In-app Advertising Market Report by Advertising Type (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Others), Platform (Android, iOS, and Others), Application (Messaging, Entertainment, Gaming, Online Shopping, Payment and Ticketing, and Others), and Region 2024-2032

In-app Advertising Market Report by Advertising Type (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Others), Platform (Android, iOS, and Others), Application (Messaging, Entertainment, Gaming, Online Shopping, Payment and Ticketing, and Others), and Region 2024-2032

Report Format: PDF+Excel | Report ID: SR112024A2419
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In-app Advertising Market Size:

The global in-app advertising market size reached US$ 163.2 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 728.7 Billion by 2032, exhibiting a growth rate (CAGR) of 17.5% during 2024-2032. The market is experiencing steady growth driven by easy accessibility to high-speed internet, the increasing utilization of smartphones and tablets, the rising advent of online gaming, the growing utilization of mobile applications to access social media, and the escalating penetration of broadband services.

Report Attribute
Key Statistics
Base Year
Forecast Years
Historical Years
Market Size in 2023 US$ 163.2 Billion
Market Forecast in 2032 US$ 728.7 Billion
Market Growth Rate 2024-2032 17.5%

In-app Advertising Market Analysis:

  • Market Growth and Size: The global market is experiencing robust growth, driven by the increasing prevalence of mobile applications and a growing user base.
  • Major Market Drivers: Key drivers include the rising adoption of smartphones, the increasing app usage, and the effectiveness of targeted advertising, enhancing user engagement and conversion rates.
  • Technological Advancements: Technological advancements, such as data analytics, artificial intelligence, and the integration of interactive ad formats, contribute to the market's expansion, enabling more personalized and immersive in-app advertising experiences.
  • Industry Applications: This advertising finds widespread applications across various industries, including retail, gaming, healthcare, and entertainment, as businesses recognize its potential to reach and engage their target audiences effectively.
  • Key Market Trends: Key trends include the utilization of augmented reality in advertising, the rise of programmatic in-app advertising, and the increasing demand for video and interactive ad formats.
  • Geographical Trends: Geographically, Asia-Pacific is witnessing substantial growth, driven by the expanding smartphone user base and increasing app consumption.
  • Competitive Landscape: The competitive landscape is characterized by key players making significant investments in research and development, strategic partnerships, and acquisitions to strengthen their market presence and offer comprehensive in-app advertising solutions.
  • Challenges and Opportunities: Challenges encompass issues related to ad fraud, privacy concerns, and ad-blocking technologies. However, opportunities arise from the continuous innovation of ad technologies and the potential for advertisers to create more engaging and relevant content.
  • Future Outlook: The future of the market appears promising, with sustained growth anticipated as technology continues to advance, and advertisers adapt to changing consumer behaviors and preferences.

Global In-app Advertising Market

In-app Advertising Market Trends:

Increasing mobile app usage

One primary factor driving the market is the continuous rise in mobile app usage. With the proliferation of smartphones and the increasing availability of high-speed internet, individuals are spending more time on mobile applications for various purposes. This heightened user engagement within apps provides advertisers with a vast and targeted audience. As users interact with apps, advertisers can leverage this opportunity to deliver personalized and contextually relevant advertisements, enhancing the overall effectiveness of these advertising campaigns. The growth of mobile app usage across diverse demographics contributes significantly to the expansion of the market.

Targeted advertising capabilities

In-app advertising enables highly targeted and personalized campaigns, which is a key driver for its market growth. Advertisers can access a wealth of user data, including demographics, preferences, and behavior patterns, collected by apps. This rich data allows for precise audience targeting, ensuring that advertisements reach the most relevant users. Advertisers can tailor their messages based on user interests, location, and demographics, increasing the likelihood of engagement and conversion. The ability to deliver targeted advertisements not only enhances the user experience by showing more relevant content but also maximizes the efficiency of ad spending for advertisers, making this advertising an increasingly attractive option in the digital advertising landscape.

Growing app monetization strategies

App developers and publishers are increasingly adopting diverse monetization strategies, with this form of advertising playing a central role. As competition among app developers intensifies, this advertising provides a revenue stream that complements or substitutes traditional app purchase models. Through partnerships with advertisers, developers can monetize their apps while offering them for free or at a reduced cost to users. This mutually beneficial relationship between app developers and advertisers propels the market forward. The flexibility of various ad formats, such as display ads, video ads, and native ads, allows developers to choose the most suitable approach for monetizing their apps, contributing to the continued in-app advertising market demand.

