AppsFlyer, the mobile app marketing platform, recently unveiled the top performing mobile media sources based on 2.5bn installs. The AppsFlyer Performance Index MWC Special Edition finds that Facebook leads the space, calling it the “undisputed leader in mobile advertising”, after consistently testing for the top five media sources in terms of retention, coupled with its far-reaching scale.
Facebook scores highest among gaming media sources for both iOS as well as Android. Chartboost ranks second for iOS, but not on Android, where Avazu takes the spot. Overall, the gap between ad networks on iOS is 75% greater than on Android.
Facebook is a leading mobile advertiser for gaming apps
For retention, AppLovin, with a focus on programmatic and in-app ads scores ahead of Facebook on iOS. Video ad networks Vungle and AdColony also prove strong retention rates – 90% higher than the average ad network. On Android, Twitter scores highest for retention, followed by Facebook, delivering 50% higher rates than average ad networks.
iOS gaming retention score
Overall, video ads have been found to perform extremely well for retention among app install ads. AppsFlyer found video ad networks to have a 30-90% higher retention rate in general. This is in part due to videos offering a similar experience to gameplay when they happen in-app.
Google AdWords was found to perform better on Android than iOS, where it scored third (compared to sixth place on iOS).
When it comes to non-gaming apps, Facebook remains in the top spot on both Android as well as iOS. Google AdWords and Mobvista rank second and third for power on Android. Google AdWords also performs strongly for iOS (third spot).
Top non-gaming mobile media sources for Android
Retention is strong across social networks Twitter and Facebook. The gap across the top 10 networks was small with a standard deviation of just 8% (17% across the entire top 30). Vungle video ad retention performed at least 30% higher on Android and 85% on iOS.
Android media retention score
Lastly, the index also highlighted Android’s strong performance in Asia, with about a third of all networks in the power rankings for game and non-gaming apps being Asian.