Juniper: In-app ad spend to triple by 2017

A combination of greater mobile app usage and growth in the use of rich media ads will boost in-app advertising spend, says Juniper in their new report, "Mobile Advertising: Messaging, In-App and Mobile Internet Strategies".

The report finds that in-app advertising spend across all mobile devices will reach $7.1 billion by 2015 - up from $2.4 billion in 2012.

According to Juniper, "This growth, from one of the key mobile advertising segments, will help to triple spend on mobile advertising by 2017".

These figures reveal just how crucial mobile advertising is along with the need for marketers to ensure their marketing communications and materials are optimized for mobile.

"While some brands have been willing to experiment with mobile advertising, there are many more that have yet to even develop a suitable mobile website," says Juniper in a recent press release. "These brands risk missing a key opportunity to reach consumers; critical when you consider that mobile has higher response rates than those seen elsewhere."

Research from Strategy Analytics in April this year revealed that, across the USA and major Western European markets as a whole, revenue from display ads on the mobile Web ($934.5 million) has already been overtaken by in-app advertising ($1.7 billion).

"Advertisers chase eyeballs so the fact that brands spend more on in-app advertising than the mobile web is a clear sign that apps are what consumers are glued to for an increasing range of activities. In the eyes of many advertisers, web browsing on the smartphone is playing second fiddle to the app economy," said David MacQueen, Strategy Analytics' Director of Wireless Media Strategies.

Tags: advertising, mobile advertising, mobile apps, mobile marketing, mobile strategy, smartphone