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Cross platform and mobile advertising is a division of online advertising. Mobile advertisement is a good substitute for traditional advertisement methods such as televisions, newspapers and others. Mobile advertisement provides compatibility across several platforms, which require less maintenance and budget to maintain their platforms. Thus, cross-platform and mobile advertising is efficient as it helps companies to reach customers on various devices such as smartphones, laptops, tablets, and others. Cross marketing is cross-platform in which advertisement or promotion is done by using the latest techniques and trends such as social media and smartphones. There are some popular and most effective platforms available for advertising such as search engines, shopping portals, and social networking sites. These platforms are used to help companies to retrieve information about consumer interest, choices, and their behaviors. These factors are expected to drive market growth during the forecast period.

Factors driving growth of the cross platform and mobile advertising market

The global cross platform and mobile advertising market is expected to witness significant growth during the forecast period (2021–2028). This is attributed to the evolution of 4G and 5G technologies, increasing adoption of consumer electronics such as smartphones, tablets, and others which further increases the penetration of the internet across the globe. For instance, according to Coherent Market Insights’ analysis, in China, the penetration of smartphones increased from 676.5 million in 2017 to 782.3 million in 2020. Moreover, consumers are depending on multiscreen for online shopping, and most of their media time are spent on smartphones, tablets, laptops, and smart televisions. All these consumer behavior patterns created lucrative opportunities for the cross and mobile advertising platform. These platforms help companies to retarget their customers on multiple devices through advertisement. Changing consumer preferences for advanced technology and penetration of internet is expected to contribute to market growth in the future. Furthermore, growth in promotional platforms such as social media and online shopping portals also increases the global cross-platform and mobile advertising market growth. For instance, according to Coherent Market Insight Analysis, 3,940 million people are actively using social media across the world compared to 3,470 million in 2019. However, major concerns related to security and privacy are expected to hamper market growth during the forecast period.

Regional analysis of cross platform and mobile advertising market

On the basis of region, the market is segmented into North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa. North America is expected to account for the largest market share during the forecast period owing to the presence of major companies such as Google, Apple, Inc., Microsoft, and many others. This is attributed to rise in disposable income and urbanization in the region. The rising demand for new technology premium 5G smartphones and high adoption of 5G network generates the demand for cross and mobile advertising in the region. For instance, according to Coherent Market Insight’s report, the number of smart phone users in the U.S. increased from 209.5 million in 2016 to 273.3 million in 2020.

The market in Asia Pacific is also expected to witness significant market growth owing to high growth and internet penetration in the region. For instance, according to Coherent Market Insights Analysis, the number of internet users in India has reached 696.8 million in 2020 from 422.3 million users in 2017. The growing number of internet users created huge demand for cross and mobile platform to analyze the behavior of the consumer and increases the region growth during the forecast period.

Key Developments:

  • In January 2021, Amazon.com, Inc., a U.S.-based e-commerce company, launched prime video mobile edition for Indian users. Prime video mobile edition is a single-user mobile plan that provides SD quality streaming to customers.
  • In July 2018, Flipkart, an India-based e-commerce company, collaborated with Hotstar, a subsidiary of The Walt Disney Company, and launched video advertisement platform named Shopper Audience Network. The new platform enables brands to place personalized advertisement through video advertisement on Hotstar.

Key players in the Cross Platform and Mobile Advertising Market   

Key players operating in the cross platform and mobile advertising market are Microsoft, Amazon.com, Inc., Cadent, Flipkart, Apple Inc., Amobee, Inc., Yahoo!, Google, Nokia, Facebook, Inc., Alphabet, SAP, Millennial Media LLC., InMobi, Flytxt, and Jumptap, Inc.

Segmentation of the Cross Platform and Mobile Advertising Market

The cross platform and mobile advertising market is segmented on the basis of platform type, solution, advertisement type, organization size, vertical, and region.

