1、Digital Market IndexQ2 2024Discover the latest trends of the quarter across mobile apps and digital advertisingNote:Top publishers by app store revenue|Source:Sensor TowerSensor Tower|Our Customers10 out of the 10 top publishers trust Sensor Tower insights to grow their business Sensor Tower Inc.-Al

2、l Rights Reserved2 Sensor Tower Inc.-All Rights ReservedNext level insights.data.ai is now partof Sensor Tower3Table of ContentsMobile App Market Mobile Market Overview Top Markets Top Categories Top Apps Top Mobile GamesDigital Advertising Market Digital Advertising Overview Retail Media Advertisin

3、g Snapshot5111621242735 Sensor Tower Inc.-All Rights Reserved4Q2 2024:Mobile Market Overview Sensor Tower Inc.-All Rights Reserved5About this Data:Mobile App MethodologySensor Towers Insights team compiled the download and consumer spend estimates provided in this report using the Sensor Tower Mobil

4、e App Insights platform.Figures cited in this report reflect App Store and Google Play download and consumer spend estimates for April 1,2024 through June 30,2024.Download estimates presented are on a per-user basis,meaning that only one download per Apple or Google account is counted towards the to

5、tal.Downloads of the same app by the same user to multiple devices,updates,or re-installs of the same app by the same user are not counted towards the total.Android app install and consumer spend estimates represent downloads and spend from the Google Play Store only.Sensor Tower does not provide do

6、wnload estimates for third-party Android stores.Consumer spend estimates are gross inclusive of any percent taken by the app stores.Sensor Tower Inc.-All Rights Reserved6Consumers Spent a Record$36.2 Billion in Q2 2024 Up Nearly 12%Year-over-YearGlobal consumer spend across iOS and Google Play surpa

7、ssed$36 billion in Q2 2024.This was healthy growth over the past year,up 11.7%from Q2 2023 and a slight increase Q1 2024.Apps continued to drive consumer spend growth on mobile with 22%year-over-year growth.Non-gaming is on track to soon surpass mobile games 46%of consumer spend in Q2 2024 came from

8、 non-game apps,up from 42%a year prior.Has mobile gaming turned a corner?Recent returns certainly suggest so,with Q2 2024 marking the fourth straight quarter of positive year-over-year growth.Expect modest positive growth to continue as the market attempts to regain the highs seen in 2021.OverallApp

9、sGames$50B$45B$40B$35B$30B$25B$20B$15B$10B$5B02023 Q22023 Q32023 Q42024 Q12024 Q2$32.4B$33.9B$34.6B$36.0B$36.2BQuarterly Worldwide App Consumer Spend Between Q2 2023-Q2 2024iOS and Google PlaySource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.+11.7%v

10、s.Q2 2023 Sensor Tower Inc.-All Rights Reserved7Both iOS and Google Play See Strong Spend Growth in Q2,with iOS Holding its Lead Between the PlatformsiOS only expanded its lead over Google Play in Q2 2024 with 13%year-over-year growth to more than$25 billion in consumer spend.However,non-games saw h

11、igher growth on Google Play(+27%vs.+19%iOS)as in-app purchases continue to monetize better on the apple platform.Notably,consumer spend on iOS grew for mobile games in addition to apps.Game spend on iOS climbed 7%year-over-year compared to a 2%decline on Google Play.$30B$25B$20B$15B$10B$5B02023 Q220

12、24 Q2$11.97B$11.97B$11.97B$10.25B$10.25B$10.25B$12.85B$12.85B$12.85B$12.30B$12.30B$12.30BGamesNon-GamesWorldwide App Consumer Spend in Q2 2024iOSGoogle Play$25.2 B(+13.1%)$30B$25B$20B$15B$10B$5B02023 Q22024 Q2$6.97B$6.97B$6.97B$3.26B$3.26B$3.26B$6.84B$6.84B$6.84B$4.17B$4.17B$4.17BGamesNon-Games$11.0

13、 B(+7.6%)Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.8Mobile Downloads Stabilize as Markets Like India and Brazil MatureIts not surprising to see app downloads decline as the mobile market matures and fewer

14、 new consumers enter the market.Despite this,the battle for user attention(and spend)remains critical.For example,United States downloads have fallen to their lowest levels since 2018 while consumer spend in the market continues to rise.Apps(excluding games)saw modest download growth globally,up 1%y

15、ear-over-year.Mobile game downloads declined 6%to their lowest total since before the COVID-19 pandemic.Both have held most of the growth seen during the pandemic,with app downloads up 15%compared to Q2 2019 and game downloads up 21%over this same period.OverallAppsGames45B40B35B30B25B20B15B10B5B020

