Introduction

The cross-platform and mobile advertising market is booming, owing to the adoption of digital advertising technology. Cross-platform and mobile advertising is growing as the brands, agencies, and marketers are adopting it to connect with their consumers over traditional marketing. Cross-platform and mobile advertising can be done by multiple channels, such as mobile applications, mobile messaging (SMS), mobile web, video and smart televisions.

Marketer, agencies, and other multiple brands have adopted cross-platform and mobile advertising technology due to many benefits. Cross-platform and mobile advertising allows marketers and others to advertise their products and services directly through smartphones, tablets and smart televisions.

The global cross-platform and mobile advertising market is expected to expand at an exponential CAGR of 21.3%, through 2028, reaching a valuation of approximately US$ 732,683.4 Mn by the end of the forecast period. The global cross-platform and mobile advertising market was valued at US$ 106,622.5 Mn by the end of 2018. 

Over the past two decades, there has been a significant increase in the number of mining companies and operations. On the flip side, one of the key challenges faced by the developers in the cross-platform and mobile advertising market is that major vendors are working continuously on ads fraud. This is anticipated to be the key factor hampering the growth of the cross-platform and mobile advertising market over the forecast period.

Moreover, with increasing advertisement processing complexity and costs of advertisements has increased substantially over the years. Thus, these are the reasons is expected to act as a restraining factor for the growth of the cross-platform and mobile advertising market in near future

Cross-platform and mobile advertising offer several benefits, such as the safe and fast completion of the advertising process, audience management, etc. The cross-platform and mobile advertising also manage the risks associated with the ad frauds and lack of transparency.

By region, Europe and South Asia are anticipated to dominate the global cross-platform and mobile advertising market over the forecast period. In value terms, South Asia is estimated to create incremental $ opportunity worth US$ 86,027.5 Mn in the global cross-platform and mobile advertising market over the forecast period. Also. South Asia, followed by Middle East & Africa (MEA), is expected to grow at a healthy CAGR over the forecast period, owing to the adoption of cross-platform and mobile advertising platforms by the marketers.

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Increase in the number of advertisers

Increasing spending on research and development for searching new areas is a key factor driving the cross-platform and mobile advertising market. Moreover, rapid urbanisation and the increasing spending on digital advertising is expected to create potential growth opportunities for the cross-platform and mobile advertising market during the forecast period.

In addition, factors such as rising awareness about digital advertising is also boosting the cross-platform and mobile advertising market. The governments of various countries are working continuously to provide digitalised environment to the people.

Cross-platform and Mobile Advertising Market

South Asia and Middle East & Africa are Growing Markets for Cross-Platform and Mobile Advertisings Platforms

Increasing government initiatives of digitalization in both the regions are expected to drive growth in demand for cross-platform and mobile advertisings. Also, the increasing penetration of the Internet activities in the regions will further surge the demand for cross-platform and mobile advertising over the forecast period.

The Middle East & Africa (MEA) cross-platform and mobile advertising market is expected to register prominent growth, in terms of value. South Asia and Middle East & Africa are projected to gain market share over the forecast period in the global cross-platform and mobile advertising market owing to the expected to increase in demand from marketers of different industries in respective regions.

Sudip Saha
Sudip Saha

Principal Consultant

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Cross-Platform and Mobile Advertising Market – Competitive Landscape

The global cross-platform and mobile advertising market is moderately fragmented with the presence of several regional and global players across the globe. Globally, the top 5 players in the global cross-platform and mobile advertising market holds more than 50% share of the overall market in terms of value.

The cross-platform and mobile advertising market has witnessed considerable developments from the competition perspective. Strategies such as collaborations, acquisitions, and expansions are chosen by key players to expand and sustain in the global cross-platform and mobile advertising market.

Some of the key vendors that are covered in this report named cross-platform and mobile advertising includes, Facebook Inc., Google, Inc., SAP SE, Apple, Inc., Microsoft Corporation, Verizon Digital Media Services, Inc., Amobee, Inc. (SingTel), 4INFO, AdColony, and Inmobi.

