The mobile advertising ecosystem contracted in H1 2022, with the total number of advertisers falling 5.79% to approximately 83,400 and creative volume dropping 27% to 40 million assets.
02
Mobile-game advertising costs remain high in key markets, with the U.S. and Japan recording average CPMs of $27.54 and $25.93, while iOS campaigns command a 15% price premium over Android.
03
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).
04
Audience targeting premiums are significant, with impressions for female users and the 55–64 age demographic costing 13% more than other segments.
05
Consumer interest in emerging tech remains low, with only 16% of players expressing curiosity about NFTs and 32% about metaverse features.
06
Influencer marketing is losing ground to social proof, as friend-based recommendations outperform celebrity influencers by a factor of four.
07
The Asia-Pacific region (excluding China) was the only market to experience a net increase in advertisers during the first half of 2022.
Insights
01
The mobile advertising ecosystem contracted in H1 2022, with the total number of advertisers falling 5.79% to approximately 83,400 and creative volume dropping 27% to 40 million assets.
02
Mobile-game advertising costs remain high in key markets, with the U.S. and Japan recording average CPMs of $27.54 and $25.93, while iOS campaigns command a 15% price premium over Android.
03
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).
04
Audience targeting premiums are significant, with impressions for female users and the 55–64 age demographic costing 13% more than other segments.
05
Consumer interest in emerging tech remains low, with only 16% of players expressing curiosity about NFTs and 32% about metaverse features.
06
Influencer marketing is losing ground to social proof, as friend-based recommendations outperform celebrity influencers by a factor of four.
07
The Asia-Pacific region (excluding China) was the only market to experience a net increase in advertisers during the first half of 2022.