Advertising | Analysis of the mobile advertising market in Q3 2020

Important holidays are concentrated in Q3, which brings a small peak to mobile advertising . So how did the entire advertising industry perform during the third quarter of 2020? What trends are showing in advertising across different industries? Which are the traffic platforms that advertisers are investing in the most? Are there any changing trends in gaming styles? Which top App advertisers are aggressively competing for traffic? Which industries do major advertising media mainly invest in?

This article starts with the key industries, top advertisers, mainstream traffic platforms and key media that advertisers invested in during Q3 2020, and specifically analyzes the overall advertising overview of the platform, advertising copy, App promotion rankings, advertising media intelligence and other aspects, to decipher the new changes in the mobile advertising market in Q3.

1. Overall mobile advertising trends in Q3

Judging from the number of advertisements placed in the second and third quarters, culture and entertainment, clothing, shoes and bags, games, education and training, and social and marriage industries are the key industries with the largest number of advertisements placed, with culture and entertainment ranking first. The rankings of games and social and marriage industries rose during Q3, with greater investment.

Taking the proportion of advertisements in the five major industries, education and training, finance, culture and entertainment, games, and comprehensive e-commerce in the total advertisements in the past year, we can find that culture and entertainment has been on an upward trend , while games have been slowly declining after reaching a peak in February, and the number of advertisements also increased in September.

The period before and after holidays and festivals is the peak season for game launches . During this period, users have more free time, the demand for mobile games increases, and the corresponding advertising competition pressure in the gaming industry also increases .

The following is a detailed analysis of the hotly invested gaming, finance, education and training, and direct-operated e-commerce industries during Q3.

II. Overview of advertising in key industries

2-1 Analysis of advertising in the gaming industry

During Q3, mobile games of the war, Three Kingdoms, and Journey to the West categories accounted for the highest proportion in terms of investment amount (estimated) . Among them, mobile games of the war category jumped to the first place in September, which was mainly due to the strong investment of multiple mobile games of the war category.

Judging from the data, the number of newly launched mobile games increased significantly during Q3, accounting for 74% of all mobile games, and advertising was strong. More than half of the newly launched mobile games were at the top of the rankings. Among the TOP10 mobile games with the most advertising in Q3, 6 were heavy mobile games .

2-2 Analysis of advertising in the financial industry

JD Finance and Alipay are still the top advertisers in the financial industry at the top of the list. Insurance brands basically make up the top 5 financial brands . The intensity of insurance advertising has increased significantly. In contrast, the lending brands that had strong advertising in Q2 have declined significantly.

JD Finance and DZH selected key apps in the financial industry to compare their traffic platforms and advertising material formats.

JD Finance mainly invests in Bytedance and Tencent Advertising , with pictures as the main form of material and videos as a supplement. Dazhihui mainly invests in Tencent Advertising , mainly placing picture ads.

2-3 Analysis of advertising in the education industry

The education industry as a whole is dominated by vocational skills training and academic examinations . Compared with Q2, the proportion of advertising for language training and K12 education has increased.

The proportion of advertisements in each sub-industry in each month of Q3 was counted separately. The number of advertisements for academic examinations and K12 education remained stable, while the proportion of advertisements for vocational skills training decreased month by month, and the proportion of advertisements for language training showed an upward trend month by month .

We selected key apps in the education industry, Hong En Literacy and BabyBus Children’s Songs , and compared their traffic platforms and advertising material formats.

More than 80% of the advertising campaigns of the two apps were launched on the Bytedance platform. In terms of the choice of advertising materials, both apps tend to use video materials , while BabyBus Nursery Rhymes uses more picture materials than Hongen Literacy.

2-4 Overview of advertising in the direct-sale e-commerce industry

Judging from the number of products and sales share, clothing, shoes and bags, daily necessities, and beauty and personal care products are the key categories in Q3. Among them, although the number of products of clothing, shoes and bags brands has increased, sales have declined. Catering and food, as a key category in Q2, still maintains leading sales .

Doudian, Tencent Maple Page, and Duxiaodian are still the three key channels for direct e-commerce advertisers in Q3. The top 10 best-selling products in each channel are as follows.

Tops, trousers and shoes are hot-selling in Doudian and Tencent Fengye channels, and 60% of the best-selling items in Dudian are daily necessities .

Let’s take a look at the new advertising trends on the mainstream traffic platforms and key media that advertisers invested in during Q3.

3. Analysis of key traffic platforms and media advertising

Tencent Advertising, ByteDance, and Sogou Star are the three major traffic platforms that advertisers invested in most during Q3. The following mainly shows an overview of advertising on Tencent Advertising and ByteDance platforms. Follow the App Growing official account and reply “1022 Quarterly Report” to receive the full version of “2020 Q3 Mobile Advertising Market Analysis” .

