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市场调查报告书
商品编码
1961423
行动广告市场-全球产业规模、份额、趋势、机会与预测:按广告类型、组织规模、产业垂直领域、地区和竞争对手划分,2021-2031年Mobile Advertising Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented, By Advertising Type, By Organization Size, By Vertical, By Region & Competition, 2021-2031F |
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全球行动广告市场预计将从 2025 年的 2,185.7 亿美元成长到 2031 年的 3,923.1 亿美元,复合年增长率为 10.24%。
行动广告是一种透过智慧型手机和平板电脑等无线行动设备,利用应用程式、行动网站和通讯服务,向消费者投放广告宣传品的方法。该领域的成长主要得益于高速网路连线的普及以及用户每天在行动装置上花费的大量时间。互动广告局 (IAB) 的报告显示,到 2024 年,美国网路广告收入将达到 2,586 亿美元,足以说明这个数位生态系统的规模之大。
| 市场概览 | |
|---|---|
| 预测期 | 2027-2031 |
| 市场规模:2025年 | 2185.7亿美元 |
| 市场规模:2031年 | 3923.1亿美元 |
| 复合年增长率:2026-2031年 | 10.24% |
| 成长最快的细分市场 | 游戏内广告 |
| 最大的市场 | 北美洲 |
然而,市场在执行严格的资料隐私法规和逐步淘汰第三方追踪技术方面面临着许多挑战。这些限制阻碍了广告主收集使用者资料以进行精准定位和效果衡量的能力,导致遵循成本增加。因此,产业被迫转向粒度较低的第一方资料策略,而这项转变可能会暂时阻碍广告宣传的扩充性。
5G网路的部署,将实现低延迟传输和丰富的媒体格式,成为推动产业发展的根本动力。这项基础设施的进步将使广告商能够流畅地投放高清影片和身临其境型互动内容,避免缓衝延迟,从而显着提升行动装置的用户参与度。频宽将支援先前受限于网路速度的高级程式化竞标和丰富的媒体资源,进而提升行动广告资源的价值。根据爱立信于2024年6月发布的《行动报告》,2024年第一季5G用户数增加了1.6亿,达到17亿人。这为支援先进的行动广告功能奠定了坚实的技术基础。
同时,垂直短影片内容的爆炸性成长正在重塑广告空间需求和创新策略。各大平台越来越重视符合行动用户习惯的全萤幕、有声视讯格式,与静态图片广告相比,此类广告的记忆率更高。这一趋势迫使品牌优化创新素材,以适应行动优先的环境,并利用演算法驱动的讯息流精准触达目标受众。互动广告局 (IAB) 发布的《2024 年网路广告收入报告:2023 年全年》反映了这种格式的巨大获利潜力,报告显示,影片广告收入达到 521 亿美元,年成长 10.6%。此外,电通预测,2024 年全球广告支出将达到 7,544 亿美元,年增 5.0%,而充满活力的行动数位生态系统将在这一成长轨迹中发挥重要作用。
严格的资料隐私法规的实施以及第三方追踪技术的逐步淘汰,正在降低定向宣传活动的有效性,从而为全球行动广告市场带来重大障碍。这些限制导致“讯号遗失”,削弱了广告主追踪用户在不同应用程式和行动网站上的行为的能力。当品牌无法准确地将转换归因于特定广告时,检验广告支出回报率 (ROAS) 就变得困难。这种绩效衡量的困难使得行动广告生态系统的透明度降低,优化难度也高于传统标准,导致广告主在扩大行动广告预算方面犹豫不决。
此外,这些变化需要进行复杂的营运调整,从而占用原本可用于市场扩张的资源。企业在建立合规体系和以隐私为中心的资料基础设施方面面临额外成本,这将减缓宣传活动投放和创新速度。根据 IAB Europe 2025 年的一项调查,68% 的行业相关人员认为跨平台资料存取是他们面临的最大挑战,58% 的受访者明确指出隐私法规是主要的营运障碍。这些统计数据凸显了监管障碍的根深蒂固,造成的摩擦直接阻碍了行动广告产业的流动性和成长潜力。
将生成式人工智慧应用于动态创新优化,正从根本上改变行动广告製作流程,实现大规模自动产生个人化广告变体。广告主正利用这些演算法工具,根据用户的偏好即时调整视觉元素、文案和格式,从而解决用户频繁使用行动装置所带来的创新疲劳问题。这项技术使品牌能够产生数千种独特的变体,而无需成比例地增加成本或人力,从而确保在即时竞标中保持高度相关性。 Meta 在 2025 年 1 月发布的 2024 年第四季财报中指出,超过 400 万广告主正在使用其生成式人工智慧工具来提升创新效果,这表明行动生态系统正在向自动化、智慧化的资产生成方式发生大规模转变。
同时,可购物媒体和社群电商的兴起正在崩坏传统的销售管道,消费者可以直接在行动广告单元内购买产品。这一趋势将被动的促销库存转化为主动的销售终端,有效减少了行动装置上从发现到购买的摩擦。透过将即时购买功能整合到影片资讯流和社交平臺中,广告主可以更直接地将销售额归因于特定的行动端广告曝光率,从而有效缓解因隐私法规造成的讯号损失。根据互动广告局 (IAB) 于 2025 年 4 月发布的《2024 年网路广告收入报告》,电商媒体收入成长了 23%,达到 537 亿美元。这表明,广告商越来越依赖将媒体支出与交易数据直接关联的闭合迴路广告环境。
The Global Mobile Advertising Market is projected to expand from USD 218.57 Billion in 2025 to USD 392.31 Billion by 2031, reflecting a compound annual growth rate (CAGR) of 10.24%. Mobile advertising involves the dissemination of promotional material to consumers via wireless handheld devices, such as smartphones and tablets, utilizing applications, mobile websites, and messaging services. This sector's growth is primarily underpinned by the widespread availability of high-speed internet connectivity and the significant amount of time users spend daily on their mobile devices. Highlighting the immense scale of this digital ecosystem, the Interactive Advertising Bureau reported that internet advertising revenue in the United States reached 258.6 billion dollars in 2024.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 218.57 Billion |
| Market Size 2031 | USD 392.31 Billion |
| CAGR 2026-2031 | 10.24% |
| Fastest Growing Segment | In-Game Advertising |
| Largest Market | North America |
Nevertheless, the market encounters a major obstacle regarding the enforcement of strict data privacy regulations and the phasing out of third-party tracking technologies. These restrictive measures hinder the ability of advertisers to gather user data for accurate targeting and measurement, resulting in increased compliance expenses. Consequently, the industry is forced to shift toward less granular first-party data strategies, a transition that can temporarily obstruct the scalability of advertising campaigns.
