In-App Advertising - Malta

Malta

Highlights

In 2024, ad spending in the In-App Advertising market in Malta is forecasted to reach US$16.44m.
The market is expected to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 6.29%, leading to a projected market volume of US$23.71m by 2030.
The projected average ad spending per mobile internet user in the In-App Advertising market is US$32.56 in 2024.
In a global context, China is anticipated to generate the highest ad spending amounting to US$132.80bn in 2024.
Malta's in-app advertising market is experiencing a surge in programmatic ad buying, enhancing targeting capabilities and optimizing campaign performance.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Malta has been experiencing steady growth in recent years, driven by evolving customer preferences and the increasing popularity of mobile apps. With a growing number of smartphone users and a high level of mobile app penetration, the demand for in-app advertising has been on the rise.

Customer preferences: Customers in Malta have shown a strong preference for mobile apps, with a significant portion of their time spent on smartphones. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through in-app advertising. In-app ads offer a non-intrusive way to engage with users while they are actively using their favorite apps, resulting in higher levels of engagement and conversion rates compared to other forms of digital advertising.

Trends in the market: One of the key trends in the In-App Advertising market in Malta is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend has been driven by advancements in technology and the availability of data-driven targeting options, which enable advertisers to deliver personalized and relevant ads to their audience. Another trend in the market is the growing popularity of video ads within mobile apps. Video ads are highly engaging and can capture users' attention, making them an effective way for advertisers to convey their message. With the improvement in mobile internet speeds and the availability of high-quality video content, video ads have become a preferred choice for many advertisers in Malta.

Local special circumstances: Malta has a small population compared to other countries, which presents both opportunities and challenges for the In-App Advertising market. On one hand, advertisers can reach a highly concentrated audience, allowing for more targeted campaigns. On the other hand, the limited size of the market means that there is a finite number of app users, which may lead to saturation in certain industries or verticals.

Underlying macroeconomic factors: The strong growth in the In-App Advertising market in Malta can be attributed to several underlying macroeconomic factors. The country has experienced a steady increase in GDP per capita, which has led to higher disposable incomes and increased consumer spending. This has created a favorable environment for advertisers, as consumers are more willing to engage with brands and make purchases through mobile apps. Additionally, the government of Malta has been actively promoting the development of the digital economy, which has resulted in increased investments in technology infrastructure and the creation of a favorable regulatory environment for digital advertising. These factors have contributed to the growth of the In-App Advertising market in Malta and are expected to continue driving its expansion in the future. Overall, the In-App Advertising market in Malta is poised for further growth as customer preferences continue to evolve and the digital economy expands. The increasing adoption of programmatic advertising and the popularity of video ads are expected to drive the market forward, while local special circumstances and underlying macroeconomic factors provide a solid foundation for sustained growth.

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.