Asia-Pacific Mobile Advertising Market Research Report: Forecast (2023-2028)

Market Definition

Mobile Advertising is a type of advertising displayed on smartphones, tablets, and computers while surfing the internet or running any online application. The advertising is also displayed on these devices through offline mode via SMS and MMS. The development in modern technology has provided consumers with a wider range of options for using devices for internet surfing, gaming, shopping, social media, etc. The growing use of these devices for various purposes has allowed advertisement companies to leverage the data and come up with customer centric advertisements.

Market Insights & Analysis: Asia-Pacific Mobile Advertising Market (2023-28)

The Asia-Pacific Mobile Advertising Market is projected to grow at a CAGR of around 23% during the forecast period, i.e., 2023-28 years due to the growing penetration of the internet across regional countries like China, India, Japan, and other developing countries. In 2022, both India and China cumulatively had more than 70% of the regional internet users. 

The governments of the respective countries have been taking initiatives for the expansion of internet services to ease the accessibility of the internet to all citizens. In 2019, the Indian Government took initiative to facilitate universal and equitable access to broadband services across the country, especially in rural and remote areas by 2022. The initiative was a massive success, and the government was able to provide internet access to citizens even in the remote areas as well.

Further, the strict lockdown measures enforced by the Chinese and the Indian governments in 2020 enormously increased the internet and smartphone penetration in the country. Eventually, the number of smartphone internet users in both countries exceeded 1.8 billion in 2022. Moreover, various Chinese mobile manufacturing companies like Oppo, Vivo, Xiaomi, etc., have entered the South and South East Asian markets with a diversified and economical range of smartphones. Thus, expansion of these companies’ operations allowed customers of low-income groups to have access to smartphones. The increase in the adoption of smartphones among individuals has allowed mobile advertising companies to reach a wider range of customers, further leading to market growth.

Additionally, the expansion of the end-users industries like e-commerce, online payment & ticket booking application, OTT platforms, social media platforms, etc., has accelerated the development of the Asia-Pacific Mobile Advertising market. Mobile advertising companies have been launching advertisements on social media and OTT platforms to access a wide range of customers in the region.

Asia-Pacific Mobile Advertising Market (2023-28): Segmentation Analysis

The Asia-Pacific Mobile Advertising Market study of MarkNtel Advisors evaluates & highlights the major trends & influencing factors in each segment & includes predictions for the period 2023–2028 at the global, regional, and national levels. Based on the Format Type, and End Users the market has been further classified as:

Based on Format Type:

• Search
• Display
• Video
• Social Media
• Websites
• Others (MMS, SMS, etc.)

The search segment is expected to hold a considerable share of the market over the forecast period due to the growing internet surfing among the citizens in the region. Customers often rely on internet search engines to get information about any product or service allows the mobile advertising company to track and monitor the interest of the customer. Respectively, product-related advertisement starts being displayed over the search engines of smartphones, tablets, or laptops.

Based on End Users:

• Retail & E-commerce
• Media & Entertainment
• Healthcare
• BFSI (Banking Financial Service and Insurance)
• Education
• Travel & Tourism
• Automotive
• Others (Telecom, Government, etc.)

The retail and e-commerce segment would grab a significant share in the Asia-Pacific Mobile Advertising market during the forecast period due to the rising inclination of customers for purchasing electronics, apparel, and other products via online platforms. The rising internet services penetration and launch of 5G would also enhance consumers to purchase these products over the internet platform.

Furthermore, the education sector is emerging as one of the key revenue-generating segments for mobile advertising companies. The digitalization of the education industry post-COVID-19 is seen as a colossal opportunity by mobile advertising companies. The penetration of smartphones among the Gen Z population has skyrocketed post-2020 in the entire APAC region.  Also, the increasing number of subscribers of OTT platforms across South East Asia, India, China, etc., due to attractive pricing has been further boosting mobile advertising.

Asia-Pacific Mobile Advertising Market Regional Projection

Geographically, the Asia-Pacific Mobile Advertising Market expands across:

• China
• India
• Australia
• South Korea
• Japan
• Southeast Asia
• Rest of Asia-Pacific

China held a considerable share in the Asia-Pacific Mobile Advertising market due to the higher penetration of internet services, and greater smartphone penetration. The total number of mobile phone internet users exceeded 1.1 billion in China in 2022. In addition, the country is a pioneer in 5G implementation, which is further expected to soar the growth horizon for mobile advertising companies.

