Q4Which industries are hot investments in major traffic platforms? Advertising intelligence insights

The fourth quarter of 2019 has just passed. What trends are shown in advertising on different traffic platforms? Which are the industries that the platform focuses on? Which top App advertisers are aggressively competing for traffic? Which industries do major advertising media mainly invest in?

This article selects the six major mainstream mobile advertising platforms, including Tencent Advertising , ByteDance, Baidu Information Flow, Baidu Baiqingteng, Sogou Xingyao and Ali Huichuan , and starts from the aspects of advertising overview, advertising copywriting, Top 10 App advertising amount rankings, advertising media intelligence, etc., to decipher the advertising trends of various mainstream traffic platforms in Q4.

Note: The data mentioned in this article are all derived from mobile advertising intelligence tracked by App Growing. 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 actual consumption and are for reference only.

Based on the advertising intelligence we tracked in the second half of the year, we have compiled the distribution of advertising volume in the top five industries in Q3 and Q4 as follows. The gaming and education industries declined significantly in Q4. It is speculated that these two industries invested heavily during the summer vacation in Q3, but reduced their investment in Q4. The proportion of apparel, shoes and bags, culture and entertainment, and skin care and beauty industries increased during Q4.

1

Insights on Big Data Engine Delivery

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 launched by ByteDance in Q4, advertisements for the purpose of e-commerce promotion accounted for the largest proportion, reaching 53.38%, event promotion advertisements accounted for 34.20%, and application promotion advertisements accounted for 12.41%. Apparel, shoes and bags, skin care and beauty, education and training, culture and entertainment, and games were the top five industries in terms of the number of advertisements on the platform, with apparel, shoes and bags accounting for as much as 23.42%.

From the word cloud chart of the advertising copy, we can see that "free", "cost-effective", "subsidy", "hundreds of billions" and other words are high-frequency words in the advertising copy of this platform. Further investigation reveals that during Q4, Juhuasuan vigorously placed advertisements on this platform. The popular copy is "Juhuasuan cost-effective and hundreds of billions of subsidies, the official is crazy! iPhone is reduced by 1,000, look at Juhuasuan for low prices", "End-of-year benefits, Juhuasuan hundreds of billions of subsidies, it's really a good deal, super cost-effective!" and so on.

Based on the advertising algorithm, we estimate the advertising spending of each tracked App and compile the top 10 gaming and non-gaming Apps with the highest advertising spending in Q4 on Bytedance. The same applies below. Tik Tok, Toutiao and YY were the key app advertisers of ByteDance during Q4, ranking the top three non-game apps in terms of advertising spending (estimated).

There are many styles of TOP10 mobile games, with the two-dimensional "Slam Dunk", the legendary "Blue Moon Supreme Edition" and the card "Young Three Kingdoms 2" ranking in the top three of the game list.

2

Tencent Advertising Insights

Among the advertisements placed by Tencent Ads in Q4, those for application promotion accounted for the largest proportion, reaching 49.7%, followed by event promotion ads at 30.8%, and e-commerce promotion ads at 19.76%. Culture and entertainment, clothing, shoes and bags, finance, education and training, and games were the top five industries in terms of the number of advertisements on the platform.

"Red envelope", "mobile phone", "clean up", "free", and "insufficient memory" are high-frequency words in the platform's advertising copy. Further investigation of the advertising copy revealed that during Q4, many software programs vigorously promoted various types of red envelopes on the platform, such as "Read the news to get red envelopes! Get red envelopes for walking! You can even get red envelopes while sleeping or walking!", "Watch videos to get red envelopes, free red envelopes are waiting for you!", etc.

Among the top 10 apps with the highest advertising spending (estimated) on Tencent’s advertising platform, Pinduoduo, Kuaishou, and Qimao Free Novels still occupied the top three spots in Q4. Most of the apps on the list were short video, reading information, and social apps. The legendary game "Retro Legend", the two-dimensional card game "Goddess of Origin", and the sports competition game "Decisive Football" also performed relatively strongly.

3

Baidu information flow delivery insights

More than 90% of the advertisements on Baidu's information flow platform are for the purpose of event promotion, and education and training, investment and franchising, home furnishings, clothing, shoes and bags, and skin care and beauty are the top five industries in terms of the number of advertisements on the platform.

