Key regions: China, Europe, United States, Asia, Germany
The In-App Advertising market in MENA is experiencing significant growth and development.
Customer preferences: In the MENA region, customers are increasingly turning to mobile devices for various activities, including shopping, socializing, and entertainment. This shift in consumer behavior has led to a growing demand for in-app advertising as companies seek to reach their target audience where they spend most of their time.
Trends in the market: In countries like Saudi Arabia and the UAE, there is a rising trend of app usage across different age groups. As a result, companies are investing more in in-app advertising to engage with users effectively. Additionally, the popularity of mobile gaming in Egypt and Jordan is driving advertisers to explore in-app advertising opportunities within gaming apps to reach a highly engaged audience.
Local special circumstances: The diverse cultural landscape of the MENA region poses unique challenges and opportunities for in-app advertising. Advertisers need to consider cultural sensitivities and language preferences when creating ad campaigns to ensure they resonate with the local audience. Moreover, the rapid digital transformation in countries like Qatar and Kuwait is creating a tech-savvy population that is receptive to innovative advertising formats within mobile apps.
Underlying macroeconomic factors: The growing young population in the MENA region, coupled with increasing smartphone penetration rates, is fueling the growth of the in-app advertising market. As disposable incomes rise in countries such as Oman and Bahrain, more consumers have access to smartphones and are actively engaging with mobile apps, presenting a lucrative opportunity for advertisers to connect with their target customers. Additionally, the rise of e-commerce platforms in the region is driving competition among brands to leverage in-app advertising to drive sales and increase brand visibility.
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), 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.
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