Mobile Advertising is an essential part of mobile marketing, and refers to the placements of various ads on wireless devices such as smartphones. According to Emarketer, US mobile ad spending was projected to total $58.38 billion in 2017, accounting for 70.3% of digital and 28.5% of all media ad investment.
The average American adult is expected to spend about 3 hours and 23 minutes a day on mobile media. Mobile users spend triple the time on mobile apps rather than mobile web. It is no surprise, then, that Business Insider reports that app install ads have accounted for 30% of all mobile advertising revenue.
While the reach of mobile advertisements is greater than advertisements on the desktop web, tracking the success of mobile campaigns can be troublesome, due to mobile fragmentation. With the variety of devices, operating systems, browsers, and native apps existing in the mobile field, advertisers are finding it difficult to correctly attribute a desired campaign outcome to the ads that generated it.