Advertising | Insights into advertising on traffic platforms in Q2 2020

What trends did advertising show on different traffic platforms during the second quarter of 2020? Which are the industries that the platform focuses on? 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 selects six major mainstream mobile advertising platforms, including Tencent Advertising, ByteDance, Baidu Information Flow, Baidu Baiqingteng, Sogou Xingyao and NetEase Yixiao , and starts from the overall advertising overview of the platform, advertising copywriting, Top 10 App advertising amount rankings, advertising media intelligence , etc., to decipher the advertising trends of mainstream traffic platforms in Q2.

Note: The data mentioned in this article are all derived from the mobile advertising intelligence we tracked. The number of advertisements and the amount of advertisements (estimated) are used as the basis for judging the intensity of advertising. They are not completely equivalent to the actual consumption and are for reference only. The Tencent advertising in this article does not yet include data from the two major traffic media, Moments and App Store, the same applies below.

Based on the advertising intelligence we tracked during Q2, we have compiled the distribution of advertising volume in the top five industries as follows. The culture and entertainment industry ranked first for three consecutive months , with its share steadily increasing. The share of the gaming industry declined significantly in May and June. Clothing, shoes and bags, and education and training had a prominent share of investment in May and June, ranking second and third respectively.

We selected five key industries during Q2 and compiled the top 10 applications in terms of advertising volume in each industry as follows.

(Click to enlarge the image)

01. Insights into Tencent Advertising

To further analyze the distribution of advertisers in different industries, we intelligently classify landing page materials based on AI technology, and subdivide them into event promotion (promoting brands or events, collecting and attracting phone calls and consultations through forms), application promotion (landing pages guide the download of a certain App), and e-commerce promotion (landing pages are for the sale of a certain product, such as second-tier e-commerce or the sale of goods on e-commerce platforms such as Taobao and JD.com), and the same below.

Among the advertisements placed by Tencent Advertising in Q2, advertisements for the purpose of application promotion still accounted for the largest proportion , at 50.82%; event promotion advertisements came second, at 39.85%, and e-commerce promotion advertisements accounted for 22.44%. The cultural and entertainment industry accounted for the highest proportion of advertisements, with education and training, games, finance, and social and marriage ranking in the top 5.

The top three most popular game styles are Xianxia, ​​Simulation, and Three Kingdoms. Among non-game styles, entertainment types such as novels and comics, reading, and live streaming have good momentum.

The word cloud chart of Tencent Advertising’s Q2 advertising copy is as follows:

Based on our advertising algorithm, we estimate the advertising spending of each tracked app and compile the top 10 gaming and non-gaming apps in terms of advertising spending in Q2 of Tencent Advertising. The same applies below. During Q2, Tencent Advertising's key app advertiser types were mainly live streaming, short video, novel reading, and live streaming. Douyu Live, Kuaishou Speed ​​Edition, and Qimao Free Novels ranked the top three in terms of non-game app advertising spending (estimated). The TOP10 mobile games are of heavy style, with "Legend of the Condor Heroes", "Sword and Expedition" and "Honor of Kings" ranking in the top three.

02. Insights into Massive Engine Delivery

Among the advertisements launched by ByteDance in Q2, event promotion and e-commerce promotion still accounted for the largest proportion, 41.59% and 39.54% respectively, application promotion accounted for 18.86%, and clothing, shoes and bags, games, culture and entertainment, daily necessities, and skin care and beauty were the top five industries in terms of the number of advertisements on the platform.

In terms of game style, Three Kingdoms and war-themed ads accounted for the majority, while simulation-themed ads declined significantly compared to Q1 (24.51%). The top three non-game categories are still live streaming, short videos, and novel reading.

The word cloud of the advertising copy of Massive Engine in Q2 is as follows:

Among the top 10 apps with the highest advertising spending (estimated) on the ByteDance platform, TikTok, TikTok Speed ​​Edition, and Zhadui Novels were the key app advertisers on ByteDance during Q2, ranking among the top three non-game apps with the highest advertising spending (estimated). The TOP10 games are mainly of the Three Kingdoms War, Journey to the West and other styles. "Rate of War", "Fantasy Westward Journey" and "Brawl Stars" dominate the top three game apps.

