In-app Advertising Market Overview:
Market Research Future (MRFR) projects that the global in-app advertising market size can expand at a stunning rate of 28.2% during the forecast period (2019-2024).
The surge in digital marketing, as well as smartphones penetration all over the world, has given birth to a host of lucrative opportunities for in-app advertising. At present, most of the people across the globe are spending a monumental amount of time on their smartphones or other gadgets such as iPad, constantly making use of numerous smartphone applications for ticketing, gaming and messaging among others. In-app advertising is usually merged with these applications on which the consumers spend most of their time.
In-app Advertising Markethas proved to be a highly effective form of advertising, especially when compared to other types of advertising like out of home advertising and T.V, among others. In-app advertising notes high demand since it is two-way communication between the advertisers and the consumers. In-app advertising forms a substantial part of the global advertising revenue. The in-app advertising market is growing on account of the rising use of smartphones along with the subsequently surging use of different smartphone applications like Facebook, WhatsApp, to name a few.
There are a number of smart phone applications, wherein the messaging application seems to be having the most impact on the in-app advertising market since this app is used extensively by the consumers compared to other applications. Predictions are that the smartphone messaging applications are on their way to gain close to billion new users in the coming years, which is bound to positively affect the in-app advertising market. Also, the increasing number of applications downloads from iOS store, google play store can help the in-app advertising market take a major leap during the review period.
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Significant players impacting the worldwide in-app advertising market include Tapjoy, Inc. (US), Apple Inc. (US), Amobee Inc. (US), MoPub Inc(US), Microsoft Corporation (US), InMobi (US), Facebook Inc.(US), Verizon Communications Inc. (US), The Rubicon Project, Inc. (US), Google LLC (US), and others.
Platform, ad-format and application are the top segments in the worldwide market for in-app advertising.
The segments according to platform are iOS, Android, and others. The android segment led the market with a share of 56.8% in 2018 and can surge at a strong rate of 29.6% from 2019 to 2024. The segment can achieve the fastest growth rate in the near future, on account of the rising proliferation of Android smartphones along with the increasing number of free applications that are available on the Android platform that makes use of the in-app advertising strategy.
Considering the ad-format segment, the market segments that are named in the report are video add-format and non-video ad-format. The video-add format was the leading segment in 2018 and it controlled a share of 72.5%. The segment also holds the potential to achieve the fastest CAGR of 28.7% in the following years. Video format helps deliver better-value and interactive content to customers across the world, facilitating customer engagement. Video advertising covers monitoring the channel performance as well as bringing down the expenditure on channels that perform poorly, leading to higher adoption of in-app videos among vendors in order to increase the ROI.
The application types that the report covers include gaming, online shopping & fashion, news & sports, entertainment & social media, and others. The online shopping & fashion segment held the share of 35.8% in the year 2018. E-commerce is a constantly expanding market and makes extensive use of in-app advertising in an attempt to elevate the click-through rates and also ensure improved targeting. It is also used by online shoppers to view images and learn the product details, which helps expand the traffic on the website. Having said that, the entertainment and sports sections can gain the fastest growth rate of 30.0% during the appraisal period.
North America, Europe, Asia Pacific (APAC) and the rest of the world (RoW) are the primary regional segments in the in-app advertising market.
North America is a highly promising market for in-app advertising market and can potentially achieve the top position during the estimation period. The in-app advertising market in the region is positively affected by the large pool of well-known companies like Apple Inc., Google, Microsoft Corporation, Tune Inc. and Facebook, among others and the considerable investments they make in the market. High adoption of smartphones and the rising download of various mobile applications also induces market growth in the region.
APAC has the capacity to seize the second-largest share in the global in-app advertising market during the conjectured period. Rapid surge in smartphone penetration along with the expanding internet infrastructure, booming businesses in developing markets owing to fast-paced urbanization, and rising preference for online shopping in emerging countries can prompt market growth in subsequent years.
Table of Contents
1 Executive Summary
2 Scope of the Report
2.1 Market Definition
2.2 Scope of the Study
2.2.1 Research objectives
2.2.2 Assumptions & Limitations
2.3 Markets Structure
3 Market Research Methodology
3.1 Research Process
3.2 Secondary Research
3.3 Primary Research
3.4 Forecast Model
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List of Tables
Table 1 Global In-App Advertising Market: By Region, 2017-2023
Table 2 North America In-App Advertising Market: By Country, 2017-2023
Table 3 Europe In-App Advertising Market: By Country, 2017-2023
List of Figures
Figure 1 Global In-App Advertising Market Segmentation
Figure 2 Forecast Methodology
Figure 3 Five Forces Analysis of Global In-App Advertising Market
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