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AppsFlyer Finds Economic Downturn Caused Declines in App Install Ad Spend Budgets

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AppsFlyer has released the 16th edition of its Performance Index, ranking the top media sources in mobile advertising across 11 regions and 22 app categories.

The latest version of the Index, which originated in 2015, found the economic downturn had a significant impact on the mobile app media space throughout 2023, as nearly all top media sources saw declines and app install ad spend budgets reduced by 20% in the third quarter of 2023 when compared to Q3 in 2022.

“In a world where excellence is redefined by measurable outcomes, marketers around the globe are keen to boost efficiency, and unlock unprecedented success – the same applies to African marketers.

The key to shaping this future of business brilliance lies in embracing data-driven strategies – our latest Performance Index explores how unique economic conditions have impacted the overall market, providing valuable insights on marketing strategies during an economic downturn, and implores marketers to make the right decisions when it comes to budget allocations,” said Michael Zaitsev, Managing Director for Africa & CIS at AppsFlyer.

Apple Search Ads and Meta Lead the Way Across iOS Gaming and Non-gaming

The best way to properly depict the state of the iOS media market is by looking at a single source of truth (SSOT). AppsFlyer’s first ever SSOT iOS index combines SKAdNetwork and traditional attribution, and accurately deduplicates between the two data sources.

Apple Search Ads (ASA) is the #1 media source for iOS gaming apps and non-gaming categories, coming in at #1 in almost all the rankings across every region and every category with high quality and unmatched scale, particularly in non-gaming.

The dominance of ASA in non-gaming is even more pronounced than it is in gaming, coming in at #1 in all the rankings across every category and every region except for Latin America with unmatched scale and high quality.

Although still far from its dominant iOS position before iOS 14.5, Meta ads continues to adapt in the post iOS 14.5 era, coming in at #2 in the power and volume rankings (power rankings combine quality and quantity metrics while volume only covers quantity).

The social network’s performance is mostly fueled by non-gaming apps on SKAdNetwork, Apple’s privacy-centric attribution interface, where it drives the highest number of installs, well above the competition.

Google Ads came in at #3 in the rankings thanks to its scale among non-gaming apps. It should be noted that for Google, iOS is secondary compared to Android, especially when compared to its web business.

For gaming apps, Applovin ranked 5th in the global power ranking, driven by success in casual and hyper casual games, followed by Unity Ads in 6th place, thanks to a #4 rank in casual and hyper casual games. ironSource ranked 2nd globally in social casino, and 2nd in hyper casual games in Western Europe, Indian subcontinent, Latin America, and the Middle East.

For non-gaming, Meta ads ranked 2nd in the global power ranking, driven by its performance in Life & Culture where it ranked 2nd, while Google reached 5th place (3rd in the volume ranking) thanks to a #2 power ranking in finance. Snapchat and Moloco ranked 3rd and 4th, respectively thanks to top-notch quality.


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E-Business

e-Governance Reform Saves Edo State N60Bn

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Donatus Ojiefoh, Edo State Commissioner of Mines and Energy, has said Mr Godwin Obaseki, state governor, e-governance in the state civil service sector has saved the sum of N60 billion, an amount that would have been expended in the procurement of office stationery.

Ojiefoh in an interview with newsmen in Benin City also disclosed that the state government reforms in the electricity and the solid mineral sectors have repositioned the state as one of the most businesses friendly in Nigeria.

He noted that sustaining the state government reforms and achievements, voters in the forthcoming September 21st governorship election should not make the mistake of voting for a candidate that lacks understanding in investment and development.

He said harnessing maximally the abundant mineral resources, the state government has registered the Edo State Mining and Investment Company and has obtained 40 mining licenses adding that government reforms put in place has continued to yield positive results.

“If Obaseki was the governor before now Edo state would have been one of the richest states in the federation. It is crystal clear that the next governor that is coming must be able to match Obaseki’s shoes, somebody who understands the investment and development status of the state at the moment.

“Edo state is ten years ahead of other states apart from Lagos. Edo has put over 20 million files into the e-governance structure since the state was created and is the only state operating 100 per cent e-governance thereby the delay and bureaucracy in governance is over.

“Obaseki has saved over N60 billion for Edo State just on office stationery alone. Whatever paper you see in my office are external papers or files. It takes a man with a potent brain that understands saving system to achieve that and we are the only state in Nigeria that has completely moved from analogue to digital.”


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Scammers Target Facebook Business Accounts using Meta’s Infrastructure and Branding

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Kaspersky has discovered a new phishing scheme targeting Facebook business accounts, using legitimate Facebook infrastructure to send deceptive emails with threats of account suspension.

Cybercriminals have devised a method to use authentic Facebook functions to send fake suspension warnings to business accounts. These emails, originating from Facebook, contain alarming messages such as “24 Hours Left to Request Review. See Why”.

Clicking the email link leads to a genuine Facebook page displaying a similar warning. After that, a user is redirected to a phishing site disguised with Meta branding, reducing the time to resolve the issue from 24 to 12 hours. Finally, the phishing site initially asks for innocuous information, followed by a request for the account’s email, or phone number and password.

