New data from Insider Intelligence | eMarketer shows that over 30% of the total US mobile advertising spend in 2024 will go to in-app video ads. In-app video ad spending will reach $61.11B in 2024, a YoY increase of 20.4%. This amount will be almost 60% of total video ad spend revenue and almost 90% of mobile video ad revenue. 
More findings from the report include:
- Video ad spending is increasing quickly, going from 26.7% of in-app ad spending to 37.5% expected in 2025.
- Ad-supported OTT use is growing and is expected to contribute to increasing mobile video ad spending.
- Social media platforms are expected to sell $43.03B worth of native video ads this year, almost all of it on mobile.
- While web video ads are also growing, the experience is less than ideal.
- Gaming ad dollars are being shifted to brand advertising, which is helping to increase video spending.