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.
Creative strategies differ by platform: iOS favors video (59.9% of creatives), while Android relies heavily on static images (58.8% of creatives).
Android publishers are significantly more aggressive in testing, running between 2 and 124 times more creative variations than their iOS counterparts.
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.
Interactive and playable ads remain a niche format, representing less than 3% of the total advertising share on both iOS and Android.
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.
Creative strategies differ by platform: iOS favors video (59.9% of creatives), while Android relies heavily on static images (58.8% of creatives).
Android publishers are significantly more aggressive in testing, running between 2 and 124 times more creative variations than their iOS counterparts.
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.
Interactive and playable ads remain a niche format, representing less than 3% of the total advertising share on both iOS and Android.