Google and Facebook still dominate the mobile ad network, according to Measure 2021 ROOS index, but Tiktok and Apple are the search advertising stars.
Cingular measures return-on-investment for mobile advertising networks. Cingular’s 2021 ROI index analyzes ad spending of approximately $ 10 billion through 3 billion installs through more than 500 ad networks to uncover the most effective mobile marketing platforms.
Seven new ad networks appeared on the Cingular ROI index for the first time and three entered the global list. In addition, five new forums emerged to challenge traditional leaders, said Singular CEO Gad Eliashiv in a statement.
TikTok went super-fast in 2019 with over 600 million downloads. And TikTok extended its advertising platform mid-year, and are still working on improvements. Elisha said Tiktok should drive more advertisers.
The top five platforms that generate their own advertising supplies (users and traffic) with a lot of feed and demand are Apple Search Ads, BlueStacks, Snap, Twitter, and TikTok.
All told, these platforms occupy 78 out of 322 possible locations on 27 different top lists in the 2021 ROI index.
Google and Facebook are still on every single top list, but Google has slipped in the rankings. This is not necessarily due to performance: it is mostly because the search is going deeper. The short story is that Google is providing less granular visibility in performance.
TikTok goes global
Last year there was a big emerging story among the TikTok advertising networks. For the 2021 ROI index, TikTok is on 3.5 top lists over the previous year and sees strong performance in key regions of North America, Europe, the Middle East, Africa, and the Asia Pacific.
Facebook has always given good mobile advertising. But Snap broke in 2020, with no less than 24 of the 27 possible top lists. And Twitter matched Snap Stride for Stride, also on 24 top lists. And influential marketing company JetFuel made its debut on three different lists, showing that effective marketing is not as opaque as a channel as it once could be.
Pre-installed software and pre-deployed ad networks may not have worked well in the past, but on-device platforms such as Digital Turbine, IronSource Aura, and AppNext have understood this and are performing very well. Digital Turbine and IronSource Aura together make up for the top eight list.
Apple is soon making things difficult with its focus on user privacy on targeted advertising.
Cingular said that the world of mobile advertising depends on so many game and app developers that massive shake-ups are taking place. Google and Facebook are still at the top, but search advertising is getting harder because Google cannot return more data from iOS web traffic. Facebook is working with advertisers (IDFA) and its own identifier for iOS 14 issues.
But other platforms are growing rapidly. Eliashiv said that Apple’s own advertising topped almost every list with the highest return on investment in advertisements for which it is eligible. (Apparently, this does not include the Android top list.)
Bluestacks, a web-based platform for Android mobile app gameplay with over 400 million users, is seeing huge returns for publishers on their user acquisition campaigns. Ticktock is a growth stalwart, of course, but both Snap and Twitter have figured out their advertising capabilities and are at the top for mobile marketers.
Cingular has seen playable advertisements for the game for a long time. But now the company is also witnessing the emergence of a gamified advertising network. For instance, for example, which makes the Cingular ROI index for the first time in 2021, a game discovery platform that is a game, in a sense.
You can earn rewards in the company’s loyalty program by playing games in your personal game library, and parlay those into gift cards for Amazon, Google, and more. The gameplay has already given gamers about $ 12.5 million, and every mission you complete helps gamers get more.
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