Market Insights Advertising & Media Advertising

In-App Advertising - South Korea

South Korea

Ad spending in the In-App Advertising market in South Korea is forecasted to reach €4,156.00m in 2024.
This market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 7.51%, leading to a projected market volume of €5,968.00m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be €94.25 in 2024.
When compared globally, China is anticipated to generate the highest ad spending, reaching €121.90bn in 2024.
South Korea's In-App Advertising market is thriving due to high smartphone adoption rates and innovative tech companies driving targeted ad strategies.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in South Korea has witnessed significant growth in recent years, driven by changing customer preferences and the increasing popularity of mobile applications.

Customer preferences: South Korean consumers have shown a strong preference for mobile devices, with smartphone penetration rates among the highest in the world. This has led to a surge in mobile app usage, creating a lucrative market for in-app advertising. Additionally, South Korean consumers are known for their high engagement levels with mobile ads, making them an attractive target audience for advertisers.

Trends in the market: One of the key trends in the South Korean In-App Advertising market is the rise of programmatic advertising. Programmatic advertising allows for automated buying and selling of ad inventory, enabling advertisers to target specific audiences and optimize their ad campaigns in real-time. The efficiency and effectiveness of programmatic advertising have made it a popular choice among advertisers in South Korea, resulting in increased spending on in-app programmatic ads. Another trend in the market is the growing adoption of native advertising. Native ads seamlessly blend into the app's content, providing a non-intrusive and more engaging advertising experience for users. South Korean app developers and advertisers have recognized the effectiveness of native ads in capturing user attention and driving higher click-through rates. As a result, there has been a shift towards incorporating native ads within mobile apps, further driving the growth of the In-App Advertising market.

Local special circumstances: South Korea has a highly developed mobile infrastructure, with widespread access to high-speed internet and advanced mobile technologies. This has created a fertile ground for the In-App Advertising market to thrive. Additionally, South Korean consumers are known for their tech-savviness and willingness to adopt new technologies, making them more receptive to in-app ads.

Underlying macroeconomic factors: South Korea has a strong and stable economy, with a high GDP per capita. This provides advertisers with a large consumer base that has the purchasing power to engage with in-app ads. Furthermore, the South Korean government has been actively promoting the growth of the digital economy, including the development of the mobile app industry. This supportive regulatory environment has further fueled the growth of the In-App Advertising market in the country. In conclusion, the In-App Advertising market in South Korea has experienced significant growth due to changing customer preferences, the rise of programmatic advertising, the adoption of native advertising, local special circumstances, and underlying macroeconomic factors. As mobile app usage continues to increase and technology evolves, the In-App Advertising market in South Korea is expected to further expand and diversify in the coming years.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.