Hampshire, UK – 6th January 2014: In-app mobile adspend will reach $16.9 billion by 2018, up from $3.5 billion last year, a new report from Juniper Research has found. According to the report, growth will be driven by several key factors including improved targeting capabilities, as well as a trend for more effective interactive rich media ads to be deployed in preference to traditional static display advertising.
Tablets Close the Adspend Gap on Smartphones
The report - Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018 – argued that while smartphones currently account for approximately 70% of in app adspend, the growth in tablet users and usage would propel greater medium-term spend. It observed that tablet in-app adspend would be further fuelled by the fact that CPMs (Cost per 1,000 impressions) are significantly higher than those for smartphones, particularly for rich media ads, which also have higher CPMs than static display ads. By 2018, the tablet/smartphone adspend split will be almost 50/50.
Location, Location, Location
The report also observed that although app downloads will increase exponentially to 2018, the majority of in-app advertising expenditure is likely to be spent on advertising with social mobile giants such as Facebook and Twitter.
Nevertheless, report author Sian Rowlands remained optimistic about the opportunities for smaller developers: ‘As the mobile advertising industry matures, more sophisticated advertising solutions are being installed by leading players, with a clear trend towards utilising location-based advertising to drive greater relevance. These new technologies and formats will benefit stakeholders across the mobile advertising value network.’
Other Key Findings from the Report Include:
• Global mobile ad spend will surpass $39 billion in 2018, up from $13 billion in 2013.
• Rich media ad spend will surpass display ad spend in apps by 2018, as more engaging ad formats see huge uptake.
• Advertisers can increase conversions by simply adding mobile optimised features, for instance a ‘click to call’ button, or by linking to the relevant app store.
The 'Mobile Advertising – It All Ads Up' whitepaper is available to download from the Juniper website together with further details of the full report.
Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.
For further details please contact Sam Smith, Press Relations
sam.smith@juniperresearch.com
T: +44(0)1256 830001
Spend on In-App Advertising Grows to almost $17 billion by 2018, Predicts Juniper Research
Join the Juniper Research press list
Get our latest updates on technology industry trends and market forecasts before anyone else.
For further details contact:
Sam Smith, Press Relations
Latest research, whitepapers & press releases
-
ReportOctober 2025Fintech & Payments
Digital Identity Market: 2025-2030
Juniper Research’s Digital Identity research suite provides a comprehensive and insightful analysis of this market; enabling stakeholders, including digital identity platform providers, digital identity verification providers, government agencies, banks, and many others, to understand future growth, key trends, and the competitive environment.
VIEW -
ReportOctober 2025Telecoms & Connectivity
Travel eSIM Market: 2025-2030
Our comprehensive Travel eSIMs research suite comprises detailed assessment of a market undergoing rapid growth. It provides insight into how travel eSIM providers can differentiate their services to maximise success in the market over the next two years.
VIEW -
ReportOctober 2025IoT & Emerging Technology
Direct to Satellite Market: 2025-2030
Juniper Research’s Direct to Satellite research suite provides satellite providers, investors, and partners, such as Mobile Network Operators, with an extensive analysis and insights into the direct to satellite market.
VIEW -
ReportSeptember 2025Fintech & Payments
Instant Payments Market: 2025-2030
Juniper Research’s Instant Payments research suite provides a wide-ranging and strategic analysis of this market; enabling stakeholders - from banks, infrastructure providers, regulators, and businesses - to understand future growth, key trends, and the competitive environment.
VIEW -
ReportSeptember 2025Fintech & Payments
Anti-money Laundering Systems Market: 2025-2030
Our AML Systems research suite provides a detailed and insightful analysis of this evolving market; enabling stakeholders from financial institutions, law enforcement agencies, regulatory bodies and technology vendors to understand future growth, key trends, and the competitive environment.
VIEW -
ReportSeptember 2025Fintech & Payments
A2A Payments Market: 2025-2030
Our A2A Payments research suite provides detailed analysis of this rapidly changing market; enabling A2A payments service providers to gain an understanding of key payment trends and challenges, potential growth opportunities, and the competitive environment.
VIEW
-
WhitepaperOctober 2025Fintech & Payments
How Digital Identity is Going Mainstream
Our complimentary whitepaper, How Digital Identity is Going Mainstream, assesses the trends that are moving digital identity to be increasingly popular, and challenges to digital identity growth.
VIEW -
WhitepaperOctober 2025IoT & Emerging Technology
Beam Me Up: The Direct to Satellite Revolution
Our complimentary whitepaper, Beam Me Up: The Direct to Satellite Revolution, evaluates the future key services that satellite providers must offer in the direct to satellite market.
VIEW -
WhitepaperOctober 2025Telecoms & Connectivity
Why Operators Are Launching Travel eSIMs in 2026
Our complimentary whitepaper, Why Operators Are Launching Travel eSIMs in 2026, examines the outlook of the travel eSIMs market over the next five years.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
From Detection to Prevention: The Next Era of Anti-money Laundering
Our complimentary whitepaper, From Detection to Prevention: The Next Era of Anti-money Laundering, examines the state of the AML systems market; considering the impact that a changing regulatory environment and a growing number of use cases is having on the market. Additionally, it includes a forecast summary of the total value of the AML systems market in 2030.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
3 Key Trends Driving Instant Payments
Our complimentary whitepaper, 3 Key Trends Driving Instant Payments, assesses how key trends are driving the evolution of the instant payments market, and which challenges these resolve. Additionally, it includes a forecast summary of the global transaction values via instant payment schemes by 2029.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
Ascending-to-Ailing: The Deceleration of A2A Adoption
Our complimentary whitepaper, Ascending-to-Ailing: The Deceleration of A2A Adoption, examines the state of the A2A payments market; considering the impact of this payment method and how it is shaping the modern payments landscape through lower fees and enriched user experience.
VIEW
-
Fintech & Payments
Fraud Detection & Prevention Spending by Financial Institutions Reaches $21 Billion Annually
October 2025 -
Telecoms & Connectivity
Fraud Prevention APIs to Generate $5bn for Operators Globally by 2030, But Diversification of API Applications Needed
October 2025 -
Sustainability & Smart Cities
Smart Building Interoperability Frameworks to Drive $21bn Global Platform Spend Next Year
October 2025 -
Fintech & Payments
Digital Identity Market to Exceed $80 Billion by 2030 Globally, Accelerated by Regulation & Hybrid Strategies
October 2025 -
Telecoms & Connectivity
Direct-to-Device, 5G Advanced, & AI RAN to Redefine Global Connectivity in 2026
October 2025 -
Travel eSIMs Surge as Roaming Alternative - Up 85% in 2025
October 2025