In-app Advertising Market Size, Share & Trends Report

In-app Advertising Market Size, Share & Trends Analysis Report By Type, By Platform, By Application (Entertainment, Gaming, Social, Online Shopping, Payment & Ticketing, News, Others), By Region, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-3-68038-408-6
  • Number of Pages: 171
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Technology

Research Methodology

A three-pronged approach was followed for deducing the in-app advertising market estimates and forecasts. The process has three steps: information procurement, analysis, and validation. The whole process is cyclical, and steps repeat until the estimates are validated. The three steps are explained in detail below:

Information procurement: Information procurement is one of the most extensive and important stages in our research process, and quality data is critical for accurate analysis. We followed a multi-channel data collection process for in-app advertising market to gather the most reliable and current information possible.

  • We buy access to paid databases such as Hoover’s and Factiva for company financials, industry information, white papers, industry journals, SME journals, and more.
  • We tap into Grand View’s proprietary database of data points and insights from active and archived monitoring and reporting.
  • We conduct primary research with industry experts through questionnaires and one-on-one phone interviews.
  • We pull from reliable secondary sources such as white papers and government statistics, published by organizations like WHO, NGOs, World Bank, etc., Key Opinion Leaders (KoL) publications, company filings, investor documents, and more.
  • We purchase and review investor analyst reports, broker reports, academic commentary, government quotes, and wealth management publications for insightful third-party perspectives.

Analysis: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilized different methods of in-app advertising market data depending on the type of information we’re trying to uncover in our research.

  • Market Research Efforts: Bottom-up Approach for estimating and forecasting demand size and opportunity, top-down Approach for new product forecasting and penetration, and combined approach of both Bottom-up and Top-down for full coverage analysis.

  • Value-Chain-Based Sizing & Forecasting: Supply-side estimates for understanding potential revenue through competitive benchmarking, forecasting, and penetration modeling.

  • Demand-side estimates for identifying parent and ancillary markets, segment modeling, and heuristic forecasting.

  • Qualitative Functional Deployment (QFD) Modelling for market share assessment.

Market formulation and validation: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilize different methods of data analysis depending on the type of information we’re trying to uncover in our research.

  • Market Formulation: This step involves the finalization of market numbers. This step on an internal level is designed to manage outputs from the Data Analysis step.

  • Data Normalization: The final market estimates and forecasts are then aligned and sent to industry experts, in-panel quality control managers for validation.

  • This step also entails the finalization of the report scope and data representation pattern.

  • Validation: The process entails multiple levels of validation. All these steps run in parallel, and the study is forwarded for publishing only if all three levels render validated results.

In-app Advertising Market Categorization:

The in-app advertising market was categorized into four segments, namely type (Banner Ads, Interstitial Ads, Rich Media Ads, Video Ads, Native Ads), platform (Android,i OS), application (Entertainment, Gaming, Social, Online Shopping, Payment & Ticketing, News), and regions (North America, Europe, Asia Pacific, Latin America, Middle East & Africa).

Segment Market Methodology:

The in-app advertising market was segmented into type, platform, application, and regions. The demand at a segment level was deduced using a funnel method. Concepts like the TAM, SAM, SOM, etc., were put into practice to understand the demand. We at GVR deploy three methods to deduce market estimates and determine forecasts. These methods are explained below:

Market research approaches: Bottom-up

  • Demand estimation of each product across countries/regions summed up to from the total market.

  • Variable analysis for demand forecast.

  • Demand estimation via analyzing paid database, and company financials either via annual reports or paid database.

  • Primary interviews for data revalidation and insight collection.

Market research approaches: Top-down

  • Used extensively for new product forecasting or analyzing penetration levels.

  • Tool used invoice product flow and penetration models Use of regression multi-variant analysis for forecasting Involves extensive use of paid and public databases.

  • Primary interviews and vendor-based primary research for variable impact analysis.

Market research approaches: Combined

  • This is the most common method. We apply concepts from both the top-down and bottom-up approaches to arrive at a viable conclusion.

Regional Market Methodology:

The in-app advertising market was analyzed at a regional level. The globe was divided into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa, keeping in focus variables like consumption patterns, export-import regulations, consumer expectations, etc. These regions were further divided into twenty countries, namely, the U.S.; Canada; UK; Germany; France; Italy; Spain; Russia; Netherlands; China; India; Japan; South Korea; Australia; Argentina; Brazil; Mexico; Saudi Arabia; UAE; South Africa

All three above-mentioned market research methodologies were applied to arrive at regional-level conclusions. The regions were then summed up to form the global market.

