The AppsFlyer Performance Index offers app marketers a report card on the performance of mobile media sources during the second half of 2018.
Chennai:
KEY FINDINGS of UNIVERSAL RANKINGS
Duopoly domination is undisputed,but its growth has stalled
- The superiority of Facebook and Google – aka the duopoly – in the digital ad space is well-known
- Despite impressive strides made by Google in the past year, Facebook remains the #1 network for mobile apps. This is especially true for gaming apps, as the social giant is experiencing higher growth in its share of the gaming space than Google
- In app install advertising, although their market share is significant, it’s not growing: they had the same share in H2 2018 as the previous one, both among gaming and non gaming apps
- Facebook excels at driving demand for games (via enhanced targeting; game discovery mode is also suited to the nature of social browsing
- Google’s higher growth in non-gaming compared to FB is driven by its search intent model; Utility apps are more popular on Google’s home turf - Android
Fraud continues to have massive impact with little change in sight
- The overall app install fraud rate in the second half of 2018 was nearly 30% worldwide
- Beyond the obvious financial incentive for fraudsters, there are many marketers who are still unaware of the threat
Africa & Middle East, the next big thing
Thanks to a growing volume of non-organic installs, Africa and the Middle East are making their first appearance in the index. These emerging markets will experience the highest growth in the number of smartphone users worldwide: almost 213 million by 2022, a 40% jump, according to eMarketer. Most of the install growth is driven by gaming apps with a nearly 30% increase in the average number of non-organic installs per app