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.
Alex Lim
Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook
