Tablets will become increasingly important in-app mobile ad platform

Juniper predicts in-app mobile ad spend will reach $16.9 billion by 2018

Tablets are expected to become an increasingly important platform for in-app mobile advertising, says Juniper Research.

Currently, tablets account for 30 percent of in-app mobile ad spend, compared with 70 percent for smartphones. But by 2018, tablets are expected to make up half of in-app mobile ad spend, according to Juniper.

In-app mobile ad spend is forecast by Juniper to reach $16.9 billion by 2018, up from $3.5 billion in 2013. Improved targeting capabilities, as well as more effective interactive rich media ads will spur spending. Overall, the research firm expects global mobile ad spending to surpass $39 billion in 2018, up from $13 billion in 2013.

Another factor fueling in-app ad spend for tablets is the cost per 1,000 impressions, which is significantly higher for tablets than for smartphones, especially for rich media advertising, explains the research firm.

While most of the in-app mobile ad spend will go to advertising with Facebook, Twitter and other large social media firms, smaller firms will benefit from targeted, location-based advertising.

"As the mobile advertising industry matures, more sophisticated advertising solutions are being installed by leading players, with a clear trend towards utilising location-based advertising to drive greater relevance. These new technologies and formats will benefit stakeholders across the mobile advertising value network," says Sian Rowlands, Juniper analyst and report author.

For more:
- see Juniper's release

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