跨平台和行动广告市场－全球产业规模、份额、趋势、机会和预测（按广告平台、广告类型、垂直行业、地区和竞争情况，2020-2030 年预测）

2024 年全球跨平台和行动广告市场价值为 225.2 亿美元，预计到 2030 年将达到 332.3 亿美元，复合年增长率为 6.70%。全球跨平台和行动广告市场是指广告生态系统，使行销人员能够在各种装置和平台（如智慧型手机、平板电脑、桌上型电脑、连网电视和穿戴式装置）上进行协调的、有针对性的广告活动。

与局限于单一媒介的传统广告不同，跨平台广告运用技术和工具，确保品牌讯息传递和使用者体验的一致性。行动广告尤其着重于透过行动应用程式、浏览器、社群媒体和基于位置的服务触达用户。它利用即时资料和用户行为分析来提供个人化内容，从而有效率地提升消费者参与度。

由于行动互联网使用量、社群媒体渗透率以及行动装置影片消费的激增，该市场正经历强劲成长。由于用户在日常生活中经常切换设备，广告主正在投资能够提供跨平台追踪、资料整合和广告活动归因的工具。对程式化广告和人工智慧驱动的内容交付日益依赖，进一步增强了市场提供可衡量回报的能力。此外，应用程式内广告、原生广告和行动影片等行动广告形式比传统的展示横幅广告更具吸引力且干扰性更低，促使广告主更多地采用这些广告形式。

随着全球数位转型加速，市场可望持续扩张。为了吸引碎片化的消费者註意力，品牌正在将预算从传统管道转向数位管道。此外，5G 连线、扩增实境 (AR) 和位置智慧的进步正在增强行动和跨平台广告的功能。亚太、拉丁美洲和非洲的新兴市场正在经历行动用户的激增，这带来了巨大的新机会。随着隐私法规的不断发展，投资于基于同意、符合资料合规策略的公司将脱颖而出，使合乎道德、个人化和无缝的广告体验成为全球跨平台和行动广告市场未来成长的基石。

关键市场驱动因素

多萤幕消费者行为激增

主要市场挑战

生态系统片段化和缺乏标准化

主要市场趋势

统一广告平台的兴起

目录

第 1 章：解决方案概述

• 市场定义
• 市场范围
  • 覆盖市场
  • 考虑学习的年限
  • 主要市场区隔

第二章：研究方法

第三章：执行摘要

第四章：顾客之声

第五章：全球跨平台与行动广告市场展望

• 市场规模和预测
  • 按价值
• 市场占有率和预测
  • 按广告平台（跨平台广告、行动广告）
  • 依广告类型（搜寻广告、简讯/彩信/P2P 讯息广告、富媒体、展示广告、游戏内广告、应用程式内广告、其他）
  • 按垂直产业（消费品、零售和餐饮、电信和 IT、BFSI、媒体和娱乐、旅游、交通和汽车、供应链和物流、医疗保健、能源、电力和公用事业、学术界和政府、其他）
  • 按地区（北美、欧洲、南美、中东和非洲、亚太地区）
• 按公司分类（2024）
• 市场地图

第六章：北美跨平台与行动广告市场展望

• 市场规模和预测
• 市场占有率和预测
• 北美：国家分析
  • 美国
  • 加拿大
  • 墨西哥

第七章：欧洲跨平台与行动广告市场展望

• 市场规模和预测
• 市场占有率和预测
• 欧洲：国家分析
  • 德国
  • 法国
  • 英国
  • 义大利
  • 西班牙

第八章：亚太跨平台与行动广告市场展望

• 市场规模和预测
• 市场占有率和预测
• 亚太地区：国家分析
  • 中国
  • 印度
  • 日本
  • 韩国
  • 澳洲

第九章：中东和非洲跨平台和行动广告市场展望

• 市场规模和预测
• 市场占有率和预测
• 中东和非洲：国家分析
  • 沙乌地阿拉伯
  • 阿联酋
  • 南非

第十章：南美洲跨平台与行动广告市场展望

• 市场规模和预测
• 市场占有率和预测
• 南美洲：国家分析
  • 巴西
  • 哥伦比亚
  • 阿根廷

第 11 章：市场动态

• 驱动程式
• 挑战

第 12 章：市场趋势与发展

• 合併与收购（如有）
• 产品发布（如有）
• 最新动态

第十三章：公司简介

• Alphabet Inc.
• Meta Platforms, Inc.
• Amazon.com, Inc.
• Apple Inc.
• Microsoft Corporation
• Snap Inc.
• Verizon Communications Inc.
• Adobe Inc.

