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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.

Mobile spend dominates, but nonmobile鈥攆ueled by CTV鈥攚ill surpass traditional this year. The mobile proportion of media ad spending will continue to increase through our forecast, and by 2027, it will account for two-thirds of the total. However, next year will be the first where digital nonmobile overtakes traditional spend.

The finserv sector has a higher-than-average mobile ad spend penetration, at 77.8% in 2023. To view the full forecast for mobile phone banking users, click here. The healthcare and pharma industry proves to be another example of regulatory restrictions. Like financial services, health and pharma digital ad spending is limited in Canada by regulation.

Key Question: After two years of rapid acceleration, how will total media, digital, and mobile ad spending fare in Latin America this year? KEY STAT: Five of the six Latin American countries we track will dominate this year鈥檚 top 10 in digital ad spending growth. Inflation will fuel Argentina鈥檚 growth figures, but gains elsewhere will be genuine.

The travel and retail industries will post healthy digital ad spending growth figures this year, but many other verticals we track will underperform compared with the national growth average. Next year is looking better for almost all of them.

This report is a guideline to help marketers understand retail media through market size estimates, growth projections, and analysis of the complex landscape of buyers, sellers, and intermediaries.

Mobile lock screens and home screens are emerging as a new way for publishers and media companies to connect consumers with customizable, functional, and frictionless content experiences that look like TV but act like mobile.

Gaming on smartphones saw declines for key metrics in 2022, putting a wrinkle in a growth trend that nearly dates back to the launch of app stores. Read on for figures that highlight what鈥檚 changing, and how these changes might impact user acquisition.

Mobile and video formats will be key to a recovering ad market in the years ahead.

On today's podcast episode, we discuss what's fueling the social ad spending upswing and what to watch from each of the major social platforms. "In Other News," we talk about advertisers' level of caution in returning to X (formerly Twitter) and why New York City is suing the social media giants. Tune in to the discussion with our analysts Minda Smiley and Max Willens.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

On today's podcast episode, we discuss whether Uber's business is actually sustainable, how many Americans use ride-hailing apps, and what the ad opportunity is. "In Other News," we talk about whether there will be more鈥攐r fewer鈥攕elf-checkout options by the end of next year and whether the world is ready to accept humanoid robots used by Amazon. Tune in to the discussion with our analyst Yory Wurmser.

We're talking ad spend again, we're talking about mobile ad spend specifically. What share of all advertising dollars in the US, or the UK for Carina, are spent on mobile? What share of advertising dollars in the US or UK are spent on mobile? Carina Perkins:. That's all advertising, not just digital? Marcus Johnson:. Total. Yes, indeed. Yep. Good clarifier.