16、23 Q22023 Q32023 Q42024 Q12024 Q234.3B34.7B33.5B34.2B33.7BQuarterly Worldwide App Downloads Between Q2 2023-Q2 2024iOS and Google Play-1.7%vs.Q2 2023 Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Steady Downl

17、oad Growth Continues on iOS in Q2 2024 Outside of Core MarketsiOS once again has modest positive download growth in Q2 2024,up 3.1%YoY.The big three iOS markets(China,the US,and Japan)combined for 1%growth compared to more than 5%growth in the rest of the world.Google Play,on the other hand,had yet

18、another decline in Q2 2024 at-3.6%YoY.However,its worth noting that Google Play also saw a much larger spike in downloads during the pandemic and still account for three out of every four downloads between the two app stores.30B25B20B15B10B5B02023 Q22024 Q21.95B1.95B1.95B6.16B6.16B6.16B1.84B1.84B1.8

19、4B6.52B6.52B6.52BGamesNon-GamesWorldwide App Downloads in Q2 2024iOSGoogle Play8.4B(+3.1%)30B25B20B15B10B5B02023 Q22024 Q211.47B11.47B11.47B14.71B14.71B14.71B10.72B10.72B10.72B14.53B14.53B14.53BGamesNon-Games25.3B(-3.6%)Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play

20、 combined.iOS only for China.Excludes third-party Android.10Q2 2024:Top Markets Sensor Tower Inc.-All Rights Reserved11$36 out of Every$100 Spent on iOS and Google Play is in the United States The United States remains the key market for consumer spend across iOS and Google Play with nearly$13 billi

21、on spent in Q2 2024.US market share has only climbed in recent years,from 29%in Q2 2019 to 36%in Q2 2024.Some top markets in Asia declined in Q2 2024,with Japan experiencing a particularly large drop.South Koreas consumer spend also fell 1%YoY.China Mainland,the#2 market,bucked this trend with 8%YoY

22、 growth on iOS alone(since Google Play is not available in the market).$15B$10B$5B0United StatesChina MainlandJapanSouth KoreaGermanyQ2 2023Q2 2024Top Markets by Consumer Spend in Q2 2024+18%+21%-1%-15%+8%Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS o

23、nly for China.Excludes third-party Android.12Mobile Publishers Turn to the US and Europe for Monetization Opportunities The United States continued to dominate consumer spend growth in Q2 2024,gaining$2 billion in consumer spend compared to Q2 2023.This was more than the rest of the world combined,w

24、hich added$1.7 billion.Europe accounted for three of the top five markets by consumer spend growth in Q2 2024.These countries were not atypical for the region overall,consumer spend climbed 23%YoY in Europe.Top Breakout Markets by Year-over-Year Consumer Spend Growth in Q2 2024$15B$10B$5B0United Sta

25、tesChina MainlandGermanyUnited KingdomFranceQ2 2023Q2 2024+$2B+$1B0United StatesChina MainlandGermanyUnited KingdomFrance+$2.01B+$0.49B+$0.21B+$0.20B+$0.13BYoY Growth+18%+21%+22%+21%+8%Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Exclud

26、es third-party Android.13Download Growth Stagnates in Some of the Largest Countries Will Smaller Markets Provide Growth Opprtunities?Downloads in India declined 5%year-over-year,though they bounced back from the prior quarter after dipping below 6 billion for the first time since Q1 2020.This includ

27、ed nearly 20%quarter-over-quarter downloads growth for games.The#2 and#3 markets,the US and Brazil,also saw downloads decline in Q2 2024.Overall,smaller markets didnt fair much better.Downloads for markets outside of the top five declined 2%YoY,reflecting how competitive it is for new apps in a satu

28、rated mobile space.8B6B4B2B0IndiaUnited StatesBrazilIndonesiaChina MainlandQ2 2023Q2 2024Top Markets by Downloads in Q2 2024-5%+8%+8%-4%-5%Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.14Asia and Africa Show

29、Potential for Download GrowthA few of the largest markets in Asia provided solid download growth,including Indonesia,China Mainland,and Pakistan.Mobile games helped provide a boost in Indonesia and Pakistan,while China Mainlands growth came from non-game categories.Finance apps are particularly popu

30、lar in Nigeria,ranking as the top category by downloads as the local currency struggles.Cryptocurrency apps provided much of the growth in Nigeria this quarter with Tonkeeper leading the way at#6 overall by downloads in Q2 2024.Top Breakout Markets by Year-over-Year Download Growth in Q2 20242.5B2B1

31、.5B1B0.5B0IndonesiaChina MainlandNigeriaPakistanSouth AfricaQ2 2023Q2 2024+150M+100M+50M0IndonesiaChina MainlandNigeriaPakistanSouth Africa+143M+129M+80M+80M+48MYoY Growth+8%+10%+20%+30%+8%Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Ex

