Creative analysis of educational and training advertising materials!

According to QuestMobile data, the online education industry chain is becoming increasingly complete, the total number of users has exceeded 480 million, and it maintains rapid growth overall. Users' acceptance of online education is constantly improving, and the start of the school season and marketing activities have a significant driving effect on user growth. However, as the number of users in the education and training industry gradually reaches its peak, it is becoming increasingly difficult for various educational apps to attract new and retain users.

So, what market patterns did mobile advertising in the education and training industry show in August? What are the overall advertising strategies and main advertising ideas for different industry segments?

This article is based on the marketing data related to education and training tracked by App Growing, and outputs the "Advertising Analysis of the Education and Training Industry in August 2019" report to interpret the marketing code of the education and training industry.

Reply 0912 to the official account to receive a collection of popular advertising materials for the education industry in August .

1. Overview of advertising trends in the education and training industry

1. The overall scale of advertising in the education industry is on the rise

In 2018, the national mobile Internet advertising market size reached 251.2 billion yuan, a year-on-year increase of 35.3%. The corresponding advertising scale in the education industry reached 18.6 billion, and it showed an overall upward trend.

According to the data on the number of education industry advertisements tracked between July 2018 and August 2019, the proportion of advertisements in the education industry has also increased from 4% in August 2018 to 8.9% in August 2019. It can be seen that the education industry has also significantly increased its mobile advertising investment.

2. Nearly 70% of education and training ads become “one-day material”

According to statistics on the cumulative number of days that single advertisements in the education and training industry were run in August, 67.47% of the advertisements were run for 1 day, and only 6.29% of the advertisements were run for more than 5 days. This shows that the life cycle of advertising materials is relatively low.

3. Information flow advertising is still the key advertising form in the education industry

Judging from the data, in education industry advertising, information flow advertising is still the focus of advertisers, accounting for more than 60%, followed by banner advertising, and both account for more than 90%. From the perspective of advertising form, advertisers in the education industry are relatively conservative in their advertising, and basically do not involve reward-based advertising or interactive advertising.

4. Video formats are gradually favored by educational advertisers

Among the education and training advertisements we tracked in August, the overall material form of the education industry is mainly pictures , and video advertisements account for nearly 20% . In recent months, the proportion of this form has been on the rise, which shows that the education industry has also begun to pay more attention to video advertising as a form of advertising.

2. Analysis of advertising placement in each sub-category of the education and training industry

1. Advertisers focusing on academic examinations and vocational skills training

Among advertisements related to the education and training industry, academic education and vocational training account for the largest proportion, accounting for nearly 30% of the total number of advertisements. Improving workplace competitiveness remains a rigid need.

2. Tencent’s advertising has a high proportion of vocational skills training ads, while Baidu’s information flow is mainly academic examination ads

Further analysis of the education and training industry data by platform found that Tencent's advertising is mainly vocational skills training ads, accounting for 39.38% of the total number of ads, while Baidu's information flow ads are mainly academic examination ads, accounting for 36.03% of the total number of ads.

3. Changes in the proportion of advertisements in each education industry segment

The changes in the proportion of advertisements in each sub-industry of education and training show that vocational skills training and academic qualifications examinations are still the promotion focus of the education industry. Vocational skills training began to show a rapid upward trend in September, and the speculated reason is that September is the peak period for registration for various vocational skills examinations.

The advertising volume for academic qualification examinations was relatively high between October 2018 and June 2019. Based on the rule that academic qualification examinations are usually registered in August and taken in October each year, it is speculated that 2 months before the registration for academic qualification examinations is the key advertising time for academic qualification training. As the registration deadline approaches, this type of advertisers will begin to reduce their advertising efforts.

4. The proportion of advertisements mentioning Europe in overseas study advertisements has increased

In the overseas study advertisements tracked by App Growing, there has been a significant increase in the mentions of "Europe" in advertising copy when comparing advertising data from July 2018 and July 2019. Affected by the changes in the international situation, the countries favored by the market for studying abroad are also changing, which is also reflected in the content of the advertisements.

III. Analysis of the creative ideas of top advertisers in the education industry

1. Inventory of key advertisers for non-app download ads in August: Advertisers that mainly promote academic training account for a large proportion

Based on the domain name of the ad landing page, we analyzed the brand information of the ad and counted the number of ads for each brand information. We sorted out the top 15 key advertisers as shown in the figure below . Advertisers that mainly promote academic training accounted for a large proportion.

2. "English Fluency", "Banyu Picture Book", and "Eve Master" are gaining popularity

Based on the App Growing algorithm, we estimate the advertising spending of different educational apps, and compiled the top 10 rankings of cumulative advertising spending in August as follows.

"Speaking English Fluently", "Banyu Picture Book" and "Eve Master" have been strong in grabbing market share and ranked the top three. Language and children's learning apps are the key categories for top education apps.

