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Global Mobile Marketing Market Outlook to 2028

Region:Global

Author(s):Sanjna

Product Code:KROD4716

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Published On

December 2024

Total pages

85

About the Report

Global Mobile Marketing Market Overview

  • The global mobile marketing market is valued at USD 20 billion. The market is driven primarily by the increasing penetration of smartphones worldwide, particularly in emerging markets such as Asia-Pacific and Latin America. Consumers are spending more time on their mobile devices, making mobile marketing an essential channel for brands to engage their target audience. Additionally, the rise of mobile apps and mobile-friendly websites has contributed to the overall growth of the market.
  • Countries such as the United States, China, and India dominate the global mobile marketing landscape due to their large populations and extensive mobile network infrastructures. In the U.S., digital marketers have embraced mobile advertising as consumer preferences shift towards mobile usage. In China, the combination of e-commerce growth and mobile wallet adoption further drives the dominance in this region. India's dominance is primarily attributed to the large number of smartphone users and increased internet penetration, which has led to more opportunities for mobile marketing campaigns.
  • Programmatic advertising, driven by real-time bidding, has gained traction, with spending on programmatic ads expected to exceed $250 billion globally in 2024. Programmatic mobile ad spend accounted for 75% of all digital ad spending in 2023, reflecting a massive shift towards automated, data-driven buying. The increased adoption of AI and machine learning algorithms has allowed companies to optimize their marketing campaigns, driving higher return on investment and expanding opportunities in this space.
    market overviews

Global Mobile Marketing Market Segmentation

  • By Solution Type: The global mobile marketing market is segmented by solution type into mobile web marketing, mobile in-app marketing, SMS marketing, push notifications, and mobile search ads. Mobile in-app marketing currently dominates the market share in this segment due to the extensive use of apps in sectors like gaming, social media, and e-commerce. Apps provide marketers with the ability to offer personalized and engaging ad experiences, which have shown higher conversion rates compared to other forms of mobile marketing. market overviews
  • By Region: The global mobile marketing market is geographically segmented into North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa. North America holds a significant share of the market, driven by the early adoption of mobile marketing technologies and the high concentration of digital marketing companies. Asia-Pacific, particularly China and India, is expected to witness rapid growth due to increasing smartphone usage and expanding digital infrastructure.

market overviews

  • By Organization Size: Mobile marketing is also segmented by organization size into small and medium enterprises (SMEs) and large enterprises. Large enterprises dominate the market due to their significant marketing budgets and their ability to leverage multiple channels for advertising. These companies often adopt advanced mobile marketing strategies, such as programmatic advertising and data-driven personalization, which are less accessible to SMEs.

Global Mobile Marketing Market Competitive Landscape

The global mobile marketing market is dominated by key players who have established themselves through innovation, strategic acquisitions, and global reach. The competitive landscape is characterized by a mix of large multinational corporations and emerging startups specializing in mobile advertising technologies.

Company

Established Year

Headquarters

Revenue

Employees

Ad Technology

Global Reach

Market Penetration

Key Clients

Google LLC

1998

Mountain View, CA

-

-

-

-

-

-

Facebook Inc.

2004

Menlo Park, CA

-

-

-

-

-

-

Twitter Inc.

2006

San Francisco, CA

-

-

-

-

-

-

Oracle Corporation

1977

Austin, TX

-

-

-

-

-

-

SAP SE

1972

Walldorf, Germany

-

-

-

-

-

-

The mobile marketing landscape has been shaped by acquisitions of smaller, innovative players by larger corporations, leading to consolidation. Companies like Google, Facebook, and Oracle have become dominant forces, offering a range of mobile marketing tools to businesses across industries.

Global Mobile Marketing Market Analysis

Growth Drivers

  • Increasing Mobile Device Usage: The number of mobile phone users globally has reached over 7.6 billion in 2024, a notable increase from 7.2 billion in 2022, driven by increasing smartphone penetration, particularly in emerging economies like India and Brazil. With this surge, mobile internet users now represent 80% of global internet users. This trend is heavily influenced by the global adoption of 4G and the initial rollout of 5G technology, providing faster, more reliable internet connections.
  • Rising Investments in Digital Marketing: Investment in digital marketing has seen a significant increase, with $335 billion invested globally in 2024, a jump from $285 billion in 2022. Mobile marketing accounts for nearly 60% of this expenditure, reflecting the rapid shift from traditional to digital media. Businesses are leveraging targeted advertising via mobile platforms, making up a large share of global digital ad spend.
  • Personalization and Consumer Engagement: The global mobile marketing industry has seen a sharp rise in personalized ad experiences, with 70% of companies now using advanced analytics to tailor ads to individual consumers in 2024. Studies have shown that personalized advertisements have improved click-through rates by 40% compared to generic ads. Companies are utilizing customer data, including real-time location and behavioral data, to create hyper-targeted campaigns.

