Insights on the major mobile advertising platforms in Q1 2019!

This article takes the five major mainstream platforms of Tencent Advertising, Bytedance, Baidu Information Flow, NetEase Yixiao and Alibaba Huichuan as examples, starting from the changes in the scale of advertising , industry share analysis, copywriting routine summary and main inventory of top buying volume, to gain insight into the delivery code of traffic platforms.

Note: The data mentioned in this article are all derived from mobile advertising intelligence tracked by App Growing. The number of advertisements and the amount of advertisements (estimated) are used as the basis for judging the intensity of advertising. They are not completely equivalent to actual consumption and are for reference only.

1. Insights into Tencent Advertising

Among the advertisements placed by Tencent Advertising during Q1, the advertising volume in January was higher, remained relatively stable during the Spring Festival, and reached a small peak after the Spring Festival holiday.

It is speculated that advertisers were considering increasing sales at the end of the year and testing high-quality materials in advance, so the update of advertising materials was particularly obvious in January. During the Spring Festival, they sought stability in their advertising and reduced the release of new materials. The restart of advertising testing after the festival saw a small peak, and it became relatively stable in March.

Further analysis of the number of days the overall ads were released shows that more than 70% of the materials were released for 1 day , which shows that Tencent Advertising’s advertising materials are updated relatively frequently .

In order to further analyze the distribution of advertisers in different industries, the landing pages are intelligently classified based on AI technology and subdivided into event promotion (promoting brands or activities, collecting and attracting phone calls and consultations through forms), application promotion (landing pages guide the download of a certain App), e-commerce promotion (landing pages are for the sale of a certain product, such as second-tier e-commerce or the sale of goods on e-commerce platforms such as Taobao and JD.com), and the same below.

Among the advertisements launched by Tencent Ads in Q1, there is no obvious difference in the proportion of advertisements with landing pages for event promotion and application promotion. The number of event promotion advertisements accounts for 41.50%, while education and training, culture and entertainment, finance, skin care and beauty, and apparel, shoes and bags are the top five industries in terms of the number of advertisements on the platform.

Shock and exclamation, guiding attempts, and notification reminders are common advertising copywriting routines, and advertising copywriting that uses shock and exclamation routines accounts for 22.24% . "Free", "download" and "mobile phone" are the more frequently used words on Tencent's advertising platform.

Based on the algorithm, we estimate the advertising spending of each tracked App and sort out the top 10 gaming and non-gaming Apps in terms of advertising spending in Q1 on this platform. The same applies below.

Pinduoduo, Haokan Video and Kuaishou Video were the key app advertisers of Tencent Advertising during Q1, ranking among the top 3 non-game apps in terms of advertising expenditure (estimated). The fishing casual game "850 Chess and Cards Golden Toad Fishing" has a relatively strong investment, occupying the top spot in the game list of advertising investment amount (estimated).

2. Insights into Massive Engine Delivery

Since App Growing upgraded the ad tracking of the Bytedance advertising platform in March, the tracked ad data increased significantly. The advertising volume change table for March failed to truly reflect the actual situation, so only the changes in the advertising volume of the platform from January to February are presented here.

The number of advertisements placed by Bytedance during the Spring Festival showed a downward trend, but gradually recovered after the festival, with the volume of advertisements showing a small peak. Advertising creatives are also updated frequently, with only 6.28% of them running for more than 4 days in Q1 .

Since Bytedance’s e-commerce system is relatively complete, advertisements for the purpose of e-commerce promotion account for 45.01% . I believe that with the further improvement of Douyin's e-commerce volume-generating system, this proportion will continue to increase. The top five industries with the most advertisements are clothing, shoes and bags, skin care and beauty, games, culture and entertainment, and catering and food.

The main copywriting patterns used are guiding people to try and exclaim in shock , and “free” and “mobile phone” are high-frequency words in the platform’s advertising copy.

Among the top 10 apps with the highest (estimated) advertising spending on Bytedance, Toutiao apps (Toutiao, Xigua Video, and TikTok) all performed well. It can be inferred that ByteDance is leveraging Bytedance's massive traffic resources to distribute advertisements and direct traffic to its own product matrix in order to enhance the influence of several core products.

