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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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4 Dead, 20 Others Injured as Fire Engulfs Cairo Data Centre

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Four people have been killed, with over 20 injured after a fire at Cairo data centre disrupted telecom services nationwide.

4 Dead, 20 Others Injured as Fire Engulfs Cairo Data Centre

A fire at a major Telecom Egypt facility in Cairo on Monday has left four workers dead and at least 22 others injured, plunging parts of the capital into a communications crisis.

According to Hossam Abdel Ghaffar, spokesperson for Egypt’s Health Ministry, most injuries were due to smoke inhalation.

The blaze, which broke out at a key data centre operated by Telecom Egypt, the country’s primary fixed-line and internet provider, was brought under control later that day.

However, it caused widespread disruptions, halting phone services, affecting internet connectivity, and even interfering with digital banking operations.

Internet monitoring group NetBlocks reported that national connectivity dropped to just 62% of normal levels following the incident.

Residents across Cairo struggled with poor network access, and banks—although already closed for the day—reported interruptions in ATM services and online transactions.

In a statement on Tuesday, Telecom Egypt mourned the loss of its employees and pledged support to their families.

Amr Talaat, Egypt’s minister of Communications and Information Technology,  assured the public that service restoration was underway and expected to be completed within 24 hours.

To address the disruption, the Health Ministry released alternative emergency contact numbers across Egypt’s governorates, in case its primary ambulance hotline remained unreachable.

The state-run MENA news agency reported that the fire was prevented from engulfing the entire building and nearby rooftops, thanks to the efforts of emergency responders.

A preliminary investigation suggests the fire was likely triggered by an electrical short circuit, according to a security source cited by MENA.

As the nation works to restore full connectivity, the incident has raised fresh concerns about the vulnerability of critical infrastructure and the need for enhanced fire safety protocols in sensitive tech facilities.

 

 

 

 

 

 

 


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Globalcom Thrills Subscribers with 3 New Digital Products

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Tech faints, Globalcom, on Tuesday unveiled three exciting digital products aimed at rewarding customers. The products, Animation World Promo, Treasure Spin and Sport Brain, also provide subscribers with the opportunity to play and win instant prizes.

Globalcom in a statement in Lagos said that the company is dedicated to providing value-added service to its ever-growing customers.

The first digital product, which is Animation World Promo, is an innovative trivia-based service aimed at challenging customers culinary knowledge of Nigerian food. With it, subscribers engage in answering food related questions, earn points and win delicious prizes.

For Treasure Spin, customers are availed the digital treasure spin experience. With each spin Glo subscribers stand a chance to win instant prizes, making every participation exciting and rewarding.

In addition, Globalcom captures the heart of football lovers with Sport Brain. Subscribers are allowed to predict football scores in matches across top leagues all around the world. Customers get to select their preferred leagues. “It’s a fun and competitive way for football lovers to test their instincts and knowledge,” the company noted.

Customers who subscribe to any of the three services stand a chance to win fantastic daily, weekly, and monthly prizes. Every day, 20 participants will receive ₦1,000 cash, ₦1,000 airtime, and 3.5GB data. On a weekly basis, five lucky winners will walk away with ₦100,000 each, while one grand prize winner will receive ₦1 million every month.

To participate, customers are required to dial *13055*2# for Animation World Promo,*13199*3# for Treasure Spin and  *13199*2# for Sport Brain. Each plan can be activated either as a one-time purchase or Auto Renewal.

Globacom further explained that all products are available at an affordable subscription rate of ₦100 for a daily plan, ₦300 for weekly plan and ₦500 for monthly plan.

In concluding, the company disclosed that the services are available to all Glo prepaid and postpaid subscribers nationwide.

 


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SiBAN Applauds Interstellar’s Groundbreaking Role in Africa’s Blockchain Future

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The Stakeholders in Blockchain Technology Association of Nigeria (SiBAN) has lauded Interstellar, one of its prominent members, for spearheading a major breakthrough in Africa’s financial technology space.

This follows Interstellar’s strategic partnership with the Pan-African Payment and Settlement System (PAPSS) to roll out the PAPSS African Currency Marketplace (PACM), a blockchain-based platform designed to address the continent’s long-standing currency inconvertibility challenge.

The initiative is already being hailed as a game-changer capable of eliminating the $5 billion annual trade friction currently plaguing intra-African commerce.

According to SiBAN President, Mr Obinna Iwuno, the development affirms Nigeria’s leadership in blockchain innovation, stating that Interstellar’s PACM is not only a technological feat but also a timely response to the African Continental Free Trade Area (AfCFTA) mandate of seamless and cost-effective regional trade.

PACM operates on STARGATE, a blockchain-agnostic system developed by Interstellar, and leverages the Bantu blockchain network to facilitate real-time, peer-to-peer exchanges of African currencies.

The solution ensures financial inclusion by allowing businesses, SMEs, and informal traders to transact in local currencies without relying on foreign intermediaries, all while maintaining regulatory compliance.

Mr Ernest Mbenkum, CEO of Interstellar, described the solution as Africa’s roadmap to financial sovereignty. “Blockchain is not just innovation; it is empowerment,” he said.

SiBAN reaffirmed its commitment to supporting policies and partnerships that promote secure, transparent, and inclusive digital economies.

The association further called on stakeholders in government and the private sector to prioritise blockchain adoption as a driver of national development.


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