The company is basing its research on 100B+ clicks; $10B+ spent, and $10B+ installs.
- AppLovin, Google Ads, Meta, Moloco, and TikTok are the best ad channels for iOS by ROI.
- AppLovin, Google Ads, ironSource, Meta, and Mistplay are the best ad channels for Android by ROI.
- Blind Ferret, Meta, Mistplay, Snapchat, and Unity are the best ad channels for Android by Retention.
- Advertisers’ spending on iOS was recovering throughout 2022. In January 2022 Android was responsible for 64% of spending; 36% was on iOS. At the end of 2022, Android share declined to 53%, iOS grew to 47%.
- According to Magna, the mobile ads market growth in 2023 in the US will be 3.7%. It’s lower than in 2022 (+4.5%) and significantly differs from 2021 (+14.9%).
- Search UA share increased from 34% at the beginning of 2022 to 40% by the end of 2022.