32、cludes third-party Android.15Q2 2024:Top Categories Sensor Tower Inc.-All Rights Reserved16Spend Increased Again in All Top App Categories With Several Rising More than 20%Year-over-YearApp monetization has changed dramatically over the past decade with the rise of the subscription model.This has pr

33、ovided opportunities for apps beyond Entertainment,from Social Networking to Health&Fitness to Education.Productivity,Photo&Video,Entertainment,and Utilities each saw spend grow by at least 20%year-over-year.Consumer spend in Productivity apps climbed 42%,with Google One leading the way with more th

34、an$560 million spent in Q2 2024(nearly 40%of the categorys total).ChatGPT also continued to provide strong growth with$86 million in consumer spend in Q2 2024,up 57%QoQ.Top App Categories by Consumer Spend in Q2 2024EntertainmentSocialPhoto&VideoProductivityMusicLifestyleHealth&FitnessBooksEducation

35、Utilities0$1B$2B$3B$4B$5B2023 Q22024 Q224%16%28%42%17%16%13%4%14%22%YoY GrowthWorldwideEntertainmentSocialNetworkingPhoto&VideoProductivityMusicLifestyleHealth&FitnessBooksEducationUtilitiesBusinessSportsOtherShare by CategoryTop Categories Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNot

36、e:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidCategories classified by the iOS App Store and Google Play categories for each app.17Most App Categories Regained Positive Growth While Utilities DeclinesA few categories have seen sustained download growth in recent years

37、,reflecting the continuing transition to mobile as a replacement for in-person or online activities.Finance and Shopping were among the top categories by download growth with each at+8%YoY.The transition to mobile for finance needs,which accelerated in 2020 during the pandemic,has continued since.Wo

38、rldwide downloads for Utilities,the top app category,declined 10%year-over-year.This included a 13%drop globally on Google Play(capturing the Communication and Tools categories on the platform).On iOS,Utilities actually saw an 8%increase.Top App Categories by Downloads in Q2 2024Share by CategoryTop

39、 CategoriesUtilitiesEntertainmentProductivityFinancePhoto&VideoSocialShoppingLifestyleMusicTravel01B2B3B4B2023 Q22024 Q210%5%4%7%8%0%8%8%3%4%YoY GrowthWorldwideUtilitiesEntertainmentProductivityFinancePhoto&VideoSocialNetworkingShoppingLifestyleMusicTravelEducationBusinessHealth&FitnessNavigationFoo

40、d&DrinkOther Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidCategories classified by the iOS App Store and Google Play categories for each app.18Strategy Passes RPG to Become the Top Game Genre by Consumer Spen

41、dFor the first time since at least 2017,RPG is no longer the top mobile game genre for consumer spend.A resurgence from the Strategy genre propelled it past RPG,including strong growth in the US and South Korea.Last War,a 4X Strategy game from FirstFun,was a prime example,ranking as the#2 game by Qo

42、Q consumer spend growth in Q2 2024.Game developers in a few top APAC markets may want to look to new genres with RPG struggling.RPG suffered from declining mobile game markets in Japan and South Korea,where the genre still accounts for nearly half of all consumer spend among games.Top Game Genres by

43、 Consumer Spend in Q2 2024Share by Genre/SubgenreTop GenresStrategyRPGPuzzleCasinoSimulationShooterActionSportsArcadeLifestyle0$1B$2B$3B$4B$5B2023 Q22024 Q212%15%12%20%7%8%50%8%24%23%YoY GrowthWorldwideStrategyRPGPuzzleCasinoSimulatiShooterActionSports4XStrategyMOBASquadRPGMMORPGIdle RPGSwapMergeCoi

44、nLootersSlotsSandbox Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidGames classified by Sensor Towers Game Taxonomy as of July 12,2024.19Strategy is a Rare Opportunity for New Mobile Game DownloadsStrategy was

45、the only mobile game genre to achieve a new high in downloads in Q2 2024 with 19%YoY growth and up 9%QoQ.More than half of the YoY growth came from Squad Busters,Supercells latest hit launch at the end of May.A few other game genres showed signs of life,with Simulation and Shooter each having modest

46、 YoY growth.While both of these genres were well below their peaks from Q2 2020,the fact that their downloads are leveling out is still a good sign.Top Game Genres by Downloads in Q2 2024Share by Genre/SubgenreTop GenresArcadePuzzleSimulationLifestyleShooterStrategyTabletopActionSportsRacing0 0.4B 0

47、.8B 1.2B 1.6B2B 2.4B 2.8B2023 Q22024 Q216%10%3%5%3%19%11%3%8%7%YoY GrowthWorldwideArcadePuzzleSimulatLifestyleShooterStrategyTabletopActionSportsRacingRPGPlatfor/RunnerOtherArcadeRiddlePhysicsSimulatorSandboxCustomiFPS/3PSBoard Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Goo

