The latest “The AppsFlyer Performance Index 11th Edition” adds in-app purchase index and in-app advertising index
ROAS is what matters
The COVID-19 in 2020 has had a significant impact on the mobile application market. The lifestyle at home has led to the continued growth of the mobile economy, which has also brought fiercer competition and radical user acquisition. For developers and marketers, having a comprehensive “think tank” and mastering first-hand information on market information and industry trends has become particularly important today.
On October 14, AppsFlyer released The AppsFlyer Performance Index 11th Edition (hereinafter referred to as the “Eleventh Edition Report”).
The report analyzes the data of 27 billion installations and 58 billion application and 14,000 click-on of apps on 495 advertising platforms around the world in the first half of 2020, and ranks the data performance of major advertising platforms around the world according to different dimensions and indicators.
The report aims to help mobile marketers grasp the status quo of advertising platforms and capture the latest trends in the marketing industry. There are a total of 5 categories in the “Eleventh Edition Report”. On the basis of the original retention index, growth index and remarketing index, the new in-app purchase (IAP) index and in-app advertising (IAA) index are added to reflect the current The value orientation of mobile marketing.
The application types of the list include tools, lifestyle and art, and multiple game segmentation types. The application types in the list are as follows:
“Retention, in-app purchase, advertising monetization and remarketing” are very important indicators in the life cycle value of mobile users.
This article will give you details from the perspective of “user retention-in-app purchase/monetization-remarketing” from the perspective of different industries and regions. Perform report interpretation.
Two giants dominate the development of the mobile marketing industry, Facebook’s overall strength is even better.
Let’s first observe the overall performance of advertising platforms without distinguishing between application categories, market regions and operating systems. In-app advertising index lists that only involve game advertising platforms are excluded.
We can see that the two giants of Facebook and Google continue to dominate the development of the mobile advertising industry, taking turns occupying the top position in the 79% strength list and 82% scale list in this report.
Google ranks first in the retention index, but Facebook ranks in the forefront of multiple sub-lists of in-app purchases, remarketing, and retention index due to its high quality, and is also higher than Google in the in-app advertising list, and its overall strength.
Game advertising platforms have their own advantages, providing space for refined operations
1. The two giants occupy the top spot in different game categories, and Google is more cost-effective
In terms of game user retention performance, Google is far ahead in the strength list of action, adventure, board, and card games, while Facebook has the upper hand in puzzle, simulation, gambling, sports, strategy and word game applications. From the perspective of purchase cost, AppsFlyer’s analysis of channel cost shows that Facebook has the highest cost in putting game ads, especially in North America, Latin America and Europe. In comparison, Google is only higher than Facebook in the Asia-Pacific region.
We have seen in the tenth edition of the report that the three game giants ironSource, AppLovin, and Unity Ads break the dual monopoly of Facebook and Google. In this edition, Unity Ads has achieved a substantial increase in the retention index list and closely followed closely behind Google and Facebook.
2. Facebook users have the best in-app purchase strength, and the potential of ASA remains to be developed
From the game in-app purchase index list, Facebook won the No.1 on the IAP game application cross-platform list.
Focusing on sub-categories, Google ranked first in the action game list; Snap ranked first in heavy games and second in simulation games; Apple Search Ads ranked first and third on the simulation game list, and Unity Ads in action , Arcade and strategy games are ranked third.
However, because Apple Search Ads pays more attention to optimizing advertising for paying users, and the game advertising platform pays more attention to optimizing monetization advertising, the current game industry’s general adoption rate of ASA is low.
Nevertheless, the potential of ASA for paying users is still worthy of attention by game advertisers. ASA performs particularly well in heavy games. ASA ranks second in the global iOS strength list in this category, and has a very strong performance in Japan, South Korea, Southeast Asia, North America, and Western Europe.
3. Unity Ads and ironSource are eye-catching in in-app advertising
In terms of the performance of the in-app advertising index, Facebook ranks first in the IAA’s global cross-system strength list, and is also firmly in the top row in North America, Latin America, Western Europe, Australia and New Zealand, and Southeast Asia.
Unity Ads is the number one winner in China, India, Japan, South Korea and Eastern Europe, followed by ironSrouce, leading the ranking in the Middle East. Unity Ads is significantly higher in magnitude than ironSource, and the two are tied in terms of quality.
