ReportAppsumer
Mobile Advertising Benchmark Report Q2 2022
1 Jun 202215 pages~11 min full read
Apple Search Ads (ASA) has emerged as a core duopoly partner alongside Google, with advertiser adoption reaching 94.8% and share-of-wallet increasing by five points to 15%.
See it on page 2Facebook’s market position declined between Q2 2021 and Q2 2022, with adoption dropping to 82.8% and share-of-wallet falling four points to 28%.
See it on page 13Google remains the dominant advertising channel with 95% adoption and a 34% share-of-wallet, largely driven by its stability on the Android platform.
See it on page 7Advertisers are increasingly diversifying into non-self-attributing solutions, as evidenced by the top-five DSPs and ad networks growing to 27% adoption.
See it on page 7TikTok experienced a seven-point decline in adoption to 43.2%, while its share-of-wallet remained stagnant at 3%.
See it on page 3Snap’s performance in the mobile advertising space weakened significantly, with its share-of-wallet halving to 2% despite a slight recovery in adoption to 32.7%.
See it on page 13The analysis evaluates how the universal rollout of Apple’s AppTrackingTransparency framework reshaped media‑mix decisions for performance‑driven mobile‑app advertisers between the second quarters of 2021 and 2022. By comparing adoption rates and share‑of‑wallet across the principal acquisition channels, it demonstrates that Apple Search Ads (ASA) has moved from a peripheral position to a core component of the duopoly with Google, overtaking Facebook in advertiser adoption while narrowing the gap in spend allocation.
ASA’s adoption climbed to 94.8 %—a four‑point year‑over‑year increase—and its share‑of‑wallet rose five points to 15 %. In contrast, Facebook’s adoption slipped to 82.8 % (down three points) and its share‑of‑wallet fell four points to 28 %, though a modest rebound from Q4 2021 to Q2 2022 hints at recovery. Google remained stable, with roughly 95 % adoption and a 34 % share‑of‑wallet, reflecting its dominance on Android. Among lower‑tier channels, TikTok’s adoption fell to 43.2 % (down seven points) while its spend share held steady at 3 %; Snap’s adoption edged up to 32.7 % after a dip, yet its share‑of‑wallet halved to 2 %. Top‑five DSPs and ad networks grew to 27 % adoption, indicating a shift toward non‑self‑attributing solutions
