Here is AppGrowing's analysis of the global mobile App advertising markets in June 2023, based on advertising data from 25 global media platforms in 50 countries/regions.
01 Advertising Trend
Overall, App Volume in June 2023 was 27,042, up 5.9% compared to May. Ad Volume was 5.57M+, up 50.9% MoM, indicating intensified competition in June. Creative Volume was 1.39M+, up 7.2% over May.
Ad Volume and App Volume peaked at a later period, though the competition on June 9 was quite fierce. The highest single-day Ad Volume appeared on June 9, exceeding 1M and the peak of App Volume appeared on June 26, at 14735.
The trend shows that App Volume started to grow significantly from Week 2 and then stayed above 15K. The peak of Ad Volume occurred from Week 2 to Week 4.
In terms of the Ad Volume of a single app, 82.35% of apps were in the range of 0 to 99, a slight decrease compared to May. 10.16% of apps were in the range of 100 to 299.
In terms of key categories, Tools continued to account for the most Ad Volume in June, with 22.8%, a significant increase compared to May. Shop and Entertainment followed, with 18.2% and 13.5% of Ad Volume respectively. Finance continued to take up the largest share of App Volume, but decreased to 12.7%.
As for average Ad Volume per app, News held on to the No.1 spot, but Ad Volume decreased by 22% MoM, with the speed of decline accelerating significantly. Tools, Entertainment, Books & Reference, and Shop followed, all showing varying degrees of growth, with Entertainment soaring 247.1% MoM.
According to regions, the Top 3 in terms of ad volume in June were North America, Latin America, and Southeast Asia, accounting for 29.4%, 28.6%, and 26.2% respectively. Western Europe took 4th place, with 23.5% of the ad volume.
Specifically, the U.S. remained at the top of the ranking, with a slight decrease in ad volume to 33.4%. Mexico followed with 24.1% and India with 18.2%. In the latter half of the list, there is little difference in the share of ad volume among regions, mostly in the range of 16%-18%.
From the perspective of app developers' regions, the largest share of Ad Volume in June was in China's Mainland, while the United States accounted for the largest share of App Volume, the same as in May. In terms of the most advertised App developers, the Top 3 were SHEIN, Paticle Media, and Mavericks Mobile. In addition, other developers from China's Mainland also made it to the Top 10, including Alibaba, JOYY, and ByteDance.
Mavericks Mobile, which emerged in 3rd place, is represented by Phone Cleaner, a "phone cleaning" tools app, which according to AppGrowing, generated more than 180K ads on the App Store in the last 30 days.
02 Most Advertised Apps
On Google Play, the most charted category is Tools with 5 apps and mainly in the latter half of the list. SHEIN replaced NewsBreak to take the No.1, and Pinduoduo's TEMU climbed to No.5, reflecting the fierce competition in e-commerce products.
On App Store, the categories of apps are diverse and balanced, with Tools, Entertainment, and Books & Reference all having 3 apps on the list. ByteDance's TikTok took the No. 1, followed by Mavericks Mobile's Tools App Phone Cleaner.
AppGrowing ranked four key categories this month: Finance, Health & Fitness, Efficiency, and News.
Tiger Trade took the Top 1 spot in Finance, followed by CapiBono and Kunlun Tech's OPay. Health & Fitness saw 2 apps targeting the Korean market, with 마인드카페, a telemedicine provider, taking the No.1. In the Productivity chart, the Top 3 apps were File Cleanup Expert, Adobe Creative Cloud, and Grass Proxy and the News chart continued to be dominated by NewsBreak.
03 App Advertising Case Analysis
Case 1: Tiger Trade: Invest Globally
Tiger Trade is an online trading platform App, launched by TigerBrokers in February this year. According to AppGrowing, it was mainly advertised in Singapore in June with a share of 84.7%, followed by Indonesia, Hong Kong of China, and Australia. The creative type was mainly images with 87.4%.
The creative content of Tiger Trade is quite simple, attracting the target audience with high-benefit keywords such as "commission free".
The video ads introduce product features and emphasize the brand. Such as the following ad, shows the core features in a simple Flash animation, with clear text explaining the platform benefits, quickly grabbing the viewer's attention. Icons are revealed at the opening and closing to deepen the impression with image information.
The images then focus on the description of the advantages and benefits of the platform. For example, the image directly shows the high benefits of the app. It emphasizes the 6% guaranteed return, which quickly catches viewers' attention. The cute image of the mascot enriches the content and becomes one of the eye-catching points.
Source: AppGrowing
Case 2: Temu: Shop Like a Billionaire
Pinduoduo's e-commerce app TEMU keeps its massive ad campaign going. The major regions it advertised in June were the UK, Germany, the USA, France, and Mexico. Creative types were mainly images and videos, with a higher share of the former.
Regarding content, in general, TEMU makes extensive use of texts such as cheap, sale, and discounts to attract users to download the app. At the same time, it released many live-action videos to make it more convincing.
The ad bellow is a common live-action video, but in a live stream/unboxing form. Two actors show several items to the camera, and their interaction creates more fun.
Ads for women's clothing tend to use the models as eye-catching points. This video shows a visual of how the garment looks when worn. Low prices/discounts entice viewers 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.
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