The mobile app market has shifted from volume-based growth to a quality-focused model, evidenced by a 16.7% YoY decline in active advertisers alongside a 73.3% surge in creatives per advertiser.
02
Global user acquisition spend grew 13% YoY to $78 billion, with the increase driven almost exclusively by iOS advertising.
03
Video remains the dominant advertising format, accounting for approximately 70% of social media inventory, while static and playable ads are relegated to testing and engagement signaling.
04
The iOS-to-Android advertising ratio has stabilized at 4:6, though iOS advertisers maintain higher creative output due to expectations for superior monetization.
05
AI has transitioned from a marketing tool to a core operational capability, where success is defined by the ability to scale volume and quality while maintaining sustainable monetization.
06
North America remains the most selective global market, requiring high content quality and established trust as a prerequisite for broader international scalability.
07
Non-gaming sectors, specifically e-commerce, fintech, and betting, are the primary drivers of current user acquisition spending.
Insights
01
The mobile app market has shifted from volume-based growth to a quality-focused model, evidenced by a 16.7% YoY decline in active advertisers alongside a 73.3% surge in creatives per advertiser.
02
Global user acquisition spend grew 13% YoY to $78 billion, with the increase driven almost exclusively by iOS advertising.
03
Video remains the dominant advertising format, accounting for approximately 70% of social media inventory, while static and playable ads are relegated to testing and engagement signaling.
04
The iOS-to-Android advertising ratio has stabilized at 4:6, though iOS advertisers maintain higher creative output due to expectations for superior monetization.
05
AI has transitioned from a marketing tool to a core operational capability, where success is defined by the ability to scale volume and quality while maintaining sustainable monetization.
06
North America remains the most selective global market, requiring high content quality and established trust as a prerequisite for broader international scalability.
07
Non-gaming sectors, specifically e-commerce, fintech, and betting, are the primary drivers of current user acquisition spending.