93% of all mobile gaming ad spend went on video ads in Q4 2016 with 77% of spend across all apps being used for the ad format.
That's according to data from AppLovin and AppsFlyer, which combined their data for a report on mobile video ads in Q4.
Holding your attention
The report also studied user retention from video ads compared to static ads. It found that users acquired from video ads had a 24% better retention rate than those acquired from other forms of advertising.
Breaking this down further, video ads performed 29% better on iOS over other forms of advertising. Video ads on Android only performed 21% better in terms of retention.
AppsFlyer released another report in February 2017 that found Facebook to be the highest driver of game installs on both Android and iOS. AppLovin placed second on the iOS chart for overall performance.
You can view the full report over on AppLovin's blog.