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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.

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.

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

Apple鈥檚 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.

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鈥檚 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.

Mobile ad spending, like retail media ad spending, went from $1.7 million to $40.8 billion in 5 years, from 2011-2016. In terms of the shift in ad dollars, the meteoric rise of retail media today parallels the mobile advertising revolution over a decade ago.

Mobile ad spending for CPG is forecast at $33.94 billion, significantly higher than media and entertainment at $22.62 billion and healthcare and pharma at $12.06 billion. CPG鈥檚 nonmobile ad spending is estimated to reach $14.86 billion, less than half of the retail industry's $31.86 billion. Search ad spending for the CPG industry is slated at $19.53 billion, compared with $39.85 billion for retail.

The retail industry is still playing catch-up on mobile ad spending. Mobile ad spending growth remains roughly in line with the average. Retail spends the most in dollar terms on mobile ads due to its sheer size: $46.68 billion in 2023, growing to $59.06 billion in 2025.

Mobile ad spending growth will exceed digital growth in the region for years to come, but only by a little bit each year. In an almost universally underdeveloped ad space, Indonesia remains the market with the most promise. If Indonesia had a digital ad market commensurate with its ecommerce market, it would produce billions more in ad spending per year.

But it鈥檚 also welcome news for Google and Meta, which are competing with Apple for mobile app ad spend. 2. Video content boosts time spent on social media. This year, we expect US social network users to spend an average of 1 hour and 46 minutes across all the platforms they use, up from 1 hour and 23 minutes in 2019 (before the pandemic spike in social media activity).

Overall US mobile ad spend will grow 14.4% this year, reaching $202.59 billion. Impact of the prediction:. Google鈥檚 deprecation of third-party cookies will change the mobile browsing experience, Newman said.

Even with privacy headwinds, companies have found innovative methods for targeting and attribution, such as Meta鈥檚 AI-powered Advantage+, that will continue to boost mobile ad spend. Hybrid monetization strategies will grow. Even so, app and media companies are looking to diversify revenue streams.

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

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. Digital wallet sales growth will benefit from newly introduced features that boost user loyalty and purchase conversion. Commerce management tools incentivize consumers to centralize purchasing within their wallet of choice.

More than 90% of time spent on mobile is in apps, but only 81.8% of mobile ad spend will go to in-app placements this year. Why? Because about a quarter of 鈥渙ther鈥� activities still occur on the web, including much of mobile shopping. The web also still has life on desktop.

But we expect just 3.9% of US mobile ad spend will go to the category in 2023. The hesitation: Gamers are savvy internet users, so in-game ads need to target the specific game and platform where they鈥檙e featured. Gamers also tend to be young: Penetration is highest among people in the US ages 18 to 24 (75.0%) and 12 to 17 (71.9%), per our forecast.

鈥淲e expect mobile ad spend to reach about $194 billion in the US in 2023. This is accounting for any type of economic slowdown we've had so far鈥攁nd [that] we expect,鈥� said our analyst Yory Wurmser on a recent webinar. Mobile AR advertising will grow from $4.1 billion in 2022 to reach nearly $10 billion by 2026, according to Artillery Intelligence. Social media and gaming will drive this trend. 2.

In 2023, healthy growth for display and mobile ad spending (15.0% and 16.5%, respectively) will help maintain digital鈥檚 momentum. Prediction. The greater emphasis on digital will drive companies to implement more mobile-only strategies that meet consumers where they are.

Mobile ad spending in India will grow by 27.8% in 2023, which only slightly outpaces growth for digital overall. This could be due to the lower-than-average smartphone adoption rate among internet users (80.2%). Total media ad spending growth in Southeast Asia is at parity with growth worldwide.

Mobile ad spending is set to increase year by year, even though mobile鈥檚 share of time spent is now declining. How Our Forecasts Account for Multitasking.