Mobile Marketing Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Component (Platform and Services), By Channel (Messaging, Push Notifications, Mobile Emails, Quick Response (QR) Code, and Others), By Organization Size (SMEs and Large Enterprise), By Vertical (Retail and E-Commerce, Travel & Logistics, Automotive, BFSI, Telecom & IT, and Others) By Region, and By Competition 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 20.29 Billion
CAGR (2026-2031)	17.46%
Fastest Growing Segment	Services
Largest Market	North America
Market Size (2031)	USD 53.28 Billion

Market Overview

The Global Mobile Marketing Market will grow from USD 20.29 Billion in 2025 to USD 53.28 Billion by 2031 at a 17.46% CAGR. Mobile marketing is defined as a multi-channel digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and other mobile devices through channels such as websites, email, SMS, social media, and mobile applications. The primary drivers fueling the expansion of this market include the ubiquitous adoption of internet-enabled smartphones and the widespread deployment of high-speed network infrastructure, particularly 5G technology. These technical advancements have fundamentally shifted consumer behavior, leading to increased media consumption on handheld devices and creating a fertile environment for advertisers to engage users with location-based and personalized content.

Despite this robust growth trajectory, the market faces a significant challenge in the form of stringent data privacy regulations and the deprecation of third-party cookies, which complicate audience targeting and campaign measurement for advertisers. Regulatory frameworks and operating system updates now require explicit user consent for tracking, thereby limiting the granularity of consumer data available to marketers. To illustrate the immense economic scale underpinning this sector, according to the GSMA, in 2025, mobile technologies and services generated approximately $6.5 trillion in economic value added, representing 5.8% of the global GDP. This substantial economic footprint highlights the critical role mobile connectivity plays in the broader commercial landscape.

Key Market Drivers

The integration of artificial intelligence and machine learning serves as a primary catalyst for the industry, enabling hyper-personalization that was previously unattainable. Marketers leverage these technologies to analyze real-time user data, predicting consumer intent to deliver tailored messages across mobile interfaces. According to Salesforce, May 2024, in the 'State of Marketing' report, 75% of marketing organizations have now experimented with or fully implemented AI into their workflows to optimize campaign performance and personalization. This high rate of adoption allows brands to automate complex decision-making processes, ensuring that mobile users receive contextually relevant advertisements that significantly improve engagement rates and conversion outcomes while reducing wasted ad spend.

Concurrently, the proliferation of social media and content consumption on handheld devices dictates where advertisers allocate substantial portions of their budgets. As user attention shifts toward immersive formats like short-form video within social applications, brands are prioritizing these channels to maintain visibility and relevance. According to the Interactive Advertising Bureau (IAB), April 2024, in the 'Internet Advertising Revenue Report: Full Year 2023', social media advertising revenue witnessed a resurgence, growing 8.7% year-over-year to reach $64.9 billion. This trend underscores the critical nature of digital channels, a sentiment reinforced by broader investment patterns; according to Dentsu, in 2024, digital advertising is projected to account for 59.6% of total global advertising spend, driven largely by mobile connectivity.

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Key Market Challenges

The enforcement of stringent data privacy regulations and the deprecation of third-party cookies represent a formidable obstacle to the growth of the Global Mobile Marketing Market. This regulatory tightening disrupts the ecosystem's reliance on precise consumer tracking and behavioral targeting, which have long been the primary value drivers for mobile advertisers. As operating systems restrict access to device identifiers and legal frameworks mandate explicit user consent, marketers face a severe reduction in the granularity of actionable data. This signal loss degrades the ability to attribute conversions accurately and optimize campaigns in real-time, resulting in diminished return on investment and forcing brands to reconsider their allocation of resources toward mobile channels.

The magnitude of this disruption is evident in recent industry sentiment regarding data availability. According to the Interactive Advertising Bureau (IAB), in 2024, approximately 95% of advertising decision-makers anticipated continued signal loss due to evolving legislation, while two-thirds expected further restrictions to reduce their capacity to personalize consumer messaging. This prevailing uncertainty drives up the cost of customer acquisition and complicates the measurement of campaign effectiveness. As advertisers grapple with compliance barriers and opaque performance metrics, the market experiences operational friction that directly impedes the seamless expansion of mobile advertising revenues.

Key Market Trends

The growth of in-game and rewarded mobile video advertising is fundamentally reshaping monetization strategies as developers move beyond direct consumer spending to hybrid models. This format leverages a value-exchange mechanism where players voluntarily consume video advertisements to receive virtual goods or gameplay advantages, significantly enhancing user retention and ad tolerance compared to intrusive display formats. This shift is substantiated by robust adoption rates among developers seeking stable revenue streams amidst fluctuating in-app purchase volumes. According to Unity, March 2024, in the '2024 Unity Gaming Report', in-app advertising revenue experienced a substantial surge, increasing 26.7% year-over-year as studios broadened their monetization mixes to offset economic headwinds.

