Market Insights Digital Digital Advertising

In-App Advertising

Canada

Ad spending in the In-App Advertising market is projected to reach €5,533.0m in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2028) of 7.87%, resulting in a projected market volume of €7,491.0m by 2028.
In global comparison, most ad spending will be generated in China (€123bn in 2024).
The average ad spending per internet user in the In-App Advertising market is projected to amount to €142.5 in 2024.

Key regions: Europe, Germany, France, China, India

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Analyst Opinion

Today, in-app advertising is a thriving market and continues to grow as more businesses recognize the potential of reaching audiences through mobile apps. Advertisers are able to target specific audiences based on their behavior, preferences, and location, which makes in-app advertising a highly effective form of mobile advertising. In-app advertising can also include both programmatic and non-programmatic advertising. In-app non-programmatic advertising, such as direct sales, is when a business directly negotiates the terms of an advertising deal with a specific publisher or app. Meanwhile, programmatic advertising is a way of buying or bidding on ads, which is done automatically by an algorithm. It is also becoming more popular in in-app advertising because it makes buying and targeting ads easier and more efficient.

As more companies become aware of the possibility of reaching audiences through mobile applications, the market for in-app advertising is now booming and is expected to continue expanding. Given that in-app advertising allows advertisers to target particular audiences based on their activity, preferences, and location, it is one of the most successful types of mobile advertising. According to analysts, in-app advertising will continue expanding as more companies shift their advertising budgets to mobile. As a result of advancements in infrastructure, the in-app advertising market is expected to grow, making it more cost-effective and accessible, with consumers increasingly relying on mobile devices.

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 Statista Global Consumer 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.