Analysts from Juniper Research have claimed that marketers could be spending as much as $16.9 billion (£10.3 billion) on in-app mobile advertising by 2018, according to thedrum.com. This represents a significant increase from 2013, when just $3.5 billion (£2.1 billion) was spent.
The study, entitled Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018, went on to predict that firms will, in five years’ time, be splitting their expenditure equally between tablet devices and smartphones.
The expected rise has been put down to a number of factors, including the popularity of rich, interactive ads and improved capabilities when it comes to targeting consumers effectively.
Sian Rowlands, one of the report’s authors, was quoted by businessandleadership.com as saying: “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.”
According to the report, marketers will, for the first time, be spending more on rich media advertising than static display ads by the end of the five-year period. Furthermore, Juniper’s researchers have said that while app downloads are likely to increase steadily leading up to 2018, most in-app ad spending will be focused on social channels such as Twitter and Facebook.
