Google ads still reigns supreme in digital advertising-Survey

By Isaac OGANGA

Google Ads dominates this slice with #1 global power and volume rankings in almost every segment, while holding the vast majority of install market share across the globe and extending its share of wallet (percentage of advertisers’ total ad spend).

In fact, its lead has only extended, with a widening gap between its power score vs. Meta’s and the other competitors in this index. The search giant’s retention score also improved, rising 9% compared to Index 16.

Meta ads held its 2nd position in the global power and volume rankings, well ahead of the remaining top 5. The social network also saw a slight increase in its global retention score, driven by gains in India and Eastern Europe. However, its share of wallet declined in this segment.

Xiaomi jumped five spots to #3 in the power ranking, while maintaining its #4 volume ranking. Its success can be attributed to a 22% rise in its retention score, driven by gains in India, Eastern Europe, and North America.

Xiaomi also ranked an impressive #2 and #4 among Life & Culture apps in Western Europe in the power and volume rankings, respectively. Chinese media sources Vivo and Oppo saw their volume drop but thanks to an improved retention score, also moved up in the power rankings to 5th and 6th from 11th and 12th positions.

TikTok For Business gained an impressive five spots in global power ranking to hit 4th, while maintaining its #3 volume ranking from Index 16. This surge can be attributed to an 18% rise in its retention score. The social platform’s share of wallet rose slightly, driven by gains in Europe and North America.

Read the report here: https://index.appsflyer.com/edition-17/?formsent=true