Key Insights

• Android has approximately 70% of mobile game advertisers and creatives, and 60% of total advertisers.
• In the first half of 2022, the number of mobile and app advertisers declined by 6% year-on-year, while total creatives declined by 27% month-on-month.
• Advertisers in the Middle East, South America, South Asia and other emerging markets increased by 10%.

With Apple's introduction of a transparent framework for ad tracking in 2021, more and more app and mobile advertisers are shifting their budgets to Android. Android accounted for 70% of app ad creatives in second half of 2022.

Mobile advertisers are rethinking where they invest

In addition to the importance factor of user privacy, at the same time, major mobile advertisers are reconsidering the direction and focus of their investments.

In the first half of 2022, the number of mobile and app advertisers fell by 6% year-on-year, while total creative month-on-month fell by 27%. The largest declines were seen in Europe and the Americas, at 30% and 21% respectively. However, advertisers increased by 10% in the Middle East, South America, South Asia and other emerging markets. 

Android attracts more creatives

There are 171 more app creatives on average on Android than on iOS. Android has approximately 70% more mobile game advertisers and creatives, and 60% more advertisers in total. The average ratio of creatives per advertiser on Android is 14% more than on iOS.

Marketers are more concerned about the quality of the app product and UGC

The figure shows that the total number of mobile game creatives fell by 28% in the first half of 2022. Casual and puzzle games attracted a higher proportion of creatives, while there was a jump in non-gaming reading and tools apps. Shopping apps saw a 2% year-on-year decline in creative.
(Want to know more about UGC marketing and how UGC can inspire your business?)