蘑菇AV

In-app ads will drive US mobile ad spending past $200 billion in 2024.

In 2026, 39.5% of all mobile ad spending will be for video ads alone, slightly more than search鈥檚 38.3% share. Over 80% of mobile ad spending will be in apps this year. Social platforms are a big reason for this lopsided split. They will generate 43.0% of all mobile ad spending and 52.1% of in-app ad spending.

This focus, along with the rise in mobile video consumption (particularly on YouTube), is driving the shift to mobile ad spending. The triopoly of Google, Meta, and Amazon dominates digital advertising. It will account for 71.5% of all digital ad spending in 2025. We expect that to decline marginally each year through the end of our forecast period. Index of Benchmarks.

Mobile ad spending reaches $203 billion: Desktop grows steadily, but its share falls below 25%, reflecting the continued platform shift.

Mobile in-app ad spending is projected to grow even faster, rising 12.6% in 2025 to nearly $190 billion. By 2029, mobile will make up nearly 68% of total digital ad spending in the US, climbing from 66% this year. Yes, but: Under current conditions, total mobile ad spending in the US is expected to expand over 12% this year.

AppLovin now commands a notable share of mobile ad spending. It ranks as the third-largest mobile gaming in-app advertising network behind Google and Meta, according to Naavik. Its scale allows it to compete with industry giants while offering specialized solutions tailored to mobile-first advertisers and developers.

Click here to view our full forecasts for US time spent per day with mobile devices and US mobile ad spending. Time spent with CTV has boomed far faster than CTV ad spending has. Marketers aren鈥檛 blind to CTV鈥檚 emergence: Ad spending increased by 21.7% last year and will grow 13.2% this year. However, that will still leave the ad industry in catch-up mode with consumers.