The news: Mobile gaming is proving to be an essential part of the advertising mix, per an Applovin and Kantar report.

• 71% of US mobile gamers bought a product the same day as seeing an ad, according to the report. Of this group, 32% clicked the ad and purchased immediately, while 39% clicked, browsed the site, and purchased later in the day.
• Another 16% purchased the product within a few days after ad exposure; 11% researched and purchased within a week.
• 37% said they have discovered something new through gaming ads. Forty-seven percent, meanwhile, said that ads had reminded or shown them an option similar to something they were already thinking of buying.
• 38% have purchased a product based on a mobile gaming ad within the past three months.

The mobile gaming opportunity: Mobile games represent a vast audience that advertisers have yet to fully tap into.

• 184.8 million people will be mobile phone gamers in the US alone this year, per our forecast. That represents over half (54.4%) of the US population and nearly all (91.9%) of digital gamers.