Market Insights Advertising & Media Advertising

In-App Advertising - Serbia

Serbia

Ad spending in the In-App Advertising market in Serbia is projected to reach US$49.61m in 2024.
The ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 7.17%, leading to a projected market volume of US$70.15m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market in Serbia is projected to be US$8.90 in 2024.
When compared globally, China is anticipated to generate the highest ad spending in 2024, amounting to US$132.60bn.
Serbia's in-app advertising market is rapidly expanding, driven by the country's growing smartphone penetration and digital advertising investments.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in Serbia is experiencing significant growth and development.

Customer preferences: Serbian consumers are increasingly using mobile applications for various purposes, such as communication, entertainment, and shopping. As a result, there is a growing demand for in-app advertising, as it allows advertisers to reach their target audience directly through these popular apps. Additionally, Serbian consumers are becoming more receptive to in-app advertising, as they recognize the value of personalized and relevant ads that enhance their app experience.

Trends in the market: One of the key trends in the Serbian In-App Advertising market is the rise of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad inventory, allowing for more efficient and targeted campaigns. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to reach specific segments of the Serbian population with relevant ads. Furthermore, the adoption of programmatic advertising in Serbia is also fueled by the growing number of mobile app developers and publishers who are looking for effective ways to monetize their apps. Another trend in the market is the increasing use of native advertising in mobile apps. Native ads seamlessly blend in with the app's content, providing a non-disruptive and engaging user experience. Serbian advertisers are recognizing the effectiveness of native ads in capturing users' attention and driving higher engagement rates. This trend is driven by the desire to create more personalized and contextualized advertising experiences that resonate with Serbian consumers.

Local special circumstances: One of the unique characteristics of the Serbian In-App Advertising market is the relatively low competition compared to other European countries. This provides an opportunity for advertisers to reach a captive audience with less noise and clutter. Additionally, the Serbian market is characterized by a high smartphone penetration rate, which further enhances the potential reach of in-app advertising campaigns.

Underlying macroeconomic factors: The growth of the In-App Advertising market in Serbia is also influenced by several macroeconomic factors. The Serbian economy has been steadily recovering in recent years, leading to increased consumer spending power. This has resulted in a higher demand for mobile apps and services, creating a favorable environment for in-app advertising. Furthermore, the Serbian government has been actively promoting digital transformation and innovation, which has contributed to the growth of the mobile app ecosystem and the In-App Advertising market. In conclusion, the In-App Advertising market in Serbia is experiencing significant growth and development. Customer preferences for personalized and relevant ads, coupled with the rise of programmatic advertising and native ads, are driving the market forward. The relatively low competition and high smartphone penetration rate in Serbia provide favorable conditions for advertisers. Additionally, the recovering economy and government support for digital transformation further contribute to the growth of the In-App Advertising market in Serbia.

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 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.