Advertising & MonetizationยทUpdated Mar 17, 2026 by Apptica
Video-centric content now dominates the mobile advertising landscape, accounting for 80% of all creatives in Q3 2023, up from 69% in the previous quarter.
Total mobile advertisers declined 7% year-over-year to 54,900, though the gaming, entertainment, and lifestyle verticals bucked this trend with continued growth.
Android remains the primary platform for ad distribution, hosting 68% of the 15.2 million total creatives compared to 32% on iOS.
In the US market, gaming remains the leading category for both downloads (4.68 billion) and revenue ($6.5 billion), despite experiencing slight year-over-year market contractions.
Top-tier advertisers are maintaining high-volume strategies, deploying an average of 54,000 creatives across nine different ad networks.
User-Generated Content (UGC) has become a core UA strategy, focusing on 'problem-solution' narratives, text overlays for sound-off viewing, and creator-led storytelling to drive engagement.
Video-centric content now dominates the mobile advertising landscape, accounting for 80% of all creatives in Q3 2023, up from 69% in the previous quarter.
Total mobile advertisers declined 7% year-over-year to 54,900, though the gaming, entertainment, and lifestyle verticals bucked this trend with continued growth.
Android remains the primary platform for ad distribution, hosting 68% of the 15.2 million total creatives compared to 32% on iOS.
In the US market, gaming remains the leading category for both downloads (4.68 billion) and revenue ($6.5 billion), despite experiencing slight year-over-year market contractions.
Top-tier advertisers are maintaining high-volume strategies, deploying an average of 54,000 creatives across nine different ad networks.
User-Generated Content (UGC) has become a core UA strategy, focusing on 'problem-solution' narratives, text overlays for sound-off viewing, and creator-led storytelling to drive engagement.