Here is AppGrowing's analytics of April 2023 mobile App advertising based on data from 24 global media in 50 countries/regions.
01 Advertising Trends
Looking at the overall data, the number of Apps advertised in April 2023 was 24,648, an increase of 2.1% compared to March. (See the report of March 2023.) The Ad Volume was 3.58M+ and the Creative Volume was 1.05M+, both lower than in March. It can be seen that while more Apps were advertised, developers scaled back their advertising. In addition, both App Volume and Ad Volume peaked on April 25, with the former over 13k and the latter reaching 760K+.
Among the Ad Volume of a Single App, 78.96% Apps were concentrated in the range of 0 to 99, accounting for a small decrease compared with March. 11.51% Apps were in the range of 100 to 299.
In terms of App categories, Shop was the most advertised in April, accounting for 16.4% Ads, followed by Tools, accounting for 14.2% Ads. Finance accounted for the largest number of Apps, 12.9%, but accounted for only 6.8% of Ad Volume.
According to market regions, the top 3 Regions with the most Ad Volume in April were North America, Southeast Asia and Western Europe, accounting for 35.5%, 26.5% and 23.2% respectively. Precisely in the top 10 Ad Volume regions, the USA still ranked No.1, but its share of Ad Volume dropped to 31.2%, followed by India 16.7% and the UK 15.6%. In addition, the bottom half of the ranking differs little for the share of Ad Volume.
In terms of the Major Regions of App Developers, same as in March, the largest share of Ad Volume in April was Mainland China, and the largest share of App Volume was the USA.
In April, the top 3 App developers were Paticle Media, SHEIN and Alibaba, the same as March's. In addition, more than half of the Top 10 are Chinese developers, including ByteDance, Dreame Media, JOYY, NEW READING, and CHANGDU.
02 Most Advertised App
In April, 3 apps in each category of Shop, Social and Tools entered the Google Play ad ranking. NewsBreak remained at the top, followed by Lazada and SHEIN.
Books and reference apps topped the App Store ad rankings. Shopee, a Shop App, took the 1st spot. SHEIN took 3rd place on both Google Play and App Store. In addition, CHANGDU's MoboReader jumped to No.4 in the App Store in April with strong advertising.
The 4 selected App Categories are Health & Fitness, Shop, Books & Reference, and Social. Top 1 in Health & Fitness category was taken by Blood Pressure. Top 3 in Shop were Lazada, SHEIN and Shopee. Top 1 in Social was still TikTok by ByteDance, followed by Bigo Live by JOYY.
03 App Case Analysis
Case1: Blood Pressure: Heart Health
The main regions where Blood Pressure advertised in April were the UK, Canada, France, the USA and Indonesia, with the UK accounting for 43.1% ads. In terms of creative type, video dominated, with horizontal video occupying a slightly larger share than vertical video.
As a health monitoring app, the ad content of Blood Pressure focuses on practicality and ease of use, with live-action elements being used frequently.
The following ad is a live-action video. It shows a woman fainting with a sudden heart attack, and others coming to her aid with the app to measure her heart rate, highlighting the everyday applicability of the app.
In addition, simple animation is also a common creative idea of Blood Pressure. Taking the following ad for example, it shows the core function of the app with simple animation. The heart rate can be measured with a simple click. The constantly pulsating and flashing numbers on the screen continuously attract the viewer's attention.
Case2: 3D Live wallpaper - 4K&HD
3D Live wallpaper is a Tools App which was released in 2019 and still maintains a heavy advertising. It rose to 10th in the Google Play ad ranking in April.
It mainly advertised in Philippines, Indonesia, the USA, Mexico and Malaysia in April, with a focus on emerging markets. The creative type is mainly horizontal video, accounting for 47.5%.
In terms of creatives, 3D Live wallpaper is mainly based on the "simple and brutal" display of various cool mobile phone 3D wallpapers, some of which are placed in real-life scenes, thus implying video credibility and emphasizing the powerful functions.
In the following ad creative, the screen is divided into 4, showing 4 different styles of wallpapers at the same time, highlighting the core functions of the app.
This ad also shows the core functions of the app, but is placed in a real-life scene, emphasizing the authenticity and credibility to attract users to download the app.
*The above creatives are collected from public information by AppGrowing, and are only quoted for analysis and explanation, and the ownership belongs to the original author. The content is for general information only and should not be considered as an opinion or basis for specific matters.