In-app mobile ad spending to surpass $7B in 2015
In-app advertising spending is on pace to reach $7.1 billion by 2015, up from $2.4 billion in 2012, according to a new Juniper Research forecast.
Juniper credits growing in-app ad spending to increasing use of rich media-based advertising formats in tandem with greater app usage. "The more engaged the user is with the advertising material, the more likely they are to click on it, and with brands experimenting with using apps like Shazam to increase the interactivity of their ads, engagement with mobile advertising will rise," the firm states.
Juniper adds that brands are also leveraging rich media capabilities to roll out more full-featured mobile ads--e.g., integrating a map of nearby stores or a click-to-call button.
The North American and Western European markets are expected to represent 60 percent of total advertising spending by 2017, Juniper states. In addition, spending on mobile messaging is on track to increase eightfold over the next five years.