Mobile advertising intelligence analysis, short video, novel reading momentum just right

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Affected by the outbreak most users at home for a long time behind closed doors, the pan-entertainment market passive growth, users online time, activity, conversion rate have significantly improved, but recently with the improvement of the epidemic, users gradually return to normal life, online time and activity have declined, pan-entertainment market has correspondingly appeared some fluctuations.

Based on mobile advertising intelligence tracked since January 2020, fromShort videos, novel reading, socializing3 categories of applications for analysis, showing its recent development and trends.

An overview of the overall delivery of three categories of applications

Between January and March, we tracked short videos, novel reading, and social application delivery as follows. In terms of advertising numbers, compared to novel reading, social applications,Short video ads account for the highest percentage, reaching 30.99 percent in February and falling slightly in March;The reading of novels increases month by monthIn March, the proportion was comparable to that of short videos, while the share of social ads was relatively low, dropping to 14.03 percent in March.

In terms of the amount of advertising,Short videoAccounted for the majority, in February and March accounted for the proportionAll over 40%；Novel readingThe amount of advertising decreased month by month, in contrast to the trend of ad serving, and it is assumed that the recent conversion rate of novel reading is high and the unit price is lower.

The following analysis of January to date short video, novel reading, social field of delivery intelligence, inventory of popular advertising text and creative materials.

Second, short video app delivery insights

1. Short video app ads TOP20 leaderboard

Statistics for January-March 2020,Short video app ads run top20 appsAs follows.

2.TOP3 Short Video App Analysis

1) Head drop platform comparison

"Fast Hand Extreme Edition" and "Fast Hand"are focused on deliveryTencent adsPlatform"Shake" is over 70%.Dropped onHuge engine, nearly 20% of the ads were placed on Tencent. Compared to Fast Hands,"Fast Hand Extreme Edition"Pay more attention to advertising creativity"Swipe video to make pocket money"Selling.

2) Comparison of the form of creatives

"Fast Hand Extreme Edition" and "Fast Hand"In terms of creativesImage.Form.Mainly, proportion72%, video, vertical video accounted for more than 20% of the total."Shake It Off" video formatThe percentage is over40%, about twice as fast as the hand,Image.Forms account for up to54.31%It can be seen that "Shake" pays more attention to the form of video advertising.

3. Hot Creative Inventory

1) Short video footage case analysis

(1) Brush video to earn pocket money - to "make money" as a gimmick to induce users to download

- Watch the video here to make money! Look at the more earned, 1 yuan can be cashed out

-Since the use of the volcanic extreme version, the monthly pocket money has fallen, brushing video easily make pocket money

(2) Free movies/videos - emphasis on "free" selling points

- Turn on the shaker quickly, want to see what casual search, all free!

- Together at the beginning of the New Year, the Volcanic Speed Edition invites people all over the country to watch Mom for free.

(3) Beauty wonderful video - to "beautiful" as the attraction point to guide male users to download

- Can't sleep at night, come and watch little sister's wonderful short video, it's all free!

- A lot of beautiful HD selfie videos, watching more than addiction!

2) Short video popular creative analysis

Short video creatives are generally usedClassic old songs, life tips, beautiful hot dance, funny videosAnd other subject matter mainly, focus on the display of app contentRich, fun and practicalto attract users to download and watch.

(1) Family food tutorial class

Use easy-to-use cooking tutorials to get users to download.

(2) Little sister singing and video special effects class

Visual hearing double impact, both to attract male users to download and watch, but also to guide female users to download and try to shoot videos.

(3) Real-life snippets

Show the highlights of the synth and guide users to download and watch the full version.

(4) Funny Video Collection

Third, novel reading type app delivery insights

1. Fiction reading app ads TOP20 leaderboard

Statistics for January-March 2020,Fiction reading app ads run top20 appsAs follows.

