Are online ads getting better, or are people getting used to them...? Anyway it is interesting to see that the attitude towards online advertising is not going more negative over time…(very interesting research done over a few years on a substantial number of users in different markets via Consumer Insights Global survey, the last edition done in August 2024)
Meeting user expectations for advertising across different countries is a significant challenge for marketing and user acquisition teams. To better understand these expectations, this analysis utilizes data from a recent 2023 GWI survey. The data provides a detailed look at 12 countries, with further segmentation by internet users, smartphone gamers, and those with high incomes.Overall, the data reveals some key trends:▪️ While entertaining ads are particularly sought after in India and Western markets, the need for informative advertising remains strong across all countries, especially in India, the US, and Brazil. ▪️ Interestingly, ads that offer educational value are highly appealing to Indian users, a finding that supports other research on this audience. ▪️ Another notable trend is the positive reception of social themes and diversity in advertising within India and China. This is likely because these countries possess significant internal diversity, […]
In the past, I frequently wrote and presented about the opportunities in ad and hybrid monetization. This led to questions like, "If it's growing so well, why are my eCPMs declining?". Such questions are challenging to answer, but it's important to understand one key point. Ad monetization has wider adoption and lower concentration than in-app revenue. This means the barrier to entry is lower, and the potential for competition in the long tail (when we simply add ads without innovation or a strong data-driven approach) is even higher than with in-app purchases.Here's data comparing Data.ai (in-app revenue) and Apptica (ad distribution) among top 1000 games and apps on iOS and Games. While comparing different datasets isn't straightforward, and tools have limitations, the difference is quite apparent. Data inludes worldwide data for 9.2023-8.2024 (last 12 months).Once again, ad and hybrid monetization […]
Bain & Company published a very interesting report about gaming (not only mobile). I believe it adds value to go over the report.Main insights from the report🔹 𝐌𝐚𝐫𝐤𝐞𝐭 𝐯𝐚𝐥𝐮𝐞: According to Bain & Company report, the global market for video game revenue reached $196 billion USD in 2023, more than the combined revenue from streaming video ($114 billion USD), streaming music ($38 billion USD), and global box-office receipts ($34 billion USD)🔹 𝐆𝐫𝐨𝐰𝐭𝐡 𝐢𝐧 𝐭𝐡𝐞 𝐠𝐚𝐦𝐢𝐧𝐠 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲: The report forecasts the gaming market to grow at approximately 6% annually through 2028 reaching $257 billion by 2028. 🔹 𝐘𝐨𝐮𝐧𝐠 𝐠𝐚𝐦𝐞𝐫𝐬 𝐝𝐫𝐢𝐯𝐞 𝐭𝐡𝐞 𝐠𝐫𝐨𝐰𝐭𝐡: 52% of people surveyed play video games regularly. But the clearest source of future growth comes from the youngest players (2 to 18 years old), 80% of whom identified as gamers in the survey. Younger consumers spend a greater […]
As internet quality improves, concerns about the size of mobile games or apps are becoming less of an issue. However, it's still wise to consider app size during development, particularly when targeting markets with relatively slow mobile and fixed broadband speeds.Fixed broadband and mobile internet speeds vary significantly across countries. In my opinion, it's useful to analyze this data in conjunction with a country's urbanization level. It seems that the lower a country's urbanization, the higher the likelihood that actual internet speeds will deviate from the average (especially in large countries). Here I looked at the data provided by The Speedtest Global Index by Ookla (speedtest.net/global-index).Generally, these countries can be divided into a few groups, including:- countries with very fast mobile and fixed broadband connections and very high urbanization, e.g., UAE, Qatar, South Korea, Singapore, Saudi Arabia, Norway, Netherlands (most of […]
What's happening with paid growth in the mobile gaming market? It's a question I get asked frequently, and of course, there are many ways to approach it. I decided to examine it from a data perspective (based on data ai data). I analyzed data comparing the share of paid downloads within the total download pool for various mobile gaming segments (top 10 games worldwide by revenue, top 11-50, etc.) across different years. Naturally, such an analysis has limitations. For instance, it is very hard for any tool to distinguish all paid downloads, and this analysis considered worldwide data (perhaps focusing on a single country, like the US, would be more insightful).Nevertheless, even from this data, we can observe the following:🔹 On Android, paid downloads saw strong growth from 2019 to 2021, with a significant dip in 2022, followed by a […]
