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.