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市场调查报告书
商品编码
1451081

2024-2032 年按细分市场（搜寻、展示、影片、社群媒体、网站等）和地区分類的行动广告市场报告

Mobile Advertising Market Report by Segment (Search, Display, Video, Social Media, Websites, and Others), and Region 2024-2032
出版日期: | 出版商: IMARC | 英文 149 Pages | 商品交期: 2-3个工作天内

价格

2023年全球行动广告市场规模达到2,088亿美元。展望未来， IMARC Group预计到2032年市场规模将达到5,336亿美元，2024-2032年复合年增长率（CAGR）为10.7%。受行动装置的广泛使用、行动技术和广告工具的技术进步、社交媒体整合度的提高、消费者偏好和行为的变化以及各种监管变化和隐私问题的实施的推动，该市场正在快速增长。

行动广告市场分析：

市场成长与规模：在行动装置普及率和网路使用率不断提高、消费者习惯不断变化以及技术快速进步的推动下，市场正在稳定成长。

主要市场驱动因素：影响市场成长的主要驱动因素包括智慧型手机的广泛使用、行动技术的进步、社交媒体平台上广告的整合以及消费者偏好和行为的变化。

主要市场趋势：主要市场趋势涉及越来越多地采用人工智慧 (AI) 和机器学习 (ML) 进行目标广告。此外，为了因应监管变化和消费者隐私问题，人们越来越重视符合隐私的广告策略，这也促进了市场的成长。

地理趋势：亚太地区因其庞大、多样化的用户群和快速的数位连接成长而引领市场。在高科技采用和创新广告策略的推动下，其他地区也出现了显着成长。

竞争格局：市场的特征是主要参与者的积极参与，他们不断创新广告定位和格式。此外，公司也专注于策略合作伙伴关係、收购和新市场扩张。

挑战与机会：市场面临各种挑战，例如应对不同的监管环境、适应快速变化的消费者偏好以及解决隐私问题。然而，越来越多地利用新兴技术来创造更个人化和引人入胜的广告体验，正在为市场成长创造新的机会。

行动广告市场趋势：

行动装置的普及率不断提高

行动装置的广泛使用和使用正在为市场成长创造积极的前景。此外，行动网路的不断增强，例如第五代（5G）的推出，提高了网路速度和可靠性，有利于市场成长。与此一致的是，行动装置作为消费内容（包括社群媒体、新闻和娱乐）的主要媒介的使用不断增加，正在促进市场成长。同时，行动装置的承受能力不断提高，确保了行动广告的更广泛的人口覆盖范围，正在刺激市场成长。除此之外，增强的萤幕解析度和更快的处理能力的发展改善了用户体验，使行动平台对消费多媒体内容更具吸引力，有利于市场成长。

行动科技和广告工具的快速进步

扩增实境 (AR)、虚拟实境 (VR) 和人工智慧 (AI) 等技术的快速进步和创新，带来了更具互动性和吸引力的广告格式，为市场成长提供了相当大的推动力。此外，复杂资料分析工具的开发增强了追踪使用者行为、偏好和参与度的能力，正在支持市场成长。除此之外，优先考虑使用者体验的行动广告工具的日益普及，例如非侵入性广告格式和改进的载入时间，正在成为一个成长诱导因素。此外，程序化广告的广泛使用，可以即时自动化广告库存的购买和销售，以便在最佳时间将广告展示在正确的受众面前，从而促进了市场的成长。

社群媒体平台的广泛整合

由于其庞大的用户群，广告与社群媒体平台的广泛整合有利于市场成长。与此一致的是，社群媒体平台的使用不断增长，因为它们提供了基于用户人口统计、兴趣和行为的高级定位功能，这为市场成长提供了动力。此外，社群媒体平台的持续创新以及新的广告格式和功能（例如可购物的贴文和故事）增强了行动广告的有效性和吸引力，正在促进市场成长。除此之外，社群媒体平台的日益普及，因为它们提供各种广告格式，例如传统横幅广告、互动故事和赞助内容来吸引受众，这对市场成长产生了积极影响。

不断变化的消费者偏好和行为

随着用户更喜欢行动装置进行购物、娱乐、新闻和社交互动等各种活动，消费者偏好和行为不断变化，这为市场成长创造了积极的前景。此外，随着消费者更有可能参与针对其兴趣和偏好的广告，对个人化和相关内容的需求不断增长，正在推动市场成长。与此一致的是，广告商越来越多地采用人工智慧和资料分析来创建更个人化和有针对性的广告活动，这正在支持市场的成长。此外，隐私优先广告策略的广泛采用以及尊重用户隐私同时仍允许有效定位和个性化的新技术的开发正在加强市场成长。

