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Google Continues to Drive Africa’s Largest Number of Installs in App Marketing – AppsFlyer Report

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AppsFlyer, the marketing measurement and experience platform, has released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising.

smartphone with Google Ads on the screen and display notebook background. Ads is a service of contextual, basically, search advertising from Google. Moscow, Russia – August 25, 2019

Analyzing 623 media sources, 33 billion installs, and over 17,000 apps, the report shows that Google continues to drive the highest number of app installs in Africa.

Each year, app marketers globally consult the AppsFlyer Performance Index on which media sources to partner with to maximise their marketing budgets.

This year’s report also includes insights on the changing mobile media landscape, following the implementation of Apple’s Tracking Transparency (ATT).

Google continues to dominate Android, widening its lead from the rest

Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices.

The search giant ranked first in the Retention Index’s power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games.

In Africa, the only area where Google did not rank top in the Retention Index’s power and volume ranking was in the simulation gaming category where Unity Ads came out top.

Google’s unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Advertising (IAP) Index global power ranking with a score that was only slightly lower than Facebook’s. However, it did claim the first spot in the global power ranking in non-gaming as well as in the Casual gaming group.

The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot among Finance apps, globally.

In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.

Apple Search Ads overtakes Facebook among consented users in iOS

AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index’s global power and volume rankings.

In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.

ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users.

While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA’s volume of users with full data granularity, which is ultimately what marketers seek

“This edition of the Index comes at a fascinating time, as the industry is still in transition following the enforcement of Apple’s ATT in April of this year,” said Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer.

“Across Africa, while the number of users on iOS is rapidly growing, Android’s dominance means the impact of ATT has been less pronounced. App marketers in the region continue to see an increase in installs and having the latest insights and analytics is key to maximising returns on marketing spend.”

“The entire mobile marketing industry worldwide is now starting to see the initial tremors of dynamic shifts, and it is imperative that advertisers make decisions based on data.”

Adjoe is the fastest-growing media source in mobile advertising thanks to success in the Middle East and Africa

The fastest growing media source in Android was Adjoe with a 60% clients growth and a 2.5x leap in the number of attributed non-organic installs. Most of its growth was driven by success in the Middle East & Africa.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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CerAwards 2026: CeraVe & Konga Health Reward Top Creators with Paris Trips and N12M in Prizes

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The intersection of dermatological excellence, technological innovation, and creative storytelling reached a fever pitch on April 23rd as the inaugural Cerawards Africa 2026 took centre stage in Lagos. Orchestrated by CeraVe, the world’s #1 dermatologist-recommended skincare brand, in an exclusive strategic partnership with Konga Health, Nigeria’s leading distributor of premium skincare and beauty products, the event celebrated emerging creators with CeraVe-sponsored trips to Paris, N2 Million and other amazing prizes.

CerAwards 2026: CeraVe & Konga Health Reward Top Creators with Paris Trips and N12M in Prizes

CerAwards 2026

Making its debut on the African continent, CerAwards 2026 chose Nigeria as its first destination, a decision made possible through the direct result of the robust infrastructure and market trust built by Konga Health. This partnership between both brands reflects a shared commitment to driving accessibility, authenticity, and innovation within the beauty industry, while placing Nigerian talent firmly on the global stage.

Hosted by renowned media personality Bisola Aiyeola, the event delivered a seamless blend of entertainment and industry relevance. From the outset, it was clear that CerAwards was not just another awards ceremony, but a platform designed to reshape narratives, connecting skincare, storytelling, and commerce in a uniquely Nigerian way. The gala brought together the beauty industry elites, Nollywood stars, top influencers, and a new generation of digital entrepreneurs, all united by a singular vision of excellence.

Delivering his address at the event, Chairman of Zinox Group, Leo Stan Ekeh, emphasised the strategic importance of innovation and excellence in building sustainable industries.

“What we are witnessing today is the convergence of technology, creativity, and commerce,” he stated. “At Konga, and particularly through Konga Health, we are committed to pursuing excellence in everything we do, ensuring that Nigerians have access to genuine products while also creating platforms that drive economic value. Technology remains the backbone of modern economies, and initiatives like CerAwards demonstrate how it can unlock new opportunities for growth, especially among young creators.”

CerAwards 2026 attracted over 800 entries from content creators across the country, reflecting the depth of talent within Nigeria’s digital and creative economy. Following a rigorous screening process by a distinguished jury comprising Funke Akindele (Nollywood actress, producer and director), Uzor Arukwe (award-winning actor), Anais Routhiau (CeraVe Africa), Ijeoma Balogun (CEO, Redrick PR), Subuola Oyeleye (Founder, Beauty Hut Africa), and Yvonne Enwerem (VP, Konga Health), the top 64 entries were shortlisted.

The competition, which recorded over 65,000 public votes, eventually expanded beyond its initial structure to accommodate 28 finalists, underscoring the exceptional quality of submissions.

