Unity conducted a survey of over 4,000 U.S. adults to provide insights for mobile game marketers on effective holiday advertising strategies.

The survey highlights the importance of creative and interactive advertising strategies to engage audiences during the holiday season.

Mobile ads play a significant role in influencing holiday shopping decisions, especially among younger audiences, with 45% of Gen Z indicating that ads in mobile games impact their purchases.

Among Gen Z, there is a strong preference for interactive ad formats, with 42% favoring playable ads and 40% preferring offerwall ads that offer rewards.

Popular ad mediation platforms like Unity Ads, AdMob, ironSource, and AppLovin each offer unique features that cater to developers' needs.

Ad mediation systems enhance monetization by increasing fill rates and providing access to diverse ad formats, including banners, interstitials, and rewarded videos.

These systems are crucial for optimizing revenue through multiple ad networks, allowing developers to maximize their earnings.

Ad mediation improves fill rates by automatically switching to backup networks if the primary one fails, thus reducing potential revenue loss.

Unity suggests that brands tailor their campaigns to engage early shoppers and leverage mobile gaming as a connection point with consumers.

Gen Z shoppers are particularly proactive, with 25% planning to buy gifts throughout the year and 21% starting their shopping as early as October.

The survey indicates that 24% of shoppers plan to do most of their holiday shopping during Black Friday and Cyber Monday, while 21% are engaging in year-round shopping.

Millennials are projected to be the biggest spenders this holiday season, with 35% planning to spend between $251 and $500 or more on gifts.