In-App Advertising - Central Asia

  • Central Asia
  • In 2025, the In-App Advertising market in Central Asia is forecasted to reach US$293.60m in ad spending.
  • The market is anticipated to experience a Compound Annual Growth Rate (CAGR 2025-2029) of 6.83%, leading to a projected market size of US$382.40m by 2029.
  • The estimated average ad spending per mobile internet user within the In-App Advertising market sector is expected to be US$4.46 in 2025.
  • When compared globally, United States is set to dominate in ad spending with US$147.50bn in 2025.
  • In Central Asia, the In-App Advertising market is rapidly growing, driven by increased smartphone penetration and digital transformation in the region.

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

 
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Analyst Opinion

In-App Advertising is a rapidly growing industry in Central Asia, driven by changing consumer preferences and the increasing adoption of smartphones and mobile applications.

Customer preferences:
Central Asian consumers are increasingly relying on mobile applications for various purposes, such as social networking, entertainment, shopping, and banking. This shift in consumer behavior has created a lucrative market for in-app advertising. Users are becoming more accepting of targeted ads within their favorite apps, as they provide relevant and personalized content. Additionally, the convenience and accessibility of mobile apps have made them a preferred platform for accessing information and services, further driving the demand for in-app advertising.

Trends in the market:
One of the key trends in the Central Asian in-app advertising market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and targeted. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to reach their desired audience with precision. Programmatic advertising also offers real-time bidding, allowing advertisers to optimize their campaigns based on performance and cost-effectiveness. Another trend in the Central Asian in-app advertising market is the growing popularity of native ads. Native ads are designed to blend seamlessly with the app's content, providing a non-disruptive and engaging user experience. This format is particularly effective in capturing users' attention and driving higher engagement rates. As a result, more advertisers are adopting native ads in their in-app advertising strategies to improve the effectiveness of their campaigns.

Local special circumstances:
Central Asia is a region with diverse languages and cultures. This presents a unique challenge for advertisers in terms of creating localized and culturally relevant ad content. Advertisers need to consider the linguistic and cultural nuances of each country in Central Asia to effectively engage with the local audience. Localization of ad content, such as language translations and cultural adaptations, is crucial to resonate with Central Asian users and maximize the impact of in-app advertising campaigns.

Underlying macroeconomic factors:
The Central Asian region has experienced significant economic growth in recent years, leading to an increase in disposable income and purchasing power. This economic development has contributed to the growing adoption of smartphones and mobile applications, creating a fertile ground for the in-app advertising market. Furthermore, the young and tech-savvy population in Central Asia is driving the demand for innovative mobile solutions, including in-app advertising. As the region continues to develop and modernize, the in-app advertising market is expected to further expand in Central Asia.

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 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.

Overview

  • Ad Spending
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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