The company released the report on 191 pages, which analyzed 1.2B creatives in 72 countries in more than 90 channels.
- The number of creatives in H1 2022 decreased by 27.83% YoY. The number of advertisers also dropped by 2%.
- Advertisers paid more attention to the T2 and T3 markets – all of them are growing.
- The majority of advertisers (26.03%) are working in the casual gaming space. The competition is growing, in H1 2022 the number of advertisers increased by 4.7%.
- A lot of creatives are created for casual games (18.14% of the overall amount), puzzles (13.67%), and RPGs (12.14%).
- 86% of creatives are videos.
- Android in H1 2022 was responsible for about 70% of all creatives and advertisers.
- The number of advertisers in H1 2022 on Meta platforms (Facebook, Instagram, Audience Network, Messenger) experienced a serious decline.
- The average CPM in gaming ads is $19.31 in H1 2022. The average CPC – is $2.57. The average creatives CTR – is 1.48%.
- The most expensive traffic is in the US (CPM – $27.54). The most expensive platform is iOS (CPM – $20.08). The most expensive genre is a strategy (CPM – $21.58). Women cost more than a man (CPM – $20.5 versus $18.11).
- Countries with the most expensive CPI are South Korea ($13.9), Japan ($12.69), and Hong Kong ($11.66).
- Playable Ads are the most effective from the CPI standpoint ad format. The average CPI in H1 2022 on Android was $1.41 and on iOS – $3.66.
- In 2021 CPI of video ads increased from $3.44 to $6.09.
- Banner ads have the second cheapest CPI, but the highest ROAS (11.11% – D7 and 21.95% – D30). Native ads (CPI – $5.22) are more expensive than Interstitial ads ($4.67), but they have almost similar ROAS D7 and ROAS D30. Playable Ad has the lowest CPI, but also the lowest ROAS.
