The following are AppGrowing observation at sea Based on the advertising data of 25 global media platforms in 50 countries/regions, this paper analyzes the characteristics of overseas purchase volume of applications in September 2023.
Application advertising trend
The peak of advertising volume and number of apps under investment in the month was mainly concentrated in the last ten days, the advertising volume in the fourth and fifth weeks was close to 180w+, and the number of apps under investment exceeded 1.5w; The number of materials kept a steady growth trend. Except for the first week, the number of materials released in other weeks exceeded the 60w group.
The highest daily advertising volume and the number of active apps appeared on September 22, exceeding 1.02 million, and the number of active apps was 16099, a significant increase compared with the data in August.
In terms of market regions, North America, Southeast Asia and Latin America were the top three regions for advertising in September, accounting for 34.6%, 25.8% and 24% respectively. In addition, the Middle East and Western Europe account for more than 20% of the advertising volume.
On the top 10 regional list of advertising volume, the United States still ranks first, accounting for 21.3% of the total, down 18.2 percentage points from August; Canada and the United Kingdom followed, accounting for 13% and 12.5% respectively. Compared with August, application developers invested more advertisements in Europe, America, Japan, South Korea and other T1 markets in September.
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In terms of key categories, The shopping category replaced the tool category as the category with the highest proportion of advertising in September, Accounting for 15.4%; The second category is tools and news, accounting for 13.6% and 9.6% respectively. Shopping apps still account for the highest proportion of the number of apps under investment, accounting for 12.4%; The second category is financial and instrument, which account for more than 10% of the total number of apps.
In terms of the ranking of the average advertising volume of a single app, news apps still ranked first, with a month on month surge of 69.7%, followed by books and references, photography and video, tools and social networking, which was consistent with the ranking in August.
Then look at the media channels. According to AppGrowing International According to the monitoring, Facebook, Instagram, Messenger and Meta Audience Network are the top P4 media for application advertising, and their advertising volume accounts for more than 70%, of which the advertising volume of Facebook channel accounts for 81.3%. Specifically, depending on the launching of various categories of Facebook channel, shopping, tools, news, books and reference are the main launching categories.
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In terms of the distribution of the main source regions of application developers, the largest proportion of advertising in September is still the mainland of China, while the top 1 proportion of the number of apps under investment is the United States; It is worth noting that Indian developers ranked third in terms of advertising and number of apps under investment, with significant growth.
In the promotion list of application manufacturers in September, the top three were Patch Media, SHEIN and byte skipping. Among the top 10 Chinese mainland manufacturers are Infinity, Pinduoduo, New Reading Times and Changdu Technology. A total of 6 Chinese manufacturers have entered the top 10.
Hot investment application&promotion list
In the application promotion list in September, the most popular app on Google Play is still a shopping app, with 4 apps in total. News Break, a news app, ranked first on the list, and SHEIN returned to the second place on the list. In addition, two navigation apps were launched on TOP 15.
On the App Store side, books and references are still the most popular ones, with a total of four, which has weakened the control over the list compared with August. Among them, GoodNovel, a new reading era, ranked third. In addition, there are also news, shopping and entertainment categories with more products on the list.
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Promotion list of key application categories in this issue, AppGrowing International Selected Shopping, news, tools, photography and video These four categories.
In the shopping list, both sides of SHEIN have launched TOP 8, which is the shopping application with the largest purchase volume, followed by TEMU. There is no doubt that the top 1 news list is NewsBreak, and both ends of Digital Trends Video have entered the top five in terms of launch volume.
In the list of tools, Calculator Vault took the first place; In the list of photography and video recording, the two ends of PhotoRoom AI Photo Editor have entered the top three, and TikTok Lite has ranked the eighth in the list. Byte hopping has greatly promoted the application of lightweight version/small package.
Hot investment application materials© inventory
Case 1: Uber Eats: Food Delivery
Uber Eats: Food Delivery is a delivery platform launched by Uber. In September, this app was mainly used in the United States, the United Kingdom, Taiwan, Australia and Spain. The material type is mainly pictures, accounting for more than 90%.
In terms of material creativity, Uber Eats: Food Delivery aims to highlight the advantages of the platform, and uses live interpretation, cartoon animation and other forms for packaging, presenting a relatively rich range.
For example, this group of materials, in the form of cartoon animation, through the interpretation of App mascots, shows the scene of fast and safe food delivery. Cute cartoon images add interest and deepen users' impression of the brand.
Source: AppGrowing International
Among the released video materials, live material accounts for a large proportion, and the content is mostly expressed in the form of sitcoms. For example, in this group of live material, the son in the video proposed to the mother to order takeout, and opened the app to show him the richness of the store and food. The two people talked to each other to pass on the app's functions and advantages, which is more realistic.
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Source: AppGrowing International
Case 2: Doping Haf ı za
Doping Haf ı za is an educational application focusing on the Turkish market. Its launch in the Turkish market in September accounted for more than 96% of the overall launch; In addition to pictures and videos, there are also many broadcast materials, accounting for 16.1%.
In terms of material creativity, Doping Haf ı za also conveys the value of the platform through live interpretation, UE animation and other forms. For example, this group of materials introduces the core functions and advantages of the App in the form of MG animation, which is concise and interesting, while giving users the impression of professional authority.
Source: AppGrowing International
In the real life material, besides the common forms of live speaking and sitcoms, Doping Haf ı za has made some other attempts to enrich the content dimension. For example, this group of materials shows the situation that users use the App to help themselves learn through real scenes. The shooting angle of the first perspective enhances the sense of substitution, and the product functions and selling points are supplemented with text above the screen.
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Source: AppGrowing International
The above is the Monthly Application Report in September: Interpretation of Application Hot Investment Trend, ranking first in the number of shopping application advertisements.
*The above relevant advertising materials are collected from the public information by AppGrowing International Edition for research and analysis only, and the relevant copyright belongs to the original author. The content is for general reference only and should not be considered as opinions or basis for specific matters.
Author: AppGrowing goes to sea for observation
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