Mobile Advertising Market Size to grow by USD 382.9 billion between 2024-2028

Technavio, a leading provider of market research reports, has released its latest study on Mobile Advertising Market. This report offers a comprehensive analysis of the current market trends, emerging opportunities, and key challenges. Programmatic advertising offers businesses significant advantages in the mobile advertising market. This approach eliminates the need for intermediaries, providing transparency and real-time data for advertisers. By utilizing programmatic advertising, marketers can gain valuable insights into consumer behavior and adjust campaigns in real-time, enhancing effectiveness. Transparency is a key benefit, as advertisers can monitor essential metrics, such as ad placement, costs, and impressions, ensuring optimal campaign performance. This level of control and data access enables businesses to engage with their audience in a more personalized and targeted manner.

Key Highlights

Growth Projections

The global mobile advertising market  size is estimated to grow by USD 382.9 bn from 2024-2028, according to Technavio. The market is estimated to grow at a CAGR of almost 14.27% during the forecast period. Growth in in-app advertising is driving market growth, with a trend towards rapid growth of programmatic advertising  However, rising privacy and security concerns  poses a challenge.Key market players include Alphabet Inc., AppLovin Corp., Criteo SA, DIGI117 Ltd., Digital Turbine Inc., DotC United Group, EPOM, GUMGUM Inc., InMobi Pte. Ltd., Leadbolt Pty Ltd., Matomy Media Group Ltd., Media and Games Invest SE, Meta Platforms Inc., MOLOCO Inc., Unity Technologies Inc., Verizon Communications Inc., Yeahmobi Inc., and Zynga Inc..

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Major Findings

• The mobile advertising market has witnessed significant growth, with in-app advertising emerging as a prominent segment. Brands are increasingly investing in this format to reach their audience more effectively. In-app advertising allows for targeted and personalized messaging, enhancing user engagement and conversion rates. This trend is expected to continue as more consumers spend time on mobile devices and apps become an integral part of daily life.


• In the dynamic realm of mobile advertising, video advertisements have emerged as a game-changer. Brands are increasingly investing in this format to engage consumers in a more immersive and interactive way. Video ads offer higher click-through rates and longer viewer attention spans compared to traditional static ads. With advancements in mobile technology, delivering high-quality video content on smaller screens is now a reality. This shift towards video advertising is set to redefine the mobile advertising market.


• In the mobile advertising market, escalating concerns regarding privacy and security are shaping the industry's landscape. Advertisers must navigate increasingly stringent regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), to protect user data and maintain transparency. Brands are investing in technologies like differential privacy and secure data sharing to mitigate risks and build trust with consumers. These efforts aim to ensure the continued growth of mobile advertising while prioritizing user privacy and security.


• The mobile advertising market is experiencing a significant trend with the increasing usage of ad-blocker solutions. This development poses a challenge for marketers, requiring them to adapt and innovate in order to effectively reach consumers. Ad-blocking technology has become increasingly popular due to consumer concerns over privacy and intrusive advertising. Marketers must now focus on creating non-intrusive, valuable, and personalized ad experiences to engage users and bypass ad-blockers. This shift towards more targeted and user-friendly advertising is expected to drive growth in the mobile advertising market.

Market Research Overview

The global media and entertainment industry encompasses businesses providing advertising, broadcasting, cable and satellite, publishing, movies and entertainment, interactive home entertainment, interactive media and services, and gambling solutions. According to Technavio, the global advertising market is determined by the consolidated revenues of device manufacturers and providers of software, services, and solutions. This market represents the total expenditure of companies on advertising, marketing, and public relations services, both online and offline, excluding digital advertising firms. Key growth drivers for the global advertising market include the evolving media consumption patterns, particularly in high-broadband penetration regions, where individuals curate their own media menus and access content at their convenience. Continuous advancements in AI and algorithms shaping media recommendations further fuel market expansion.

The Mobile Advertising Market is experiencing significant growth, fueled by the Growth in in-app advertising. Businesses are leveraging the products belonging to the market for customer engagement, transactional notifications, and promotional offers.

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Regional Insights

The mobile advertising market represents a significant growth opportunity for businesses seeking to engage consumers on their preferred devices. With the increasing usage of smartphones and tablets, this sector is poised for continued expansion. Advertisers can leverage various mobile advertising formats, including display ads, video ads, and native ads, to reach their target audience effectively and efficiently. The market's size and potential for revenue growth make it an essential component of any comprehensive digital marketing strategy.

Research Analysis Overview

The mobile advertising market is experiencing rapid growth, driven by the increasing use of rich media formats such as video and interactive banners. Search engines and websites are major players in this market, with search advertising accounting for a significant share. The advent of 5G technology and machine learning (ML) is expected to further fuel growth, enabling more advanced forms of mobile advertising like virtual reality (VR) and augmented reality (AR). However, the mobile advertising market also faces challenges, including security concerns and privacy issues. Technological expertise is crucial for advertisers to navigate these challenges and effectively target audiences in the media and entertainment, IT industry, developing economies, and e-commerce sectors. Banner advertisements remain a popular format, but social media and location-based technology are also important channels. Companies like Centaur Media plc and Chartboost are leading the way in mobile advertising innovation. Despite these opportunities, it's essential to address privacy concerns and ensure ethical advertising practices to maintain consumer trust.

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Technavio Research
Jesse Maida
Media & Marketing Executive
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