Mobile Advertising 2024

Video Ads Help Apps Increase Their Dominant Share

US mobile ad spending will cross $200 billion this year, representing over half (51.2%) of total media dollars spent in the US and nearly two-thirds (66.0%) of digital ad dollars. The vast majority of mobile ad spending will take place in apps.

Key Question: Where is mobile advertising growing most quickly?

Key Stat: Apps will reach a dominant 81.9% share of mobile ad spending this year, but mobile web advertising also continues to add more dollars each year.

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    Table of Contents

    1. Executive Summary
    2. A strong user experience makes apps a natural fit for advertisers
    3. Apps host a dominant share of mobile ads
    4. App install spending bounces back from a tepid 2023
    1. Social media and streaming apps drive rapid growth in video ads
    2. Over half of mobile advertising will be native in 2024
    3. What does this all mean for advertisers?
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Lashanne Phang
    Global Business Lead, Mobile Apps and Native
    Interviewed January 25, 2024
    Adam Smart
    Director of Product, Gaming
    Interviewed February 14, 2024

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    Yoram Wurmser


    Ross Benes
    Senior Analyst
    Peter Newman
    Director, Forecasting
    Max Willens
    Senior Analyst

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