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市场调查报告书

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App内广告的全球市场规模:各类型，各平台，各用途，各地区，范围及预测

Global In-App Advertising Market Size By Type, By Platform, By Application, By Geographic Scope And Forecast

出版日期: 2024年06月26日 | 出版商:

Verified Market Research | 英文 202 Pages | 商品交期: 2-3个工作天内

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简介目录

应用程式内广告市场规模及预测

2024 年应用程式内广告市场规模为 3.4815 亿美元，预计 2024 年至 2031 年复合年增长率为 19.96%，到 2031 年将达到 14.9299 亿美元。应用程式内广告是在智慧型手机、平板电脑和其他可携式装置上的行动应用程式 (app) 内显示广告的做法。这些广告可以采取原生广告、影片广告、插页式广告、横幅广告等形式。应用程式内广告的主要目的是在消费者活跃于应用程式时与他们建立联繫和互动。透过利用应用程式上下文和用户交互，广告主利用应用程式内展示位置来销售他们的产品、服务和品牌。这使您可以透过相关的行销讯息来定位和吸引用户。

透过为企业在行动环境中与目标用户互动提供平台，应用程式内广告成为行动广告生态系统不可或缺的一部分，并已成为应用程式开发商的重要收入来源。

不断成长的行动用户群、用户参与度和关注度是推动应用程式内广告市场快速成长的一些关键因素。智慧型手机在全球的普及为高效的品牌传播创造了完美的环境，而应用程式内广告是为广告商提供大量活跃受众的完美解决方案。

应用程式内广告市场动态

塑造应用程式内广告市场的主要市场动态

主要市场驱动因子

行动应用的大规模采用与成长：

人工智慧、5G、云端运算和高阶硬体等先进技术的整合正在增加智慧型手机的使用。特别是，由于各种电子商务、游戏和社交媒体应用程式的持续使用，对此类智慧型手机的需求预计将会增加。使用智慧型手机进行购物和娱乐等日常活动的趋势正在推动应用程式内广告市场的成长。

专注于与目标受众的互动与个人化：

这个市场由大量数据驱动，包括位置资讯、应用活动数据以及用户生成的内容，这些内容丰富了用户个人资料并实现更精确的定位。此外，人工智慧和机器学习演算法的整合非常有用，因为它可以实现动态广告个人化、沉浸式和互动式体验，而透过分析使用者资料来预测偏好和行为来进行最佳化似乎发挥着重要作用。

多元且具吸引力的广告格式：

广告平台越来越多地引入创新且引人入胜的广告格式，例如游戏化和扩增实境广告，以吸引用户并鼓励互动。这种持续的创意创新有望为应用程式内广告市场开闢新的途径。此外，平台和开发人员正在密切关注用户体验，并优先考虑无缝融入应用程式设计的广告格式，以确保流畅且不引人注目的用户体验。

程序化购买与销售的自动化：

广告交易平台和即时出价的出现已经开始整合自动化，以促进对广告库存的动态出价，从而无缝优化广告系列效果。此外，透过引入复杂的最佳化工具来提高应用程式内广告的可用性和可承受性，为广告主提供数据驱动的见解，以根据即时效果数据调整计划。由于技术创新和整合，应用程式内广告市场预计在未来几年将保持强劲。

主要问题

广告诈欺增加：

全球对机器人冒充人类用户以及人为夸大广告展示次数和点击次数的担忧正在导致行销人员损失广告费用并削弱市场信心。诈欺者从广告收入中获利的动机以及缺乏可靠的验证程序限制了在线平台上应用内广告的采用。

与资料相关的隐私问题日益严重：

人们对资料隐私和为目标广告收集个人资料的警觉性和了解不断增强，推动了对严格资料管理法规和软体的需求。这对在线上平台上接受应用程式内广告造成了重大障碍。《加州消费者隐私法》(CCPA) 和《一般资料保护规范》(GDPR) 等限制资料追踪和定位可能性的严格法律反映了这一趋势，并对广告活动的有效性产生负面影响。

