Growth Drivers of the Global In-Application Advertising Market

The in-application advertising market is anticipated to grow at a CAGR of 17.8% during the forecast period (2024-2031). The market growth is driven by the growing e-commerce market. Additionally, in-application advertising marketing is expanding, as it provides a better return on investment as compared to traditional television and billboard advertisements. In-application advertising allows customized audience reach, thus, higher click-through rates and consequently increased ROI. Additionally, the increasing smartphone penetration, growing popularity of social media, increasing video streaming and music streaming platforms, and gaming applications, are contributing to the market growth.

The global in-application advertising market is segmented by advertisement type (interstitial ads, mobile video ads, rewarded video ads, native ads, and others), by application (social media, gaming, e-commerce, video and music streaming, news, finance, and education, travel, and others), and geography (North America, Europe, Asia-Pacific, and the Rest of the World).

Market Dynamics

• The social media segment is anticipated to grow with a significant CAGR during the forecast period, owing to the growing adoption of social media platforms globally, and an increase in average social media usage. Some of the popular social media include Facebook, Instagram, Snapchat, TikTok, LinkedIn, and Twitter.

• North America is anticipated to dominate the market attributed to the presence of a high number of mobile phone users coupled with high-speed wireless connectivity. Additionally, the expanding e-commerce market and the strong presence of global retailers are driving the regional market.

• Asia-Pacific is estimated to grow at a considerable CAGR attributed to the rapidly increasing smartphone and internet penetration in the region. Additionally, the increasing urbanization is contributing to the market growth.

• Furthermore, the expansion of the e-commerce market in countries such as India and China is propelling the Asia-Pacific market.

The major companies serving the in-application advertising market include Google AdMob (Google Inc.), Facebook Inc., Twitter Inc., InMobi Pte. Ltd., Smaato, Inc., Verizon Media, Zoomd Technologies Ltd., and others. The market players are contributing significantly to the market growth by adopting various strategies including mergers and acquisitions, partnerships, collaborations, funding, and new project launches significantly aiding the market expansion.

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