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Largest Study Of Mobile Ad Networks Ranks Facebook, Google, Snap, Twitter, Unity … And New Players

George Miller

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Largest Study Of Mobile Ad Networks Ranks Facebook, Google, Snap, Twitter, Unity … And New Players
Reading Time: 2 minutes

 

Singular ROI Index analyzes $1.5B in ad spend and $2.7B in revenue to reveal which mobile ad networks are most effective by platform, region, and vertical.

 

Facebook and Google are still top dogs in returning value for advertisers. But other ad networks are challenging for the lead in a unique index based on advertiser ROI from Singular, the leader in marketing intelligence that optimizes over $10B in annual ad spend.

By deeply combining  marketing campaign data with attribution results, Singular is able to identify the most granular ROI insights, leading to the most accurate rankings possible.

While Facebook won the global rankings, Google took top billing in all three key regional rankings: EMEA, APAC, and Americas.

REPORT HIGHLIGHTS

Big new player

Brands love Snapchat. Snap hit #3 for non-gaming categories in both iOS and Android after not making the list at all last year on Android.

LINE hits the index: 3X

Japan-based mobile messaging service LINE ranked on just one index last year for the LINE Ads Platform, which is how advertisers can target its 700M users. This year, it ranked no fewer than three times, plus two honorable mentions.

Twitter resurgent

Twitter won no fewer than 11 rankings on various global, regional, and platform-specific charts, including second on iOS for retention: providing users/customers who stay engaged.

New models, new networks

We’ve seen huge innovation over the last year in mobile. Fortnite publisher EPIC has started to monetize game players directly, for example. Another innovator, BlueStacks, provides an emulator for playing mobile games on desktop, and its on-platform ad network is yielding significant ROI.

Android vs iOS: ad network volatility

A full third of the global Android index is brand-new, while only two new networks joined the corresponding iOS index. 60% of the multi-year winners on Android moved down, so new contenders are performing well.

Unity is hard to beat

Unity powers half the games on the planet, and its ad network is also dominant, ranking third on Android and fourth on iOS globally … an impressive achievement.

“At Singular, our goal is to help marketers win,” says Singular CEO Gadi Eliashiv. “Helping them reliably find the highest return on investment is a critical part of the marketing intelligence we provide.”

The full Singular ROI Report is available here:

https://go.singular.net/roi-index-2018-top-mobile-media-sources-press 

 

About Singular:

Singular is a marketing intelligence platform that transforms marketing data into accurate, granular and actionable insights to drive growth. By unifying marketing campaign data with attribution data, marketers can measure ROI from every touchpoint across multiple channels for a single source of truth. Singular currently tracks over $10 billion in digital marketing spend to revenue and lifetime value across industries including commerce, travel, gaming, entertainment, media, and on-demand services. Singular customers include companies like Lyft, Yelp, Airbnb, LinkedIn, Symantec, Zynga, Match, and Twitter. Singular is backed by Norwest Venture Partners, General Catalyst, Thomvest Ventures, Method Capital, Translink Capital, DCM and Telstra Ventures.

Source: Singular

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CT Gaming Interactive Partners with Meridianbet

Niji Narayan

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CT Gaming Interactive Partners with Meridianbet
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Online gaming content and solutions provider CT Gaming Interactive has entered into a deal for launching games with Meridianbet. The deal will see the online casinos under the brand host the CT Gaming Interactive’s games, which include special jackpots.

“I am very pleased and proud that Meridian has selected us as its partner. We are confident that our market-leading portfolio of games will support its strategy to deliver the ultimate player experience to its customers,” Lachezar Petrov, general manager at CT Gaming Interactive, said.

“We continue to expand our customer base and the games launches with Meridian’s well-known sites enable distribution to a new group of players,” Petrov added.

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European Gaming News

Major European Gambling Brands Cut Advertising on IPR-infringing Sites

Niji Narayan

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Major European Gambling Brands Cut Advertising on IPR-infringing Sites
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A new report by the European Commission has found that an industry-led memorandum of understanding (MoU) on online advertising and intellectual property rights has led to a significant reduction in the unintentional placement of advertising from Europe’s major gambling brands on websites which infringe upon intellectual property rights.

The MoU, published in 2018, was established to limit advertising on websites, such as illegal sports streaming sites, and mobile applications that infringe copyright or disseminate counterfeit goods.

As part of its review of the effectiveness of the MoU, the Commission has presented a new report today which found that the MoU has created more awareness among brands that their advertising may end up on IPR-infringing websites. According to the report, the share of total advertising for European businesses on IPR-infringing websites was reduced by 12% since the introduction of the MoU, while gambling advertising from Europe’s major brands (including all EGBA members) decreased by 20%, from 62% to 50% during the reporting period.

The European Gaming and Betting Association (EGBA) welcomes the report’s conclusions and is pleased with the significant progress made by EGBA members and other major brands in reducing the unintentional placement of their advertising on IPR-infringing advertising channels.

“EGBA welcomes the progress made by EGBA members and other major gambling brands in significantly reducing the unintentional placement of their advertising on IPR-infringing websites and is pleased that major online gambling companies are playing a central role in EU efforts to crack down on IPR infringement. Most reputable companies do not intend to advertise on IPR-infringing websites, but it happens and is difficult to control, and EGBA acknowledges that remedial action is needed to prevent it. That is why we have been actively engaging with the European Commission and other stakeholders to take action and are pleased those efforts are beginning to bear fruit,” Maarten Haijer, Secretary-General of EGBA, said.

“EGBA is committed to promoting responsibility and driving standards in Europe’s online gambling sector and we encourage other companies to join us – and be part of the solution, not the problem – by adhering to responsibility initiatives such as the MoU. This initiative proves that greater cooperation at EU-level can benefit the sector and how it is able to respond to the challenges it faces, including on advertising,” Maarten Haijer added.

 

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Industry News

Applicants for Dutch Online Gambling License Required to Show Nearly 3 Years of Good Behaviour

Niji Narayan

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Applicants for Dutch Online Gambling License Required to Show Nearly 3 Years of Good Behaviour
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Any online gambling operator applying for a license in the Netherlands must show almost three years’ worth of good behaviour before their applications will be considered by the local regulators.

Rene Jansen, the chairperson of the Kansspelautoriteit, made this known during a keynote address at a conference in Amsterdam.

Rene Jansen said that the country’s count down to the Remote Gambling Act has begun, and it is expected to take effect on March 1, next year. After this date, all licensees will, in every likelihood, start submitting applications. The regulated market will be rolled out almost six months after that.

Jansen noted that the regulator had transferred operational control of the Central Exclusion Register to the Netcompany, its managing partner. The country’s associated Data Safe, the one that each operator must connect to so that the regulator can also check their vigilance on customer activity, will notify the EC.

This coming October, the regulator will also bring in new responsible gambling measures. In November, it will issue concrete details regarding the license application process.

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