48、gle Play combined.iOS only for China.Excludes third-party AndroidGames classified by Sensor Towers Game Taxonomy as of July 12,2024.20Q2 2024:Top Apps Sensor Tower Inc.-All Rights Reserved21TikTok Breaks Consumer Spend Records in Q2 2024TikTok again broke the record for global consumer spend in a qu

49、arter,easily surpassing$1.3 billion in Q2 2024.The app became just the second app ever to surpass$14 billion in all-time spend,only trailing mobile game Honor of Kings(王者榮耀).No other non-game app has even approached$1 billion in a quarter Google One joined TikTok and YouTube as the only apps to surp

50、ass$500 billion in a quarter in Q2.TikTok also regained the#1 spot in the top global downloads chart.Meta continued to dominate the top charts as well with half of the top 10 downloaded apps in Q2 2024(Instagram,Facebook,WhatsApp Messenger,Messenger,and WhatsApp Business).Top Apps Across iOS and Goo

51、gle PlayQ2 2024WorldwideRankChangeApp NameRankChangeApp Name1TikTok11TikTok21Google One21Instagram31YouTube3Facebook4Disney+4WhatsApp Messenger5Tinder52Temu61Max61CapCut71WeTV71Telegram8iQIYI84Messenger9LinkedIn91Spotify10Bumble10WhatsApp BusinessCONSUMER SPENDDOWNLOADS Sensor Tower Inc.-All Rights

52、ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q1 2024).22AI Continues to Make its Mark on MobileAIs rising popularity on mobile revealed itself in the top breakout apps in Q2 2024.ChatGPTs rise up the con

53、sumer spend rankings continued,climbing 15 spots to rank 27th overall.Meanwhile,other AI apps like Adobe Express and Chatbot AI&Smart Assistant each reached the top 10 by worldwide download growth in Q2 2024.Video streaming also gained popularity,with OTT apps including Max,Amazon Prime Video,Disney

54、+Hotstar,and JioCinema in either the breakout consumer spend or breakout downloads top chart.Short-form dramas are a more recent development,and DramaBox ranked third by consumer spend growth and just outside the top 10 by download growth.Top Breakout Apps Across iOS and Google PlayGrowth in Q2 2024

55、 vs.Q1 2024WorldwideBreakoutRankSpendRankChangeApp NameBreakoutRankDownloadRankChangeApp Name11TikTok152Temu221Google One220111Disney+Hotstar33034DramaBox3158JioCinema461Max469Tonkeeper531YouTube584Messenger65398PictureThis677Adobe Express72715ChatGPT711TikTok83114AmazonShopping861CapCut9188Amazon P

56、rimeVideo971Telegram105Tinder10127Chatbot AI&SmartAssistantCONSUMER SPEND GROWTHDOWNLOAD GROWTH Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q1 2024).23Q2 2024:Top Games Sens

57、or Tower Inc.-All Rights Reserved24A Few New Launches Joined Old Favorites in a Relatively Stable MarketThe top five games by consumer spend in Q2 2024 were the same as last quarter.MONOPOLY GO led the way,and while its consumer spend dipped a bit from the record-setting total in Q1 2024 it was stil

58、l the third best quarter for a mobile game ever.Two big launches broke through in Q2 2024,starting with Dungeon&Fighter which launched in China on iOS in May.The game ranked#7 by consumer spend with China accounting for around 99%of the games spend(with South Korea taking the rest).Meanwhile,Superce

59、lls Squad Busters ranked#6 by downloads after its global launch at the end of May 2024.Top Games Across iOS and Google PlayQ2 2024WorldwideRankChangeApp NameRankChangeApp Name1MONOPOLY GO!1Garena Free Fire2Honor of Kings26Pizza Ready!3Royal Match31Roblox4Roblox4Subway Surfers5Candy Crush Saga5Ludo K

60、ing65Last War:Survival Game6Squad Busters7421Dungeon&Fighter71Block Blast!86Brawl Stars848Wood Screw Puzzle93Coin Master98Brawl Stars103Game for Peace102Race Master 3DCONSUMER SPENDDOWNLOADS Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.