The attackers utilise compromised Facebook accounts to send these notifications. They change the account name to a threatening message and the profile picture to an exclamation mark, after which they create posts mentioning the targeted business accounts.

And because delivery is via the actual Facebook infrastructure, these notifications are guaranteed to reach their intended recipients.

“Even notifications that appear legitimate and come from a trusted source such as Facebook can be deceptive. It’s crucial to carefully examine the links you are prompted to follow, especially when it involves entering data or making payments. This can make a significant difference in protecting your business accounts from phishing attacks,” comments Andrey Kovtun, a security expert at Kaspersky.

 


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Lagos State Government, Interswitch Group Sign MoU Smart Health Information Platform

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The Lagos State Government has officially signed a concession agreement with one of Africa’s leading integrated technology enablers, Interswitch, through its Healthtech subsidiary, Interswitch eClat, to develop and manage the Lagos Smart Health Information Platform (LAGSHIP).

Nigeria’s healthcare industry remains grossly underfunded with several other challenges, lacking a truly national/integrated framework for healthcare service delivery due to fragmentation among health stakeholders.

A recent report from Knight Frank estimates Nigeria would require about $82 billion of investment in health-care assets to reach the global average. Healthcare institutions continue to struggle with daily operations due to a myriad of constraints and process inefficiencies.

The foregoing is the backdrop against which this latest public-private partnership milestone championed by the Lagos State Government is being launched with a view to positioning Lagos, Nigeria’s largest economic hub as a model for sub-nationals in strategic healthcare delivery interventions.

The Executive Governor of Lagos State, H.E. Babajide Olusola Sanwoolu highlighted the significance of the Lagos State Smart Health Information Platform Project as one unprecedented in Nigeria till date.

The Governor, in his remarks asserted that “The signing of the Concession Agreement between the Lagos State Government and Interswitch for the implementation of the Smart Health Information Platform (SHIP) is a ground-breaking development which signifies the start of a comprehensive technological overhaul in Lagos State’s health sector, aimed at enhancing residents’ access to healthcare services.”

Governor Sanwoolu further remarked that “I believe that this platform represents a significant and innovative approach to utilizing technology for accessing health information. It is poised to deliver numerous benefits and eliminate payment barriers, thereby encouraging citizens to actively engage with the process.”

Capitalizing on over 2 decades of experience and strategic expertise digitizing transactions and aggregating technology platforms across Africa, by virtue of this concession, Interswitch will support the State Government in securely leveraging data harnessed from electronic medical records deployed across all hospitals (public and private) and allied locations within the industry value chain, to create enhanced experiences for all stakeholders, from administrators to medical personnel, patients, as well as for better planning and policy-making, ultimately.

The strategic objective is to address gaps within the healthcare delivery system by creating an ecosystem that facilitates deeper connections between stakeholders and essentially addressing fragmentation by connecting patients to doctors, practices to public offices and patients to their medical data, thereby solving the operational problems of hospitals and healthcare providers through the robust over-arching technology infrastructure that LAGOS-SHIP represents.

Commenting after the signing ceremony, which was jointly signed by the Honourable Commissioner for Health, Dr. Akin Abayomi and the Special Adviser to The Governor on Public-Private Partnerships (PPPs), Mrs. Bukola Odoe, and witnessed by the Executive Governor and selected members of the Lagos State Executive Council at the State House, Marina, Mitchell Elegbe, Founder and Group Managing Director/Chief Executive Officer of Interswitch, remarked:

“22 years ago, we set out with a clear vision to solve social problems in Nigeria, starting by digitizing the use of cash, making it available to Nigerians just-in-time. Today, despite the incremental efforts of Interswitch and other players over the years, digital payments are estimated to be still less than 20% of total transactions in the economy.

This realization suggests that there is tremendous value, financial and otherwise, locked up in sectors and areas where government is a key player, particularly in the aspects of healthcare, transportation, and other basic social services.

This vision we had from the outset underpinned our acquisition of eClat Healthcare 5 years ago, and initiatives such as Lagos-SHIP are unfolding strategic interventions along that transformational roadmap.

We are highly delighted that after a rigorous selection process, the Lagos State Government has deemed it fit to partner with us at the Interswitch Group on this epoch-making journey to digitize the healthcare system, uniting disparate elements into one holistic platform that creates value and enhances the experience of all stakeholders, just like we’ve done in the sphere of financial services, leveraging technology.”

Also speaking at the signing ceremony, Managing Director for Interswitch eClat, Interswitch’s Healthtech Venture, Dr. Wallace Ogufere opined that the Lagos State Government’s pioneering initiative in the form of LAGOS-SHIP is significant in terms of advancing the outlook for Healthcare Management and Administration in a frontier-market such as Nigeria, and moving closer to what obtains in developed economies.

In his words “The go-live of the Lagos Smart Health Information Platform will significantly close many identified gaps in electronic medical records management, essentially addressing long-standing constraints including process inefficiencies, limited transparency and inadequacy of necessary tools and supplies, among other challenges.”

This partnership between the Lagos State Government and Interswitch represents a unique model for public-private partnership in the healthcare delivery space, and one which is expected to be a veritable reference point for national and sub-national governments in Africa going forward.


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