Paid Ads Drove 15% More US Downloads of Games in 2018 vs. 2017 Growth of Downloads From Paid Ads Top 100 Apps by Downloads, 2017 vs. 2018, US Mobile accounted for 65% of digital ad spend in the US 1000M in 2018. In fact, paid advertising on mobile drove 4 of Apps every 10 downloads among the top 100 apps and games in the US in 2018. Total downloads for top apps 800M and games from paid ads grew 10% year over year across the iOS App Store and Google Play in the US. Games 600M While the general growth trends held between the app stores, there are meaningful differences. Looking specifically at games, 20% more downloads of top 400M games on iOS came from paid UA than top games on Total Downloads Google Play. For app marketers, this is an important 200M benchmark to factor into developing advertising strategies, budget allocation and measuring KPI’s and iOS Google Play return on investment when evaluating the success of 0M app campaigns to drive app downloads. 0% 10% 20% 30% 40% 50% Percent Downloads Paid Note: Weighted average across iOS and Google Play in US of top 100 apps and games by downloads; Lighter color represents 2017 and darker color represents 2018 60 COPYRIGHT 2019