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Appsflyer releases the 12th edition of comprehensive performance report of advertising platform

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Google wins in user level, Facebook still wins in high quality; Apple search ads grows against the trend

March 24, 2021, Beijing – appsflyer, the global leader of attribution, officially released the 12th edition of the comprehensive performance report of advertising platforms, ranking the media channels in the mobile advertising industry. In this edition, Google once again surpassed Facebook to the top of the global retention index. In the last edition (the first half of 2020), Google and Facebook scored 69 and 68 respectively; in the Twelfth Edition (the second half of 2020), Google and Facebook scored 69 and 64 respectively.

The data sample of this report contains more than 16000 applications, with a total of 29 billion installations, covering 580 media channels.

Mainstream channel IOS end installation fell 20% year on year

Apple previously announced that it will officially launch att framework (APP tracking transparency, or ATT) in the spring of 2021, which has a preliminary effect on the comprehensive performance ranking of advertising platform. In the second half of 2020, the share of unnatural installation of IOS in the world decreased by 20% year on year; among the top 20 media channels, at least 17 were affected.

The share of IOS in the global natural installation has not changed, and the number of apps advertising has also remained unchanged. However, in contrast, the share of unnatural installation on Android shows a growth trend, with a year-on-year growth of 6%.

The decline of unnatural installation is mainly due to the jump of CPI (cost per installation). In the second half of 2020, the global CPI will increase by 30% on average, while the Android CPI will only increase by 10% in the same period, and the number of customers received by marketing staff will decrease under the condition of limited budget. COVID-19 has accelerated the digital transformation of traditional enterprises, and the demand for mobile applications has soared. The proportion of iOS users opening LAT (Limited Limited Ad Tracking, or LAT) has increased by 40%, which is the main reason for the high price of iOS purchases.

In the second half of 2020, in North America and Western Europe, where IOS devices dominate, CPI is as high as $3 and $2.3 respectively; compared with the second half of 2020 and the first half of 2020, the number of applications with more than one million unnatural installations on IOS devices has decreased by 25%. In comparison, within the same statistical date range, the number of applications with more than one million unnaturally installed on Android increased by 7%.

“The industry generally pays more attention to privacy protection, especially after Apple announced its new privacy policy. This has imperceptibly affected more users to open lat, “said Shani Rosenfeld, director of content and mobile insight at appsflyer.” channels that rely on IOS are more vulnerable, which affects advertisers who put these channels. “

“In the past year, the mobile advertising industry has undergone significant changes, which is also reflected in the comprehensive performance report of the advertising platform,” said Ziv Peled, chief customer success officer of appsflyer. “Advertisers understand that only by constantly adjusting themselves to adapt to the rapidly changing mobile marketing formats and ensuring that they choose the right attribution measurement partners can they survive the changing period smoothly. Advertisers need to be fully prepared to provide users with an excellent experience, while also following the highest standards of user privacy. “

Google continues to be at the forefront of the Android end of the major indexes; thanks to user quality, Facebook is at the top of the strength list

In the mobile advertising platform competition, Google once again surpassed Facebook to the top of the global comprehensive strength list (retention index).

In the 12th edition, the global share of unnatural installation of search engine giant Google increased by 15%, mainly due to the growth of Google’s Android end in India and other emerging countries; in North America and Western Europe, Google’s share of unnatural installation on Android end remained basically unchanged, and globally, its share of unnatural installation on IOS end also remained basically unchanged.

In the 12th edition, Facebook’s installation share decreased by 10%, mainly due to the fact that the IOS end lost more land (the overall decline of unnatural installation on IOS end). But Facebook still has higher user quality, ranking second on the average strength list of all indices.

In addition, the score of Facebook in the 12th edition is 16% higher than that of Google, which is mainly reflected in Android and non game fields. Facebook still tops the list of IOS games, but Google is closing the gap.

In the second half of 2020, Facebook will continue to dominate the re marketing index. Google is catching up, with a 65% growth in its re marketing index.

Unity ads establishes the leading position in the game field

It seems that lovin and apponsource will not only surpass the monopoly of Google and apponsource.

In the Global Game App retention index, unity ads surpassed Facebook in second place. In terms of different sub types of games, unity ads ranks first in the list of super leisure, arcade, guessing and word games.

The IAA index ranks media channels according to the ability to bring the level of users cashed out through advertising. Unity ads has become the first media channel in the IAA index’s strength and scale, surpassing Facebook again. In addition, unity ads ranks first in the global leisure game strength list, and leisure games almost entirely rely on advertising revenue.

IAP index ranks media channels according to the ability to bring the proportion of paid users. Unity ads ranks among the top three in the Android global game strength list, including action, arcade, guessing, card games and IOS action and guessing games.

About appsflier

Appsflyer, the global leader in attribution, empowers marketers with comprehensive measurement and analysis solutions to boost business growth and innovation. With privacy protection as the guideline, appsflyer has always been customer-centric, helping more than 12000 advertisers and more than 8000 technology partners make better business decisions every day. For more information, please visit the official website. More reading: appsflyer: comprehensive performance report of advertising platform (8th Edition) – (with download) appsflyer: it is predicted that the global application installation advertising cost will reach 641 million yuan in 2020 $100 million appsflyer: comprehensive effect report of mobile advertising platform in the first half of 2016 (with download) appsflyer & Facebook: user life cycle value report in 2018 (with download) appsflyer: the proportion of Chinese applications in q2-q3 Indian application market will drop to 38% in 2019 appsflyer: 2017 global mobile application participation status (with download) appsflyer: 2017 Q3 game application marketing status report (with download) (attached) appsflyer: comprehensive performance report of advertising platform in the first half of 2018 (with download) : comprehensive performance report of advertising platform in 2019 appsflyer: report on China Mobile Application going to sea in Q1 2017 (attached with report) appsflyer: status quo of mobile application installation and interactive fraud (attached with download) appsflyer: video advertising helps to improve player retention rate appsflyer: global mobile game market data in the first half of 2019 appsflyer: 2016 application unloading analysis report (attached with download) appsflyer : it is estimated that app installation advertising expenditure will surge to $64.1 billion in 2020

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