In-App Advertising Market Competitive Dynamics, Size, Share and Global Outlook by forecast 2027
                     In-App Advertising Market Competitive Dynamics, 
Size, Share and Global Outlook by forecast 2027
Global In-App Advertising Market Research Report: by Platform (Android, iOS, 
others), Ad-Format (Video ad-format, non-video ad-format), Application Type 
(Online shopping & fashion, gaming, entertainment & social media, news & 
sports and others) and Region (North America, Europe, Asia-Pacific and Rest 
of the World) - Forecast to 2027
Market Highlights
In-app ads are displayed within a mobile app, such as banners at the top or bottom of a game of 
an app. In-app advertising is currently the fastest growing form of mobile advertising in the 
market and is highly adopted by marketers due to its various benefits. Over more than a 
decade, mobile and in-app advertising have been the branches of digital advertising that have 
seen the fastest growth and technological innovation. Mobile advertising includes video ads, 
mobile website display, and in-app advertisements.
The global in-app advertising market has been segmented based on platform, Ad-format, 
application type, and region.
North America is expected to lead the global in-app advertising market during the forecast 
period, followed by Asia-Pacific. The growth of the in-app advertising market in North America is 
driven by the presence of market leaders such as Google, Apple Inc., Facebook, Microsoft 
Corporation, and Tune Inc. among others and their continued investments in the market. 
Increasing adoption of smartphones and mobile applications gaining popularity has positively 
impacted the growth of in-app advertising market in the region. Continuous increase in mobile 
ad spending in countries such as the US and Canada has further driven the growth of in-app 
advertising market in the region.
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Prominent Players
Some of the Prominent Players in the global in-app advertising market 
are Microsoft Corporation (US), Facebook Inc.(US), Apple Inc. (US), Google 
LLC (US), Amobee Inc. (US), MoPub Inc(US), The Rubicon Project, Inc. (US), 
InMobi (US), Verizon Communications Inc. (US), Tapjoy, Inc. (US) among others
Segmentation
Based on platform, the market has been categorized as Android, iOS, and others. 
The Android segment accounted for the largest market share of 56.8% in 2018; it is 
expected to grow at a CAGR of 29.6% during the forecast period of 2020–2027. It is 
expected to be the fastest growing segment due to increasing proliferation of 
Android smartphones and the high number of free applications available on Android 
platform using in-app advertising strategy for revenue generation are some of the 
factors driving the growth of in-app advertisement in the Android market
Based on Ad-format, the global in-app advertising market has been categorized as 
video add-format and non-video ad-format. The video-add format held the largest 
market share during 2018, accounting for a market share of 72.5% and is expected 
to be the fastest growing segment at a CAGR of 28.7% during the forecast period 
of 2020–2027. The video format has been proven to deliver higher-value and 
interactive content to the customers worldwide, which increases customer 
engagement. Video advertising involves analyzing channel performance and 
reducing expenditure on low-performance channels, which results in more 
companies adopting in-app videos as a medium of advertising; this further helps in 
increasing the ROI.
Based on application type, the market has been segmented as online shopping & 
fashion, gaming, entertainment & social media, news & sports, and others. The 
online shopping & fashion segment accounted for the largest market share of 35.8% 
in 2018. E-commerce applications are increasingly deploying in-app advertising 
campaigns in order to improve click-through rates and ensure better targeting. It also 
helps the online shoppers to view the image and understand details of the products 
which drives the traffic to the website. However, entertainment and sports is 
expected to be the fastest growing segment with a CAGR 30.0% during the forecast 
period of 2020–2027.
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