.3.2. Interstitial Ads
5.3.3. Rich Media Ads
5.3.4. Video Ads
5.3.5. Native Ads
5.4. Absolute $ Opportunity Assessment by Types
5.5. Market Attractiveness/Growth Potential Analysis by Types
6. Global In-app Advertising Market Analysis and Forecast by Applications
6.1. Market Trends
6.2. Introduction
6.2.1. Basis Point Share (BPS) Analysis by Applications
6.2.2. Y-o-Y Growth Projections by Applications
6.3. In-app Advertising Market Size and Volume Forecast by Applications
6.3.1. Messaging
6.3.2. Entertainment
6.3.3. Gaming
6.3.4. Online Shopping
6.3.5. Payment & Ticketing
6.3.6. Others
6.4. Absolute $ Opportunity Assessment by Applications
6.5. Market Attractiveness/Growth Potential Analysis by Applications
7. Global In-app Advertising Market Analysis and Forecast by Region
7.1. Market Trends
7.2. Introduction
7.2.1. Basis Point Share (BPS) Analysis by Region
7.2.2. Y-o-Y Growth Projections by Region
7.3. In-app Advertising Market Size and Volume Forecast by Region
7.3.1. North America
7.3.2. Latin America
7.3.3. Europe
7.3.4. Asia Pacific
7.3.5. Middle East and Africa (MEA)
7.4. Absolute $ Opportunity Assessment by Region
7.5. Market Attractiveness/Growth Potential Analysis by Region
7.6. Global In-app Advertising Demand Share Forecast, 2019-2026
8. North America In-app Advertising Market Analysis and Forecast
8.1. Introduction
8.1.1. Basis Point Share (BPS) Analysis by Country
8.1.2. Y-o-Y Growth Projections by Country
8.2. North America In-app Advertising Market Size and Volume Forecast by Country
8.2.1. U.S.
8.2.2. Canada
8.3. Absolute $ Opportunity Assessment by Country
8.4. North America In-app Advertising Market Size and Volume Forecast by Types
8.4.1. Banner Ads
8.4.2. Interstitial Ads
8.4.3. Rich Media Ads
8.4.4. Video Ads
8.4.5. Native Ads
8.5. Basis Point Share (BPS) Analysis by Types
8.6. Y-o-Y Growth Projections by Types
8.7. North America In-app Advertising Market Size and Volume Forecast by Applications
8.7.1. Messaging
8.7.2. Entertainment
8.7.3. Gaming
8.7.4. Online Shopping
8.7.5. Payment & Ticketing
8.7.6. Others
8.8. Basis Point Share (BPS) Analysis by Applications
8.9. Y-o-Y Growth Projections by Applications
8.10. Market Attractiveness/Growth Potential Analysis
8.10.1. By Country
8.10.2. By Product Type
8.10.3. By Application
8.11. North America In-app Advertising Demand Share Forecast, 2019-2026
9. Latin America In-app Advertising Market Analysis and Forecast
9.1. Introduction
9.1.1. Basis Point Share (BPS) Analysis by Country
9.1.2. Y-o-Y Growth Projections by Country
9.1.3. Latin America Average Pricing Analysis
9.2. Latin America In-app Advertising Market Size and Volume Forecast by Country
9.2.1. Brazil
9.2.2. Mexico
9.2.3. Rest of Latin America
9.3. Absolute $ Opportunity Assessment by Country
9.4. Latin America In-app Advertising Market Size and Volume Forecast by Types
9.4.1. Banner Ads
9.4.2. Interstitial Ads
9.4.3. Rich Media Ads
9.4.4. Video Ads
9.4.5. Native Ads
9.5. Basis Point Share (BPS) Analysis by Types
9.6. Y-o-Y Growth Projections by Types
9.7. Latin America In-app Advertising Market Size and Volume Forecast by Applications
9.7.1. Messaging
9.7.2. Entertainment
9.7.3. Gaming
9.7.4. Online Shopping
9.7.5. Payment & Ticketing
9.7.6. Others
9.8. Basis Point Share (BPS) Analysis by Applications
9.9. Y-o-Y Growth Projections by Applications
9.10. Market Attractiveness/Growth Potential Analysis
9.10.1. By Country
9.10.2. By Product Type
9.10.3. By Application
9.11. Latin America In-app Advertising Demand Share Forecast, 2019-2026
10. Europe In-app Advertising Market Analysis and Forecast
10.1. Introduction
10.1.1. Basis Point Share (BPS) Analysis by Country
10.1.2. Y-o-Y Growth Projections by Country
10.1.3. Europe Average Pricing Analysis
10.2. Europe In-app Advertising Market Size and Volume Forecast by Country
10.2.1. Germany
10.2.2. France
10.2.3. Italy
