In-app Advertising Market Size, Trends, Report 2023-2032
The global in-app advertising market was valued at USD 151.12 billion in 2022 and it is predicted to surpass around USD 523.99 billion by 2032 with a CAGR of 13.24% from 2023 to 2032. The in-app advertising market in the United States was accounted for USD 51.9 billion in 2022.
Key Pointers
Report Scope of the In-app Advertising Market
| Report Coverage | Details |
| Market Share of Asia Pacific in 2022 | 35.05% |
| Revenue Forecast by 2032 | USD 523.99 billion |
| Growth rate from 2023 to 2032 | CAGR of 13.24% |
| Base Year | 2022 |
| Forecast Period | 2023 to 2032 |
| Market Analysis (Terms Used) | Value (US$ Million/Billion) or (Volume/Units) |
| Companies Covered | ironSource (Unity Software Inc.); Google AdMob (Google LLC); BYYD Inc.; Flurry (Yahoo Inc.); TUNE, Inc.; Amobee, Inc.; InMobi; Glispa GmbH; AppLovin; Chartboost, Inc; Smaato., Inc.; Leadbolt |
The increasing adoption of smartphones and rising user preference for mobile apps for gaming, online shopping, and other activities is offering enormous growth opportunities for the global in-app advertising industry.
The increasing popularity of e-commerce and gaming applications is driving the growth of the in-app advertising market. Incorporating in-app advertising campaigns enables advertisers to build effective revenue-generation strategies by displaying advertisements on mobile applications. According to research, smartphone users spend more than 90% of their time on various applications, making it an ideal choice for marketers for advertising.
In-app advertisements help marketers generate more user engagement than mobile web advertising. Incorporating video, banners, and interstitials in applications allows advertisers to increase traffic and create brand awareness while generating higher investment returns. Furthermore, implementing in-app advertisements allows marketers to gain information about changing consumer preferences and study several attributes related to usage patterns, age, interests, and location providing significant growth opportunities for the market.
The advertisers are incorporating the latest technologies like artificial intelligence and machine learning to collect information about changing consumer behavior and preferences. Advanced data collection and analytics solutions have helped marketers target customers effectively. Furthermore, key market players focus on mergers and acquisitions of innovative solution providers to gain access to advanced analytics and improve their market presence.
The rising focus of iOS and Android platforms on protecting users' personal information by preventing unauthorized access to third-party applications and the growing privacy concerns have significantly affected companies that collect users’ data for their advertising campaigns. The recent developments regarding privacy and security by platforms are helping users protect their data and give them access to choose whether they want to share their personal information.
Type Insights
Banner Ads captured a revenue share of over 37.03% in 2022 and is expected to record significant growth over the coming years. The growth is attributed to various benefits, such as being affordable, easy to implement, and supporting all types of applications and mobile devices. Banner Ads help marketers increase traffic, brand awareness, and product sales. The banner ads offer high returns on investments resulting in numerous growth opportunities for the banner ads segment over the forecast period.
Interstitial Ads are full-page advertisements provided in the middle of screens during mobile app navigation. The interstitial ads are gaining popularity and are expected to gain a significant CAGR of over 14.05% from 2023 to 2032. Interstitial ads enable advertisers to offer the best creatives as they are displayed full-screen and create user engagement better than native or banner ads. The higher return on investment and better click rate drive the market growth for interstitial advertisements.
Platform Insights
The iOS segment is anticipated to witness the highest CAGR growth by 2032. The recent iOS updates have empowered users to decide whether to share their IDFA data (Identification for Advertisers). The users need to provide permission for applications to share and collect data which allows them to protect their data. The better features, user interface, and user friendly of iOS platform-based devices resulting in increased adoption of iOS devices in developing countries such as South Korea, China, and Japan are driving the growth of the iOS platform
The Android platform accounted for a revenue share of over 64.08% in 2022 and is projected to maintain its dominance over the forecast period. Android is an open-source operating system that allows different devices to run on the Android platform, unlike iOS, which runs only on Apple devices. The advertisers usually target high-end Android devices based on device models to target high-quality users. The increasing focus on data privacy and developing enhanced advertising solutions is offering numerous growth opportunities for the Android platform segment in the future.
