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1、SocialPeta Data Research InstituteWHITE PAPERON GLOBALMOBILE GAMESWith the rapid development of the game industry,“involution”has become an inevitable consequence in the game market.As the saying goes,if you know yourself and know your enemy,you will gain victory a hundred times out of a hundred.So,

2、a companys product strategy and publishing strategy,for a top product,and unexpectedly successful product,or a directly com-peting product,would be greatly affected by whether the company has quick access to correct ad intelligence.Competition in the global market is getting more intense as the numb

3、er of creatives is surging and CPM is significantly increasing.According to the overall data,there are 3 major trends in the global mobile game market.First,market competition is getting increasingly intense,which can be seen from the number of advertisers and the number of ad creatives.In Q3 2021 a

4、s compared to Q3 2020,the number of advertisers maintained at around 26,000,but ad creatives increased by 200%YoY,indicating very fierce com-petition.Preface01VP of SocialPeta：Constance GaoSecond,more ad creatives are taking the form of video which dominates and accounts for over 85%of all forms of

5、ads.It can be very challenging for a team to produce a great number of creatives.But having access to the ad creatives of other games or competing games can greatly help improve the production efficiency of creatives.Third,the cost is soaring.The average CPM on Facebook increased by 34%in 2021.Witho

6、ut any cost intelligence about the specific areas,an advertising budget cant be set,which will undermine the smooth running of the advertising and further lead to the inefficient acquisition of customers.Besides,Android advertisers have been making as much advertising effort as iOS advertisers,which

7、 is a noticeable result of the iOS privacy policy.Personalized promotion has become a mainstream model.Its worthwhile to pay attention to local platforms in local markets.And,there have also been some changes in choosing a target market.Early export-ing strategies were globalization.Companies didnt

8、know which were key areas and therefore adopted globalization strategies.As game companies gained more and more experience in exporting games,they gradually developed special skills in exporting certain types of games into certain areas.For example,Kunlun focuses on the Southeast Asia,and efun on Ch

9、inas Taiwan.Now companies would decide where to export games based on their resources and the game features.Many games have target users before they are published,or even have target markets even before they are developed.With those companies getting established over time,market conditions and trend

10、s of all areas have been known to the whole industry.For instance,the US,Japan,and South Korea are classified as T1 markets with higher paying user rates and higher ROI.The UK,France,and Germany are T2 markets with a considerable user base and high spending ability.Russia,the Middle East,and Southea

11、st Asia are T3 markets.However,the classification of markets was confirmed largely based on the experience of exporting games.2021 Mobile Game Marketing Insights0102/02/16/31/53/47Insights into Advertising on TopPlatforms WorldwideInsights into Top Countries/Regions Worldwide0304Industry Insights05T

12、rend of Ad Creatives for Mobile Games WorldwideCONTENTS12021 Mobile GameMarketing Insights02A Slowdown in the Growth of Mobile Game Advertisers in the Post-Pandemic EraNearly 65K mobile game advertisers this yearThere was a significant slowdown in the growth of mobile game advertisers in 2021,a YoY

13、increase of 5%which was noticeably lower than last years 44%.The market had maintained stable development in the Post-Pandemic Era.At this rate,the number of mobile game advertisers worldwide is expected to surpass 70K in 2023Source:SocialPeta,based on data retrieved from backend data sourcesDate:20

14、17-2021.03Game AdvertiseM-o-M Growth RateAverage duration of creatives each yearAverage Duration of Creatives is 32.5 daysAverage duration of creativesincreased YoY in 2021The duration of creatives was getting longer as more and more“classic creatives”with longer duration released in market.Average

15、duration of creativesin 2021days32.587.9%YoYSource:SocialPeta,based on data retrieved from backend data sourcesDate:2017-2021.04The proportion of Video Creatives Increase Year by YearVideo creatives are often about(including but not limited to):GamePlay,real people scenario,UE4 videos,game trailer,K

16、OL endorsement,game screenshots.Users prefer to watch video ads nowadays when 5G networks have covered many countries/regions with the development of global mobile network technologies,video creatives have become the mainstream of advertising games as a result of the constant upgrad-ing of mobile de