广告拦截与绕过预防：

广告拦截器和注重隐私的解决方案阻碍了广告主的广告投放和曝光，导致广告活动中断和应用程式开发者的收入损失。越来越多的消费者广泛使用广告拦截技术来获得私密和无缝的线上体验，这可能会抑制市场的成长。同样，侵入性和不相关的广告的增加成为用户的烦恼因素，可能会进一步抑制应用程式内广告解决方案的大规模采用。

有限的测量和归因：

围绕资料管理缺乏标准化、复杂且分散的应用生态系统以及行动装置上的归因技术的限制等挑战，使得应用程式内广告活动和某些广告格式的转换变得困难。这些因素导致广告主在评估投资报酬率和优化广告活动时面临困难。

主要趋势

注重隐私的解决方案：

为了解决用户的担忧，由于用户资料隐私意识不断增强以及 Apple 的 ATT（应用追踪透明度）出台了更严格的规定，人们越来越关注符合隐私法规的广告格式和定位方法法规，例如框架。人们越来越关注以隐私为中心的资料安全技术，预计将为应用程式内广告市场提供新的成长途径。

内容相关定位：

透过此策略，广告客户可以根据应用程式内活动、相关关键字和应用程式类别来定位受众。透过优先考虑上下文而不是个人用户讯息，这种方法确保了在数位世界中以更合规且对隐私友好的方式传递客製化广告讯息。这可以为这个市场的成长提供肥沃的土壤。

互动且引人入胜的广告格式：

吸引用户、提醒他们广告和提供无缝转换的需求正在不断增长，这正在改变偏好，从静态横幅转向鼓励用户互动和参与的广告格式。这种变化是透过采用游戏化广告、扩增实境 (AR) 体验和可购物影片广告等创新方法来实现的，这些方法正在推动应用程式内广告市场的发展。

应用程式内广告市场的区域分析

应用程式内广告市场详细区域分析

北美：

根据经过验证的市场研究，预计北美将在预测期内占据主导地位。越来越关注程序化购买和符合资料隐私相关法规的高阶定位是北美应用程式内广告市场成长的关键驱动力之一。

目前，Google AdMob 和 Facebook Audience Network 是北美设计的两个广泛使用的平台，强调进阶定位和程式化购买。这些平台的使用增加预计将提供更广泛的定位选择和即时竞价，这是影响行动应用程式中数位广告格局的关键方面。

该地区数位化的扩张与精通技术的文化产生共鸣，包括强大的数位基础设施、增强的连接性以及云端运算等先进技术的整合。这些都是推动北美应用程式内广告市场发展的好处。此外，智慧型手机在日常生活中的使用不断增加也有望为市场的成长创造有利的氛围。

硅谷的存在预计将推动数位行销领域的发展，并为应用程式内广告市场带来创新。该地区拥有顶级广告公司和高科技公司，这也有利于应用程式内广告业。

欧洲：

凭藉着强大的数位基础设施和较高的智慧型手机普及率，该地区为应用程式内广告提供了充足的用户基础。此外，行动装置的激增和网路连线的不断发展为行销人员与广泛的消费者沟通创造了理想的环境。

欧洲对高科技的日益青睐正在推动活跃行动电话用户的数量成长。因此，用户参与数量的增加可能会推动该地区对应用程式内广告的需求。广告商旨在透过各种广告形式与目标市场沟通，从而实现市场扩张。

除了上述因素之外，由于网路使用量的增加而产生的大量资料也导致了强调使用者隐私的严格监管环境。因此，欧洲广告商专注于透过遵守资料隐私程序来建立用户信任。显然，欧洲应用程式内广告市场在预测期内可能会快速成长。

亚太地区：

继欧洲之后，预计亚太地区在预测期内也将出现强劲成长。亚太地区正在经历快速数位化，智慧型手机用户数量不断增加。行动用户的成长主要归因于电子商务、社群媒体使用、内容创建和其他进步的成长。预计亚太地区将成为未来几年应用程式内广告市场的有利地区。

除此之外，中国、日本和韩国等新兴经济体以其技术创新和不断增长的行动用户数量而闻名。透过此类技术基础设施，应用程式内广告可以顺利投放，确保良好的使用者体验，并让广告主能够利用复杂的定位和分析功能。

