AdQuantum & Social Peta: Mobile Marketing in H1 2022
The competition is getting higher.
Companies researched more than 175 thousand mobile games and more than 70 traffic sources in 100 countries.
The number of advertisers in Oceania (-29.03%) and Europe (-23.34%) significantly dropped. All other regions are growing - North America (+10.06%), South Asia (+22.18%), and South America (+14.31%).
Overall, the number of gaming advertisers in H1 2022 dropped by 2% YoY - to 45.1 thousand. The number of creatives declined by 27.83% YoY to 15.8M.
Casual games (18.14% of the overall amount); puzzles (13.67%), and RPGs (12.14%) are leaders by creatives.
In H1 2022 number of advertisers on Meta platforms majorly decreased.
In all top-10 mobile gaming markets, CPM is higher than $20. The average US CPM is $27.54; CPC - is $4.22; CTR - 1.16%.
The average CPM in the world increased compared to H2 2021 by 18% to $19.31.
Android now is responsible for about 72.45% of all advertisers and creatives.