3-1 Tencent Advertising

During Q3, Tencent invested heavily in culture and entertainment, social and dating, games, and software applications . Among them, the number of advertisements in the culture and entertainment industry accounted for more than 40%, which is speculated to be related to the strong launch of multiple novels and short video apps .

In terms of the proportion of advertisements for key game styles, war, Three Kingdoms, and simulation mobile games have seen the largest investment .

3-2 Massive Engine

The four most popular industries on ByteDance are games, culture and entertainment, apparel, shoes and bags, and software applications. Among them, the most popular game styles are elimination, legend, and others (online earning, leisure).

In the Bytedance App Promotion List, the one that topped the list during Q3 was "Feng Du Xiaoshuo" .

3-3 Analysis of advertising placement in key media

The number of advertisements in the gaming, cultural entertainment, and education and training industries on QQ Browser is high, and the materials used are mainly pictures, supplemented by videos.

The hot investment industries on the Volcano version of Douyin are mainly culture and entertainment, games, and comprehensive e-commerce , and more than 90% of the advertising materials are video ads.

4. Analysis of key traffic platforms and media advertising

4-1 Keywords and popular copywriting in game industry advertisements

The copywriting keywords in the gaming industry are continuous draw, Brawl Stars, first month, Genshin Impact, and drop rate. It can be seen that Brawl Stars and Genshin Impact are the hot-selling mobile games during Q3, while other keywords mainly describe the gameplay and welfare activities of the game.

Popular advertising copy is as follows:

- Notice! Today's national experience officer Zhang Guoli recommends! You can insure 6 million yuan for 2 yuan in the first month

-3D modeling is so fun, it’s so fun to model and keep on shouting “I can do it!”

-Masters of chess and card games gather here to enjoy a different kind of chess and card fun together!

-This game is finally out, and my friends are going crazy for it!

-At the martial arts competition, there was one table for the Nascent Soul stage and one table for the Spiritualization stage. The young man said slowly: Where will the Supreme God level sit?

-I got into this with my bestie, and she ended up being promoted to imperial concubine, but I could only pay my respects to her! That doesn't make sense.

3-2 Keywords and popular copywriting in financial industry advertisements

The high-frequency words in financial industry advertising copy are first month, maximum loan amount, fastest, starting from X yuan, and X yuan guarantee . It can be seen that financial industry advertisements pay more attention to user benefits, using first month benefits, maximum loan amount, etc. to attract users to stay and convert.

Popular advertising copy is as follows:

-Buy boldly in full tomorrow, this type of stock may surge. It’s free anyway, so test it now!

-If you don’t buy it now, it will be gone! 3 yuan for the first month, 3.5 yuan and above for the next month! 3 million guaranteed!

- No need to borrow money randomly anymore, if you need money, just use Fenqi Le, contactless loan, the fastest payment is 1 minute

-How much room for growth do the stocks you hold have? Enter the stock code for free stock diagnosis!

- Change starts from now, 15 minutes a day, 12 yuan for 12 days of financial management lessons, say goodbye to the fixed salary

-It turns out that you can borrow money this way in Guangdong, but many people don’t know this!

4-3 Keywords and popular copywriting for education and training advertisements

The key words in the education and training industry are class, class hours, X yuan grab, original price, and value. The main purpose is to encourage users to sign up for learning by buying at low prices and offering discounts on class hours.

Popular advertising copy is as follows:

-In Guangdong, take a firefighting certificate exam and challenge an annual salary of 200,000. Let’s test whether you can pass it?

-Jinan University: Short-term adult undergraduate program has been opened, tuition fee is 3,980 yuan, and graduation certificate is doubled

-English enlightenment is actually not difficult! My kids love this APP for learning English by watching animations!

-Which technical school is good for junior high school students to attend, and what major is good for them to study?

- If you don't buy it now, you will miss the class. The original price is 499 yuan, now it's 9 yuan for 13 lessons. This area is limited to 100 people.

-I regret not letting my child learn GuaGuaLong English when he was 3 years old. I found out that his English thinking was so poor when he went to kindergarten.

4-4 Comprehensive e-commerce advertising copy keywords and popular copy

The comprehensive e-commerce keywords are JD.com, stop wasting money, good product evaluation season, free shipping, and mobile phones . It can be seen that the merchants on the JD.com platform have made great efforts in investment. The copywriting mainly uses platform activities and high-quality and low-priced products as selling points to attract users to place orders.

Popular advertising copy is as follows:

-Hot-selling canvas shoes, very tasteful

-greedy! Authentic farm-style sour beans! Chewy, delicious, tender and juicy!

-Car ice silk seat cushions direct sales from the manufacturer, only selling at clearance prices!

- Clearance sale! Solid wooden bunk beds are sold at cost price only! Totally worth it!

-Don't waste your money anymore! Come here to buy mobile phone case products are particularly affordable

-No need to go to the barber shop, this hair clipper is super easy to use and can save you a lot of money!

Author: App Growing

Source: App Growing