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This category relies heavily on display (65.7%) and mobile ad spend (67.8%). This was originally featured in the Ä¢¹½AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Capturing 88% of search traffic and 65.8% of browser use, Google shapes digital activity, though rising AI competitors and regulatory risks may challenge its supremacy.

That rapidly shifted in line with broader mobile ad spending trends to the point that mobile now accounts for about 8 in 10 programmatic advertising dollars. CTV has now surpassed the desktop/laptop share of spending. One of the big growth engines for programmatic ad spending in the UK is coming from CTV.

Mobile ad spending will account for 66.0% of total digital ad spend in 2024, despite only 50.3% of the total time spent with digital media being on mobile. Mobile apps will generate 82.0% of that mobile ad spend. Hybrid monetization models will grow.

We expect in-store tap-and-pay transactions to contribute 58% of that mobile spend, with internet-based (wallet, app, and browser) smartphone retail sales making up the remainder. To view the full forecast, click here. Digital wallet sales growth will benefit from newly introduced features that boost user loyalty and purchase conversion.

AppLovin's Axon engine drives ad success: Its AI-powered product boosted software platform revenues by 66% year over year.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

By comparison, the top two ranking industries by mobile ad spending share, entertainment and telecom, will put 73.5% and 72.1%, respectively, into ads on mobile devices. Mobile ad spending growth is slowing. This industry will spend $10.92 billion on mobile advertising in 2023, up 11.0% YoY. But growth will dip to 6.7% in 2024 and 6.9% in 2025.

But it’s dropping as a share of total mobile ad spending, accounting for only 18.2% of mobile spend in 2023. That, combined with reduced targeting abilities thanks to the deprecation of cookies, could mean lower prices. The rapid growth in grocery app users could feed the retail media craze. With grocery apps growing extremely fast, they could become an even bigger part of mobile strategy for brands.

Apple’s privacy changes have pushed more mobile ad dollars into programmatic direct. Although its AppTrackingTransparency (ATT) has hampered the ad businesses of major platforms like Meta, smaller publishers and apps are worse off.