In-app Advertising: Market Growth and Insights 2023-2027

The In-app Advertising Market is poised to grow by USD 199.21 billion between 2022 and 2027, at a CAGR of 20.5%, driven by the increasing affordability and accessibility of smartphones. This trend has expanded the reach of mobile advertising campaigns and is further fueled by the proliferation of diverse apps catering to various user needs. 

High engagement rates on mobile devices, due to personalized and interactive ads, also play a crucial role in boosting the effectiveness of these campaigns, leading to innovative advancements in mobile advertising technologies and strategies.


Download Sample PDF on In-app Advertising Market for more insights

Diverse Market Segmentation

The in-app advertising market is segmented by application (messaging, online shopping, gaming, entertainment, and others), ad type (banner ads, interstitial ads, rich media ads, video ads, and native ads), and geography (North America, Europe, APAC, South America, and the Middle East and Africa). 

This segmentation provides a detailed analysis of drivers, trends, and challenges from 2017 to 2021. The rise in internet penetration and widespread smartphone usage has made mobile ads an essential component of marketing strategies, leading the in-app advertising market. Advertisers can use mobile web advertising to target audiences more effectively based on age and location, enhancing user engagement and ad impact.

By Application Industry Insights

The messaging segment is expected to see significant growth during the forecast period. This includes all forms of messaging apps, such as social, business, and chat apps, which facilitate text, voice, or video communication. In 2017, the messaging segment was valued at USD 16.58 billion. The large user base and high engagement rates of messaging apps make in-app advertising in this segment increasingly popular. Strategies include sponsored messages, chatbots, and influencer marketing, allowing advertisers to reach their target audience effectively.

Key Drivers of Market Growth

The increasing use of smartphones is a primary driver of market growth. With the global number of smartphone users projected to grow from 3.8 billion in 2021 to 4.3 billion by 2023, this trend offers substantial opportunities for in-app advertising. eMarketer predicts that in-app advertising will account for 69% of all mobile ad spending in the US in 2021. This growth is fueled by the popularity of online gaming and e-commerce platforms, particularly in emerging markets. The rise in smartphone screen time, increasing to 4.2 hours daily per person in 2020, further supports this trend.

Notable Market Trends

The surge in in-app purchases is a significant market trend. These purchases, such as virtual goods, premium content, and subscriptions, create new revenue streams for app developers and enhance opportunities for in-app advertising. Consumer spending on in-app purchases is expected to reach USD 270 billion by 2025, up from USD 120 billion in 2019. This growth allows companies to target already engaged users, boosting the effectiveness of in-app ads.

Major Market Challenges

The rise of ad-blocking software poses a challenge to market growth. Ad-blockers, used by over 780 million devices globally in 2021, reduce the effectiveness of in-app advertising by preventing ads from being displayed. This trend impacts advertisers' ability to reach target audiences and necessitates strategies to counteract ad-blocking's effects.


Download Sample PDF on In-app Advertising Market for more insights

Leading Companies in the In-app Advertising Market

Companies are enhancing their market presence through strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product launches.

  • Adscompass: Offers compelling ad options suitable for both brand and performance marketing, providing mutually beneficial cooperation for webmasters, advertisers, media buyers, and ad networks.
  • Alphabet Inc.
  • Amazon.com Inc.
  • Bidease inc.
  • BYYD Inc
  • Coalition Technologies LLC
  • Digital Hamster SL
  • Dot Com Infoway
  • Flatline Agency
  • Hitapps
  • IDS Logic
  • InMobi Pte. Ltd.
  • Mobio Global Ltd.
  • PubMatic Inc.
  • RevX
  • Tremor International Ltd


Contact us for tailored solution

Technavio Research

Jesse Maida

Media & Marketing Executive

US: +1 844 364 1100

UK: +44 203 893 3200

Email: media@technavio.com

Website: www.technavio.com/


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