Tencent Advertising Game Industry July Buying Volume Monthly Report & Product Dynamics

This article shares with you Tencent’s July advertising and gaming industry buying volume report and product dynamics , showing you the surging gaming buying volume market through Tencent’s official game advertising big data statistics.

Want to know which game categories have received the most investment recently? Want to know what the main traffic of Legend RPG is? Want to know the latest product news? Let’s take a look together below! (PDF document download attached at the end of the article)

1. Data changes brought about by market growth

◆ Market dynamics: Android

Activation bid trend (2020/06): Tencent News bid dropped significantly, while the rest remained stable

Paid bidding trends (2020/06): Tencent News bids dropped significantly, while WeChat bids rose slightly

Main investment specifications of Android-based gaming industry in June 2020

◆ Market dynamics: iOS

Activation bid trend (2020/06): The overall market bid increased, and Tencent News increased significantly

Paid bidding trend (2020/06): XQ bids increased significantly, while U-Volume Exchange decreased

Main investment specifications of iOS gaming industry in June 2020

◆ Market dynamics: Changes in the structure of each traffic category

2020/06 XQ

Compared with last month, the investment in Legendary products decreased slightly, while other categories remained stable.

2020/06 WeChat

Compared with last month, the number of Legendary RPG and Xianxia RPG decreased

2020/06 U-Share

Compared with last month, Xianxia RPG increased, while Legend RPG and light casual decreased

2020/06 Tencent Video

Compared with last month, the number of legends decreased, and the number of palace fights increased

2020/06 Tencent News

Compared with last month, the number of legends has dropped significantly, while the number of palace fights has increased

Data source: Tencent advertising and gaming industry traffic consumption by category, June 2020

◆Category launch dynamics: Category consumption ratio (Android)

The structure of Android consumables is stable

Legend, Xianxia, ​​and Role Cards are firmly in the top 3

At the end of June, Legendary RPG dropped significantly, character cards increased, and the rest remained stable

Among the top 3 categories, Xianxia RPG and role card games declined, while Legend RPG remained stable.

◆ Category launch dynamics: Category consumption ratio (iOS)

Cards and legends are the main consumable categories on iOS, followed by light fantasy RPG and fairy tales.

At the end of June, the number of casual games and role-playing card games dropped significantly, while the number of ACG games and war strategy games increased.

Among the activation costs of TO3 categories, Xianxia RPG increased, War Strategy decreased, and Legend RPG remained stable

Data source: Tencent advertising game industry consumption share and trend of each category

Time period: 2020. 06.01-2020.06.30

2. Key product updates and usage guides for June

1. The new AD.QQ.COM platform continues to upgrade

1) Continuous improvement in the convenience of delivery management:

2) Continuous upgrading of data analysis capabilities:

The crowd package report capability is now available, supporting detailed analysis of package dimensions:

• Support viewing the overall effect of the account of the crowd package

• Support viewing the segmented effect data under the group package

【Excellent case study of WeChat traffic delivery】

Excellent case 1: Recent advertising performance of a fairy-tale game

ADQ-WX advertising consumption scale is steadily expanding

After testing the ADQ platform on WeChat, the customer effect was significantly improved

Excellent case study 2: Recent advertising performance of a card game

ADQ-WX quickly improves advertising efficiency

ADQ-WX advertising consumption scale is steadily expanding

Efficiency increase, continuous customer optimization, better results

3)

The material analysis report is launched, focusing on material data analysis

Materials: videos, pictures, etc. used in advertising.

[Single Account Material Analysis]

The materials with the same material ID under the same account are an aggregated statistical entity.

【API Usage Guide】

● Involved interface: daily_reports/get

● Parameters involved:

➭ Reporting dimension (level):

level=REPORT_LEVEL_MATERIAL_VIDEO (video material report)

level=REPORT_LEVEL_MATERIAL_IMAGE (Image material report)

➭Supported aperture (time_line):

REQUEST_TIME, REPORTING_TIME, ACTIVE_TIME

➭Support aggregation (group_by): site_set (delivery slot)

【 Cross-account material analysis 】

When the same material is uploaded to different accounts, the material ID is different, but the material md5 is the same. When downloading a report, the default download source unique identifier MD5 is used for cross-account data aggregation.

4) Video playback report is launched, with detailed video playback progress indicators

Entry: Video metrics are only provided in the report scenario of the layout

【Data indicators】

【 API Usage Guide 】

● Acquisition method: By setting groupby site_set, obtain the site report at the relevant level, and specify the relevant indicators in the site report

● Involved interface: daily_reports/get

● Level involved:

REPORT_LEVEL_ADGROUP/REPORT_LEVEL_AD/REPORT_LEVEL_ADGROUP/REPORT_LEVEL_CREATIVE_TEMPLATE

● Group by: site set (the returned fields also need to specify the site set)

● Time line: REQUEST_TIME

Among them: The effective video playback volume index can be obtained without specifying site_set

2. Data reporting upgrade

AMS's new conversion data reporting process is now available in grayscale, eliminating the need to configure multiple platforms such as DMP/MKT-API/click forwarding tools, making docking simpler and more efficient.

【API connection process】

In just 3 steps, the optimizer can complete the configuration and joint debugging independently

【SDK docking process】

Process integration, one-stop solution for SDK access, click-to-post, and joint debugging

Core advantages of the new version of conversion data reporting:

【Excellent case study of WeChat traffic delivery】

Upgrade process:

For upgrading old processes and docking with new customers, you can contact sales/operation groups for special guidance and docking according to the following process. Usually, development takes 3 days, and switching + logarithm completion takes 8 working days.

Advanced Guide:

After upgrading the report, use click forwarding and channel packages to build reports in combination with MKT-API

Author: Tencent Advertising Game Marketing Consultant

Source: Tencent Advertising Game Marketing Consultant