Friday, September 22, 2023

TikTok emerging as a leader for advertising ROI, says Singular

TikTok is now one of the top mobile ad networks for advertising ROI, according to Singular’s 2020 ROI Index.

The marketing data and analytics company looked at $6.3 billion in ad spending and 2.2 billion app installs across 550 networks to identify the top global ad networks for ROI in mobile user acquisition.

While Google and Facebook still lead in volume and adoption and ROI, Singular says TikTok has emerged as a top platform with ad spending multiplying 75 times from May to November, thanks to growth of 614 million users in 2019.

Now touting 1.5 billion users, the short-form mobile video platform boasts average user times of 50 minutes per day.

“That means the platform is capturing a massive share of its users’ time and isn’t just piling up vanity download metrics. And it means that the monetization possibility here is huge,” predicts Singular.

Other key findings:

  • Unity, which powers 50% of mobile games, is now serving over 10 billion ads a month. It ranked high on Singular’s lists for global ad retention and top ad networks for ROI.
  • Twitter and Snap are critical for mobile marketers, with Twitter making nine of Singular’s 12 leaderboards and Snap making it on every single one, improving on last year’s results.
  • Apple Search Ads is delivering quality iOS mobile users and sufficient scale. While lacking the comparable volume of Facebook and Google, the company made the leaderboard in every iOS category.
  • Amazon didn’t make Singular’s top lists because its ad division, despite tripling in size over the last number of years, is still more focused on retail sales than mobile app installs.

Download the full report here.

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Connie Thiessen
Connie Thiessen
Connie has worked coast-to-coast as a reporter, editor, anchor and host at CKNW and News 1130 in Vancouver, News 95.7 and CBC in Halifax, and CFCW Edmonton, among other stations. With a passion for music, film and community service, she led News 95.7 to a 2013 Atlantic Journalism Award and regional RTDNA award for Best Radio Newscast. More recently, she was nominated for Music Journalist of the Year at Canadian Music Week 2019. To report a typo or error please email -

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