Key regions: France, United Kingdom, United States, South Korea, Europe
The In-game Advertising market in ASEAN is experiencing significant growth and development, driven by customer preferences and trends in the market.
Customer preferences: Customers in the ASEAN region are increasingly turning to online gaming as a form of entertainment, leading to a rise in the demand for In-game Advertising. With the increasing popularity of mobile gaming, players are spending more time immersed in virtual worlds, creating opportunities for advertisers to reach a captive audience. Additionally, customers in the region are becoming more receptive to advertising within games, as long as it is relevant, non-intrusive, and enhances their gaming experience.
Trends in the market: One of the key trends in the In-game Advertising market in ASEAN is the integration of native ads. Advertisers are increasingly incorporating ads seamlessly into the gaming environment, making them feel like a natural part of the game. This approach ensures that ads are less disruptive and more engaging for players, leading to higher levels of ad recall and effectiveness. Another trend is the use of programmatic advertising, which allows for real-time bidding and targeting of ads based on player demographics, behavior, and preferences. This helps advertisers to deliver more personalized and relevant ads to the right audience at the right time.
Local special circumstances: The diverse cultural landscape of the ASEAN region presents both opportunities and challenges for In-game Advertising. Advertisers need to be mindful of cultural sensitivities and preferences when designing ad campaigns. Localization of ads is crucial to ensure that they resonate with the target audience and do not appear out of place or offensive. Additionally, the varying levels of internet connectivity and access to smartphones across the region can also impact the reach and effectiveness of In-game Advertising. Advertisers need to consider these factors and tailor their strategies accordingly.
Underlying macroeconomic factors: The rapid growth of the digital economy in ASEAN is driving the expansion of the In-game Advertising market. With an increasing number of people gaining access to smartphones and the internet, the potential reach of In-game Advertising is expanding. Moreover, the rising disposable incomes in the region are fueling consumer spending on gaming and entertainment, creating a lucrative market for advertisers. The young and tech-savvy population in ASEAN is also a key driver of the In-game Advertising market, as they are more likely to engage with digital content and be receptive to advertising within games. In conclusion, the In-game Advertising market in ASEAN is thriving due to customer preferences for online gaming, trends such as native ads and programmatic advertising, local special circumstances that require cultural sensitivity and localization, and underlying macroeconomic factors such as the growth of the digital economy and increasing disposable incomes. Advertisers in the region have the opportunity to tap into this growing market and reach a highly engaged and receptive audience.
Data coverage:
The data encompasses B2C revenues. 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 / Market size:
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., 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 market is updated twice per year in case market dynamics change. Consumer Insights data is unbiased for representativeness.
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