第 14 章：策略建议

第15章调查会社について・免责事项

The Global Cross Platform and Mobile Advertising Market was valued at USD 22.52 Billion in 2024 and is expected to reach USD 33.23 Billion by 2030 with a CAGR of 6.70% through 2030. The Global Cross Platform and Mobile Advertising Market refers to the advertising ecosystem that enables marketers to deliver coordinated, targeted campaigns across a variety of devices and platforms-such as smartphones, tablets, desktops, connected TVs, and wearables.

Unlike traditional advertising confined to a single medium, cross-platform advertising uses technologies and tools that ensure consistency in brand messaging and user experience. The mobile advertising component, in particular, focuses on reaching users through mobile apps, browsers, social media, and location-based services. It leverages real-time data and user behavior analytics to serve personalized content, making it highly effective in consumer engagement.

This market is witnessing robust growth due to the explosion of mobile internet usage, social media penetration, and video consumption on mobile devices. With users constantly switching between devices during their daily routines, advertisers are investing in tools that offer cross-platform tracking, data unification, and campaign attribution. The growing reliance on programmatic advertising and AI-driven content delivery further fuels the market's ability to provide measurable returns. In addition, mobile advertising formats like in-app ads, native ads, and mobile video are proving more engaging and less intrusive than traditional display banners, prompting higher adoption by advertisers.

The market is poised for continued expansion as digital transformation accelerates globally. Brands are shifting budgets from traditional to digital channels, driven by a need to capture fragmented consumer attention. Additionally, advancements in 5G connectivity, augmented reality (AR), and location intelligence are enhancing the capabilities of mobile and cross-platform advertising. Emerging markets in Asia-Pacific, Latin America, and Africa are experiencing a surge in mobile users, opening vast new opportunities. As privacy regulations evolve, companies investing in consent-based, data-compliant strategies will stand out, making ethical, personalized, and seamless ad experiences the cornerstone of future growth in the Global Cross Platform and Mobile Advertising Market.

Key Market Drivers

Surge in Multiscreen Consumer Behavior

Modern consumers interact with multiple devices throughout their daily routines, shifting between smartphones, laptops, tablets, and connected TVs. This multiscreen engagement has reshaped advertising, as it demands cohesive messaging across all digital touchpoints. Traditional advertising models, confined to single platforms, are ineffective in capturing the attention of users who now consume content across varied formats and devices. As a result, brands are moving towards unified strategies that span platforms and screen types, thereby ensuring consistent user experiences.

To address fragmented user journeys, advertisers are increasingly leveraging advanced data analytics and cross-device tracking tools. These technologies allow for audience targeting based on behavior, location, and engagement across different platforms. Seamless synchronization of ad campaigns across channels not only improves user retention but also ensures higher ad recall and conversion rates. With this growing complexity in user interaction, businesses are prioritizing solutions that offer precision, personalization, and measurable outcomes through integrated mobile and cross platform advertising frameworks. In 2024, 81% of internet users accessed content using three or more digital devices daily. This consumer behavior emphasizes the urgency for advertisers to adopt cross platform advertising strategies that maintain consistency, relevance, and engagement across screens, reinforcing the value of synchronized messaging in today's fragmented and multiscreen digital environment.

Key Market Challenges

Fragmented Ecosystems and Lack of Standardization

The Global Cross Platform and Mobile Advertising Market faces significant complexity due to the fragmented nature of digital ecosystems. With an ever-expanding array of devices, platforms, operating systems, browsers, and content formats, advertisers struggle to maintain consistent campaign delivery and performance measurement. Each platform-ranging from social media apps and search engines to smart televisions and connected devices-operates on different standards, data protocols, and privacy policies. This fragmentation not only hampers unified campaign execution but also increases the technical burden on advertisers and publishers. Developers often need to create separate ad formats or adapt user experiences for each ecosystem, which inflates costs and slows down innovation.

