This is stated in the Gamesight report on advertising platforms for game developers.
According to analysts, TikTok is the only advertising platform that has shown the best result on mobile devices. The conversion rate of game ads in the mobile version of TikTok last year was nine times higher than in the desktop version.
However, Gamesight noted that in general, the conversion of game advertising to TikTok fell from 2.65% to 0.96% over the year. The reason partly lies in the dislike of zoomers — the main audience of the social network — for advertising. In addition, the TikTok format itself is to blame, because of which advertisers need to have time to interest the audience in a matter of seconds.
In the full version of the report, analysts also compared large advertising platforms by the level of retention and the volume of advertising. Separately, they talked about the advertising indicators of free-play and premium games.