AppsFlyer Releases The AppsFlyer Performance Index, Ranking the Top Media Sources in Mobile Advertising for the First Half of 2016

Aug 11, 2016

AppsFlyer, a mobile attribution and marketing analytics company, released the latest edition of The AppsFlyer Performance Index, ranking the top media sources in mobile advertising between January - June (H1), 2016. The new Index reveals industry changes and new players in the always-evolving app marketing landscape, comparing advertising network rankings with positions previously held in the last Index, at the end of 2015.

A few key findings from the latest edition of the Index include:

  • Facebook continues to dominate, maintaining its position as the top media source in mobile advertising. Thanks to its unmatched scale and strong retention, the social network ranked first place globally in both the Android and iOS power rankings.
  • Google is making impressive gains in mobile, especially in its ability to deliver quality users driven by powerful intent signals. The search giant has also driven massive scale, combining for a powerful quantity-quality punch.
  • Twitter has shown it can consistently deliver loyal users across the board. On Android it holds the #1 and #2 positions in global retention scores in both non-gaming-related and gaming-related categories, respectively. While on iOS, the social network climbed up the charts to reach the top 5.
  • The mobile app advertising ecosystem is as strong and healthy as ever. Over the last six months there has been a great deal of movement as networks gained or lost in their scale and retention rankings. A few first-timers also appear in the latest index, a sign of industry health and strong competition.
  • Several additional industry players are able to scale and deliver strong retention both regionally and globally -- giving marketers many options to work with as they look to attract users on regional and global levels. These include AppLovin, Chartboost, AdColony, Vungle, Applift, Avazu, Mobvista and several others that showed strong positions in the rankings.
  • Video ads on mobile are a winning way to deliver loyal app users. With users able to have a detailed look at what an app is all about, there are less surprises -- leading to high retention rates.
  • App user retention on iOS and Android is neck-and-neck, as both platforms had a virtually identical retention score globally. Slightly different numbers were only evident in North America, where iOS retention was higher than Android, and in Europe where Android's score was higher than iOS.