At TUNE, we’ve found that marketers who drive the most conversions work with an average of 13 to 16 advertising partners per campaign. It’s not enough to work with just a few large advertising partners to reach your marketing goals. Instead, you’ve need to diversify your media mix to expand your reach and improve your ROI.
That’s why we created the Mobile Advertising Index. It allows marketers to search for advertising partners based on their performance on various criteria, like type of partner (ad network, DSP, incentivized, etc.), pricing model (CPM, CPC, CPI, etc.), and so on. The Mobile Advertising Index allows you to find the partners that other top-performing TUNE customers trust and use most often when researching new partners to help them drive specific business goals.
In this series, we’re revealing the Top 10 advertising partners for various selection criteria, so can make smarter decision on which partners are showing performance for the metrics you care about in your campaign.
The best ad networks and publishers for reaching Android users
In this blog post, we’re taking a closer look at the top advertising partners for advertising on Android. If you want to reach audience that is on Android, this is the list for you. The Mobile Advertising Index filters more than 1,000 advertising networks and publishers, so you know you’re truly getting an accurate picture of the top performers that are driving results for specific criteria. Here are the top 10 advertising partners TUNE marketers use most when targeting an Android audience:
Google AdWords is Google’s online advertising service, where advertisers pay to display brief advertising copy, products, and video to web users. Google AdWords serves advertising copy to users based partly on cookies and partly on keywords determined by advertisers. The bulk of Google’s $90 billion revenue comes from Google AdWords. Sales and support for Google’s AdWords division in the United States is based in Mountain View, CA, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor, and New York City.
Twitter allows marketers to reach the right audience by targeting based on interests, geography, gender, device, or users similar to their targeted Twitter followers. Marketers can also maximize the relevancy of their messages by targeting keywords in people’s tweets. Marketers only pay when new users follow their account or retweet, like, reply, or click on a promoted tweet. Twitter is headquartered in San Francisco with 35 offices around the world.
AppLovin is an ROI-based mobile marketing automation platform that delivers relevant content to more than 1 billion users per month. Based in Palo Alto, CA, AppLovin has six offices and 90 employees worldwide. According to AppLovin’s data, consumers are three times more likely to install an app if they see an AppLovin message.
InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide.
Fyber is a mobile advertising technology company that helps app developers, publishers, and advertisers execute smart ad monetization strategies across connected devices through a worldwide supply-side platform (SSP). They serve approximately 150 million unique users per month, offering mediation, exchange, user acquisition, analytics, and ad format solutions. Fyber was founded in 2009 and is headquartered in Berlin, Germany, with an additional office in San Francisco, CA.
Taptica is a mobile advertising technology company that provides a mobile demand-side platform (DSP) and data management platform (DMP) for advertising agencies and brands. Taptica works with 50,000 supply and publishing partners worldwide, and 600+ brands and app customers. Founded in 2012, Taptica is based in San Francisco, CA, with six other offices worldwide.
ironSource builds discovery, engagement, monetization and analytics tools for app developers, device manufacturers, mobile carriers, and advertisers. They allow content creators across platforms to turn their digital content into viable businesses without having to charge for them. Founded in 2011 in Tel Aviv, ironSource has eight global offices.
Known for its proprietary Instant-Play™HD mobile video technology, AdColony is a leading mobile marketing platform offering growth, engagement, and monetization solutions for an extensive network of the world’s top apps. As a trusted mobile partner, AdColony works with Fortune 500 brands and over 85% of the world’s top grossing publishers. As of 2014, AdColony operates as a subsidiary of Opera Software ASA.
TapJoy provides a diverse suite of rewarded video and rich media ads so developers and brands leverage can acquire high-value users and generate more revenue. Their SDK is embedded in more than 15,000 mobile apps and reaches more than 520 million active users per month. Headquartered in San Francisco, TapJoy has six additional offices worldwide.
Unity’s premier mobile game ad network, Unity Ads, is trusted by top brands like Sega, Supercell, and King — both for monetizing their user base and acquiring highly-valued users. Users opt-in to watch video ads and earn virtual item rewards.Unity Ads is part of Unity Technologies, which has 24 offices worldwide.
How the methodology works
You’ll notice three columns in the Top-10 graphic:
- Adoption: The number of TUNE customers currently working with the partner
- Install Volume: The total number of installs driven by the partner
- Conversion Rate: The rate of clicks that converted into actual app installs
The Mobile Advertising Index provides an absolute rank number for each partner, so the partner that clients use the most for Android is ranked first (in this case, Google AdWords) and then all other partners fall in line below. The Mobile Advertising Index shows a rolling 30 day view of data so you can check back frequently to see the more up to date rankings.
Try it for yourself
The Mobile Advertising Index is just one of the ways we’re trying to make mobile marketing better for everyone, and helping marketers and advertisers work more seamlessly together. Because of that, it’s completely free to use. To increase your conversions through new partners, go to the Mobile Advertising Index, pick your filters, and find which new partnerships await.
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Jennifer is the VP of Marketing at TUNE. Weekdays, she's all about helping marketers better measure their mobile campaigns. Weekends include brunch and blogging. Find all her thoughts on marketing here.