The white paper presents a data‑driven assessment of the 2024 global mobile app advertising landscape, emphasizing creative volume growth and the dominance of short‑drama content. It reports that 31.9 million new creatives were launched in Q3, a two‑year high driven largely by shopping and short‑drama apps. The average monthly creative count rose 28.7 % to 159, while the number of advertisers fell 8.9 %, indicating a shift toward higher creative output per advertiser and intensified competition in key markets such as Japan and South Korea, where summer vacation periods saw the sharpest spikes.
Short‑drama impressions surpassed 2 billion, with more than 40,000 distinct creatives contributing to the top spot in advertising spend. The analysis identifies leading platforms—ShortMax, DramaBox, MoboReels—and notes the emergence of new entrants like My Drama and ByteDance’s Melolo. Regional insights show local productions dominate Europe and North America, whereas translated dramas lead Southeast Asia.
The report also highlights influencer marketing’s reach, noting over 100 million impressions with 70 % from North America. In that region, app creatives grew 31.4 % year‑on‑year to 71.2 million, peaking at over 12 million deduplicated creatives in July. Methodologically, the study aggregates data from SocialPeta’s refined product suite and partner insights, covering five major game genres across the U.S., Japan, South Korea, Southeast Asia, and beyond. The findings suggest that while advertiser numbers are modestly declining, creative innovation and placement intensity remain robust, offering actionable intelligence for marketers seeking to optimize global mobile app campaigns.