61、Excludes third-party AndroidChange is vs.the previous quarter(Q1 2024).25A Competitive Mobile Games Market Still Provides Some Opportunities for New EntrantsStrategy,RPG,and Action games were the leaders by consumer spend growth in Q2 2024.Despite RPG spend declining by 15%YoY globally,Wuthering Wav

62、es and AFK Journey were two new RPGs to find success.A few common themes emerged among the breakout casual games this quarter,including supermarket simulators and screw puzzles.These games were popular in Android-led markets like India,Brazil,and Indonesia.Top Breakout Games Across iOS and Google Pl

63、ayGrowth in Q2 2024 vs.Q1 2024 Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q1 2024).WorldwideBreakoutRankSpendRankChangeApp NameBreakoutRankDownloadRankChangeApp Name17421Du

64、ngeon&Fighter16Squad Busters265Last War:SurvivalGame226Pizza Ready!386Brawl Stars324ManageSupermarketSimulator436SoloLeveling:Arise437SupermarketManager Simulator545Wuthering Waves528Relax Mini Games660661AFK Journey6848Wood Screw Puzzle763480Fire at Zombies753Solo Leveling:Arise889Squad Busters8516

65、17Screw Puzzle95495Lets Go Muffin976Wuthering Waves1094GakuenIdolmaster101167Dream11CONSUMER SPEND GROWTHDOWNLOAD GROWTH26Q2 2024:Digital Advertising Overview Sensor Tower Inc.-All Rights Reserved27About this Data:Digital Advertising MethodologyThe digital ad spending and impressions estimates prese

66、nted in this report were compiled by Sensor Towers Insights team using Pathmatics by Sensor Tower Digital Advertising Insights.The figures mentioned in this report reflect estimated ad investments made by advertisers from April 1,2024 through June 30,2024.Data includes select channels in each market

67、.Figures in this report represent the totals for these channels only,not across all digital formats.Data Collection:Pathmatics collects a sample of digital ads from the web.In order to report the most complete picture of the digital advertising landscape,we utilize two leading data sourcing technolo

68、gies:panels and data aggregators.Pathmatics use statistical sampling methods to estimate impressions,cost per thousand impressions(CPMs),and spend for each creative.Each impression served to our data aggregators and panelists is assigned a CPM,which when combined with impressions results in our spen

69、d estimates.Pathmatics OTT data is powered by a panel of real OTT&CTV viewers and includes data representative of all Smart TV brands,such as Hulu,Netflix,Pluto TV,Tubi,Peacock,and Paramount+.Sensor Tower Inc.-All Rights Reserved28United StatesUnited States Digital Ad Spend Surpasses$27 Billion in Q

70、2 2024,Up 15%Year-over-YearUS digital ad spend across mobile,desktop,and OTT surpassed$27 billion in Q2 2024 with 3.3 trillion impressions.Other markets also had healthy growth for digital ad spend,with double-digit growth across the board.Australia led the way at 21%year-over-year growth,with Italy

71、 and New Zealand close behind at 19%YoY growth.Note that the included ad channels vary by market.$30B$25B$20B$15B$10B$5B02023 Q22023 Q32023 Q42024 Q12024 Q2Digital Ad Spend by CountryDigital Ad Impressions by Country$27.2B+14%vs.Q2 20233T2T1T02023 Q22023 Q32023 Q42024 Q12024 Q2+15%vs.Q2 20233.3T Sen

72、sor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of July 8,2024.Available ad channels vary by market.See Appendix(page 42)for list of ad channels included in each market.FacebookInstagramSnapchatTikTokXYouTubeDesktopDisplayM

73、obileDisplayOTTDesktopVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each market29Social Ad Channels Account for More than$3 of Every$4 Spent in the United StatesAmong included digital ad channels in the US,social networks like Facebook,Instagram and TikTok accou

74、nted for more than 76%digital ad spend in Q2 2024,up slightly from the previous quarter.Facebook and Instagram combined for nearly 50%of US ad spend.Video was next behind social at nearly 17%,largely driven by OTT.LinkedIn and Pinterest are the latest two ad channels added to Sensor Towers coverage

75、in the United States.These channels combined for nearly 6%of US ad spend,with LinkedIn ranking ahead of Snapchat and both outpacing X.Share of Digital Ad Spend by Channel in Q2 2024100%90%80%70%60%50%40%30%20%10%0%Share of Ad Spend76.4%76.4%76.4%6.8%6.8%6.8%16.8%16.8%16.8%SocialDisplayVideoUnited St

76、atesSocialDisplayVideoFacebookInstagramLinkedInSnapchatTikTokYouTubeDesktopDisplayOTTFacebookInstagramLinkedInPinterestSnapchatTikTokXYouTubeDesktopDisplayMobileDisplayOTTDesktopVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each market Sensor Tower Inc.-All Righ

77、ts ReservedSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of July 8,2024.Available ad channels vary by market.See Appendix(page 42)for list of ad channels included in each market.30US Digital Ad Spend on TikTok Climbs 28%Though it Still Trails Metas Top So

78、cial AppsMetas Facebook and Instagram held their spots as the top two digital ad channels in the US.Meanwhile,TikTok had the highest year-over-year growth among the social ad channels at 28%.Display&Video ad spend grew 35%vs.a year prior,largely driven by Desktop Video ads.OTT was also a popular ad