17、vices,and short video platforms and KOL influencers grew rapidly in 2021.Share of mobile game creatives by type in 2021Number of video creatives in 2021:5.6M+Share of creatives by type each yearVideo 86.01%Image 11.65%Other 2.34%Source:SocialPeta,based on data retrieved from backend data sourcesDate

18、:Jan-Dec 2021.052017 2018 2019 2020VideoImagePlayableCarouselHtmlA Slowdown in Advertising Mobile Games in H2 2021There were about 20K monthly active adver-tisers,with a peak of 21384 active advertisers in July,and January saw the least number of 17885 advertisers.April saw the most ad creatives for

19、 a single advertiser,with an average of 588 creatives per mobile game advertiser.In H2 2021,aver-age creatives for mobile games slowed down to reach 371 creatives per mobile game advertiser in November.Active AdvertisersAverage Number of CreativesSource:SocialPeta,based on data retrieved from backen

20、d data sourcesDate:Jan-Dec 2021.06Many Regions Saw a Rise in the Number of Game AdvertisersNorth America remained Top 1 with a total of over 41K mobile game advertisers,up 18.72%YoY.Europe,Oceania,Southeast Aisa,and Africa had a decreased number of advertisers,with advertisers 3000 less than last ye

21、ar in Europe.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The specific countries/regions will be presented later in this report.0720202021YoY Change in AdvertisersYoY Change in AdvertisersCasual games had the most advertisers of over 18KCasual games had the mo

22、st advertisers,while RPGs had themost creativesRPGs had the most creatives of totally over 6.6M,accounting for 13.28%;followed by casual games and puzzle games with creatives accounting for 12.75%and 12.16%respectively.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2

23、021.08Proportion of game materialsHK,Macao&Taiwan regions of China and strategy games had themost average creativesHK,Macao&Taiwan regions of China had an average of 895 creatives per advertiser.Followed by South America with 780 creatives per advertiser and Southeast Asia with 794 creatives per adv

24、ertiser.Strategy games maintained a large number of ad creatives,an average of 1315 creatives per advertiser;followed by role-playing games and casino games.Average ad creatives per advertiser worldwideAverage creatives for different game genresSource:SocialPeta，,based on data retrieved from backend

25、 data sourcesDate：2021/1/-2021/12.The specific countries/regions will be presented later in this report.091400120010008006004002000Duration of creatives worldwide(Day)Creatives in North America were consumed the fastest,with an average dura-tion of only 40.6 daysFollowed by creatives in mainland Chi

26、na and Europe,with an average creative duration of 42.3 days and 44.5 days respectively.Creatives for arcade games had the shortest average duration of only 30.1 days;Followed by creatives for card games androle-playing games,with an average duration of 30.6 days and 31 days respectively.Creatives i

27、n developed areas and for hard-core games were ofa short duration Average duration of creatives for different game genresSource:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The specific countries/regions will be presented later in this report.10454035302520151050Andr

28、oid advertisers greatly outnumbered iOS advertisers,accounting for 66.73%Percentage of Number of AdvertiseriOS548Comparison of the number of creativesApple IDFA Tremendously Impacted the Advertising of iOS AdvertisersAverage creatives per advertiser on Android were close to that on iOS as more game

29、companies chose to place ads on AndroidAndroid542Average Creatives perAdvertiser66.73%33.27%Percentageof Numberof Creatives66.54%33.46%Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.11Global Mobile Games by Advertising TOP30(iOS)TOP1TOP2TOP3iOSiOSiOSNote:Adverti

30、sers are sorted by the number of deduplicated creativesSource:SocialPeta-advertiser analysis,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.12BoleGamingBoleGamingYotta GamesBoleGamingBianfeng GamesYotta GamesBoleGamingTap4FunDoodle MobileLilith GamesSpringGameCOLWildlife StudiosB

31、oleGamingMobilityWareWildlife StudiosAviaGamesBetta GamesLuckiosGameDoodle MobileMagic TavernPixonicWildlife StudiosDHGamesAviaGamesBetta GamesLion StudiosKamaGamesGoat GamesNextersTop 20 Mobile Games on App Store by Downloads and RevenueSource:SocialPeta-App Intelligence.The downloads and revenue w

