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On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 mobile trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss how shoppable media will evolve on mobile devices, where mobile ad dollars are moving to, and why foldable phones are here to stay. Tune in to the discussion with our analysts Peter Newman, Andrew Spink, and Yory Wurmser.

Social media is overwhelmingly consumed on mobile devices, and thus social network ad spending mostly qualifies as mobile ad spending. Industries like travel that deprioritize social typically show less of a slant toward mobile devices as well. Healthcare and pharma is the only industry that spends a lower share on mobile than travel.

搁别迟补颈濒鈥檚 mobile ad spending will be restrained this year. In 2024, retail mcommerce sales will increase 12.7% YoY compared with 8.7% for overall ecommerce. But retail mobile ad spending will increase by a slightly lower rate of 11.6%.

Click here to view our full forecast for US financial services industry mobile ad spending. A diversified mobile advertising strategy gives payment providers visibility no matter what consumers are doing. Payment companies are no strangers to cross-selling within their own apps.

US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.

US adults will spend 10.6% of their mobile time playing games this year, per our forecast. But we expect just 3.9% of US mobile ad spend will go to the category in 2023.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

Mobile ad spending is less of a focus in healthcare and pharma than in other sectors. Healthcare and pharma will spend $12.61 billion on mobile advertising this year, up 13.9% YoY. Spending has increased at double-digit rates for several years. But we project that growth will slow in 2025 and 2026 (5.7% and 8.3%, respectively).

Mobile ad spend in Southeast Asia hit $9.1 billion in 2023, yet only 51% of businesses in the region plan to adopt fraud detection tools despite heavy reliance on mobile apps. How it works: Fraudsters use a mix of sophisticated and simple methods to circumvent filters and farm impressions. Fake installs and event spoofing distort marketing data.

This is the first installment of our annual 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our annual 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Click here to view our full forecasts for US CPG industry mobile ad spending and US CPG industry nonmobile ad spending. CPG鈥檚 mobile preference owes partly to it favoring social media advertising more than most industries.