モバイル広告市場レポート：セグメント別、地域別、2024-2032

世界のモバイル広告市場規模は、2023年に2,088億米ドルに達しました。今後、IMARC Groupは、2024年から2032年にかけての成長率（CAGR）は10.7％を示し、2032年には5,336億米ドルに達すると予測しています。モバイルデバイスの普及、モバイルテクノロジーと広告ツールの技術的進歩、ソーシャルメディアとの統合の高まり、消費者の嗜好と行動の進化、さまざまな規制の変更とプライバシーに関する懸念の実施などが、市場の急成長を後押ししています。

モバイル広告市場の分析：

市場の成長と規模：モバイルデバイスの普及とインターネット利用の増加、消費者習慣の進化、急速な技術進歩に牽引され、市場は安定した成長を遂げています。

主な市場促進要因：市場成長に影響を与える主な促進要因としては、スマートフォンの普及、モバイル技術の進歩、ソーシャルメディアプラットフォームへの広告の統合、消費者の嗜好や行動の変化などが挙げられます。

主要市場動向：主な市場動向としては、ターゲティング広告への人工知能（AI）や機械学習（ML）の採用が増加していることが挙げられます。また、規制の変更や消費者のプライバシーに関する懸念に対応するため、プライバシーに準拠した広告戦略が重視されるようになっており、市場の成長を後押ししています。

地理的動向：アジア太平洋地域は、大規模で多様なユーザー基盤と急速なデジタル接続の拡大により、市場をリードしています。その他の地域も、高い技術導入率と革新的な広告戦略に後押しされ、著しい成長を示しています。

競合情勢：同市場は、広告ターゲティングやフォーマットの継続的な革新に取り組む主要プレーヤーが積極的に関与していることが特徴です。さらに、各社は戦略的提携、買収、新市場への進出に注力しています。

課題と機会：市場は、多様な規制環境の克服、急速に進化する消費者の嗜好への対応、プライバシーへの懸念への対応など、さまざまな課題に直面しています。しかし、よりパーソナライズされた魅力的な広告体験を創出するための新技術の利用が増加しており、市場成長の新たな機会を生み出しています。

モバイル広告市場の動向：

モバイル機器の普及拡大

モバイルデバイスの普及と利用は、市場成長にとって明るい展望を生み出しています。さらに、インターネットの速度と信頼性を向上させる第5世代（5G）の展開など、モバイルネットワークの継続的な強化が市場成長に好影響を与えています。これに伴い、ソーシャルメディア、ニュース、エンターテインメントなどのコンテンツを消費する主要媒体としてモバイル機器の利用が増加していることも、市場の成長を後押ししています。これとともに、モバイル機器の価格が手頃になり、モバイル広告の対象が幅広い層に広がっていることも、市場の成長を促しています。これに加えて、ユーザー体験を向上させる画面解像度の向上と処理能力の高速化が進み、マルチメディア・コンテンツを消費する上でモバイル・プラットフォームがより魅力的になっていることも、市場の成長を後押ししています。

モバイル技術と広告ツールの急速な進歩

よりインタラクティブで魅力的な広告フォーマットを可能にする拡張現実（AR）、仮想現実（VR）、人工知能（AI）などの急速な技術進歩やイノベーションが、市場の成長を大きく後押ししています。さらに、ユーザーの行動、嗜好、エンゲージメントを追跡する能力を高める高度なデータ分析ツールの市場開拓が、市場の成長を支えています。これに加えて、押し付けがましくない広告フォーマットやロード時間の改善など、ユーザー体験を優先するモバイル広告ツールの導入が増加していることも、成長を促す要因となっています。さらに、広告在庫の売買をリアルタイムで自動化し、最適なタイミングで適切なオーディエンスの前に広告を掲載するプログラマティック広告の活用が広がっていることも、市場の成長を後押ししています。

