Market analysis of mobile advertising during the National Day holiday

The celebration of both National Day and Mid-Autumn Festival brings both opportunities for explosive sales and pressure from increased industry competition for advertisers. Many advertisers even started promoting their events half a month in advance, just to seize the explosive growth opportunities during the double holidays and achieve rapid growth.

Which advertisers’ advertising strategies achieved outstanding results during the National Day holiday? What are the characteristics of advertising copy with high exposure? We have compiled the advertising data before and after the National Day holiday for advertisers' reference.

During the National Day holiday, industries such as culture and entertainment, games, and social and marriage investments have been strong. Among non-gaming applications , entertainment and reading apps have strong advertising investments.

According to statistics on advertising placement trends on key traffic platforms before and after the National Day holiday, during the National Day, the gaming industry's advertising efforts on the three major platforms increased to a certain extent , especially on Tencent Advertising.

The social dating and marriage industry has significantly increased its advertising investment in Bytedance and Tencent Advertising, and it is speculated that the demand for making friends has increased during the National Day holiday.

When it comes to specific industries, which top advertisers were aggressively competing for sales during the National Day holiday?

In order to better analyze the top advertisers, we have counted the top advertisers in the form of App promotion rankings and brand promotion rankings based on the two landing page promotion purposes of App downloads (guiding App downloads) and brand promotion ( attracting retention) .

In addition, we also tracked the off-site promotion data of flagship stores on the three major e-commerce platforms: JD.com, Tmall, and Taobao. Taking the data from the National Day holiday as an example, the following will help merchants quickly understand the flagship stores and delivery strategies that strongly promote and attract traffic outside the site.

01. App promotion ranking

The following only presents an inventory of the top advertisers in the four major sub-categories of social, shopping, news, and reading .

02. Brand promotion ranking

The following only presents the top advertisers in the four popular industries of education, finance, skin care and beauty, and automobiles during the National Day holiday.

03. Store promotion ranking

The following only lists the top 10 stores that Tmall and JD flagship stores have invested in on external platforms. According to the data, Tmall's hot stores are mainly beauty and personal care, and catering and food , while JD's hot stores are mainly digital appliances, and catering and food .

04. Taking advantage of the National Day hot spots

During the National Day holiday, which hot copywriting and advertising materials are worth paying attention to? The following is an analysis of popular copywriting and advertising materials during the National Day holiday.

1. Analysis of hot copywriting

Below we have selected industries that prefer to combine promotional elements such as "National Day" and "Mid-Autumn Festival" during the National Day, such as education and training, travel accommodation, life services, and comprehensive e-commerce, and conducted an inventory of hot copywriting keywords and corresponding advertising copy.

(1) Education and training: National Day special offer, National Day XX course, additional gift/extra gift/re-gift, gift box/teaching aid, free

-National Day special offer: Don’t wait until it’s gone and then regret it! Classes taught by famous teachers who graduated from Peking University and Tsinghua University, registration price is 9 yuan!

-Parents of children, please pay attention! GuaGuaLong Thinking offers 35 National Day special lessons for 49 yuan, hurry up and grab them

-This issue will be out of stock soon, grab 20 English lessons + thinking lessons + 2 gift boxes for 78, plus 30 National Day AI lessons

-【National Day Exclusive】Get 10 English classes + 30 National Day AI interactive classes for 49 yuan, plus a big gift box!

-【Study for postgraduate study while working】Tight on time? Make full use of the eight days of National Day to offer free postgraduate entrance examination courses. 27 places left

(2) Travel accommodation: National Day holiday, where to go during the National Day, travel during the National Day, National Day, Golden Week

-During this National Day holiday, there will be a super beautiful light and shadow show in Zhuhai. Are you excited?

-Where to go during National Day? Come to the Eight Countries Customs Garden and enjoy the exotic customs. Few people, close scenery, fun and inexpensive!

-Use Tongcheng Travel for your National Day travel. Hard-core subsidies are waiting for you, saving you time and money!

- Foshan National Day Ejina Populus euphratica forest tour 28 people pure play, National Day special offer 600/2 people, confirmed

-During the National Day Golden Week, enjoy 30% off on Taicang Cultural Tourism City. Make a reservation now!

(3) Lifestyle services: National Day and Mid-Autumn Festival, free shipping, National Day, National Day big discount, big prize

-Welcome National Day and Mid-Autumn Festival! China Unicom 40G high-traffic card, monthly rental is only 19 yuan, limited to 1,000 cards!

-[National Day Special Offer] If you don’t have time to go to the gym, you can use it to train your abdomen at home! Free shipping by SF Express!

- Experience the ancient costume photo shoot at a special price of 19.9 yuan during the National Day in Shanghai. Enter your mobile phone number to receive it first!

-Shaoxing Fifth Street Dance Studio, huge discounts for National Day are coming, come and sign up!

-National Day special offer, download the Midea Home App and win a grand prize for free! ! !

(4) Comprehensive e-commerce: National Day promotion, National Day carnival, National Day activities, hot items, crazy rush/get first/crazy rush

-National Day sale, clearance sale at a loss! While supplies last, only 1,000 pairs left

-【National Day Carnival】You will lose a lot if you miss it! Authentic big brand, now only 69 yuan, free shipping nationwide!

-【ANTA】National Day event, get a coupon for 499 or more and get 130 off, grab it now with such a good deal

- National Day big brand shopping, hot items as low as 199 yuan, up to 1107 yuan savings

-【National Day Early Purchase】I’ve been following this for half a year, and there’s finally an event, hurry up and grab a pair!

2. Hotspot creatives

We found that not many advertisers updated their materials to target festive hot spots during the National Day holiday. Most advertisers tended to test high-quality advertising plans in advance and keep their advertising campaigns relatively stable during the National Day holiday.

Below we have selected the most popular advertising materials in the gaming, travel accommodation, and comprehensive e-commerce industries during the National Day holiday.

(1) Games: Embedding “National Day” elements into videos

Advertisers in the gaming industry mostly use video materials, and there are three main ways to incorporate "National Day" elements.

① Insert a cover of about 2 seconds at the beginning of the original video material, and the cover image should contain the word "National Day".

② Reduce the size of the original video material and place it in the center of the screen, with the National Day welfare activities pictures mainly highlighted around it.

③ Some game advertisers who launch targeted National Day benefits will specially prepare introductions and methods for receiving the National Day online benefits to highlight the strong characteristics of the activities during the National Day.

(2) Tourism accommodation and comprehensive e-commerce: templated National Day materials

Compared with the gaming industry, the materials for tourism accommodation and comprehensive e-commerce tend to be templated. Most of them are based on daily delivery, applying festival-related templates and implanting "National Day" elements.

The above is a market analysis of mobile advertising during the National Day holiday .

Author: App Growing

Source: App Growing