Where are most advertisers placing their bets these days — on mobile web browsers or mobile apps? If you looked at spend alone, you would think that in-app advertising is the winner. 2016 in-app spend was triple that of mobile browsing spend — $29.66 billion versus $10.84 billion.
However, roughly 60% of app ad spending will go to either Google or Facebook and 85% to the top five apps which also include Snapchat and Amazon, per eMarketer.
Outside of those app properties, most advertisers are more comfortable with mobile web browsing environments— but that could be a critical oversight and missed opportunity.
