In-App Advertising - Colombia

Colombia

Highlights

In Colombia, ad spending in the In-App Advertising market is forecasted to reach US$412.30m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) for ad spending is 8.48%, leading to an estimated market volume of US$671.70m by 2030.
The average ad spending per mobile internet user in the In-App Advertising market is projected to be US$10.29 in 2024.
When compared globally, China is expected to generate the highest ad spending, reaching US$132.80bn in 2024.
Colombia's in-app advertising market is experiencing rapid growth, driven by increased smartphone penetration and a growing digital economy.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Colombia is experiencing significant growth and development, driven by customer preferences for mobile applications and the increasing use of smartphones in the country.

Customer preferences: Colombian consumers have shown a strong preference for mobile applications, with a high adoption rate of smartphones in the country. This has led to an increased demand for in-app advertising, as advertisers seek to reach their target audience through this popular medium. With the growing popularity of mobile gaming and social media apps, users are spending more time on their smartphones, creating ample opportunities for in-app advertising.

Trends in the market: One of the key trends in the In-App Advertising market in Colombia is the shift towards programmatic advertising. Programmatic advertising allows for more efficient and targeted ad placements, as it uses algorithms to automate the buying and selling of ad inventory. This trend is driven by the need for advertisers to reach the right audience at the right time, while also maximizing their return on investment. Programmatic advertising also offers real-time data and analytics, allowing advertisers to optimize their campaigns and make data-driven decisions. Another trend in the market is the rise of native advertising. Native ads are designed to match the look and feel of the app in which they are placed, providing a seamless user experience. This type of advertising is less intrusive and more engaging, leading to higher click-through rates and conversions. Advertisers in Colombia are increasingly adopting native advertising as a way to reach their target audience in a non-disruptive manner.

Local special circumstances: Colombia has a young and tech-savvy population, which contributes to the growth of the In-App Advertising market. The country has a high smartphone penetration rate, with a significant portion of the population accessing the internet through their mobile devices. This presents a lucrative opportunity for advertisers to reach a large and engaged audience through in-app advertising.

Underlying macroeconomic factors: Colombia's growing economy and increasing disposable income have also contributed to the development of the In-App Advertising market. As the country experiences economic growth, consumers have more purchasing power, leading to increased spending on mobile apps and in-app purchases. This creates a favorable environment for advertisers to invest in in-app advertising, as they can expect a higher return on their investment. In conclusion, the In-App Advertising market in Colombia is thriving due to customer preferences for mobile applications, the rise of programmatic and native advertising, the young and tech-savvy population, and the country's growing economy. These factors are driving the growth and development of the market, providing ample opportunities for advertisers to reach their target audience through in-app advertising.

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.