In-app advertising market companies & financials:

The in-app advertising market was analyzed via companies operating in the sector. Analyzing these companies and cross-referencing them to the demand equation helped us validate our assumptions and conclusions. Key market players analyzed include:

  • BYYD LLC BYYD LLC is a comprehensive mobile Demand-Side Platform (DSP) solution provider that facilitates global connections between advertisers and clients. The platform incorporates Real Time Bidding (RTB) technology, enabling users to purchase mobile inventory on tablets and smartphones within apps, games, and the mobile web worldwide. The company’s operations span three key areas: advertising, app marketing, and mobile. As a vertically integrated mobile advertising platform, BYYD provides a suite of tools necessary for executing media campaigns, including media, creatives, audience, and analytics. Users can access over 90% of the total volume of mobile traffic and select games, mobile webpages, and apps for ad placements such as Rich Media and video. The platform supports three formats: Banners, Rich Media HTML Banners, and Video. It accommodates the “.mp4” video format and supports multiple video resolutions, including 320x480, 480x320, 1024x768, and 768x1024.

  • Chartboost Chartboost is a provider of an in-app programmatic advertising and monetization platform, offering solutions to industries such as advertising, apps, and gaming. The platform enhances customer engagement through statistics, videos, and playable content. Chartboost also provides an SDK for iOS and Android devices, enabling developers to generate revenue from their mobile apps and link advertisers to in-app inventory. The platform empowers video game developers to design tailored video ads to market new games. Chartboost offers a dedicated advertising platform for mobile game developers. It equips app publishers with the tools and technology necessary to edit, measure, and initiate campaigns in real-time. Chartboost has offices in San Francisco, Amsterdam, Barcelona, and Beijing. Its client list includes Tactile, Triwin Games, Wooga, ZYNGA INC., Playrix Holding Ltd., and DOUBLEUGAMES Co., Ltd., among others.

  • Facebook, Inc. Facebook, Inc. functions as a global social networking enterprise. The company is involved in the creation of social media applications that allow connections via personal computers, mobile devices, and other digital tools. It provides a platform for users to share ideas, opinions, videos, photos, and engage in various other activities online. The company’s portfolio includes products such as Instagram, Facebook, WhatsApp, Messenger, and Oculus. Facebook, Inc. prioritizes investments and expansion across its services, ensuring a strong hold on data security, privacy, and reliability. On the product side, the company is concentrating on ad sales for its new feature, Facebook’s Stories, and enhancing its payment and e-commerce systems. Furthermore, the company merges the technical infrastructure of Instagram, WhatsApp, and Facebook Messenger to enable seamless user communication across its social services. The company plans to expand its business beyond the developed markets of the U.S. and Europe.

  • Flurry Flurry, a company based in the United States, specializes in mobile analytics, advertising, and monetization. It provides analytics solutions and services that allow organizations to track user behavior across various mobile applications. Flurry’s platform enables marketers to study consumer interactions with mobile apps, package them for in-app advertising or as a service, and implement monetization strategies. The company serves over a million applications on two billion devices throughout the U.S. Flurry’s business spans multiple sectors, including IT, iOS, analytics, mobile, and software. It provides applications that support businesses’ analytical needs, helping them track mobile user preferences, trends, and habits across a wide range of mobile applications. Moreover, Flurry’s high-quality mobile app analytics solutions are compatible with various platforms, including Android, iOS, Windows Phone, hybrid apps, HTML5, mobile/web, JavaME, and Blackberry. As a venture-backed company, Flurry has offices in several cities worldwide, including New York, San Francisco, Chicago, London, and Mumbai.