  • On the basis of platform type, the cross platform and mobile advertising market is segmented into:
    • Mobile Advertising Platform
    • Cross-Platform Advertising
  • On the basis of solution, the cross platform and mobile advertising market is segmented into:
    • Advertisement Campaign Solutions
    • Content Delivery Solutions
    • Integrated Solutions
    • Reporting And Analytics Solutions
    • Mobile Proximity Solutions
    • Others
  • On the basis of advertisement type, the cross platform and mobile advertising market is segmented into:
    • Search Advertising
    • Short Message Service
    • Rich Media
    • Display Advertising
    • In-Game Advertising
    • Mobile Digital Coupons
    • In-App Advertising
  • On the basis of organization size, the cross platform and mobile advertising market is segmented into:
    • Small And Medium-Scale Enterprises (SMEs)
    • Large Enterprises
  • On the basis of vertical, the cross platform and mobile advertising market is segmented into:
    • Retail
    • Telecom
    • Banking, Financial Services, And Insurance (BFSI),
    • Media and Entertainment
    • Transportation
    • Supply Chain and Logistics
    • Healthcare
    • Energy, Power, and Utilities
  • On the basis of region, the cross platform and mobile advertising market is segmented into:
    • North America
    • Europe
    • Asia Pacific
    • Latin America
    • Middle East and Africa
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Research Methodology

Coherent Market Insights followsa comprehensive research methodology focused on providing the most precise market analysis. The company leverages a data triangulation model which helps company to gauge the market dynamics and provide accurate estimates. Key components of the research methodologies followed for all our market reports include:

  • Primary Research (Trade Surveys and Experts Interviews)
  • Desk Research
  • Proprietor Data Analytics Model

In addition to this, Coherent Market Insights has access to a wide range of the regional and global reputed paid data bases, which helps the company to figure out the regional and global market trends and dynamics. The company analyses the industry from the 360 Degree Perspective i.e. from the Supply Side and Demand Side which enables us to provide granular details of the entire ecosystem for each study. Finally, a Top-Down approach and Bottom-Up approach is followed to arrive at ultimate research findings.


Data Triangulation Methodology | Coherent Market Insights

Coherent Market Insights desk research is based on a principle set of research techniques:

  • National level desk research: It Includes research analysis of regional players, regional regulatory bodies, regional trade associations, and regional organization.
  • Multinational level desk research: The research team keeps a track of multinational players, global regulatory bodies, global trade associations, and global organization.

Coherent Market Insights has a large amount of in-house repository of industry database. This is leveraged as a burner for initiating a new research study. Key secondary sources include:

  • Governmental bodies, National and international social welfare institutions, and organizations creating economic policies among others.
  • Trade association, National and international media and trade press.
  • Company Annual reports, SEC filings, Corporate Presentations, press release, news, and specification sheet of manufacturers, system integrators, brick and mortar - distributors and retailers, and third party online commerce players.
  • Scientific journals, and other technical magazines and whitepapers.

Market Analysis | Coherent Market Insights

Preliminary Data Mining

The raw data is obtained through the secondary findings, in house repositories, and trade surveys. It is then filtered to ensure that the relevant information including industry dynamics, trends, and outlook is retained for further research process.

Data Standardization

Holistic approach is used to ensure that the granular and uncommon parameters are taken into consideration to ensure accurate results. The information from the paid databases are further combined to the raw data in order to standardize it.

Coherent Statistical model

We arrive at our final research findings through simulation models. Coherent Data Analytics Model is a statistical tool that helps company to forecast market estimates. Few of the parameters considered as a part of the statistical model include:

  • Micro-economic indicators
  • Macro-economic indicators
  • Environmental indicators
  • Socio-political indicators
  • Technology indicators

Data Processing

Once the findings are derived from the statistical model, large volume of data is process to confirm accurate research results. Data analytics and processing tools are adopted to process large chunk of collected informative data. In case, a client customizes the study during the process, the research finding till then are benchmarked, and the process for new research requirement is initiated again.

Data Validation

This is the most crucial stage of the research process. Primary Interviews are conducted to validate the data and analysis. This helps in achieving the following purposes:

  • It provides first-hand information on the market dynamics, outlook, and growth parameters.
  • Industry experts validates the estimates which helps the company to cement the on-going research study.
  • Primary research includes online surveys, face-to face interviews, and telephonic interviews.

The primary research is conducted with the ecosystem players including, but not limited to:

  • Raw Material Suppliers
  • Manufacturers
  • System Integrators
  • Distributors
  • End-users

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