Analysis of mobile advertising market in Q3 2021

In Q3 2021, the gaming, short video, e-commerce live streaming, and online education industries are booming. In contrast, advertising in the gaming industry remains strong. In addition, China's new consumer brand track has emerged, and industries such as tea drinks, national trend products, and children's clothing, as well as comprehensive e-commerce and life services, are booming. How to gain a foothold in the new trend and formulate marketing strategies for brands to bring traffic growth is a challenge and an opportunity for those involved in advertising.

We deeply interpret the development and changes of the mobile advertising market during Q3 2021 (07.01-09.28) from three aspects: market size, advertising and download conversion , to help mobile advertising practitioners understand the new direction of online marketing promotion in Q3 2021.

01 Overall traffic in Q3 2021

During Q3 of 2021, we monitored a total of 36 million+ advertisements running across the entire network. During Q3, the number of advertisements peaked in June and dropped to 15.5 million+ in July. It is speculated that the decline in summer marketing enthusiasm is also one of the reasons for the downward trend in the number of advertisements.

02 Analysis of advertising placement in key industries

We focused on analyzing the gaming, novel reading, comprehensive e-commerce and financial industries.

Among them, advertising in the gaming industry has declined since reaching its peak in July, and the buying power of newly launched mobile games has been relatively strong. The number of advertisements for novel reading in each month has decreased compared with last year, with the decline in September being more obvious.

On the other hand, the advertising intensity of e-commerce apps that focus on "low prices and affordable prices" was relatively stable during Q3. In the financial industry, advertising for stocks and financial management apps remains strong, with the overall share of advertising increasing year-on-year and decreasing month-on-month.

03 Traffic platform/media placement insights

In the advertising campaigns of ByteDance and Tencent Advertising Platform, the gaming industry remains strong and occupies the top position. It is worth noting that the medical health and financial industries are the leaders in terms of the number of advertisements placed in Baidu's information flow.

In Q3 2021 , system tool applications became the key advertisers of Bytedance, while the applications with stronger advertising investment in Tencent Advertising and Baidu Information Flow were for renting and buying houses and platform e-commerce applications .

04 Analysis of key advertisers

An analysis of the key apps with a significant increase in advertising in Q3 2021 found that the key advertising platforms for Fantasy New Zhu Xian, Qimao Free Novels, and Anjuke were all Tencent Ads.

The platforms that advertisers of PuPu and Tiantian Weather mainly choose are Bytedance and Toutiao respectively. Zhenai.com has a relatively even distribution of advertisements on various platforms, with Baidu Information Flow accounting for the largest proportion.

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Author: App Growing

Source: App Growing