32、ere generated on the App StoreDate:Jan-Dec 2021.13Revenue TOP20EJOYNetEaseTencentRevenue TOP20TencentNetEaseMihoyoTencentDownloads TOP20Magic TavernDownloads TOP20TencentTencentMobile Games Worldwide by AdvertisingTOP30(Android)TOP1TOP2TOP3AndroidAndroidAndroidSource:SocialPeta-Advertiser Analysis,b

33、ased on data retrieved from backend data sourcesDate:Jan-Dec 2021.14Note:Advertisers are sorted by number of deduplicated creativesBoleGamingBoleGamingBoleGamingYotta GamesTalefun Yotta GamesLearningsBoleGamingTap4FunLilith GamesBianfeng GamesGarena IM30Green PandaVOODOOOneSoftLilith GamesLearningsC

34、OLDoodle MobileIGGFuero GamesLearningsLearningsYalla GroupPlayrix Rollic GamesPixonicGoat GamesPoseidonJoyTop 20 Mobile Games on Google Play by Downloads and RevenueDownloads TOP20Downloads TOP20Revenue TOP20Revenue TOP20Source:SocialPeta-APP Intelligence.The downloads and revenue were generated on

35、Google Play,excluding any third-party Android platforms.Date:Jan-Dec 2021.15miHoYoTencent2Insights into Advertising on Top Platforms Worldwide16Meta PlatformsAs the first app that surpassed 2 billion MAU worldwide,Facebook itself has a fairly large amount of traffic,not to mention the platforms owne

36、d by it,including Instagram with over 1 billion MAU,Audience Network with over 0.1 billion MAU,and also the well-known social messaging tool,Messenger.On October 28,2021,Facebook announced that it was rebranding partly as“Meta.”17Top 10 Advertisers on Meta PlatformsSource:SocialPeta-Advertiser Analy

37、sis;sorted by the total popularity of creativesDate:Jan-Dec 2021.Popularity:it is a numerical value related to ad duration,views,and market effect.Creatives with a higher popularity are more competitive.18ColoringSLGPuzzleCasinoCasinoCasinoPuzzleSLGSimulationPuzzleColoringSLGPuzzleCasinoCasinoCasino

38、SLGPuzzlePuzzlePuzzleColoringSLGPuzzleCasinoCasinoPuzzleSLGPuzzlePuzzlePuzzleColoringSLGCasinoPuzzlePuzzleCasinoCasinoPuzzleBoardPuzzleMeta Platforms Had the Most Game Advertisers WorldwideNumber of game advertisers on Meta in 2021 Total AdvertisersAverage Monthly Advertisers47.1K45.3K43.5K43.4K15.3

39、K14.6K14.2K14.0KSource:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.SocialPeta Data Research Institute1947.1K+Insights into Advertising of Mobile Games by Genre onMeta PlatformsCasual game advertisers were the most,a total of over 51.8K advertisers accounting for 17.

40、24%.Followed by advertisers of puzzle games and action games,accounting for 8.15%and 6.78%respectively.RPGs had the most creatives,a total of 5.8M creatives accounting for 14.95%.And RPG advertisers were about 18.2K.Casual games had the most advertisers;RPGs had the most creativesCasual:17.24%Puzzle

41、:8.15%Action:6.78%Role-Playing:14.95%Casual:12.21%Puzzle:11.95%Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.20Share of CreativesShare of AdvertisersAdvertising Cost Trends of Mobile Games on Meta PlatformsAdvertising cost increased;CPM increased by 34%YoY.CPC(

42、$)An average of$2.88up 81%YoYCPM($)An average of$20.99up 34%YoYAn average of 1.28%down 29%YoYCTR(%)Source:SocialPeta-Cost Intelligence,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.21Mobile games in the US had the highest adver-tising cost,with an average CPM of$28.18,CPC of$4.4

43、2,and CTR of 1.08%.Overall,the US had the highest advertising cost,with CPM increasing by 93%as compared to last year.CPM increased in Asian-Pacific countries/re-gions which occupied half of the Top 10 spots.Advertising Cost Trends of Mobile Games on Meta PlatformsAverage CPM for mobile gamesin the

44、US surpassed$28（Sorted by CPM from high to low）Source:SocialPeta-Cost Intelligence,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.22Google PlatformsIts become a habit for overseas people to“Google it”whenever they are planning to do something,go somewhere,or buy something.Its imp