10.2.4. U.K.
10.2.5. Spain
10.2.6. Russia
10.2.7. Rest of Europe
10.3. Absolute $ Opportunity Assessment by Country
10.4. Europe In-app Advertising Market Size and Volume Forecast by Types
10.4.1. Banner Ads
10.4.2. Interstitial Ads
10.4.3. Rich Media Ads
10.4.4. Video Ads
10.4.5. Native Ads
10.5. Basis Point Share (BPS) Analysis by Types
10.6. Y-o-Y Growth Projections by Types
10.7. Europe In-app Advertising Market Size and Volume Forecast by Applications
10.7.1. Messaging
10.7.2. Entertainment
10.7.3. Gaming
10.7.4. Online Shopping
10.7.5. Payment & Ticketing
10.7.6. Others
10.8. Basis Point Share (BPS) Analysis by Applications
10.9. Y-o-Y Growth Projections by Applications
10.10. Market Attractiveness/Growth Potential Analysis
10.10.1. By Country
10.10.2. By Product Type
10.10.3. By Application
10.11. Europe In-app Advertising Demand Share Forecast, 2019-2026
11. Asia Pacific In-app Advertising Market Analysis and Forecast
11.1. Introduction
11.1.1. Basis Point Share (BPS) Analysis by Country
11.1.2. Y-o-Y Growth Projections by Country
11.1.3. Asia Pacific Average Pricing Analysis
11.2. Asia Pacific In-app Advertising Market Size and Volume Forecast by Country
11.2.1. China
11.2.2. Japan
11.2.3. South Korea
11.2.4. India
11.2.5. Australia
11.2.6. Rest of Asia Pacific (APAC)
11.3. Absolute $ Opportunity Assessment by Country
11.4. Asia Pacific In-app Advertising Market Size and Volume Forecast by Types
11.4.1. Banner Ads
11.4.2. Interstitial Ads
11.4.3. Rich Media Ads
11.4.4. Video Ads
11.4.5. Native Ads
11.5. Basis Point Share (BPS) Analysis by Types
11.6. Y-o-Y Growth Projections by Types
11.7. Asia Pacific In-app Advertising Market Size and Volume Forecast by Applications
11.7.1. Messaging
11.7.2. Entertainment
11.7.3. Gaming
11.7.4. Online Shopping
11.7.5. Payment & Ticketing
11.7.6. Others
11.8. Basis Point Share (BPS) Analysis by Applications
11.9. Y-o-Y Growth Projections by Applications
11.10. Market Attractiveness/Growth Potential Analysis
11.10.1. By Country
11.10.2. By Product Type
11.10.3. By Application
11.11. Asia Pacific In-app Advertising Demand Share Forecast, 2019-2026
12. Middle East & Africa In-app Advertising Market Analysis and Forecast
12.1. Introduction
12.1.1. Basis Point Share (BPS) Analysis by Country
12.1.2. Y-o-Y Growth Projections by Country
12.1.3. Middle East & Africa Average Pricing Analysis
12.2. Middle East & Africa In-app Advertising Market Size and Volume Forecast by Country
12.2.1. Saudi Arabia
12.2.2. South Africa
12.2.3. UAE
12.2.4. Rest of Middle East & Africa (MEA)
12.3. Absolute $ Opportunity Assessment by Country
12.4. Middle East & Africa In-app Advertising Market Size and Volume Forecast by Types
12.4.1. Banner Ads
12.4.2. Interstitial Ads
12.4.3. Rich Media Ads
12.4.4. Video Ads
12.4.5. Native Ads
12.5. Basis Point Share (BPS) Analysis by Types
12.6. Y-o-Y Growth Projections by Types
12.7. Middle East & Africa In-app Advertising Market Size and Volume Forecast by Applications
12.7.1. Messaging
12.7.2. Entertainment
12.7.3. Gaming
12.7.4. Online Shopping
12.7.5. Payment & Ticketing
12.7.6. Others
12.8. Basis Point Share (BPS) Analysis by Applications
12.9. Y-o-Y Growth Projections by Applications
12.10. Market Attractiveness/Growth Potential Analysis
12.10.1. By Country
12.10.2. By Product Type
12.10.3. By Application
12.11. Middle East & Africa In-app Advertising Demand Share Forecast, 2019-2026
13. Competition Landscape
13.1. Global In-app Advertising Market: Market Share Analysis
13.2. In-app Advertising Distributors and Customers
13.3. In-app Advertising Market: Competitive Dashboard
13.4. Company Profiles (Details: Overview, Financials, Developments, Strategy)
13.4.1. Tapjoy, Inc.
13.4.2. Google AdMob
13.4.3. BYYD Inc.
13.4.4. Flurry, Inc.
13.4.5. Tune, Inc.
13.4.6. Amobee, Inc.
13.4.7. InMobi
13.4.8. Glispa GmbH
13.4.9. One by AOL
13.4.10. Chartboost