Marketing·Updated Jun 25, 2026 by SocialPeta
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.
Video 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.
While 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.
Apple’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.
Casual and puzzle games led in total advertising volume, but RPG and strategy titles commanded the highest advertising spend and revenue generation.
Platform dominance is shifting as interactive AR filters and short-form content on TikTok and Snapchat challenge the traditional market share of Meta.
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.
Video 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.
While 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.
Apple’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.
Casual and puzzle games led in total advertising volume, but RPG and strategy titles commanded the highest advertising spend and revenue generation.
Platform dominance is shifting as interactive AR filters and short-form content on TikTok and Snapchat challenge the traditional market share of Meta.