Mobile App Advertising Beyond Google and Meta: A Study on Growth Opportunities and Financial Returns

Moloco research finds that 88% of mobile app ad spend remains with Google and Meta despite user attention shifting elsewhere. Advertisers who embrace the independent app ecosystem see up to 214% higher financial return. The study highlights the growth potential of the independent app ecosystem and encourages advertisers to diversify their media mix for better returns.

A recent study by Moloco has uncovered a significant gap between mobile app advertising spend and user attention. The research, titled "Performance Through Independence: Unlocking Incremental App Growth Beyond Google and Meta," highlights that 88% of consumer mobile app ad spend remains with Google and Meta, despite a shift in user behavior [1].

The study, conducted in collaboration with Sensor Tower and Singular, found that advertisers who diversify their ad spend beyond Google and Meta can achieve up to 214% higher financial returns. This finding underscores the growth potential of the independent app ecosystem, which includes millions of diverse mobile apps developed and monetized by independent companies [1].

Consumer mobile app revenue has been growing rapidly, with in-app purchase (IAP) and subscription revenues rising 25% in 2024 to reach $70.5 billion. However, the mobile app advertising spend remains heavily skewed towards Google and Meta, failing to reflect where users actually spend their time [1].

The research also indicates that mobile app growth is slowing in mature markets but accelerating in emerging new ones. While usage plateaus in the US, UK, Germany, and Japan, time spent on mobile apps is rising sharply in South Africa, India, and the Philippines. This shift requires reaching users across a diverse range of apps [1].

Valerie Castro, Acquisition Marketing Director at Turo, a popular mobile app marketplace for car rentals, noted that since expanding their channels beyond social partners, they have seen an increase in platform bookings validated through incrementality modeling. This suggests that diversifying the media mix can drive better performance [1].

The study underscores the need for advertisers to consider the independent app ecosystem as a viable option for maximizing their ad spend. By doing so, they can tap into the growing consumer base and achieve higher financial returns [1].

References:
[1] https://www.businesswire.com/news/home/20250812801294/en/Moloco-Research-Uncovers-Substantial-Growth-Opportunities-for-Mobile-App-Advertising-Beyond-Google-and-Meta
[2] https://theoutpost.ai/news-story/meta-settles-ai-defamation-lawsuit-with-conservative-activist-robby-starbuck-18904/
[3] https://ppc.land/google-revenue-shift-reaches-90-as-network-advertising-faces-decline/