Russia entered the top 5 countries in terms of share of advertising revenue from mobile games in the first quarter of 2024
Another analytical report has been released by the data attribution service Tenjin. It provides insight into the mobile game advertising market situation from January to March 2024.
Important: The eCPM statistics for different types of advertising are based on CAS.AI data (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).
- In the first quarter, 59% of game advertising revenue came from Android. For comparison, five years ago, Android's share was much lower at 37%, but it increased sharply after the privacy policy changes on iOS in 2021.
- The US accounted for a third of the advertising revenue from Android games. Next were Russia (9%), Japan (7%), Brazil (5%), and Germany (4%).
- The US also led in advertising revenue from iOS games, with a share of 55% in the first quarter. Along with the US, the top five countries included Japan (11%), the United Kingdom (6%), Russia (6%), and Canada (3%).
- The top five ad networks for advertising revenue in Android games were Google AdMob (28%), AppLovin (24%), Unity Ads (13%), Mintegral (11%), and IronSource (5%).
- On iOS, AppLovin was the leading ad network with a 37% share. Unity Ads took second place with a 16% share, followed by Google AdMob (15%), Mintegral (11%), and IronSource (9%).
- On Android, the highest eCPM (effective cost per thousand impressions) for banners was in the US — $1.22. On iOS, the highest eCPM for banners was in Japan — $1.25. In Russia, it was $0.50 on Android and $0.83 on iOS.
- For interstitial ads on both Android and iOS, the highest eCPM was in the US — $19.62 on both platforms. In Russia, it was $4.69 on both Android and iOS.
- In terms of eCPM for rewarded ads, the US led on Android with $27.88. On iOS, the highest eCPM for this type of ad was in Australia — $30.97. In Russia, it was $4.63 on both Android and iOS.