与资料隐私和金融窃盗相关的本地威胁日益增加，正在推动该地区行动支付系统和电子商务的采用。在透过应用程式购物时吸引客户可以非常有效地影响客户决策，并透过应用程式内广告推动电子商务成长。

In-app Advertising Market size was valued at USD 348.15 Million in 2024 and is projected to reach USD 1492.99 Million by 2031, growing at a CAGR of 19.96% from 2024 to 2031. In-app advertising is the method of presenting advertisements within mobile applications (apps) on smartphones, tablets, and other portable devices. These ads can be in the form of native ads, video commercials, interstitial ads, banner ads, and more. Connecting and interacting with consumers when active on the app is the main objective of in-app advertising. Using the context of the app and user interaction to their advantage, advertisers utilize in-app placements to sell goods, services, or brands. This allows them to target and engage users with relevant marketing messages.

By providing a platform for businesses to interact with their target audiences in a mobile environment, in-app advertising is an essential element of the mobile advertising ecosystem and a significant revenue generator for app developers.

Expanding Mobile User Base and User Engagement and Attention are some of the key aspects skyrocketing the growth of In-App Advertising Market. The increased use of smartphones worldwide has created a perfect setting for efficient brand communication, and in-app advertising is a perfect solution providing advertisers with a large and engaged audience.

In-app Advertising Market Dynamics

The key market dynamics that are shaping the In-App Advertising Market include:

Key Market Drivers

Massive and Growing Mobile App Adoption:

Integration of advanced technologies such as AI, 5G, cloud computing, and hi-end hardware are increasing the use of smartphones. This demand for smartphones is projected to increase due to the constant use of various e-commerce, gaming, and social media applications, among others. The trend of using smartphone in our day-to-day activities, like shopping, entertainment, others is driving the adoption of In-App Advertising Market.

Focus on Interaction and Personalization With Targeted Audiences:

The abundance of data, like as location data, app activity data, and user-generated content, which enhance user profiles and allow for more precise targeting, is the driving force behind this. Furthermore, the integration of AI and machine learning algorithms is likely to act crucial because they enable dynamic ad personalization, immersive cum interactive experience, and optimization by analyzing user data to predict preferences and actions.

Diverse and Engaging Ad Formats:

Advertising platforms are continuously coming up with innovative and captivating ad formats, such as gamified or augmented reality commercials, to draw in users and encourage interaction. This continual creative innovation is expected to unblock new avenues for In-App Advertising Market. Additionally, platforms and developers keep a close eye on the user experience, giving top priority to ad formats that blend in smoothly with the app design to guarantee a smooth and unobtrusive user experience.

Programmatic Buying and Selling Automation:

The emergence of ad exchanges and real-time bidding has initiated the integration of automation making dynamic bidding on ad inventory easier, thereby seamlessly optimizing campaign performance. Furthermore, improving the usability and affordability of in-app advertising through the incorporation of sophisticated optimization tools will provide advertisers with data-driven insights to adjust their plans based on real-time performance data. The technological innovation and integration are anticipated to help the In-App Advertising Market fare well in the coming years.

Key Challenges:

Growing Incidences of Ad Fraud:

Worldwide concern regarding bots impersonating human users and artificially inflating ad views and clicks is resulting in lost ad spend for marketers, thereby eroding market trust. The motivation for dishonest actors to profit from advertising spending and the absence of reliable verification procedures are limiting the adoption of in-app advertising across online platform.

Rising Data-related Privacy Concerns:

Rising caution and knowledge regarding the data privacy and collection of personal data for targeted advertising is bolstering the demand for stringent data management related regulations and software. Thereby, creating a major barrier for the acceptance of in-app advertising on the online platform. Stricter laws like the California Consumer Privacy Act (CCPA) and General Data Protection Regulation (GDPR), which restrict data tracking and targeting possibilities, reflect this trend and have a negative impact on the efficacy of advertising campaigns.

Ad Blocking and Bypass Prevention:

Ad blockers and privacy-focused solutions impede ad delivery and exposure for advertisers, causing campaign disruptions and revenue losses for app developers. Increase in consumers embracing broad availability of ad-blocking technology for acquiring private and seamless online experience is likely to restrain the market growth. Similarly, the increasing number of obtrusive and irrelevant adverts acting as an annoying factor for the users will further restrain the wide scale adoption of in-app advertising solution.