不断增加的监管变化和隐私问题

有关消费者隐私的各种法规的实施，促使广告商和科技公司製定更透明和道德的广告实践，这为市场成长提供了动力。此外，第三方 cookie 的逐步淘汰导致采用新的、以隐私为中心的广告技术和策略，正在推动市场成长。此外，随着公司依赖经客户同意直接从客户收集的资料，向第一方资料策略的持续转变预计将推动市场成长。同时，大众对资料隐私的认识和关注不断增强，鼓励广告商在有效定位和尊重用户隐私之间找到平衡，正在刺激市场成长。

目录

第一章：前言

第 2 章：范围与方法

  • 研究目的
  • 利害关係人
  • 资料来源
    • 主要资源
    • 二手资料
  • 市场预测
    • 自下而上的方法
    • 自上而下的方法
  • 预测方法

第 3 章：简介

  • 概述
  • 执行摘要
  • 主要行业趋势

第 4 章：全球广告市场

  • 当前和历史的市场趋势
  • 各板块业绩
  • 各地区表现
  • 关键参与者及其市场份额
  • 市场预测

第 5 章：全球行动广告市场

  • 市场概况
  • 主要市场驱动因素
  • 当前和历史的市场趋势
  • COVID-19 的影响
  • 市场区隔：按细分市场
    • 搜寻
    • 展示
    • 影片
    • 社群媒体
    • 网站
    • 其他的
  • 各地区表现
    • 北美洲
    • 亚太地区
    • 欧洲
    • 中东和非洲
    • 拉丁美洲
  • 市场区隔：依行业
  • 市场预测
  • 行动广告定价模型
  • 行动广告的利润
  • 波特五力分析
    • 供应商的议价能力
    • 买家的议价能力
    • 替代品的威胁
    • 竞争竞争
    • 新进入者的威胁
  • 主要挑战

第 6 章：全球行动广告市场：竞争格局

  • 市场结构
  • 主要参与者简介
Product Code: SR112024A733

The global mobile advertising market size reached US$ 208.8 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 533.6 Billion by 2032, exhibiting a growth rate (CAGR) of 10.7% during 2024-2032. The market is rapidly growing, driven by the widespread utilization of mobile device, technological advancements in mobile technology and advertising tools, rising social media integration, evolving consumer preference and behaviors, and the implementation of various regulatory changes and privacy concerns.

Mobile Advertising Market Analysis:

Market Growth and Size: The market is witnessing stable growth, driven by the increasing mobile device penetration and internet usage, evolving consumer habits, and rapid technological advancements.

Major Market Drivers: Key drivers influencing the market growth include the widespread utilization of smartphones, advancements in mobile technology, integration of advertising on social media platforms, and the changing consumer preferences and behavior.

Key Market Trends: The key market trends involve the increasing adoption of artificial intelligence (AI) and machine learning (ML) for targeted advertising. Additionally, the growing emphasis on privacy-compliant advertising strategies in response to regulatory changes and consumer privacy concerns is bolstering the market growth.

Geographical Trends: Asia Pacific leads the market due to its large, diverse user base and rapid digital connectivity growth. Other regions are also showing significant growth, fueled by high technology adoption and innovative advertising strategies.

Competitive Landscape: The market is characterized by the active involvement of key players who are engaged in continually innovating ad targeting and formats. Furthermore, companies are focusing on strategic partnerships, acquisitions, and expansion into new markets.

Challenges and Opportunities: The market faces various challenges, such as navigating diverse regulatory environments, adapting to fast-evolving consumer preferences, and addressing privacy concerns. However, the rising utilization of emerging technologies to create more personalized and engaging advertising experiences, is creating new opportunities for the market growth.

Mobile Advertising Market Trends:

Increasing penetration of mobile devices

The widespread availability and utilization of mobile devices are creating a positive outlook for the market growth. Moreover, the continuous enhancement of mobile networks, like the rollout of the fifth-generation (5G), which improves internet speed and reliability, is favoring the market growth. In line with this, the increasing utilization of mobile devices as a primary medium for consuming content, including social media, news, and entertainment, is enhancing the market growth. Along with this, the rising affordability of mobile devices, ensuring a broader demographic coverage for mobile advertising, is stimulating the market growth. Besides this, the development of enhanced screen resolutions and faster processing power that improve the user experience, making mobile platforms more attractive for consuming multimedia content, is favoring the market growth.

Rapid advancements in mobile technology and advertising tools

The rapid technological advancements and innovations, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) that enable more interactive and engaging ad formats are providing a considerable boost to the market growth. Furthermore, the development of sophisticated data analytics tools that enhance the ability to track user behavior, preferences, and engagement, is supporting the market growth. In addition to this, the rising incorporation of mobile advertising tools that prioritize user experience, such as non-intrusive ad formats and improved load times, is acting as a growth-inducing factor. Furthermore, the widespread utilization of programmatic advertising that automates the buying and selling of ad inventory in real-time to place ads in front of the right audience at the optimal time is catalyzing the market growth.

