Mobile Internet Advertising Market in 2019!

2019 is already more than halfway through.

Looking back at the first half of the year, what development trends have emerged in the mobile Internet industry? For marketers, in the second half of the year that has already arrived, what mobile marketing strategies should they adopt that are more suitable for them and more effective? This article will refer to Trustdata's "2019 First Half Mobile Internet Industry Development Analysis Report" and QuestMobile's "2019 China Mobile Internet Half-Year Report" to provide you with some practical interpretations of trends in the first half of 2019 and recommendations for investment in the second half of the year!

1. Which apps are targeted?

Trustdata's "2019 H1 Mobile Internet Industry Development Analysis Report" shows that in the first half of 2019, social (MAU ranking: WeChat>QQ>Momo...), e-commerce (MAU ranking: Taobao>Pinduoduo>JD.com>Xiaohongshu...), comprehensive video (MAU ranking: iQiyi>Tencent Video>Youku>Sohu Video>Bilibili...), short video (MAU ranking: Tik Tok>Kuaishou>Xigua Video>Huoshan Video...), audio (MAU ranking: Himalaya>Lazy Listening>Qingting FM...), news and information (MAU ranking: Toutiao>Tencent News>Sina News>Qutoutiao...) apps have the largest user scale; online education (Zuoyebang leads), anime reading (Kuaikan Comics leads), literary reading (Zhangyue leads), and automobile (Autohome and Dongchedi lead) apps have continued to grow in user scale, with unlimited potential. Therefore, if a brand has sufficient budget and wants to attract the most targeted traffic and expand its popularity in a short period of time, it can focus on these distribution channels.

In addition to the APP channel, QuestMobile's "China Mobile Internet 2019 Half-Year Report" shows that the number of mini-programs with more than one million users has doubled year-on-year, with more extensive application scenarios and more significant importance. Specifically, there are more mini-programs with more than one million users in the categories of games, utilities, life services, and mobile videos. Therefore, Meishujun recommends: In addition to APP media, brand placement can consider mini program channels (select appropriate mini program channels based on brand/product characteristics, crowd attributes, etc.) to target more precise groups and improve brand reporting effects.

Appendix: Different groups’ preferences for using mini programs

1) Mini programs for daily life services, games, videos, and shopping are preferred by all kinds of people;

2) Mini programs preferred by men: long videos in Piaoquan, Tencent News, city services, life payment, Dianping, JD shopping, etc.;

3) Mini programs preferred by women: Kugou, Pinduoduo, Kugou, Xiangni Photo Album, Tencent Photo Album, Blessing Circle, Xiaonian Gao, etc.;

4) Mini programs preferred by Generation Z: Zhixing Train Tickets (travel services), Ctrip (tourism services), Maoyan (life services), Hot Weibo (social networking), Baidu Netdisk (practical tools), KFC+ (life services), etc.;

5) Mini programs preferred by the elderly: Blessing Circle (tool), Xiaobandeng Group Photo Album (tool), Xiaoyin Video (video), Xiaonian Gao+ (video), Kugou Music (music), etc.

2. What are the potential/“unsaturated” markets?

QuestMobile's "China Mobile Internet 2019 Half-Year Report" shows that in terms of disposable income and consumer expenditure, the growth rate of rural residents is higher than that of urban residents, and the consumption potential of rural residents is promising; the sinking market has become the most important battlefield in the first half of 2019; in addition, Generation Z has become the main force on the mobile Internet stage, with the number of active users reaching 275 million... Therefore, Meishujun suggests: In addition to competing for the existing market, if brand marketing wants to find new profit breakthroughs, it needs to layout the corners more intelligently and quickly, and deeply explore the population value and consumption potential of the rural market, sinking market, and super new generation market.

Appendix 1: Behavioral preferences of people in rural/low-tier markets:

1) Mostly concentrated in pan-entertainment apps, such as short videos (TikTok, Kuaishou), reading (Zhangyue, Kuaikan Comics), games (Doudizhu, King of Glory), music (QQ Music, NetEase Cloud Music, Kugou), videos (Tencent, iQiyi, Youku, etc.), live broadcasts (Huajiao, Douyu), karaoke (Changba, Maichang), etc.;

2) Consumption characteristics include: being sensitive to prices and discounts; having requirements for quality; being willing to trust recommendations from acquaintances, etc.

Appendix 2: Behavioral preferences of Generation Z market population:

1) Interest tags: video, social networking, music, online shopping, games, information, learning, photography, reading, etc.;

2) Crowd labels: personality, curiosity, freshness, feelings, etc.;

3) Consumer labels: high appearance, strong sense of design, new products, recommendations, cross-border marketing, etc.

4) Top 10 APPs preferred by Generation Z (as shown below).

3. Traditional advertising VS Internet advertising?

According to CTR Media Intelligence data: From January to May 2019, China's advertising spending on all media and traditional media has been on a downward trend; in contrast, according to QuestMobile's "China Mobile Internet 2019 Half-Year Report": Although the growth rate of Internet advertising has slowed down, its effect in driving the growth of the advertising market is significant. Among them, the amount of mobile Internet advertising is gradually replacing the status of traditional media (such as television, newspapers, magazines, etc.) and has become a trend. Therefore, under such a trend, Meishujun believes that Internet advertising, especially programmatic advertising that is currently favored by more and more marketers, has subverted the transaction model, display model and audience exposure model of traditional advertising, and can achieve greater marketing effects. Therefore, it is undoubtedly a must-have choice for advertisers' future marketing!

In addition, as far as Internet advertising is concerned, the QuestMobile report also shows that the current Internet advertising structure is quietly changing, and the growth rate of emerging video and information flow advertising is higher than that of overall Internet advertising, and will occupy more advertisers' budgets in the future. Therefore, Meishujun recommends: video ads are dynamic and combine sound and images, which can provide advertisers with a more attractive way to tell stories, making their advertising effects more prominent than traditional display ads; and information flow ads can appear "silently" in the information flow content that users browse and read, making users more receptive to advertising while ensuring advertising effects. Therefore, in the future brand marketing process, the budget can be focused on these two forms of advertising to obtain high returns.

The future is here! I hope this article can give you a better insight into the changes and help you find new opportunities in the changes, so that you can open up new territories and foresee the future more wisely!

Related reading:

1. Marketing Promotion: Where did the idea for NetEase’s hit H5 come from?

2. NetEase’s secret to making popular products: the ability to continuously create popular products

Author: SaaS Cloud Platform

Source: AdxData