Simultaneously, the rise of programmatic audio advertising in podcasts and music apps is allowing brands to reach mobile users during screen-free moments such as commuting or exercising. This trend utilizes automated technology to insert targeted messages dynamically into audio streams, offering marketers precise audience segmentation capabilities previously limited to visual digital channels. The efficacy of this medium is driving significant investment, particularly as audio content consumption on smartphones becomes increasingly habitual. According to the Interactive Advertising Bureau (IAB), April 2024, in the 'Internet Advertising Revenue Report: Full Year 2023', digital audio advertising revenue grew 18.9% year-over-year to reach $7.0 billion, highlighting the sector's rapid expansion relative to other digital formats.

Segmental Insights

The Services segment is anticipated to register the fastest growth in the global mobile marketing market due to the rising corporate demand for specialized expertise in campaign management and execution. As enterprises increasingly rely on external providers to navigate complex digital ecosystems, the need for consulting, integration, and managed support intensifies. This trend is further accelerated by the necessity to adhere to evolving industry standards, such as those established by the Mobile Marketing Association, ensuring effective strategy implementation. Consequently, organizations prioritize professional services to optimize mobile engagement and maximize return on investment.

Regional Insights

North America maintains a dominant position in the global mobile marketing market, primarily driven by high smartphone penetration and widespread high-speed internet accessibility in the United States and Canada. The region benefits from a well-established digital ecosystem where businesses allocate substantial resources toward mobile advertising to leverage the mature e-commerce sector. Furthermore, the presence of major technology corporations facilitates the continuous expansion of digital advertising platforms. These factors create a highly conducive environment for mobile marketing revenue generation compared to other global regions.

Recent Developments

• In June 2025, InMobi Advertising unveiled the InMobi Buyer Hub, a new self-service platform designed to empower media buyers with advanced curation capabilities. The solution integrated agentic AI to streamline the creation of high-quality programmatic deals and provided direct access to premium mobile-first inventory. This launch marked a significant shift in how agencies, retail media networks, and demand-side platforms engaged with supply, offering enhanced transparency and operational efficiency. The platform also enabled buyers to leverage first-party data alongside proprietary contextual signals for precision targeting, ensuring robust ad quality and privacy compliance across mobile campaigns.
• In October 2024, Unity released its Mobile Growth and Monetization Report, which provided critical insights into the evolving landscape of mobile gaming and app advertising. The research highlighted that global ad engagement had increased by 3.2% year-over-year, indicating a growing user willingness to interact with in-app advertisements. The findings also revealed that advertisers were diversifying their user acquisition strategies by combining ad revenue and hybrid return on ad spend optimizations. Furthermore, the report emphasized the effectiveness of offerwalls, noting that users acquired through this format exhibited significantly higher retention rates compared to those from other channels.
• In May 2024, The Trade Desk announced an expanded collaboration with Disney to enhance programmatic advertising capabilities across the entertainment giant's portfolio. Through this partnership, the advertising technology company integrated its OpenPath technology directly with Disney's Real-Time Ad Exchange. This direct integration allowed advertisers to access premium video inventory, including connected TV and mobile environments, with greater scale and reduced friction. The agreement aimed to meet the growing demand for addressable advertising by enabling brands to leverage proprietary audience data and behavioral signals for more precise campaign optimization and improved performance measurement.
• In May 2024, TikTok introduced a new suite of advertising solutions designed to help businesses maximize their creative output and performance on the mobile platform. The company launched TikTok One, a centralized hub that consolidated various creative tools and provided access to a vast network of creators and production partners. Additionally, new performance automation features were rolled out, utilizing predictive artificial intelligence to optimize bidding and budgeting for campaign objectives such as sales and app installs. These updates were aimed at streamlining the ad creation process and improving return on investment for mobile marketers globally.

Key Market Players

• Google LLC
• Facebook, Inc.
• Apple Inc.
• Amazon.com, Inc.
• Twitter, Inc.
• Adobe Inc.
• Salesforce.com, Inc.
• IBM Corporation
• Oracle Corporation
• SAP SE

By Component	By Channel	By Organization Size	By Vertical	By Region
Platform and Services	Messaging Push Notifications Mobile Emails Quick Response (QR) Code and Others	SMEs and Large Enterprise	Retail and E-Commerce Travel & Logistics Automotive BFSI Telecom & IT and Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Mobile Marketing Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Mobile Marketing Market, By Component:

• Platform and Services

• Mobile Marketing Market, By Channel:

• Messaging
• Push Notifications
• Mobile Emails
• Quick Response (QR) Code
• and Others

• Mobile Marketing Market, By Organization Size:

• SMEs and Large Enterprise

• Mobile Marketing Market, By Vertical:

• Retail and E-Commerce
• Travel & Logistics
• Automotive
• BFSI
• Telecom & IT
• and Others

• Mobile Marketing Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE