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2022 Global White Paper on Mobile Advertising & Marketing Game
1 Jan 2022191 pages~1 min full read
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.
See it on page 9Video 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.
See it on page 14While 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.
See it on page 112Apple’s IDFA privacy changes forced a strategic pivot toward motivation-based creative strategies and localized global launches, particularly among Chinese firms facing domestic regulatory constraints.
See it on page 99Casual and puzzle games led in total advertising volume, but RPG and strategy titles commanded the highest advertising spend and revenue generation.
See it on page 51Platform dominance is shifting as interactive AR filters and short-form content on TikTok and Snapchat challenge the traditional market share of Meta.
See it on page 162The global mobile market in the first half of 2022 underwent a significant transition, characterized by a contraction in total advertising volume alongside a strategic pivot toward high-quality, video-centric content. While the total number of advertisers and ad creatives declined year-over-year, emerging markets in the Middle East, South America, and Southeast Asia experienced robust growth. This period saw a sharp rise in advertising costs, with the average CPM reaching $19.31 and the United States and South Korea emerging as the most expensive regions for user acquisition.
Casual and puzzle games dominated the advertising landscape by volume, yet RPGs and strategy titles commanded the highest revenue and advertising spend. A notable trend involved mid-core developers utilizing "lightweight" or drama-based video creatives to lower entry barriers for broader audiences. Video formats now constitute over 86% of all creatives, with interactive AR filters and short-form content on platforms like Snapchat and TikTok challenging the traditional dominance of Meta. In the non-gaming sector, shopping and finance apps led in advertiser activity, while reading apps produced the highest volume of individual creatives.
The industry faced headwinds from Apple’s IDFA privacy changes, prompting a shift toward "motivation-based" creative strategies and localized global launches, particularly by Chinese firms seeking relief from domestic regulatory pressures. Despite rising costs and a 27% drop in creative volume, the market remains dynamic, driven by the expansion of esports, cross-platform play, and a growing consumer interest in the metaverse. Success is increasingly defined by down-funnel conversion optimization and the use of immersive, emotionally resonant storytelling to engage diverse global demographics.
