Mobile gaming ads have gotten more playable, and mobile campaigns longer and possibly more sophisticated. These are the important thing takeaways from a recent mobile gaming ad industry survey by mobile ad platform Mintegral.
U.S. growth. The U.S., the world’s highest-ranking country in advertiser volume, saw modest growth during the last yr. U.S. mobile gaming ad spend increased 0.46%, in line with Mintegral’s recent report, “State of Media Buying in H1 2024.”
In the identical period, the proportion of latest advertisers decreased 29%. The overall volume of U.S. mobile gaming app advertisers rose one-quarter of a percent, remaining roughly stable.
As the proportion of latest advertisers drops, advertisers with experience in mobile gaming app campaigns are increasing the length of campaigns across the board.
Longer campaigns. In nearly every gaming app category, campaign length increased through the first half of 2024, in line with the Mintegral study.
Sports topped the sphere with a mean ad campaign duration of 47 days. Social gaming apps and racing games rounded the highest three. All three of those mainstream categories showed substantial increases in campaign length and are likely areas where established advertisers are committing more attention and ad dollars.
Only the Shooting and Tower Defense game categories saw campaigns get shorter, on average, and these decreases were minimal.
Playable ads. Playable ad adoption has greater than doubled in the last yr. In the primary half of 2024, 7% of mobile gaming app advertisers adopted playable ads, up from 4% for a similar period in 2023.
Here is where playable ads are being adopted by category.
Video ads remained the highest ad format uniformly across genres, accounting for greater than three-quarters of ads in each category.
Dig deeper: What it’s essential learn about mobile game promoting
Why we care. Seventy-nine percent of gamers play mobile games, making mobile apps an important a part of the ad and gaming ecosystem. Playable ads with gamified experiences and promotional offers, when designed right, are a savvy approach to avoid intrusive interruptions. Longer campaign duration, and regular ad revenues, indicate many mobile game app advertisers are digging deeper into this a part of their mix.
You can find Mintegral’s report here (registration required).
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