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Facebook remains the top driver of game installs on Android and iOS

AppsFlyer digs into the best advertisers of H2 2016
Facebook remains the top driver of game installs on Android and iOS

Facebook is still the key driver of installs for games on both Android and iOS around the world, according to AppsFlyer.

The mobile advertising firm has released its latest Performance Index for mobile advertisers in the second half of 2016. It studied six billion app installs from over 5,000 apps across 1,000 media sources.

Facebook topped the overall Android chart, followed by Google AdWords in second place and AppLovin in third. Facebook also took first place on iOS, beating second-place AppLovin and third-place Vungle.

Video > static

In terms of the kinds of ads being used, AppsFlyer found that video ads delivered more engaged users than static ads. Networks such as Vungle, Unity Ads and AdColony ranked better than most ad platforms for retention because of this.

However, rewarded video ads were shown to deliver low-quality users. They drove high downloads, but rewarded video ad platforms had a 60% lower retention score than the average performance of the index.

AppsFlyer also recently released its State of App Engagement report to study app user retention. One of the report's findings showed that on average only 5% of users are still active with an app after 30 days.