Abraham Yousef · November 2023
3Q23 Mobile Ad Network Trends
Proprietary panel data from Sensor Tower provides valuable insights on the top advertisers and categories by share of voice for the largest mobile ad networks; including: AdMob, AppLovin, Unity, and more. Social network mobile ad platform data for Meta, Snapchat, TikTok, YouTube, and Pinterest are also explored.
Key Takeaways:
Games was the top category on AdMob in 2022 with a 12% SOV. This trend continued and actually accelerated in 2023 as Games SOV increased 9pps YoY to account for ~21% of SOV across the platform
Puzzle games also rose significantly on AdMob, up 6pps YoY to account for ~9% SOV across AdMob’s network
Finance jumped to a top 5 category on Unity in 2023 after only having a .5% SOV in 2022, largely driven by Credit Karma surging to 4% SOV as an individual advertiser
The entertainment category has been shrinking across most ad and social networks, but has actually experienced growth in SOV on AppLovin, up 1% YoY, becoming a top three category across the network
Shopping is the top category by SOV on Facebook and Instagram accounting for a 40% and 30% SOV across both channels in 3Q23, respectively
For more information, request the full report from reports@sensortower.com.
Written by: Abraham Yousef, Senior Insights Analyst
Date: November 2023