Key Questions Answered in the Report

  • What shape is the cross-platform and mobile advertising market expected to take in terms of the value during the study period?
  • How has the cross-platform and mobile advertising market evolved over the past four years?
  • What are the trends in the cross-platform and mobile advertising market?
  • What are the prevailing market dynamics in the cross-platform and mobile advertising market?
  • What are the key challenges, opportunities and improvement factors for market players in the global cross-platform and mobile advertising market?
  • What are the underlying macroeconomic and industry factors impacting the growth of the cross-platform and mobile advertising market?
  • How has the competition evolved in the cross-platform and mobile advertising market over the past few years?
  • What are the market positioning and key strategies of key platform providers in the global cross-platform and mobile advertising market?

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Key Segments

On the basis of advertisement type, the global cross-platform and mobile advertising market has been segmented into:

  • Search
  • Native Social
  • Display
  • Video
  • SMS
  • Audio

By platform, the global cross-platform and mobile advertising market has been segmented into:

  • Smartphones
  • Tablets
  • Desktops
  • Smart Televisions

On the basis of End User, the global cross-platform and mobile advertising market has been segmented into:

  • Small and Medium Enterprises
  • Large Enterprises

On the basis of end-use, the global cross-platform and mobile advertising market has been segmented into:

  • Telecom and IT
  • Finance & Insurance
  • Media & Entertainment
  • Retail
  • Healthcare & Social Assistance
  • Energy and Utility
  • Public Administration
  • Others

On the basis of region, the global cross-platform and mobile advertising market has been segmented into:

  • North America
  • Latin America
  • Europe
  • South Asia
  • East Asia
  • Oceania
  • Middle East and Africa

Frequently Asked Questions

How is the Cross-platform and Mobile Advertising Market Growing?

The cross-platform and mobile advertising market is predicted to grow at 21.3% CAGR through 2032.

Which Region Holds the Highest Revenue Potential in the Cross-platform and Mobile Advertising Market?

Middle East & Africa (MEA) cross-platform and mobile advertising market holds the highest revenue potential.

What is the Current Cross-platform and Mobile Advertising Market Size?

The cross-platform and mobile advertising market size is anticipated to be over US$ 230.83 Billion in 2022.

What is the Future Scope of Growth for the Cross-platform and Mobile Advertising Market?

The cross-platform and mobile advertising market is expected to surpass US$ 1591.85 Billion by 2032.

