2021年手机游戏广告报告（英）-30页_8mb

The State of Mobile Game Advertising 2021 Summary

Core Content

This report provides an analysis of U.S. mobile game advertising trends in 2021, focusing on ad network performance, game genre dynamics, and creative strategies used by advertisers.

Main Ad Network Trends

• Top Ad Networks for Mobile Games:

  • Five ad networks primarily focused on mobile games, with at least 90% of their share of voice (SOV) coming from games on the App Store: AppLovin, Chartboost, Vungle, Unity, and MoPub.
  • AppLovin has maintained over 90% iOS SOV from games since 2019, driven by its investments in game developers and its own game publishing efforts.
  • AdMob, Instagram, Facebook, TikTok, and YouTube had a more balanced split between gaming and non-gaming ads, with SOV ranging from 40% to 60% for games.

• Shifts in Ad Network Focus:

  • AppLovin and MoPub have increasingly shifted their focus to gaming, especially casual genres like Hypercasual and Puzzle.
  • YouTube's SOV from games declined in recent years but saw an uptick in Q2 2021.

• Ad Type Preferences:

  • Video ads remained the dominant creative type across all ad networks, accounting for more than 50% of game SOV on most platforms.
  • AppLovin and Vungle experimented with playable ads, with AppLovin seeing over 40% of its SOV from playable ads by Q2 2021.
  • Full screen ads were more common for Google Play titles, while playable ads were more popular for iOS.

Game Genre Trends

• Puzzle Games:

  • Puzzle games dominated the SOV across most ad networks, especially on MoPub, Facebook, and AdMob.
  • Top advertisers included games from Playrix (Homescapes and Gardenscapes) and Magic Tavern (Project Makeover).

• Mid-Core Games:

  • Mid-core games, such as Call of Duty: Mobile and State of Survival, were top advertisers on networks like MoPub and Vungle.
  • These games used simple playable ads to showcase gameplay and attract users.

• Casual Games:

  • Casual games were prevalent on gaming-focused networks, with Hypercasual games being the top genre on Instagram and TikTok.

• Casino Games:

  • Casino games had the highest SOV on Adcolony, with nearly 40% of the network's SOV attributed to them in Q2 2021.
  • Adcolony's creatives often emphasized real money rewards, aligning with its user base of older, more female audiences.

Creative Trends

• Fake Playables:

  • Hypercasual and Puzzle games used video creatives that mimicked playable ads, often with a quick gameplay introduction to entice users.
  • Zynga experimented with this approach, using a video that simulated the start of a playable ad.

• Relaxing Music:

  • Some casual games used calming background music to highlight their relaxing nature, particularly in Puzzle ads like Water Sort Puzzle.

• Real-World Conversations:

  • Mid-core and Casino games incorporated video creatives featuring players discussing strategies or rewards, aiming to create a sense of FOMO (fear of missing out).
  • Examples include Bingo Clash and Magic: The Gathering Arena, which featured real players and even celebrities.

Key Takeaways

• IDFA Impact: Despite concerns about the impact of IDFA (Identifier for Advertisers), mobile game advertising trends remained stable in 2021, with some ad networks even seeing increased SOV from games.
• Network Choice: Advertisers should align their campaigns with networks that match their target demographic. YouTube is popular for Strategy and RPG games due to its younger, male audience, while Adcolony is preferred by Casino games with an older, female audience.
• Creative Innovation: Keeping up with ad creative trends is crucial for user acquisition. Playable ads, relaxing music, and real-world conversations are effective strategies that can be adapted by both casual and mid-core game publishers.

Conclusion

The mobile game advertising landscape in 2021 was characterized by a strong focus on gaming, with key ad networks like AppLovin and Adcolony leading the way. Video ads remained dominant, but playable ads and other innovative creative approaches were gaining traction. Understanding the target audience and aligning with the appropriate ad network and creative type is essential for success in mobile game advertising.