45、ortant to seize the critical moment and present your digital ads properly and timely on Google when people are Googling products or services that you can offer.Whether on computers or mobile devices,a timing ad can help convert people into valuable customers.In November 2006,Google acquired YouTube

46、for$1.65 billion,making YouTube one of its subsidiaries.23TOP1TOP2TOP3TOP1TOP2TOP3Top 10 Advertisers on Google PlatformsSource:SocialPeta-Advertiser Analysis;sorted by the popularity of all creativesDate:Jan-Dec 2021.Popularity:it is a numerical value related to ad duration,views,and market effect.C

47、reatives with a higher popularity are more competitive.24PuzzleMOBAColoringRPGRPGColoringCasualSLGSLGWordRPGMOBASLGRPGRPGActionSLGSLGRPGShooterInsights into Media Buying of Mobile Games on AdmobTotal Creatives980K+Total Advertisers22.1K+22.1K+5.4K+Total AdvertisersMonthly Advertisers980K+142K+Total

48、CreativesMonthly CreativesSource:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.25Popular KOL about Games on YouTubeinvictorGood KOL can help products quickly enter local markets15.1M1SubscribersSpain,SpanishTechno Gamerz23.1M5SubscribersIndia,EnglishMythpat10.9M2Subsc

49、ribersIndia,EnglishAboFlah22.6M3SubscribersSpain,SpanishMikecrack29.8M4SubscribersKuwait,ArabicSource:Noxinfluencer,an overseas influencer marketing platform.Sorted by NOX ratings of influencersDate:Jan-Dec 2021.26Insights into Media Buying of Mobile Games by Type on PlatformsOwned by GoogleCasual g

50、ame advertisers were the most,a total of over 4.7K advertisers accounting for 18.08%.Followed by advertisers of puzzle games and simu-lation games,accounting for 14.51%and 8.6%respectively.Casual games had the most advertisers;Puzzle games had the most creativesCasual:18.08%Puzzle:14.51%Simulation:8

51、.6%Puzzle:16%Role-Playing:13.82%Strategy:12.66%Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.Puzzle games had the most creatives,a total of nearly 180K creatives accounting for 16%.And puzzle game advertisers were about 4.0K.27Share ofAdvertisersShare ofCreativ

52、esVungle is a trustworthy global mobile Internet advertising platform dedicated to providing superior traffic monetization and helping advertisers acquire highly active and high-quality users.Vungle is also committed to changing how users receive in-app ads.With Vungles unique and innovative adverti

53、sing format,developers can maximize the monetization of in-app traffic.Vungle is a platform on which advertis-ers display their ads globally in order to acquire new users and retain valuable users.Data-oriented and based on user experience,Vungle has been creating innovative ad forms,ad creatives,an

54、d other products.So far,ad creatives on Vungle have reached more than 1 billion mobile devices,bringing visitors and revenue to adver-tisers and traffic sellers.Vungle is headquartered in San Francisco,USA,with branches in many places worldwide,including Beijing,London,Berlin,Tokyo,Seoul,Singapore,L

55、os Angeles,New York,and Helsinki.28Percentage of All Types of Creatives on VungleMid-core and hard-core games(RPG&Builder)are one of the major types of games on VungleWith the most creativesaccounting for 45%45%11%8%With the second mostcreatives accounting for 11%Accounting for 8%Percentageof all ty

56、pesof creativesMatch3Match3RPGRPGBuilderBuilderData on this page are provided by VungleDate:Jan-Dec 2021.29Overview of Creatives for Mid-Core&Hard-Core Mobile Gameson VungleIn terms of the ad forms for mid&hard core games,the conversion rates of horizontal videos and vertical videos are very close.B

57、ut it can be seen from the percentage of ad creatives that vertical video ads are clearly superior.Overall,video ads are indispensable to advertising Mid-Core&Hard-Core games.Devel-opers are advised to choose vertical video ads at early stages to increase the exposure of their products.Orientation o

58、f VideosAd FormsVideo LengthEnd CardAs far as video lengths are concerned,videos of over 30 seconds achieve the best performance and the highest conversion rate.Because its the least time needed to fully explain the complicated gameplay of integrated games currently in the market.And,ads with end ca

