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Mobile Ad Creative Index 2024
The Mobile Ad Creative Index provides a comprehensive analysis of performance benchmarks and emerging trends within the mobile advertising ecosystem.
- High-engagement formats like video and playables outperform banners by 20 times in gaming installs, while finance sector interstitials are 18 times more effective at conversion.
- Long-form video ad spend grew by 245% year-over-year, and 'triple-page' ads combining video, playables, and end cards saw a 355% increase in investment.
- Optimized user-generated content (UGC) ads achieve a 20% lower cost-per-install (CPI) compared to standard video creative.
Creative Analytics: Mobile Market Analytics and Ad Intelligence
This analysis examines the mobile advertising landscape during 2023, focusing on market trends, creative formats, and the strategic integration of user-generated content (UGC).
- Video formats now dominate the mobile advertising landscape, accounting for 80% of all ad creatives in Q3 2023, up from 69% in the previous quarter.
- The mobile advertising market saw a 7% decline in active advertisers year-over-year, totaling 54.9 thousand in Q3 2023.
- Gaming remains the leading industry vertical, generating 1.3 billion downloads and $2.8 billion in revenue during Q3 2023.
Aktualizacja Strategii Nowe Otwarcie: Polska
People Can Fly’s strategic update, issued on 31 January 2023, outlines a transformation from a single-title studio into a multi-project, globally distributed developer and emerging self-publisher.
- People Can Fly aims to generate at least 3 billion PLN in combined revenue between 2023 and 2027 through a portfolio of six new releases.
- The studio is transitioning from a single-title developer to a multi-project, self-publishing entity capable of simultaneous AAA production.
- The development pipeline includes the AAA work-for-hire title Gemini (2026), three self-funded AAA projects (Dagger, Bifrost, and Victoria) slated for 2025-2026, and various compact-AAA and VR titles.
State of Mobile 2023
Global mobile usage reached a record in 2023, with users spending an average of more than five hours per day on apps and total advertising expenditure projected at $362 billion, reflecting an 18.5% five-year CAGR.
- Global mobile advertising expenditure is projected to reach $362 billion, maintaining an 18.5% five-year CAGR, while daily user engagement on apps has surpassed five hours.
- Non-gaming verticals showed resilience with 11% growth in downloads, 9% in spend, and 14% in time spent, contrasting with a 5% decline in gaming consumer spend despite nearly 90 billion downloads.
- TikTok leads non-gaming monetization with over $3 billion in 2022 revenue and an ARPU of approximately $0.85, driven by high-price in-app purchases.
Mobile Ad Creative Index
The mobile advertising landscape in 2023 is defined by a strategic shift toward high-performing creative formats as advertisers navigate macroeconomic pressures and evolving privacy regulations.
- Native ads are the most cost-effective format for gaming, achieving a $1.01 cost-per-install and an 18% Day 7 return on ad spend.
- Interstitial and video formats drive superior short-term performance for social and dating apps, yielding up to 44% Day 7 return on ad spend.
- Video ad segments ranging from 31 to 60 seconds drive 50% higher conversions compared to shorter formats by effectively showcasing complex mechanics.
Creative Industries in the UK Report
The United Kingdom’s entertainment market reached a historic peak of £11.1 billion in 2022, representing a 6.9% year-on-year increase and nearly doubling its total value since 2015.
- The UK entertainment market reached a record £11.1 billion in 2022, a 6.9% year-on-year increase that nearly doubles its 2015 valuation.
- Digital services now dominate the landscape with a 91% market share across video, music, and gaming sectors.
- The video games sector is the largest segment at £4.66 billion, with digital software sales—driven by mobile and console DLC—accounting for 90% of that total.
The Game Industry of Finland Report: 2022
The Finnish game industry established itself as a premier global hub between 2021 and 2022, maintaining a record annual turnover of €3.2 billion.
- The Finnish game industry generated a record annual turnover of €3.2 billion in 2022, securing its position as one of the top five national game markets in Europe.
- The sector comprises 232 active studios and 4,100 employees, supported by a robust funding ecosystem that includes over €300 million in private investment and significant public R&D backing from Business Finland.
- While mobile remains the primary revenue driver, 64% of studios have pivoted toward PC development, reflecting a broader strategic shift toward multiplatform releases.
MTG Capital Markets Update 2022
Modern Times Group has successfully transitioned into a pure-play gaming entity, marking a strategic pivot defined by the divestment of ESL Gaming and a renewed focus on scaling evergreen mobile franchises.
- Modern Times Group has transitioned into a pure-play gaming entity, targeting a 7–10% organic revenue CAGR and a doubling of EBITDA by 2025.
- The company aims for an adjusted EBITDA margin of 23–25% and a cash conversion rate of 50–60% to support future acquisitions and shareholder distributions.
- The business model centers on Games as a Service (GaaS) across strategy, word, and simulation titles, utilizing the Flow platform for shared data and cross-promotion.
Mobile Ad Creative Index: 2022
The 2022 Mobile Ad Creative Index analyzes performance trends and benchmarks across four major mobile app verticals: gaming, e-commerce, entertainment, and finance.
- 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.
People Can Fly 2020 – Omówienie Wyników
This financial and operational analysis details the performance of PCF Group (People Can Fly) for the 2020 fiscal year, a period marked by significant scaling and preparation for major releases.
- PCF Group achieved significant financial growth in 2020, with revenue rising 23.6% to 103.8 million PLN and net profit increasing over 400% to 24.6 million PLN.
- Adjusted EBITDA grew by 76.7% to 32.6 million PLN, supported by development work for major partners including Square Enix and Take-Two Interactive.
- The company is executing a multi-project strategy that includes the action-RPG 'Project Dagger,' which has a projected budget of 40-60 million EUR and allows PCF to retain IP ownership.
Cultural and Creative Sectors in Post-COVID-19 Europe: Crisis Effects and Policy Recommendations
The COVID-19 pandemic served as a profound stress test for Europe’s cultural and creative sectors (CCS), exposing deep-seated structural vulnerabilities that existed long before the crisis.
- The Cultural and Creative Sectors (CCS) in the EU-27 were economically fragile before COVID-19, characterized by over 1.1 million enterprises (5% of non-financial businesses) generating EUR 145 billion (2.3% of the non-financial business economy) in 2017, with growth rates slightly above the overall non-financial business economy (1.5% vs 1.4% annually between 2012-2017).
- The COVID-19 pandemic severely impacted the CCS through measures like halting non-essential business, banning public events, and restricting movement, leading to significant income loss for suppliers (e.g., sound/lighting, caterers) and local economies dependent on festivals and events.
- Freelance performing artists, who often rely on multiple income streams and networking at events, were particularly hard hit by movement bans and social distancing, with many unable to access public support.
The State of Mobile Game Advertising 2021
The report examines U.S. mobile game advertising in 2021, focusing on ad network share of voice (SOV), creative formats, genre-specific trends, and demographic alignment.
- Gaming-centric networks including Chartboost, Unity, Adcolony, ironSource, and Vungle maintained over 90% share of voice (SOV) for mobile game advertising on iOS and Android throughout 2021.
- AppLovin and MoPub aggressively pivoted toward hypercasual publishers, increasing their game SOV to approximately 90% on iOS and 80% on Android by early 2021.
- AdMob increased its focus on Google Play titles, raising its game SOV from 60% to 80% by Q2 2021.