AppsFlyer has just released the fourth edition of its AppsFlyer Performance Index. The guide compares the top advertising networks and platforms for mobile ads, based on six billion app installs and 22 billion app sessions and app opens. It compares data across regions including North America, Latin America, Western Europe, Eastern Europe, Southeast Asia, North Pacific Asia and the Indian subcontinent.
For gaming apps, the Index shows that Facebook continues to be in the lead. The social media site dominates the mobile ad landscape on both Android and iOS apps.
Apple meanwhile has shown potential with its new advertising platform. It ranked third for best retention score on iOS in North America.
Taptica has moved up 17 spots to reach #7 for the iOS Power Ranking. The platform also proved it can perform well on retention – landing in spot 4.
When it comes to advertising formats for game app advertising, mobile video continues to drive engagement with 23% higher retention scores than other media. Video networks such as Vungle, Unity Ads and AdColony scored spots #4, 5 and 6 respectively in the iOS Power Ranking.
Though Android has a larger market share, the top 30 media sources, delivered roughly half of all gaming app installs on iOS.
Within the non-gaming categories, Google ranked second in the Power Ranking globally boasting large scale and retention. Regionally, the search engine giant came in second across the board on Android and in most regions on iOS.
Twitter seems to be moving a comeback and climbed three places to #3 in the global Android Power Ranking largely driven by solid retention rates. Twitter also has been delivering a good performance on volume and valuable users on iOS.
StartApp, the ad network, is now ranking 4th in the Android Power Ranking and has jumped 10 places to second best retention score.
For non-gaming apps, Power Rankings and retention scores were roughly equal on iOS and Android. Android had 7x more non-gaming installs than iOS due to its market share lead.
AppsFlyer adds that whilst the Index is driven by global predictions and media sources due to scale and statistical power, local ad networks such as Yandex in East Europe, MoBrain in LATAM and tyroo in India have also delivered great results.
In Mobile Advertising Blog. February 27, 2017