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EMARKETER

Mobile Advertising 2024

Video Ads Help Apps Increase Their Dominant Share

Report by Yoram Wurmser  |  Mar 26, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
A strong user experience makes apps a natural fit for advertisers
Apps host a dominant share of mobile ads
App install spending bounces back from a tepid 2023
Social media and streaming apps drive rapid growth in video ads
Over half of mobile advertising will be native in 2024
What does this all mean for advertisers?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
In-app ads will drive US mobile ad spending past $200 billion in 2024.
Topics
Mobile Ad Spending
Mobile Advertising
United States
Table of Contents
Executive Summary
A strong user experience makes apps a natural fit for advertisers
Apps host a dominant share of mobile ads
App install spending bounces back from a tepid 2023
Social media and streaming apps drive rapid growth in video ads
Over half of mobile advertising will be native in 2024
What does this all mean for advertisers?
Insider Intelligence Interviews
Sources
Media Gallery

US mobile ad spending will cross $200 billion this year, representing over half (51.2%) of total media dollars spent in the US and nearly two-thirds (66.0%) of digital ad dollars. The vast majority of mobile ad spending will take place in apps.

Key Question: Where is mobile advertising growing most quickly?

In-App Advertising Continues to Drive the Growth of Mobile Ad Spending
E-Mail ChartDownload

Key Stat: Apps will reach a dominant 81.9% share of mobile ad spending this year, but mobile web advertising also continues to add more dollars each year.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. A strong user experience makes apps a natural fit for advertisers
    3. Apps host a dominant share of mobile ads
    4. App install spending bounces back from a tepid 2023
    1. Social media and streaming apps drive rapid growth in video ads
    2. Over half of mobile advertising will be native in 2024
    3. What does this all mean for advertisers?
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    In-App Advertising Continues to Drive the Growth of Mobile Ad SpendingApp Install Ad Spending Will Regain Steam in 2024 After a Dip in Growth in 2023
    Apple's Privacy Rules Have Helped Its App Install Business GrowIn-App Video Ad Spending Captures Over a Third of Total Mobile Ad Spending
    Native Display Ad Spending Dominates Mobile Advertising

    Interviewed for This Report

    Lashanne Phang
    PubMatic
    Global Business Lead, Mobile Apps and Native
    Interviewed January 25, 2024
    Adam Smart
    AppsFlyer
    Director of Product, Gaming
    Interviewed February 14, 2024

    authors

    Yoram Wurmser

    Contributors

    Ross Benes
    Senior Analyst
    Peter Newman
    Director, Forecasting
    Max Willens
    Senior Analyst
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