In-App Advertising - Worldwide

  • Worldwide
  • Ad spending in the In-App Advertising market worldwide is forecasted to reach US$352.70bn in 2024.
  • The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 8.65%, leading to a projected market volume of US$534.10bn by 2029.
  • The average ad spending per mobile internet user in the In-App Advertising market is estimated to be US$53.96 in 2024.
  • When compared globally, China is anticipated to generate the highest ad spending, reaching US$132.60bn in 2024.
  • In the ever-evolving landscape of in-app advertising worldwide, the United States continues to lead in innovation and investment, shaping industry trends.

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

Region comparison

Analyst Opinion

The In-App Advertising market in Worldwide is experiencing significant growth and development due to changing customer preferences and the increasing popularity of mobile applications.

Customer preferences:
Customers are increasingly relying on mobile applications for various purposes, such as entertainment, shopping, and communication. As a result, they are spending more time on mobile devices, creating a lucrative opportunity for advertisers to reach their target audience through in-app advertising. In-app advertising offers a non-intrusive and targeted approach to engage with users, as ads can be tailored based on user behavior and preferences. This personalized approach enhances the user experience and increases the effectiveness of advertising campaigns.

Trends in the market:
One of the key trends in the In-App Advertising market is the shift towards programmatic advertising. Programmatic advertising automates the buying and selling of ad inventory, enabling advertisers to reach their target audience in real-time and optimize their campaigns based on performance data. This trend is driven by the increasing availability of data and the advancements in ad technology. Programmatic advertising allows advertisers to reach users at the right time and in the right context, maximizing the impact of their ads. Another trend in the market is the rise of rewarded ads. Rewarded ads are a form of in-app advertising where users are offered incentives, such as in-app currency or additional content, in exchange for interacting with an ad. This approach not only increases user engagement but also provides a positive user experience. Advertisers benefit from higher ad engagement rates and increased brand loyalty, while app developers generate additional revenue through these rewarded ads.

Local special circumstances:
In different countries and regions, there are specific local circumstances that impact the In-App Advertising market. For example, in emerging markets, the rapid adoption of smartphones and mobile internet access is driving the growth of the In-App Advertising market. These markets present a significant opportunity for advertisers to reach a large and growing user base. However, challenges such as lower purchasing power and limited internet infrastructure need to be considered when developing advertising strategies. In more mature markets, the In-App Advertising market is highly competitive, with a large number of apps vying for user attention. Advertisers need to focus on creating compelling and relevant ads to stand out from the competition. Additionally, privacy regulations and user consent requirements may vary across countries, necessitating a localized approach to comply with local laws and regulations.

Underlying macroeconomic factors:
The growth of the In-App Advertising market is also influenced by underlying macroeconomic factors. Factors such as GDP growth, disposable income, and consumer spending patterns impact the overall advertising industry, including in-app advertising. A strong economy and increasing disposable income can lead to higher advertising budgets and increased investment in in-app advertising. On the other hand, an economic downturn may result in reduced advertising spending, affecting the growth of the market. Furthermore, the availability and affordability of mobile devices and internet access play a crucial role in the development of the In-App Advertising market. As the cost of smartphones decreases and internet connectivity improves, more users are able to access mobile applications, expanding the potential audience for in-app advertising. In conclusion, the In-App Advertising market in Worldwide is experiencing growth and development driven by changing customer preferences and the increasing popularity of mobile applications. The shift towards programmatic advertising and the rise of rewarded ads are key trends in the market. Local special circumstances, such as emerging markets and mature markets, require tailored advertising strategies. Underlying macroeconomic factors, including GDP growth and the availability of mobile devices, also influence the market.


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.


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.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Downloads
  • Global Comparison
  • Methodology
  • Key Market Indicators
Please wait