行动广告市场规模、份额和成长分析（按格式、类别、解决方案、垂直行业、设备和地区）—2025-2032 年行业预测

预计 2023 年全球行动广告市场规模将达到 1,774 亿美元，并从 2024 年的 2,173.2 亿美元成长到 2032 年的 1,1019.9 亿美元，预测期内（2025-2032 年）的复合年增长率为 22.5%。

扩增实境（AR）和虚拟实境（VR）正在迅速崛起，成为世界和商业的关键技术，彻底改变了广告投放方式，同时增强了专业人士的创造力。 AR能够提供互动和沈浸式体验，加强品牌与受众之间的联繫，已成为重要的市场趋势。此外，行动行销仍然是一项关键策略，因为它提供了一种快速且环保的方式来吸引消费者，尤其是在超过 90％ 的年轻人依靠智慧型手机收集资讯的情况下。调查显示，人们对 VR 的兴趣日益浓厚，目前 19% 的美国成年人拥有头戴式装置，高于 2019 年的 16%，31% 的人每月使用 VR。这一趋势凸显了 VR 巨大的市场成长潜力，因为它弥合了体验与行动之间的差距，促进了产品推广。

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
• 技术分析

行动广告市场规模（按形式）

• 市场概况
• 搜寻
• 本土社交
• 萤幕
• 应用内
• 网站
• 影片
• 短讯服务 (SMS)

行动广告市场规模（按类别）

• 市场概况
• 艺术和娱乐
• 嗜好和兴趣
• 其他的

行动广告市场规模（按解决方案）

• 市场概况
• 行动广告网路
• 行动广告平台
• 行动广告伺服器
• 其他的

行动广告市场规模（按行业）

• 市场概况
• 媒体和娱乐
• 银行、金融服务和保险（BFSI）
• 教育
• 政府
• 日常消费品(FMCG)
• 卫生保健
• 其他的

行动广告市场规模（按设备）

• 市场概况
• 智慧型手机
• 药片
• 笔记型电脑和笔记本
• 其他设备

行动广告市场规模

• 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

• Google（USA）
• Meta（USA）
• InMobi（India）
• AppLovin（USA）
• Unity Technologies（USA）
• ironSource（Israel）
• Liftoff（USA）
• Adjust（Germany）
• Branch（USA）
• Moburst（USA）
• Yodel Mobile（UK）
• Fetch（UK）
• CleverTap（USA）
• PropellerAds.（Cyprus）
• Remerge（Germany）
• RevX（Singapore）
• Adikteev（France）
• Data.ai（USA）
• Smaato（Germany）
• Chartboost（USA）

结论和建议

Global Mobile Advertising Market size was valued at USD 177.4 billion in 2023 and is poised to grow from USD 217.32 billion in 2024 to USD 1101.99 billion by 2032, growing at a CAGR of 22.5% during the forecast period (2025-2032).

Augmented Reality (AR) and Virtual Reality (VR) are rapidly emerging as pivotal technologies for global businesses, revolutionizing advertising techniques while enhancing professionals' creative capabilities. With the ability to deliver interactive and immersive experiences, AR is poised to strengthen brand-audience connections, making it a crucial market trend. Additionally, mobile marketing remains a cornerstone strategy, offering a swift and eco-friendly way to engage with consumers, especially as over 90% of youth leverage smartphones for information. Surveys show a growing interest in VR, with 19% of U.S. adults owning a headset, up from 16% in 2019, and 31% using VR monthly. This trend underscores the potential for significant market growth as VR bridges the gap between experience and action, driving product promotion.

Top-down and bottom-up approaches were used to estimate and validate the size of the Mobile 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.

