Apple Search Ads score high in new AppsFlyer mobile ad Performance Index – Facebook and Google continue to dominate overall

Anne Freier

In Mobile Advertising

October 25, 2017

According to the latest Performance Index by Appsflyer, Apple Search Ads are now in the lead of the iOS ROI Index after they were launched a year ago. It seems that the fact that users are already engaging on the App Store makes for a powerful mix.
Overall, Apple Search Ads had a 30% higher ARPU and 40% lower price than other networks.
Apple Search Ads also scored third and fourth in the universal non-gaming and gaming power rankings of the Index.
Strikingly though, the number of networks which non-gaming app marketers choose are almost double the number of gaming ones. AppsFlyer says that:

“Gaming is more global in nature, and therefore directs marketers toward networks with global inventory. Non-gaming, on the other hand, is more local in nature, as marketers choose both local and global media partners.”

Meanwhile, Facebook and Google continue to dominate the mobile advertising space. According to AppsFlyer’s ROI Index, Facebook and Google reached first and second spot on Android, and second and third place on iOS, respectively.
However, their dominance of the mobile app and advertising space is even more prominent within the non-gaming categories. Here, the companies’ shares of installs were 70% higher than for gaming. On Android, their share was 50% higher than iOS.
Interestingly, Latin America appears to have the highest share of installs originating from Google and Facebook, followed by Asia, Western Europe and North America.
Interestingly, Twitter seems to be delivering very good results in the non-gaming category. According to the results, the social network produced good quality on an impressive scale.
Video formats seem to have taken the ad world by storm which is particularly evident within gaming categories where video networks made the top 10 power ranking including Unit Ads, Vungle and AdColony.
The newly released Index also estimates that app install fraud could cost marketers between $2.2-$2.6 billion in 2017. AppsFlyer says that fraud is factored into the methodology for the Index and networks that do not meet a set threshold are excluded from it.
Check out the top rated universal gaming and non-gaming mobile advertisers.