The data attribution service Tenjin released a report on the mobile games advertising market for the second quarter of 2024. Here are the details.
- The share of Android in advertising revenue for mobile games increased. It was 59% in the first quarter and rose to 63% in the second quarter.
Distribution of mobile game advertising revenue by platform in the second quarter of 2024
- 30% of the advertising revenue for Android games came from the United States. Russia (14%), Brazil (6%), Japan (5%), and Mexico (4%) also made it to the top five countries.
Top markets for Android game advertising revenue in the second quarter of 2024
- For iOS, the top five countries by share of game advertising revenue were the United States (52%), Japan (10%), Russia (8%), the United Kingdom (5%), and Germany (3%).
Top markets for iOS game advertising revenue in the second quarter of 2024
- The top five ad networks by revenue from Android games advertising were Google AdMob (26%), AppLovin (17%), Mintegral (16%), Unity Ads (13%), and Liftoff (5%).
- The top five ad networks by revenue from iOS games advertising were AppLovin (35%), Mintegral (17%), Google AdMob (16%), Unity Ads (12%), and IronSource (8%).
- Banner ad eCPM. On iOS, the highest effective cost per thousand impressions for banners was in the United States at $0.99. For Android, Canada led with $2.
Average banner ad eCPM on iOS in different countries
Average banner ad eCPM on Android in different countries
- Interstitial ad eCPM. For this metric, the United States led on both platforms, with eCPM of $23.17 on iOS and $16.15 on Android.
Average interstitial ad eCPM on iOS in different countries
Average interstitial ad eCPM on Android in different countries
- Rewarded ad eCPM. This type of ad also had the highest eCPM in the United States for both platforms, with $24.39 on iOS and $16.15 on Android.
Average rewarded ad eCPM on iOS in different countries
Average rewarded ad eCPM on Android in different countries
- Speaking separately about eCPM in Russia, for banner ads it was $0.73 on iOS and $0.47 on Android, for interstitial ads — $10.55 on iOS and $4.52 on Android, and for rewarded ads — $11.44 on iOS and $4.52 on Android.
Note: eCPM statistics for different types of ads are based on data from CAS.AI (covering 6 billion ad impressions). The rest of the statistics are based on data collected from apps with the Tenjin SDK (covering 146 billion ad impressions).