Market (Mobile)·Updated Mar 17, 2026 by SocialPeta
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.
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.
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).
Audience targeting premiums are significant, with impressions for female users and the 55–64 age demographic costing 13% more than other segments.
Consumer interest in emerging tech remains low, with only 16% of players expressing curiosity about NFTs and 32% about metaverse features.
Influencer marketing is losing ground to social proof, as friend-based recommendations outperform celebrity influencers by a factor of four.
The Asia-Pacific region (excluding China) was the only market to experience a net increase in advertisers during the first half of 2022.
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.
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.
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).
Audience targeting premiums are significant, with impressions for female users and the 55–64 age demographic costing 13% more than other segments.
Consumer interest in emerging tech remains low, with only 16% of players expressing curiosity about NFTs and 32% about metaverse features.
Influencer marketing is losing ground to social proof, as friend-based recommendations outperform celebrity influencers by a factor of four.
The Asia-Pacific region (excluding China) was the only market to experience a net increase in advertisers during the first half of 2022.