Limited Measurement and Attribution:

Issues surrounding the lack of standardization related to data management, complexly distributed app ecosystem, and limitations in mobile device attribution technologies are factors proving challenging for the in-app advertising campaigns and conversions to specific ad formats. . These factors are contributing to the difficulty faced by advertisers in assessing ROI and optimizing campaigns.

Key Trends:

Privacy-centric solutions:

Growing focus on ad formats and targeting methods that comply with privacy regulations for addressing user concerns is driven by the rising awareness of user data privacy and the implementation of stricter regulations, for instance Apple's App Tracking Transparency (ATT) framework. This growing focus on privacy-centric technologies for data security is projected to offer new avenues of growth to the In-App Advertising Market.

Contextual targeting:

With this strategy, advertisers are targeting audiences according to their activity within the app, relevant keywords, and the category of the app. This technique ensures a more compliant and privacy-conscious way to deliver customized advertising messages in the digital world by giving context a higher priority than individual user information. Thereby, posing potentially a fertile ground for growth of this market.

Interactive and engaging ad formats:

The rising need to attract users, improve ad recall, and offer seamless conversions are shifting the preference from static banners, fostering user interaction and engagement to ad formats. This change is possible through the incorporation of innovative approaches such as gamified ads, augmented reality (AR) experiences, and shoppable video ads, driving the In-App Advertising Market.

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In-app Advertising Market Regional Analysis

Here is a more detailed regional analysis of the In-App Advertising Market:

North America:

According to Verified Market Research, North America is estimated to dominate during the forecast period. Increasing focus on programmatic buying and advanced targeting in compliance with data privacy related regulations is one of the primary drivers in the growth of the In-App Advertising Market in North America.

At present, Google AdMob and Facebook Audience Network are two platforms designed and widely used in North America to emphasize on advanced targeting and programmatic purchase. Increasing use of these platforms is projected to offer extensive targeting choices and real-time bidding, which are aspects crucial in influencing the landscape of digital advertising within mobile applications.

Growing digitalization in this region is resonating to the tech-savvy culture due to the integration of advanced technologies such as strong digital infrastructure, enhanced connectivity, and cloud computing. These are all the advantages boosting the In-App Advertising Market in North America. In addition this, increasing use of smartphones in day-to-day activities is projected to create an atmosphere that is conducive to the growth of teh this market.

The presence of Silicon Valley is projected to enable initiation of evolution in the digital marketing arena, bringing about innovation in In-App Advertising Market. Also, the presence of top-notch advertising agencies and tech businesses in the region is an added advantage for the for in-app advertising industry.

Europe:

Due to its strong digital infrastructure and high smartphone adoption rate, the region offers a sizable user base for in-app advertising. Also, the extensive use of mobile devices and the expansion of internet connectivity is creating an ideal environment for marketers to communicate with a wide range of consumers.

Growing tech-savviness among European population is spurring the number of active mobile phone users. Thus, the increase in number of user engagement is likely to bolster the demand for in-app advertising in the region. The goal of advertisers to communicate with targeted market through different ad formats might probably result in the expansion of the market.

Besides abovementioned factors, increasing generation of large volumes of data due to rising use of the internet has brought to effect stringent regulatory environment emphasizing on user privacy. Thus, the need for support in expanding the in-app advertising industry the European advertisers are focusing on building user trust by maintaining compliance with data privacy procedures. It is clear that In-App Advertising Market in Europe is likely to grow at a rapid pace over the forecast period.

Asia Pacific:

Following Europe, Asia Pacific is also estimated to exhibit strong growth potential over the forecast period. Emergence of rapid digitalization in Asia Pacific has resulted in the widescale adoption of smartphone users. This increase in mobile user base is primarily as a result of increasing e-commercialization, social media usage, content creation, and other advancements. Asia Pacific is projected to prove opportunistic for In-App Advertising Market in the coming years.

In addition to this, developing economies, such as China, Japan, and South Korea, are renowned for their technological innovations and growing mobile user base. With the help of this technological infrastructure, in-app ads can be delivered smoothly, guaranteeing a good user experience and giving advertisers access to sophisticated targeting and analytics capabilities.

