Playable ads in the gaming sector achieve the lowest cost-per-install (CPI) at $1.98, while banner ads generate the highest 30-day return on ad spend (ROAS) at nearly 22%.
iOS advertising costs are frequently double those of Android, making Android the more cost-effective platform for mobile user acquisition.
There is a significant disconnect between player psychology and creative execution, with only 4% of casual game video ads and less than 1% of midcore ads successfully targeting specific player motivations.
Banner ads are the most value-driven format for the e-commerce and finance sectors, consistently delivering the lowest CPIs and the highest install-to-action rates.
The 2022 index is derived from a dataset covering 805 billion impressions, 12.6 billion clicks, and 200 million installs between January 2021 and January 2022.
Future performance marketing success requires a shift toward hyper-localization, iterative creative testing to mitigate ad fatigue, and the integration of gamification elements into non-gaming brand strategies.
Playable ads in the gaming sector achieve the lowest cost-per-install (CPI) at $1.98, while banner ads generate the highest 30-day return on ad spend (ROAS) at nearly 22%.
iOS advertising costs are frequently double those of Android, making Android the more cost-effective platform for mobile user acquisition.
There is a significant disconnect between player psychology and creative execution, with only 4% of casual game video ads and less than 1% of midcore ads successfully targeting specific player motivations.
Banner ads are the most value-driven format for the e-commerce and finance sectors, consistently delivering the lowest CPIs and the highest install-to-action rates.
The 2022 index is derived from a dataset covering 805 billion impressions, 12.6 billion clicks, and 200 million installs between January 2021 and January 2022.
Future performance marketing success requires a shift toward hyper-localization, iterative creative testing to mitigate ad fatigue, and the integration of gamification elements into non-gaming brand strategies.