Market Insights Advertising & Media Advertising

In-App Advertising - Portugal

Portugal

In 2024, ad spending in the In-App Advertising market in Portugal is forecasted to reach €237.40m.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 7.92%, leading to a projected market volume of €347.50m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be €29.24 in 2024.
When compared globally, China is anticipated to generate the highest ad spending, reaching €121.90bn in 2024.
In Portugal, the In-App Advertising market is experiencing a surge in demand driven by the rapid growth of mobile app usage among the tech-savvy population.

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

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The In-App Advertising market in Portugal is experiencing significant growth and development, driven by various factors such as increasing smartphone penetration, changing customer preferences, and advancements in technology.

Customer preferences: In Portugal, like in many other countries, there has been a shift in customer preferences towards mobile devices, especially smartphones. With a high smartphone penetration rate, more and more people are spending a significant amount of time on their mobile apps. This has created a lucrative opportunity for advertisers to reach their target audience through in-app advertising. Customers are also becoming more accustomed to personalized and relevant advertising, which can be achieved through in-app advertising.

Trends in the market: One of the key trends in the In-App Advertising market in Portugal is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and behavior, ensuring more effective and efficient ad campaigns. This trend is driven by advancements in data analytics and machine learning algorithms, which enable advertisers to optimize their ad placements and maximize their return on investment. Another trend in the market is the rise of native advertising within mobile apps. Native ads seamlessly blend into the app's user interface, providing a non-disruptive and engaging advertising experience for users. This format is particularly effective in capturing users' attention and driving higher engagement rates. Advertisers in Portugal are increasingly leveraging native advertising to deliver their brand messages in a more organic and user-friendly manner.

Local special circumstances: Portugal has a well-established digital infrastructure and a high internet penetration rate, which creates a favorable environment for the growth of in-app advertising. Additionally, the country has a young and tech-savvy population, who are more likely to engage with mobile apps and respond positively to in-app advertisements. These factors contribute to the overall growth and success of the In-App Advertising market in Portugal.

Underlying macroeconomic factors: The Portuguese economy has been experiencing steady growth in recent years, which has had a positive impact on consumer spending and advertising budgets. As businesses in various industries invest more in advertising to reach their target audience, the In-App Advertising market in Portugal is expected to continue its growth trajectory. Furthermore, Portugal's membership in the European Union provides access to a larger market and opportunities for international advertisers to target Portuguese consumers through in-app advertising. In conclusion, the In-App Advertising market in Portugal is witnessing significant growth and development, driven by changing customer preferences, advancements in technology, and favorable macroeconomic factors. The increasing adoption of programmatic advertising and native advertising within mobile apps are key trends in the market. With a well-established digital infrastructure and a young population, Portugal presents a favorable environment for the growth of in-app advertising. As the economy continues to grow and businesses invest more in advertising, the In-App Advertising market in Portugal is expected to thrive in the coming years.

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.