PART 1 / TOP GAMING MEDIA SOURCES
PART 2 / TOP NON-GAMING MEDIA SOURCES
1. Facebook is the undisputed leader in mobile advertising. A consistent placing in the global top 5 media sources for retention, coupled with its unrivaled scale, place the social giant #1 in the power rankings for every category and region among platforms included in the study.
2. Among ad formats for app installs, video advertising is dominant in retention across the board, as video ad networks had a roughly 30-90% higher retention rate than other networks in the index. This is especially true for iOS, which commands the high end of this range. With video ads for app installs, users are exposed to more of the gameplay / app experience and have better knowledge of what they are getting into as compared to non-video formats.
3. Among advertising sources, social networks deliver quality users, especially on Android where they are in the top 3 in both gaming and non-gaming (travel, ecommerce, utilities, lifestyle, content, transportation, etc.) categories.
4. Google has demonstrated that the power of intent delivers quality users at scale across the board.
5. Twitter is one of the best sources of retention in Android, coming in #1 and #2 in gaming and non-gaming, respectively. However, when it comes to scale, Twitter does not perform as well, leading to a #18 and #10 ranking in gaming and non-gaming, respectively. This is likely to change once the integration with MoPub is complete and running smoothly, which will effectively extend the social networks reach well beyond Twitter properties.
6. The differences in retention across the top 30 media sources in iOS is much higher than the differences in Android, where the playing field is more even. However, when looking at the top 10, the gaps were smaller in both platforms, ranging between 4-10% (based on standard deviation calculation).
7. Running on a diverse range of phones, including many on the lower cost spectrum, Android dominates the Asian market. This explains why Asian networks make up about a third of all networks in the power rankings in both gaming and non-gaming categories.