We have a new MMA—aka marketing mobile apps—champion…
Android accounted for 70% of advertisers and creatives on mobile apps, and 60% of all advertisers in the second half of 2022.
Which apps are doing well: Casual and puzzle games have attracted a “higher percentage of creatives,” while reading and tool apps also saw more than 2% jumps in creatives.
Meanwhile, lifestyle and shopping apps both saw a more than 2% decline during the same period.
At what cost? The average cost-per-thousand views (CPM) was $20, with the US getting the highest CPM ($28), at a $4 cost-per-click (CPC) and 1.2% click-through-rate (CTR).
Average ad costs rose up to 64% from the first half of 2021 for non-gaming apps and 18% for gaming apps.
But there’s been a drop overall: The number of mobile and app advertisers dropped 6% year-on-year while total creatives dropped by 28% month-on-month.
Europe (30%) and the US (21%) saw the biggest drops, but the Middle East, South America, South Asia, and other emerging markets recorded a rise in advertiser numbers (10%).
Why we care: Last year was somewhat of a cautionary tale for mobile advertisers, but it looks like advertisers “trust” Android with their money more than they trust iOS.
Also, non-gaming app ads are seeing a bit of a rise, which is making them more costly than before.
That trend could continue this year as well, so if you’re in doubt about your ads – better decide quickly.