Pixalate Debuts Global Mobile App Ad Spend Benchmarks Report for Open Programmatic Advertising: $6.2 Billion in Estimated Ad Spend in Q1 2024, Led by ‘Video Gaming’ IAB App Category
May 23 2024 - 2:25PM
Pixalate, the global market-leading ad fraud protection, privacy,
and compliance analytics platform, today released the inaugural
Global Mobile App Ad Spend Benchmarks Report for open programmatic
advertising. The Q1 2024 report provides a detailed analysis of
estimated global open programmatic ad spend on mobile apps from the
Google Play Store and Apple App Store, including breakdowns by IAB
categories and subcategories.
Pixalate also released North America, Asia-Pacific (APAC),
Europe, the Middle East and Africa (EMEA), and Latin America
(LATAM) versions of the report.
The report offers insights for advertisers evaluating contextual
targeting strategies in the global open programmatic supply chain.
With the rise of contextual advertising amidst the deprecation of
cookies and behavioral targeting, advertisers can use the data and
insights from this new report to understand the distribution of
advertising spend across different IAB categories and subcategories
within specific regions. Advertisers can use the insights to
optimize campaigns to reach more relevant audiences within
appropriate mobile environments.
Pixalate’s data science team analyzed over 50 billion open
programmatic ad transactions across 5.1 million mobile apps in the
Google Play Store and Apple App Store in Q1 2024 to compile the
research in this series. Pixalate's datasets consist predominantly
of buy-side open auction programmatic traffic sources.Key
Findings: Q1 2024 Global Mobile App Ad Spend Benchmarks
Report
- $6.2 billion estimated global open
programmatic mobile app ad spend in Q1 2024
- "Video Gaming" IAB app category captured
an estimated 65% share of open programmatic ad
spend on mobile apps in Q1 2024, representing an estimated
$4.1 billion
- "Video Gaming" led globally and in all four
global regions, including North America
(69% share of voice), EMEA
(72%), LATAM
(61%), and APAC
(54%)
- "Sports" category saw increased YoY ad
spend by 50% globally
- North America saw a YoY rise in the
"Sports" category of 102%
- "American Football" IAB
subcategory under the "Sports" category saw
+380% YoY ad spend growth in North
America, the highest rate of growth among subcategories in
the region
- In APAC, "Personal
Finance" saw a 93% YoY increase, the
highest rate of growth among subcategories in the region
- In LATAM,
"Automotive" experienced a
124% YoY growth
- "Music and Audio" subcategories saw
regional variations emerge:
- "Country Music" (Global)
+50% YoY
- "Computing" (APAC) +163%
YoY
- "R&B/Soul/Funk" (EMEA)
+1121% YoY
Download the reports for a complete analysis and review
of IAB Ad Spend Trends:
- Global
- North America
- EMEA
- APAC
- LATAM
About Pixalate
Pixalate is a global market-leading ad fraud protection,
privacy, and compliance analytics platform. Pixalate works 24/7 to
guard your reputation and grow your media value by offering the
only system of coordinated solutions across display, app, video,
and CTV for the detection and elimination of ad fraud. Pixalate is
an MRC-accredited service for the detection and filtration of
sophisticated invalid traffic (SIVT) across desktop and mobile web,
mobile in-app, and CTV advertising. www.pixalate.com
Disclaimer
The content of this press release, and the Mobile App Ad Spend
Benchmarks Reports, reflects Pixalate’s opinions with respect to
the factors that Pixalate believes can be useful to the digital
media industry. Any data shared is grounded in Pixalate’s
proprietary technology and analytics, which Pixalate is
continuously evaluating and updating. Any references to outside
sources should not be construed as endorsements. Pixalate’s
opinions are just that, opinions, which means that they are neither
facts nor guarantees. Pixalate is sharing this data not to impugn
the standing or reputation of any entity, person or app, but,
instead, to report findings and trends pertaining to the time
period studied.
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com