Singular launched the 2025 return on funding (ROI) Index, a complete data-driven rating of cellular promoting efficiency throughout the globe. This yr’s report present that Reddit and Moloco have joined Google, Meta, TikTok and Apple in cellular advert management, Singular stated.
This yr’s report displays tens of billions of {dollars} in advert spend, billions of app installs, and trillions of in-app and net advert impressions throughout hundreds of thousands of promoting campaigns. With all that information, it presents entrepreneurs a roadmap to one of the best advert companions for return on advert spend (ROAS). (We final coated it in 2023).
“The dominance of Google and Meta stays however names like TikTok, Apple Search Adverts, and Moloco are firmly within the world progress dialog,” stated John Koetsier, vice chairman of Insights at Singular, in a press release. “And our new Singular ROI Quadrant reveals that it’s typically smaller advert networks that ship outsized ROI for advertisers.”
Additionally fascinating, given Applovin’s huge valuation surge over the previous yr: rival Moloco considerably surpasses Applovin in advert spend by Singular clients.
Key findings from the 2025 Index:
- The golden 9
9 huge advert platforms hit each regional leaderboard, together with AppLovin, Google Adverts, ironSource from Unity, Liftoff, Meta Adverts, Mintegral, Moloco, TikTok for Enterprise, and Unity Adverts. - Apple Search Adverts dominance
Regardless of not being accessible on Android, Apple ranks third in complete advert spend and seventh general in ROI. - X continues to be related, however there’s a caveat …
The previous Twitter continues to be a participant, hitting 18 prime lists, regardless of having misplaced some steam as X. The caveat: adverts on X carry out greatest in porn and playing verticals. - Moloco’s rise
AppLovin will get all of the information, however this under-the-radar advert community is fifth in world ROI and fifth in spend. Additionally, Moloco made each regional/vertical listing it certified for the second yr in a row. - Reddit’s ascent
With 47% year-over-year person progress and its first worthwhile yr, Reddit Adverts now ranks on 18 prime lists, with standout efficiency in gaming and fintech. - Rewarded advert networks’ huge surge
A 3rd of prime progress advert networks—together with KashKick, Adjoe, and MAF—now function within the rewarded or incentivized advert house. Some are so large they needed to be categorized with the big advert networks. - Snap’s resurgence
With improvements like SKOverlay codecs, value-based optimization, and a 7/0 supply window, Snap Adverts is driving worthwhile app installs and progress.
New in 2025
This yr introduces the Singular ROI Quadrant, highlighting 4 courses of advert companions by contrasting advert value to marketing campaign ROI. Entrepreneurs can now establish high-ROI however low-cost advert networks within the Quadrant of Development, with networks like Reddit, Rokt, and Digital Turbine main in particular areas.
Moreover, the ROI Index now features a searchable view by geo and vertical, enabling entrepreneurs to seek out top-performing advert companions tailor-made to their distinctive progress wants.
