Mobile advertising worldwide – additional information
Mobile advertising is a form of internet advertising which specifically targets users on mobile phones and other mobile devices. On a global scale, this market is forecast to grow in the near future. Global mobile ad spend stood at approximately 108.9 billion U.S. dollars in 2016. By 2020, this figure is projected to reach 247.4 billion U.S. dollars. Advertising can be presented on both mobile websites and mobile apps. Mobile in app advertising is a heavily invested format within the industry, and was estimated to amount nearly 30 million U.S. dollars in 2016.
Led by the U.S., North America is the largest regional market for mobile advertising in the world. Indeed, Americans invest heavily on mobile advertising. In 2020, about 86.84 billion U.S. dollars are forecast to be spent on mobile advertising in the U.S., up from an estimate of 46 million U.S. dollars in 2016. As the expenditure on this type of ad rises, its importance also increases within the industry. Mobile accounted for an estimated 23.5 percent of all advertising spending in the U.S. in 2016. Projections show that this share is estimated to reach nearly 36 percent by 2020.
Just over half of the mobile ad revenue generated in North America originated from display advertising. Mobile search advertising is also quite common in the region, whereas mobile messaging ads only accounted for a small share of the market. In agreement with the regional figures, mobile display ads accounted for the highest amount spent on an ad format in the U.S. In 2016, about 23.6 million U.S. dollars were spent on mobile display ads in the U.S. By 2020, this figure is forecast to increase to 44.7 million U.S. dollars. Mobile search ads are the second most popular mobile ads in the U.S., followed by messaging and other formats of ads.