应用程式内广告市场规模、份额和成长分析（按类型、平台、应用程式和地区）- 产业预测 2025-2032

预计到 2023 年全球应用程式内广告市场价值将达到 1,723.3 亿美元，并从 2024 年的 1952.5 亿美元成长到 2032 年的 5,301.9 亿美元，预测期内（2025-2032 年）的复合年增长率为 13.3%。

应用程式内广告市场从策略上来说旨在使行动应用程式收益，使应用程式开发人员能够在为用户提供免费或低成本选项的同时创造收益。由于智慧型手机的普及率不断提高以及行动应用程式的流行，市场正在不断增长，使得广告商能够透过有针对性的个人化广告有效地接触到高度参与的用户。然而，广告疲劳、广告拦截软体的盛行以及隐私法规等挑战是需要解决的主要障碍。儘管存在这些障碍，但透过先进的技术、创新的广告形式和程序化广告解决方案仍然有大量机会来推动用户参与。凭藉预测的永续年增长率，美国应用程式内广告市场处于良好的成长位置，专注于为开发人员提供收益以及为广告商提供有针对性的推广的双重角色。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 次要和主要资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态及展望

• 市场概况
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

主要市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024 年）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析

应用程式内广告市场规模（按类型和复合年增长率） (2025-2032)

• 市场概况
• 横幅广告
• 插播式广告
• 富媒体广告
• 影片广告
• 原生广告

应用程式内广告市场规模（依平台划分）及复合年增长率（2025-2032）

• 市场概况
• Android
• iOS
• 其他的

应用程式内广告市场规模（按应用划分）及复合年增长率（2025-2032）

• 市场概况
• 娱乐
• 游戏
• 社会的
• 网路购物
• 付款和票务
• 讯息
• 其他的

应用程式内广告市场规模（依地区划分）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲国家
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前 5 家公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采用的策略
• 近期市场趋势
• 公司市场占有率分析（2024 年）
• 主要企业简介
  • 公司详细信息
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• Alphabet Inc.（Google LLC）（United States）
• Meta Platforms Inc.（United States）
• Apple Inc.（United States）
• Microsoft Corporation（United States）
• Amazon.com Inc.（United States）
• AppLovin Corporation（United States）
• The Trade Desk Inc.（United States）
• Smaato Inc.（United States）
• InMobi Pte Ltd.（Singapore）
• Flurry（Yahoo Inc.）（United States）
• Tremor International Ltd.（Israel）
• PubMatic Inc.（United States）
• Magnite Inc.（United States）
• Digital Turbine Inc.（United States）
• Unity Software Inc.（United States）
• Criteo SA（France）

结论和建议

Global In-app Advertising Market size was valued at USD 172.33 billion in 2023 and is poised to grow from USD 195.25 billion in 2024 to USD 530.19 billion by 2032, growing at a CAGR of 13.3% during the forecast period (2025-2032).

The in-app advertising market is strategically designed to monetize mobile applications, allowing app developers to generate revenue while offering free or low-cost options to users. This market thrives on the increasing smartphone penetration and the rising popularity of mobile apps, enabling advertisers to effectively reach a highly engaged audience through targeted and personalized ad placements. However, challenges such as ad fatigue, the prevalence of ad-blocking software, and privacy regulations pose significant obstacles that need addressing. Despite these hurdles, opportunities abound through advanced technologies, innovative ad formats, and programmatic advertising solutions, fostering user engagement. With a forecasted sustainable CAGR, the US in-app advertising market is well-positioned for growth, emphasizing the dual role of monetization for developers and targeted outreach for advertisers.

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 Segments Analysis

Global In-app Advertising Market is segmented by Type, Platform, Application and region. Based on Type, the market is segmented into Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads and Native Ads. Based on Platform, the market is segmented into Android, iOS and Others. Based on Application, the market is segmented into Entertainment, Gaming, Social, Online Shopping, Payment & Ticketing, News and Others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global In-App Advertising Market

The surge in smartphone usage worldwide has emerged as a pivotal catalyst for the expansion of the in-app advertising market. With an increasing number of individuals depending on mobile applications for a wide range of activities, advertisers recognize the immense opportunity to connect with a vast and active audience through targeted in-app advertisements. This trend highlights the shift in consumer behavior towards mobile platforms, enabling brands to effectively engage users within the context of the apps they frequently use. As a result, the growth of smartphones plays a crucial role in shaping the landscape of in-app advertising, propelling its market potential.

Restraints in the Global In-App Advertising Market

The global in-app advertising market faces significant constraints due to the increasing prevalence of ad-blocking software and escalating concerns regarding user privacy. As users become more conscious of their online experiences, they tend to seek greater control, which often leads to the blocking or restriction of advertisements. This shift in consumer behavior not only hampers the visibility of ads but also undermines the overall effectiveness of in-app advertising campaigns. Consequently, marketers must navigate these challenges to ensure successful engagement with their target audiences while balancing the need for privacy and personalization in their advertising strategies.

Market Trends of the Global In-App Advertising Market

The Global In-App Advertising market is rapidly evolving, driven by the trend of personalized and targeted advertising. Advertisers are increasingly harnessing user data and sophisticated analytics to deliver highly tailored ad experiences. This focus on personalization-guided by insights into demographics, interests, browsing behavior, and location-enables brands to engage users more effectively. For instance, e-commerce apps showcase personalized product recommendations reflecting users' past interactions, significantly enhancing user experience and boosting advertising campaign effectiveness. As a result, this trend is expected to contribute to substantial market growth, making personalized advertising a cornerstone of future in-app strategies.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

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

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global In-app Advertising Market Size by Type & CAGR (2025-2032)

• Market Overview
• Banner Ads
• Interstitial Ads
• Rich Media Ads
• Video Ads
• Native Ads

Global In-app Advertising Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Android
• iOS
• Others

Global In-app Advertising Market Size by Application & CAGR (2025-2032)

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

Global In-app Advertising Market Size & CAGR (2025-2032)

• North America (Type, Platform, Application)
  • US
  • Canada
• Europe (Type, Platform, Application)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Type, Platform, Application)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Type, Platform, Application)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Type, Platform, Application)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Alphabet Inc. (Google LLC) (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meta Platforms Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Apple Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft Corporation (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon.com Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AppLovin Corporation (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Trade Desk Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Smaato Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi Pte Ltd. (Singapore)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Flurry (Yahoo Inc.) (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tremor International Ltd. (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Magnite Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Digital Turbine Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unity Software Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Criteo S.A. (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations