In its latest report, Juniper Research is looking at the in-app mobile ad space, forecasting that companies will spend $7.1 billion by 2015 on this form of advertising (up from $2.4 billion this year) and will help triple the spend on mobile advertising by 2017. According to the research company, the increasing spend will be driven by greater use of rich media in ads allied to greater app usage.
The report found that 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, engagement with mobile advertising will rise.
As consumers spend ever more time using apps on their smartphones and tablets, it is getting crucial to ensure that marketing material is adapted for mobile. However, 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.
Unsurprisingly, North America and Western Europe are set to account for 60% of total advertising spend by 2017. Mobile messaging won’t die that easily with Juniper predicting that the ad spend on this medium will increase 8 fold by 2017…