Marketing

Reports in the Marketing category.

40 documents

Mobile gaming ads in August 2021 shifted toward high-fidelity, narrative-driven content featuring real-world celebrity partnerships, such as Garena Free Fire’s collaboration with Dimitri Vegas & Like Mike and Call of Duty Mobile’s integration of Ozuna.
Top-performing creatives are increasingly moving away from pure gameplay footage in favor of cinematic storytelling, anniversary-themed promotions, and interactive elements like Buzzfeed-style quizzes.
Psychological triggers remain a core engagement strategy, with 'fail-state' ads—demonstrating a player losing a level—continuing to drive performance for titles like Royal Match and Evony.

Sensor TowerJan 2021

Chinese developers dominated the global market in 2021 H1, accounting for 70% of top-charting mobile game media buying and 100% of the top ten advertisers on Facebook’s News Feed.
Advertising costs surged significantly, with Facebook’s average CPC and CPM increasing by 128% year-over-year due to heightened competition.
Apple’s IDFA policy changes triggered a 13% decline in the share of iOS advertising creatives, forcing a strategic shift in focus toward Android platforms.

SocialPetaJan 2021

Audio ads achieve a click-through rate (CTR) of approximately one click per 1.4 listens, vastly outperforming the 0.08% average CTR of static banners.
A Warner Music Group campaign targeting 18-to-30-year-olds achieved a 1.78% CTR, representing a 1,000% increase over traditional banner standards.
Behavioral testing shows 100% of participants continued gameplay during audio ad delivery, with 100% brand recall when ads were paired with a companion banner.

AudioMobJan 2021

Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.

SocialPeta Data Research InstituteJan 2021