Smart Bidding Ad Spend Surges 50% as APAC Marketers Prioritize ROI
APAC marketers shift to ROI-focused strategies as Smart Bidding ad spend jumps 50%. Mintegral report reveals short drama apps hit triple-digit growth and regional monetization gaps.
Mintegral and advertising intelligence platform Insightrackr released their 2026 Global Non-Gaming App Trends Report on February 11, analyzing data from over 100 markets throughout 2025. The research reveals automated Smart Bidding solutions experienced over 50% growth in ad spend as marketers pivot from install-volume metrics to profitability-focused strategies.
Short Drama Apps Lead Triple-Digit Revenue Growth
Six of the top global short drama apps achieved triple-digit revenue increases year-over-year, with some reaching 1,200% growth. The category demonstrates exceptional cost efficiency in Asia-Pacific, with cost-per-install indices significantly below regional baselines on iOS and similarly low acquisition costs in Southeast Asia on Android platforms.
The report examined non-gaming apps across finance, utilities, education, lifestyle, and short-form drama categories. Finance & Business advertising increased 43.5% while Life Services rose 42%, reflecting intensifying competition. Asia-Pacific iOS users in Finance & Business command the highest cost-per-install index among selected non-gaming categories, indicating premium acquisition costs for high-intent users.
"The real story of 2026 is the sophistication of the marketer," said Erick Fang, CEO of Mintegral. "By embracing automated, ROI-based UA solutions and highly immersive video formats, developers are cracking the code on balancing rapid scale with sustainable profitability."
Regional Performance Shows Market Divergence
Singapore's non-gaming app market grew 10.5% year-over-year in downloads and 9.5% in revenue during Q3 2024. However, Japan, Indonesia, Vietnam, and the Philippines experienced declines driven by market saturation and post-COVID stabilization. Indonesia recorded a 4.7% decrease.
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Asia-Pacific accounts for 26.91% of global non-gaming app downloads but only 23.72% of revenue in Q3 2024, revealing a persistent monetization gap. India shows high download volumes but low monetization while China focuses on premium-heavy models. The Philippines presents opportunities with e-wallet accounts projected to reach 80 million by 2025, driving payment integration for finance and life services apps.
AI Integration Moves Beyond Standalone Applications
Approximately 75% of new apps now use low-code or no-code platforms with on-device AI capabilities. AI-enhanced features are driving revenue growth across Education and Utility categories, moving beyond niche applications like ChatGPT into mainstream functionality.
Rewarded Video ads deliver eCPMs up to 165 times higher than standard banners on iOS, with North America representing the most lucrative market for these formats. Video content dominates global engagement metrics, particularly within Short Drama and Utility categories.
Super-App Competition Intensifies Across Southeast Asia
Grab acquired StashAway for US$425 million in February 2026, expanding its super-app ecosystem into financial services across Southeast Asia. The acquisition intensifies competition for mass-market users as integrated platform ecosystems dominate India and Southeast Asian markets.
Over 50% of Asia-Pacific marketers increased budgets for online video, e-commerce, and influencer marketing in 2026. However, 62% use generative AI for efficiency gains while 63% of consumers worry about fake ads, creating tension between automation benefits and authenticity concerns.
The report indicates marketers achieving 50:50 brand-performance budget splits report 55% better results compared to those over-relying on short-term performance metrics.
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