In-depth analysis of advertisers’ buying volume in the education and training industry in 2019!

Since 2017, live classes have emerged and the business model has been established, and online education has gradually embarked on the road of large-scale monetization. In 2018, with the initial formation of a competitive landscape and the intervention of national policies, online education has entered an initial mature stage.

According to iResearch Consulting data, the scale of China's online education market reached 251.76 billion yuan in 2018, a year-on-year increase of 25.7%. The scale of China's online education users reached 135 million in 2018, a year-on-year increase of 23.3%. It is expected that the scale of the online education market and the growth rate of users will decline in the next 3-5 years, but the growth momentum will remain steady.

We believe that the steady growth of online education is breaking the space and time resources of the education and training industry, allowing more teachers and knowledge resources to be connected with each other, which will drive the healthy development of the education and training industry.

In the online education market, higher education and vocational education account for 80%, and the K12 market is growing significantly

Adult education and training have always been a rigid demand in scenarios such as improving academic qualifications, job hunting, and obtaining certifications. Higher education and vocational training account for about 80% of the entire online education market.

With the upgrading of educational awareness and improvement of consumption capacity of the new generation of parents born in the 1980s and 1990s, the natural familiarity of the new generation of children with the Internet, and the birth of a new demographic dividend due to the second child policy, the market size of K12 online education is growing rapidly. It is estimated that by 2022, the proportion of K12 education will increase to about 28%.

How can the education and training industry, which is experiencing rapid development, reach its target users more efficiently? What are the market characteristics in terms of advertising ?

Based on the education and training advertisements tracked from January 1 to April 30, we decoded the marketing rules of advertising in the education and training industry.

Note: In order to more accurately analyze the advertising situation in the education and training industry, the relevant industry data mentioned in this report will be based on the overall advertising data of the education and training industry on these 10 advertising platforms as the basis for the overall advertising analysis of the education and training industry, the same below.

1. Overview of advertising in the education and training industry

1) Traffic platforms preferred by advertisers in the education and training industry from January to April

Based on the statistical analysis of the number of education and training advertisements we tracked from January to April, we have compiled the traffic platforms that advertisers in the education and training industry prefer as shown in the figure below.

On Tencent Advertising, Baidu Information Flow, Sogou Singularity, Zhihu, and Dongqiudi platforms, the number of advertisements in the education and training industry accounts for more than 15%, and education and training is a key industry advertiser.

2) Inventory of key advertising positions on various traffic platforms in the education and training industry

By counting the number of advertisements in different resource positions of education and training industry advertisements on various traffic platforms, the key resource positions of education and training industry advertisements are sorted out as follows.

3) After the Spring Festival holiday, the number of advertisements in the education and training industry increased significantly, but the momentum gradually weakened at the end of March 

The following figure shows the changes in advertising volume in the education industry that we tracked from January 1 to April 30. During the Spring Festival holiday (January 31st - February 11th), there was a significant decrease in education and training advertisements. It is speculated that education and training advertisers did not pay much attention to Spring Festival holiday marketing and their investment efforts declined.

Overall, the number of ads served on iOS and Android devices during the period also showed relatively consistent fluctuations.

4) Advertisers in the education and training industry pay more attention to advertising on Android devices

Statistics on advertising on different devices show that advertisers in the education and training industry pay more attention to advertising on Android devices , with the number of advertisements accounting for 68.6% of the total number of advertisements and the advertising amount (estimated) accounting for 75.5% .

5) Education and training industry advertisements are mainly for consultation, accounting for more than 90% of the total number of advertisements

Analyze the landing pages of each advertisement, and segment them according to different promotional purposes, such as app download (landing pages guide users to download), product sales (landing pages guide users to purchase products), and brand activities (landing pages guide users to leave inquiries).

Among the education and training industry advertisements placed in January-April, the majority were for residence consultation , accounting for 92.2% of the total number of advertisements, while application download advertisements accounted for 5.0% .

6) Nearly 70% of the education and training industry is “one-day material”

The cumulative number of days that single ads were run from January to April was counted. Among them, 68.83% of the ads were run for 1 day, and the proportion of ads that were run for more than 5 days was only 8.27%. It can be seen that the life cycle of advertising materials is relatively low .

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

my country's education industry is a large industry with an annual output value of trillions of yuan. There are numerous sub-sectors and they overlap with each other. For the convenience of analysis, the education and training industry is further divided into seven categories: early education/preschool education, K12 education, academic examinations, vocational skills training, language training, overseas study consulting, and interest training.

1) Academic examinations and vocational skills training are the main advertisers, accounting for more than half of the total number of advertisements

In the overall education and training industry advertising, advertising in the academic examination and vocational skills training sub-industries is relatively strong, accounting for 53.8% of the total number of advertisements.

The proportion of advertisements in each sub-type on the major mainstream traffic platforms is slightly different, but they are all dominated by advertisements for academic examinations and vocational skills training. Among them, the total proportion of academic examinations and vocational skills training advertisements on the Dongqiudi platform reaches 75% .

2) The education and training industry as a whole mainly uses single-image materials, and language training advertising video ads account for a relatively high proportion

Advertisements in various sub-categories of the education and training industry are mainly in the form of pictures (single pictures) , accounting for more than 30% . Compared with other categories, language training advertisements pay more attention to video advertising.

3) The education and training industry as a whole mainly uses information flow advertising, while academic examinations focus on banner advertising

Advertisements for various sub-categories in the education and training industry are mainly in the form of information flow ads, while academic qualification exams focus on the placement of banner ads.

3. Inventory of top advertisers in the education and training industry

1) Among the top advertisers of non-app download ads, a large proportion of them mainly promote academic training.

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 following key advertisers as shown in the figure below (ranking in no particular order). Advertisers that mainly promote academic training accounted for a high proportion.

2) Inventory of top advertisers in app download ads: Banyu Picture Book and English Fluency are the most popular

① In the overall app download ads, educational apps do not account for a significant proportion

The brand information of the apps to which each advertisement belongs is collated, and the proportion of educational apps in the overall app download ads is further analyzed.

Among the overall app download advertisements, educational apps did not perform well, with the number of apps accounting for 1.64%, the number of ads running accounting for 1.49%, and the advertising amount (estimated) accounting for 0.87%.

② "Banyu Picture Book" and "English Fluency" continue to gain strong sales

During the period from January to April, "Banyu Picture Book" and "English Fluency" ranked among the top 3 in the advertising amount (estimated) ranking for 3 months, continuing to attract sales.

③ Review of the top 20 advertising spending from January to April, with language training and early childhood education apps as the focus

Based on an algorithm to estimate the advertising amounts for different educational apps, we compiled the top 20 mobile game promotion rankings by cumulative advertising amounts and number of ads from January to April.

Among the top 20 apps by advertising spending (estimated) from January to April, there are 7 apps in each of the language training and early childhood education categories, which are the key categories of educational apps.

④ Counting the top 20 advertisements from January to April, "Homework Helper Parent Edition" topped the list

3) Education and training industry, inventory of key promotion types for product sales

① On Tencent advertising platform, Dianping’s local courses are highly recommended

② On the ByteDance platform, college entrance examination/high school entrance examination exercises, smart learning machines, and copybooks are the hot categories

4. Analysis of creative advertising in each sub-category of the education industry

Based on the education and training advertisements we have tracked, we have summarized some of the commonly used routines, as follows.

1) Analysis of preschool education advertising

2) Analysis of K12 education advertising

3) Analysis of academic examination advertising

4) Analysis of vocational skills training advertising

5) Analysis of interest training advertising

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Author: App Growing

Source: App Growing