3. Analysis of advertising placement of top 5 educational apps

Analysis of advertising placement of English Liulishuo

1) Overview of advertising

"English Fluency" prefers to use massive engine channels, and more than 90% of its advertisements are in the form of video ads.

2) Analysis of advertising creative points

Copywriting promotion points and popular copywriting

• Easy to learn

-Can’t remember words by rote? Try it here and memorize words easily!

• Speak

-If you have time to play with your phone, you might as well learn English for a few minutes every day and speak boldly!

• Zero Foundation

- No need to memorize words or learn grammar, just 45 minutes a day, learn English easily with zero basic knowledge

• Situational dialogue

- Learn these authentic dialogue situations and improve your spoken English

Creative Analysis

Elements: mainly video ads, showing English conversation scenes (including job hunting, work, life conversations, etc.), App teaching scenes, etc.

Analysis of Banyu Picture Book Advertising

1) Overview of advertising

"Banyu Picture Book" prefers to use Tencent's advertising channels, and more than 80% of its advertisements are in the form of picture ads.

2) Analysis of advertising creative points

Copywriting promotion points and popular copywriting

• Children's vocabulary

-Since downloading this software, my baby has learned a lot of English words!

-A 4-year-old child knows 500 words. It turns out that his parents used this method!

• Fun learning

- Learn English in an interesting way, fun and easy to remember

-Don't force your children to memorize English. This way of learning will be more effective.

• Refuse homophonic teaching

-Stop using the homophonic method to teach your children! Download this APP, your child can easily memorize 1000+ words

Creative Analysis

Elements: Cartoon patterns with Chinese and English, emphasizing the rejection of homophonic teaching

Analysis of Eve Master Advertising

1) Overview of advertising

"Master Eve" is mainly invested by ByteDance and Alibaba Huichuan, and more than 90% of the advertisements are in the form of video ads.

2) Analysis of advertising creative points

Copywriting promotion points and popular copywriting

• Fragmented learning

-Can't speak English when going abroad? 5 minutes a day, speak confidently!

• Learn English by watching movies and TV

-Is learning English through reading books ineffective? Experts in oral English at work strongly recommend this app!

-50 movies suitable for learning English, download the APP to learn

Creative Analysis

Elements: Mainly video ads, showing personalized English conversation scenes (such as saying love words in English) and App reading and learning practical scenes.

VIP Training Advertising Creative Analysis

1) Overview of advertising

"VIP Pei Lian" prefers to be placed on Baidu's information flow channel, and nearly 90% of its advertisements are in the form of picture ads.

2) Analysis of advertising creative points

Copywriting promotion points and popular copywriting

• Mobilize children to be active

-90% of children will not get bored if they practice piano like this! If you have a baby learning piano, you can take a look at this

-This piano practice method has suddenly become popular... Children are very active in piano practice without parents' supervision

• Low cost

-Are you still signing up for piano lessons that cost tens of thousands of dollars? It’s only 33 yuan per class here! Mobile phone can be used

• Parents worry-free

-Tens of thousands of dollars for piano lessons is too expensive? Here it’s 33 yuan per lesson, 1V1 tutoring for piano practice, moms can be free now!

Creative Analysis

Elements: Show more piano exam repertoires and real piano playing scenes

Analysis of the creative ideas of Xueersi Online School’s advertisement

1) Overview of advertising

Xueersi Online School mainly uses 360 Dianjing and Baidu Baitong channels, with 80% of the ads being in the form of images.

2) Analysis of advertising creative points

Copywriting promotion points and popular copywriting

• Free trial

-Recommend download and trial~

-University Town Summer Courses are now open, register to receive a free trial class

• Famous teachers lineup

-University Town’s summer courses by famous teachers, personalized online lessons by famous teachers who graduated from Peking University, Tsinghua University and Harvard, get them for free now!

Creative Analysis

Elements: Show children's learning scenes, highlight famous teachers, preferential prices, free classes, etc.

4. A number of question bank transformation apps are popular in the new semester

With the start of the school year approaching, apps that have transformed into question banks (i.e. question search and question bank apps) have also increased their advertising efforts. Apps that focus on tutoring key subjects such as elementary school mathematics and Chinese have seen a significant increase in rankings. Based on the data tracked by App Growing in early September (September 1st - September 10th), we have compiled the following 5 question bank transformation apps that were popular in early September.

In terms of creative advertising, the apps mentioned above are mostly video ads, mainly featuring parents helping their children with homework . The ads are vivid and interesting, making them more attractive. The creative ideas of related popular videos are summarized as follows:

*The above related advertising materials are derived from App Growing advertising intelligence tracking and are only used for research and analysis. The relevant copyright belongs to the original author.

author: Bella

Source: App Growing