From time to time, I write about ad monetization and hybrid monetization, which in my opinion (despite challenges with eCPMs) remain viable strategies. As many people wonder if it makes sense to add ads to mobile games or apps, and in which countries to focus on this, I decided to compile knowledge on the topic from a few different sources: - In general, users from Emerging Markets are more likely to accept ads in exchange fo free content than users from Western markets.- Ads are an important part of gaming revenue in many markets.- There is not a huge difference between All respondents versus Gen Z.- The top 3 motivations for Rewarded ads are: To gain more lives/energy, To gain more in-game currency, To progress quickly in the game.- Users in core games are more likely to watch longer ads […]
Central Asia is a region with strong potential for growth, particularly within the mobile sector. This includes mobile gaming, non-gaming apps, and the overall mobile industry. I saw it being a speaker at the most important events in the region (Central Asia Game Show, Digital Bridge 2023, and some initiatives at Astana Hub). Since a lot of data points about mobile technology, gaming, and apps are scattered across various sources, I promised to create some analysis/reports about that region (especially Kazakhstan, Kyrgyzstan, and Uzbekistan). It starts with more general data and then it gets more and more detailed.- general data about Central Asia and mobile there- detailed data about mobile gaming in the most important markets of Central Asia- detailed information about apps in the most important markets of Central Asia
In my opinion, ad monetization and hybrid monetization will significantly influence future discussions about potential and growth in the mobile industry: - on the one hand, they have become essential elements in almost every discussion about monetization in mobile gaming.- on the other hand, people rarely explicitly mention this market segment. Even within mobile gaming, while the importance of ads is acknowledged, estimations of the market often focus solely on in-app purchases.𝐇𝐨𝐰 𝐛𝐢𝐠 𝐢𝐬 𝐢𝐧-𝐚𝐩𝐩 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠?There are few sources that estimate the size of the in-app advertising market. Statista, one such source, forecasts that worldwide ad spending in this market will reach $352.70 billion in 2024 and grow to $534.10 billion in 2029 (an average yearly growth rate of 8-10%).According to that data, the main drivers of in-app advertising are Social Networking, Games, Shopping, Entertainment, News & Magazines, Music, Books […]
What's the state of the gaming and non-gaming industries after the first half of 2024? Dive into this presentation for a detailed analysis and summary of key trends (based on Sensortower data).In general:▪ iOS outperforms Android in both gaming and non-gaming revenue. ▪ Following a period of growth, both sectors experienced a sharp decline in June 2024, with Android gaming revenue dropping 15% year-over-year (YoY) 😮.▪ This decline is notable, although it is good to know that June 2023 was also the weakest month of 2023.▪US gaming revenue in June 2024 was particularly weak, decreasing 31% YoY 😮. ▪ However, summarising H1 2024 revenue for both Android and iOS (excluding China) reveals a slight overall growth compared to H1 2023.▪ Most of the gaming revenue growth came from the Strategy, Action, Puzzle, and Casual genres. ▪ In non-gaming, strong revenue […]
It seems to me that there is a lot of discussion about retention rates, conversion rates, growth, data, and design in gaming, although there is much less discussion about users' motivations in gaming.This is especially true when it comes to understanding the motivations of users in different countries. As the data shows that these motivations differ. We often highlight differences in the popularity of different gaming genres in different countries, forgetting that these differences are often the outcome of different motivations.- For example, research on gaming in India has shown that Indian gamers see more value in gaming together (one player is quoted as saying, "I feel better when I play with others. It is a way to interact with people and it is better than playing alone. You learn from other players and you also can teach them something.") […]
For anyone working/interested in iOS campaigns on Google, it's noteworthy that starting in June, the YouTube mobile app will begin displaying Apple's App Tracking Transparency (ATT) prompt to iOS users worldwide. This prompt empowers users to decide whether their activity is tracked across different apps and websites.𝐖𝐡𝐲 𝐢𝐬 𝐭𝐡𝐢𝐬 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭? YouTube is the top app on iOS by active users worldwide. Gaining user consent via the ATT prompt could unlock a higher volume of trackable conversions, more data for modeling, and drive improved campaign performance. 𝐒𝐨𝐦𝐞 𝐚𝐝𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐝𝐞𝐭𝐚𝐢𝐥𝐬The prompt will not be shown to all users. For example, YouTube Premium users and users with child accounts on YouTube will not be shown the prompt. Additional details about it at: https://lnkd.in/dkNmdw_H
Please login or subscribe to continue.
No account? Register | Lost password
✖Are you sure you want to cancel your subscription? You will lose your Premium access and stored playlists.
✖
