- 01
The mobile advertising market has doubled since 2019, with over 120,000 active advertisers identified across 35 countries in 2022.
- 02
Android dominates the advertising landscape, accounting for 71% of advertisers and over 80% of the 14.6 million creatives tracked.
- 03
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.
- 04
Creative strategies differ by platform: iOS favors video (59.9% of creatives), while Android relies heavily on static images (58.8% of creatives).
- 05
Android publishers are significantly more aggressive in testing, running between 2 and 124 times more creative variations than their iOS counterparts.
- 06
Meta Platforms, Playrix, and TikTok lead in total traffic share, while Playrix, Easybrain, and Tripledot Studios maintain consistent top-ten market leadership across both ecosystems.
- 07
Interactive and playable ads remain a niche format, representing less than 3% of the total advertising share on both iOS and Android.