In-app Advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on advertising type, platform, and application.

Breakup by Advertising Type:

  • Banner Ads
  • Interstitial Ads
  • Rich Media Ads
  • Video Ads
  • Others

Banner ads account for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the advertising type. This includes banner ads, interstitial ads, rich media ads, video ads, and others. According to the report, banner ads represented the largest segment.

Banner ads are a traditional form of in-app advertising, represented by rectangular graphics displayed within app interfaces. Despite their simplicity, banner ads remain prevalent due to their cost-effectiveness and ease of implementation. However, their effectiveness is often challenged by banner blindness, prompting advertisers to seek more engaging formats.

On the other hand, interstitial ads are full-screen ads that appear between content transitions, such as during app launches or between game levels. Known for their immersive nature, interstitial ads capture users' attention effectively. This format allows for creativity in design and content, fostering higher engagement. However, there's a delicate balance to strike to prevent user irritation due to interruptions.

Moreover, rich media ads go beyond static images, incorporating interactive elements like audio, video, and animations. This format enhances user engagement by providing a more dynamic and memorable experience. Rich media ads are particularly effective in conveying complex messages and promoting interactive content, offering a compelling alternative to traditional static advertising.

Apart from this, video ads have gained prominence in in-app advertising, leveraging the power of sight, sound, and motion to convey messages effectively. Whether short and skippable or longer immersive experiences, video ads capture users' attention and can deliver impactful brand storytelling. However, careful consideration is needed to ensure seamless integration without causing user frustration or disrupting the app experience.

Breakup by Platform:

  • Android
  • iOS
  • Others

Android holds the largest share of the industry

A detailed breakup and analysis of the market based on the platform have also been provided in the report. This includes android, iOS, and others. According to the report, android accounted for the largest market share.

The Android platform holds a dominant position in the market landscape, owing to its widespread global adoption and open-source nature. With a diverse range of devices and a large user base, Android provides advertisers with extensive opportunities to reach a diverse audience. The platform's flexibility enables innovative ad formats and targeting options. Advertisers on Android often face the challenge of device fragmentation, requiring careful optimization for various screen sizes and specifications. However, the platform's sheer market share makes it a crucial focus for in-app advertising strategies.

iOS, the operating system powering Apple's mobile devices, represents a lucrative and influential segment in the in-app advertising ecosystem. Renowned for its affluent user base and strong brand loyalty, iOS offers advertisers an audience with higher purchasing power. Advertisers on iOS benefit from a more streamlined ecosystem, ensuring a standardized user experience across devices. The App Store's stringent quality control also contributes to a perception of reliability, but the closed nature of the platform can limit flexibility. The iOS platform remains integral for advertisers seeking to target a premium audience and capitalize on Apple's ecosystem.

Breakup by Application:

  • Messaging
  • Entertainment
  • Gaming
  • Online Shopping
  • Payment and Ticketing
  • Others

Messaging represents the leading market segment

The report has provided a detailed breakup and analysis of the market based on the application. This includes messaging, entertainment, gaming, online shopping, payment and ticketing, and others. According to the report, messaging represented the largest segment.

This advertising within messaging applications has become a significant channel for marketers to reach users in a personalized and contextual manner. Advertisers leverage messaging platforms to engage users with targeted promotions, sponsored content, and interactive ad formats. With the increasing popularity of messaging apps worldwide, this segment provides a valuable avenue for brand communication and customer engagement. The in-app advertising market outlook is promising, with messaging apps driving personalized user engagement and expanding ad opportunities.

On the other hand, the entertainment category encompasses a wide range of apps, including streaming services, music platforms, and content-sharing applications. In-app advertising in entertainment apps focuses on promoting new releases, exclusive content, and subscription offers. Advertisers often employ rich media and video ads to captivate users and drive subscriptions, capitalizing on the immersive nature of the content.

