Singular’s Quarterly Trends Report: Q2 2024

Hello trends! And hello Singular’s Quarterly Trends Report for Q2 2024!

We’re seeing massive change in the mobile and wider marketing ecosystem, and the Quarterly Trends Report is a good way to share it with the world. It’s Singular’s unique view of adtech today, and it’s based on billions in ad spend, trillions of ad impressions, billions of app installs, and hundreds of billions of in-app events.

What’s in the Q2 Quarterly Trends Report

Here’s some of what we’re seeing right now in mobile and marketing:

• ATT acceptance dropped again (and the growing divergence between games and apps)
• Ad spend shifts from iOS to Android
• Significant growth in in-app purchase spend in apps (but not games)
• Big shifts in app and game category monetization
• Growth in CTV (connected/streaming TV) providers
• Growth in OEM and white-label OEM ad networks
• CPI shifts
• The continued growth of hybrid casual games at the expense of hyper casual
• Major evolution of what ads and ad elements work best on
  • YouTube
  • Facebook
  • TikTok
• Which Apple Search Ads placements work best (by a long shot)
• The massive impact age and gender have on monetization 
• Global game retention shifts by genre and geo
• And much, much more …

Mobile insights, with a little help from friends

Singular sees a huge chunk of the adtech, mobile, and marketing ecosystem. But we absolutely could not pull this off without amazing partners bringing in their deep insights. For Q2 2024, the Quarterly Trends Report includes insight from 5 partners:

1. SensorTower: consumer spend trends
2. Alison.ai: 2024 creative trends
3. Splitmetrics: Apple Search Ads insights
4. Persona.ly: monetization insights by age and gender
5. Movista: global game retention data

Thank you to all our partners!

Going deeper by country and region

Global data is interesting, but regional data is often more actionable. That’s why we’re happy to be able to share per-country data for many metrics.

That includes:

• Cost per install
• Click-through rate
• Conversion rate
• Spend by platform (iOS/Android/Web)
• Game retention benchmarks

Going deeper by vertical

Obviously, you want to know what’s going on in the verticals or genres you’re most invested in, or your competitors are in. So we break down key metrics like CPI by genre.

As you can see in this case, Casino game installs are expensive on Android, while Sports, Action, or Trivia games installs are comparatively cheaper.

Get the Q2 2024 Quarterly Trends report

The report is entirely free but does ask for your professional information.

Sign in to access it here.