The Number of Mobile Game Ad Creatives Decreased by 28%

The total number of creatives in the first half of 2022 decreased by 27.83% and the number of advertisers dropped by 2%.

Ad and marketing intelligence platform Social Peta has released a new white paper providing global insights into the mobile and app market in the first half of 2022. The document analyzes 1.2 billion ad creatives from more than 90 advertising platforms including Twitter, YouTube, Facebook, and TikTok in 72 countries and regions.

According to the white paper, the total number of creatives in the first half of 2022 decreased by 27.83% compared to the same period in the previous year, and the number of advertisers dropped by 2%. However, H1 2022 saw an increase of over 10% in advertisers in the Middle East, South America, South Asia, and other emerging markets.

The number of casual game advertisers increased by 4.7% year-over-year and accounted for the majority of total advertisers (26.03%). Meanwhile, the percentage of RPG advertisers fell dramatically reaching 6.91% of total advertisers. During the same period last year, RPG had been the third game genre by the number of advertisers, while this year it ranked fifth, below simulation and action games.

As for the percentage of creatives by game genre, casual games also took first place (18.14%) followed by puzzle games (13.67%), RPGs (12.14%), and strategy (9.78%).

Over 86% of total ad creatives were videos, while images accounted for 12.83% which represents a drop from 18% in the first half of 2021.

Android had about 70% of all creatives and advertisers in the first six months of 2022. The analysts attribute this to Apple's new IDFA which forced more companies to focus their advertising on Android. As a result, the average number of creatives per advertiser on Android was 14% more than that on iOS.

The average CPM (cost per thousand) for in-game ads in the first half of 2022 was $19.31 and CPC (cost-per-click) was $2.57. The average click-through rate of creatives was 1.48%. The most expensive traffic was in the USA (CPM of $27.54). CPM also surpassed $25 in the 5 countries and regions including Australia, Japan, Hong Kong (China), and South Korea.

You can learn more insights into mobile game and app marketing trends by reading the full white paper here. Also, don't forget to join our Reddit page and our Telegram channel, follow us on Instagram and Twitter, where we are sharing breakdowns, the latest news, awesome artworks, and more. 

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