Mobile apps now capture 80% of UK mobile time, far exceeding mobile web usage, with consumers spending 4 hours daily in apps compared to 2.5 on social media.
This creates a strategic gap for advertisers to diversify beyond social platforms.
Key opportunities include: tailoring ads to daily app usage patterns (news/morning, shopping/afternoon, entertainment/evening), capitalizing on projected $2.52 trillion m-commerce growth, and adopting gaming app ad formats like rewarded videos.
In-app advertising complements social efforts, reaches users during diverse activities, and drives measurable engagement where consumers actually spend time.
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