ソーシャルメディア・プラットフォームとの統合の普及

膨大なユーザーを抱えるソーシャルメディア・プラットフォームと広告の統合が広がっていることが、市場の成長を後押ししています。これに伴い、ユーザーの属性、興味、行動に基づいた高度なターゲティング機能を提供するソーシャルメディア・プラットフォームの利用が拡大しており、市場成長に弾みをつけています。また、ソーシャルメディア・プラットフォームの継続的な技術革新により、モバイル広告の効果と訴求力を高めるショッピング可能な投稿やストーリーなどの新しい広告フォーマットや機能が市場の成長を促進しています。これに加えて、従来のバナー広告、インタラクティブなストーリー、スポンサードコンテンツなど、視聴者とのエンゲージメントのための様々な広告フォーマットを提供するソーシャルメディアプラットフォームの採用が増加していることも、市場成長にプラスの影響を与えています。

消費者の嗜好と行動の変化

ショッピング、エンターテインメント、ニュース、ソーシャル・インタラクションなど、さまざまな活動でユーザーがモバイル機器を好むようになり、消費者の嗜好や行動が変化していることが、市場成長にプラスの見通しをもたらしています。さらに、消費者が自分の興味や嗜好に合わせた広告に関心を持ちやすくなっていることから、パーソナライズされた関連性の高いコンテンツに対する需要が高まっていることも、市場の成長を後押ししています。これに伴い、よりパーソナライズされたターゲットを絞った広告キャンペーンを行うために、広告主がAIやデータ分析を採用するケースが増えていることも、市場の成長を後押ししています。さらに、プライバシー優先の広告戦略が広く採用され、効果的なターゲティングとパーソナライゼーションを可能にしながらも、ユーザーのプライバシーを尊重する新技術の市場開拓が、市場の成長を強化しています。

規制の変更とプライバシーに関する懸念の高まり

消費者のプライバシーに関するさまざまな規制が実施され、広告主やハイテク企業はより透明で倫理的な広告手法を開発するよう求められていることが、市場成長の原動力となっています。さらに、サードパーティのクッキーが段階的に廃止され、プライバシーを重視した新しい広告技術や戦略の採用につながることが、市場の成長を後押ししています。さらに、企業が顧客の同意を得て顧客から直接収集したデータに依存するため、ファーストパーティデータ戦略へのシフトが進行しており、市場成長の原動力になると予想されます。これとともに、データプライバシーに対する社会的な認識や関心が高まっており、広告主が効果的なターゲティングとユーザープライバシーの尊重のバランスを見出すよう促していることも、市場成長を刺激しています。

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査目的
• 利害関係者
• データソース
  • 一次情報
  • 二次情報
• 市場推定
  • ボトムアップアプローチ
  • トップダウンアプローチ
• 調査手法

第3章 イントロダクション

• 概要
• エグゼクティブサマリー
• 主要業界動向

第4章 世界の広告市場

• 現在と過去の市場動向
• 各種セグメントの実績
• 各地域の実績
• 主要プレーヤーとその市場シェア
• 市場予測

第5章 世界のモバイル広告市場

• 市場概要
• 市場促進要因
• 現在と過去の市場動向
• COVID-19の影響
• 市場内訳：セグメント別
  • 検索
  • ディスプレイ
  • 動画
  • ソーシャルメディア
  • ウェブサイト
  • その他
• 各地域の実績
  • 北米
  • アジア太平洋
  • 欧州
  • 中東・アフリカ
  • ラテンアメリカ
• 市場内訳：産業別
• 市場予測
• モバイル広告の価格モデル
• モバイル広告のマージン
• ポーターのファイブフォース分析
  • 供給企業の交渉力
  • 買い手の交渉力
  • 代替品の脅威
  • 競争企業間の敵対関係
  • 新規参入業者の脅威
• 主要課題

