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1、MethodologyThis report is based on data collected between H2 2023 to H1 2024,with YoY comparisons based on H1 2023.Reference PeriodThe United States,Japan,South Korea,Southeast Asia,the United Kingdom,France,Germany,Brazil,and over 100 others.Our data excludes Mainland China.Market ScopeAction&Shoot

2、ing,Adventure,Arcade,Board,Card,Casino,Music,Racing,Role-Playing,Simulation,Sports,Strategy,Trivia,Word,and others.Game GenreMetrics1.App Advertiser Volume:The total number of apps advertising in a set period.2.Ad Purchase Volume:The quantity of ads bought by apps.3.Ad Impression Volume:The count of

3、 in-app ads displayed in a given period.4.Ad Format Adoption:The number of ads displayed by format,relative to other formats.5.Ad Campaign Duration:The length of time(in days)a typical campaign runs for.THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTKey Findings#2In ad impressions.#1In number of a

4、dvertisers globally.Video Adsare the most popular ad format in the region.The US Market THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTIntroductionThere has been no more volatile app market than gaming in the past decade.However,opportunities exist for app companies ready to strike.The market is e

5、volving:hyper-casual has grown into hybrid casual.Live Ops continues to put the onus on retention,and rewarded ads gain real traction.New monetization strategies like value-driven bundles keep players engaged.For success in 2024 and beyond,data-driven approaches remain crucial.Our latest report is a

6、 valuable tool for marketers looking for an edge on the competition.THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTThe US ranks 1st in the number of advertisers and 2nd in ad impressions.Key Market Rankings,H1 2024 Key MarketAd Impression Volume RankingSEA1US2Middle East3India4Key MarketApp Advert

7、iser Volume RankingUS1SEA2India3Middle East4THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHT367713833836863188361797713099010,00020,00030,00040,00050,00060,00070,000H1 2023H2 2023H1 2024Number of App AdvertisersNumber of New App AdvertisersApp Advertiser VolumeSince 2023,the number of US-based app

8、advertisers remains stable,increasing just 0.25%YoY.The proportion of new advertisers fell by 29%.THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTAd Creative VolumeAd purchases increased slightly(by 0.46%YoY).However,the proportion of purchases of new ads decreased by 12%.17672181995779177531713476

9、61157502111811080500,0001,000,0001,500,0002,000,0002,500,000H1 2023H2 2023H1 2024Ad Creative VolumeNew Ad Creative VolumeTHE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTSports games rapidly rose up the charts of ad impressions by genre(an increase of six places).Puzzle games rank first,and Match ga

10、mes fell from the top spot.Changes in Ad Impression Ranking of the Top 10 Mobile Game GenresRankingH1 2024GenresRanking Compared to H1 20236Casino-7Hypercasual-38Shooting+49Sports+610Chess and Card-RankingH1 2024GenresRanking Compared to H1 20231Puzzle+12Match-13Sim-Management+24Strategy-15RPG+3THE

11、STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTVideo ads are the most prevalent ad type,dominating the top genres.Playable ads are a casual-friendly genre,only used in 1%of RPG ads,but 13%of Hypercasual.23%5%7%7%76%82%85%87%1%13%8%6%RPGHypercasualPuzzleMatchBanner AdsVideo AdsPlayable AdsAd Types by t

12、he Top Genres,H1 2024THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTPlayable ads are most used by Hypercasual(13%)titles.Shooting(9%)follows close behind.1%2%3%5%6%7%8%8%9%13%RPGStrategyCasinoPlay-to-EarnMatchSim-ManagementPuzzleActionShootingHypercasualPlayable Ad Format Adoption in H1 2024,by Ge

13、nreTHE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTThe use of playable ads has more than doubled,from 3%in H1 2023 to 7%in H1 2024.Playable Ad Format Adoption3%5%7%0%1%2%3%4%5%6%7%8%H1 2023H2 2023H1 2024THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTVideo ads dominate as the most popular format.M

14、atch(87%)games show them the most among their ad format mix.76%80%82%83%85%85%85%86%86%87%RPGSim-ManagementHypercasualStrategyPuzzleCasinoActionShootingPlay-to-EarnMatchVideo Ad Format Adoption in H1 2024,by GenreTHE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTSports game ad campaigns ran the longe

15、st(47 days)than any other.RPG campaigns(23.6)ran at almost half that rate.Average Ad Campaign Duration of Mobile Games(Days)47.0 41.9 39.0 36.1 34.9 33.9 33.7 32.8 32.2 31.7 30.7 30.5 29.1 28.3 26.3 26.0 24.9 24.1 23.6 H1 2024H2 2023THE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTChallengesStrategi

16、esResultAchieve revenue growth through profitable and scalable user acquisition.Simultaneously target ROAS and CPI to maximize ROI.Increase in ROAS1.5US Google Play Download Chart for Free Games2ndMintegral case study:Winning the US market through intelligent biddingScrew Puzzle:Nuts and BoltsScrew

17、Puzzle:Nuts and Boltsx#1Global PartnerPublisher:AdOneTHE STATE OF GAMES MEDIA BUYING 2024 US SPOTLIGHTThe hyper-casual gaming market,especially in the U.S.,is fiercely competitive.To achieve sustainable growth,a multi-faceted approach that combines major media platforms with alternative channels lik

18、e SDKs is essential.Mintegrals focus on Target ROAS and intelligent bidding has been instrumental in optimizing our user acquisition efforts and driving efficient growth.JessieDirector of Mint GamesCheck out more client testimonials and how Mintegral can help apps grow on our website.THE STATE OF GA

19、MES MEDIA BUYING 2024 US SPOTLIGHTMintegral is the leading programmatic advertising platform dedicated to helping mobile apps grow globally.With access to premium traffic,industry-leading machine learning,and interactive creatives,Mintegrals AppGrowth,Retargeting,and Monetization solutions enable marketers to scale audiences and revenue with ease.Discover more at .