The following is the analysis of the characteristics of the overseas purchase volume of the application in October 2023 by AppGrowing Seagoing Observation based on the advertising data of 25 global media platforms in 50 countries/regions.
Application advertising trend
The amount of advertising and the number of apps under investment in the month remained high. The peak of advertising appeared in the fourth week, more than 300w group; The number of apps under investment continued to grow. By the fifth week, more than 3w products were being purchased; The number of materials remained stable, and the weekly amount of materials remained above 70w, The amount of material in the fourth week is close to 100w.
The single day peak of advertising volume and number of apps under investment both occurred in the last ten days, of which the advertising volume on October 31 was 181w+, and the number of apps under investment exceeded 3w.
According to the market area, The top three regions for advertising this month are North America, Latin America and Southeast Asia, Only North America accounted for more than 10% of the total advertising volume; Western Europe, the Middle East, South Asia, Southern Europe and Central Europe also account for more than 5%. Looking at the top 10 regions in terms of advertising volume, the United States still ranks first, accounting for 28.8%. The top 2-5 regions are India, Mexico, France and Germany, respectively. Application developers invested more advertising in emerging markets in October.
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In terms of key categories of advertising, the number of shopping app ads has continued to grow, ranking first and accounting for 20.6%, due to the approaching of the "Double 11" promotion node; The second category is tool category and social category, accounting for 12.3% and 8.7% respectively. The highest proportion of the number of apps under investment is tools, accounting for 13.2%; The second is finance and shopping.
In terms of the ranking of average advertising volume of a single app, news apps still ranked first at 527.2, followed by shopping, books and references, social networking, photography and video.
Then look at the media channels. According to AppGrowing International According to the monitoring, Facebook, Instagram, Messenger, Meta Audience Network and AdMob are the top 5 media for application advertising, of which Facebook and Instagram account for 51.2%. Specifically, depending on the launch of various categories of Facebook channel, shopping, tools, social networking and entertainment are the main launch categories, of which shopping advertising accounts for 29.8%.
In terms of the regional distribution of the main source of application developers, in October, the top 1 advertising volume accounted for Chinese mainland manufacturers, while the top 1 number of apps under investment accounted for the United States; It is worth noting that the advertising volume and the number of apps under investment of Indian and Brazilian developers have both entered the top five.
In the promotion list of application manufacturers in October, The top three are SHEIN, Pinduoduo and Patch Media. In addition, Shope and Alibaba are the main vendors of shopping applications in the list, which also reflects the great promotion of shopping applications this month. In addition, the Chinese mainland manufacturers entering the top 10 also include byte beating, new reading era and Changdu Technology.
Hot investment application&promotion list
In the application promotion list in October, the most popular applications on Google Play are social applications, with a total of 4, and all of them are in the top 10 of the launch volume. The launch of head shopping apps has soared. TEMU's advertising volume has surpassed SHEIN's and won the first place on the list. News Break, a news app, has retreated to the second place.
On the App Store side, Shope and SHIEN rank first and second respectively, and both add the key words of "Double 11" to the application name or icon to create momentum for the promotion of nodes. Books and references are still the most popular ones on the list, with a total of 6 types, of which GoodNew and MegaNew both entered the top five.
Promotion list of key application categories in this issue, AppGrowing International Selected Entertainment, news, books and references, social networking These four categories.
Entertainment applications were launched in TOP 8, and there were many products related to film and television and AIGC functions, such as LoveChat, Talkie: Successful AI, while ticketing application Ticketmaster ranked first. There is no doubt that NewsBreak won the first place in the news list, followed by Opera News and Digital Trends Video. The list of books and reference categories is basically from manufacturers in mainland China. New Reading Times and Changdu Information have two products on the list. The social networking list is basically dominated by the head social media platform, among which Facebook Lite has entered the top five.
Hot investment application materials© inventory
Case 1: Broken Screen 4K Funny Pranks
Broken Screen 4K Funny Pranks is an application that provides mobile phone wallpaper. However, from the name of the application, it can be seen that the main feature is the spoof style, which provides a wallpaper style that highly simulates the broken mobile phone screen. According to AppGrowing International According to the monitoring, in October, the main investment areas were India, Germany, France, Spain and Turkey. The material type was mainly video, accounting for 98%, of which vertical video accounted for the majority.
Focusing on the spoof style dominated by application functions, the material creativity of Broken Screen 4K Funny Pranks also highlights this selling point, and uses a lot of live material. For example, this video material shows the application functions in the form of live action sitcoms, adding a sense of empathy to the first perspective shooting. Through the reaction of "a friend mistakenly thinks the phone screen is broken when he sees it", the wallpaper provided by the application is vivid and interesting, and arouses user experience interest.
Source: AppGrowing International
The first perspective lens is widely used in the materials of Broken Screen 4K Funny Pranks to enhance the user's sense of substitution. For example, in this live trial material, the video first shows the screen failure after the phone falls on the sofa and is picked up from the first perspective, and then switches to live demonstration and explanation of application functions and wallpaper settings.
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Source: AppGrowing International
Case 2: Facebook Lite
Near term AppGrowing International It is observed that some head social platforms have improved the promotion of Lite version and small package. For example, Meta's Facebook Lite has entered the top five in the social category. In October, its main investment regions were the United States, Taiwan, Mexico, India and Australia. The material type was mainly video, accounting for more than 80%.
In terms of material creativity, on the whole, the ads of Facebook Lite mainly convey the advantages and selling points of the Lite version, such as small package, support for 2G network, etc. For example, this material divides the video screen into two parts. Banner introduces the advantages of Lite version at the top of the screen, and the detailed interface of the application is displayed at the bottom of the screen to convey the selling points of the application to users intuitively and briefly.
Source: AppGrowing International
There are also some live material that will be combined with some unique content ecology of the Facebook platform. For example, this video mainly introduces the meditation group on Facebook, shows the situation of different people doing meditation, and synchronously matches the speeches of these people in the Facebook group, showing the social advantages of the Facebook platform on the side.
Source: AppGrowing International
The above is the "October Application Monthly Report: Interpretation of Application Hot Investment Trend," Double Ten One "is close to the centralized purchase of multiple shopping applications".
*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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