Earlier today, Singular released its 2016 ROI Index, where AdColony was ranked as a top partner for both iOS and Android. The index examined the performance of over 1,000 advertising partners who collectively drove over 2 billion installs for Singular customers in 2016.
While there the iOS and Android charts differ quite a bit, only two partners were a top-4 choice on both: Facebook and AdColony. For instance, while Google was a top choice on Android, it barely made the cut on iOS.
Rankings in Singular’s ROI index were determined by two factors: quality and scale. In this instance, quality was measured as campaign ROI over 30 days. Campaigns for over 1,500 apps were assessed.
Importance of App Install Quality
While attaining scale is always desired, the dual metrics used to create Singular’s ROI Index is yet another reminder that advertisers are increasingly expecting quality results, a trend that we’ve seen time and time again in our app install marketing surveys. In the words of Vikas Gulati:
“The very definition of performance in user acquisition marketing will change; it’s not just about app installs anymore. App marketers will be moving quickly toward post-install metrics like retention rates, registrations and in-app purchase behavior.”
Indeed, the shift in KPIs has already been felt by app install marketers, and the top advertising platforms have been adjusting their tech accordingly. In the words of Bryan Buskas:
“While the past few years have seen a lot of big steps forward in data optimization and machine-learning, companies are now investing so heavily into data science that we can’t help but see leaps forward for performance advertising and optimization in 2017.”
Join the Conversation
Over what intervals do you typically measure campaign ROI, and what early indicators do you look for in new users? Tweet your thoughts to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.