Source: Insider Intelligence | eMarketer, January 2023 - October 2023
Note: includes advertising that appears on mobile phones and tablets, and includes all the various formats of advertising on those platforms; excludes app re-engagement ads
Additional Note: Mobile app install ad spending is defined as spending on direct response ads in which the call-to-action is installing an app from an app store. Display data includes app install ads such as Facebook's News Feed Ads, X's Promoted Posts or YouTube video app install ads. Search data includes app install advertising on search engines such as Google Search or Google Play Store.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.