2018 Short Video App Distribution Insight Report!

The 2018 mobile Internet's annual "newcomer" - short video apps , are becoming an important traffic portal in 2018 thanks to their convenient content browsing, massive original content and increasingly large user base.

From the perspective of the characteristics of the industrial chain, in addition to the "explosive" number of users on the demand side mentioned above, the industry supply side (short video platform) has become increasingly mature in its operating model and the head effect has become increasingly obvious with the strong participation and layout of Internet "big-name companies", the upgrading of artificial intelligence technology, and the increase in the number of PGC/MCNs on each platform.

In addition, from the perspective of the mobile advertising market, short video apps are not only the top mobile advertising publishers, but also the advertising media favored by other industries. This report will analyze and provide insights into the characteristics of short video app delivery behavior in 2018 from two levels for your reference.

summary

1. Haokan Video is the short video app with the most content, and Tik Tok ranks second;

2. The amount of materials placed on short video platforms accounts for 17% of the total amount of mobile advertising materials;

3. Xigua Video and Douyin are the two media with the largest amount of material released among all short video platforms;

4. Mobile games account for the largest number of products launched on short video platforms, accounting for 66%; brand advertising accounts for 14%.

Next, let’s take a look at the 2018 Short Video App Delivery Insights Report (click to view larger image)

Conclusion

Advertiser level:

The number of materials released by short video apps has ranked fifth among all application apps. Short video apps have become the mainstream in the mobile advertising market, and the head-to-head effect is very obvious. This also shows that 2019 is a crucial year for the short video industry to transition from "many competitors" to "three-legged race".

Media placement:

Short video media are all on the TOP10 list of the number of materials and products launched by various mobile industry advertisers (mobile games, applications, and brand advertising). It is particularly noteworthy that the number of brand advertisements launched in short video media accounts for 14%. This also shows that: first, video advertising in short video media is breaking through the traditional situation of mainly "picture advertising"; secondly, with the richness of information conveyed by video advertising and the maturity of "smart recommendation" technology, it is attracting more and more attention from brand advertisers.

Source: Reyun Data (ID: reyunshuju)