Unity Ads is the main platform for game developers to build mobile games. Therefore, there are a large number of independent long-tail game applications based on in-app advertising. They still cooperate with Unity Ads after the game is released. The hyper-casual game application paid great attention to Unity Ads, which made it rank second in the IAA index.
Similarly, most of ironSource’s advertising inventory is casual and hyper-casual games, which are mainly optimized for scale revenue and firmly occupy the third place on the list.
Non-gaming platforms gather together, ASA achieves strong performance in non-gaming applications
1. Google tops the list of retention index, ASA brings high retention to non-gaming applications
Retention is the core KPI of marketing activities. Google still ranks first in the retention index and wins with a slight advantage in the global strength list. This is due to its strong scale on a global scale, especially in the Asia-Pacific region.
And Facebook has a relatively higher magnitude in North America.
Apple Search Ads (ASA) brings good gains to non-gaming applications. It ranks second in the global iOS non-game strength list on the retention index and third in the scale list. ASA ranks first in entertainment applications in North America, Western Europe and the Middle East, first in North American social applications, second in health, fitness and shopping applications in North America and Western Europe, and second in tool applications in North America, Europe, Southeast Asia, Japan and Korea . These types of applications are particularly suitable for ASA, which can target advertisements to high-intention users.
Snap brings high retention performance to non-gaming applications, which makes it ranked fourth on the Android end of the global retention index strength list and fifth on the iOS end.
Snap is the third-ranked media channel for global health and fitness applications, and the fourth-ranked media channel for entertainment, photography, e-commerce and social applications.
2. Facebook ranks in the forefront of the IAP index, Snap stands out
With the development of the mobile economy today, the measurement of IAP has become more and more important, and it is even more important for performance mobile marketing than retention. If you look at the IAP index list based on the proportion of paying users, Facebook’s score in the strength list under this index far exceeds that of Google (iOS & Android), ranking first in the global strength list.
Breaking down the IAP index by operating system, you can see that Google leads the Android power list, and it performs particularly well in non-gaming applications.
Among non-gaming applications, Twitter has successfully ranked fifth and sixth on the Android and iOS sides.
TikTok For Business has achieved fruitful results on the IAP index list: the global Android non-gaming list ranks fourth, and the North American region’s action, arcade, lifestyle, photography, tools and entertainment applications are all ranked in the top four.
Snap’s performance on the IAP index list is also very impressive. Among non-gaming applications, Snap ranked third in both the e-commerce app Android and iOS lists. Snap ranked among the top five in six non-gaming applications in North America and Western Europe, and is also the top five channel in the Middle East. In addition, Snap ranked first in the North American social application IAP index strength list.
3. With Dynamic Ads and targeted customerizition, Facebook has become a winning winner in remarketing
App remarketing has obvious effects on increasing user payment, and it has become an essential part of core marketing work. Facebook sits on dynamic ads (Dynamic Ads) and unmatched targeted customerizition, becoming a constant winner in the field of remarketing.
Facebook is unmatched in terms of magnitude, second only to Adikteev in quality. Google is the second place that cannot be underestimated, but it is still slightly inferior to Facebook in quantity and quality. Adikteev’s advertising has brought high-quality users to North American and European game apps, jumping from sixth to third.
Among the fastest growing advertising platforms in the world, Chinese advertising platforms dominate
The “Eleventh Edition Report”‘s global growth list only focuses on platforms outside the top ten in each region, so we have seen many new names.
In the global growth list, five of the top seven are from China.
Chinese companies are focusing on overseas growth opportunities, and their presence around the world is increasing. For example, SHAREit, the top of the growth list, is growing rapidly in Southeast Asia, India, and the Middle East, while Transsion relies on hardware advantages to rank No.1.
Other fast-moving players include Chengdu Invincible Warriors Technology, which has entered the North American list, and the Kuaishou advertisement of the Greater China list.
TikTok For Business continues to grow rapidly and successfully ranks among the world’s top ten advertising platforms. Not only does it rank third among non-gaming apps on Android, it also ranks in the top ten on both Android and iOS strength lists.
At the same time, TikTok For Business has entered the top five in the global lifestyle, photography, social and entertainment application lists, and ranked fourth in the global Android non-gaming list, with action, arcade, lifestyle, photography, tools and tools in North America.
Entertainment applications are ranked in the TOP4. In Japan and South Korea, strategy, role-playing, and puzzle games are ranked fourth.
The fast-growing new platform has the characteristics of low cost and high profit, which provides more possibilities for mobile marketers to promote overseas, especially for start-up mobile application companies.