第6章 世界のモバイル広告市場競合情勢

• 市場構造
• 主要企業のプロファイル

List of Figures

• Figure 1: Global: Mobile Advertising Market: Major Drivers and Challenges
• Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2023
• Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018 & 2023
• Figure 5: Global: Advertising Market: Regional Breakup (in %), 2023
• Figure 6: Global: Advertising Market: Share of Key Players (in %), 2023
• Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032
• Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
• Figure 10: Global: Mobile Advertising Market: Sales Value (in Billion US$), 2018-2023
• Figure 11: Global: Mobile Advertising Market: Breakup by Segment (in %), 2023
• Figure 12: Global: Mobile Search Advertising Market: Sales Value (in Billion US$), 2023 & 2032
• Figure 13: Global: Mobile Display Advertising Market: Sales Value (in Billion US$), 2023 & 2032
• Figure 14: Global: Mobile Video Advertising Market: Sales Value (in Billion US$), 2023 & 2032
• Figure 15: Global: Mobile Social Media Advertising Market: Sales Value (in Billion US$), 2023 & 2032
• Figure 16: Global: Mobile Websites Advertising Market: Sales Value (in Billion US$), 2023 & 2032
• Figure 17: Global: Other Mobile Advertising Market: Sales Value (in Billion US$), 2023 & 2032
• Figure 18: Global: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 19: Global: Mobile Advertising Market: Regional Breakup (in %), 2023
• Figure 20: North America: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 21: Asia Pacific: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 22: Europe: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 23: Middle East and Africa: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 24: Latin America: Mobile Advertising Market: Regional Breakup by Value (in Billion US$), 2023 & 2032
• Figure 25: Global: Mobile Advertising Market: Breakup by Industry (in %), 2023
• Figure 26: Global: Mobile Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 27: Global: Mobile Advertising Industry: Porter's Five Forces Analysis

List of Tables

• Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2018-2023
• Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2024-2032

The global mobile advertising market size reached US$ 208.8 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 533.6 Billion by 2032, exhibiting a growth rate (CAGR) of 10.7% during 2024-2032. The market is rapidly growing, driven by the widespread utilization of mobile device, technological advancements in mobile technology and advertising tools, rising social media integration, evolving consumer preference and behaviors, and the implementation of various regulatory changes and privacy concerns.

Mobile Advertising Market Analysis:

Market Growth and Size: The market is witnessing stable growth, driven by the increasing mobile device penetration and internet usage, evolving consumer habits, and rapid technological advancements.

Major Market Drivers: Key drivers influencing the market growth include the widespread utilization of smartphones, advancements in mobile technology, integration of advertising on social media platforms, and the changing consumer preferences and behavior.

Key Market Trends: The key market trends involve the increasing adoption of artificial intelligence (AI) and machine learning (ML) for targeted advertising. Additionally, the growing emphasis on privacy-compliant advertising strategies in response to regulatory changes and consumer privacy concerns is bolstering the market growth.

Geographical Trends: Asia Pacific leads the market due to its large, diverse user base and rapid digital connectivity growth. Other regions are also showing significant growth, fueled by high technology adoption and innovative advertising strategies.

Competitive Landscape: The market is characterized by the active involvement of key players who are engaged in continually innovating ad targeting and formats. Furthermore, companies are focusing on strategic partnerships, acquisitions, and expansion into new markets.

Challenges and Opportunities: The market faces various challenges, such as navigating diverse regulatory environments, adapting to fast-evolving consumer preferences, and addressing privacy concerns. However, the rising utilization of emerging technologies to create more personalized and engaging advertising experiences, is creating new opportunities for the market growth.

Mobile Advertising Market Trends:

Increasing penetration of mobile devices

The widespread availability and utilization of mobile devices are creating a positive outlook for the market growth. Moreover, the continuous enhancement of mobile networks, like the rollout of the fifth-generation (5G), which improves internet speed and reliability, is favoring the market growth. In line with this, the increasing utilization of mobile devices as a primary medium for consuming content, including social media, news, and entertainment, is enhancing the market growth. Along with this, the rising affordability of mobile devices, ensuring a broader demographic coverage for mobile advertising, is stimulating the market growth. Besides this, the development of enhanced screen resolutions and faster processing power that improve the user experience, making mobile platforms more attractive for consuming multimedia content, is favoring the market growth.

Rapid advancements in mobile technology and advertising tools

The rapid technological advancements and innovations, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) that enable more interactive and engaging ad formats are providing a considerable boost to the market growth. Furthermore, the development of sophisticated data analytics tools that enhance the ability to track user behavior, preferences, and engagement, is supporting the market growth. In addition to this, the rising incorporation of mobile advertising tools that prioritize user experience, such as non-intrusive ad formats and improved load times, is acting as a growth-inducing factor. Furthermore, the widespread utilization of programmatic advertising that automates the buying and selling of ad inventory in real-time to place ads in front of the right audience at the optimal time is catalyzing the market growth.

