Key regions: United Kingdom, United States, India, Europe, China
The In-App Advertising market in ASEAN is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. In recent years, there has been a shift in customer preferences towards mobile devices, with a growing number of people using smartphones and tablets for various activities, including accessing apps. This has created a lucrative opportunity for advertisers to reach their target audience through in-app advertising.
Customer preferences: Customer preferences in the ASEAN region are increasingly leaning towards mobile devices, with a significant portion of the population using smartphones and tablets. This shift towards mobile devices has resulted in a higher demand for mobile apps, leading to increased in-app advertising opportunities. Users are spending more time on mobile apps, creating a captive audience for advertisers.
Trends in the market: One of the key trends in the In-App Advertising market in ASEAN is the rise of programmatic advertising. Programmatic advertising allows for automated buying and selling of ad inventory, enabling advertisers to target specific audiences and optimize their campaigns in real-time. This trend is driven by the increasing availability of data and advanced targeting capabilities, allowing advertisers to deliver more relevant and personalized ads to users. Another trend in the market is the integration of native advertising within mobile apps. Native ads seamlessly blend into the app's user interface, providing a non-disruptive and more engaging advertising experience. This trend is gaining popularity as it allows advertisers to deliver ads that are tailored to the app's content and context, resulting in higher user engagement and better ad performance.
Local special circumstances: The ASEAN region is characterized by its diverse population and cultural differences. Advertisers need to take into account these local special circumstances when developing their in-app advertising strategies. Localization of ads, including language and cultural relevance, is crucial to effectively engage with the target audience. Advertisers also need to consider the varying levels of internet connectivity and smartphone penetration across the ASEAN countries, adapting their campaigns accordingly.
Underlying macroeconomic factors: The growing In-App Advertising market in ASEAN is also influenced by underlying macroeconomic factors. The region's strong economic growth and increasing disposable income have contributed to the rise in smartphone adoption and app usage. As more people gain access to mobile devices, the potential reach of in-app advertising expands, attracting advertisers to invest in this market. In conclusion, the In-App Advertising market in ASEAN is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers need to adapt to the shift towards mobile devices, leverage programmatic advertising and native ads, consider local special circumstances, and capitalize on the region's economic growth to effectively engage with the ASEAN audience.
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), 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.
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