79、channel in the United States though its growth trailed that of most social channels.United States$8B$6B$4B$2B0FacebookInstagramOTTYouTubeDisplay&VideoTikTokSnapchatX2023 Q22024 Q2Year-over-Year Digital Ad Spend Growth by Channel in Q2 202420%0-20%FacebookInstagramOTTYouTubeDisplay&VideoTikTokSnapcha

80、tX10%23%9%6%35%28%13%-35%YoY Growth Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of July 8,2024.Available ad channels vary by market.See Appendix(page 42)for list of ad channels included in each market.31US Ad Spend f

81、or Shopping Has Leveled Out Which Categories are Providing Growth in Q2 2024Shopping remained the top category by United States digital ad spend at more than$5 billion.While this was down slightly year-over-year,itll be interesting to watch how much ad spend accelerates during the holiday shopping s

82、eason at the end of the year.Financial Services and Software were the fastest growing categories by US digital ad spend.Insurance companies like Liberty Mutual and Progressive helped propel the Financial Services category with nearly 50%YoY growth.Meanwhile,Adobe Creative Cloud,Shopify,and Grammarly

83、 were the top Software advertisers in Q2 2024.United States1.Shopping2.Consumer Packaged3.Media&Entertainment4.Financial Services5.Health&Wellness6.Food&Dining Services7.Auto8.Travel&Tourism9.Gaming10.So?ware0$1B$2B$3B$4B$5B2023 Q22024 Q2Top Categories by Digital Ad Spend in Q2 20242%8%13%33%0%9%3%7

84、%12%32%YoY GrowthFacebookInstagramSnapchatTikTokXYouTubeDesktopDisplayMobileDisplayOTTDesktopVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each market Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of advertising channels.Ad sp

85、end estimates and categories as of July 8,2024.Available ad channels vary by market.See Appendix(page 42)for list of ad channels included in each market.32Five Advertisers Jump into the Top 10 by US Digital Ad Spend in Q2 2024Procter&Gamble and A held their spots as the top US advertisers by digital

86、 ad spend,while Expedia moved up one spot to rank third.How did these advertisers adjust their strategies this quarter?Procter&Gamble spent more on Pampers ads(only ranking behind how much it spent on Native Deodorant and Old Spice ads),while Expedia spent more on its Expedia brand rather than VRBO,

87、its vacation rental brand.Kenvue led the way in terms of advertisers breaking into the top 10 this quarter.It primarily focused on skincare products from Neutrogena and Aveeno and medication like Tylenol and Benadryl.Top Advertisers by Digital Ad Spend in Q2 2024United States1Procter&Gamble=2A=3Expe

88、dia,Inc.14Kenvue Inc.-()125Temu(Whaleco Inc.)=6PepsiCo,Inc.87The Hershey Company38LOreal49Progressive Casualty Insurance Company910Walmart Inc.5Rank AdvertiserChange vs.Q1 2024FacebookInstagramSnapchatTikTokXYouTubeDesktopDisplayMobileDisplayOTTDesktopVideoAdChannelIncluded?Included Ad ChannelsOnly

89、select ad channels are available in each market Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of July 8,2024.Available ad channels vary by market.See Appendix(page 42)for list of ad channels included in each market.33T

90、encent-Owned Supercell Rolled Out a Huge Campaign for Squad Busters,its New Mobile GameTencent,ranking outside the top 100 advertisers by US digital ad spend in Q1 2024,moved all the way up to 15th in Q2 2024.This was the result of a massive ad campaign for the launch of Squad Busters.More than 70%o

91、f the ad spend for Squad Busters was on YouTube,with other social channels like Instagram,TikTok,and Snapchat accounting for the rest.Interestingly,Supercell also invested significantly more in advertising for another of its mobile games,Brawl Stars,in Q2 2024.As the weather heats up,so does soda co

92、mpany advertising.The Coca-Cola Company ranked#3 by QoQ increase in digital ad spend in the US,and PepsiCo reached the top 10 by both overall spend and QoQ growth.Gatorade was PepsiCos top brand by digital ad spend in Q2 2024,while Coke was the top brand for The Coca-Cola Company.Top Breakout Advert

93、isers by Digital Ad Spend Growth in Q2 2024 vs.Q1 2024United States1Tencent15912Kenvue Inc.-()4123The Coca-Cola Company22534A2=5Google23366Molson Coors BeverageCompany537Purina PetCare(Nestle)26378Home Depot31519SC Johnson&Son,Inc367110PepsiCo,Inc.68BreakoutRankAdvertiserSpend Rank in Q22024Change v

94、s.Q12024FacebookInstagramSnapchatTikTokXYouTubeDesktopDisplayMobileDisplayOTTDesktopVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each market Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estim

