Mobile Monday: Cross-Channel Marketing, DPI Increase in Mobile Games, and Mobile and Gaming Growth in 2022
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 growing popularity of cross-channel marketing, the rise in mobile gaming revenue through ads and in-app purchases, and the continued growth of mobile and the ecosystem of games in 2022 Learn all about these stories in this week’s Mobile Monday!
The rise of cross-channel
The growing popularity of cross-channel marketing has given us new ways to reach audiences. Recently we Coinbase Super Bowl Announcement Profile, which created a direct link between TV and smartphone like we had never seen before. The success of the advertising campaign itself is confirmed, but the immediate results – which crashed the Coinbase site – swept away expectations. But they’re not the only ones who have seen success in cross-channel efforts. MarTech’s recent article on cross-channel best practicesthere are others: the announcement of the Super Bowl of M&M, Bones Coffee and Rebecca Mink.
What all of these brands are trying to do, of course, is that their campaigns meet customers where they are. Many of them create campaigns that keep a consistent message and extend it to other platforms – social media, mobile apps, email or SMS. Having the right data to inform their campaigns and combining it with the right level of technology can allow savvy advertisers to scale their campaigns across multiple channels, reaching customers at a granular level no matter where they are. in the route.
At the center of it all, however, is the consumer device. And when thinking about cross-channel, marketers need to think about how to be prominent on the device itself while also thinking about where they might be in apps, social media, or emails. Digital Turbine can extend the effectiveness of cross-channel campaigns by keeping your brand and message front and center with consumers through in-device smart notifications, assistants, search screens and news screens .
Consumers prefer ad-supported games and will spend in-app
As time spent on mobile and in mobile games has increased, consumer spending on mobile games has also increased. This recent article by WARCexplains that mobile gaming advertising revenue grew by 28% in 2021 globally, with strong growth coming from the Americas. In addition to in-game spending, users also watch in-game ads; the number of users watching in-game ads increased from 22% in 2020 to 26% in 2021.
While the number of people watching ads in mobile games has increased, the increase in people spending in-game is even greater: mobile game DPI increased by 32% last year.
When it comes to the Americas, revenue is roughly evenly split between advertising and in-app purchases in mobile games. Additionally, WARC reports that ad-supported games are most preferred by mobile gamers and attract regular gamers. All this to say that mobile gaming is the perfect place to reach a growing and engaged consumer base. Advertising in this space has proven to be effective as these gamers interact with the app regularly, prefer in-app advertisements and come to this space for fun and entertainment.
The app market continues to grow, no peak in sight
Gaming, advertising growth and more time than ever on mobile are just a few of the highlights of Data.aiit’s Mobile State 2022. We dive deep into the macro trends driving mobile in recent years, as well as regional and Apple vs. Google data that gives us more insight into where things are headed.
Mobile Downloads, Hours & Apps
Consumers have shifted more of their entertainment and gaming consumption to mobile. In 2021, there were more than 230 apps and games exceeding $100 million in annual consumer spending, including 13 that exceeded $1 billion, 20% more than in 2020.
App publishers released more than 2 million new apps and games, bringing the total ever released to over 21 million titles. Games accounted for 15% of all new releases in 2021. Overall, global data shows 230 billion downloads, $170 billion in consumer spending, and 3.8 trillion hours spent on mobile in 2021.
More apps, more time – more ads
As the IDFA impacted the mobile advertising ecosystem, mobile ads grew 23% year-over-year, reaching $295 billion in 2021. The stage is set for even greater growth, as advertising dollars have flowed to mobile as the primary, captive channel for engaging consumers – accounting for 70% of digital spending. 2022 is expected to see $350 billion in ad spend, despite privacy changes.
The games started the year well
The first quarter of 2022 turned out to be the largest on record for consumer spending, which hit $33 billion. Top mobile spending categories include games, entertainment, and photo and video apps. For the first quarter of 2022, mobile games accounted for the lion’s share of consumer spending on the App Store and Google Play. Games accounted for 73% of consumer spending on Google Play and 60% on the App Store. Spending reached $22 billion in the first quarter, 42% higher than spending in the first quarter of 2020 (pre-pandemic).
About Moving MondaysMobile Monday reviews the latest news, trends and developments in mobile apps, technology and advertising. Do you have a story to share for next Mobile Monday?
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