News
AppsFlyer’s Latest Performance Index Shows Google Leads in Scale, While Facebook Dominates Quality

AppsFlyer, the global attribution leader, today released the 12th edition of its Performance Index, ranking the top media sources marketers should partner with.
AppsFlyer analyzed 580 media sources, 29 billion installs, and over 16,000 apps globally over the second half of 2020.
In this edition, Google extended its lead over Facebook at the top of the Retention Index’s Universal Power Ranking, which ranks media sources by their ability to drive loyal users at scale.
Google’s share in the global non-organic app install pie also increased by 15%. This was driven by the search giant’s continued growth in Android, especially in emerging markets, such as Africa.
In contrast, Facebook’s share of the global non-organic app install pie dropped 10% in Index 12, mostly due to iOS losses (as part of an overall drop in iOS). However, when it comes to quality, the social network reigns supreme. It is ranked second in the average of quality metrics across all of the different indices.
Facebook’s retention score, (which looks at the percentage of users who still use an app over a period of time after installing it), is 16% higher than Google’s, mostly the result of a growing divide in Android and among non-gaming apps.
The social network continues to dominate the remarketing index, while Google has significantly grown its share of app remarketing conversions by 65% in the second half of 2020.
20% drop in iOS installs among vast majority of media sources
While Apple’s impending AppTrackingTransparency framework, which will impact how mobile apps gather data about users, won’t be enforced until early spring, AppsFlyer’s Performance Index shows it is already causing shifts.
The share of non-organic installs (NOI) on iOS dropped 20% in the second half of 2020 (compared to the first half of the year). The decline was widespread, impacting the rankings of 17 of the top 20 media sources on iOS.
At the same time, the share of organic installs in iOS remained unchanged, as did the number of apps running campaigns on the platform. For comparison, Android’s NOI share showed the opposite trend, increasing by 6% over the same period.
A 30% jump in the cost per install (CPI) on iOS in H2 2020 was a key factor behind the significant drop (Android cost increased by only 10%). As a result, mobile app marketers generated fewer installs for the same budget.
The rise in media cost for iOS users was driven by two main elements: an increase in demand due to accelerated digital transformation caused by Covid-19, and a decrease in supply due to a 40% rise in the share of users who enabled Limited Ad Tracking (LAT).
Commenting on the trends and their impact on African marketers, Daniel Junowicz, Managing Director, LATAM & Africa, AppsFlyer said: “Given Android’s dominance in the African market, marketers in the region have been less impacted by Apple’s upcoming privacy changes and the findings revealed in this Performance Index.
“However, Apple’s changes are part of a growing shift that’s putting consumer privacy front and centre, and African marketers will need to be best prepared to adapt to this landscape as it evolves.
“Brands in Africa should choose the right measurement partner to guide them through these changes, and ensure they’re consistently prepared to offer their users an impeccable user experience, while maintaining the highest levels of user privacy”
“The increase in end users enabling Limited Ad Tracking (LAT) is likely due to the growing attention around user privacy in general and Apple’s privacy changes in particular,” said Shani Rosenfelder, Head of Content and Mobile Insights, AppsFlyer. “Networks that rely on iOS were impacted across the board, as were the advertisers using them.”
News
NBS May Release Rebased Figures for Nigerian Economy July 11

National Bureau of Statistics (NBS) may launch its rebased Gross Domestic Product figure on July 11, according to reports by the Nation.
In economics, rebasing refers to the process of updating the base year used for calculating economic indicators like Gross Domestic Product (GDP) or the Consumer Price Index (CPI).
This is done to reflect changes in the structure and price levels of an economy, making the indicators more accurate and relevant to the current economic situation.
Folorunso Alesanmi, head of Public Relations, NBS, deferred his response to today (Monday) when asked to confirm the information.
In a terse text message reply to our inquiry, he said “I will reply you on Monday when I get the final information about it.”
Recall that the country changed the year of its GDP from 1990 to 2010 in 2014, when the figure was raised by 89 per cent.
The much awaited July 11 figure is expected to increase economic indicators such as per capita income, debt-to-GDP ratio and tax revenue outlooks.
News
Lagos-Calabar Highway Gets $100M Push from ECOWAS to Drive Regional Growth