Additionally, gaming apps are a prime arena for in-app advertising, offering advertisers an engaged and captivated audience. In-game ads, such as rewarded videos and playable ads, provide a seamless way to integrate promotional content without disrupting the gaming experience. Advertisers in the gaming segment leverage the immersive environment to showcase products, services, and app installations, creating a symbiotic relationship between developers and advertisers.

Moreover, this advertising in online shopping applications focuses on promoting products, deals, and shopping events. Advertisers use various formats, including carousel ads and sponsored product listings, to enhance the shopping experience and drive conversions. The convenience of reaching users while they browse and make purchase decisions positions in-app advertising as a crucial element for e-commerce brands looking to improve visibility and sales.

Furthermore, apps related to payment and ticketing services offer a targeted space for relevant advertising. Advertisers in this category promote financial products, discounts on transactions, and exclusive offers related to payment services. For ticketing apps, promotions for events, travel, and experiences are common. This advertising serves as a strategic tool to influence users at the moment of financial decision-making, creating opportunities for brands in the payment and ticketing space.

Breakup by Region:

  • North America
    • United States
    • Canada
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Indonesia
    • Others
  • Europe
    • Germany
    • France
    • United Kingdom
    • Italy
    • Spain
    • Russia
    • Others
  • Latin America
    • Brazil
    • Mexico
    • Others
  • Middle East and Africa

Asia Pacific leads the market, accounting for the largest in-app advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, Asia Pacific accounted for the largest market share.

The Asia Pacific region is a dynamic and rapidly growing market. With a massive population and increasing smartphone adoption, countries like China, India, and Southeast Asian nations offer substantial opportunities for advertisers. The diversity in languages, cultures, and consumer behaviors presents both challenges and opportunities for targeted and localized advertising strategies. Advertisers in Asia Pacific emphasize mobile-first approaches, capitalizing on the popularity of apps across various industries, contributing significantly to the global landscape.

North America is a key hub for this advertising, characterized by a mature mobile ecosystem and high smartphone penetration. The region's tech-savvy population and robust digital infrastructure make it a lucrative market for advertisers. With major tech giants headquartered here, North America experiences a constant influx of innovative ad technologies and strategic investments. Advertisers in this region focus on targeting diverse consumer segments through sophisticated data analytics, driving the emergence of these trends.

Europe serves as a prominent market for this advertising, characterized by a mix of mature and emerging economies. Advertisers in Europe benefit from a tech-savvy population and a strong emphasis on data privacy regulations. The European market often witnesses innovative approaches to ad formats, with a focus on balancing personalized targeting with stringent privacy standards. Collaboration between advertisers and app developers is crucial in this region to navigate diverse markets and consumer preferences successfully. The in-app advertising market value is bolstered by Europe's high mobile usage rates, advanced digital infrastructure, and the increasing trend of mobile commerce, making it a lucrative region for mobile marketers.

Latin America is emerging as a significant player in the market landscape, driven by increasing smartphone adoption and internet penetration. Advertisers in this region target diverse demographics, leveraging culturally relevant content and localized strategies. Economic growth and the rise of the middle class contribute to a growing consumer base for in-app advertising. Challenges include addressing disparities in digital access across countries and requiring advertisers to tailor their approaches based on each market's unique characteristics.

The Middle East and Africa present untapped potential, with a rising young population and increasing smartphone usage. Advertisers navigate diverse markets with varying levels of digital maturity and cultural nuances. Mobile apps play a crucial role in reaching consumers, making this advertising a strategic channel for brand visibility. Advertisers often focus on creating campaigns that resonate with local cultures and preferences while adapting to the changing digital landscape in the region. The in-app advertising market revenue in these regions is poised for growth, reflecting the expanding digital user base, the increasing integration of mobile marketing, and the strategic importance of personalized, culturally attuned advertising strategies.

Leading Key Players in the In-app Advertising Industry:

The key players in the market are driving growth through innovative strategies and technological advancements. As the mobile app ecosystem expands, companies like Google, Facebook, and Apple leverage their extensive user bases to offer targeted and personalized in-app ads. These industry giants invest heavily in data analytics and artificial intelligence to understand user behavior, enabling advertisers to tailor their campaigns effectively. Additionally, the integration of interactive and immersive ad formats, such as playable ads and augmented reality experiences, enhances user engagement, contributing to the market's expansion. Strategic partnerships and acquisitions by key players further strengthen their positions, creating comprehensive advertising ecosystems. With the rising demand for mobile applications and the continuous improvement of ad technologies, key players play a pivotal role in driving sustained in-app advertising market growth and shaping the future landscape of the market.

