The U.S. mobile gaming ad market is maturing, evidenced by a marginal 0.25% growth in active advertisers and a 29% decline in new market entrants during the first half of 2024.
Publishers are prioritizing established assets over experimentation, as total ad purchases grew by only 0.46% while the volume of new ad creatives dropped by 12%.
Genre dominance is shifting, with Puzzle games now leading in ad impressions, while Sports and Shooting genres saw the fastest growth, rising six and four places respectively.
Video ads remain the primary creative format, accounting for 87% of the ad mix in the Match genre, while playable ads remain a niche strategy used in only 13% of Hypercasual campaigns.
Campaign longevity is highly genre-dependent, ranging from an average of 47 days for Sports games to just 23.6 days for Role-Playing Games.
Market participants are increasingly transitioning from Hypercasual to Hybrid-casual models, utilizing Target ROAS and intelligent bidding to manage user acquisition costs.
The U.S. mobile gaming ad market is maturing, evidenced by a marginal 0.25% growth in active advertisers and a 29% decline in new market entrants during the first half of 2024.
Publishers are prioritizing established assets over experimentation, as total ad purchases grew by only 0.46% while the volume of new ad creatives dropped by 12%.
Genre dominance is shifting, with Puzzle games now leading in ad impressions, while Sports and Shooting genres saw the fastest growth, rising six and four places respectively.
Video ads remain the primary creative format, accounting for 87% of the ad mix in the Match genre, while playable ads remain a niche strategy used in only 13% of Hypercasual campaigns.
Campaign longevity is highly genre-dependent, ranging from an average of 47 days for Sports games to just 23.6 days for Role-Playing Games.
Market participants are increasingly transitioning from Hypercasual to Hybrid-casual models, utilizing Target ROAS and intelligent bidding to manage user acquisition costs.