Widespread integration of social media platforms

The widespread integration of advertising with social media platforms due to their vast user bases is favoring the market growth. In line with this, the growing utilization of social media platforms, as they offer advanced targeting capabilities based on user demographics, interests, and behaviors, is providing an impetus to the market growth. Additionally, the continuous innovations in social media platforms with new ad formats and features, such as shoppable posts and stories, that enhance the effectiveness and appeal of mobile advertising are fostering the market growth. In addition to this, the rising adoption of social media platforms, as they provide various ad formats, such as traditional banner ads, interactive stories, and sponsored content, for engaging with audiences, is positively impacting the market growth.

Evolving consumer preferences and behaviors

The changing consumer preferences and behaviors as users prefer mobile devices for various activities, such as shopping, entertainment, news, and social interactions, are creating a positive outlook for the market growth. Moreover, the rising demand for personalized and relevant content, as consumers are more likely to engage with ads that are tailored to their interests and preferences, is fueling the market growth. In line with this, the growing adoption of AI and data analytics by advertisers to create more personalized and targeted advertising campaigns is supporting the market growth. Furthermore, the widespread adoption of privacy-first advertising strategies and the development of new technologies that respect user privacy while still allowing for effective targeting and personalization are strengthening the market growth.

Rising regulatory changes and privacy concerns

The implementation of various regulations regarding consumer privacy, prompting advertisers and tech companies to develop more transparent and ethical advertising practices is providing an impetus to the market growth. Additionally, the phasing out of third-party cookies, leading to the adoption of new, privacy-centric advertising technologies and strategies, is propelling the market growth. Furthermore, the ongoing shift towards first-party data strategies, as companies rely on data collected directly from their customers with their consent, is anticipated to drive the market growth. Along with this, the increasing public awareness and concern over data privacy, encouraging advertisers to find a balance between effective targeting and respecting user privacy, is stimulating the market growth.

Mobile Advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, and regional levels for 2024-2032. Our report has categorized the market based on segment.

Breakup by Segment:

Search

Display

Video

Social Media

Websites

Others

Search accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the segment. This includes search, display, video, social media, websites, and others. According to the report, search represented the largest segment.

Search holds the largest share of the market, as it involves displaying ads in search engine results when users search for specific keywords or phrases. The dominance of search is attributed to its efficiency and effectiveness in targeting potential customers at the moment of their interest or need. Moreover, the increasing optimization of search advertising for mobile, offering features like location-based targeting and voice search optimization, is positively impacting the market growth. Along with this, the growing utilization of mobile search and the rising sophistication of search algorithms that offer tailored responses specific to the user's command is providing a thrust to the market growth.

Display advertising includes banners, rich media, and interactive ads shown on websites and apps. It is characterized by its visual appeal and ability to create brand awareness. Display advertising is crucial for long-term brand-building and retargeting efforts. Moreover, rapid innovations like interactive ad formats, making it more engaging and effective on mobile devices, are favoring the market growth.

Video advertising is a rapidly growing segment driven by the increasing consumption of video content on mobile devices. It is effective due to its engaging and storytelling nature, which resonates well with mobile users. Video ads are used in various formats, including in-stream, out-stream, and rewarded video ads in mobile games.

Social media advertising leverages the vast user bases of social media platforms. The ads in this segment are highly targeted based on user profiles, interests, and behaviors. The interactive nature of social media allows for engaging ad formats and direct communication with consumers. Moreover, the ability of social media advertising to foster community engagement and brand loyalty, is supporting the market growth.

Websites involve placing ads on web pages accessed via mobile browsers. It includes traditional banner ads and newer, more interactive formats. Website advertising remains significant due to the vast amount of content consumed through mobile browsers. Moreover, the development of responsive design and mobile-optimized websites, ensuring a positive user experience and higher engagement rates, is facilitating the market growth.

