The increasing prevalence of rich media in mobile ads will cause in-app adverting spend to triple to $7.1 billion by 2015, reports Juniper Research.
According to the firm's latest paper on mobile advertising strategy, the rise will stem from an already healthy base of $2.4 billion in 2012.
But the type of businesses set to take advantage of the surge is somewhat less certain, with Juniper stating numerous outfits yet to realise the potential of in-app ads.
Juniper warns businesses currently not producing engaging in-app ads risk missing out on what will prove be the 'key mobile marketing segment' in the years ahead.
"Innovative brands are using rich media ads not only to draw consumers in with highly appealing experiences, but also to adapt adverts to meet their business needs," said Juniper of the results.
"This could mean adding a map of nearby stores to an ad or even a button which dials a sales line so the user can discuss their needs."
Juniper claims mobile ads already boast a higher response rate than many other mediums, though notes scores of big businesses are yet to finesse websites that work adequate with smartphones or tablets, let alone launch adequate in-app ads.
Overall, Juniper expects spending for the entire mobile segment of which in-app ads are just one part to triple by 2017.
The majority of that money 60 percent, in all will be spent either in North America or Europe, though the effectiveness of the creative that results will depend on marketers understanding the advantages of the mobile medium, claims report author Charlotte Miller.
"Mobile advertising gives marketers the chance to reach consumers on a more personal level than any other type of advertising," added Miller.
"Creating immersive and entertaining experiences to attract the attention of the consumer is essential for marketers wanting to take advantage of the massive increase in app usage."
[source: Juniper Research]
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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