Application Insights
The gaming segment is anticipated to register a CAGR of over 14.08% from 2023 to 2032. Technological innovations in the hardware and software of smartphones and increased accessibility of mobile games are driving the growth of mobile gaming globally. Advertisers invest in different advertising formats to create and deliver appealing advertisements on gaming applications. The advertising on gaming applications has enabled marketers to reach out to a specific audience and has high eCPM rates. The ability to create a more engaging experience through video and banner ads is driving the growth of the gaming segment during the forecast period.
The entertainment segment captured the highest revenue share of approximately 24.02% in 2022 and is expected to maintain its dominance during the forecast period. The entertainment applications such as OTT platforms are becoming increasingly popular. Advertisers are utilizing these platforms to reach their targeted audience by utilizing information such as viewing habits, age, location, gender, and other demographics to utilize the performance of their advertising campaigns. The ability to reach out to targeted audiences effectively and offer advanced analytics to optimize future advertising campaigns offers lucrative growth opportunities for the entertainment segment in the in-app advertising industry.
Regional Insights
The Asia Pacific region accounted for the highest market share of nearly 35.05% in 2022 and is expected to continue its dominance over the forecast period. The growing internet penetration and pervasiveness of smartphones in developing countries such as China, South Korea, and Japan are ensuing significant growth for in-app advertising marketing in the region. Furthermore, marketers are incorporating advanced analytics solutions supported by machine learning and artificial intelligence to study consumer behavior and effectively advertise on various mobile applications.
North America is anticipated to witness a significant market share of more than 31.03% by 2032. The growth is attributed to the large number of smartphone users coupled with the rising popularity of mobile streaming services such as Hulu, Amazon Prime, Netflix, and other popular video streaming services has increased the potential for in-app advertising industry in the region. Furthermore, the rapidly growing gaming market and substantial growth in mobile shopping, owing to its ability to offer a better shopping experience, are expected to fuel the growth of in-app advertising industry in North America.
In-app Advertising Market Segmentations:
By Type
By Platform
By Application
By Regional
Chapter 1. Introduction
1.1. Research Objective
1.2. Scope of the Study
1.3. Definition
Chapter 2. Research Methodology
2.1. Research Approach
2.2. Data Sources
2.3. Assumptions & Limitations
Chapter 3. Executive Summary
3.1. Market Snapshot
Chapter 4. Market Variables and Scope
4.1. Introduction
4.2. Market Classification and Scope
4.3. Industry Value Chain Analysis
4.3.1. Raw Material Procurement Analysis
4.3.2. Sales and Distribution Type Analysis
4.3.3. Downstream Buyer Analysis
Chapter 5. COVID 19 Impact on In-app Advertising Market
5.1. COVID-19 Landscape: In-app Advertising Industry Impact
5.2. COVID 19 - Impact Assessment for the Industry
5.3. COVID 19 Impact: Global Major Government Policy
5.4. Market Trends and Opportunities in the COVID-19 Landscape
Chapter 6. Market Dynamics Analysis and Trends
6.1. Market Dynamics
6.1.1. Market Drivers
6.1.2. Market Restraints
6.1.3. Market Opportunities
6.2. Porter’s Five Forces Analysis
6.2.1. Bargaining power of suppliers
6.2.2. Bargaining power of buyers
6.2.3. Threat of substitute
6.2.4. Threat of new entrants
6.2.5. Degree of competition
Chapter 7. Competitive Landscape
7.1.1. Company Market Share/Positioning Analysis
7.1.2. Key Strategies Adopted by Players
7.1.3. Vendor Landscape
7.1.3.1. List of Suppliers
7.1.3.2. List of Buyers
Chapter 8. Global In-app Advertising Market, By Type
8.1. In-app Advertising Market, by Type, 2023-2032
8.1.1 Banner Ads
8.1.1.1. Market Revenue and Forecast (2020-2032)
8.1.2. Interstitial Ads
8.1.2.1. Market Revenue and Forecast (2020-2032)
8.1.3. Rich Media Ads
8.1.3.1. Market Revenue and Forecast (2020-2032)
8.1.4. Video Ads
8.1.4.1. Market Revenue and Forecast (2020-2032)
8.1.5. Native Ads
8.1.5.1. Market Revenue and Forecast (2020-2032)
Chapter 9. Global In-app Advertising Market, By Platform
9.1. In-app Advertising Market, by Platform, 2023-2032
9.1.1. Android
9.1.1.1. Market Revenue and Forecast (2020-2032)
9.1.2. iOS
9.1.2.1. Market Revenue and Forecast (2020-2032)
9.1.3. Others
9.1.3.1. Market Revenue and Forecast (2020-2032)
Chapter 10. Global In-app Advertising Market, By Application
10.1. In-app Advertising Market, by Application, 2023-2032
10.1.1. Entertainment
10.1.1.1. Market Revenue and Forecast (2020-2032)
10.1.2. Gaming
10.1.2.1. Market Revenue and Forecast (2020-2032)
10.1.3. Social
10.1.3.1. Market Revenue and Forecast (2020-2032)
10.1.4. Online Shopping
10.1.4.1. Market Revenue and Forecast (2020-2032)
10.1.5. Payment & Ticketing
10.1.5.1. Market Revenue and Forecast (2020-2032)
10.1.6. News
10.1.6.1. Market Revenue and Forecast (2020-2032)
10.1.7. Others
10.1.7.1. Market Revenue and Forecast (2020-2032)
Chapter 11. Global In-app Advertising Market, Regional Estimates and Trend Forecast
