Market Insights Advertising & Media Advertising

In-App Advertising - India

India

Ad spending in the In-App Advertising market in India is projected to reach €2,490.00m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2029) of 10.65%, leading to a projected market volume of €4,130.00m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market is projected to be €2.36 in 2024.
In global comparison, China is expected to generate the highest ad spending with €123.20bn in 2024.
In India, the In-App Advertising market is experiencing rapid growth due to the increasing smartphone penetration and digitalization of businesses.

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

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Analyst Opinion

The In-App Advertising market in India has been experiencing significant growth in recent years.

Customer preferences: Indian consumers have shown a growing preference for mobile apps, leading to an increase in the demand for in-app advertising. With the rise in smartphone penetration and internet usage, more and more people are relying on mobile apps for various purposes such as communication, entertainment, shopping, and banking. This shift in consumer behavior has created a lucrative market for in-app advertising, as advertisers seek to reach their target audience through these popular apps.

Trends in the market: One of the key trends in the Indian In-App Advertising market is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the process of buying and selling ad inventory, enabling them to reach their target audience more effectively and efficiently. This trend is driven by advancements in technology and the availability of data-driven insights, which help advertisers make more informed decisions about their ad placements. Another trend in the market is the growing popularity of native advertising. Native ads are designed to blend seamlessly with the content of the app, providing a non-disruptive and engaging user experience. Indian consumers are more likely to engage with native ads as they appear less intrusive compared to traditional banner ads. Advertisers are capitalizing on this trend by investing in native ad formats to increase user engagement and drive conversions.

Local special circumstances: India has a diverse population with multiple languages and cultural nuances. Advertisers in the Indian In-App Advertising market need to consider these local special circumstances when designing their ad campaigns. Localization of content and targeting specific regional preferences can significantly impact the success of an in-app ad campaign. Advertisers that understand and cater to the local preferences are more likely to resonate with the Indian audience and achieve better results.

Underlying macroeconomic factors: The Indian economy has been experiencing steady growth, which has contributed to the expansion of the In-App Advertising market. Rising disposable incomes, a growing middle class, and increased internet penetration have fueled the demand for mobile apps and in-app advertising. As more people gain access to smartphones and the internet, the potential audience for in-app ads continues to grow. Furthermore, the Indian government's Digital India initiative has played a significant role in promoting digital adoption and internet connectivity across the country. This initiative has created a favorable environment for the In-App Advertising market to thrive, as it has led to increased smartphone usage and internet access in both urban and rural areas. In conclusion, the In-App Advertising market in India is experiencing rapid growth due to customer preferences for mobile apps, the adoption of programmatic advertising, and the popularity of native advertising. Advertisers need to consider local special circumstances and tailor their campaigns to cater to the diverse Indian audience. The underlying macroeconomic factors, such as steady economic growth and government initiatives, have also contributed to the expansion of the market.

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.