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市場調查報告書
商品編碼
1451081

2024-2032 年按細分市場（搜尋、展示、影片、社群媒體、網站等）和地區分類的行動廣告市場報告

Mobile Advertising Market Report by Segment (Search, Display, Video, Social Media, Websites, and Others), and Region 2024-2032
出版日期: | 出版商: IMARC | 英文 149 Pages | 商品交期: 2-3個工作天內

價格

2023年全球行動廣告市場規模達到2,088億美元。展望未來， IMARC Group預計到2032年市場規模將達到5,336億美元，2024-2032年複合年成長率（CAGR）為10.7%。受行動裝置的廣泛使用、行動技術和廣告工具的技術進步、社交媒體整合度的提高、消費者偏好和行為的變化以及各種監管變化和隱私問題的實施的推動，該市場正在快速成長。

行動廣告市場分析：

市場成長與規模：在行動裝置普及率和網路使用率不斷提高、消費者習慣不斷變化以及技術快速進步的推動下，市場正在穩定成長。

主要市場促進因素：影響市場成長的主要促進因素包括智慧型手機的廣泛使用、行動技術的進步、社交媒體平台上廣告的整合以及消費者偏好和行為的變化。

主要市場趨勢：主要市場趨勢涉及擴大採用人工智慧 (AI) 和機器學習 (ML) 進行目標廣告。此外，為了因應監管變化和消費者隱私問題，人們越來越重視符合隱私的廣告策略，這也促進了市場的成長。

地理趨勢：亞太地區因其龐大、多樣化的用戶群和快速的數位連接成長而引領市場。在高科技採用和創新廣告策略的推動下，其他地區也出現了顯著成長。

競爭格局：市場的特徵是主要參與者的積極參與，他們不斷創新廣告定位和格式。此外，公司也專注於策略合作夥伴關係、收購和新市場擴張。

挑戰與機會：市場面臨各種挑戰，例如應對不同的監管環境、適應快速變化的消費者偏好以及解決隱私問題。然而，擴大利用新興技術來創造更個人化和引人入勝的廣告體驗，正在為市場成長創造新的機會。

行動廣告市場趨勢：

行動裝置的普及率不斷提高

行動裝置的廣泛使用和使用正在為市場成長創造積極的前景。此外，行動網路的不斷增強，例如第五代（5G）的推出，提高了網路速度和可靠性，有利於市場成長。與此一致的是，行動裝置作為消費內容（包括社群媒體、新聞和娛樂）的主要媒介的使用不斷增加，正在促進市場成長。同時，行動裝置的承受能力不斷提高，確保了行動廣告的更廣泛的人口覆蓋範圍，正在刺激市場成長。除此之外，增強的螢幕解析度和更快的處理能力的發展改善了用戶體驗，使行動平台對消費多媒體內容更具吸引力，有利於市場成長。

行動科技和廣告工具的快速進步

擴增實境 (AR)、虛擬實境 (VR) 和人工智慧 (AI) 等技術的快速進步和創新，帶來了更具互動性和吸引力的廣告格式，為市場成長提供了相當大的推動力。此外，複雜資料分析工具的開發增強了追蹤使用者行為、偏好和參與度的能力，正在支持市場成長。除此之外，優先考慮使用者體驗的行動廣告工具的日益普及，例如非侵入性廣告格式和改進的載入時間，正在成為一個成長誘導因素。此外，程序化廣告的廣泛使用，可以即時自動化廣告庫存的購買和銷售，以便在最佳時間將廣告展示在正確的受眾面前，從而促進了市場的成長。

社群媒體平台的廣泛整合

由於其龐大的用戶群，廣告與社群媒體平台的廣泛整合有利於市場成長。與此一致的是，社群媒體平台的使用不斷成長，因為它們提供了基於用戶人口統計、興趣和行為的高級定位功能，這為市場成長提供了動力。此外，社群媒體平台的持續創新以及新的廣告格式和功能（例如可購物的貼文和故事）增強了行動廣告的有效性和吸引力，正在促進市場成長。除此之外，社群媒體平台的日益普及，因為它們提供各種廣告格式，例如傳統橫幅廣告、互動故事和贊助內容來吸引受眾，這對市場成長產生了積極影響。

不斷變化的消費者偏好和行為

隨著用戶更喜歡行動裝置進行購物、娛樂、新聞和社交互動等各種活動，消費者偏好和行為不斷變化，這為市場成長創造了積極的前景。此外，隨著消費者更有可能參與針對其興趣和偏好的廣告，對個人化和相關內容的需求不斷成長，正在推動市場成長。與此一致的是，廣告商擴大採用人工智慧和資料分析來創建更個人化和有針對性的廣告活動，這正在支持市場的成長。此外，隱私優先廣告策略的廣泛採用以及尊重用戶隱私同時仍允許有效定位和個性化的新技術的開發正在加強市場成長。