11.1. North America
11.1.1. Market Revenue and Forecast, by Type (2020-2032)
11.1.2. Market Revenue and Forecast, by Platform (2020-2032)
11.1.3. Market Revenue and Forecast, by Application (2020-2032)
11.1.4. U.S.
11.1.4.1. Market Revenue and Forecast, by Type (2020-2032)
11.1.4.2. Market Revenue and Forecast, by Platform (2020-2032)
11.1.4.3. Market Revenue and Forecast, by Application (2020-2032)
11.1.5. Rest of North America
11.1.5.1. Market Revenue and Forecast, by Type (2020-2032)
11.1.5.2. Market Revenue and Forecast, by Platform (2020-2032)
11.1.5.3. Market Revenue and Forecast, by Application (2020-2032)
11.2. Europe
11.2.1. Market Revenue and Forecast, by Type (2020-2032)
11.2.2. Market Revenue and Forecast, by Platform (2020-2032)
11.2.3. Market Revenue and Forecast, by Application (2020-2032)
11.2.4. UK
11.2.4.1. Market Revenue and Forecast, by Type (2020-2032)
11.2.4.2. Market Revenue and Forecast, by Platform (2020-2032)
11.2.4.3. Market Revenue and Forecast, by Application (2020-2032)
11.2.5. Germany
11.2.5.1. Market Revenue and Forecast, by Type (2020-2032)
11.2.5.2. Market Revenue and Forecast, by Platform (2020-2032)
11.2.5.3. Market Revenue and Forecast, by Application (2020-2032)
11.2.6. France
11.2.6.1. Market Revenue and Forecast, by Type (2020-2032)
11.2.6.2. Market Revenue and Forecast, by Platform (2020-2032)
11.2.6.3. Market Revenue and Forecast, by Application (2020-2032)
11.2.7. Rest of Europe
11.2.7.1. Market Revenue and Forecast, by Type (2020-2032)
11.2.7.2. Market Revenue and Forecast, by Platform (2020-2032)
11.2.7.3. Market Revenue and Forecast, by Application (2020-2032)
11.3. APAC
11.3.1. Market Revenue and Forecast, by Type (2020-2032)
11.3.2. Market Revenue and Forecast, by Platform (2020-2032)
11.3.3. Market Revenue and Forecast, by Application (2020-2032)
11.3.4. India
11.3.4.1. Market Revenue and Forecast, by Type (2020-2032)
11.3.4.2. Market Revenue and Forecast, by Platform (2020-2032)
11.3.4.3. Market Revenue and Forecast, by Application (2020-2032)
11.3.5. China
11.3.5.1. Market Revenue and Forecast, by Type (2020-2032)
11.3.5.2. Market Revenue and Forecast, by Platform (2020-2032)
11.3.5.3. Market Revenue and Forecast, by Application (2020-2032)
11.3.6. Japan
11.3.6.1. Market Revenue and Forecast, by Type (2020-2032)
11.3.6.2. Market Revenue and Forecast, by Platform (2020-2032)
11.3.6.3. Market Revenue and Forecast, by Application (2020-2032)
11.3.7. Rest of APAC
11.3.7.1. Market Revenue and Forecast, by Type (2020-2032)
11.3.7.2. Market Revenue and Forecast, by Platform (2020-2032)
11.3.7.3. Market Revenue and Forecast, by Application (2020-2032)
11.4. MEA
11.4.1. Market Revenue and Forecast, by Type (2020-2032)
11.4.2. Market Revenue and Forecast, by Platform (2020-2032)
11.4.3. Market Revenue and Forecast, by Application (2020-2032)
11.4.4. GCC
11.4.4.1. Market Revenue and Forecast, by Type (2020-2032)
11.4.4.2. Market Revenue and Forecast, by Platform (2020-2032)
11.4.4.3. Market Revenue and Forecast, by Application (2020-2032)
