In-App Advertising Market 2021-2024 Strategic Assessment By Top Key Players | Impact of COVID-19 Pandemic

The Global In-App Advertising Market is expected to expand at 28.2% CAGR during the forecast period. In 2018, North America dominated the global in-app advertising market. However, Asia-Pacific is expected to be the fastest growing region during the forecast period of 2019-2024.

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In-app advertising is a monetization strategy used by mobile publishers that enable the app developers to earn by integrating the ads within their mobile-based applications. In-app advertising is an efficient and common channel among agencies and brands used for marketing, branding, and promotion purpose. The advent of mobile apps is one of the prime driving factors that has led to their huge media consumption globally. The consumers prefer mobile ads to have superior data and gain more control over campaigns.

In-app advertising has become a dynamic marketing channel for various companies and advertisement agencies. One of the major advantages of in-app advertisement market allows enterprises to customize ads based on customer requirements with higher accuracy. Achieving a high click-through rate is essential for the success of the pay-per-click model. In-app advertising responds to a natural evolution of how people are using their smartphones and mobile devices. Consumers are getting more engaged with mobile apps instead of the mobile Web. There are various benefits of in-app advertising; in-app ads are more user-friendly and appealing as compared to the ads that are traditionally displayed via the Web. In-app ads also have the added benefit of advanced location targeting and enhanced relevance in advertisements.

Companies Covered

The key players of the global in-app advertising market are Microsoft Corporation (US), Facebook Inc.(US), Apple Inc. (US), Google LLC(US), Amobee Inc. (US), MoPub Inc(US), The Rubicon Project, Inc. (US), InMobi (US), Verizon Communications Inc. (US), Tapjoy, Inc. (US) among others.  Global In-App Advertising Market, by Platform, 2018 vs 2024

 In-app ads are displayed within a mobile app, such as banners at the top or bottom of a game of an app. In-app advertising is currently the fastest growing form of mobile advertising in the market and is highly adopted by marketers due to its various benefits. Over more than a decade, mobile and in-app advertising have been the branches of digital advertising that have seen the fastest growth and technological innovation. Mobile advertising includes video ads, mobile website displays, and in-app advertisements.

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Most of the advertising agencies and other enterprises prefer mobile apps over other sources of advertisement, allowing the companies to track the device location and other demographics and leverage the higher average daily use to double the returns. Due to vulnerability to in-browser ad blockers, it has become easier for the enterprises to advertise on various mobile-based platforms as the ad-blocking technology has not yet been advanced for most mobile applications. Another major factor leading to the growing adoption of in-app advertisements is the average time spent by a consumer on a mobile device.

The North American region has a well-established infrastructure which allows faster implementation of advanced technologies. Additionally, the growing demand for mobile in-app advertising across various businesses is further fuelling the market growth. For the research study, the global in-app advertising market, by platform, has been segmented into Android, iOS, and others. The Android platform is anticipated to be the dominating segment and is expected to remain the same in future, growing at a CAGR 29.6% during the forecast period 2019-2024.

 Regional Analysis

The global in-app advertising market, by region, has been segmented into Asia-Pacific, North America, Europe, and the Middle East & Africa, and South America. North America is anticipated to lead the in-app advertising market during the study period, followed by Asia-Pacific and Europe. The growing demand for mobile in-app advertising across various businesses in North America and early adoption of the technology in the region are some of the factors driving the market in the region. Additionally, the presence of Verizon Communications Inc., Tapjoy, Inc., Facebook Inc., Google LLC and other key players in the region also contributes to the growth of the in-app advertising market in the region. However, Asia-Pacific is expected to hold a significant share. China is expected to dominate the market in the Asia-Pacific region.

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Key Developments 

In June 2018, InMobi partnered with Microsoft to offer marketing capabilities to enterprise customers. With the help of this partnership, InMobi will expand its platform for marketers via the InMobi Marketing Cloud, with its advertising cloud moving to Azure.

In November 2018, Tapjoy acquired Tapdaq, Inc., an ad mediation and app monetization platform. The acquisition aims at offering cutting-edge tools to monetize mobile content and audiences to app and game developers by expanding the service offerings.

In April 2019, Rubicon expanded its next-generation header bidding feature named Fastlane to in-app advertising. It is the first and only header bidding solution available in the industry for in-app mobile as well as desktop ecosystem. The integration is expected to increase the campaign performance and maximize ad inventories of the marketers.

In February 2019, Verizon added two new mobile native ad units, namely touchpoints and playable ads as part of its Moments ad suite. The introduction of the ad units is aimed at supporting e-commerce and gaming advertisers with high conversation rates.

In January 2019, Verizon extended its partnership with Microsoft Corporation to provide marketers display, add video, and content marketing opportunities across Microsoft’s MSN, Outlook, and Xbox. The partnership helps the company to enhance its inventory with its ad tech, quality content, and diversified and verified data in the industry to connect marketers with their key audiences at scale, thereby boosting consumer experience

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Market Segmentation

By Platform: Android, iOS, Others

By Ad-Format: Video Ad-Format, Non-Video Ad-Format

By Application Type: Online Shopping & Fashion, Gaming, Entertainment & Social Media, News & Sports, Others

By Region: North America, Europe, Asia-Pacific, and the rest of the world

Key questions addressed by the report

What was the historic market size (2018)?

Which segmentation (Component / System Type/ Deployment/ End User is driving market?

What will be the growth rate by 2024?

What are the strategies adopted by key players?

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