​Interpretation of the 2018 Mobile App Advertising Data Year-end Report!

Public data shows that global mobile application promotion spending has been rising year by year, with a projected compound annual growth rate of 16.2% from 2017 to 2022. As the industry entered the stock era in 2018, mobile application advertisers paid more attention to the efficiency and effectiveness of promotion, and gave more in-depth consideration to user retention and paid conversion issues, while simply attracting traffic was placed in a secondary position.

Based on the "Mobile Advertising Data in Southeast Asia, Hong Kong, Macao and Taiwan" tracked during 2018, the ZingFront data team compiled and released data analysis on advertising display and creative materials for games and application apps to provide reference for mobile application developers and advertising agencies. The following is an overview of the contents of this report.

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Apps in the Southeast Asian market are more active, and playable ads are growing significantly

(△ Distribution of mobile advertising in Southeast Asia)

(△ Southeast Asian application app advertising distribution)

According to SocialPeta data, in Southeast Asia's mobile app advertising in 2018, the activity of application apps was nearly twice as high as that of game apps, both in terms of advertisers and creative materials. Among them, shopping accounts for 36% of the application market, social, tools and entertainment rank second, third and fourth respectively, and news and education have the least advertisements.

In terms of games, strategy games have the highest share of advertisers, at 25%; followed by casino and action games, at 14% and 13% respectively, accounting for more than half of the entire market; role-playing, arcade, card and puzzle games follow closely behind, with an overall share of more than 30%.

From the perspective of creative materials for advertising, pictures and videos are the preferred methods considered by most apps when promoting their products. Among game advertisers, the iOS system presents 50% of video materials, and the growth rate of playable ads is extremely obvious; while the Android system prefers image materials, accounting for as much as 85%.

App advertisers have a similar trend, with iOS focusing more on video ads and Android focusing more on pictures. Among them, shopping materials have the highest share, accounting for more than a quarter of the market.

Apps and games are equally popular in the Hong Kong, Macau and Taiwan markets, with video ads having a clear advantage

In sharp contrast to Southeast Asia, mobile advertising in the Hong Kong, Macao and Taiwan markets is more evenly distributed, with applications and games accounting for almost the same proportion.

Among game advertisers, puzzle, arcade and action games account for more than half of the market share, among which action games rank third both in Southeast Asia and in Hong Kong, Macao and Taiwan. Among application advertisers, shopping accounts for 51%, far exceeding other categories, while finance, news and education are still the categories with the least ad impressions.

The advertising creative materials in Hong Kong, Macau and Taiwan are slightly different from those in Southeast Asia. Videos are more popular while the Android system is still relatively traditional. In terms of game materials, videos account for the largest proportion in both iOS and Android systems. In iOS, playable ad materials exceed carousels, while carousels account for a higher proportion in Android. Among them, puzzle game materials account for the largest proportion, accounting for 23%, followed by arcade, action and role-playing games.

There are big differences in application materials between iOS and Android systems. In iOS system, video materials account for more than half, followed by Html, and playable materials are equal to picture materials; while in Android system, carousel is the main form, and video accounts for a lower proportion. Among them, shopping materials account for as much as 51% of the market share, while social and entertainment materials account for a combined 26%.

Source: White Whale Out to Sea