Widespread integration of social media platforms

The widespread integration of advertising with social media platforms due to their vast user bases is favoring the market growth. In line with this, the growing utilization of social media platforms, as they offer advanced targeting capabilities based on user demographics, interests, and behaviors, is providing an impetus to the market growth. Additionally, the continuous innovations in social media platforms with new ad formats and features, such as shoppable posts and stories, that enhance the effectiveness and appeal of mobile advertising are fostering the market growth. In addition to this, the rising adoption of social media platforms, as they provide various ad formats, such as traditional banner ads, interactive stories, and sponsored content, for engaging with audiences, is positively impacting the market growth.

Evolving consumer preferences and behaviors

The changing consumer preferences and behaviors as users prefer mobile devices for various activities, such as shopping, entertainment, news, and social interactions, are creating a positive outlook for the market growth. Moreover, the rising demand for personalized and relevant content, as consumers are more likely to engage with ads that are tailored to their interests and preferences, is fueling the market growth. In line with this, the growing adoption of AI and data analytics by advertisers to create more personalized and targeted advertising campaigns is supporting the market growth. Furthermore, the widespread adoption of privacy-first advertising strategies and the development of new technologies that respect user privacy while still allowing for effective targeting and personalization are strengthening the market growth.

Rising regulatory changes and privacy concerns

The implementation of various regulations regarding consumer privacy, prompting advertisers and tech companies to develop more transparent and ethical advertising practices is providing an impetus to the market growth. Additionally, the phasing out of third-party cookies, leading to the adoption of new, privacy-centric advertising technologies and strategies, is propelling the market growth. Furthermore, the ongoing shift towards first-party data strategies, as companies rely on data collected directly from their customers with their consent, is anticipated to drive the market growth. Along with this, the increasing public awareness and concern over data privacy, encouraging advertisers to find a balance between effective targeting and respecting user privacy, is stimulating the market growth.

Mobile Advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, and regional levels for 2024-2032. Our report has categorized the market based on segment.

Breakup by Segment:

Search

Display

Video

Social Media

Websites

Others

Search accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the segment. This includes search, display, video, social media, websites, and others. According to the report, search represented the largest segment.

Search holds the largest share of the market, as it involves displaying ads in search engine results when users search for specific keywords or phrases. The dominance of search is attributed to its efficiency and effectiveness in targeting potential customers at the moment of their interest or need. Moreover, the increasing optimization of search advertising for mobile, offering features like location-based targeting and voice search optimization, is positively impacting the market growth. Along with this, the growing utilization of mobile search and the rising sophistication of search algorithms that offer tailored responses specific to the user's command is providing a thrust to the market growth.

Display advertising includes banners, rich media, and interactive ads shown on websites and apps. It is characterized by its visual appeal and ability to create brand awareness. Display advertising is crucial for long-term brand-building and retargeting efforts. Moreover, rapid innovations like interactive ad formats, making it more engaging and effective on mobile devices, are favoring the market growth.

Video advertising is a rapidly growing segment driven by the increasing consumption of video content on mobile devices. It is effective due to its engaging and storytelling nature, which resonates well with mobile users. Video ads are used in various formats, including in-stream, out-stream, and rewarded video ads in mobile games.

Social media advertising leverages the vast user bases of social media platforms. The ads in this segment are highly targeted based on user profiles, interests, and behaviors. The interactive nature of social media allows for engaging ad formats and direct communication with consumers. Moreover, the ability of social media advertising to foster community engagement and brand loyalty, is supporting the market growth.

Websites involve placing ads on web pages accessed via mobile browsers. It includes traditional banner ads and newer, more interactive formats. Website advertising remains significant due to the vast amount of content consumed through mobile browsers. Moreover, the development of responsive design and mobile-optimized websites, ensuring a positive user experience and higher engagement rates, is facilitating the market growth.

Breakup by Region:

North America

Asia Pacific

Europe

Middle East and Africa

Latin America

Asia Pacific leads the market, accounting for the largest mobile advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Europe, the Middle East and Africa, and Latin America. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific is the largest segment in the mobile advertising market, propelled by the rapid adoption of smartphones and mobile internet across the region. Moreover, the increasing utilization of mobile advertising, due to the region's cultural and linguistic diversity that requires tailored advertising strategies to engage different audiences effectively, is favoring the market growth. Additionally, the presence of major tech companies and the rapid growth of local social media platforms that drive innovation and investment in mobile advertising is providing a thrust to the market growth.

