The U.S. solidified its position as the top global market for app advertisers, with game ad spending increasing by 0.46% year-over-year, despite a highly competitive landscape, Mintegral said.
In its State of Games Media Buying report, Mintegral covered the state of ad spending in casual games for the time from the second half of 2023 to the first half of 2024.
The new Mintegral “State of Media Buying” report looks at key trends in the casual gaming industry, including ad purchase volume, ad impression volume, ad format adoption, and ad campaign duration.
The report said video ads reign supreme across all game genres, with match-3 games leading the way in adoption, reflecting the format’s effectiveness in driving player engagement.
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Mintegral also said sports games, among other genres, saw significantly longer campaign durations, pointing to a shift in strategic investments aimed at sustained advertising over experimentation.
“The US gaming market continues to be a powerhouse,” said Jeff Sue, general manager for the U.S. at Mintegral, in a statement. “Understanding the nuances of this dynamic landscape is crucial for advertisers looking to maximize their ROI. Our report provides valuable insights into where and how to allocate ad budgets for optimal results.”
Mintegral is a programmatic advertising platform and subsidiary of leading advertising technology company Mobvista.
This report is based on data collected between H2 2023 to H1 2024, with YoY comparisons based on H1 2023. The report covers the United States, Japan, South Korea, Southeast Asia, the United Kingdom, France, Germany, Brazil, and over 100 other countries. The data excludes Mainland China.
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