Facebook and Google top index for returning value for advertisers

Tech giants retain leadership positions in Singular's index of media sources' ad networks, but newer players present intriguing challenge


An index based on advertiser ROI from marketing intelligence firm Singular has found that Facebook and Google remain the leading companies for both ROI and customer retention, despite more recent media networks challenging the social media giant's and search behemoth's ad networks.

The Singular 2019 ROI Index combined marketing campaign data with attribution results to generate ROI insights, and found that Facebook came out on top of the global rankings, with Google taking top spot in three key regional rankings: EMEA, APAC and Americas.

The report found that Twitter has been demonstrating a resurgence, wining 11 rankings on various global, regional and platform-specific charts. The social media platform came second on iOS for retention, with users staying engaged for longer. Meanwhile, Snap, which did not make the last year's list for Android, came in third this year for non-gaming categories in both the iOS and Android categories.

Japan-based mobile messaging service LINE, who we spoke to a few weeks' ago about payment risk, ranked three times and also received two honorable mentions. The LINE Ads Platform, on which advertisers can target 700 million users, featured on only one index in last year's report.

In gaming, the report found that Unity was hard to beat, with the report's authors remarking: "Unity powers half the games on the planet, and its ad network is also dominant, ranking third on Android and fourth on iOS globally… an impressive achievement."

Singular ROI Index: Top five for ROI

Rank iOS Android
1 Facebook Facebook
2 Google Google
3 Apple Search Ads Unity
4 Unity Aarki
5 Vungle Vungle

Singular ROI Index: Top five for retention

Rank iOS Android
1 Facebook Facebook
2 Twitter Google
3 AdColony Vungle
4 Vungle Unity
5 Apple Search Ads AppLovin
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