Among mobile ad networks, Facebook and Google remain the best bet for advertisers, according to the latest ROI Index from marketing startup Singular.
To pull this year’s index together, Singular says it sampled $1.5 billion in ad spending (from the $10 billion in spending that the company optimizes annually) and measured which networks are delivering the best return on investment. It also kept an eye out for ad fraud, apparently deleting a record 15 companies from the rankings because of “excessive” fraud.
So yes, Facebook followed by Google topped the list. As the report puts it, “Savvy marketers know they need more than just two media partners, but Google and Facebook are in virtually every mobile marketer’s game plan for good reason: they deliver.”
At the same time, Singular noted that Snap improved its rankings on virtually all the lists, and is now the number three network for non-gaming ads on both iOS and Android. And Twitter did respectably as well, ranking second on iOS for retention.
Comparing the two big mobile platforms, it seems that Android is more volatile — one-third of the networks on the Android ROI list are appearing for the first time, and 80 percent of the remaining 10 networks changed position on the list. On iOS, on the other hand, 73 percent of the networks changed positions, but there were only two new ones on the list.
You can download the full index here.