Public data show that the global spending on mobile application promotion has been increasing year by year, and the compound annual growth rate of 2017-2022 period is projected to reach 16.2%. As the industry entered the stock era in 2018, mobile app advertisers have paid more attention to the efficiency and effect of the promotion, and become more concerned with the problem of user retention and payment conversion, while the simple attraction of traffic is placed in a secondary position.
Based on the “Mobile Advertising Data of Southeast Asia, Hong Kong, Macao and Taiwan” tracked during the period of 2018, the ZingFront data team collated and released data analysis of advertising impression and creative materials adopted by game and application Apps for the reference of mobile app developers and ad-agencies. The following is an overview of the report.
The application Apps in Southeast Asia are more active, and playable ads report significant growth rate
(△ Distribution of mobile advertising in Southeast Asia)
(△ Distribution of application App advertising in Southeast Asia)
According to the SocialPeta data, application Apps were nearly twice as active as games in mobile App advertising in 2018, both in terms of advertisers and creative materials. Among them, the shopping Apps dominate 36% of the application market, and the social, tool, and entertainment Apps are ranked second, third, and fourth, with the least amount of share going to news and education.
In terms of games, the strategy game advertisers take up the highest share of 25%, followed by casino and action games with 14% and 13% respectively. On the whole, these three accounts for more than half of the total market share; RPG, arcade, card, and puzzle solving games are the next most popular, with an overall share of more than 30%.
From the perspective of the creative materials used for advertising, pictures and videos are the preferred choice of most Apps when promoting. For game advertisers, the iOS system displays 50% of the video material, with playable ads reporting significant growth rate, while the Android system shows a greater liking for picture material, which accounts for 85%.
The application advertisers reveal similar inclination, with the iOS prioritizing video advertising, and the Android centering around pictures, of which, shopping material has the highest share, far exceeding one quarter of the market.
The applications and games split the Hong Kong, Macao and Taiwan markets evenly, with video advertising showing clear edge
In sharp contrast to the performance in Southeast Asia, the distribution of mobile advertising in the Hong Kong, Macao and Taiwan markets is more balanced, with the applications and games going nearly in halves.
Among game advertisers, puzzle solving, arcade and action games account for more than half of the total, of which action games are ranked third in both Southeast Asia and Hong Kong, Macao and Taiwan regions; And within application advertisers, shopping type accounts for 51% of the total, far higher than others. The financial, news and education types remain in the lowest rank attracting the least amount of advertising.
With regard to creative materials for advertising, Hong Kong, Macao and Taiwan also differ slightly Southeast Asia with video being more popular and the Android more traditional. As to materials for games, video takes up the highest ratio in both the iOS and the Android systems, with the playable ad material exceeding the carousel in the former, while the trend is reversed in the latter. Among them, game material of puzzle solving reports the highest percentage, 23%, followed by arcade, action and RPG games.
Materials for applications display huge difference in iOS and Android systems. In iOS, video material occupies more than half of the total, trailed by Html, and the playable and picture materials are in a tie; while in Android, the carousel plays the lead, and video lays low. Among them, the market share of shopping materials stands as high as 51%, while social and entertainment types together account for 26%.