Adverts on Google now drive more app downloads than adverts on Facebook, marking the first time the search giant has overtaken its Silicon Valley rival.
Google has increased its share of the app installation sector eightfold in the last five years and is now the largest player in the app marketing space, according to marketing analytics firm Appsflyer.
The tech giant’s rapid growth can largely be attributed to the dominance of its Android operating system in the mobile market, the report stated.
Broken down by region, Google’s growth was fastest in Latin American and southeast Asia, rising 18 per cent and eight per cent respectively in the first half of 2019.
However, Facebook remained the top media source, delivering high-quality users in most regions and categories, according to the report.
Growing competition in the app store markets has led marketers to invest heavily in moving up the rankings in both Google Play and Apple’s app store.
In fact, Apple Search Ads, which promotes apps at the top of the search rankings on its app store, enjoyed an 82 per cent growth in its share of the global app installation market.
The report also highlighted the rise of new entrants in the market such as Tiktok Ads, the advertising arm of hit Chinese video app Tiktok and news app Topbuzz.
“For most media sources, making the ranking is a one-time thing,” said Shani Rosenfelder, head of mobile insights at Appsflyer.
“That means maintaining growth in this hyper competitive space is very difficult, so companies must stay alert, recognise potential, and move fast to stay relevant.”
He added: “On a positive note, the fact that we see new companies with different types of products and qualities demonstrates that this industry has plenty of opportunities for those who can survive.”
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