According to the projections contained inside of a new report from Juniper Research, in-app advertising spend across all mobile devices will reach $7.1 billion by 2015.
That’s up substantially from $2.4 billion in 2012.
“The increasing spend on in-app ads will be driven by greater use of rich media in ads allied to greater app usage,” Juniper says. “This growth, from one of the key mobile advertising segments, will help to triple spend on mobile advertising by 2017.”
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 to increase the interactivity of their ads, engagement with mobile advertising will rise.
Juniper says that from this data and the corresponding projections, critical lessons for marketers can be acquired.
“Consumers are spending ever more time using apps on their smartphones and tablets and it is crucial to ensure that marketing material is adapted for mobile,” the report reads. “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. These brands risk missing a key opportunity to reach consumers; critical when you consider that mobile has higher response rates than those seen elsewhere.”
The ‘Mobile Ads for Mobile Apps’ whitepaper is now available from the Juniper website.