95、ates as of July 8,2024.Available ad channels vary by market.See Appendix(page 42)for list of ad channels included in each market.34Q2 2024:Retail Media Advertising Overview Sensor Tower Inc.-All Rights Reserved35What is Retail Media Intelligence?Pathmatics by Sensor Towers Retail Media Insights prov

96、ides marketers with complete visibility into the co-branded digital advertising ecosystem and retail media networks.Your customized marketing insights reports empower you with a view into spend,media mix,impressions and share of voice for display,video,mobile,OTT and paid social across your selected

97、 retail partners and competitors.Benchmark yourself against your competitors co-branded campaigns to understand seasonality and trendsUncover retailer media network and competitor media mix&marketing strategyRetailer:ChewyRetailer:Best BuyAdvertiser:ZoetisAdvertiser:Hewlett-Packard(HP)Advertiser:Eco

98、labRetailer:Home DepotRetailer:WalmartAdvertiser:FujifilmLearn More&Request a Demo Here Sensor Tower Inc.-All Rights Reserved36Walmart,Target,and Home Depot are the United States Retail Media Leaders in Q2 2024Walmart Inc.ran away from the competition when it came to retail media impressions in the

99、US.Its 11.7 billion impressions was more than twice as many as the#2 retailer,Target.Home Depot moved up a spot to rank third this quarter.1.Walmart Inc.2.Target3.Home Depot4.Chewy,Inc.5.Lowes Home Centers,Inc.6.Sephora7.Best Buy Co.,Inc.8.The Kroger Co.9.Macys,Inc.10.Ulta Salon,Cosmetics&Fragrance,

100、Inc02B4B6B8B10B12BImpressionsOnsiteOffsiteTop Retail Media Retailers by Impressions in the United States in Q2 2024Definitions:Onsite:Ads displayed on the retailers website(for example,ads displayed on W).Note that this includes onsite display only,not inclusive of search,sponsored results,or propri

101、etary ad units per retailer Offsite:Ads displayed on other websites,social media platforms,or OTT.For example,this includes co-branded advertisements on Facebook,TikTok,and YouTube.Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of top US retailers.Data for June 202

102、4 include select devices/channels and exclude Facebook and Instagram.37Home&Garden Shopping Advertising Heats Up in the Warmer MonthsPersonal Care was the top category by retail media impressions in the US in Q2 2024.The category is quite popular for a variety of retailers including Ulta and Sephora

103、,as well as some general retailers like Target,Walmart,and Macys.Home&Garden moved up from#4 last quarter to#2 this quarter.Home Depot and Lowes are the top two retailers for the category.The Scotts Company took advantage of the spring months to advertise with both retailers.All RetailersPersonal Ca

104、reHome&Garden ShoppingPet SuppliesFood&BeveragesComputers&Consumer ElectronicsHousehold SuppliesOther ShoppingOther Consumer Packaged GoodsFamily&Parenting ShoppingOther Health&Wellness00.5B1B1.5B2B2.5B3B3.5B4B4.5B5B5.5B6BImpressionsTop Categories by Retail Media Advertising Impressions in the Unite

105、d States in Q2 2024Definitions:Category:The category of the product being displayed in the advertisement.Cases where the retailer is advertising for its own brand,where the product is unidentifiable,or the advertisers are not currently tracked by Sensor Tower are excluded.Sensor Tower Inc.-All Right

106、s ReservedSource:Sensor TowerNote:Includes a selection of top US retailers.Excludes cases when the advertisers are not currently tracked by Sensor Tower.Data for June 2024 include select devices/channels and exclude Facebook and Instagram.38Know Your Options:Target and Walmart Provide Broad Coverage

107、 While Specialized Retailers Lead Some Categories Walmart was among the top five retailers across each of the top categories in Q2 2024,while Target was among the top five in eight of the top 10.Some other categories have a dominant leader in the retail media space.Computers&Consumer Electronics,for

108、 example,had more than 60%of their impressions from Best Buy among the included retailers in the US.Category:Personal CareSephoraUlta Salon,Cosmetics&Fragrance,IncTargetWalmart Inc.Macys,Inc.00.2B0.4B0.6B0.8B1B1.2B1.4B1.6B1.8BImpressionsTop Retail Media Retailers by Category in the United States in

109、Q2 2024Definitions:Category:The category of the product being displayed in the advertisement.Cases where the retailer is advertising for its own brand,where the product is unidentifiable,or the advertisers are not currently tracked by Sensor Tower are excluded.Sensor Tower Inc.-All Rights ReservedSo

110、urce:Sensor TowerNote:Includes a selection of top US retailers.Excludes cases when the advertisers are not currently tracked by Sensor Tower.Data for June 2024 include select devices/channels and exclude Facebook and Instagram.39Discover Which Brands Worked Closely with Top US Retailers to Highlight

