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1616381

App內廣告的全球市場規模:各類型，各平台，各用途，各地區，範圍及預測

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個工作天內

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簡介目錄

應用程式內廣告市場規模及預測

2024 年應用程式內廣告市場規模為 3.4815 億美元，預計 2024 年至 2031 年複合年增長率為 19.96%，到 2031 年將達到 14.9299 億美元。應用程式內廣告是在智慧型手機、平板電腦和其他可攜式裝置上的行動應用程式 (app) 內顯示廣告的做法。這些廣告可以採取原生廣告、影片廣告、插頁式廣告、橫幅廣告等形式。應用程式內廣告的主要目的是在消費者活躍於應用程式時與他們建立聯繫和互動。透過利用應用程式上下文和用戶交互，廣告主利用應用程式內展示位置來銷售他們的產品、服務和品牌。這使您可以透過相關的行銷訊息來定位和吸引用戶。

透過為企業在行動環境中與目標用戶互動提供平台，應用程式內廣告成為行動廣告生態系統不可或缺的一部分，並已成為應用程式開發商的重要收入來源。

不斷成長的行動用戶群、用戶參與度和關注度是推動應用程式內廣告市場快速成長的一些關鍵因素。智慧型手機在全球的普及為高效的品牌傳播創造了完美的環境，而應用程式內廣告是為廣告商提供大量活躍受眾的完美解決方案。

應用程式內廣告市場動態

塑造應用程式內廣告市場的主要市場動態

主要市場驅動因子

行動應用的大規模採用與成長：

人工智慧、5G、雲端運算和高階硬體等先進技術的整合正在增加智慧型手機的使用。特別是，由於各種電子商務、遊戲和社交媒體應用程式的持續使用，對此類智慧型手機的需求預計將會增加。使用智慧型手機進行購物和娛樂等日常活動的趨勢正在推動應用程式內廣告市場的成長。

專注於與目標受眾的互動與個人化：

這個市場由大量數據驅動，包括位置資訊、應用活動數據以及用戶生成的內容，這些內容豐富了用戶個人資料並實現更精確的定位。此外，人工智慧和機器學習演算法的整合非常有用，因為它可以實現動態廣告個人化、沉浸式和互動式體驗，而透過分析使用者資料來預測偏好和行為來進行最佳化似乎發揮著重要作用。

多元且具吸引力的廣告格式：

廣告平台越來越多地引入創新且引人入勝的廣告格式，例如遊戲化和擴增實境廣告，以吸引用戶並鼓勵互動。這種持續的創意創新有望為應用程式內廣告市場開闢新的途徑。此外，平台和開發人員正在密切關注用戶體驗，並優先考慮無縫融入應用程式設計的廣告格式，以確保流暢且不引人注目的用戶體驗。

程序化購買與銷售的自動化：

廣告交易平台和即時出價的出現已經開始整合自動化，以促進對廣告庫存的動態出價，從而無縫優化廣告系列效果。此外，透過引入複雜的最佳化工具來提高應用程式內廣告的可用性和可承受性，為廣告主提供數據驅動的見解，以根據即時效果數據調整計劃。由於技術創新和整合，應用程式內廣告市場預計在未來幾年將保持強勁。

主要問題

廣告詐欺增加：

全球對機器人冒充人類用戶以及人為誇大廣告展示次數和點擊次數的擔憂正在導致行銷人員損失廣告費用並削弱市場信心。詐欺者從廣告收入中獲利的動機以及缺乏可靠的驗證程序限制了在線平台上應用內廣告的採用。

與資料相關的隱私問題日益嚴重：

人們對資料隱私和為目標廣告收集個人資料的警覺性和了解不斷增強，推動了對嚴格資料管理法規和軟體的需求。這對在線上平台上接受應用程式內廣告造成了重大障礙。《加州消費者隱私法》(CCPA) 和《一般資料保護規範》(GDPR) 等限制資料追蹤和定位可能性的嚴格法律反映了這一趨勢，並對廣告活動的有效性產生負面影響。

廣告攔截與繞過預防：

廣告攔截器和注重隱私的解決方案阻礙了廣告主的廣告投放和曝光，導致廣告活動中斷和應用程式開發者的收入損失。越來越多的消費者廣泛使用廣告攔截技術來獲得私密和無縫的線上體驗，這可能會抑制市場的成長。同樣，侵入性和不相關的廣告的增加成為用戶的煩惱因素，可能會進一步抑制應用程式內廣告解決方案的大規模採用。

