Market Insights Advertising & Media Advertising

In-App Advertising - Asia

Asia

In 2024, the In-App Advertising market in Asia is estimated to reach €145.40bn in ad spending.
The market is expected to experience a Compound Annual Growth Rate (CAGR 2024-2029) of 8.19%, leading to a market volume of €215.50bn by 2029.
The projected average ad spending per mobile internet user in the In-App Advertising market is €36.51 in 2024.
Among Asian countries, China is anticipated to have the highest ad spending, with €123.20bn in 2024.
In Asia, the In-App Advertising market in China is rapidly growing, driven by the increasing mobile app usage and a large consumer base.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in Asia has experienced significant growth in recent years, driven by customer preferences for mobile apps and the increasing popularity of smartphones in the region. In addition, local special circumstances and underlying macroeconomic factors have also contributed to the development of this market.

Customer preferences: Asian consumers have shown a strong preference for mobile apps, with a significant portion of their daily activities being conducted through smartphones. This has created a lucrative market for in-app advertising, as advertisers seek to reach these consumers through targeted and personalized advertisements within their favorite apps. Furthermore, the increasing adoption of smartphones in Asia has led to a larger user base for mobile apps, providing a wider audience for in-app advertising.

Trends in the market: One of the key trends in the In-App Advertising market in Asia is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend has gained traction in Asia due to its ability to deliver personalized and relevant advertisements to users, resulting in higher engagement and conversion rates. Another trend in the market is the increasing use of native advertising in mobile apps. Native ads seamlessly blend into the app's user interface, providing a non-disruptive and integrated advertising experience for users. This type of advertising has gained popularity in Asia as it allows advertisers to deliver their message in a more subtle and engaging manner, enhancing the user experience and increasing the effectiveness of the advertisement.

Local special circumstances: Asia is a diverse region with different languages, cultures, and consumer behaviors. This diversity presents both opportunities and challenges for in-app advertising. Advertisers need to tailor their advertisements to suit the local preferences and cultural sensitivities of each country in Asia. This requires a deep understanding of the local market and the ability to adapt and localize advertising campaigns accordingly.

Underlying macroeconomic factors: The rapid economic growth in Asia has contributed to the development of the In-App Advertising market. As countries in Asia continue to experience strong economic growth, there is an increase in disposable income and consumer spending. This has led to a larger market for in-app advertising, as advertisers seek to capture the attention of these affluent consumers. Furthermore, the increasing internet penetration and smartphone adoption in Asia have also played a crucial role in the growth of the In-App Advertising market. As more people gain access to the internet and smartphones, the demand for mobile apps and in-app advertising increases. This trend is expected to continue as internet infrastructure improves and smartphones become more affordable and accessible to a wider population in Asia. In conclusion, the In-App Advertising market in Asia is developing rapidly due to customer preferences for mobile apps, the rise of programmatic advertising, the increasing use of native advertising, local special circumstances, and underlying macroeconomic factors. As the region continues to embrace digital technologies and experience economic growth, the In-App Advertising market is poised for further expansion and innovation.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.