The vast majority of all mobile activity is now spent in-app — but many advertisers still aren’t tailoring their strategies to the mobile ecosystem as it exists. Fewer than one third are designating a majority of their mobile marketing budgets to apps rather than the mobile web. 

Advertisers hold mistaken assumptions about what kinds of consumers engage with mobile apps, particularly mobile games. The effectiveness of in-app ad products — particularly rewarded video — also remains poorly understood. In this new report, you’ll gain insights into the nuanced characteristics of gamers and other app users, along with the most effective tools and tactics that advertisers are using to reach them. 

Download this report to learn: 

• Why mobile gamer demographics skew toward older users and women 
• Why gamers, advertisers and publishers prefer rewarded video ad experiences
• Why in-app ads beat mobile web ads in viewability and brand safety
• How in-app ad measurement has caught up to the mobile web