Video Advertisers Score Big in Mobile App Power Rankings

Mobile marketers are turning to video ads, especially when promoting a gaming app. The latest Performance Index is out from mobile app measurement company AppsFlyer, and it examines data from 6 billion app installs in the first half of 2017. One of its key findings is that video ads are delivering powerful results in gaming. In the report’s power ranking of game marketing, three video networks placed in the top ten: Unity Ads (3), Vungle (7), and AdColony (8).

Video ads work for game mobile app marketing because they show consumers exactly what they’ll get and leave no room for surprises. Marketers like that these ads filter out low-quality users, so they’re investing in the category.

“Over the last two years—and five indexes we’ve released—we’ve seen video ad networks perform strongly for mobile marketers on both Android and iOS. This is true especially for gaming, and we expect this form of app install advertising to continue its rise as a highly-effective medium for attracting app users and driving engagement,” says Shani Rosenfelder, head of mobile insights for AppsFlyer. “Growth in video advertising will be particularly pronounced in developing countries as the cost of data gets cheaper, 3G and 4G access increases, and smartphones themselves become the norm across the globe.”

Throughout the AppsFlyer report, two giants—Facebook and Google—dominated even more than they had in past reports.

“Facebook remains the #1 media source for app marketers worldwide, leading the universal power rankings in both the gaming and non-gaming categories,” the report says.” Google continues to deliver massive scale and great quality, holding its #2 spot in the universal power ranking in both categories as well.”

The AppsFlyer rankings look at a few key areas. The performance index counts the number of clean (fraud-free) installs each company generated. A new ROI index ranks fraud-free revenue on each of the two major mobile platforms. Download a copy of the 70-page report for free (registration required).


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