Moreover, the lack of standardization impedes the ability to track user journeys across devices accurately. Cross device identity resolution-essential for understanding how users interact with content over time-is difficult without uniform frameworks. As a result, performance metrics such as reach, impressions, and conversions become diluted or misleading. This challenge also creates vulnerabilities in attribution models, making it harder for marketers to determine which platform or touchpoint drove a user to convert. Without standardized protocols and interoperable technology stacks, the advertising industry continues to operate in silos, reducing the overall effectiveness of multi-platform campaigns and limiting return on investment.

Key Market Trends

Rise of Unified Advertising Platforms

A major trend in the Global Cross Platform and Mobile Advertising Market is the emergence of unified advertising platforms that integrate campaign creation, audience targeting, delivery, and performance analytics across devices. These platforms are designed to overcome fragmentation by offering end-to-end solutions, enabling brands to deploy ads consistently across mobile applications, desktop websites, social media platforms, connected televisions, and even wearables. This unified infrastructure simplifies operations, reduces overhead costs, and improves campaign agility-allowing marketers to respond in real time to consumer behavior.

As demand for multi-device engagement grows, these platforms are becoming increasingly intelligent, leveraging artificial intelligence and machine learning to automate decision-making, optimize budgets, and identify high-performing channels. Advertisers can now use a single dashboard to track the effectiveness of an ad viewed on a smartphone but clicked on a desktop later. This seamless integration is not just improving operational efficiency but also strengthening customer experiences by maintaining message consistency across touchpoints. The future of advertising lies in eliminating silos and embracing unified ecosystems that reflect how users interact with content.

Key Market Players

• Alphabet Inc.
• Meta Platforms, Inc.
• Amazon.com, Inc.
• Apple Inc.
• Microsoft Corporation
• Snap Inc.
• Verizon Communications Inc.
• Adobe Inc.

Report Scope:

In this report, the Global Cross Platform and Mobile Advertising Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Cross Platform and Mobile Advertising Market, By Advertising Platform:

• Cross-Platform Advertising
• Mobile Advertising

Cross Platform and Mobile Advertising Market, By Advertising Type:

• Search Advertising
• SMS/MMS/P2P Messaging Advertising
• Rich Media
• Display Advertising
• In-Game Advertising
• In-App Advertising
• Others

Cross Platform and Mobile Advertising Market, By Vertical:

• Consumer Goods, Retail, and Restaurants
• Telecom and IT
• BFSI
• Media and Entertainment
• Travel, Transportation, and Automobile
• Supply Chain and Logistics
• Healthcare
• Energy, Power and Utilities
• Academia and Government
• Others

Cross Platform and Mobile Advertising Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
• Middle East & Africa
  • Saudi Arabia
  • UAE
  • South Africa
• South America
  • Brazil
  • Colombia
  • Argentina

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Cross Platform and Mobile Advertising Market.

Available Customizations:

Global Cross Platform and Mobile Advertising Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Solution Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, and Trends

4. Voice of Customer

5. Global Cross Platform and Mobile Advertising Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Advertising Platform (Cross-Platform Advertising, Mobile Advertising)
  • 5.2.2. By Advertising Type (Search Advertising, SMS/MMS/P2P Messaging Advertising, Rich Media, Display Advertising, In-Game Advertising, In-App Advertising, Others)
  • 5.2.3. By Vertical (Consumer Goods, Retail, and Restaurants, Telecom and IT, BFSI, Media and Entertainment, Travel, Transportation, and Automobile, Supply Chain and Logistics, Healthcare, Energy, Power and Utilities, Academia and Government, Others)
  • 5.2.4. By Region (North America, Europe, South America, Middle East & Africa, Asia Pacific)
• 5.3. By Company (2024)
• 5.4. Market Map

6. North America Cross Platform and Mobile Advertising Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Advertising Platform
  • 6.2.2. By Advertising Type
  • 6.2.3. By Vertical
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Cross Platform and Mobile Advertising Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Advertising Platform
      • 6.3.1.2.2. By Advertising Type
      • 6.3.1.2.3. By Vertical
  • 6.3.2. Canada Cross Platform and Mobile Advertising Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Advertising Platform
      • 6.3.2.2.2. By Advertising Type
      • 6.3.2.2.3. By Vertical
  • 6.3.3. Mexico Cross Platform and Mobile Advertising Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Advertising Platform
      • 6.3.3.2.2. By Advertising Type
      • 6.3.3.2.3. By Vertical

