Southeast Asia’s mobile advertising market sits in a complex phase, as new data from AppsFlyer finds that growth is no longer driven by a single dominant platform, but by a small group of specialised players which compete across different parts of the funnel.
AppsFlyer’s 2025 Performance Index, based on data from more than 16 billion installs and 9.6 billion remarketing conversions, finds that advertisers in the region are being forced to rethink long-standing assumptions about platform dependency, particularly the idea of Google as a default engine for mobile growth.
“The mobile advertising landscape is evolving, with data suggesting brands may benefit from reassessing platform allocation strategies toward a more specialised approach,” said Ronen Mense, president and managing director for Asia Pacific at AppsFlyer, in an interview with Campaign Asia-Pacific.
“Google's Q4 launch of Integrated Conversion Measurement (ICM) shows promising early results, which could reshape the competitive landscape. Time will tell how this impacts platform dynamics but for now, the market appears to be evolving toward one where success requires data-driven allocation across specialised leaders.”
In 2025, the global mobile ad market reached about US$265 billion, with APAC contributing around 25% of overall spend.
Southeast Asia is a fast-growing mobile-first region, and ad spend is clustered around Google, Apple, Meta, TikTok and AppLovin here. Each of these platforms dominate specific operating systems, categories or stages of the funnel. 60% of the top five media sources recorded year-on-year growth in spend in 2025, compared with just 30% of platforms ranked 11 to 20.
For Mense, this concentration changes how brands should think about scale.
“An effective approach would be to allocate among top performers: Google, Apple, Meta, AppLovin and TikTok based on regional and categorical strengths,” he said. “Brands should be concentrating budgets where platforms demonstrably perform best, rather than defaulting to a single hero channel.”
Nowhere is that clearer than on iOS. Apple Ads continue to lead iOS gaming performance in Southeast Asia and deliver the highest quality among major networks in the region. While Apple retains global leadership, the data shows competitors like AppLovin in gaming and Meta in non-gaming remarketing are closing the gap.
On Android, Google is the dominant force; it tops almost every category and region across both gaming and non-gaming. That stability offers scale and reinforces its pricing power in a region where Android still accounts for the majority of users.
TikTok moves beyond discovery into measurable performance
One of the most striking shifts highlighted in the Index is TikTok’s evolution beyond brand discovery. In Southeast Asia, TikTok for Business ranked second on iOS non-gaming and third on Android non-gaming, with strong performance in finance, life and culture, and utility categories.
“TikTok for Business has evolved from a discovery platform to a proven performance channel in Southeast Asia. With consumers now exposed to 40% more ads than in previous years, TikTok's creative strength becomes critical. The platform ranks #3 in the non-gaming Creative Index, excelling in creatives that combine animated and real-life footage. Strong results in Finance, Utility, and Life & Culture demonstrate measurable lower-funnel conversion capabilities.
"CMOs should consider shifting from upper-funnel-only allocation to full-funnel strategies with TikTok," said Mense.
TikTok has climbed into the top tier for remarketing, traditionally a high-margin stronghold for Google and Meta. On iOS non-gaming remarketing, Meta overtook Google for the first time globally, ranking first in Asia Pacific, while TikTok emerged as a credible third player across several key verticals.
Remarketing, Mense said, has become central to managing both ROI and margins in Southeast Asia, particularly as advertisers mature and growth slows.
More competition in remarketing
“Southeast Asia’s mobile growth economies are entering a margin-compression phase characterised by intensifying platform competition and rising acquisition costs for late-stage advertisers,” he said.
“The combination of multi-platform remarketing competition and concentrated ad spend suggests that acquiring high-quality users at optimal efficiency is becoming progressively more expensive.”
AppsFlyer recorded a 20% year-on-year increase in remarketing conversions and in the number of apps running remarketing campaigns, reflecting how retention and re-engagement have moved from optional tactics to core growth levers.
As competition tightens, creative quality is the key differentiator. TikTok ranked third globally in AppsFlyer’s non-gaming Creative Index, with particular strength in formats combining animated and live-action footage.
Growth is possible for late-stage advertisers, but requires sharper platform choices, stronger creative, and more realistic expectations of ROI.
“Late-stage advertisers should anticipate slower ROI uplift unless they differentiate through creative excellence or explore emerging channels,” Mense said.