  • Google LLC Google LLC, a subsidiary of Alphabet Inc., is an American technology company that offers a variety of internet-related products and services. These include a search engine, cloud computing, hardware, online advertising technologies, and software. Google’s product portfolio includes Google Chrome, Google Web Search, Google Calendar, Google Docs, Google Finance, Google Images, Google News, Google Books, Google Play, Google Earth, AdMob, Google Videos, Google Maps, Blogger, Google Reader, Gmail, Google Wallet, YouTube, and Google Groups. The company has seen rapid growth since its inception, leading to a series of acquisitions, product launches, and partnerships beyond its core search engine, Google Search. Google’s revenue is primarily generated from ad sales, which are divided into two categories: Brand Advertising and Performance Advertising. Brand Advertising allows businesses to run ad campaigns to increase brand awareness, while Performance Advertising involves creating relevant ads that users are likely to click on. As of July 2019, Google had approximately 69 locations in the U.S. and Canada, including its global headquarters in California. It also had 41 locations in Europe, 8 in Latin America, 28 in the Asia Pacific, and 8 in Africa & the Middle East. The company maintains a global presence with offices across North America, Latin America, Europe, Asia Pacific, and Africa & the Middle East.

  • InMobi InMobi is a company that specializes in providing mobile advertising services in Africa and Asia. They offer a variety of solutions including user acquisition, brand awareness, monetization, and remarketing for publishers. In addition, InMobi has a range of products for the marketing cloud, including a market research platform, a Customer Data Platform (CDP), and a customer experience platform. These tools help in discovering insights, managing data, gaining customer and market insights, and enhancing customer satisfaction. Furthermore, InMobi provides advertising services such as customer campaign management, design, strategy, execution, ad creation, campaign optimization, and direct services. They also have a unique approach to monetization, which involves using a branding advertisement to rank available ads based on the target users. InMobi’s services span across various industries including digital media, mobile, marketing, and advertising.

  • Smaato, Inc. Smaato, Inc. is a global company specializing in in-app advertising platforms. It provides mobile advertising services worldwide and offers servers that feature comprehensive mobile ads. These servers allow various apps to fully monetize by connecting them with global ad developers. Smaato, Inc. also provides a Software Development Kit (SDK) for maximum control and seamless portfolio integration. Furthermore, the company provides a mobile advertising platform that enables mobile publishers and developers to monetize their content. This platform includes features such as rich media advertising formats and advanced real-time optimization. It also reaches over a billion mobile users monthly. Smaato, Inc. operates its in-app advertising business across various industries, including mobile, publishing, and advertising. The company has a broad reach, with offices in Singapore, China, Germany, and the U.S., providing local expertise in major global markets. Smaato, Inc. is headquartered in California and has additional offices in San Francisco, New York, Berlin, Shanghai, Hamburg, and Singapore.

  • Tapjoy, Inc Tapjoy, Inc. is a company that specializes in mobile advertising and app monetization. It develops and promotes social platforms, mobile gaming apps, and virtual publishers for both personal computers and mobile devices. The company provides advertisers with the opportunity to reach their target mobile audience through offerwalls and rewarded video ads. In 2015, Tapjoy, Inc. expanded its capabilities by acquiring 5Rocks, a platform specializing in Lifetime Value (LTV) maximization, marketing, and analytics automation. This acquisition enhanced Tapjoy’s platform with new technological offerings and products, giving it a competitive edge in the industry. Furthermore, Tapjoy, Inc. collaborates with publishers to help them attract new users and monetize their mobile apps. As of now, its Software Development Kit (SDK) is integrated into 30,000 mobile apps and reached a milestone of one billion monthly active users in 2014. The company’s solutions are available across various platforms, including Android, apps, marketing automation, advertising, and iOS.

  • TUNE, Inc TUNE, Inc. is a company that provides a cloud-based SaaS platform, specializing in the design and development of software applications for ad supply partners and marketers. They offer solutions aimed at helping product marketers enhance organic downloads through the optimization and analysis of their superior application marketing channels. TUNE’s technology powers performance marketing relationships across the web and mobile platforms. In addition, they offer a fully customizable marketing platform designed to assist businesses in managing their digital marketing campaigns, affiliate relationships, advertising relationships, creative assets, payouts, and more. TUNE serves a variety of industries including affiliate marketing, mobile marketing, SaaS, and data visualization. Their partner marketing platform is recognized as the most compliant industry SaaS platform for the growth, development, and management of partner networks and programs.