Market Driver
The rollout of 5G networks, which facilitates low-latency transmission and rich media formats, serves as a fundamental catalyst for the industry. This infrastructural advancement empowers advertisers to present high-definition video and immersive interactive content without buffering delays, thereby significantly boosting user engagement on handheld devices. Enhanced bandwidth capabilities support sophisticated programmatic bidding and rich media assets that were previously limited by slower network speeds, ultimately increasing the value of mobile inventory. According to the June 2024 'Ericsson Mobility Report', 5G subscriptions rose by 160 million in the first quarter of 2024 to reach 1.7 billion, establishing a vast technical foundation for these advanced mobile advertising capabilities.
Concurrently, the exponential consumption of short-form vertical video content is reshaping inventory demand and creative strategies. Platforms are increasingly favoring full-screen, sound-on video formats that align with mobile user habits, leading to higher ad recall compared to static display units. This trend compels brands to adapt creative assets for mobile-first environments, utilizing algorithm-driven feeds to reach targeted demographics with precision. Reflecting the monetization power of this format, the Interactive Advertising Bureau's April 2024 'Internet Advertising Revenue Report: Full Year 2023' noted a 10.6% year-over-year increase in video advertising revenue to 52.1 billion dollars. Furthermore, Dentsu forecasts that global advertising spend will grow by 5.0% to 754.4 billion dollars in 2024, a trajectory largely sustained by the dynamic mobile digital ecosystem.
Market Challenge
The implementation of rigorous data privacy regulations and the deprecation of third-party tracking technologies significantly impede the Global Mobile Advertising Market by reducing the efficiency of targeted campaigns. These restrictions result in "signal loss," which restricts advertisers' ability to track user behavior across various apps and mobile websites. When brands cannot accurately attribute conversions to specific advertisements, they struggle to validate Return on Ad Spend (ROAS). This inability to measure performance causes advertisers to hesitate in scaling their mobile budgets, as the ecosystem becomes less transparent and harder to optimize compared to historical standards.
Furthermore, this shift necessitates complex operational adjustments that consume resources which could otherwise fuel market expansion. Companies face increased overhead costs to develop compliance frameworks and privacy-centric data infrastructure, which slows down campaign velocity and innovation. According to IAB Europe in 2025, 68 percent of industry stakeholders identified cross-platform data access as their primary challenge, while 58 percent specifically cited privacy regulations as a major operational barrier. This statistical evidence underscores how deeply embedded regulatory hurdles are, creating friction that directly hampers the liquidity and growth potential of the mobile advertising sector.
Market Trends
The integration of Generative AI for Dynamic Creative Optimization is fundamentally transforming mobile production workflows by automating the creation of personalized ad variations at scale. Advertisers are utilizing these algorithmic tools to instantly tailor visual elements, copy, and formatting to individual user preferences, thereby addressing the creative fatigue often linked to high-frequency mobile usage. This technology enables brands to produce thousands of unique iterations without a proportional rise in cost or manual labor, ensuring hyper-relevance in real-time auctions. In its 'Fourth Quarter 2024 Results' from January 2025, Meta reported that over 4 million advertisers used the company's generative AI tools to enhance creative performance, signaling a massive shift toward automated, intelligent asset generation within the mobile ecosystem.
Simultaneously, the growth of shoppable media and social commerce is collapsing the traditional sales funnel by allowing consumers to purchase products directly within mobile ad units. This trend converts passive promotional inventory into active point-of-sale terminals, effectively reducing friction between discovery and conversion on handheld devices. By embedding immediate purchasing functionality into video feeds and social platforms, advertisers can attribute sales more directly to specific mobile impressions, effectively mitigating the signal loss caused by privacy restrictions. According to the Interactive Advertising Bureau's April 2025 'Internet Advertising Revenue Report: Full Year 2024', commerce media revenues increased by 23 percent to 53.7 billion dollars, demonstrating the growing reliance on closed-loop advertising environments that link media spend directly to transaction data.
Report Scope
In this report, the Global Mobile Advertising Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Mobile Advertising Market.
Global 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: