Application Promo, Part 2: A study of mobile ad networks in the tops of Google Play
Not so long ago, HackApp released an application security study , built on the analysis of application distributions. Having cooperated, we decided to apply the same methodology for “peaceful” purposes: to analyze the popularity of advertising networks in the Russian segment of Google Play.
Who might be interested? First of all, developers - below you will see which networks are the most popular and probably profitable. Or imagine that you need to reach the largest number of users with your advertisement - which network to choose?
')
Not without interest it will be the owners of advertising networks, which recently began to multiply like mushrooms after rain.
Finally, we will highlight the ten most popular applications for each advertising network.
For the study were downloaded, decompiled and indexed applications from the tops of all categories of Google Play. According to the obtained indexes, we walked with signatures, in this case, specific to the advertising networks under study. This approach allows you to quickly get an exhaustive and flexible analytics about fashion trends in current applications, ranging from the statistics of the libraries used, the degree of plagiarism to the tracking of changes in functionality between versions of a particular application.
We researched the 7 largest advertising platforms:
Why exactly 7? Favorite number, moreover, we relied on the hypothesis that outside of these 7 very few people use the rest, most likely top applications with them will be isolated and will affect the overall picture.
In the first place, as we expected, is Google's AdMob - the leading mobile ad network. She "owns" more than half of all applications! In some categories, its presence is most noticeable - for example, in Productivity it is 75% of applications.
On the other hand, the dominance of AdMob in games is not so noticeable, but still the network always comes first. This can be explained by the presence of specialized gaming advertising networks aimed at monetization.
InMobi network is in the second place by the number of placements. InMobi was established in the Asia-Pacific region in 2007, and since then has developed into the largest independent mobile advertising network and has become an international leader in mobile technology. InMobi offers several interesting formats and is actively developing, in some categories it is present in a third of applications - for example, shopping, gaming casinos or travel.
Millennial Media and ChartBoost share the third place with almost equal results. The first is a premium advertising exchange with many interesting formats, the second is the world's largest gaming and cross-promo advertising network. Already from this, their distinction becomes obvious - ChartBoost is most present in gaming categories, and Millennial Media, on the contrary, in non-player ones, for example, in 15% of Social applications, advertising shows MM.
Network rating by number of applications:
Let's look at the audience that different networks have. We counted the number of application installations for each of them.
Please note that this is the total number of installations, not the number of unique users. Approximately the number of users can be calculated by dividing the amount of installations by the average number of applications for a person (30), but such a calculation will, of course, be very approximate, especially in the case of AdMob and Google, which have applications in almost every Android. Yes, and applications can use several networks at once, so this is a fairly relative indicator for assessing popularity.
Since GooglePlay does not provide accurate information on installations, we took the number of installations from Google Play along the lower boundary, that is, if the application has 1 billion - 5 billion (as is the case with YouTube), we took 1 billion.
So, AdMob is again among the leaders - with him, hold on tight, 13 billion application installations! InMobi is expected to be in second place - about 7.3 billion. Millennial Media was confidently in third place with 3.8 billion installations.
Well, quite simply - we took (again, at the lower boundary) top applications for each advertising grid.
Admob
1. com.google.android.youtube
2. com.google.android.apps.maps
3. me.pou.app
4. flipboard.app
5. com.twitter.android
6. com.surpax.ledflashlight.panel
7. com.shazam.android
8. com.rovio.angrybirdsseasons
9. com.rovio.angrybirdsrio
10. com.rovio.angrybirds
Inmobi
1 com.facebook.katana
2 flipboard.app
3 com.surpax.ledflashlight.panel
4 com.shazam.android
5 com.sgiggle.production
6 com.sec.chaton
7 com.rovio.angrybirdsseasons
8 com.rovio.angrybirdsrio
9 com.picsart.studio
10 com.outfit7.talkingtom2free
Chartboost
1 com.outfit7.talkingtom2free
2 com.kiloo.subwaysurf
3 com.zeptolab.ctr.ads
4 com.outfit7.talkingben
5 com.mobilityware.solitaire
6 quess.song.music.pop.quiz
7 powercam.activity
8 net.mobilecraft.realbasketball
9 net.mobilecraft.football
10 net.mobigame.zombietsunami
Mmedia
1 com.surpax.ledflashlight.panel
2 com.rovio.angrybirdsseasons
3 com.rovio.angrybirdsrio
4 com.rovio.angrybirds
5 com.outfit7.talkingtom2free
6 com.outfit7.talkingtom
7 com.mxtech.videoplayer.ad
8 com.kiloo.subwaysurf
9 com.halfbrick.fruitninjafree
10 com.fingersoft.hillclimb
Flurry
1 com.shootbubble.bubbledexlue
2 com.shazam.android
3 com.outfit7.talkingtom2free
4 com.outfit7.talkingtom
5 com.imangi.templerun
6 com.forthblue.pool
7 com.zeptolab.ctr.ads
8 com.outfit7.talkingnewsfree
9 com.outfit7.talkinggingerfree
10 com.outfit7.talkingben
Appbrain
1 sp.app.bubblepop
2 hu.tonuzaba.android
3 com.xllusion.livewallpaper.bubble
4 com.tndev.collageart
5 com.sportstracklive.stopwatch
6 com.seventeenbullets.android.island
7 com.scoompa.voicechanger
8 com.scoompa.facechanger
9 com.quelaba.sopaletras
10 com.kiwilwp.livewallpaper.galaxys4
Adcolony
1 me.pou.app
2 com.rovio.angrybirdsseasons
3 com.rovio.angrybirdsrio
4 com.kiloo.subwaysurf
5 com.halfbrick.fruitninjafree
6 com.gameloft.android.anmp.gloftdmhm
7 com.venticake.retrica
8 com.supercell.clashofclans
9 com.rovio.angrybirdsspace.ads
10 com.halfbrick.jetpackjoyride
As you can see, many applications, especially games, use several ad networks.
If you are an advertiser, then you definitely need AdMob - it has the most popular applications and the most coverage. On the other hand, if you want to enter game categories, then it is worth considering specialized networks, such as, for example, ChartBoost. They specialize in games and their presence in the game category is comparable to AdMob. That is, in different categories, the popularity of different advertising networks is different, and therefore it makes sense to use those that are popular in yours. Interestingly, the picture of the use of advertising networks differs from category to category and it makes sense to think about which one suits you best.
If you are working on your platform, then it makes sense to look in the direction of categories where the AdMob leadership is not so radical, and where you can play with yours - if you offer, of course, something to the developers that will interest them. Plus it is worth looking into the top most popular applications, why advertise in hundreds of small applications, if you can reach the same or even a large audience with one popular one?
The study was conducted jointly by HackApp and AppTractor .
Who might be interested? First of all, developers - below you will see which networks are the most popular and probably profitable. Or imagine that you need to reach the largest number of users with your advertisement - which network to choose?
')
Not without interest it will be the owners of advertising networks, which recently began to multiply like mushrooms after rain.
Finally, we will highlight the ten most popular applications for each advertising network.
Research methodology
For the study were downloaded, decompiled and indexed applications from the tops of all categories of Google Play. According to the obtained indexes, we walked with signatures, in this case, specific to the advertising networks under study. This approach allows you to quickly get an exhaustive and flexible analytics about fashion trends in current applications, ranging from the statistics of the libraries used, the degree of plagiarism to the tracking of changes in functionality between versions of a particular application.
We researched the 7 largest advertising platforms:
- Appbrain
- Millennial media
- Admob
- Flurry
- Inmobi
- Chartboost
- Adcolony
Why exactly 7? Favorite number, moreover, we relied on the hypothesis that outside of these 7 very few people use the rest, most likely top applications with them will be isolated and will affect the overall picture.
Network popularity
In the first place, as we expected, is Google's AdMob - the leading mobile ad network. She "owns" more than half of all applications! In some categories, its presence is most noticeable - for example, in Productivity it is 75% of applications.
On the other hand, the dominance of AdMob in games is not so noticeable, but still the network always comes first. This can be explained by the presence of specialized gaming advertising networks aimed at monetization.
InMobi network is in the second place by the number of placements. InMobi was established in the Asia-Pacific region in 2007, and since then has developed into the largest independent mobile advertising network and has become an international leader in mobile technology. InMobi offers several interesting formats and is actively developing, in some categories it is present in a third of applications - for example, shopping, gaming casinos or travel.
Millennial Media and ChartBoost share the third place with almost equal results. The first is a premium advertising exchange with many interesting formats, the second is the world's largest gaming and cross-promo advertising network. Already from this, their distinction becomes obvious - ChartBoost is most present in gaming categories, and Millennial Media, on the contrary, in non-player ones, for example, in 15% of Social applications, advertising shows MM.
Number of applications
Network rating by number of applications:
- Admob 9237
- InMobi 3218
- ChartBoost 1200
- Mmedia 1178
- Flurry 657
- AppBrain 499
- AdColony 446
Advertising network audience
Let's look at the audience that different networks have. We counted the number of application installations for each of them.
Please note that this is the total number of installations, not the number of unique users. Approximately the number of users can be calculated by dividing the amount of installations by the average number of applications for a person (30), but such a calculation will, of course, be very approximate, especially in the case of AdMob and Google, which have applications in almost every Android. Yes, and applications can use several networks at once, so this is a fairly relative indicator for assessing popularity.
Since GooglePlay does not provide accurate information on installations, we took the number of installations from Google Play along the lower boundary, that is, if the application has 1 billion - 5 billion (as is the case with YouTube), we took 1 billion.
So, AdMob is again among the leaders - with him, hold on tight, 13 billion application installations! InMobi is expected to be in second place - about 7.3 billion. Millennial Media was confidently in third place with 3.8 billion installations.
- admob 13 631 248 220
- inmobi 7 383 394 950
- mmedia 3 871 352 550
- flurry 2 005 373 500
- chartboost 1 379 054 210
- adcolony 1,333,924,500
- appbrain 530 345 000
Top Web Applications
Well, quite simply - we took (again, at the lower boundary) top applications for each advertising grid.
Admob
1. com.google.android.youtube
2. com.google.android.apps.maps
3. me.pou.app
4. flipboard.app
5. com.twitter.android
6. com.surpax.ledflashlight.panel
7. com.shazam.android
8. com.rovio.angrybirdsseasons
9. com.rovio.angrybirdsrio
10. com.rovio.angrybirds
Inmobi
1 com.facebook.katana
2 flipboard.app
3 com.surpax.ledflashlight.panel
4 com.shazam.android
5 com.sgiggle.production
6 com.sec.chaton
7 com.rovio.angrybirdsseasons
8 com.rovio.angrybirdsrio
9 com.picsart.studio
10 com.outfit7.talkingtom2free
Chartboost
1 com.outfit7.talkingtom2free
2 com.kiloo.subwaysurf
3 com.zeptolab.ctr.ads
4 com.outfit7.talkingben
5 com.mobilityware.solitaire
6 quess.song.music.pop.quiz
7 powercam.activity
8 net.mobilecraft.realbasketball
9 net.mobilecraft.football
10 net.mobigame.zombietsunami
Mmedia
1 com.surpax.ledflashlight.panel
2 com.rovio.angrybirdsseasons
3 com.rovio.angrybirdsrio
4 com.rovio.angrybirds
5 com.outfit7.talkingtom2free
6 com.outfit7.talkingtom
7 com.mxtech.videoplayer.ad
8 com.kiloo.subwaysurf
9 com.halfbrick.fruitninjafree
10 com.fingersoft.hillclimb
Flurry
1 com.shootbubble.bubbledexlue
2 com.shazam.android
3 com.outfit7.talkingtom2free
4 com.outfit7.talkingtom
5 com.imangi.templerun
6 com.forthblue.pool
7 com.zeptolab.ctr.ads
8 com.outfit7.talkingnewsfree
9 com.outfit7.talkinggingerfree
10 com.outfit7.talkingben
Appbrain
1 sp.app.bubblepop
2 hu.tonuzaba.android
3 com.xllusion.livewallpaper.bubble
4 com.tndev.collageart
5 com.sportstracklive.stopwatch
6 com.seventeenbullets.android.island
7 com.scoompa.voicechanger
8 com.scoompa.facechanger
9 com.quelaba.sopaletras
10 com.kiwilwp.livewallpaper.galaxys4
Adcolony
1 me.pou.app
2 com.rovio.angrybirdsseasons
3 com.rovio.angrybirdsrio
4 com.kiloo.subwaysurf
5 com.halfbrick.fruitninjafree
6 com.gameloft.android.anmp.gloftdmhm
7 com.venticake.retrica
8 com.supercell.clashofclans
9 com.rovio.angrybirdsspace.ads
10 com.halfbrick.jetpackjoyride
As you can see, many applications, especially games, use several ad networks.
findings
If you are an advertiser, then you definitely need AdMob - it has the most popular applications and the most coverage. On the other hand, if you want to enter game categories, then it is worth considering specialized networks, such as, for example, ChartBoost. They specialize in games and their presence in the game category is comparable to AdMob. That is, in different categories, the popularity of different advertising networks is different, and therefore it makes sense to use those that are popular in yours. Interestingly, the picture of the use of advertising networks differs from category to category and it makes sense to think about which one suits you best.
If you are working on your platform, then it makes sense to look in the direction of categories where the AdMob leadership is not so radical, and where you can play with yours - if you offer, of course, something to the developers that will interest them. Plus it is worth looking into the top most popular applications, why advertise in hundreds of small applications, if you can reach the same or even a large audience with one popular one?
The study was conducted jointly by HackApp and AppTractor .
Source: https://habr.com/ru/post/233667/
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