不斷增加的監管變化和隱私問題

有關消費者隱私的各種法規的實施，促使廣告商和科技公司製定更透明和道德的廣告實踐，這為市場成長提供了動力。此外，第三方 cookie 的逐步淘汰導致採用新的、以隱私為中心的廣告技術和策略，正在推動市場成長。此外，隨著公司依賴經客戶同意直接從客戶收集的資料，向第一方資料策略的持續轉變預計將推動市場成長。同時，大眾對資料隱私的認知和關注不斷增強，鼓勵廣告商在有效定位和尊重用戶隱私之間找到平衡，正在刺激市場成長。

目錄

第1章：前言

第 2 章：範圍與方法

  • 研究目的
  • 利害關係人
  • 資料來源
    • 主要資源
    • 二手資料
  • 市場預測
    • 自下而上的方法
    • 自上而下的方法
  • 預測方法

第 3 章：簡介

  • 概述
  • 執行摘要
  • 主要行業趨勢

第 4 章：全球廣告市場

  • 當前和歷史的市場趨勢
  • 各板塊業績
  • 各地區表現
  • 關鍵參與者及其市場佔有率
  • 市場預測

第 5 章：全球行動廣告市場

  • 市場概況
  • 主要市場促進因素
  • 當前和歷史的市場趨勢
  • COVID-19 的影響
  • 市場區隔：按細分市場
    • 搜尋
    • 展示
    • 影片
    • 社群媒體
    • 網站
    • 其他
  • 各地區表現
    • 北美洲
    • 亞太地區
    • 歐洲
    • 中東和非洲
    • 拉丁美洲
  • 市場區隔：依行業
  • 市場預測
  • 行動廣告定價模型
  • 行動廣告的利潤
  • 波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 替代品的威脅
    • 競爭競爭
    • 新進入者的威脅
  • 主要挑戰

第 6 章：全球行動廣告市場：競爭格局

  • 市場結構
  • 主要參與者簡介
Product Code: SR112024A733

The global mobile advertising market size reached US$ 208.8 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 533.6 Billion by 2032, exhibiting a growth rate (CAGR) of 10.7% during 2024-2032. The market is rapidly growing, driven by the widespread utilization of mobile device, technological advancements in mobile technology and advertising tools, rising social media integration, evolving consumer preference and behaviors, and the implementation of various regulatory changes and privacy concerns.

Mobile Advertising Market Analysis:

Market Growth and Size: The market is witnessing stable growth, driven by the increasing mobile device penetration and internet usage, evolving consumer habits, and rapid technological advancements.

Major Market Drivers: Key drivers influencing the market growth include the widespread utilization of smartphones, advancements in mobile technology, integration of advertising on social media platforms, and the changing consumer preferences and behavior.

Key Market Trends: The key market trends involve the increasing adoption of artificial intelligence (AI) and machine learning (ML) for targeted advertising. Additionally, the growing emphasis on privacy-compliant advertising strategies in response to regulatory changes and consumer privacy concerns is bolstering the market growth.

Geographical Trends: Asia Pacific leads the market due to its large, diverse user base and rapid digital connectivity growth. Other regions are also showing significant growth, fueled by high technology adoption and innovative advertising strategies.

Competitive Landscape: The market is characterized by the active involvement of key players who are engaged in continually innovating ad targeting and formats. Furthermore, companies are focusing on strategic partnerships, acquisitions, and expansion into new markets.

Challenges and Opportunities: The market faces various challenges, such as navigating diverse regulatory environments, adapting to fast-evolving consumer preferences, and addressing privacy concerns. However, the rising utilization of emerging technologies to create more personalized and engaging advertising experiences, is creating new opportunities for the market growth.

Mobile Advertising Market Trends:

Increasing penetration of mobile devices

The widespread availability and utilization of mobile devices are creating a positive outlook for the market growth. Moreover, the continuous enhancement of mobile networks, like the rollout of the fifth-generation (5G), which improves internet speed and reliability, is favoring the market growth. In line with this, the increasing utilization of mobile devices as a primary medium for consuming content, including social media, news, and entertainment, is enhancing the market growth. Along with this, the rising affordability of mobile devices, ensuring a broader demographic coverage for mobile advertising, is stimulating the market growth. Besides this, the development of enhanced screen resolutions and faster processing power that improve the user experience, making mobile platforms more attractive for consuming multimedia content, is favoring the market growth.

Rapid advancements in mobile technology and advertising tools

The rapid technological advancements and innovations, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) that enable more interactive and engaging ad formats are providing a considerable boost to the market growth. Furthermore, the development of sophisticated data analytics tools that enhance the ability to track user behavior, preferences, and engagement, is supporting the market growth. In addition to this, the rising incorporation of mobile advertising tools that prioritize user experience, such as non-intrusive ad formats and improved load times, is acting as a growth-inducing factor. Furthermore, the widespread utilization of programmatic advertising that automates the buying and selling of ad inventory in real-time to place ads in front of the right audience at the optimal time is catalyzing the market growth.

