According to AppGrowing, the average number of mobile games advertised each month rose 27.6% year-on-year.New campaigns were particularly active, with over 22,000 mobile games launching ads for the first time in Q2.

The non-gaming app market showed similar momentum, with a 30% year-on-year increase in the number of apps running ads monthly, reflecting steady investment across verticals.

This market vitality has also intensified competition, both in product and advertising. Creative agility is more crucial than ever—ad teams must quickly spot and respond to trends. Meanwhile, AI is accelerating transformation in the ad industry. Leveraging AI effectively is becoming key to streamlining workflows and scaling creative production.