Casual games “Virus Elimination” and “Happy Match 3” also performed strongly, ranking first and second in terms of advertising spending (estimated) for gaming apps.

3. Insights into Baidu Information Flow Distribution

During Q1, the volume of Baidu's information flow advertising increased steadily, and the volume of advertising in March was relatively high. It can be inferred that the advertising competition on the platform was more intense in March, and the pace of advertising material updates increased. In terms of the number of days its overall advertising was released, the number of advertisements that were released for more than 4 days during Q1 accounted for 11.13% .

The focus is on advertisements for event promotion on the landing page, which account for 75.24% of the total number of advertisements, while education and training, home furnishing, gaming, investment and franchising, and finance are the top five industries in terms of the number of advertisements on the platform.

Legendary games have a strong presence on Baidu's information flow advertising platform. "Legend" is a high-frequency word in its advertising copy, and the word "free" is also used frequently.

Among the top 10 advertising platforms in terms of advertising spending in Baidu’s information flow (estimated), Pinduoduo, Meilele and Haokan Video ranked in the top three . The legendary game "Dragon City Battle" has a strong presence and ranks first in the list of game app advertising spending (estimated).

4. Insights into NetEase’s effective delivery

During Q1, the NetEase Yixiao platform experienced large fluctuations, and the pattern of changes in advertising volume was not obvious. During Q1, advertisements that ran for one day accounted for 41.50% . Compared with Tencent Advertising, Bytedance, and Baidu's information flow advertising platform, the update cycle of advertising materials is lower.

There is no obvious difference in the proportion of advertisements for event promotion and application promotion on the landing page, with event promotion advertisements accounting for 48.61% . Gaming, education and training, finance, comprehensive e-commerce, and tourism and accommodation industries are the top five industries in terms of the number of advertisements on the platform , among which the gaming industry has the largest proportion of advertisements, at 43.82% .

Similar to Baidu's information flow platform, legendary games have a strong presence on Baidu's information flow advertising platform, and "legend" is a high-frequency word in its advertising copy. The top three game apps in terms of advertising spending (estimated) are all legendary game series with Jackie Chan as the spokesperson ("One Sword Legend", "Big Brother Legend", and "Hot Blood High Explosive Edition").

5. Insights into Alibaba Huichuan’s advertising campaign

Since App Growing also upgraded the advertising tracking technology of Alibaba Huichuan Advertising Platform in March, the changes in the number of tracked advertisements failed to truly reflect the market situation. Therefore, only the changes in the advertising volume of the platform from January to February are shown here.

As can be seen from the figure, from January 7 to January 10, the advertising volume of Alibaba Huichuan showed a small peak. During Q1, the proportion of advertisements that were released for 1 day accounted for 55.20%, and 87.2% of the advertisements were released for no more than 4 days .

The landing page has a high proportion of advertisements for event promotion , accounting for 64.51% of the total number of advertisements. Games, skin care and beauty, clothing, shoes and bags, education and training, and finance are the top five industries in terms of the number of advertisements on the platform.

The words "legend" and "making money on WeChat" are high-frequency words in the platform's advertising copy. Legend-themed advertisements and online earning advertisements are more common on the Alibaba Huichuan advertising platform.

"Pinduoduo" topped the list of advertising spending on non-game apps on Alibaba Huichuan platform, while the three legendary games of the Blue Moon series ranked top 3 in advertising spending on game apps.

Tencent Advertising, Bytedance, Baidu Information Flow, NetEase Yixiao, Alibaba Huichuan Advertising Platform, education and training, and the gaming industry are the key advertisers, and being shocked and amazed, and guiding attempts are the more commonly used advertising routines on each platform.

The three major advertising platforms, Tencent Advertising, ByteDance, and Baidu Information Flow, all have materials that are released for one day that account for more than 60%, indicating that refined operations will become a trend in advertising.

Author: App Growing

Source: App Growing