有限的測量和歸因：

圍繞資料管理缺乏標準化、複雜且分散的應用生態系統以及行動裝置上的歸因技術的限制等挑戰，使得應用程式內廣告活動和某些廣告格式的轉換變得困難。這些因素導致廣告主在評估投資報酬率和優化廣告活動時面臨困難。

主要趨勢

注重隱私的解決方案：

為了解決用戶的擔憂，由於用戶資料隱私意識不斷增強以及 Apple 的 ATT（應用追蹤透明度）出台了更嚴格的規定，人們越來越關注符合隱私法規的廣告格式和定位方法法規，例如框架。人們越來越關注以隱私為中心的資料安全技術，預計將為應用程式內廣告市場提供新的成長途徑。

內容相關定位：

透過此策略，廣告客戶可以根據應用程式內活動、相關關鍵字和應用程式類別來定位受眾。透過優先考慮上下文而不是個人用戶訊息，這種方法確保了在數位世界中以更合規且對隱私友好的方式傳遞客製化廣告訊息。這可以為這個市場的成長提供肥沃的土壤。

互動且引人入勝的廣告格式：

吸引用戶、提醒他們廣告和提供無縫轉換的需求正在不斷增長，這正在改變偏好，從靜態橫幅轉向鼓勵用戶互動和參與的廣告格式。這種變化是透過採用遊戲化廣告、擴增實境 (AR) 體驗和可購物影片廣告等創新方法來實現的，這些方法正在推動應用程式內廣告市場的發展。

應用程式內廣告市場的區域分析

應用程式內廣告市場詳細區域分析

北美：

根據經過驗證的市場研究，預計北美將在預測期內佔據主導地位。越來越關注程序化購買和符合資料隱私相關法規的高階定位是北美應用程式內廣告市場成長的關鍵驅動力之一。

目前，Google AdMob 和 Facebook Audience Network 是北美設計的兩個廣泛使用的平台，強調進階定位和程式化購買。這些平台的使用增加預計將提供更廣泛的定位選擇和即時競價，這是影響行動應用程式中數位廣告格局的關鍵方面。

該地區數位化的擴張與精通技術的文化產生共鳴，包括強大的數位基礎設施、增強的連接性以及雲端運算等先進技術的整合。這些都是推動北美應用程式內廣告市場發展的好處。此外，智慧型手機在日常生活中的使用不斷增加也有望為市場的成長創造有利的氛圍。

矽谷的存在預計將推動數位行銷領域的發展，並為應用程式內廣告市場帶來創新。該地區擁有頂級廣告公司和高科技公司，這也有利於應用程式內廣告業。

歐洲：

憑藉著強大的數位基礎設施和較高的智慧型手機普及率，該地區為應用程式內廣告提供了充足的用戶基礎。此外，行動裝置的激增和網路連線的不斷發展為行銷人員與廣泛的消費者溝通創造了理想的環境。

歐洲對高科技的日益青睞正在推動活躍行動電話用戶的數量成長。因此，用戶參與數量的增加可能會推動該地區對應用程式內廣告的需求。廣告商旨在透過各種廣告形式與目標市場溝通，從而實現市場擴張。

除了上述因素之外，由於網路使用量的增加而產生的大量資料也導致了強調使用者隱私的嚴格監管環境。因此，歐洲廣告商專注於透過遵守資料隱私程序來建立用戶信任。顯然，歐洲應用程式內廣告市場在預測期內可能會快速成長。

亞太地區：

繼歐洲之後，預計亞太地區在預測期內也將出現強勁成長。亞太地區正在經歷快速數位化，智慧型手機用戶數量不斷增加。行動用戶的成長主要歸因於電子商務、社群媒體使用、內容創建和其他進步的成長。預計亞太地區將成為未來幾年應用程式內廣告市場的有利地區。

除此之外，中國、日本和韓國等新興經濟體以其技術創新和不斷增長的行動用戶數量而聞名。透過此類技術基礎設施，應用程式內廣告可以順利投放，確保良好的使用者體驗，並讓廣告主能夠利用複雜的定位和分析功能。

與資料隱私和金融竊盜相關的本地威脅日益增加，正在推動該地區行動支付系統和電子商務的採用。在透過應用程式購物時吸引客戶可以非常有效地影響客戶決策，並透過應用程式內廣告推動電子商務成長。

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