03. Insights into Baidu information flow delivery

More than 90% of the advertisements on Baidu's information flow platform are for the purpose of event promotion. Finance, skin care and beauty, education and training, catering and food, and home furnishings are the top five industries in terms of the number of advertisements on the platform, with the financial industry accounting for a prominent proportion.

The most popular game apps tend to be heavy in style, with war, fairy tales, and fantasy occupying the top three. The non-game apps tend to be life-oriented, mainly renting and buying houses, life services, and second-hand transactions.

The word cloud of Baidu information flow Q2 advertising copy is as follows:

Among the top 10 advertising platforms with the highest amount of advertising spend in Baidu’s information flow (estimated), Beike, Pinduoduo, and Inke Live ranked in the top three. The top game styles on this platform are mostly Journey to the West, Xianxia, ​​and Fantasy. "Daoyou Qingxiu" and "The Sixth Heaven Demon King" are firmly in the top three, and "Sword and Expedition" ranks third in the advertising expenditure list.

04. Baidu Baiqingteng advertising insights

Advertisements on Baidu Baiqingteng landing page for event promotion account for as much as 95.63%, while application promotion and e-commerce promotion account for a small proportion. The gaming industry had the highest investment share of 15.70%, followed by education and training at 10.84%.

The main game styles are war, Three Kingdoms, and animation. Non-game apps are mainly life applications such as renting and buying houses, second-hand transactions, and life services, accounting for about 30%. Platform e-commerce and discount sales have declined significantly compared to Q1.

The word cloud of Baidu Baiqingteng Q2 advertising copy is as follows:

Among the top 10 advertising spending amounts (estimated), "Dui Zhuang Feicui", "Beike Zhaofang" and "Weipaitong" are the top 3 in terms of Baidu Baiqingteng advertising spending amounts in Q2. The overall popularity of ReTou mobile game apps is relatively heavy, and "Fishing Between Fingers" dominates the first place in the game spending ranking.

05. Insights on Sogou Xingyao Advertising

The platform’s landing page has the highest proportion of advertisements for event promotion, accounting for 95.34%. Education and training, investment and franchising, games, home furnishings, and corporate services are the top five industries in terms of the number of advertisements on the platform, with the education and training industry continuing to rank first, accounting for 15.99%.

More than 70% of the hotly invested game styles are board games. Live streaming, lifestyle services, and short videos rank the top three non-game app styles. Compared with Q1, the top styles are quite different.

The word cloud of Sogou Xingyao Q2 advertising copy is as follows:

"Sogou Films", "Bituo Global" and "Xinsheng Gold" ranked the top three in the advertising amount list of non-game apps on the Sogou Star Platform. Most of the games on the list are chess, card and legendary mobile games. "One Sword Explodes R8 Times Recycling", "850 Games" and "Blue Moon Supreme Edition" occupy the top three places in the game rankings.

06. Insights into NetEase’s Efficient Delivery

During Q2, NetEase Yixiao had more advertisements for the purpose of event promotion, accounting for 85.23%, while application promotion and e-commerce promotion accounted for a lower proportion. The distribution of the number of advertisements was quite different from that in Q1. The real estate industry was the hottest industry for investment in Q2, accounting for nearly 60%. The hotly invested game app styles are still focused on heavy styles such as war, Three Kingdoms, and fantasy. Among non-game apps, financial-related apps such as financial management, lending, payment and accounting are strongly promoted. News and information ranked fourth, a significant decline compared to Q1.

The word cloud of NetEase Yixiao’s Q2 advertising copy is as follows:

Among the top 10 advertising expenditures (estimated) on NetEase Yixiao platform, The Economist, Dui Zhuang Feicui and Didi Chuxing ranked in the top three. The games on the list are all heavy mobile games such as War of Three Kingdoms, Journey to the West, Xianxia, ​​and Legend. "Fantasy Westward Journey", "Zhengtu 2", and "Rate of Kingdoms" are strongly launched.

Author: App Growing

Source: App Growing