Insights into advertising media advertising trends in Q3 2021

As the current leaders in short video, Tik Tok and Kuaishou have always been the top priority for advertisers. During Q3 2021, as the 818 e-commerce festival was in full swing, the Cyberspace Administration of China rectified APP pop-ups, and relevant officials from the Central Propaganda Department and the National Press and Publication Administration interviewed Tencent, NetEase and other gaming companies and platforms...

Q3: Summer vacation and the start of the school year are two hot marketing periods. What trends are shown in advertising placements on different advertising media? What kind of layout have App advertisers made to grab traffic?

Based on mobile advertising intelligence during Q3 2021 (07.01-09.30), we interpret the advertising trends of key advertising media in Q3 this year from the aspects of advertising media revenue overview, key advertiser rankings, advertising copywriting, etc.

Specifically speaking of the proportion of App advertising styles, in Douyin, other (casual & online earning) and simulation mobile games account for a higher proportion, with casual and simulation mobile games such as Momoyu, Clay Simulator, and 4399 Game Box ranking at the top.

Next in line are the fantasy, war, and legendary mobile games, which have similar proportions. Among them, Douluo Continent: Soul Master Duel, which was officially launched on July 9, and Fantasy New Zhu Xian, which was launched in June, were actively marketed and purchased on Douyin, standing out from a number of other (casual & online earning) and simulation mobile games, and successfully occupying the top 10 of the game app promotion list in Douyin's advertising media.

In the proportion of non-mobile game style apps, novels and comics, system tools, reading, platform e-commerce, and life services account for a relatively high proportion, but the distribution is relatively equal. In the ranking of non-mobile game app promotion lists, we can see that the top ten applications show a diverse ranking.

3) Street interviews and scenario-based Amway

With the growth of various anxieties and pressures in society, square dancing has become one of the offline entertainment methods for many young people, in addition to the elderly. By asking multiple people questions and having them answer them, emphasizing that "those of us who square dance know it all", and suggesting to users that "if you are interested in square dancing, you should also know it", the app is used to attract users to download the app.

5) Scene interaction, intuitive display of games

The game starts with a fierce battle between two opponents, making the game screen display less boring. The story is then connected naturally by the intervention of a third person who interrupts and asks questions.

In terms of mobile game APP advertising styles, Kuaishou has a large number of advertisements in the categories of "Others (Leisure & Online Games), Xianxia, ​​and Legends" , and they rank high.

In terms of APP promotion, Xianmeng Yunge also attaches great importance to the Kuaishou platform. It increased its investment during Q3 and successfully occupied the top two in the promotion list.

2) The contrast between fantasy and reality creates a dramatic effect

From the initial disdainful attitude towards the boss to the fantasy of sweet interaction with the boss, the psychological changes before and after falling in love are exaggerated, using the contrast effect to attract users to unconsciously immerse themselves in it; the boss uses his own experience to demonstrate the reliability of the dating software, stimulating the current young people's yearning for love.

5) The contrast of complex relationships attracts the audience's attention

Starting from the real difficulties of working away from home, in the complicated relationship, the ex-wife and the current wife generously take the responsibility of taking care of the children. The dramatic scenes and strong sense of contrast immerse the users in it, and finally naturally introduce the product introduction, understand the claiming channels, and guide the download.

6) Everyday plot, gentle atmosphere for selling goods

Apply the product to daily life scenarios, bring users closer with the image of cute children; personally test the practicality of the product, with weak promotion attributes and a gentle atmosphere; also use the consumer psychology of 618 discounts to stimulate users' shopping needs.

Author: App Growing

Source: App Growing