Advertisers have been shifting advertising budgets that were once spent on traditional media to digital channels for quite some time now. And this shift in advertising spending does not seem to be showing signs of exhaustion, but rather the opposite. According to a recent study by Juniper Research , global investment in digital advertising will almost double by 2026, spurred by ubiquitous in-app ads.
Mobile advertising (particularly in-app advertising formats) will be the biggest contributor to digital advertising growth.
Figures from Juniper Research suggest that spending on mobile app advertising will increase from $ lithuania number data 201 billion in 2022 to $425 billion in 2026. With these huge numbers on the table, in-app advertising would gobble up a 56% slice of the digital advertising pie.
While changes in privacy regulation and the impact of such changes on cookies are fuelling advertisers’ passionate love affair with mobile advertising, global desktop ad spending will continue to grow in the years ahead , rising from $97 billion in 2022 to $142 billion in 2026.
Mobile devices and video will fuel digital advertising in the coming years
The rapid increase in investment in digital advertising will also be supported by video , which will experience 63% growth over the next four years. Such generous growth figures are in line with the unstoppable boom of platforms such as TikTok , Instagram Reels and YouTube Shorts.
When opting for video advertising, advertisers must ensure that their video ads are properly optimized for consumption on smartphones and tablets.
Ads must also fly the flag of optimization when it comes to attributing or assigning conversions to specific channels . New data protection regulations are ultimately making it difficult to measure the performance of digital advertising (particularly on mobile devices). Advertisers will therefore have no choice but to opt for alternative approaches.
One such alternative approach is, for example, Apple's SKAdNetwork API . This interface, which accounts for successful installations of previously announced apps, represents a great opportunity for advertisers to access relevant data and identify advertising environments with high growth potential, such as apps that are safe for minors.