In November 2025, tool apps continued to account for the largest share of active advertisers among global applications, with the highest proportion of new advertisers as well, rising further to 25.39%.
Beyond tools, categories with over 10% share of newly advertised apps include life, Health & Fitness, Entertainment, Educational.
The top three categories for ad volume perspective were shopping and entertainment. Among them, the overall advertising volume for tools apps has increased compared to October, showing a month-over-month growth of 49.15%, rising to third place in the current ranking.
Yet when measured by the number of unique creatives, photo & video outperformed tools app.
On video duration, materials shorter than 30 seconds still represent the largest share, with those under 15 seconds accounting for 32.72%.
01.Top Non-gaming App Developers & Apps
According to AppGrowing, TEMU and CHANGDU TECHNOLGY continue to lead the global app advertisers. Additionally, Google's ad volume has further increased, jumping to second place this period.
However, it is worth noting that "MoboReels," which had consistently held the second spot for several months, has fallen off the list this period. Its parent company, CHANGDU (HK) TECHNOLOGY LIMITED, also saw a decline in the app developer advertising ranking, dropping to 27th place.
02.Top Apps in Selected Catagories
For category deep-dives, AppGrowing highlighted four: entertainment, books & reference, tools, and AI text generators.
The top three tool apps are "Get Rubx Counter & RBX Calc," "Custom Control Panel OS," and "MyRead."
The top AI text generators app is Grammarly’s "Grammarly: AI Writing Keyboard," which has over 40 million active users globally, including students, professionals, and academic researchers. It is widely used in education, business, and media, achieving an annual recurring revenue of $700 million this past May.
03. Ad Creative Case: ClickUP
ClickUp's productivity app "ClickUp" launched its new version, ClickUp 4.0, at the beginning of last month. This upgrade's core engine is derived from the company’s acquisition of Qatalog, which had received over $29.5 million in investment. Leveraging this technology, the new version introduces two new AI agents, facilitating seamless connections across tools.
According to AppGrowing, ClickUp’s ad volume in November began to show a declining trend starting mid-month, decreasing from an average of about 9,000 placements per day to around 6,500. Although there was a brief recovery at the end of the month, it quickly fell back to previous levels and continued to decline.
In real human material, most focus on presenting pain points in real work scenarios to resonate with users, such as struggling to participate in discussions due to distracted note-taking during meetings. The materials emphasize that AI tools can automatically record meeting content, generate action items, and provide complete transcriptions, effectively solving these issues.
For example, the video adopts a real-life scenario, featuring a protagonist frustrated by scattered apps that hinder productivity. A colleague then steps in with the line, “You need ClickUp!”, highlighting how ClickUp consolidates all work in one place and transforms workflows from fragmented to seamless. The use of live-action storytelling adds authenticity and persuasive impact. The ad concludes by emphasizing that the platform is “free to use,” reducing user hesitation and driving download intent.
