Gaming accounts for half of total industry ad spend: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 29, 2021, 3:04 PM UTC

Adjust’s recent global data analysed 270 advertising networks across nearly 250 countries and 12 verticals.

The study found that with a share of 50% of total industry ad spend, gaming remains the largest category for spending on user acquisition on mobile devices. The second in line is ecommerce at 16% of total global ad spend. When it comes to the Asia Pacific region, gaming accounts for 64% of total industry ad spend, which is followed by publications with an 11% share.

In Europe, the Middle East and Africa, gaming account for 39% of total industry ad spend, which is followed by ecommerce at 27%. As for North America, gaming accounts for 57% of ad spend, which is followed by fintech at 14%.

In most regions, gaming continues to be the top vertical on mobile as it monetises better than other categories. Additionally, gaming makes up a quarter of all iOS downloads and around 21% of all Android downloads. Within gaming genres, puzzle gaming is the top global sub-vertical for ad spend, with a 16% share.

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