Widespread integration of social media platforms

The widespread integration of advertising with social media platforms due to their vast user bases is favoring the market growth. In line with this, the growing utilization of social media platforms, as they offer advanced targeting capabilities based on user demographics, interests, and behaviors, is providing an impetus to the market growth. Additionally, the continuous innovations in social media platforms with new ad formats and features, such as shoppable posts and stories, that enhance the effectiveness and appeal of mobile advertising are fostering the market growth. In addition to this, the rising adoption of social media platforms, as they provide various ad formats, such as traditional banner ads, interactive stories, and sponsored content, for engaging with audiences, is positively impacting the market growth.

Evolving consumer preferences and behaviors

The changing consumer preferences and behaviors as users prefer mobile devices for various activities, such as shopping, entertainment, news, and social interactions, are creating a positive outlook for the market growth. Moreover, the rising demand for personalized and relevant content, as consumers are more likely to engage with ads that are tailored to their interests and preferences, is fueling the market growth. In line with this, the growing adoption of AI and data analytics by advertisers to create more personalized and targeted advertising campaigns is supporting the market growth. Furthermore, the widespread adoption of privacy-first advertising strategies and the development of new technologies that respect user privacy while still allowing for effective targeting and personalization are strengthening the market growth.

Rising regulatory changes and privacy concerns

The implementation of various regulations regarding consumer privacy, prompting advertisers and tech companies to develop more transparent and ethical advertising practices is providing an impetus to the market growth. Additionally, the phasing out of third-party cookies, leading to the adoption of new, privacy-centric advertising technologies and strategies, is propelling the market growth. Furthermore, the ongoing shift towards first-party data strategies, as companies rely on data collected directly from their customers with their consent, is anticipated to drive the market growth. Along with this, the increasing public awareness and concern over data privacy, encouraging advertisers to find a balance between effective targeting and respecting user privacy, is stimulating the market growth.

Mobile Advertising Industry Segmentation:

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

Breakup by Segment:

Search

Display

Video

Social Media

Websites

Others

Search accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the segment. This includes search, display, video, social media, websites, and others. According to the report, search represented the largest segment.

Search holds the largest share of the market, as it involves displaying ads in search engine results when users search for specific keywords or phrases. The dominance of search is attributed to its efficiency and effectiveness in targeting potential customers at the moment of their interest or need. Moreover, the increasing optimization of search advertising for mobile, offering features like location-based targeting and voice search optimization, is positively impacting the market growth. Along with this, the growing utilization of mobile search and the rising sophistication of search algorithms that offer tailored responses specific to the user's command is providing a thrust to the market growth.

Display advertising includes banners, rich media, and interactive ads shown on websites and apps. It is characterized by its visual appeal and ability to create brand awareness. Display advertising is crucial for long-term brand-building and retargeting efforts. Moreover, rapid innovations like interactive ad formats, making it more engaging and effective on mobile devices, are favoring the market growth.

Video advertising is a rapidly growing segment driven by the increasing consumption of video content on mobile devices. It is effective due to its engaging and storytelling nature, which resonates well with mobile users. Video ads are used in various formats, including in-stream, out-stream, and rewarded video ads in mobile games.

Social media advertising leverages the vast user bases of social media platforms. The ads in this segment are highly targeted based on user profiles, interests, and behaviors. The interactive nature of social media allows for engaging ad formats and direct communication with consumers. Moreover, the ability of social media advertising to foster community engagement and brand loyalty, is supporting the market growth.

Websites involve placing ads on web pages accessed via mobile browsers. It includes traditional banner ads and newer, more interactive formats. Website advertising remains significant due to the vast amount of content consumed through mobile browsers. Moreover, the development of responsive design and mobile-optimized websites, ensuring a positive user experience and higher engagement rates, is facilitating the market growth.

Breakup by Region:

North America

Asia Pacific

Europe

Middle East and Africa

Latin America

Asia Pacific leads the market, accounting for the largest mobile advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Europe, the Middle East and Africa, and Latin America. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific is the largest segment in the mobile advertising market, propelled by the rapid adoption of smartphones and mobile internet across the region. Moreover, the increasing utilization of mobile advertising, due to the region's cultural and linguistic diversity that requires tailored advertising strategies to engage different audiences effectively, is favoring the market growth. Additionally, the presence of major tech companies and the rapid growth of local social media platforms that drive innovation and investment in mobile advertising is providing a thrust to the market growth.