Increasing threats associated with data privacy and financial theft on the ground has resulted in the adoption of mobile payment systems and e-commerce operations the region. Reaching customers while they're shopping through apps can be extremely effective at influencing their decisions-makingand propelling the expansion of e-commerce through in-app advertising.

In-App Advertising Market Segmentation Analysis

The Global In-App Advertising Market is segmented based on Type, Platform, Application, And Geography.

In-App Advertising Market, By Type

Banner Ads
Interstitial Ads
Rich Media Ads
Video Ads
Native Ads

Based on Type, the market is segmented into Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Native Ads. The Interstitial Ads segment is estimated to dominate the In-app Advertising Market. Full-screen commercials known as interstitials are displayed in between sections of content or at appropriate app transition points. They frequently give users an immersive and interesting experience. This ability of interstitial adverts to strike a balance between user experience and advertising impact is accounting for its success.

In-App Advertising Market, By Platform

Android
IOS
Others

Based on Platform, the market is segmented into Android, IOS, and Others. The Android segment is estimated to dominate the market over the forecast period due to the open-source operating system. High flexibility, affordability, and diversity in app ecosystem are beneficial aspects increasing the user base for android app, Thus, an upsurge in inclination toward Android operating system driven mobile devices is expected to create favorable environment for the expansion of In-App Advertising Market.

In-App Advertising Market, By Application

Messaging
Entertainment
Gaming
Online Shopping
Payment & Ticketing
Others

Based on Application, the market is segmented into Messaging, Entertainment, Gaming, Online Shopping, Payment and Ticketing, and Others. The rise in trend of video gaming across all age groups is projected to enable the gaming segment to retain its dominant position across the global platform. Also, the need for an immersive and interactive environment by the users when gaming to gain real-time and realistic environment is offering significant value to this market. Similarly, the growing popularity of in-game in-app activities will supplement the overall economic growth of this In-App Advertising Market.

Key Players

The "Global In-App Advertising Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are
Tapjoy, Inc. Google AdMob, BYYD Inc., Flurry, Inc., Tune, Inc., Amobee, Inc., InMobi, Glispa GmbH, One by AOL, Chartboost,
AppNexus, The Trade Desk, MediaMath, MoPub, OpenX, PubMatic, Facebook Audience Network, Unity Ads, Mintegral, AppsFlyer, Adjust, Branch, ironSource, Fyber, RevX, Vungle, DoubleVerify,
AppLovin,
Integral Ad Science, and Pixalate.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with its product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

In-App Advertising Market Key Developments

In September 2023, Unity Technologies acquired $4.4 Billion for ironSource. The purpose of this important acquisition is to build a strong platform for mobile games and other interactive experiences in-app advertising and monetization.
In September 2023, AppLovin announced that it acquired Adjust for $1.2 Billion. AppLovin's position in the mobile marketing and measurement area is strengthened by this acquisition, especially concerning the efficacy of in-app advertising
In July 2023, Google is facing an antitrust complaint over its Play Store in-app payment practices. The protracted legal dispute may have a big impact on in-app developers' revenue share and market dynamics.
In July 2023, TikTok introduced new formats and targeting choices to its advertising repertoire. TikTok is an important player to keep an eye on in the world of in-app advertising due to its rising engagement and popularity.

1 INTRODUCTION OF GLOBAL IN-APP ADVERTISING MARKET

1.1 Overview of the Market
1.2 Scope of Report
1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

3.1 Data Mining
3.2 Validation
3.3 Primary Interviews
3.4 List of Data Sources

4 GLOBAL IN-APP ADVERTISING MARKET OUTLOOK

4.1 Overview
4.2 Market Dynamics
- 4.2.1 Drivers
- 4.2.2 Restraints
- 4.2.3 Opportunities
4.3 Porters Five Force Model
4.4 Value Chain Analysis
4.5 Regulatory Framework

