While overall digital ad growth booms, the driver of much of that growth is mobile. According to a recent eMarketer report, spending on mobile advertising will grow to $14.9 billion in 2014 – a 56 percent increase over last year. By 2017, the firm expects the sector to grow to $35.6 billion. Another study from Berg Insight predicts that mobile advertising will make up 5.9 percent of the total global ad spend by 2018. And a majority of that growth seems to be coming from a very specific type of mobile ad – the in-app ad. A new report from Juniper Research predicts in-app advertising will hit $17 billion by 2018. That’s up from $3.5 billion spent in 2013. As Rebecca Grant notes for VentureBeat, that means that in-app advertising is the fastest growing part of the fastest growing segment of digital advertising. Why? As Grant writes, “Within the world of mobile advertising, experts view in-app advertising as the future… Consumers would rather see ads than pay for apps, however banner ads are easy to ignore, and interruptive ads are irritating.”
- In-App Ads Fastest Growing Sector of Mobile Advertising (VentureBeat)
- Berg: Mobile Ad and Marketing Market to Break £23bn in 2018 (Mobile Marketing Magazine)
- Mobile Will Account For 5.9 Percent of the Total Global Ad Spend in 2018 (Berg Insight)
- In-app mobile ad spend to reach $16.9 billion by 2018 (The Drum)
- Spend on In-App Advertising Set to Rocket (Information Age)
- Across Industries, Mobile Ad Spend Increases Dramatically (eMarketer)
- Most Digital Ad Growth Now Goes to Mobile as Desktop Growth Falters (eMarketer)
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