Report: Mobile ad spending to near $40B annually by 2018

Global mobile advertising spend will surpass $39 billion (€28.3 billion) in 2018, up from $13 billion (€8.7 billion) this year, according to a new report from Juniper Research. The research firm said this growth will be driven by the increased utilisation of analytics platforms, coupled with the introduction of innovative ad formats and purchasing mechanisms. The company also highlights the opportunities offered by targeted in-app advertising, citing the success of Facebook in monetising its native applications over the past year. Mobile now contributes 41 per cent to its overall advertising revenue, and Facebook recently announced that it is going to begin rolling out video ads. Although some brands still remain wary of the mobile channel due to concerns that mobile advertisements may be perceived as inappropriate or intrusive, Juniper said the market is witnessing a change in consumer perceptions of mobile advertising because ads are being better targeted to users. Report

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