In-app advertising spend across mobile devices will reach $7.1bn (£4.5bn) by 2015, according to a report from Juniper Research, up from a spend of $2.4bn in 2012. This growth will help to triple spend on mobile advertising by 2017.

The increase in spend, Juniper says, will be driven by a combination of greater app usage and growth in the use of rich media in ads. 

“Mobile advertising gives marketers the chance to reach consumers on a more personal level than any other type of advertising,” says report author Charlotte 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.”

Advertising spend on mobile messaging is also forecast to increase eightfold by 2017, according to the report. 60 per cent of the total advertising spend in 2017, meanwhile, will be accounted for by North America and Western Europe.

The Mobile Advertising: Messaging, In-App and Mobile Internet Strategies report can be downloaded here, along with an accompanying whitepaper, Mobile Ads for Mobile Apps, here.