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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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VCON 2024: QNET Boosts Wellness Products with Cutting-Edge Technology

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QNET, a leading brand in the global direct selling industry, has disclosed significant improvements to its health and wellness products, leveraging the latest advancements in technology.

This development was announced at the ongoing V-Malaysia Conference (VCON) at the Penang Spice Convention Center, Penang in Malaysia, marking QNET’s 26th anniversary and the beginning of a new business model to foster entrepreneurship, self-reliance, personal development, and contribute to the economic growth of communities.

With 8000 people from 30+ countries in attendance, including Nigeria, the company’s representatives demonstrated how the improved health and wellness products enhance the overall health benefits and user experience, which further highlighted QNET’s commitment to innovation, well-being and genuine products and services.

According to Techeconomy.ng, QNET has integrated advanced biotechnology and nanotechnology into its nutritional supplements and personal care products which were unveiled at the conference themed: ‘Unstoppable’.

Read Also: V-Convention Underscores QNET’s Commitment to Transparency and Accountability – Biram Fall

These upgrades are designed to improve bioavailability, ensuring that essential nutrients are absorbed more effectively by the body.

Some of the improved products QNET unveiled at V-Malaysia 2024 are; EDG3 Plus, Amezcua Bio Disc 3, Amezcua Chi Pendant 4 and Amezcua E-Guard X, while its lifestyle products include the Home Pure Nova and Home Pure Zayn.

EDG3 Plus is a mixed-berry flavored powder supplement that contains amino acids that the body uses to produce glutathione. Glutathione is said to protect DNA from free radicals, fight pathogens, and pollutants.

On the other hand, the Amezcua Chi Pendant 4 is a wearable wellness device designed to balance a wearer’s energy field and promote overall health.

While Amezcua products are not intended to diagnose, treat, cure, or prevent any disease, they are designed with Amezcua’s proprietary pendant technology to maintain specific frequencies that harmonize the wearer’s biofield.

The pendant is said to, among other things, support against stress, protect from electronic pollution, promote quality sleep, and enhance productivity and creativity.

Read Also: QNET Reaffirms Commitment to Adhere to Ethical Practices, Local Laws & Regulations

The Amezcua Bio Disc 3 is a product that is said to restructure water molecules and increase energy levels.

During the demonstration session, the QNET team said Amezcua Bio Disc 3 is part of a holistic approach to pain management that also includes the Bio Light 3, which is designed to provide natural pain relief.

According to QNET, the enhanced product line will[D2] , help boost energy levels in the body thereby improving mental clarity, physical endurance and overall wellness. The company’s focus on research and development ensures that its products are not only scientifically backed but also align with modern health trends.

During a media chat, Mr. Trevor Kuna, the chief marketing officer (CMO) of QNET, said that with a local presence in 30 countries and a multilingual global support centre servicing 12+ languages across 14 hubs worldwide, QNET ensures seamless experience for its vast network of distributors and customers.

The company also boasts of six global logistics hubs and more than 50 product stockists globally, “further solidifying our international footprint”, he said.

He described Africa as an important market for QNET, He said QNET is contributing towards community development and empowerment of entrepreneurs to make extra income through direct selling on the continent.

According to Kuna, QNET’s business model does not support a ‘get-rich-quick’ mentality, rather a resilient spirit to remain ‘unstoppable’ despite challenges.

Read Also: QNET Unveils Amezcua Bio Light 3 & Bio Disc 3 for Peak Athletic Performance

He said the company will continue to partner with local authorities to weed out people who do not comply with the company’s ethical marketing policies. This, he said, will ensure only genuine Independent Representatives (IRs) of QNET get to promote QNET products to the public.

“QNET is a global direct selling company that sells products and services in areas such as health and nutrition, personal care, home and living, travel and luxury, and education. QNET’s business model aims to foster entrepreneurship, self-reliance, personal development, and contribute to the economic growth of communities”, he explained.

VCON also witnessed the unveiling of QNET’s Watch and Jewellery brand “Bernhard H. Mayer’s” Serendipity Collection, featuring jewellery made from sustainable materials and the Limited-Edition Wave Rider watch, highlighting QNET’s commitment to sustainable luxury.


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100Pay Expands Crypto Adoption with $200K Startup Fund

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100Pay, one of the leading players in the crypto payments industry, has announced a significant step forward in promoting cryptocurrency adoption across Nigeria with the launch of a $200,000 startup fund.

In addition to the funding, the platform also unveiled its new 4,000-square-meter headquarters in Port Harcourt, signaling a major step in its expansion plans across Africa.

The initiative, according to the crypto firm, is designed to support businesses and startups focused on integrating crypto payments into their operations, particularly through 100Pay’s innovative PAY Checkout platform.

The company said in a statement that the $200K fund aims to empower startups driving crypto adoption through PAY checkout, enabling them to access resources and support needed to implement crypto transactions in physical stores, e-commerce platforms, and mobile apps.

Some of the startups that already benefited from the fund include Everest Mobility, a ride-sharing platform; Cloudnotte, an edutech firm dedicated to making education more accessible; and Meedleman, an escrow service designed to protect freelancers and ensure timely payments.

According to 100Pay, its PAY token, which offers users discounted crypto payments, is central to this program, providing businesses with a seamless way to accept digital currencies straight to their local bank accounts.

“With over 20,000 businesses already onboard, we’re focused on making crypto more accessible for Nigerian businesses,” said Brainy Josh, CEO and founder of 100Pay.

“Our $200K startup fund is a key part of that vision, giving businesses the tools and support to attract crypto-savvy customers,” Josh remarked.

Josh revealed that the company’s infrastructure enables payment acceptance in over 20 cryptocurrencies.

He highlighted the platform’s capability for swift conversions from USDT and PAY tokens to Naira, thereby eliminating the need for peer-to-peer transactions.

He also disclosed that 100Pay’s infrastructure is driving HXAfrica, a Security and Exchange Commission-licensed housing exchange. According to him, HXAfrica simplifies real estate investment through tokenization.

The CEO disclosed that it is partnering with Nano Apps, a cross-platform app store, to support app developers within its ecosystem.

“We are also forming strategic partnerships with major tech and retail brands, including LG, Samsung, Hisense, and BRUHM.”

The company is also working with top e-commerce platforms, ride-sharing services, and utility payment apps to integrate its PAY Checkout system.

In terms of expansion, 100Pay is also creating job opportunities, with over 50 new hires and plans to add 1,000 jobs in the next 24 months, the CEO said.

“The company’s Port Harcourt headquarters is home to a growing team of engineers and customer support specialists,” he stated.


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Leverage technology to drive Nigeria’s STI, NOTAP DG urges stakeholders

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Dr Obiageli Amadiobi, Director General of the National Office for Technology Acquisition and Promotion (NOTAP) has admonished stakeholders in the Science, Technology and Innovation (STI) ecosystem to leverage on technology and Intellectual Property Rights (IPR) to drive to foster Nigeria’s STI commercialisation.

Speaking at a press briefing to commemorate the ‘African Day for Technology and Intellectual Property,’ Amadiobi said Technology and Intellectual Property Rights system have long been recognized as the foremost important factor in nation building and wealth creation.

She said, “Ideas and knowledge are increasingly becoming veritable instruments in international trade relations as codified in the Trade Related Aspects of Intellectual Property (TRIPS) under the World Trade Organization (WTO) agreement to which Nigeria has been a signatory since January 1, 1995.”

According to the NOTAP boss, the commemoration demonstrates the great importance which the African nations place on Science, Technology and Innovation as an engine that drives development.


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