7. Europe Cross Platform and Mobile Advertising Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Advertising Platform
  • 7.2.2. By Advertising Type
  • 7.2.3. By Vertical
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Cross Platform and Mobile Advertising Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Advertising Platform
      • 7.3.1.2.2. By Advertising Type
      • 7.3.1.2.3. By Vertical
  • 7.3.2. France Cross Platform and Mobile Advertising Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Advertising Platform
      • 7.3.2.2.2. By Advertising Type
      • 7.3.2.2.3. By Vertical
  • 7.3.3. United Kingdom Cross Platform and Mobile Advertising Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Advertising Platform
      • 7.3.3.2.2. By Advertising Type
      • 7.3.3.2.3. By Vertical
  • 7.3.4. Italy Cross Platform and Mobile Advertising Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Advertising Platform
      • 7.3.4.2.2. By Advertising Type
      • 7.3.4.2.3. By Vertical
  • 7.3.5. Spain Cross Platform and Mobile Advertising Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Advertising Platform
      • 7.3.5.2.2. By Advertising Type
      • 7.3.5.2.3. By Vertical

8. Asia Pacific Cross Platform and Mobile Advertising Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Advertising Platform
  • 8.2.2. By Advertising Type
  • 8.2.3. By Vertical
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Cross Platform and Mobile Advertising Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Advertising Platform
      • 8.3.1.2.2. By Advertising Type
      • 8.3.1.2.3. By Vertical
  • 8.3.2. India Cross Platform and Mobile Advertising Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Advertising Platform
      • 8.3.2.2.2. By Advertising Type
      • 8.3.2.2.3. By Vertical
  • 8.3.3. Japan Cross Platform and Mobile Advertising Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Advertising Platform
      • 8.3.3.2.2. By Advertising Type
      • 8.3.3.2.3. By Vertical
  • 8.3.4. South Korea Cross Platform and Mobile Advertising Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Advertising Platform
      • 8.3.4.2.2. By Advertising Type
      • 8.3.4.2.3. By Vertical
  • 8.3.5. Australia Cross Platform and Mobile Advertising Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Advertising Platform
      • 8.3.5.2.2. By Advertising Type
      • 8.3.5.2.3. By Vertical

9. Middle East & Africa Cross Platform and Mobile Advertising Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Advertising Platform
  • 9.2.2. By Advertising Type
  • 9.2.3. By Vertical
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Cross Platform and Mobile Advertising Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Advertising Platform
      • 9.3.1.2.2. By Advertising Type
      • 9.3.1.2.3. By Vertical
  • 9.3.2. UAE Cross Platform and Mobile Advertising Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Advertising Platform
      • 9.3.2.2.2. By Advertising Type
      • 9.3.2.2.3. By Vertical
  • 9.3.3. South Africa Cross Platform and Mobile Advertising Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Advertising Platform
      • 9.3.3.2.2. By Advertising Type
      • 9.3.3.2.3. By Vertical

10. South America Cross Platform and Mobile Advertising Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Advertising Platform
  • 10.2.2. By Advertising Type
  • 10.2.3. By Vertical
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Cross Platform and Mobile Advertising Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Advertising Platform
      • 10.3.1.2.2. By Advertising Type
      • 10.3.1.2.3. By Vertical
  • 10.3.2. Colombia Cross Platform and Mobile Advertising Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Advertising Platform
      • 10.3.2.2.2. By Advertising Type
      • 10.3.2.2.3. By Vertical
  • 10.3.3. Argentina Cross Platform and Mobile Advertising Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Advertising Platform
      • 10.3.3.2.2. By Advertising Type
      • 10.3.3.2.3. By Vertical

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends and Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Company Profiles

• 13.1. Alphabet Inc.
  • 13.1.1. Business Overview
  • 13.1.2. Key Revenue and Financials
  • 13.1.3. Recent Developments
  • 13.1.4. Key Personnel
  • 13.1.5. Key Product/Services Offered
• 13.2. Meta Platforms, Inc.
• 13.3. Amazon.com, Inc.
• 13.4. Apple Inc.
• 13.5. Microsoft Corporation
• 13.6. Snap Inc.
• 13.7. Verizon Communications Inc.
• 13.8. Adobe Inc.

14. Strategic Recommendations

15. About Us & Disclaimer