In-App Advertising - NAFTA

NAFTA

Highlights

Ad spending in the In-App Advertising market in NAFTA is projected to reach US$139.50bn in 2024.
The ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 9.31%, leading to a projected market volume of US$238.00bn by 2030.
The average ad spending per mobile internet user in the In-App Advertising market is projected to be US$289.80 in 2024.
When compared globally, China is set to generate the highest ad spending, amounting to US$132.80bn in 2024.
In the NAFTA region, the In-App Advertising market is witnessing a surge in programmatic ad buying, enhancing targeted advertising capabilities for brands.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in NAFTA has been experiencing steady growth in recent years, driven by customer preferences for mobile apps and the increasing adoption of smartphones and tablets. In addition, the local special circumstances and underlying macroeconomic factors have also contributed to the development of this market.

Customer preferences: Customers in the NAFTA region have shown a strong preference for mobile apps, which has fueled the demand for in-app advertising. Mobile apps have become an integral part of people's daily lives, offering convenience and a wide range of services. As a result, users are spending more time on mobile apps, providing advertisers with a valuable opportunity to reach their target audience. Furthermore, customers in NAFTA have shown a preference for personalized and relevant ads, which can be delivered through in-app advertising. This has led to the development of more sophisticated targeting and data analytics capabilities in the market.

Trends in the market: One of the key trends in the In-App Advertising market in NAFTA is the increasing adoption of smartphones and tablets. The region has a high smartphone penetration rate, with a large number of users accessing the internet through their mobile devices. This has created a significant opportunity for advertisers to reach a wide audience through in-app advertising. In addition, the market is witnessing a shift towards programmatic advertising, which allows for more efficient and targeted ad placements. Programmatic advertising automates the ad buying process, enabling advertisers to reach their desired audience at the right time and place.

Local special circumstances: The In-App Advertising market in NAFTA is also influenced by local special circumstances. For example, the region has a highly developed digital infrastructure, which supports the growth of in-app advertising. The availability of high-speed internet and widespread access to mobile devices has created a favorable environment for advertisers. Furthermore, the region has a large and diverse population, providing advertisers with a wide range of target audiences. This diversity allows for the customization of ad campaigns to suit the preferences and interests of different consumer segments.

Underlying macroeconomic factors: The development of the In-App Advertising market in NAFTA is also influenced by underlying macroeconomic factors. The region has a strong and stable economy, which has contributed to the growth of the digital advertising industry. Advertisers are willing to invest in in-app advertising to reach the affluent and tech-savvy population in NAFTA. In addition, the region has a highly competitive business environment, which has led to the development of innovative advertising solutions. Advertisers in NAFTA are constantly looking for new ways to engage with their target audience and differentiate themselves from competitors, driving the growth of the in-app advertising market. In conclusion, the In-App Advertising market in NAFTA is experiencing steady growth due to customer preferences for mobile apps, the increasing adoption of smartphones and tablets, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are leveraging these trends and factors to reach their target audience more effectively and drive business 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.