Who Topped New AppsFlyer Performance Index? You’re in for a Surprise
The AppsFlyer Performance Index — the industry-standard report card on the performance of mobile media sources — is out with Edition IX (!) and this time around, we have a change at the top with a new number one boasting the largest amount of attributed installs.
For the first time, Google has overtaken Facebook atop the global volume ranking. Although the search giant was late to the mobile game, we have seen it ramping up significantly in the past several years. In fact, since 2015, Google increased its share in the app install pie by 8 times!
Google’s App Campaigns (formerly known as Universal App Campaigns) has driven a massive scale of ads that generated installs, especially from video and display placements. It certainly helps that Google also owns Android — the largest mobile operating system with over 80% market share. Indeed, its success in the app install space can be mostly attributed to Android domination.
Despite Google’s achievement, Facebook retained its #1 position in the Index’s primary ranking — the global power ranking — which takes into account quality of users delivered, volume, and client adoption. The social giant performed particularly well on iOS, earning the top slot in both the global power and volume rankings across every category, excluding Midcore Gaming.
In addition, Facebook completely dominated retargeting with the #1 position in the Global Retargeting Index. Retargeting is becoming increasingly important for app marketers, and we are seeing more and more advertisers turning to retargeting to better optimize their funnel and drive ongoing engagement. The social network’s success in this area is therefore good news for Facebook going forward.
Facebook dominates the power ranking:
But Google Ads tops the volume ranking…
The clock is ticking for TikTok, but in a good way!
Video creation app sensation TikTok is making waves across the globe. In 2018, it was the most downloaded app in the US. In February 2019, TikTok hit one billion downloads globally, excluding Android installs in China, according to Sensor Tower.
With such scale, advertising becomes a real revenue opportunity. As a supply source, TikTok Ads is riding on the app’s popularity, reaching the #1 position in the Global Growth Index. The Chinese giant’s share of the pie leaped 10 times, growing across APAC, North America, and EMEA.
TikTok Ads has already broken into the Index top 10, and thanks to the huge growth of TikTok and TopBuzz (another successful news app owned by parent company ByteDance), as well as the platform’s reported plans to establish an ad network, the future looks bright for TikTok Ads.
The Growth Index Top 5:
A Facebook/Google-like rivalry is developing in Gaming
The battle for gaming supremacy is heating up with AppLovin and ironSource vying for market domination.
Although AppLovin is the clear #3 in Gaming, ironSource is pushing forward, growing faster than AppLovin — ironSource increased its share in the Gaming app install pie by 32%, compared to AppLovin’s 10% growth rate.
AppLovin made some strategic decisions last year which helped them boost scale and quality: they launched their own publishing house (Lion Studios, which quickly rose in the top charts), and acquired MAX mediation.
ironSource is also leveraging their strong mediation platform, building a large portfolio of partners with stable daily spend. Clearly, having your own mediation platform is an important part of a top gaming network’s arsenal, as it seeks to capitalize on the rapid growth of in-app advertising.
Good news: Budgets shifting away from fraudulent networks
Mobile ad fraud has a strong influence on the rankings, but the good news is that the overall direction in H1 2019 was positive, as advertisers shifted budgets from fraudulent to non-fraudulent networks. In fact, the install share coming from fraudulent networks dropped by 60%, while the number of installs coming from clean sources — a much larger share — grew by 25%.
Clearly, fraudulent networks are continuing down the wrong path.
How did Apple perform?
What about Snap, Twitter and Pinterest?
Who are the new up & coming players?