Analysis of Facebook’s global mobile advertising trend in July

By the second quarter of 2018, the number of Facebook’s monthly active users reached 2.23 billion, realizing a year-on-year growth of 11% and an increase of 1.37% compared with the first quarter, while the number of daily monthly active users reached 1.47 billion. Besides, the advertising revenue reached 13.04 billion US dollars, a year-on-year growth of 42% and an increase of 10.5% compared with the first quarter and 50% compared with the second quarter in the last year.

ZingFront data team, based on the data tracked from July 1, 2018 to July 30, 2018, analyzed “Facebook’s mobile advertising trend in July, 2018”.

The analysis mainly focused on such aspects as types of advertisement, advertising creativity and targeting region. After the analysis, the team prepared and released a report to offer reference for advertisers and media platforms. Major content of the report is as follows:

1.Cross-border e-commerce is on the rise globally, boosting the growth of mobile e-commerce advertisement.

According to Facebook’s advertising business data in July, 2018, SocialPeta concluded that e-commerce advertisers contributed the greatest proportion, since six of the top 10 advertisers are from e-commerce industry. Meanwhile, mobile advertising is entering a period of stable growth, and mobile e-commerce advertising expenditure is on the increase.

Compared with e-commerce advertisers, tourism advertiser Yamsafer, short video advertiser and game advertiser Voodoo contributed a relatively small proportion. Given the soaring cross-border e-commerce, consumers around the world is developing the habit of cross-border consumption, which boosts the growth of e-commerce advertisement.

2.Globalization is proceeding into developing country, triggering a growth of 70% of global games.

According to the Report on Global Game Market for 2018, global game market is worth 13.79 million in 2018, and the number of gamers across the world would reach 2.5 billion by 2019, with mobile game players being the majority.

From July 1 to July 30, SocialPeta monitored 12 kinds of mobile game advertisement on Facebook, finding that role playing games enjoy the greatest popularity, following which are strategy games.

No great difference is found in terms of the market share of simulation games, casino games, card games, arcade games and adventure games. Their performance in the market are quite stable.

Globalization is proceeding into developing countries, triggering a growth of 70% of global games.  Games of different types would continue moving to the mobile end. Actions and strategy games have won the widest popularity in the industry globally, while casual and sports games become less desirable.

Action games are preferred by advertisers globally, especially in South-east Asia. Strategic games are well received in Latin America and Middle East, while most of adventure games’ popularity comes from North America and Middle East. Role playing games are hot products in Japan and South Korean, but perform poorly in other regions.

Entertainment games, though not liked in South-east Asia, Japan and South Korea, are one the rise in North America and Latin America.

3.Facebook attracts more lifestyle-related advertisement than efficiency-related ones.  

The number of Internet users is 4.021 billion in 2018, witnessing a year-on-year growth of 7%, while active mobile social media users is 2.98 billion. The latest statistics of Facebook show that only 5% of global users do not visit the platform via mobile devices, indicating that people use APPs more often with mobile devices to surf the internet.

This figure shows the distribution of types of tool advertisers in July, 2018. According to the analysis of SocialPeta, among all the mobile tool advertisements on Facebook, lifestyle-related advertisements account for the largest proportion, followed by financial, social and tool advertisements, while efficiency-related advertisements account for only a tiny proportion.

Report on Analysis of Facebook’s mobile advertising trend in July, 2018