Ad Intelligence: an overview 2022

Ad Intelligence: an overview

2022

The purpose of this study is to identify and analyze the ad strategies and
creatives in 2022.

All data presented in this report has been collected from Apptica
platform.

The basis of this analysis was made up of data from the Apptica’s Ad
Intelligence section.

To obtain accurate results, we have analyzed data on 35 countries
collected from January 01 to December 31, 2022.

We have not used additional information from other analytical services or
resources without mentioning them.

3Overview of Advertisers and Publishers
In 2019, there were more than 60 thousand
advertisers in App Store and Google Play.

In 2022 this number increased by 2 times
(more than ).
120 thousand
iOS

>34K
Number of Advertisers
iOS: 56K

Android: 1,8M
Android
>16,6KiOS

>8,5K
Number of Publishers

4Overview of AdvertisersCasual 23,8% Simulation 12,9% ActionCard 9,6%
The GAMES category led with more than of and . The biggest traffic share on both platforms together is covered by . 69,02% advertising traffic on App Store
55,58% on Google Play Casual
Advertising traffic by Categories 23,9% Puzzle 25,4% Casual 16,6%9,8%6,5%32%

Top advertisers in 2022 in terms of traffic share* The share is an average % for both platforms ** An average % for all Shopee aps in different geosShare (%)*Ad NetworksBigo Live – Live Streaming App1,3%8.Fishdom2%3.Facebook4,76%1.Candy Crush Saga0,86%15.5 Share (%)*Ad Networks Royal Match1,44%7. Shopee2,05%**162. Braindom 2: Brain Teaser Games1,2%10. Blockudoku: block puzzle game1,2% Township1,5%5. Woodoku1,54%4. TikTok1,45%6. Scatter Slots – Slot Machines0,94%14. Water Sort – Color Puzzle Game0,7%16. Wordscapes0,6%18. Jackpot Master Slots0,7%17. Lingokids – Play and Learn0,38%20. Gardenscapes0,95%13. Braindom: Brain Games Test11. Homescapes1,08%12. Vegas Live Slots: Casino Games0,4%19.

Top advertisers in 2022 in terms of creatives number
SHEIN – Fashion Shopping
Online
146K125.CreativesCreativesNewsBreak: Local News&Alerts1.Fishdom63.6K1017.6Apps only on Android Rescue Cut – Rope Puzzle92. Bigo Live – Live Streaming App16 KeepClean: Cleaner, Antivirus48. KeepBooster110K37. TikTok138K186. Monjong Solitaire225K73. Zynga Poker – Texas Holdem
Game
183K64. Braindom: Brain Games Test97,7K610. Public – Indian Local Videos411. Daily VPN – Secure VPN Proxy48,7K220. Opera News: breaking & local71,5K515. Evony: The King’s Return1213. Blackjack 21: Blackjackist67,1K816. Wordzee! – Social Word Game59,3K819. Two Dots918. Braindom 2: Brain Teaser Games712. SmartNews: Local Breaking
News
1114.

Top publishers in 2022 in terms of buying shareShare (%)AppsMurka Games7.Matchingham GamesM3.Meta Platforms1.MPeopleFun, Inc.1,35%P5.7 Share (%)Apps Tripledot Studios6. Playrix6,1%2. King1,58% Easybrain1,89%8. Shopee2,65%5. TikTok Pte. Ltd.3,17%4.T MobilityWare Zeroo Gravity Games LLC1,51%Z4. IEC GLOBAL PTY LTD1,30%6.I ONESOFT GLOBAL PTE LTD1,28%8.O Sonat Joint Stock Company1,29%7.S Tripledot Studios10. Easybrain1,92%3. Playrix5,4%1. Dream Games2,7%2.D BIGO TECHNOLOGY PTE. LTD.1,23%9.

Top publishers in terms of creatives numbersPublishers with apps only on AndroidCreatives72K518.W9.Roadget Business PTE.LTD.152K2R7.Playrix88 10.TikTok Pte.Ltd.138K4T 8.KamaGames10 6.Zynga232K68 5.APPS INNOVA244K7A 4.Matchingham Games260K16M MobilityWare261K203. ITI inc.605K52.I Particle Media1.P

Distribution of ad creatives: platforms + creatives’ format

iOS – 19,8% Total number of creatives: 14,6M Video Android
92022 20222022

The most shared creatives: interactive
Blockudoku®:

block puzzle game
Easybrain Puzzle Game

Mahjong solitaire mahjongg
* A few creatives with ad activity >60 days on average10

The most shared creatives: image Rescue Cut – Rope Puzzle
ITI inc.
Vegas Live Slots: Casino Games
PlaydogCandy Crush Saga
King
Bigo Live – Live
Streaming App

Bigo Technology Pte.Ltd.
* A few creatives with ad activity >100 days on average
11

The most shared creatives: video Homescapes
Playrix
Traffic Puzzle –
Match 3 Game

Huuuge Global Ltd.Lords Mobile:
Kingdom Wars
IGG.COM
* A few creatives with ad activity >150 days on average 12

The number of advertisers in the market keeps growing. In 2022 the total number of
advertisers was more than 120 thousand. iOS advertisers cover 29%, whereas Android
ones – 71%.

The same disparity picture remains for publishers. Publishers on Android outrun the
ones on iOS by 2 times.

The GAMES category led with more than 69,02% of advertising traffic on App Store
and 55,58% on Google Play. In terms of advertisers’ number Android games take
43,69%, iOS games – 48.60%.

The biggest traffic share within the gaming category is taken by Casual on iOS
(23,8%) and Puzzle (25,4%) on Android. The most popular gaming category is Casual
for both platforms together.

In general, the apps with the biggest buying traffic embrace 3 categories: Games,
Shopping, and Social.

Key Takeaways13

*among top 20 advertisers in terms of traffic share mentioned in this study

**among top 20 publishers in terms of creatives’ number mentioned in this study

Majority of advertisers on both platform have a bigger share on Android, however,
there are some apps that give preference to iOS, e.g. Royal Match. Moreover, a few
apps divide equally their presence, it is a case of BigoLive, for example*.

Publishers tend to test more creatives on Android, the gap between creatives’
number (Android vs iOS) range from 2 to 124 times**

3 publishers appear in the top-10 on both platforms in terms of buying share: Playrix,
Easybrain and Tripledot Studios.

In total, in 2022 Apptica caught more than 14,6M creatives, of which 80,2% were
running on Android.

The distribution of creatives’ format differs between the platforms: the leading
format on iOS is video (59,9%), on Android – image (58,8%). The share of interactive
creatives is almost the same: 2,8% vs 2,5%.

Key Takeaways14

Providing the most accurate data on
applications, publishers and ad creatives
since 2017
© 2023. Apptica LTD. All rights reserved