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Resources / Blog

The State of Mobile Advertising in 2024

11th July 2024

Topic: Data, Mobile IDs, Programmatic
  • Current Landscape of Mobile Advertising
  • The Proliferation of Mobile Devices
  • Mobile Global Ad Spend 2007- 20024
  • Mobile Advertising Market Growth Forecast
  • User Engagement
  • Precise Targeting with Mobile Data

Mobile advertising is on a remarkable growth trajectory, projected to reach $400 billion globally by 2024. This surge underscores its critical role in the marketing ecosystem. The evolution highlights mobile advertising’s expanding footprint and its effectiveness in capturing consumer attention in a fast-paced digital world.

Current Landscape of Mobile Advertising

Mobile advertising has become a cornerstone of digital marketing, now representing 64% of all digital ad expenditures. This dominant share emphasizes the rising prominence of mobile devices as primary channels for digital interaction. For advertisers, this shift means that mobile platforms are indispensable for reaching and engaging with their target demographics effectively.

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The Global Market Share for Mobile Devices 

As of June 2024, the worldwide market share for mobile devices is 61.95%, while desktop devices hold a 38.05% share. Mobile devices are portable electronic devices designed for handheld use, including smartphones and tablets. Smartphones combine telephony, internet access, and various applications, while tablets offer larger screens for tasks like media consumption and web browsing. Their prevalence underscores their essential role in modern life, providing unmatched convenience, connectivity, and functionality.


Source: Starcounter

The Proliferation of Mobile Devices

The global landscape of mobile devices is rapidly expanding, with the number of devices projected to reach 17.72 billion in 2024 and 18.22 billion by 2025, up from 14.02 billion in 2020. This significant growth underscores the increasing reliance on mobile technology for daily functions and activities. 

Mobile devices, which include smartphones and tablets, offer unparalleled convenience, connectivity, and functionality, making them indispensable in modern life. The surge in mobile device usage highlights the critical role of these technologies in facilitating communication, entertainment, and productivity worldwide. As mobile devices continue to proliferate, their influence on various aspects of life and business is set to grow even stronger.


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Mobile Global Ad Spend 2007- 20024

The global mobile advertising market has experienced exponential growth from 2007 to 2024. In 2007, mobile ad spending was a modest $61 million. However, by 2008, it had nearly tripled to $170 million, and by 2009, it surged to $310 million. This upward trajectory continued as mobile ad spend surpassed $1 billion for the first time in 2011, reaching $1.691 billion. The growth rate accelerated dramatically in the following years, with spending hitting $5.785 billion in 2012 and $12.518 billion in 2013.

The trend of rapid growth persisted, seeing mobile ad expenditures skyrocket to $29.961 billion in 2014 and more than doubling to $61.668 billion in 2015. By 2016, the market had expanded to $95.264 billion, and by 2017, it reached $137.678 billion. The growth continued at a substantial pace, with mobile ad spending hitting $175.953 billion in 2018 and $212.609 billion in 2019.

In the 2020s, despite global economic challenges and global pandemic, mobile ad spending continued to grow robustly. By 2020, it had reached $243.203 billion, and in 2021, it climbed to $279.011 billion. The upward trend remained strong, with expenditures reaching $327.135 billion in 2022. Projections for 2023 and 2024 show continued growth, with spending expected to rise to $360.334 billion in 2023 and nearly $400 billion in 2024, reaching $399.571 billion. 


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Mobile Advertising Market Growth Forecast

In 2023, the global mobile advertising market reached a valuation of US$ 208.8 billion. According to projections by IMARC Group, this market is anticipated to grow to US$ 533.6 billion by 2032, with a compound annual growth rate (CAGR) of 10.7% spanning from 2024 to 2032.

This robust growth is primarily fueled by the extensive use of mobile devices, significant advancements in mobile technology and advertising tools, the increasing integration of social media, shifting consumer preferences and behaviors, and the introduction of new regulations and privacy concerns. 

User Engagement

With users spending approximately 4 hours and 40 minutes daily on their mobile devices, mobile advertising has become a vital touchpoint for marketers. This extensive engagement provides numerous opportunities for advertisers to capture user attention and drive meaningful interactions. The pervasive presence of mobile devices in daily life makes them a key avenue for delivering personalized and timely advertising content.

Precise Targeting with Mobile Data

Leveraging mobile data for precise targeting is a game-changer in achieving business results. By working with global data providers, businesses can access comprehensive datasets that offer deep insights into consumer behavior, preferences, and demographics. 

This level of granularity enables advertisers to create highly personalized and relevant ad experiences, ensuring that their messages resonate with the right audience at the right time. Furthermore, global data providers offer sophisticated analytics and targeting tools that can help businesses optimize their ad spend, enhance campaign effectiveness, and achieve higher ROI.

By harnessing the power of mobile data, companies can not only reach their business goals more efficiently but also stay ahead in an increasingly competitive digital landscape.

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