According to the findings of the 13th edition of the AppsFlyer Performance Index, Google ads has emerged as the most preferred medium by app marketers in the Indian subcontinent for gaming as well as non-gaming categories. In the gaming category, the platforms that followed Google ads were Unity Apps, ironSource, and Facebook. In the non-gaming category, Google ads were followed by Facebook, Appnext, and Oppo.
They studied 33 billion app installs, 55 billion apps opens, 623 media sources (min. 50,000 attributed installs per source), and 17K apps (min. 3,000 attributed installs per app) to put together the findings.
The report also states that TikTok for business tops their growth index in the Indian subcontinent amongst the Android user-base. Adjoe remained the fastest-growing media source in mobile advertising in South East Asia and the Middle East and Africa.
Google is dominating Android UA and it has closed the remarketing gap in India. In the gaming category, the Indian subcontinent with Android base, Google Ads ranks at the top, followed by Unity Ads, AppLovin, and Facebook Ads on the AppsFlyer’s Retention Index. While, in the non-gaming category, Google ads are followed by Facebook Ads, Google Marketing Platform, and Shareit.
The report states that on a global level, Google continues to drive the largest number of installs in-app marketing. It is also increasing its lead over Facebook in Android devices.