ECOWAS Bank for Investment and Development (EBID) has committed $100 million to support the development of a key section of Nigeria’s Lagos-Calabar Coastal Highway.
This funding covers a 47.7-kilometre stretch, marking Section I, Phase I of the project, which originates from Ahmadu Bello Way in Lagos.
Work on the highway began in March 2024, with Hitech Construction Company Limited appointed as the main contractor.
The announcement was made during EBID’s 92nd Ordinary Session held in Lagos, where the bank outlined a series of development financing commitments amounting to €174 million and $125 million, targeted at infrastructure and social development across the ECOWAS region.
The investment in the Lagos-Calabar Coastal Highway is designed to boost intra-regional connectivity by linking nine Nigerian states. It will also enhance access to strategic seaports, support agro-industrial development, and improve logistical networks along Nigeria’s southern corridor. The highway is further expected to contribute to the formation of a regional supply chain, economically empowering coastal communities.
“The bank also approved $100 million in funding for the Lagos-Calabar coastal motorway project in the Federal Republic of Nigeria. It said that this project, which spans 47.7 km, would link nine Nigerian states and improve access to seaports and isolated agro-industrial areas. EBID noted that the funding would also contribute to the emergence of a regional value chain to support coastal communities.”
Other EBID-backed initiatives include €50 million earmarked for the establishment and outfitting of six technical and vocational education centres in Togo. These centres aim to provide skills training for up to 3,480 youths annually, focusing on high-demand trades.
In Guinea, the bank allocated €28.9 million to revamp four agricultural high schools, and an additional €95.16 million to build three hydroelectric micro-power plants with a combined generation capacity of 30 megawatts, aiming to expand rural access to renewable energy.
Côte d’Ivoire will benefit from a $25 million facility directed at financing clinker imports by Société de Ciment de Côte d’Ivoire—a move expected to support local cement manufacturing and alleviate raw material shortages in the construction sector.
EBID noted that its latest funding initiatives align with the United Nations Sustainable Development Goals (SDGs), particularly Goal 9, which advocates for advancements in industry, innovation, and infrastructure. With these latest disbursements, the bank’s cumulative investment across the West African region has surpassed the $5 billion milestone.
Nigeria’s Minister of Works, David Umahi, recently disclosed that the Federal Government has signed off on contracts exceeding N3 trillion for multiple sections of the Lagos-Calabar Coastal Highway project, extending through Lagos, Akwa Ibom, and Cross River states.
The Lagos segment—Section I—was awarded at N1.068 trillion, with 30 percent of the contract sum already paid.
Section II, which includes multiple bridges and traverses difficult terrain en route to the Dangote Refinery, has been contracted at N1.6 trillion.
Sections III A and III B, covering parts of Akwa Ibom and Cross River, were jointly valued at N1.33 trillion.
President Bola Tinubu officially inaugurated the first completed segment of the coastal highway in May 2025, signalling the project’s steady progress.
News
LG Launches “Radio Optimism” Campaign to Spread “Life’s Good” Through Music

LG Electronics has launched a new brand campaign, “Radio Optimism,” designed to help strengthen meaningful human connections and spread optimism through shared musical experiences.
This initiative aligns with LG’s brand promise, “Life’s Good,” and addresses the growing challenge of forming genuine relationships in a technology-driven world.
The Radio Optimism campaign seeks to counteract the disconnection often felt in an era dominated by superficial interactions, such as likes and comments on social media. By harnessing the power of music, LG aims to foster deeper bonds among individuals, promoting a more fulfilling life.
“As technology advances, meaningful human connections become increasingly vital to enrich our lives. LG continues its commitment to bringing optimism into customers’ daily lives, staying true to our enduring brand promise of ‘Life’s Good,’” said Kim Hyo-eun, head of LG’s Brand Management Division.
This campaign reinforces LG’s commitment to creating enriching experiences in digital spaces where today’s consumers spend significant time. Building on this mission, LG has continuously engaged with younger audiences through participatory campaigns that bring the Life’s Good philosophy to life.
Last year’s “Optimism your feed” campaign leveraged social algorithms to foster positivity on social media. This new initiative specifically seeks to address the paradoxical disconnection in an era of hyper-connectivity.
“One of the most reliable predictors of happiness is having deep and meaningful relationships,” said Jean M. Twenge, Professor of Psychology at San Diego State University. “Yet today, many people are spending more time online and less time connecting in person. Social media in particular tends to create shallow relationships rather than the deep connections people need.
“It’s common for people to have hundreds of followers but no one to talk to in real life if they need support. We need to build more meaningful connections with those around us. That might turn around the pronounced decline in happiness that’s occurred over the last decade.”
A new global study* from LG on social connection reveals that 68 percent of people find it harder to make real friends, and a third reported having one or fewer meaningful connections in the past month, with 8 percent experiencing none at all.
Inspired by traditional radio’s unique way of connecting people through music and storytelling, the Radio Optimism campaign transforms this concept into an interactive platform where participants can create and send personalized songs to their loved ones.
Users can easily create new songs using AI-powered tools, which are thoroughly trained on a curated music dataset. These tools interpret user prompts to produce unique musical pieces and generate matching album art, providing an engaging and personalized experience. Once generated, these songs can be sent to recipients to deepen their connection and made available for others to discover worldwide.
According to the survey, nearly 9 in 10 respondents believe that meaningful connections lead to a more optimistic outlook on life. By providing a platform for individuals to express their feelings, this campaign aims to foster deeper connections and help individuals enrich their lives while spreading optimism in their own ways.
The campaign website is available in English and Spanish, with plans to support additional languages in the coming months to enable broader participation. The official website can be found at RadioOptimism.lg.com.
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