US mobile ad spending will cross $200 billion this year, representing over half (51.2%) of total media dollars spent in the US and nearly two-thirds (66.0%) of digital ad dollars. The vast majority of mobile ad spending will take place in apps.

Key Question: Where is mobile advertising growing most quickly?

Key Stat: Apps will reach a dominant 81.9% share of mobile ad spending this year, but mobile web advertising also continues to add more dollars each year.