Table of Content

1. Executive Summary

     1.1. Market Overview

     1.2. Market Analysis

     1.3. FMI Analysis and Recommendations

     1.4. Wheel of Fortune

2. Market Introduction

     2.1. Market Definition

     2.2. Market Taxonomy

3. Global Cross-Platform and Mobile Advertising Market Background

     3.1. Macro-Economic Factors

            3.1.1. Worldwide ICT Spending (US$ Bn)

            3.1.2. Region-wise Mobile Contribution to GDP and Worldwide Internet Users

            3.1.3. Region Wise GDP in US$ Bn, 2013 – 2028

            3.1.4. GDP Growth Rate (%), 2017

            3.1.5. Population Growth Rate (&), 2017

            3.1.6. Worldwide Telecommunication Revenues, 2007-2015

     3.2. Market Dynamics

            3.2.1. Drivers

            3.2.2. Restraints

            3.2.3. Trends

            3.2.4. Opportunity

            3.2.5. Value Chain Analysis

     3.3. Forecast Factors – Relevance and Impact

4. Global Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     4.1. Market Size (US$ Mn) Analysis and Forecast

            4.1.1. Historical Market Size Analysis, 2013–2017

            4.1.2. Current Market Size Forecast, 2018–2028

                      4.1.2.1. Y-o-Y Growth Analysis

                      4.1.2.2. Absolute $ Opportunity Analysis

5. Global Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028 By Advertising Type

     5.1. Introduction / Key Findings

     5.2. Historical Market Size (US$ Mn) Analysis By Advertising Type, 2013–2017

     5.3. Current Market Size (US$ Mn)) Analysis By Advertising Type, 2018–2028

            5.3.1. Search

            5.3.2. Native Social

            5.3.3. Display

            5.3.4. Video

            5.3.5. SMS

            5.3.6. Audio

     5.4. Market Attractiveness Analysis By Advertising Type

6. Global Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028 By Platform

     6.1. Introduction / Key Findings

     6.2. Historical Market Size (US$ Mn) Analysis By Platform, 2013–2017

     6.3. Current Market Size (US$ Mn) Analysis By Platform, 2018–2028

            6.3.1. Smartphones

            6.3.2. Tablets

            6.3.3. Desktops

            6.3.4. Smart Televisions

     6.4. Market Attractiveness Analysis By Platform

7. Global Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028 By End User

     7.1. Introduction / Key Findings

     7.2. Historical Market Size (US$ Mn) Analysis By End User, 2013–2017

     7.3. Current Market Size (US$ Mn) Analysis By End User, 2018–2028

            7.3.1. Small and Medium Enterprises

            7.3.2. Large Enterprises

     7.4. Market Attractiveness Analysis By End User

8. Global Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028 By Vertical

     8.1. Introduction / Key Findings

     8.2. Historical Market Size (US$ Mn) Analysis By Vertical, 2013–2017

     8.3. Current Market Size (US$ Mn) Analysis By Vertical, 2018–2028

            8.3.1. Telecom and IT

            8.3.2. Finance & Insurance

            8.3.3. Media & Entertainment

            8.3.4. Retail

            8.3.5. Healthcare & Social Assistance

            8.3.6. Energy and Utility

            8.3.7. Public Administration

            8.3.8. Others

     8.4. Market Attractiveness Analysis By Vertical

9. Global Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028 By Region

     9.1. Introduction / Key Findings

     9.2. Historical Market Size (US$ Mn) Analysis By Region, 2013–2017

     9.3. Current Market Size (US$ Mn) Analysis By Region, 2018–2028

            9.3.1. North America

            9.3.2. Latin America

            9.3.3. Europe

            9.3.4. South Asia

            9.3.5. East Asia

            9.3.6. Oceania

            9.3.7. Middle East and Africa 

     9.4. Market Attractiveness Analysis By Region

10. North America Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     10.1. Introduction / Key Findings

     10.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     10.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

            10.3.1. By Country

                      10.3.1.1. U.S.

                      10.3.1.2. Canada

            10.3.2. By Advertising Type

            10.3.3. By Platform

            10.3.4. By End User

            10.3.5. By Vertical

     10.4. Market Attractiveness Analysis

            10.4.1. By Country

            10.4.2. By Advertising Type

            10.4.3. By Platform

            10.4.4. By End User

            10.4.5. By Vertical

     10.5. Drivers and Restraints: Impact Analysis

     10.6. Market Presence (Intensity Map)

11. Latin America Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     11.1. Introduction / Key Findings

     11.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     11.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

            11.3.1. By Country

                      11.3.1.1. Brazil

                      11.3.1.2. Mexico

                      11.3.1.3. Rest of Latin America

            11.3.2. By Advertising Type

            11.3.3. By Platform

            11.3.4. By End User

            11.3.5. By Vertical

     11.4. Market Attractiveness Analysis

            11.4.1. By Country

            11.4.2. By Advertising Type

            11.4.3. By Platform

            11.4.4. By End User

            11.4.5. By Vertical

     11.5. Drivers and Restraints: Impact Analysis

     11.6. Market Presence (Intensity Map)

12. Europe Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     12.1. Introduction / Key Findings

     12.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     12.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

                 12.3.1. By Country

                      12.3.1.1. Germany

                      12.3.1.2. Italy

                      12.3.1.3. France

                      12.3.1.4. U.K.

                      12.3.1.5. Spain

                      12.3.1.6. BENELUX

                      12.3.1.7. Russia

                      12.3.1.8. Rest of Europe

            12.3.2. By Advertising Type

            12.3.3. By Platform

            12.3.4. By End User

            12.3.5. By Vertical

     12.4. Market Attractiveness Analysis

            12.4.1. By Country

            12.4.2. By Advertising Type

            12.4.3. By Platform

            12.4.4. By End User

            12.4.5. By Vertical

     12.5. Drivers and Restraints: Impact Analysis

     12.6. Market Presence (Intensity Map)

13. South Asia Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     13.1. Introduction / Key Findings

     13.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     13.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