Mobile Advertising Market Segments Analysis

Global Mobile Advertising Market is segmented by Format, Category Solution, Industry Vertical, Devices and region. Based on Format, the market is segmented into Search, Native Social, Display, In-App, Websites, Video and Short Message Service (SMS). Based on Category, the market is segmented into Art and Entertainment, Hobbies and Interests and Others. Based on Solution, the market is segmented into Mobile Advertising Network, Mobile Advertising Platform, Mobile Advertising Server and Others. Based on Industry Vertical, the market is segmented into Media and Entertainment, Banking, Financial Services and Insurance (BFSI), Education, Government, Fast Moving Consumable Goods (FMCG), Healthcare and Others. Based on Devices, the market is segmented into Smartphones, Tablets, Laptops and Notebooks and Other Devices. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Mobile Advertising Market

The mobile advertising market is primarily propelled by the growing adoption of smartphones and the widespread availability of internet connectivity. As billions of individuals globally rely on smartphones, these devices have emerged as pivotal channels for accessing various digital content, encompassing social media, streaming platforms, and e-commerce. The rise of cost-effective smartphones, coupled with the enhanced accessibility of mobile networks and advancements in speed with technologies like 4G and 5G, has empowered advertisers to target and engage larger audiences in real-time. Consequently, these factors have significantly contributed to the dynamism and expansion of the mobile advertising landscape.

Restraints in the Mobile Advertising Market

The mobile advertising market faces considerable challenges stemming from data privacy and security concerns, which significantly hinder its growth. With the reliance on user data for effective campaigns, strict regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States impose limitations on data collection and usage, complicating advertisers' efforts to create personalized marketing strategies. Moreover, rising consumer awareness regarding data privacy has resulted in a heightened adoption of ad-blocking technologies, creating additional barriers and further restricting the outreach of mobile advertisers in an increasingly cautious digital landscape.

Market Trends of the Mobile Advertising Market

The mobile advertising market is witnessing a significant shift with the surge of video advertising, driven predominantly by the explosive growth of short-form video platforms like TikTok, YouTube Shorts, and Instagram Reels. This trend capitalizes on the modern consumer's preference for engaging, bite-sized content that captures attention within seconds. Advertisers are leveraging this dynamic medium to enhance user engagement and foster deeper connections, resulting in substantial boosts in conversion rates. As brands increasingly adopt video advertising strategies, the landscape is rapidly evolving, signaling a robust future where immersive visual storytelling becomes integral to mobile marketing success.

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
• Technology Analysis

Global Mobile Advertising Market Size by Format & CAGR (2025-2032)

• Market Overview
• Search
• Native Social
• Display
• In-App
• Websites
• Video
• Short Message Service (SMS)

Global Mobile Advertising Market Size by Category & CAGR (2025-2032)

• Market Overview
• Art and Entertainment
• Hobbies and Interests
• Others

Global Mobile Advertising Market Size by Solution & CAGR (2025-2032)

• Market Overview
• Mobile Advertising Network
• Mobile Advertising Platform
• Mobile Advertising Server
• Others

Global Mobile Advertising Market Size by Industry Vertical & CAGR (2025-2032)

• Market Overview
• Media and Entertainment
• Banking, Financial Services and Insurance (BFSI)
• Education
• Government
• Fast Moving Consumable Goods (FMCG)
• Healthcare
• Others

Global Mobile Advertising Market Size by Devices & CAGR (2025-2032)

• Market Overview
• Smartphones
• Tablets
• Laptops and Notebooks
• Other Devices

Global Mobile Advertising Market Size & CAGR (2025-2032)

• North America (Format, Category, Solution, Industry Vertical, Devices)
  • US
  • Canada
• Europe (Format, Category, Solution, Industry Vertical, Devices)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Format, Category, Solution, Industry Vertical, Devices)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Format, Category, Solution, Industry Vertical, Devices)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Format, Category, Solution, Industry Vertical, Devices)
  • 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

• Google (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meta (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AppLovin (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unity Technologies (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• ironSource (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Liftoff (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adjust (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Branch (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Moburst (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Yodel Mobile (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fetch (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• CleverTap (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PropellerAds. (Cyprus)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Remerge (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• RevX (Singapore)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adikteev (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Data.ai (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Smaato (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Chartboost (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations