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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 advertising will account for 57.1% of the industry鈥檚 digital ad budgets in 2024.

Social network advertising and mobile advertising are interrelated. This year, nearly 97% of social media ad spending will be mobile, and social will make up 43.5% of mobile advertising. The correlation is complicated, however, by the role of age, tech-savviness, and the path to purchase for the different industries.

A possible partnership would bring AI-native search to millions, challenge Google鈥檚 dominance, and push Samsung ahead in the on-device AI race.

The industry will spend $24.76 billion on mobile advertising in 2024 as everyone, from credit card issuers to peer-to-peer providers, focuses on building out mobile experiences. 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.

Retail鈥檚 shift to mobile advertising will trail mcommerce growth in 2024. Retail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%.

40.6% of US adults have researched a product or company after encountering an ad for it in-store, according to March 2025 data from Placer.ai and 蘑菇AV.

This report compares our 2025 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Puma might also consider expanding the campaign into different digital channels鈥攕uch as growing its search engine marketing efforts, investing in display advertising, and focusing on mobile advertising鈥攖o reach customers at as many touchpoints as possible.

The news: Apple Intelligence could integrate OpenAI鈥檚 GPT-5, its latest model that combines traditional ChatGPT capabilities with deepo3-series reasoning, as early as next month, per 9to5Mac. Updates for a more personalized and intelligent Siri, originally expected in the iOS 18.4 update, were delayed in March until sometime 鈥渋n the coming year.鈥� GPT-5 could accelerate that timeline and give Apple a more robust foundation for a truly conversational, autonomous assistant Our take: Marketers and publishers should prepare for reduced visibility through traditional search if assistants like Siri can effectively answer user queries directly. Focus on generative engine optimization (GEO) for conversational AI discovery鈥攖hink FAQs on websites and succinct answers that large language models (LLM) can easily surface.

As mobile advertising continues to grow, fraudsters will evolve their tactics to exploit new vulnerabilities. To safeguard investments, brands must stay ahead of emerging threats with smarter detection, data validation, and ongoing fraud monitoring.

For every market, regardless of economic development status, mobile advertising is a leading channel. In countries where nice-to-have devices are less prolific, doubling down on mobile-first advertising, including social media and influencer marketing, makes sense. In markets where multiple devices are used more frequently, more holistic cross-device approaches will yield optimal results.

Mobile advertising is gaining a larger share. In 2024, for the first time, B2B mobile ad spending will surpass 50% of total B2B digital ad spending. This reflects the increasing time consumers spend on mobile devices. Display and video advertising are gaining prominence. B2B display ad spending in 2024 will outpace search ads, with 16.3% YoY growth.