Google drives more app installs than Facebook for first time
Google snatches app marketing crown from Facebook
The AppsFlyer Performance Index: TikTok makes inroads into app marketing
AppsFlyer's annual Performance Index found that TikTok is quickly turning into a global social media force.
Google overtakes Facebook as top driver of app installs, study says
AppsFlyer: Google overtakes Facebook in app marketing installs
AppsFlyer: Google Tops Facebook, Driving More App Installs in 1H 2019
AppsFlyer’s Quinn argues that marketers need a complete picture of all consumer touchpoints, regardless of where their activities take place. “This is ultimately what the people-based attribution solutions that are now coming into the market are aiming to do,” he says. “They see highly measurable mobile apps as the centerpiece in a holistic customer engagement strategy, and connect various other channels—OTT, mobile web, desktop—into a detailed customer journey.”
The findings are drawn from a study commissioned by AppsFlyer which showed that 41% of marketers do not consider mobile ad fraud to present any risk to their ad spend – even though a recent State of Mobile Fraud report identified $2.3bn worth of fraudulent activity in the first half of 2019 alone.
The true cost of mobile ad fraud over the first half of the year has been calculated by mobile attribution and marketing analytics specialists Appsflyer, which found that $2.3bn in ad spending was subject to app install fraud over the first six months.
The move to OTT will be a boon to advertisers in the form of addressable TV advertising, which allows for real-time targeting of custom, complex audiences and for much finer-grained measurement and performance tracking compared to traditional index-based TV buying.
'Marketers must get a handle on ad fraud to safeguard spend'