蘑菇AV

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.

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.

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.

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.

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

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.

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

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.

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.

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.

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.

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.

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.

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

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.

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.