In-App Advertising - Australia & Oceania

Australia & Oceania

Highlights

Ad spending in the In-App Advertising market in Australia & Oceania is forecasted to reach US$6.53bn in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 6.84%, leading to a projected market volume of US$9.71bn by 2030.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be US$189.40 in 2024.
When compared globally, China is anticipated to generate the highest ad spending, reaching US$132.80bn in 2024.
Australia's In-App Advertising market is witnessing a surge in demand, driven by the country's high smartphone penetration and tech-savvy population.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Australia & Oceania is witnessing significant growth and development due to various factors.

Customer preferences: In recent years, there has been a surge in smartphone usage in Australia & Oceania, with a large portion of the population relying on mobile devices for various activities. This shift in consumer behavior has created a lucrative market for in-app advertising. Users are spending more time on mobile apps, providing advertisers with an opportunity to reach a wider audience through targeted and personalized ads. Additionally, consumers in this region are increasingly becoming tech-savvy and are open to engaging with brands through mobile apps.

Trends in the market: One of the key trends in the In-App Advertising market in Australia & Oceania is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the process of buying and selling ad inventory, enabling them to reach their target audience more efficiently. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to deliver highly relevant and personalized ads to users. Programmatic advertising is particularly popular in Australia & Oceania due to its ability to optimize ad spend and improve campaign performance. Another trend in the market is the growing adoption of video advertising in mobile apps. Video ads have proven to be highly effective in capturing users' attention and driving engagement. As a result, advertisers are increasingly incorporating video ads within mobile apps to deliver immersive and interactive experiences. This trend is fueled by the increasing availability of high-speed mobile internet and the growing popularity of video streaming platforms.

Local special circumstances: Australia & Oceania is a diverse region with multiple countries and cultures. Each country has its own unique market dynamics and consumer preferences. For example, Australia has a highly developed mobile app market, with a large number of apps available across various categories. This presents advertisers with a wide range of opportunities to reach their target audience. On the other hand, smaller countries in Oceania may have a more limited app market, which requires advertisers to adopt different strategies to effectively reach their audience.

Underlying macroeconomic factors: The strong economic growth in Australia & Oceania has contributed to the development of the In-App Advertising market. As the region continues to experience economic growth, consumers have more disposable income to spend on mobile devices and apps, leading to increased app usage and ad engagement. Additionally, the region's favorable regulatory environment and technological advancements have created a conducive environment for the growth of the In-App Advertising market. In conclusion, the In-App Advertising market in Australia & Oceania is experiencing significant growth and development driven by customer preferences, such as increased smartphone usage and openness to engaging with brands through mobile apps. Key trends in the market include the rise of programmatic advertising and the growing adoption of video advertising. Local special circumstances, such as the diverse app market across different countries, also influence the market dynamics. Additionally, the region's strong macroeconomic factors, including economic growth and favorable regulatory environment, contribute to the market's development.

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 Global Survey), 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.