When it comes to the app marketplace much of the advertising spend is going to utilities, not games. That according to new data out from PapayaMobile's AppFlood. Based on numbers from Q1 2015, AppFlood found that 60% of the ad spend is put into utility apps.
That spend amount results in the cost-per-install for utility apps dropping below all other categories.
Perhaps of most interest, though, is that the mobile ad spend has increased more than 500% YoY on a global scale. On average CPIs for apps fall at $0.40, with most installs happening in the US, India and Indonesia on a country-by-country level; regionally speaking, North America and Western Europe have the highest install numbers.