Europe's mobile advertising market is characterized by high smartphone penetration and a mature digital infrastructure. Moreover, the region's strong regulatory environment, leading to innovative approaches in targeting and personalization within the legal framework, is favoring the market growth. Besides this, the diverse cultural landscape requiring advertisers to adopt multi-lingual and culturally sensitive strategies is boosting the market growth.

North America is a significant player in the mobile advertising market, driven by high smartphone usage, technological advancement, and the presence of global tech companies. Furthermore, the region is known for its innovative approaches to mobile advertising, including advanced targeting techniques and the use of AI and machine learning (ML).

Latin America is a rapidly growing market driven by increasing mobile penetration and internet access. Furthermore, the region shows great potential as social media usage is particularly high, providing fertile ground for mobile social media advertising. Along with this, the rising popularity of social media among the young generation is favoring the market growth.

The Middle East and Africa are experiencing fast growth in the mobile advertising market, spurred by a young population, increasing mobile penetration, and improving digital infrastructure. Additionally, the region's vast cultural and economic diversity, requiring region-specific strategies for effective mobile advertising, is creating lucrative growth opportunities for the market.

Leading Key Players in the Mobile Advertising Industry:

The key players in the market are engaging in a range of strategic activities to consolidate their position and capitalize on emerging opportunities, including technological innovation, strategic partnerships, acquisitions, and expansion into new geographical markets. Moreover, major companies are continuously refining their algorithms to offer more targeted and effective advertising solutions, leveraging advanced analytics, ML, and AI. Additionally, they are focusing on privacy-compliant advertising strategies in response to increasing regulatory pressures and consumer privacy concerns. Besides this, the key players are exploring new advertising formats, such as augmented reality (AR) and interactive video ads, to enhance user engagement.

Key Questions Answered in This Report

  • 1. What was the size of the global mobile advertising market in 2023?
  • 2. What is the expected growth rate of the global mobile advertising market during 2024-2032?
  • 3. What has been the impact of COVID-19 on the global mobile advertising market?
  • 4. What are the key factors driving the global mobile advertising market?
  • 5. What is the breakup of the global mobile advertising market based on the segment?
  • 6. What are the key regions in the global mobile advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Introduction

  • 3.1 Overview
  • 3.2 Executive Summary
  • 3.3 Key Industry Trends

4 Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Performance of Various Segments
  • 4.3 Performance of Various Regions
  • 4.4 Key Players and their Market Shares
  • 4.5 Market Forecast

5 Global Mobile Advertising Market

  • 5.1 Market Overview
  • 5.2 Key Market Drivers
  • 5.3 Current and Historical Market Trends
  • 5.4 Impact of COVID-19
  • 5.5 Market Breakup by Segment
    • 5.5.1 Search
    • 5.5.2 Display
    • 5.5.3 Video
    • 5.5.4 Social Media
    • 5.5.5 Websites
    • 5.5.6 Others
  • 5.6 Performance of Various Regions
    • 5.6.1 North America
    • 5.6.2 Asia Pacific
    • 5.6.3 Europe
    • 5.6.4 Middle East and Africa
    • 5.6.5 Latin America
  • 5.7 Market Breakup by Industry
  • 5.8 Market Forecast
  • 5.9 Mobile Advertising Pricing Models
  • 5.10 Margins in Mobile Advertising
  • 5.11 Porters Five Forces Analysis
    • 5.11.1 Bargaining Power of Suppliers
    • 5.11.2 Bargaining Power of Buyers
    • 5.11.3 Threat of Substitutes
    • 5.11.4 Competitive Rivalry
    • 5.11.5 Threat of New Entrants
  • 5.12 Key Challenges

6 Global Mobile Advertising Market: Competitive Landscape

  • 6.1 Market Structure
  • 6.2 Profiles of Leading Players

List of Figures

  • Figure 1: Global: Mobile Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2023
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2023
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2023
  • Figure 6: Global: Advertising Market: Share of Key Players (in %), 2023
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
  • Figure 10: Global: Mobile Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 11: Global: Mobile Advertising Market: Breakup by Segment (in %), 2023
  • Figure 12: Global: Mobile Search Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 13: Global: Mobile Display Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 14: Global: Mobile Video Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 15: Global: Mobile Social Media Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 16: Global: Mobile Websites Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 17: Global: Other Mobile Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 18: Global: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 19: Global: Mobile Advertising Market: Regional Breakup (in %), 2023
  • Figure 20: North America: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 21: Asia Pacific: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 22: Europe: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 23: Middle East and Africa: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 24: Latin America: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 25: Global: Mobile Advertising Market: Breakup by Industry (in %), 2023
  • Figure 26: Global: Mobile Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 27: Global: Mobile Advertising Industry: Porter's Five Forces Analysis

List of Tables

  • Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2018-2023
  • Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2024-2032