Here is an analysis of the global non-gaming App user acquisition marketing trends for November 2024, based on ad data from 50 countries/regions and 28 global media platforms, according to AppGrowing's report.
In November 2024, shopping, tools, and finance categories ranked as the top three in terms of the share of active apps advertising. Notably, the tools category claimed the top spot for new app launches during the month.
In terms of ad volume, with key events such as "12.12" approaching, shopping apps saw a substantial increase in overall ad placements, far surpassing other categories. The top 2-5 categories for ad volume were entertainment, tools, finance, and food & drink, respectively.
In terms of ad creative formats, image-based materials continued to dominate, accounting for over 60% of placements. Video ads under 15 seconds remained the majority, with their share slightly increasing to 42.28%.
01.Top Non-gaming App Developers & Apps
According to AppGrowing, the top three advertisers in November remained TEMU, Пятёрочка, and SHOPEE. Among the top 30 advertisers, 10 were Chinese companies, primarily from e-commerce and pan-entertainment sectors.
E-commerce advertisers were particularly active in preparing for year-end campaigns, with 7 e-commerce companies making it into the top 30. Notably, Amazon appeared on the list for the first time, ranking 22nd.
The top three products by ad volume were TEMU, Пятёрочка, and Shopee 12.12. However, Пятёрочка experienced a significant 66.05% decrease in ad volume compared to the previous period.
The top 30 list remained dominated by shopping apps, most of which showed growth in ad volume compared to the prior month. Among them, Amazon Shopping saw an astounding 966.45% increase in ad volume, landing at 18th place for the first time.
Another notable entry this period was Много лосося, a food & drink app from a Russian developer ranked 28th. Like Пятёрочка, it focuses on food delivery services.
02.Top Apps in Selected Catagories
For this report, AppGrowing highlighted four categories: short drama, 1v1, AI tools, and food & drink.
Short Drama: Familiar names dominated the top ranks, with DramaBox by STORYMATRIX PTE. LTD. holding its position at number one. A new contender, StardustTV, ranked sixth and became a “dark horse” in the short drama category, once topping the U.S. iOS free chart. Public data reveals that StardustTV is a product of domestic developer 山海短剧, a new team established in May 2023. Its content is categorized into two types: “translated Chinese short dramas” and “local short dramas,” with the former accounting for more than half of its catalog.
1v1: The top two apps were from U.S. developers, while Korean developers dominated ranks 3 through 6.
AI Tools: The top six products were predominantly phone-cleaning apps, with Zoom Workplace, a well-known office app, securing the top position.
Food & Drink: Unsurprisingly, Пятёрочка led the category, with another Russian-developed app, Много лосося, ranking third.
03.Ad Creative Case：TextNow
TextNow is an app offering free calls and messaging. Data from AppGrowing indicates a notable increase in ad spending for the app starting mid-November, with daily ad volume peaking at nearly 10,000 placements, before tapering off toward the end of the month.
Given its functional focus, TextNow’s ad creatives largely emphasize product features. For instance, one ad begins with a solid color background and the word "Free" in large text, immediately highlighting the product's free offering. It then adds more details—free calls and messaging—delivering the product's key benefits in the simplest and most direct way. Once the audience is drawn in by the value proposition, the video transitions to a simple three-step guide, showcasing the process from downloading the app, selecting a number, to making calls, emphasizing the product's convenience and practicality, ultimately encouraging users to download and try it out.
