AdQuantum

Technology

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Marketers reduced mobile game creative volume by nearly 30% year-over-year in H1 2022, shifting focus from raw install volume to performance metrics like Cost Per Purchase and In-App Purchase Return on Ad Spend.
Advertising costs rose significantly, with CPMs increasing 18% for mobile games and 64% for non-gaming applications.
Advertisers are increasingly prioritizing the Android ecosystem, which now accounts for approximately 70% of all mobile game creatives.

AdQuantumJan 2022

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.
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.
Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.

AdQuantumJan 2022

Mobile advertising experienced a significant contraction in H1 2022, marked by a 6.24% year-over-year decline in app advertisers and a 27.83% drop in creative volume.
The industry is shifting from high-volume output to quality-focused, data-driven campaigns, evidenced by a flat advertiser base of 45,000 despite the sharp reduction in creative assets.
Apple Search Ads are projected to reach $20 billion in revenue by 2025 as publishers increasingly prioritize search-driven installs and integrated ASO strategies.

AdQuantumJan 2022