Challenges

  • Data Privacy Regulations: Data privacy laws, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States, are tightening. In 2024, over 120 countries have enacted data privacy regulations, making it challenging for mobile marketers to collect and use consumer data without explicit consent. Violations can result in fines reaching up to USD 22.3 million under the GDPR, driving companies to invest heavily in data protection strategies.
  • High Competition in Digital Marketing Space: As of 2024, there are more than 500,000 digital marketing agencies globally, intensifying competition in mobile marketing. This market saturation has led to a decline in ad performance, with average click-through rates dropping to 1.5% in 2023 from 2% in 2022, according to global ad metrics. Marketers must continually innovate to stand out in a crowded digital landscape where cost-per-click for mobile ads has increased by 15% annually.

Global Mobile Marketing Market Future Outlook

Global mobile marketing market is expected to experience sustained growth driven by the continued rise of smartphone usage, advancements in mobile marketing technology, and the increasing preference for mobile-first digital advertising. Companies are investing in AI and machine learning technologies to enhance personalization and user engagement, further fueling market expansion. Emerging markets, especially in Asia-Pacific, will likely see the fastest growth as digital infrastructure improves and consumer behavior shifts towards mobile platforms.

Market Opportunities

  • Growth in Programmatic Advertising: Programmatic advertising, driven by real-time bidding, has gained traction, with spending on programmatic ads expected to exceed $250 billion globally in 2024. Programmatic mobile ad spend accounted for 75% of all digital ad spending in 2023, reflecting a massive shift towards automated, data-driven buying. The increased adoption of AI and machine learning algorithms has allowed companies to optimize their marketing campaigns, driving higher return on investment and expanding opportunities in this space.
  • Mobile Video and In-app Advertising: In 2024, mobile video advertising is projected to generate over $120 billion in revenue, up from $100 billion in 2022. In-app advertisements have become a significant revenue stream, accounting for 60% of total mobile ad revenue. Additionally, mobile video consumption continues to grow, with 82% of all internet traffic expected to be video by the end of 2024, according to global internet usage trends, providing an expanding market opportunity for advertisers.

Scope of the Report

Segments

Sub-segments

By Solution Type

Mobile Web Marketing

 

Mobile In-app Marketing

 

SMS Marketing

 

Push Notifications

 

Mobile Search Ads

By Organization Size

Small and Medium Enterprises (SMEs)

 

Large Enterprises

By End-User Industry

Retail and E-Commerce

 

BFSI

 

Healthcare

 

Telecom & IT

 

Media & Entertainment

By Deployment Mode

Cloud-Based

 

On-Premises

By Region

North America

 

Europe

 

Asia-Pacific

 

Latin America

 

Middle East & Africa

Products

Key Target Audience

  • Mobile Advertising Agencies
  • Mobile App Developers
  • E-commerce Companies
  • Digital Marketing Platforms
  • Telecom Operators
  • Investors and Venture Capitalist Firms
  • Government and Regulatory Bodies (e.g., Federal Communications Commission, European Data Protection Supervisor)
  • Large Enterprises with Mobile Advertising Strategies

Companies

Players Mentioned in the Report

  • Google LLC
  • Facebook Inc.
  • Twitter Inc.
  • Oracle Corporation
  • SAP SE
  • IBM Corporation
  • Salesforce.com Inc.
  • Adobe Systems Inc.
  • HubSpot Inc.
  • InMobi Technologies

Table of Contents

1. Global Mobile Marketing Market Overview

1.1 Definition and Scope
1.2 Market Taxonomy
1.3 Market Growth Rate
1.4 Market Segmentation Overview

2. Global Mobile Marketing Market Size (In USD Bn)

2.1 Historical Market Size
2.2 Year-on-Year Growth Analysis
2.3 Key Market Developments and Milestones

3. Global Mobile Marketing Market Analysis

3.1 Growth Drivers (Penetration of Smartphones, Expansion of Social Media, Rise of Mobile Commerce)
3.1.1 Increasing Mobile Device Usage
3.1.2 Rising Investments in Digital Marketing
3.1.3 Personalization and Consumer Engagement
3.2 Market Challenges (Privacy Concerns, Regulatory Restrictions, Ad-blocking Technologies)
3.2.1 Data Privacy Regulations
3.2.2 High Competition in Digital Marketing Space
3.2.3 Limited Consumer Attention Span
3.3 Opportunities (Adoption of 5G, Integration of AI in Mobile Marketing, Expansion into Emerging Markets)
3.3.1 Growth in Programmatic Advertising
3.3.2 Mobile Video and In-app Advertising
3.3.3 Rise of Voice Search and AI-driven Campaigns
3.4 Trends (Influencer Marketing, Mobile Commerce Growth, Augmented Reality Ads)
3.4.1 Omnichannel Marketing Strategies
3.4.2 Location-based Marketing
3.4.3 Video and Rich Media Ad Formats
3.5 Government Regulation (GDPR, CCPA, Privacy Laws)
3.5.1 Compliance with Data Protection Regulations
3.5.2 Ad Fraud Monitoring and Prevention
3.5.3 Mobile Ad Certification Programs
3.6 SWOT Analysis
3.7 Stake Ecosystem
3.8 Porters Five Forces
3.9 Competition Ecosystem