Participants competed across six categories: Educational, Original, Viral Video, Cleansing, Body Moisturising, and Let’s Get Creative. The award categories spanned the full spectrum of the CeraVe experience, from educational content to viral creativity.

The awards produced six grand prize winners. Three exceptional creators won the ultimate “CeraTicket,” an all-expenses-paid trip to France to experience the heart of global beauty: Perpetua Ugwuegede (Body Moisturising), Boluwatife Lawal (Educational Content), and Iyanuoluwa Sowemimo (Let’s Get Creative). Three winners received N2 Million worth of premium content creation gear: Beryl Inegbenose (Original Content), Precious Ernest (Cleansing), and Joseph Shaka Momodu (Viral Video). The 1st runners-up were each awarded N1 million, while several other participants walked away with N500,000 in consolation prizes and gifts.

The event also featured special Nollywood Recognition Awards presented to Funke Akindele and Uzor Arukwe for their outstanding contributions to the film industry, further cementing the intersection between beauty, storytelling, and entertainment.

Beyond the awards, CerAwards 2026 represents a broader shift in how beauty brands engage with consumers in Africa. Through its partnership with Konga Health, CeraVe has tapped into a robust commerce and distribution ecosystem that prioritises authenticity, accessibility, and customer trust.

For Konga Health, the success of CerAwards reinforces its position as a trusted gateway for premium beauty brands and a champion of Nigerian creativity. As the platform continues to expand its offerings and partnerships, it remains focused on delivering value that resonates with modern consumers.

Under the leadership of Yvonne Enwerem, VP of Konga Health, the platform has become the exclusive custodian of CeraVe’s brand integrity in the region, ensuring that consumers are protected from counterfeits while enjoying seamless access to world-class dermatological solutions.

Ultimately, CerAwards 2026 has not only celebrated excellence, it has redefined what is possible when global brands and local platforms work together.


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Elon Musk Launches XChat with Video Calling to Take on WhatsApp, Messenger

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Elon Musk’s X (formerly Twitter) has launched a new stand-alone messaging app on iOS devices, called XChat.

Elon Musk Launches XChat with Video Calling to Take on WhatsApp, Messenger

Elon Musk

This app will help users connect their existing X contacts for calling, chatting, and sharing files. This move shows how Musk’s previous idea of creating a single ‘everything app’ seems to shift to a different strategy now.

This newly launched app comes with features such as audio and video calling, text messaging, group chats, and file sharing.

Moreover, it features privacy-focused tools like disappearing messages, the option to delete and edit messages for everyone, and a feature that blocks screenshots.

Looking at these features, the XChat seems to take on WhatsApp and Messenger.

However, the tech firm said that the app has no tracking or ads.

In terms of privacy, X claimed that the instant messaging app is end-to-end encrypted and comes with a PIN.

This app is currently available to iOS users only, and more updates are expected in the near future, as teased by Benji Taylor, the X’s lead designer. The launch of this app reflects a shift in Musk’s strategy about turning X into an ‘everything’ app that will include payments, shopping, messaging, and more combined in one place.

However, the focus of xAI seems to be different now as the company seems to be developing several different apps instead of combining everything into one.

This approach may help X to reach users through their various services rather than a single platform.

While XChat focused on messaging currently, the tech firm is also reportedly testing a separate payments system, which is not available to the public so far.

More features and updates to the instant messaging app are likely to be arriving in the coming months as X continues to grow its ecosystem with more apps.

 

 


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Globacom Unveils Two New TVCs Showcasing the Future of Connectivity

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Technology Company, ​Globacom has unveiled two vibrant television commercials, “Road Trip” and “Department of Imagination,” reinforcing the telecommunications giant’s dedication to providing seamless, reliable connectivity for every lifestyle.

​These engaging campaigns illustrate how Glo remains an essential partner in both our daily routines and our boldest future aspirations.

​​“Road Trip” captures a relatable family adventure filled with laughter and authentic moments. The story follows Toyin Abraham Ajeyemi as she experiences the frustration of poor signal—only to find that switching to Glo transforms the experience instantly. Whether it’s navigation, downloading content, or staying entertained, the difference is clear with Glo, which ensures you stay connected no matter where the road takes you.

Starring alongside Toyin Abraham Ajeyemi, the commercial featured Bolaji Ogunmola and others and their combination brought the best out of the TVC.

​Users can easily access data plans by dialling *312#, ensuring smooth, uninterrupted service on the go.

​Department, on the other hand transports viewers to a futuristic landscape where technology bridges the gap between creativity and reality.

Guided by the renowned Richard Mofe-Damijo (The Professor), the story explores how powerful ideas turn into extraordinary experiences. It showcases a smarter, more dynamic world—from real-time gaming to advanced culinary processes demonstrated by Hilda Baci and creative tech integration by Bamike Adenibuyan (Bam-Bam).

​The unique feature of the story is each scene serving as a testament to how Glo is actively shaping a future where technological possibilities are infinite.

​The Glo’s latest commercials carry a unified, powerful message: The future is here, and it is powered by Glo.


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