The competition for K12 education during the winter vacation is fierce! January advertising overview

Based on the mobile advertising intelligence tracked in January 2021 (January 1st - January 28th), the following industry overview and top advertisers in January were sorted out.

In January, games and software applications saw strong investment, and as the winter vacation approached, the education and training industry significantly increased its investment in January, ranking among the top three in terms of advertising investment . Among non-gaming applications , tool and shopping apps have strong advertising investments.

In the overall application promotion ranking in January, Pinduoduo and Xiaohongshu ranked first and second in the promotion list. There were many cultural and entertainment applications on the list, and advertising was strong.

When it comes to specific industries, which top advertisers were aggressively competing for volume in January?

In order to better analyze the top advertisers, we took stock of the top advertisers in the App promotion ranking and brand promotion ranking based on the two landing page promotion purposes of App download (with the purpose of guiding App downloads) and brand promotion (with filling out forms as the main promotion purpose).

1. App Promotion Ranking

Through the App Growing's App promotion ranking function, you can further filter the application (non-application) promotion rankings of 15 major App categories, and support viewing the promotion details of a single application. The following only presents an inventory of the top advertisers in the four major sub-categories of social, shopping, news, and reading .

2. Brand promotion ranking

The following is an inventory of the top brand advertisers in the four popular industries of education, finance, skin care and beauty, and automobiles in January.

In this education brand promotion list, the top 5 are all well-known K12 education brands, and the number of advertisements has increased by nearly 1/3 compared to December. The winter vacation battle for volume has entered a white-hot state.

A review of K12 education ads related to the winter vacation hot spots in the past two months

① Fancy course gift boxes from Xueersi, Gaotu Classroom, Zuoyebang, and Yuanfudao

These brands have customized corresponding courses based on the winter vacation and updated the contents of the gift boxes. The advertising materials generally first state the pain point that it is difficult to improve children’s academic performance during the winter vacation, and then focus on introducing the contents of the gift boxes. This type of material is actually similar to the content of the previous main courses, except that the general courses are replaced by the winter vacation main courses.

Swipe right to view more Image →

② Brainwashing marketing, "Shulaibao" tells the selling points of the course

Nowadays, information digestion has become a "difficult problem" for users. Many advertisers have launched brainwashing marketing, hoping to implant more product selling points into users' minds within a limited time. "Gaotu Classroom" takes the teacher as the protagonist, and clearly expresses the selling points of the course from the teacher's perspective combined with the rhyming "Suolaibao" method.

③ Customize an attractive opening based on children’s pain points

Some K12 education advertisements will shoot a worry-inducing opening based on pain point scenarios such as children not studying during the holidays, loving to play with mobile phones, and being difficult to tutor. It is real and down-to-earth, and also hits the pain point of many parents that their children are difficult to tutor at home during the winter vacation. However, the statement in the second half of the advertisement is similar to that of previous advertisements.

3. Tmall & JD.com

Store promotion ranking

The following only lists the top 10 stores that Tmall and JD flagship stores have invested in on external platforms. According to the data, Tmall's hot stores are mainly beauty and personal care products , while JD's hot stores are mainly digital appliances .

The above are the industry insights for January (January 1st - January 28th).

Author: App Growing

Source: App Growing

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