App Store search accounted for 64.7% of all mobile app installs in H1 2022, cementing search visibility and ASO as the primary acquisition drivers.
02
The mobile ecosystem experienced a contraction in mature regions, evidenced by a 6.2% year-over-year decline in advertisers and a 27% drop in total creatives.
03
Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.
04
Marketers pivoted from high-volume creative strategies to high-quality, UGC-style content, resulting in a 27.8% year-over-year reduction in total mobile game creatives to 15.8 million.
05
Publishers increasingly adopted machine-learning-powered tools, including predictive analytics and the SKAdNetwork 4.0 framework, to mitigate rising CPI and improve IAP-ROAS measurement.
06
Performance-driven optimization models, specifically cost-per-play (CPP) and in-app-purchase-return-on-ad-spend (IAP-ROAS), became the standard for managing campaign efficiency in H1 2022.
Insights
01
App Store search accounted for 64.7% of all mobile app installs in H1 2022, cementing search visibility and ASO as the primary acquisition drivers.
02
The mobile ecosystem experienced a contraction in mature regions, evidenced by a 6.2% year-over-year decline in advertisers and a 27% drop in total creatives.
03
Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.
04
Marketers pivoted from high-volume creative strategies to high-quality, UGC-style content, resulting in a 27.8% year-over-year reduction in total mobile game creatives to 15.8 million.
05
Publishers increasingly adopted machine-learning-powered tools, including predictive analytics and the SKAdNetwork 4.0 framework, to mitigate rising CPI and improve IAP-ROAS measurement.
06
Performance-driven optimization models, specifically cost-per-play (CPP) and in-app-purchase-return-on-ad-spend (IAP-ROAS), became the standard for managing campaign efficiency in H1 2022.