Breakup by Region:

North America

Asia Pacific

Europe

Middle East and Africa

Latin America

Asia Pacific leads the market, accounting for the largest mobile advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Europe, the Middle East and Africa, and Latin America. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific is the largest segment in the mobile advertising market, propelled by the rapid adoption of smartphones and mobile internet across the region. Moreover, the increasing utilization of mobile advertising, due to the region's cultural and linguistic diversity that requires tailored advertising strategies to engage different audiences effectively, is favoring the market growth. Additionally, the presence of major tech companies and the rapid growth of local social media platforms that drive innovation and investment in mobile advertising is providing a thrust to the market growth.

Europe's mobile advertising market is characterized by high smartphone penetration and a mature digital infrastructure. Moreover, the region's strong regulatory environment, leading to innovative approaches in targeting and personalization within the legal framework, is favoring the market growth. Besides this, the diverse cultural landscape requiring advertisers to adopt multi-lingual and culturally sensitive strategies is boosting the market growth.

North America is a significant player in the mobile advertising market, driven by high smartphone usage, technological advancement, and the presence of global tech companies. Furthermore, the region is known for its innovative approaches to mobile advertising, including advanced targeting techniques and the use of AI and machine learning (ML).

Latin America is a rapidly growing market driven by increasing mobile penetration and internet access. Furthermore, the region shows great potential as social media usage is particularly high, providing fertile ground for mobile social media advertising. Along with this, the rising popularity of social media among the young generation is favoring the market growth.

The Middle East and Africa are experiencing fast growth in the mobile advertising market, spurred by a young population, increasing mobile penetration, and improving digital infrastructure. Additionally, the region's vast cultural and economic diversity, requiring region-specific strategies for effective mobile advertising, is creating lucrative growth opportunities for the market.

Leading Key Players in the Mobile Advertising Industry:

The key players in the market are engaging in a range of strategic activities to consolidate their position and capitalize on emerging opportunities, including technological innovation, strategic partnerships, acquisitions, and expansion into new geographical markets. Moreover, major companies are continuously refining their algorithms to offer more targeted and effective advertising solutions, leveraging advanced analytics, ML, and AI. Additionally, they are focusing on privacy-compliant advertising strategies in response to increasing regulatory pressures and consumer privacy concerns. Besides this, the key players are exploring new advertising formats, such as augmented reality (AR) and interactive video ads, to enhance user engagement.

Key Questions Answered in This Report

• 1. What was the size of the global mobile advertising market in 2023?
• 2. What is the expected growth rate of the global mobile advertising market during 2024-2032?
• 3. What has been the impact of COVID-19 on the global mobile advertising market?
• 4. What are the key factors driving the global mobile advertising market?
• 5. What is the breakup of the global mobile advertising market based on the segment?
• 6. What are the key regions in the global mobile advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Introduction

• 3.1 Overview
• 3.2 Executive Summary
• 3.3 Key Industry Trends

4 Global Advertising Market

• 4.1 Current and Historical Market Trends
• 4.2 Performance of Various Segments
• 4.3 Performance of Various Regions
• 4.4 Key Players and their Market Shares
• 4.5 Market Forecast

5 Global Mobile Advertising Market

• 5.1 Market Overview
• 5.2 Key Market Drivers
• 5.3 Current and Historical Market Trends
• 5.4 Impact of COVID-19
• 5.5 Market Breakup by Segment
  • 5.5.1 Search
  • 5.5.2 Display
  • 5.5.3 Video
  • 5.5.4 Social Media
  • 5.5.5 Websites
  • 5.5.6 Others
• 5.6 Performance of Various Regions
  • 5.6.1 North America
  • 5.6.2 Asia Pacific
  • 5.6.3 Europe
  • 5.6.4 Middle East and Africa
  • 5.6.5 Latin America
• 5.7 Market Breakup by Industry
• 5.8 Market Forecast
• 5.9 Mobile Advertising Pricing Models
• 5.10 Margins in Mobile Advertising
• 5.11 Porters Five Forces Analysis
  • 5.11.1 Bargaining Power of Suppliers
  • 5.11.2 Bargaining Power of Buyers
  • 5.11.3 Threat of Substitutes
  • 5.11.4 Competitive Rivalry
  • 5.11.5 Threat of New Entrants
• 5.12 Key Challenges

6 Global Mobile Advertising Market: Competitive Landscape

• 6.1 Market Structure
• 6.2 Profiles of Leading Players