            13.3.1. By Country

                      13.3.1.1. India

                      13.3.1.2. Thailand

                      13.3.1.3. Indonesia

                      13.3.1.4. Malaysia

            13.3.1.5. Rest of South Asia

            13.3.2. By Advertising Type

            13.3.3. By Platform

            13.3.4. By End User

            13.3.5. By Vertical

     13.4. Market Attractiveness Analysis

            13.4.1. By Country

            13.4.2. By Advertising Type

            13.4.3. By Platform

            13.4.4. By End User

            13.4.5. By Vertical

     13.5. Drivers and Restraints: Impact Analysis

     13.6. Market Presence (Intensity Map)

14. East Asia Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     14.1. Introduction / Key Findings

     14.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     14.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

            14.3.1. By Country

                      14.3.1.1. China

                      14.3.1.2. Japan

                      14.3.1.3. South Korea

            14.3.2. By Advertising Type

            14.3.3. By Platform

            14.3.4. By End User

            14.3.5. By Vertical

     14.4. Market Attractiveness Analysis

            14.4.1. By Country

            14.4.2. By Advertising Type

            14.4.3. By Platform

            14.4.4. By End User

            14.4.5. By Vertical

     14.5. Drivers and Restraints: Impact Analysis

     14.6. Market Presence (Intensity Map)

15. Oceania Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     15.1. Introduction / Key Findings

     15.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     15.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

            15.3.1. By Country

                      15.3.1.1. Australia

                      15.3.1.2. New Zealand

            15.3.2. By Advertising Type

            15.3.3. By Platform

            15.3.4. By End User

            15.3.5. By Vertical

     15.4. Market Attractiveness Analysis

            15.4.1. By Country

            15.4.2. By Advertising Type

            15.4.3. By Platform

            15.4.4. By End User

            15.4.5. By Vertical

     15.5. Drivers and Restraints: Impact Analysis

     15.6. Market Presence (Intensity Map)

16. Middle East and Africa Cross-Platform and Mobile Advertising Market Analysis 2013–2017 and Forecast, 2018–2028

     16.1. Introduction / Key Findings

     16.2. Historical Market Size (US$ Mn) Analysis By Key Segments, 2013–2017

     16.3. Current Market Size (US$ Mn) Forecast By Country, 2018–2028

            16.3.1. By Country

                      16.3.1.1. GCC Countries

                      16.3.1.2. Turkey

                      16.3.1.3. Northern Africa

                      16.3.1.4. South Africa

                      16.3.1.5. Rest of MEA

            16.3.2. By Advertising Type

            16.3.3. By Platform

            16.3.4. By End User

            16.3.5. By Vertical

     16.4. Market Attractiveness Analysis

            16.4.1. By Country

            16.4.2. By Advertising Type

            16.4.3. By Platform

            16.4.4. By End User

            16.4.5. By Vertical

     16.5. Drivers and Restraints: Impact Analysis

     16.6. Market Presence (Intensity Map)

17. Emerging Countries Cross-Platform and Mobile Advertising Market Analysis 2015–2017 and Forecast, 2018–2028

     17.1. Market Value Analysis 2013-2017 and Forecast 2018-2028 by country

            17.1.1. China

            17.1.2. India

            17.1.3. Mexico

18. Market Structure Analysis

     18.1. Market Concentration by Tier Wise

     18.2. Market Concentration

19. Competition Analysis

     19.1. Competition Dashboard

     19.2. Competition Benchmarking

     19.3. Company Profiles (Details – Overview, Financials, Strategy, Recent Developments)

            19.3.1. Apple Inc.

            19.3.2. Alphabet Inc. (Google)

            19.3.3. Microsoft Corporation

            19.3.4. SAP SE

            19.3.5. 4INFO

            19.3.6. Verizon Communications, Inc.

            19.3.7. Facebook, Inc.

            19.3.8. Amobee, Inc.

            19.3.9. InMobi

            19.3.10. AdColony

20. Assumptions and Acronyms Used

21. Research Methodology

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