Marketing

Reports in the Marketing category.

40 documents

Report15 pages

Ad Intelligence: An Overview 2022

The mobile advertising market has doubled since 2019, with over 120,000 active advertisers identified across 35 countries in 2022.
Android dominates the advertising landscape, accounting for 71% of advertisers and over 80% of the 14.6 million creatives tracked.
Gaming remains the primary advertising sector, capturing 69.02% of traffic on the App Store and 55.58% on Google Play, with Casual and Puzzle genres leading their respective platforms.

Advertising Market Analysis Global+1

AppticaJan 2022

Report30 pages

Mobile Ad Creative Index: 2022

Playable ads in the gaming sector achieve the lowest cost-per-install (CPI) at $1.98, while banner ads generate the highest 30-day return on ad spend (ROAS) at nearly 22%.
iOS advertising costs are frequently double those of Android, making Android the more cost-effective platform for mobile user acquisition.
There is a significant disconnect between player psychology and creative execution, with only 4% of casual game video ads and less than 1% of midcore ads successfully targeting specific player motivations.

Advertising In-Game Advertising User Acquisition+2

LiftoffJan 2022

Whitepaper191 pages

2022 Global White Paper on Mobile Advertising & Marketing Game

The global mobile advertising market saw a 27% decline in creative volume during the first half of 2022, accompanied by rising costs that pushed the average CPM to $19.31.
Video content now dominates the advertising landscape, accounting for over 86% of all creatives as developers shift toward high-quality, drama-based storytelling to lower entry barriers.
While the total number of advertisers decreased, emerging markets in the Middle East, South America, and Southeast Asia showed robust growth, contrasting with the high-cost user acquisition environments of the United States and South Korea.

Advertising Marketing Market Analysis+2

SocialPetaJan 2022

Report16 pages

Modern Mobile Consumer 2022: App Discovery Report

Mobile gaming has become a universal behavior, with 60% of non-gaming app users playing mobile games daily, matching social media as the top usage category.
In-app advertising is a primary driver for app discovery, leading to downloads for 70% of gaming audiences and 78% of non-gaming control group users.
While users typically maintain over 20 apps on their devices, the majority limit their daily engagement to only five to ten apps.

User Acquisition Monetization In-Game Advertising+3

ironSourceJan 2022

Report61 pages

The New Destination to Reach Global Gamers: The 2021 Global Mobile Gamers Whitepaper

The global mobile gaming market generated $93.2 billion in 2021 and is projected to reach $126.1 billion by 2024.
Mobile gamers active on TikTok install 50% more games, play 36% longer, and are 66% more likely to make in-game purchases than non-users.
While players primarily game to relax or pass time, long-term monetization is driven by progression-based incentives like unlocking content and bypassing difficult levels.

Market Analysis Player Demographics Mobile+2

NewzooJan 2022

Whitepaper191 pages

Global White Paper on Mobile Advertising & Marketing Game H1 2022

The mobile advertising ecosystem contracted in H1 2022, with the total number of advertisers falling 5.79% to approximately 83,400 and creative volume dropping 27% to 40 million assets.
Mobile-game advertising costs remain high in key markets, with the U.S. and Japan recording average CPMs of $27.54 and $25.93, while iOS campaigns command a 15% price premium over Android.
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).

Marketing Advertising In-Game Advertising+2

SocialPetaJan 2022

Report30 pages

Creative Highlights: August 2021

Mobile gaming advertisements in August 2021 shifted toward narrative-driven formats featuring human-like characters and anthropomorphic protagonists.
Major titles including Garena Free Fire, Call of Duty, Clash of Clans, and Mobile Legends integrated real-world celebrities like Dimitri Vegas, Like Mike, and Ozuna as playable avatars to bridge gaming and music audiences.
High-performing ad creatives utilized pop music, including mainstream hits and instrumental tracks like Rihanna’s “Desperado,” to create emotional hooks on platforms such as TikTok and Snapchat.

Creative Ads Marketing Global+1

Sensor TowerAug 2021

Report24 pages

Games Marketing Insights 2021

New gamers who entered the market after the COVID-19 outbreak are spending more on in-game purchases monthly than veteran players, who have actually reduced their spending despite increased engagement.
Mobile marketing is increasingly reliant on brand familiarity, as less than 25% of players in Western markets are willing to try games they have not heard of before.
Live-streaming platforms experienced record growth during the pandemic, with Facebook Gaming reaching over one billion hours watched in Q3 2020.

Market Analysis Player Behavior Monetization+1

MetaJan 2021

Report30 pages

The State of Mobile Game Advertising: An Analysis of U.S. Mobile Game Advertising Trends in 2021

Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from the deprecation of IDFA.
Playable ads have become a dominant creative format, accounting for over 40 percent of the gaming share of voice on AppLovin.
Specialized ad networks like AppLovin, Chartboost, and Vungle maintain a gaming-focused inventory exceeding 90 percent share of voice, while platforms like Facebook, TikTok, and YouTube provide broader audience reach.

Marketing Advertising Mobile+1

Sensor TowerJan 2021

Report13 pages

Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards

Optimal video ad length varies significantly by genre, ranging from 10 seconds for Social Casino to 46 seconds for RPGs.
Hyper-Casual games achieve peak performance with 37-second ads paired with video end cards.
Strategy games perform best with 33-second ads, while Puzzle games reach peak efficacy at 22 seconds; both benefit most from app store end cards.

Market Analysis In-Game Advertising User Acquisition+2

LiftoffJan 2021

Report8 pages

Post-IDFA Mobile Game Advertising Costs: Casual vs Core

Core games experienced a 78% surge in iOS CPI following the iOS 14.6 release, driven by intensified competition for a shrinking pool of high-value, trackable users.
Casual games saw a 38% decline in iOS CPI post-iOS 14.6, while Android CPI for the same segment rose by 16%.
Android CPI for core games increased by 36% during the same period, reflecting broader market volatility across platforms.

Advertising User Acquisition Market Analysis+2

MolocoJan 2021

Report27 pages

Mobile Game Store Asset Optimization Trends 2021

The release of iOS 15 in late 2021 introduced native A/B testing for up to 90 days and the ability to create 35 unique Custom Product Pages, enabling highly targeted audience acquisition.
Top-performing publishers are aligning App Store screenshots and icons with high-performing ad creatives—such as Playrix and Nexters' 'Pull the Pin' ads—to reduce user acquisition costs and minimize conversion friction.
Successful mobile game publishers treat store assets as dynamic marketing tools rather than static elements, frequently updating them to reflect seasonal events, anniversaries, and live operations.

App Store Optimization Market Analysis User Acquisition+2

Sensor TowerJan 2021