2.TOP3 Fiction Read App Analytics

1) Head drop platform comparison

"Seven Cats Free Novels," "Free Novels Between" and "Regular Reading Novels" to top TOP3, "Seven Cats Free Fiction" and "Free Fiction" are all on the platformTencent adsMainly, "often read novels" focus on deliveryTencent advertising, huge engineThe two platforms accounted for 53.20% and 45.81%.

2) Comparison of the form of creatives

"Seven Cats Free Fiction" and "Free Fiction" are more than 90% of the material in the form of picture material，《Often Read NovelsPay more attention to itVideo formatAdvertising., horizontal video and vertical video accounted for more than 40% of the total, the proportion of image form is 55.96%.

3. Hot Creative Inventory

1) Novel reading material text analysis

(1) Insinuation of the main character's counter-attack class

- Girlfriend thinks he's just a bronze to dump him, but I don't know, he's the mystery man who hangs professionals

- In order to get divorced, she dressed up as an ugly girl for a year, and took off her glasses immediately after signing the agreement

- The wife swiped her husband's bank card and was shocked to see the card staff

(2) Wonderful pairing class

- "She's finally willing to bow her head and beg me?" "No, madam is dead, it's her ashes."

- "Sir, there's too much home, you're going to spend this $10 billion" "Buy 100 private jets first!" "

(3) Summarize the key bridge segments of the novel

- Little sister-in-law fake abortion, he sent his wife kneeling in the snow, after blood stained snow, he went crazy

- He coldly sent his pregnant wife out of the country. But don't want a big fire, she escaped, he's crazy looking for...

- After the waste cold palace gave birth to a little princess, 8 emperors climbed the wall to tease their sister

2) Novel reading hot creative analysis

Novel reading type of advertising materials more aroundAll kinds of wonderful novel plot shooting real-life short plays, or propaganda to read novels to earn pocket money, has also recently emerged toRead the novel and smoke your cell phoneCreatives for selling points.

(1) Read novels and smoke cell phones

Amly friends read novels to draw mobile phones, implant raffle rules, emphasize that downloads can get some fragments, stimulate users to download.

(2) Read novels to make money class

This kind of material and net income material is somewhat similar, mainly for the Internet to understand less sinking people, advertising theme for wage earners, takeaways, elderly groups and other shy encounters in life, and then by others to carry out Amly, guide users to download.

(3) The real-life drama category of the novel

This kind of material often uses the novel's more wonderful bridge section to shoot, highlighting the main character's humiliation will open a wonderful open life, attract users to download and read.

Fourth, social app delivery insights

1. Social app ads TOP20 leaderboard

Statistics for January-March 2020,Social apps serve top20 appsAs follows.

2.TOP3 Social App Analytics

1) Head drop platform comparison

The key platforms of Stranger Voice, Yi pair and Probe are Tencent ads, the proportion of delivery is about 90%.

2) Comparison of the form of creatives

Stranger Voices, Yi pair, DetectiveThe key material forms are allPicture formIt accounted for 92.91 per cent, 88.97 per cent and 92.40 per cent respectively.

3. Hot Creative Inventory

1) Social software material case-based analysis

(1) Men's free access - emphasis on "free" selling points

- Guangzhou heterosexual dating group, men enter for free, don't mind age!

-Guangdong dating group, men enter for free, don't mind the age, but first video

(2) Don't mind the age/don't care about the conditions/don't mind taking the kids - highlight the low requirements of the object conditions

-Guangzhou dating group, men free to enter, do not mind the age, can first video

- Guangdong remarriage group, men enter, don't mind taking children, just sincere

(3) First video and then meet, the other party information casually look - to dispel the user "see the light dead" concerns

- Guangdong divorced and remarried group, men in, first video and then meet, each other's information casually watch!

-Guangdong divorced remarriage group, men enter, watch information chat no charge

2) Social software hot creative analysis

Social advertising video materials are often shot with a small sister as the main character, often usedUnder the line base success, single girls looking to rely on, successful men's marriage and other topics, with more edge ball content.

(1) The base success class below the line

(2) Single girls looking for dependent classes

(3) Successful men's collection category

The above is short video, novel reading, social app ad delivery analysis.

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