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The app advertising ecosystem is evolving rapidly, with Q3 2024 introducing significant changes that marketers and developers need to harness to stay competitive. From declining CPIs to the growing prominence of non-traditional ad networks, Singular’s latest report highlights the trends reshaping the industry. This comprehensive analysis captures the current state of the mobile world and distills the key shifts that have redefined the global mobile ecosystem over the past quarter.
Global mobile at a glance:
“So much is changing in mobile right now. What an App Store is, and how Google can run its business are changing due to regulation, and no adtechs can ignore the privacy changes sweeping the industry. Singular’s Quarterly Trends Index highlights everything that’s happening, from installs to costs to ATT to CTRs to ad spend on web versus mobile. We’re fortunate to have the Mobile Growth Association provide its own unique perspective on all these changes, and on the emerging opportunities in 2025,” said John Koetsier, VP of Insights at Singular.
Here’s a closer look at the major shifts and their implications.
1. iOS CPIs Declined, Especially in Gaming
Cost-per-install (CPI) rates on iOS dropped significantly, with mobile games benefiting the most. Advertisers are capitalizing on this trend to scale their user acquisition efforts at lower costs. The report provides the latest benchmarks like CPIs across gets and app categories.
2. ATT Opt-In Rates Surged
Apple’s App Tracking Transparency (ATT) framework saw opt-in rates jump significantly, with some app categories reporting rates well over 20%. This rise is empowering advertisers with richer data, improving campaign performance.
3. Non-Traditional Ad Networks are Gaining Momentum
Diversification is the name of the game, as advertisers increasingly turn to non-traditional ad networks.
- Perplexity led the charge, gaining the most new advertisers of any network.
- Networks like Reddit, Taboola, Braze, Veritone (audio ads), and Roku (CTV ads) also saw notable growth.
Meanwhile, traditional giants such as Google and Meta remain dominant, but the growing adoption of alternative networks signals a shift in strategy.
4. Asia Leads in Ad Spend Growth
Ad spend growth surged in Japan, Korea, and Taiwan, solidifying Asia’s role as a key region for app advertising. On the other hand, the U.S., UK, and Canada experienced a decline in ad spend, reflecting potential market saturation or shifting focus.
5. Casual Games Continue to Surge Over Hyper-Casual
Casual games are maintaining their upward trajectory, especially on iOS. This ongoing shift underscores user and advertiser preferences for more immersive and engaging gaming experiences.
6. Metrics Improvement Across the Board
Performance metrics continue to climb, with click-through rates (CTRs) and install-per-mille (IPM) rates increasing on both Android and iOS. This trend as points to improved ad creatives and more efficient targeting.
7. Web Advertising Expands Its Role
The web’s share of ad spend, clicks, and conversions continues to grow. Marketers are increasingly adopting web-to-app strategies, which are proving effective in diversifying and scaling user acquisition efforts.
What Marketers Should Do Next
The trends in Q3 2024 reveal actionable opportunities:
- Leverage declining CPIs to scale user acquisition on iOS.
- Explore emerging ad networks to diversify advertising strategies.
- Invest in personalization to maximize ROI.
- Expand campaigns in high-growth regions like Asia.
By adapting to these shifts, marketers can position themselves for success in an increasingly dynamic and competitive app advertising environment.
📥 Download the full report to access comprehensive insights and benchmarks.
