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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.

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%.

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.

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).

US mobile in-app ad spend will grow 13.8% this year to reach $190.57, 82.6% of total mobile ad spend, per our January 2025 forecast. Use this chart: Marketers can use this chart to highlight the need to rethink the mobile app ad experience by potentially reducing ad frequency or using non-disruptive ad formats. They can also use it to justify investment in connected TV (CTV) advertising.

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.

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.

Click here to view our full forecasts for US mobile ad spending share, by industry and US nonmobile ad spending share, by industry. A handful of industries do not align with the national mobile versus nonmobile share splits, given the products and services they offer:.

We expect mobile ad spending in the region to grow by 18.4% to $17.74 billion this year, and increase between roughly $2.50 billion to $3.00 billion every year through 2028. Mexico will be one of five mobile ad markets worldwide鈥攁nd the only one in Latin America鈥攚here mobile ad spending will increase by more than 20% this year.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: T-Mobile, Verizon, and AT&T are in various stages of launching satellite messaging services, extending mobile connectivity into remote areas. Key takeaway: Satellite-cellular convergence opens new paths for targeted ads. As T-Mobile, Verizon, Apple, and others build out skyward networks, marketers gain access to previously unreachable users in creative ways. Marketers should prepare for a world without dead zones. With satellite connectivity becoming widespread, it could unlock new inventory, audiences, and high-intent use cases鈥攅specially for premium segments.

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