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Apple will use its gains from AppTrackingTransparency to launch a demand-side platform, and QR-launched augmented reality will help rejuvenate out-of-home advertising. Find out what else our analysts predict will impact mobile advertising this year.

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%.

What Microsoft鈥檚 Activision Blizzard merger means for mobile advertising

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.

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.

Healthcare and pharma companies have an older client base that spends more time than average viewing larger, nonmobile digital screens鈥攈ence the underindexing on mobile advertising. Also, certain FDA regulations mandate legible print disclosures, which may require a larger screen to be visible and compliant. Travel companies market a product that looks more tempting on large screens.

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.

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.

Lens integration sidesteps users to search without leaving the app. It sets up future monetization even if beta excludes ads and affiliate links鈥攆or now.

The news: Apple is in talks with OpenAI and Anthropic to power a revamped version of Siri, per Bloomberg. This follows internal delays and setbacks in launching the AI-enhanced Siri that was announced at WWDC in June 2024. Advertising repercussions: Advertisers and brands won鈥檛 just be contending with Apple鈥檚 ad systems and algorithms鈥攖hey also need to consider third-party vendors鈥� ecosystems and how those preference ad placements. Our take: Apple settling for outside AI is a turning point for walled gardens. For advertisers, it鈥檚 both a risk鈥攄ue to reduced predictability鈥攁nd an opportunity to innovate within new conversational interfaces.

e at last: Microsoft鈥檚 update kills default Edge and Bing prompts, giving rivals room to breathe鈥攁nd forcing marketers to rethink how they reach EU users.

Discord tests 鈥淒iscord Orbs鈥� to reward users for ad interaction: A broader rollout could prove successful at driving action among key demographics.

On today鈥檚 podcast episode, we discuss what we expect from consumer spending in Q2, the three scenarios we expect for total media (and digital) ad spending, and how marketers are reacting to everything. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Forecasting Analyst Zach Goldner. Listen everywhere and watch on YouTube and Spotify.

Shorts now dominate prime screen space on connected TVs, signaling YouTube鈥檚 bid to normalize mobile-first formats in the living room鈥攚hether users like it or not.