In-app mobile adspend to reach $16.9 billion by 2018
In-app mobile adspend is expected to reach $16.9bn by 2018, up from $3.5bn in 2013, research from Juniper Research has found.
The report, Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018, also suggests that the tablet/smartphone adspend split will be almost 50/50 by 2018.
Reasons for the predicted increase in adspend include improved targeting capabilities, as well as a trend for more effective interactive rich media ads to be deployed in preference to traditional static display advertising.
The majority of in-app advertising expenditure is likely to be spent on advertising with social mobile companies such as Facebook and Twitter.
Sian Rowland, author of the report, said: “As the mobile advertising industry matures, more sophisticated advertising solutions are being installed by leading players, with a clear trend towards utilising location-based advertising to drive greater relevance.
“These new technologies and formats will benefit stakeholders across the mobile advertising value network.”
The report also suggested that rich media ad spend will surpass display ad spend in apps by 2018.