The in-app advertising market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

  • Amobee Inc. (Singapore Telecommunications Limited)
  • Apple Inc.
  • BYYD Inc.
  • Chartboost Inc.
  • Facebook Inc.
  • Flurry Inc. (Verizon Media)
  • Google AdMob (Google Inc.)
  • InMobi (InMobi Pte Ltd.)
  • MoPub Inc. (Twitter)
  • One by AOL (AOL)
  • Tapjoy Inc.
  • Tune Inc.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Latest News:

  • September 12, 2022: Amobee Inc. in partnership with ID5, the market-leading identity provider for digital advertising, announced that they enabled boutique wine brand Gusbourne to expand its reach by 76% and achieve a conversion rate of 95% while reducing CPA by 23% for a recent direct-response, cross-device display campaign.
  • December 13, 2023: Apple expanded self-service repair and introduced a new diagnostics process.
  • November 15, 2023: Chartboost Inc. launched Helium, the first open-source in-app programmatic bidding solution.

In-app Advertising Market Report Scope:

Report Features Details
Base Year of the Analysis 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Units US$ Billion
Scope of the Report Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment:
  • Advertising Type
  • Platform
  • Application
  • Region
Advertising Types Covered Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, Others
Platforms Covered Android, iOS, Others
Applications Covered Messaging, Entertainment, Gaming, Online Shopping, Payment and Ticketing, Others
Regions Covered Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Countries Covered United States, Canada, Germany, France, United Kingdom, Italy, Spain, Russia, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
Companies Covered Amobee Inc. (Singapore Telecommunications Limited), Apple Inc., BYYD Inc., Chartboost Inc., Facebook Inc., Flurry Inc. (Verizon Media), Google AdMob (Google Inc.), InMobi (InMobi Pte Ltd.), MoPub Inc. (Twitter), One by AOL (AOL), Tapjoy Inc., Tune Inc., etc.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 3899
Five User License: US$ 4899
Corporate License: US$ 5899
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Benefits for Stakeholders:

  • IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the in-app advertising market from 2018-2032.
  • The research report provides the latest information on the market drivers, challenges, and opportunities in the global in-app advertising market.
  • The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
  • Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the in-app advertising industry and its attractiveness.
  • The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.

Key Questions Answered in This Report

The global in-app advertising market was valued at US$ 163.2 Billion in 2023.

We expect the global in-app advertising market to exhibit a CAGR of 17.5% during 2024-2032.

The rising accessibility of high-speed internet, along with the introduction of location-based technology to track customers and advertise personalized content, is primarily driving the global in-app advertising market.

The sudden outbreak of the COVID-19 pandemic has led to the increasing adoption of in-app advertising for promoting numerous products and services on smartphone applications over traditional marketing techniques, during the lockdown scenario. 

Based on the advertising type, the market can be segmented into banner ads, interstitial ads, rich media ads, video ads, and others. Currently, banner ads hold the majority of the market share.

Based on the platform, the market has been divided into android, iOS, and others, where android currently exhibits a clear dominance in the market.

Based on the application, the market can be categorized into messaging, entertainment, gaming, online shopping, payment and ticketing, and others. Currently, messaging exhibits a clear dominance in the market.

On a regional level, the market has been classified into North America, Asia Pacific, Europe, Latin America, and Middle East and Africa, where Asia Pacific currently dominates the global market.

Some of the major players in the global in-app advertising market include Amobee Inc. (Singapore Telecommunications Limited), Apple Inc., BYYD Inc., Chartboost Inc., Facebook Inc., Flurry Inc. (Verizon Media), Google AdMob (Google Inc.), InMobi (InMobi Pte Ltd.), MoPub Inc. (Twitter), One by AOL (AOL), Tapjoy Inc., and Tune Inc.

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In-app Advertising Market Report by Advertising Type (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, and Others), Platform (Android, iOS, and Others), Application (Messaging, Entertainment, Gaming, Online Shopping, Payment and Ticketing, and Others), and Region 2024-2032
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