US, Mobile advertising expenditure

An outline of growth trends in US mobile advertising expenditure between 2010-2016.

US mobile internet advertising expenditure was valued at $36.6bn in 2016, according to data from the WARC and the Internet Advertising Bureau (IAB). This represents a year-on-year increase of 77.2% from 2015, when total spend amounted to $20.7bn. The sector accounted for a 50.5% share of total US internet adspend in 2016, overtaking desktop internet for the first time. Mobile is rapidly capturing share from desktop internet, and has gained 48.0 percentage points (pp) since monitoring began in 2010.

When considering mobile advertising expenditure by format in the US, data show that display adspend marginally accounts...

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