4. Global Mobile Marketing Market Segmentation

4.1 By Solution Type (In Value %)
4.1.1 Mobile Web Marketing
4.1.2 Mobile In-app Marketing
4.1.3 SMS Marketing
4.1.4 Push Notifications
4.1.5 Mobile Search Ads
4.2 By Organization Size (In Value %)
4.2.1 Small and Medium Enterprises (SMEs)
4.2.2 Large Enterprises
4.3 By End-User Industry (In Value %)
4.3.1 Retail and E-Commerce
4.3.2 BFSI (Banking, Financial Services, and Insurance)
4.3.3 Healthcare
4.3.4 Telecom & IT
4.3.5 Media & Entertainment
4.4 By Deployment Mode (In Value %)
4.4.1 Cloud-Based
4.4.2 On-Premises
4.5 By Region (In Value %)
4.5.1 North America
4.5.2 Europe
4.5.3 Asia-Pacific
4.5.4 Latin America
4.5.5 Middle East & Africa

5. Global Mobile Marketing Market Competitive Analysis

5.1 Detailed Profiles of Major Companies
5.1.1 Google LLC
5.1.2 Facebook Inc.
5.1.3 Twitter Inc.
5.1.4 Oracle Corporation
5.1.5 SAP SE
5.1.6 IBM Corporation
5.1.7 Salesforce.com Inc.
5.1.8 Adobe Systems Inc.
5.1.9 HubSpot Inc.
5.1.10 InMobi Technologies
5.2 Cross Comparison Parameters (Headquarters, Global Ad Revenue, Market Penetration, Number of Active Users, Ad Technology, Campaign Management Capabilities, Global Reach, Mobile Ad Formats)
5.3 Market Share Analysis
5.4 Strategic Initiatives
5.5 Mergers and Acquisitions
5.6 Investment Analysis
5.7 Venture Capital Funding
5.8 Government Grants
5.9 Private Equity Investments

6. Global Mobile Marketing Market Regulatory Framework

6.1 Advertising Standards
6.2 Data Privacy and Security Compliance
6.3 Certification and Accreditation Processes

7. Global Mobile Marketing Future Market Size (In USD Bn)

7.1 Future Market Size Projections
7.2 Key Factors Driving Future Market Growth

8. Global Mobile Marketing Future Market Segmentation

8.1 By Solution Type (In Value %)
8.2 By Organization Size (In Value %)
8.3 By End-User Industry (In Value %)
8.4 By Deployment Mode (In Value %)
8.5 By Region (In Value %)

9. Global Mobile Marketing Market Analysts' Recommendations

9.1 TAM/SAM/SOM Analysis
9.2 Customer Cohort Analysis
9.3 Marketing Initiatives
9.4 White Space Opportunity Analysis

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Research Methodology

Step 1: Identification of Key Variables

In this initial phase, key variables within the global mobile marketing ecosystem are identified. This includes mobile user engagement rates, the type of advertising formats, and regional marketing trends. Extensive desk research is conducted using secondary databases to define the critical factors influencing the market.

Step 2: Market Analysis and Construction

Next, historical data from the mobile marketing market is compiled and analyzed. Market penetration rates, total advertising spend, and ad engagement metrics are evaluated. Data is cross-referenced with industry reports to ensure the accuracy of revenue and performance estimates.

Step 3: Hypothesis Validation and Expert Consultation

Market hypotheses are validated through expert interviews with professionals from the mobile marketing industry. Computer-assisted telephone interviews (CATIs) are used to gather insights into operational strategies, spending patterns, and advertising effectiveness.

Step 4: Research Synthesis and Final Output

Finally, the gathered data is synthesized into a comprehensive market report. Additional engagement with mobile advertising agencies and major brands ensures the accuracy and relevance of the final output, providing a detailed overview of the market dynamics.

Frequently Asked Questions

01. How big is the Global Mobile Marketing Market?

The global mobile marketing market is valued at USD 20 billion and continues to expand due to the rising adoption of smartphones and mobile apps.

02. What are the key drivers of the Global Mobile Marketing Market?

Key drivers of global mobile marketing market include the increasing penetration of smartphones, rising demand for personalized marketing experiences, and technological advancements such as 5G and AI integration.

03. What challenges does the Global Mobile Marketing Market face?

Challenges of global mobile marketing market include privacy concerns, regulatory hurdles, and the growing use of ad-blocking technologies by consumers.

04. Who are the major players in the Global Mobile Marketing Market?

Key players in global mobile marketing market include Google, Facebook, Twitter, Oracle, and SAP, among others.

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