  • Verizon Media (Verizon Communication, Inc.) Verizon Media, a division of Verizon Communication, Inc., is a media-tech company that concentrates on online and media businesses. It operates under various business segments of Verizon Communication, Inc. and houses media brands such as Yahoo, HuffPost, AOL, Engadget, and TechCrunch. The company has built a robust network with a strong reseller base and platforms such as Chunghwa Telecom, NTT Communications, Pacific Century CyberWorks (PCCW), Deutsche Telekom, TELUS, TeliaSonera, SoftLayer, and Microsoft. Verizon Media’s operations span across 900 million people worldwide, along with technology, media, and communication brands such as TechCrunch, Yahoo, Yahoo Mail, Yahoo Entertainment, Yahoo Life, BUILD, and MAKERS. Verizon Media provides solutions for advertisers, publishers, enterprises, and global partners, including Microsoft News, MSN, Outlook, and Xbox. Its subsidiaries include AOL, Flurry, Yahoo!, EdgeCast, BrightRoll, Weblogs, Inc., and Yahoo India Private Ltd. The company has a significant presence in North America, South America, Europe, and Asia Pacific.

Value chain-based sizing & forecasting

Supply Side Estimates

  • Company revenue estimation via referring to annual reports, investor presentations, and Hoover’s.

  • Segment revenue determination via variable analysis and penetration modeling.

  • Competitive benchmarking to identify market leaders and their collective revenue shares.

  • Forecasting via analyzing commercialization rates, pipelines, market initiatives, distribution networks, etc.

Demand side estimates

  • Identifying parent markets and ancillary markets

  • Segment penetration analysis to obtain pertinent

  • revenue/volume

  • Heuristic forecasting with the help of subject matter experts

  • Forecasting via variable analysis

In-app Advertising Market Report Objectives:

  • Understanding market dynamics (in terms of drivers, restraints, & opportunities) in the countries.

  • Understanding trends & variables in the individual countries & their impact on growth and using analytical tools to provide high-level insights into the market dynamics and the associated growth pattern.

  • Understanding market estimates and forecasts (with the base year as 2022, historic information from 2018 - 2021, and forecast from 2023 to 2030). Regional estimates & forecasts for each category are available and are summed up to form the global market estimates.

In-app Advertising Market Report Assumptions:

  • The report provides market value for the base year 2022 and a yearly forecast till 2030 in terms of revenue/volume or both. The market for each of the segment outlooks has been provided on region & country basis for the above-mentioned forecast period.

  • The key industry dynamics, major technological trends, and application markets are evaluated to understand their impact on the demand for the forecast period. The growth rates were estimated using correlation, regression, and time-series analysis.

  • We have used the bottom-up approach for market sizing, analyzing key regional markets, dynamics, & trends for various products and end-users. The total market has been estimated by integrating the country markets.

  • All market estimates and forecasts have been validated through primary interviews with the key industry participants.

  • Inflation has not been accounted for to estimate and forecast the market.

  • Numbers may not add up due to rounding off.

  • Europe consists of EU-8, Central & Eastern Europe, along with the Commonwealth of Independent States (CIS).

  • Asia Pacific includes South Asia, East Asia, Southeast Asia, and Oceania (Australia & New Zealand).

  • Latin America includes Central American countries and the South American continent

  • Middle East includes Western Asia (as assigned by the UN Statistics Division) and the African continent.

Primary Research

GVR strives to procure the latest and unique information for reports directly from industry experts, which gives it a competitive edge. Quality is of utmost importance to us, therefore every year we focus on increasing our experts’ panel. Primary interviews are one of the critical steps in identifying recent market trends and scenarios. This process enables us to justify and validate our market estimates and forecasts to our clients. With more than 8,000 reports in our database, we have connected with some key opinion leaders across various domains, including healthcare, technology, consumer goods, and the chemical sector. Our process starts with identifying the right platform for a particular type of report, i.e., emails, LinkedIn, seminars, or telephonic conversation, as every report is unique and requires a differentiated approach.

We send out questionnaires to different experts from various regions/ countries, which is dependent on the following factors:

  • Report/Market scope: If the market study is global, we send questionnaires to industry experts across various regions, including North America, Europe, Asia Pacific, Latin America, and MEA.

  • Market Penetration: If the market is driven by technological advancements, population density, disease prevalence, or other factors, we identify experts and send out questionnaires based on region or country dominance.

The time to start receiving responses from industry experts varies based on how niche or well-penetrated the market is. Our reports include a detailed chapter on the KoL opinion section, which helps our clients understand the perspective of experts already in the market space.

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