11.4.5. North Africa
11.4.5.1. Market Revenue and Forecast, by Type (2020-2032)
11.4.5.2. Market Revenue and Forecast, by Platform (2020-2032)
11.4.5.3. Market Revenue and Forecast, by Application (2020-2032)
11.4.6. South Africa
11.4.6.1. Market Revenue and Forecast, by Type (2020-2032)
11.4.6.2. Market Revenue and Forecast, by Platform (2020-2032)
11.4.6.3. Market Revenue and Forecast, by Application (2020-2032)
11.4.7. Rest of MEA
11.4.7.1. Market Revenue and Forecast, by Type (2020-2032)
11.4.7.2. Market Revenue and Forecast, by Platform (2020-2032)
11.4.7.3. Market Revenue and Forecast, by Application (2020-2032)
11.5. Latin America
11.5.1. Market Revenue and Forecast, by Type (2020-2032)
11.5.2. Market Revenue and Forecast, by Platform (2020-2032)
11.5.3. Market Revenue and Forecast, by Application (2020-2032)
11.5.4. Brazil
11.5.4.1. Market Revenue and Forecast, by Type (2020-2032)
11.5.4.2. Market Revenue and Forecast, by Platform (2020-2032)
11.5.4.3. Market Revenue and Forecast, by Application (2020-2032)
11.5.5. Rest of LATAM
11.5.5.1. Market Revenue and Forecast, by Type (2020-2032)
11.5.5.2. Market Revenue and Forecast, by Platform (2020-2032)
11.5.5.3. Market Revenue and Forecast, by Application (2020-2032)
Chapter 12. Company Profiles
12.1. ironSource (Unity Software Inc.)
12.1.1. Company Overview
12.1.2. Product Offerings
12.1.3. Financial Performance
12.1.4. Recent Initiatives
12.2. Google AdMob (Google LLC)
12.2.1. Company Overview
12.2.2. Product Offerings
12.2.3. Financial Performance
12.2.4. Recent Initiatives
12.3. BYYD Inc.
12.3.1. Company Overview
12.3.2. Product Offerings
12.3.3. Financial Performance
12.3.4. Recent Initiatives
12.4. Flurry (Yahoo Inc.)
12.4.1. Company Overview
12.4.2. Product Offerings
12.4.3. Financial Performance
12.4.4. Recent Initiatives
12.5. TUNE, Inc.
12.5.1. Company Overview
12.5.2. Product Offerings
12.5.3. Financial Performance
12.5.4. Recent Initiatives
12.6. Amobee, Inc.
12.6.1. Company Overview
12.6.2. Product Offerings
12.6.3. Financial Performance
12.6.4. Recent Initiatives
12.7. InMobi
12.7.1. Company Overview
12.7.2. Product Offerings
12.7.3. Financial Performance
12.7.4. Recent Initiatives
12.8. Openpay
12.8.1. Company Overview
12.8.2. Product Offerings
12.8.3. Financial Performance
12.8.4. Recent Initiatives
12.9. Glispa GmbH
12.9.1. Company Overview
12.9.2. Product Offerings
12.9.3. Financial Performance
12.9.4. Recent Initiatives
12.10. AppLovin
12.10.1. Company Overview
12.10.2. Product Offerings
12.10.3. Financial Performance
12.10.4. Recent Initiatives
Chapter 13. Research Methodology
13.1. Primary Research
13.2. Secondary Research
13.3. Assumptions
Chapter 14. Appendix
14.1. About Us
14.2. Glossary of Terms
Cross-segment Market Size and Analysis for
Mentioned Segments
Additional Company Profiles (Upto 5 With No Cost)
Additional Countries (Apart From Mentioned Countries)
Country/Region-specific Report
Go To Market Strategy
Region Specific Market DynamicsRegion Level Market Share Import Export AnalysisProduction AnalysisOthers