"Free", "franchise", "manufacturer", "wall panels" and other high-frequency words are used in its advertising copy. It can be seen that investment and franchise advertisements, especially those in the home furnishing industry, have been heavily invested in Baidu's information flow advertising platform.

Among the top 10 advertising platforms with the highest amount of advertising investment in Baidu’s information flow (estimated), Pinduoduo, Baidu Mobile Assistant and Beike Real Estate ranked in the top three. The top games on the platform are heavier in style, and the large-scale fairy-tale game "Douluo Dalu" is still strong in grabbing volume, ranking first in the list of game app advertising expenditure (estimated). "Xia Ke Feng Yun Zhuan Online" and "Demi-Gods and Semi-Devils Honor Edition" also followed closely behind and ranked second and third.

4

Baidu Baiqingteng advertising insights

During Q4, advertisements for event promotions on Baidu Baiqingteng platform landing pages accounted for the largest proportion, reaching 97.41%, while application promotions and e-commerce promotions accounted for a smaller proportion. Games, education and training, skin care and beauty, medical health , and digital appliances are the top five industries in terms of the number of advertisements on the platform, among which the gaming industry accounts for the largest proportion of advertisements, at 24.64%.

"Game", "download", "mobile phone", "chess and card games" and other words are high-frequency words in the platform's advertising copy in Q4. It is speculated that chess and card mobile games have placed more advertisements on Baidu Baiqingteng this quarter.

Among the top 10 apps by advertising amount (estimated), Pinduoduo, Duizhuang Feicui and Anjuke ranked in the top three, and most of the apps on the list were related to life, travel, shopping, and tools. Heavy games such as the war strategy game "King of Chaos", the fairy-tale game "Furious Cultivation", and the legendary game "Retro Hero Edition: Hero Attack" are at the forefront of game apps.

5

Sogou Xingyao Advertising Insights

The platform’s landing page has the highest proportion of advertisements for event promotion, accounting for 92.68% of the total number of advertisements. Education and training, investment and franchising, finance, comprehensive e-commerce , and software application industries are the top five industries in terms of the number of advertisements on the platform, and the education and training industry still has the highest proportion, reaching 22.16%.

"Join", "high quality and low price", "guarantee" and other words are high-frequency words in the platform's advertising copy. Further inquiries found that industry advertisements for investment and franchising are more common on the Sogou Xingyao advertising platform. Popular copywriting is "Kitchen appliance franchise, 2019 franchise, 0 yuan franchise, franchise and free car and rebate!", "Kaiyuan non-woven fabric wholesale high quality and low price" and so on.

"VIPSHOP", "Sogou Films" and "Toutiao" ranked the top three in the advertising expenditure list of non-game apps on Sogou Star Platform. "Blue Moon Supreme Edition", the war strategy game "Siege Chronicles", and the chess and card game "Sea King Fishing" topped the game rankings.

6

Alibaba Huichuan Advertising Insights

During Q4, the platform had a large number of advertisements for the purpose of event promotion and application promotion, while games, skin care and beauty, education and training, comprehensive e-commerce, and finance were the top five industries in terms of the number of advertisements on the platform.

"Zombie", "novel", "legend", "mobile game", "starting" and other high-frequency words are used in its advertising copy, which shows that reading applications and legendary mobile games are heavily invested in this platform.

Among the top 10 advertising platforms (estimated) on Alibaba Huichuan, Pinduoduo, Qimao Free Novels and Anjuke ranked in the top three. The shooting game "PlayerUnknown's Battlegrounds", the war strategy game "Game of Thrones: Winter is Coming", and the fantasy game "Perfect World" ranked in the top three of the game list this quarter.

7

Inventory of the top ten advertising media key industries

Based on the mobile advertising intelligence tracked during Q4, we further calculated the number of advertisements in each industry for each advertising media, and sorted out the distribution of the number of advertisements in key industries of the top ten advertising media in Q4 as follows. Apparel, shoes and bags, education and training, culture and entertainment, skin care and beauty, and games are the key industries targeted by major media.