Europe's mobile advertising market is characterized by high smartphone penetration and a mature digital infrastructure. Moreover, the region's strong regulatory environment, leading to innovative approaches in targeting and personalization within the legal framework, is favoring the market growth. Besides this, the diverse cultural landscape requiring advertisers to adopt multi-lingual and culturally sensitive strategies is boosting the market growth.

North America is a significant player in the mobile advertising market, driven by high smartphone usage, technological advancement, and the presence of global tech companies. Furthermore, the region is known for its innovative approaches to mobile advertising, including advanced targeting techniques and the use of AI and machine learning (ML).

Latin America is a rapidly growing market driven by increasing mobile penetration and internet access. Furthermore, the region shows great potential as social media usage is particularly high, providing fertile ground for mobile social media advertising. Along with this, the rising popularity of social media among the young generation is favoring the market growth.

The Middle East and Africa are experiencing fast growth in the mobile advertising market, spurred by a young population, increasing mobile penetration, and improving digital infrastructure. Additionally, the region's vast cultural and economic diversity, requiring region-specific strategies for effective mobile advertising, is creating lucrative growth opportunities for the market.

Leading Key Players in the Mobile Advertising Industry:

The key players in the market are engaging in a range of strategic activities to consolidate their position and capitalize on emerging opportunities, including technological innovation, strategic partnerships, acquisitions, and expansion into new geographical markets. Moreover, major companies are continuously refining their algorithms to offer more targeted and effective advertising solutions, leveraging advanced analytics, ML, and AI. Additionally, they are focusing on privacy-compliant advertising strategies in response to increasing regulatory pressures and consumer privacy concerns. Besides this, the key players are exploring new advertising formats, such as augmented reality (AR) and interactive video ads, to enhance user engagement.

Key Questions Answered in This Report

  • 1. What was the size of the global mobile advertising market in 2023?
  • 2. What is the expected growth rate of the global mobile advertising market during 2024-2032?
  • 3. What has been the impact of COVID-19 on the global mobile advertising market?
  • 4. What are the key factors driving the global mobile advertising market?
  • 5. What is the breakup of the global mobile advertising market based on the segment?
  • 6. What are the key regions in the global mobile advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Introduction

  • 3.1 Overview
  • 3.2 Executive Summary
  • 3.3 Key Industry Trends

4 Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Performance of Various Segments
  • 4.3 Performance of Various Regions
  • 4.4 Key Players and their Market Shares
  • 4.5 Market Forecast

5 Global Mobile Advertising Market

  • 5.1 Market Overview
  • 5.2 Key Market Drivers
  • 5.3 Current and Historical Market Trends
  • 5.4 Impact of COVID-19
  • 5.5 Market Breakup by Segment
    • 5.5.1 Search
    • 5.5.2 Display
    • 5.5.3 Video
    • 5.5.4 Social Media
    • 5.5.5 Websites
    • 5.5.6 Others
  • 5.6 Performance of Various Regions
    • 5.6.1 North America
    • 5.6.2 Asia Pacific
    • 5.6.3 Europe
    • 5.6.4 Middle East and Africa
    • 5.6.5 Latin America
  • 5.7 Market Breakup by Industry
  • 5.8 Market Forecast
  • 5.9 Mobile Advertising Pricing Models
  • 5.10 Margins in Mobile Advertising
  • 5.11 Porters Five Forces Analysis
    • 5.11.1 Bargaining Power of Suppliers
    • 5.11.2 Bargaining Power of Buyers
    • 5.11.3 Threat of Substitutes
    • 5.11.4 Competitive Rivalry
    • 5.11.5 Threat of New Entrants
  • 5.12 Key Challenges

6 Global Mobile Advertising Market: Competitive Landscape

  • 6.1 Market Structure
  • 6.2 Profiles of Leading Players

List of Figures

  • Figure 1: Global: Mobile Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2023
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2023
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2023
  • Figure 6: Global: Advertising Market: Share of Key Players (in %), 2023
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
  • Figure 10: Global: Mobile Advertising Market: Sales Value (in Billion US$), 2018-2023
  • Figure 11: Global: Mobile Advertising Market: Breakup by Segment (in %), 2023
  • Figure 12: Global: Mobile Search Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 13: Global: Mobile Display Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 14: Global: Mobile Video Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 15: Global: Mobile Social Media Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 16: Global: Mobile Websites Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 17: Global: Other Mobile Advertising Market: Sales Value (in Billion US$), 2023 & 2032
  • Figure 18: Global: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 19: Global: Mobile Advertising Market: Regional Breakup (in %), 2023
  • Figure 20: North America: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 21: Asia Pacific: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 22: Europe: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 23: Middle East and Africa: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 24: Latin America: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
  • Figure 25: Global: Mobile Advertising Market: Breakup by Industry (in %), 2023
  • Figure 26: Global: Mobile Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 27: Global: Mobile Advertising Industry: Porter's Five Forces Analysis

List of Tables

  • Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2018-2023
  • Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2024-2032