Mobile Advertising Global Market Report 2024

The mobile advertising market size has grown rapidly in recent years. It will grow from $240.42 billion in 2023 to $277.73 billion in 2024 at a compound annual growth rate (CAGR) of 15.5%. The growth observed in the historic period can be attributed to the widespread proliferation of smartphones, the expansion of the mobile app ecosystem, advancements in data analytics and targeting, the influential role of social media, and a notable shift in consumer behavior.

The mobile advertising market size is expected to see rapid growth in the next few years. It will grow to $489.84 billion in 2028 at a compound annual growth rate (CAGR) of 15.2%. The anticipated growth in the forecast period can be attributed to the integration of augmented reality (AR) and virtual reality (VR), advancements in artificial intelligence and machine learning, the increasing prominence of in-app advertising, the impact of privacy regulations and a focus on ad transparency, as well as the trend towards cross-platform integration. Significant trends expected in the forecast period include the emergence of 5G technology, continuous advancements in mobile technologies, the growing prevalence of in-app advertising, the dominance of video content, and the expansion of programmatic advertising.

The anticipated higher penetration of social media and e-commerce is poised to drive the growth of the mobile advertising market. Social media, denoting online platforms facilitating social interaction and content sharing, and e-commerce, involving the online buying and selling of goods and services, utilize mobile advertising to tap into the widespread use of smartphones. This enables the implementation of targeted and engaging promotional strategies seamlessly integrated with users' online interactions, enhancing brand visibility, customer engagement, and driving sales in the dynamic digital landscape. For example, in the third quarter of 2023, e-commerce sales, as reported by the United States Census Bureau, constituted 15.6% of total sales. Moreover, according to Meltwater, a Netherlands-based software company, the UK saw 35 million LinkedIn members and 28.75 million Instagram users in February 2023, with LinkedIn's potential ad reach in the UK increasing by 2.9% between 2022 and 2023. Hence, the higher penetration of social media and e-commerce is a significant driver for the growth of the mobile advertising market.

The ascent of digital advertising is also anticipated to propel the expansion of the mobile advertising market in the years to come. Digital advertising, involving the publication of advertisements on online channels such as social networking sites, websites, and search engines, enhances brand visibility through targeted techniques, tailored content, and interactive formats to engage a mobile audience effectively. The flexibility across various mobile platforms and the capability to monitor user activity contribute to optimizing ad campaigns and amplifying the overall impact of mobile advertising efforts. As of April 2022, WordStream Inc., a US-based internet marketing firm, reported that 72% of total marketing spending was directed toward digital marketing platforms, and 55% of marketing activities were conducted digitally. In 2021, the expenditure on digital advertising amounted to $436 billion, surpassing the $196 billion spent on offline advertising. Thus, the rise of digital advertising plays a pivotal role in driving the mobile advertising market.

The anticipated high costs of mobile advertising are poised to impede the growth of the mobile advertising market. The elevated expenses associated with mobile advertising may limit the ability of small firms to engage in extensive and ongoing mobile marketing activities, emphasizing the need for cost-effective strategies to enhance participation in the mobile advertising market. For example, in July 2023, Business of Apps, a UK-based B2B media and information platform for the app sector, reported fluctuations in the price of 1,000 Rewarded video ad views for US advertisers, ranging from $15.6 in December 2021 to $12.6 in March 2022. Consequently, the high costs of mobile advertising stand as a restraining factor for the mobile advertising market.

Major companies in the mobile advertising market are incorporating new technologies, including AI-powered marketing automation tools and features, to assist brands in achieving more specific goals for their ads. AI-powered marketing automation tools and features are designed to automate and optimize various marketing tasks and processes, utilizing artificial intelligence and machine learning algorithms to enhance efficiency and effectiveness. For example, in June 2023, Alphabet Inc., a US-based technology company, introduced two new AI-powered features for advertisers. The first feature, called Demand Gen, is a mobile advertising tool that employs AI to place advertiser's photo and video ads across various products such as Gmail, the YouTube feed, and Shorts. The second feature utilizes AI to identify the optimal ad placements and maximize views for a brand's video ads. These features eliminate the need for advertisers to determine ad placements and instead focus on finding the most effective placements.

In August 2021, Azerion Group N.V., a Netherlands-based software company, acquired Keymobile for an undisclosed amount. This acquisition aimed to bolster Azerion's European platform and expand its mobile advertising capabilities. Through this transaction, Keymobile's services will be integrated with Azerion's existing platform, advancing the company's goals of providing publishers in Europe with a more extensive in-game advertising resource. Keymobile is a Sweden-based mobile advertising company.

Major companies operating in the mobile advertising market report are Amazon.com Inc., Apple Inc., Alphabet Inc., Meta Platforms Inc., IBM Corporation, Cognizant Technology Solutions Corporation, Adobe Systems Inc., X Corp., Applovin Corporation, Ubisoft Inc., Pandora Media Inc., MobVista International Technologies Ltd., Amobee Inc., Millennial Media Inc., Mintegral International Ltd., Avazu Inc., Inmobi Pte. Ltd., Affle India Ltd., Verve Group, Epom Ltd., Creative Clicks, Flurry Inc., Leanplum, Smaato Inc., Chartboost Inc., TUNE Inc., PageFair Ltd.

North America was the largest region in the mobile advertising market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the mobile advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the mobile advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Mobile advertising involves the presentation of advertisements on mobile devices, including smartphones and tablets. Mobile ad platforms are equipped with advanced tracking and analytics capabilities, enabling real-time adjustments and optimization of campaigns based on performance data.

The primary formats of mobile advertising include search, display, digital video, and other variations. In the context of mobile advertising, search pertains to the various methods of displaying ads on mobile devices tailored to users' search behavior and preferences. The diverse categories covered by mobile advertising include art and entertainment, hobbies and interests, and others, and it is compatible with various mobile devices such as smartphones, laptops, notebooks, and others. This advertising method is utilized by various industries, including retail and e-commerce, media and entertainment, healthcare, banking, financial services and insurance (BFSI), education, travel and tourism, among others.

The mobile advertising market research report is one of a series of new reports that provides mobile advertising market statistics, including mobile advertising industry global market size, regional shares, competitors with a mobile advertising market share, detailed mobile advertising market segments, market trends and opportunities, and any further data you may need to thrive in the mobile advertising industry. This mobile advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The mobile advertising market includes revenues earned by entities by providing services such as social media marketing, monitoring and analyzing the performance of mobile ad campaigns, and managing mobile display ad campaigns. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


This product will be delivered within 3-5 business days.