Summary
The State of Media Buying H1 2024 - United States Spotlight highlights the US's leadership in mobile gaming advertising. The US ranks first globally in app advertisers and second in ad impressions volume. Video ads dominate as the preferred format, and playable ads have experienced remarkable growth, rising from 1% to 13% since H1 2023.
Among game genres, sports games made a notable leap in ad impressions, while puzzle games maintain the top rank. The report is based on data from H2 2023 to H1 2024, with year-over-year comparisons to H1 2023. It covers the US, Japan, South Korea, Southeast Asia, the UK, France, Germany, Brazil, and over 100 other markets, excluding Mainland China.
Game genres analyzed include action & shooting, adventure, arcade, board, card, casino, music, racing, role-playing, simulation, sports, strategy, trivia, word, and others. The report offers insights for advertisers and developers seeking to optimize media buying strategies in the competitive US market.
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