Development in the e-commerce industry and the growing transition of the manufacturing companies like apparel, electronics, household products, and other companies towards online selling has led to a surge in the mobile advertising market in China. The time spent by citizens on smartphones and computers has gradually increased over time. According to China Internet Watch in 2022, Chinese adults spend an average of 4 hours and 26 minutes a day checking their smartphones, excluding phone calls which increased by 25 minutes, or 14.6% from 2020. This in turn is offering a perfect platform for mobile advertising companies to maximize their earnings.

Asia-Pacific Mobile Advertising Industry Recent Developments 

• In 2023, Aurora Mobile, a China based leading provider of customer engagement and marketing technology services became a strategic partner of WhatsApp in China
• In 2021, Mobvista – a mobile advertising company acquired Reyun which is a third-party mobile measurement and marketing technology company. Mobvista acquired Reyun worth around USD233 million in China.
• In 2019, Adways Inc., has signed an exclusive partnership agreement with mobile add platform- POKKT in India, Southeast asia, and Middle East Regions. The partnership would work to widen its reach in the Japan market by targeting more than 50 million app users in Japan.

Asia-Pacific Mobile Advertising Market Growth Driver:

High Penetration of Social Media to Boost the Market Growth - The historical period has witnessed a mass increase in the number of social media users across the Asia-Pacific region to stay connected with personal and professional networks. The individuals have been using the social media platforms like Instagram, Facebook, Tik Tok and others to stay connected with friends and families and get updates about the happening events in an individual’s life. Besides, social media platforms have also provided various features like video calling, reels, and feeds which provide the customer with a cost-efficient source of leisure. Thus, various industries like e-commerce, consumer goods, and others have been engaged in advertising their products on these platforms to grab the attention of consumers in mass numbers. The region outperformed North America, and Europe in terms of social media app downloads in 2022. In 2022, India was the world’s largest market for Facebook, with highest number if app downloads. The Instagram users exceeded 230 million in India in 2022. In the same year, the WeChat users in China exceeded 1.22 billion.

Asia-Pacific Mobile Advertising Market Possible Restraint:

Privacy Concerns for Customer’s Confidential Data to Hinder the Market Growth - Mobile advertising generally gathers information about persons' interests and desires through web searches and online applications. Based on the customers' search and browsing, the mobile advertisers post the advertisement on the customer’s smartphones while using any online application. In this case, the personal information of the customer like the user’s name, e-mail, contact information, and credit & debit card is exposed sometimes, raising privacy concerns. The governments in the APAC region are planning to formulate regulations to minimize the risk of cyber heists or breaches of privacy of the customers. These regulations would emerge as the major challenge for mobile advertising companies.

Asia-Pacific Mobile Advertising Market Growth Opportunity:

Growing 5G Infrastructures to Boost the Market in the Coming Years - The increase in internet speed with the development of the 5G network would lead to more consumption of the internet through increased internet browsing. The growth in browsing will allow mobile advertising companies to post more advertisements on websites and online applications. The government of the countries like China, India, Japan, and others has been investing huge amounts in the expansion of the 5G infrastructures.

According to the International Trade Administration 2022, four Japanese mobile carriers will spend more than USD14 billion combined in capital expenditures to build out their 5G networks in the next five years. This would increase the accessibility of consumers for availing of fast internet services across the country. Similar investment has been proposed in other Asia-Pacific countries which would provide an opportunity for the expansion of the Asia-Pacific Mobile Advertising market in the forecast period.

Gain a Competitive Edge with Our Asia-Pacific Mobile Advertising Market Report

1. Asia-Pacific Mobile Advertising Market report provides a detailed and thorough analysis of market size, growth rate, competitive landscape, and key players. This comprehensive analysis helps businesses gain a holistic understanding of the market dynamics and make informed decisions.
2. This report also highlights current market trends and future projections, allowing businesses to identify emerging opportunities and potential challenges. By understanding market forecasts, companies can align their strategies and stay ahead of the competition.
3. Asia-Pacific Mobile Advertising Market report aids in assessing and mitigating risks associated with entering or operating in the market.
4. The report would help in understanding market dynamics, regulatory frameworks, and potential challenges, businesses can develop strategies to minimize risks and optimize their operations.