111、 their Products in Q2 2024Chewy and Purina PetCare were once again the top combination in Q2 2024.Purina PetCare featured more than 15 different products across more than 200 different creatives with Chewy.Apple was a top Computers&Consumer Electronics advertiser with Target and Walmart and#3 for Be

112、st Buy.All CategoriesChewy,Inc.x Purina PetCare(Nestle)Ulta Salon,Cosmetics&Fragrance,Incx LOrealPetco x Purina PetCare(Nestle)Home Depot x Techtronic Industries(TTI)Chewy,Inc.x Boehringer IngelheimPharmaceuticals,Inc.Home Depot x The Scotts CompanyLLCTarget x Procter&GambleChewy,Inc.x Mars,Incorpor

113、atedSephora x Rare Beauty,LLCPetSmart x Purina PetCare(Nestle)050M 100M 150M 200M 250M 300M 350M 400M 450M 500M 550M 600MImpressionsTop Co-Branded Retailer/Advertiser Combinationsin the United States in Q2 2024Retailer:ChewyAdvertiser:Purina Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNo

114、te:Includes a selection of top US retailers.Data for June 2024 include select devices/channels and exclude Facebook and Instagram.40Dig Deeper into Co-Branded Advertising Partnerships and Opporunities with the Top Advertisers for Key RetailersSome advertisers diversify their approach when it comes t

115、o retailer media.For example,LOreal is the top co-branded advertiser at Ulta and Macys and ranks second at Target and Sephora.Some new combinations also emerged this quarter.The Kraft Heinz Company and PepsiCo topped Walmarts chart by retail media impressions after not ranking among the top 10 last

116、quarter.Top Co-Branded Advertisers for United States Retailers by Impressions in Q2 2024Retailer:Walmart Inc.1The Kra?Heinz CompanyHeinz HomeStyle GravyVideo Post2PepsiCo,Inc.LaysVideo Post3UnileverDoveVideo Post4Procter&GambleTide Purclean LiquidLaundry DetergentVideo Post5The J.M.Smucker CompanyMe

117、ow MixVideo Post6The Clorox CompanyHidden Valley RanchSeasoningVideo Post7General MillsBlue Buffalo Dog FoodVideo Post8ConAgra Foods,Inc.Chef BoyardeeVideo Post9Apple Inc.MacBooksPhoto Post10CSC Brands(Campbells SoupCompany)V8 Energy SparklingVideo PostRank Co-Branded AdvertiserTop ProductExampleCre

118、ativeRetailer:TargetProduct:MacBook AirCo-Branded Advertiser:Apple Inc.Sensor Tower Inc.-All Rights ReservedSource:Sensor TowerNote:Includes a selection of top US retailers.Excludes advertising for retailers own products.Top product is based on number of impressions where the creative was captured.D

119、ata for June 2024 include select devices/channels and exclude Facebook and Instagram.41Appendix:Digital Advertising Ad Channels by MarketData includes select channels in each market.Figures in this report represent the totals for these channels only,not across all digital formats.At this time,our te

120、chnology allows us to report down to six individual streaming services:Hulu,Netflix,Peacock,Paramount+,tubi and PlutoTV.All other OTT campaigns outside of these six services are grouped into a single OTT Streaming Services(General)bucket.LinkedIn and Pinterest ad coverage was added in the United Sta

121、tes in May 2023 and was excluded from year-over-year comparisons.Included Ad Channels by MarketFacebookInstagramLinkedInPinterestSnapchatTikTokXYouTubeDesktopDisplayMobileDisplayOTTDesktopVideoAd ChannelUnitedStatesAustralia Brazil Canada France Germany Italy MexicoNewZealandSpainUnitedKingdomKey:Re

122、cently added channel(only included on page 29)Included ad channelAd channel not included in market Sensor Tower Inc.-All Rights Reserved42About Sensor TowerSensor Tower is the source of truth for mobile app,digital advertising,and audience insights.Since 2013 our digital data estate has grown into t

123、he largest and most trusted among the biggest brands,media companies,investment firms,and mobile game and app publishers across the Americas,Europe,Africa,Asia,Middle East and the Pacific.We deliver the most robust picture of the mobile app and digital advertising ecosystems in the most privacy safe

124、 way possible.Sensor Tower mobile app insights help mobile marketers and app and game developers capture consumer mindshare where they spend their time their mobile devices.Pathmatics by Sensor Tower Digital Advertising Insights help demystify the digital ad ecosystem helping marketers drive waste f

125、rom their budgets and better position their campaigns.Press Inquiries: Sensor Tower Inc.-All Rights Reserved44Interested in our DigitalMarket Insights Solutions?If you want to learn more about Sensor Tower,please request a demo:Get the latest insights on our blog: Sensor Tower Inc.-All Rights ReservedRequest a free demo!45