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Published: January 30, 2018
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Despite rapid growth, mobile advertising has been hampered by fragmented formats and standards, which limit what marketers can do with the newer and richer types of marketing data available in mobile. Full consolidation of standards is still years away, but improved measurement and transparency will help marketers make some progress in 2018.
"Despite measurement and targeting obstacles, US mobile ad spending grew 25.0% in 2017 and will grow an additional 20% in 2018. Continued progress in measurement likely will sustain high growth rates."
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US Mobile Ad Spending, 2016-2021
Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2017-2019 (% of total)
Challenges of People-Based Measurement According to US Marketers and Advertisers, Sep 2017 (% of respondents)
Most Important Features When Considering a New Data Partner According to US Publishers, Oct 2017 (% of respondents)
Timeframe During Which Brands Worldwide Have Taken Select Actions to Manage Media Viewability, May 2017 (% of respondents)
Concerns Facing In-App Advertising According to App Marketers in North America, July 2017 (% of respondents)
Primary Type of Ad Fraud Encountered in App Marketing According to App Marketers in North America, July 2017 (% of respondents)
Importance of Select Types of Data/Tools Used to Measure Marketing Performance According to Multichannel Marketers in North America, Spring 2017 (% of respondents)
Usage and Awareness of Select Types of Data/Tools Used to Measure Marketing Performance According to Multichannel Marketers in North America, Spring 2017 (% of respondents)
Frequency with Which US Publishers Use Data for Geotargeting, Oct 2017 (% of respondents)
Challenges of Collecting Location Data According to US C-Level Executives, Sep 2017 (% of respondents)
US Internet Users' Attitudes Towards Relevant Digital Ads, Aug 2017 (% of respondents)
Leading Digital Transformation Initiatives at Their Company According to Digital Transformation Professionals Worldwide*, Aug 2017 (% of respondents)
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