5 GLOBAL IN-APP ADVERTISING MARKET, BY TYPE

5.1 Overview
5.2 Banner Ads
5.3 Interstitial Ads
5.4 Rich Media Ads
5.5 Video Ads
5.6 Native Ads

6 GLOBAL IN-APP ADVERTISING MARKET, BY PLATFORM

6.1 Overview
6.2 Android
6.3 IOS
6.4 Others

7 GLOBAL IN-APP ADVERTISING MARKET, BY APPLICATION

7.1 Overview
7.2 Messaging
7.3 Gaming
7.4 Online Shopping
7.5 Ticketing
7.6 Entertainment
7.7 Others

8 GLOBAL IN-APP ADVERTISING MARKET, BY GEOGRAPHY

8.1 Overview
8.2 North America
- 8.2.1 U.S.
- 8.2.2 Canada
- 8.2.3 Mexico
8.3 Europe
- 8.3.1 Germany
- 8.3.2 U.K.
- 8.3.3 France
- 8.3.4 Rest of Europe
8.4 Asia Pacific
- 8.4.1 China
- 8.4.2 Japan
- 8.4.3 India
- 8.4.4 Rest of Asia Pacific
8.5 Rest of the World
- 8.5.1 Latin America
- 8.5.2 Middle East and Africa

9 GLOBAL IN-APP ADVERTISING MARKET COMPETITIVE LANDSCAPE

9.1 Overview
9.2 Company Market Share
9.3 Vendor Landscape
9.4 Key Development Strategies

10 COMPANY PROFILES

10.1 One By AOL
- 10.1.1 Overview
- 10.1.2 Financial Performance
- 10.1.3 Product Outlook
- 10.1.4 Key Developments
10.2 Tapjoy
- 10.2.1 Overview
- 10.2.2 Financial Performance
- 10.2.3 Product Outlook
- 10.2.4 Key Developments
10.3 InMobi
- 10.3.1 Overview
- 10.3.2 Financial Performance
- 10.3.3 Product Outlook
- 10.3.4 Key Developments
10.4 Google AdMob
- 10.4.1 Overview
- 10.4.2 Financial Performance
- 10.4.3 Product Outlook
- 10.4.4 Key Developments
10.5 Chartboost
- 10.5.1 Overview
- 10.5.2 Financial Performance
- 10.5.3 Product Outlook
- 10.5.4 Key Developments
10.6 Flurry, Inc.
- 10.6.1 Overview
- 10.6.2 Financial Performance
- 10.6.3 Product Outlook
- 10.6.4 Key Developments
10.7 Tune, Inc.
- 10.7.1 Overview
- 10.7.2 Financial Performance
107.3 Product Outlook
- 10.7.4 Key Developments
10.8 Byyd Inc
- 10.8.1 Overview
- 10.8.2 Financial Performance
- 10.8.3 Product Outlook
- 10.8.4 Key Developments
10.9 Amobee Inc
- 10.9.1 Overview
- 10.9.2 Financial Performance
- 10.9.3 Product Outlook
- 10.9.4 Key Developments
10.10 Glispa GmbH
- 10.10.1 Overview
- 10.10.2 Financial Performance
- 10.10.3 Product Outlook
- 10.10.4 Key Developments

11 KEY DEVELOPMENTS

11.1 Product Launches/Developments
11.2 Mergers and Acquisitions
11.3 Business Expansions
11.4 Partnerships and Collaborations

12 Appendix

12.1 Related Research

02-2729-4219

+886-2-2729-4219

License/价格

App内广告的全球市场规模:各类型，各平台，各用途，各地区，范围及预测

Global In-App Advertising Market Size By Type, By Platform, By Application, By Geographic Scope And Forecast

应用程式内广告市场规模及预测

应用程式内广告市场动态

主要市场驱动因子

应用程式内广告市场的区域分析

目录

第1章 全球App内广告市场简介

第2章 摘要整理

第3章 VERIFIED MARKET RESEARCH的调查手法

第4章 全球App内广告市场展望

第5章 App内广告的全球市场:各类型

第6章 App内广告的全球市场:各平台

第7章 App内广告的全球市场:各用途

第8章 App内广告的全球市场:各地区

第9章 全球App内广告市场竞争情形

第10章 企业简介

第11章 主要发展

第12章 附录

In-App Advertising Market Size And Forecast