Mobile Monday: First Party Data Obtained, Mobile Game Spending Up 42% vs. 2020, Highest Game Revenue on Mobile
Digital Turbine constantly keeps tabs on the mobile world, and every week we share the most interesting and important stories and articles to know. In this edition of Mobile Monday, the stories we cover are the journey to acquire Apple’s first-party data post-privacy measures, the growth of mobile games and consumer spending on games, and the rise of mobile game revenue. Learn all about these stories in this week’s Mobile Monday!
On your marks, aim, target!
About a year ago, when Apple introduced privacy measures for the iPhone, the mobile advertising industry braced itself for all sorts of dire predictions. While some of these fears aren’t completely unfounded – people have seen reduced success with some platforms – other advertising strategies have shown positive results. As Google aims to disable tracking technology for its Chrome browser by 2023, advertisers are already anticipating bigger changes.
The New York Times explored some of the changes and impacts of the Privacy Age in a recent article titled “You are still followed on the internet, but in a different way”. Although the title of the article is clickbaity, the story itself provides anecdotal evidence that shifting ad spend from Facebook to other channels has yielded positive results. As tracking changes have made the power of Facebook ads less accurate, people have turned to ad platforms that do “first-party tracking”—that is, track what users do on their own apps or websites. The key, of course, is that to be truly useful to advertisers, first-party tracking needs to have a base of millions of users and lots of information about what they’re actually doing. Which means you always find the winners are digital giants like Google, Amazon, Snap and TikTok.
It’s likely that these changes to first-party tracking are still in their early stages. The article actually mentions how Facebook is investing in creating new ways to track users – including asking small businesses to share customer information (the idea being that if everyone does this, Facebook “would have all the necessary data”). Whether it will be successful remains to be seen. For our part, Digital Turbine’s on-device solutions have a massive base of 700 million devices that can be reached. So, as privacy changes create changes in the ecosystem, advertisers will certainly have a variety of options available to them.
Mobile games continue to capture consumer spending and installs
As more and more apps are created and optimized (as they should be), consumers are still prioritizing usage and spending in mobile games. According to Data.aiwithin the Google Play Store, mobile games accounted for 73% of consumer spending, while the Apple Store saw 60% of spending come from games in Q1 2022. Overall, consumers spent around $22 billion dollars in mobile games in the first three months. this year, and spending is still up from pre-pandemic levels.
As noted in its report, Data.ai states, “Gaming has such a powerful influence on the app economy. In total, 65 cents of every dollar spent in app stores goes to games. , the rate is higher — in fact, Android users spend 73 cents of every in-game dollar.
In addition to consumer spending, mobile game installs have also increased over the past year. Google Play saw a 15% increase in downloads over last year, with 44% of those downloads being games. For iOS, 28% of downloads over the past year were from games.
Mobile games continue to reach a growing number of users in the United States and around the world. Consumers of all demographics will turn to mobile games for fun, entertainment and to connect with friends, making it the ideal platform for advertising and increasing brand awareness and conversions.
Mobile game advertising revenue continues to break records
Time spent on mobile has seen a huge increase during the pandemic, and mobile games have been the biggest winners. According to new zoo. And ad dollars aren’t left behind.
Despite changes to Apple’s IDFA, mobile game revenue grew 34% last year as the mobile advertising industry used alternative strategies to continue growing.
According to Insider Intelligence / eMarketerU.S. mobile gaming ad revenue is expected to reach $6.26 billion in 2022, up 14% from $5.49 billion in 2021. Healthy growth will continue through 2024, reaching 7 $.87 billion in ad revenue, a total of 2.5% of all digital ad spend. .
eMarketer pointed out that advertising opportunities in games have caught the attention of global players, with Netflix starting its own games business.
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About FyberFyber, part of Digital Turbine’s independent mobile growth platform, develops innovative ad monetization solutions trusted by top mobile game and app publishers. Fyber’s suite of products offers publishers a reliable, non-confrontational alternative that drives superior results by creating an optimal connection between mobile audiences, leading global brands and mobile-first advertisers through over 40 billion opportunities daily advertisements. Fyber’s FairBid Mediation, Fyber Marketplace, and Offer Wall Edge are all designed with performance, scale, and transparency in mind. To learn more about how their monetization solutions put app developers first, check out their Blog.
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