In-app mobile adspend will reach almost US$17bn by 2018, up from $3.5bn last year, a new report – Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018 – from Juniper Research has found.
According to the report, reasons for the growth in the US will be driven by several key factors including 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.
Author of the report, Sian Rowland 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 exceed display ad spend in apps by 2018.