59、rds have a clear advantage in conversion rate,and are indispensable to Mid-Core&Hard-Core games.Data on this page are provided by VungleDate:Jan-Dec 2021.70%56%63%43%30Conversion rates of horizontal and vertical videos:0.02%&0.15%.Vertical videos have enduring appeal.Conversion rates of rewards and

60、interstitials:0.14%&0.15%.Video ads are indispensable.Overall,videos of over 30 seconds achieve the best performance.Storekit(iOS)is No.1.Playable ads are indispensable to medium&heavy games.Conversion Rate0.15%0.10%0.14%0.06%Video Length30 to 3425 to 2920 to 2435 to 44End-CardStorekitPlayableSTATIC

61、(FSC)Conversion Rate0.12%0.37%0.14%30%3Insights into TopCountries/RegionsWorldwide31Due to changes in version numbers and marketing patterns,advertisers in mainland China have begun to transfer from legend and Xianxia games to money-making and casual games.Insights into Mobile Game Advertisers in Ma

62、inland ChinaShare of advertising by game genresRPGs had the most advertisers,accounting for 23%;while puzzle games had the most creatives,accounting for over 30%.Number of advertisers each monthThe total number of advertisers in 2021 was 10.5K;with 3.7K monthly advertisers.In H2 2021,advertisers red

63、uced significantly due to tightened regulation in mainland China.Source:Chinese version of SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 202132Role-playingCasualPuzzleArcadeStrategyActionSimulationCard40%30%20%10%0%AdventureSportsOtherActive AdvertiserActive CreativeTop 10

64、 Mobile Games in Mainland ChinaApp StoreSource：Chinese version of SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store33Downloads TOP10Revenue TOP10Advertising TOP10Advertising of RPGs played an important role in the

65、markets of HK,Macao,and TaiwanInsights into Mobile Game Advertisers in HK,Macao,and TaiwanCasual games had the most advertisers,accounting for 17%;while RPGs had the most creatives,accounting for over 15%.The total number of advertisers in 2021 was 12.1K,with 6K monthly advertisers.Share of advertis

66、ing by game genresNumber of advertisers each monthSource:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.340%20%10%Role-playingCasualPuzzleStrategyActionSimulationCardAdventureOtherCasinoBoardActive AdvertiserActive CreativeTop 10 Mobile Games in HK,Macao,and Taiwan Reg

67、ions of ChinaApp StoreDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloads TOP10Revenue TOP10Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android p

68、latforms.35Casual and puzzle games had the most advertisers and creativesShare of advertising by game genresCasual games had the most advertisers and creatives,accounting for 26%and15%respectively.Number of advertisers each monthThe total number of advertisers in 2021 was 40.4K,with 13.3K monthly ad

69、vertisers.Insights into Media Buying of Mobile Games in the USASource:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.36Active AdvertiserActive Creative30%20%10%0%Role-playingCasualPuzzleArcadeStrategyActionSimulationCardAdventureOtherCasinoTop 10 Mobile Games in the US

70、AApp StoreDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloads TOP10Revenue TOP10Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.37M

71、ore strategy game advertisers in Japan,while more RPGs advertisers in South KoreaShare of advertising by game typeCasual games and puzzle games had the most advertisers in Japan and South Korea.There were more RPGs advertisers in South Korea and more strategy games advertisers in Japan.Number of adv

72、ertisers each monthThe total number of advertisers in Japan in 2021 was 10.9K,with 5.4K monthly advertisers.The total number of advertisers in South Korea in 2021 was 9.6K,with 4.8K monthly advertisers.Insights into Advertising of Mobile Games in Japan&South KoreaSource:SocialPeta,based on data retr

73、ieved from backend data sourcesDate:Jan-Dec 2021.3820%10%0%Role-playingCasualPuzzleArcadeStrategyActionSimulationCardAdventureOtherActive AdvertiserActive CreativeBoardTop 10 Mobile Games in JapanApp StoreDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloads TOP10Revenue TOP10Source:Soci

74、alPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.39Top 10 Mobile Games in South KoreaApp StoreDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloa

75、ds TOP10Revenue TOP10Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.40Insights into Advertising of Mobile Games in the Southeast AsiaShare of ad

76、vertising by game typeCasual games had the most advertisers,accounting for 18%;while RPGs had the most creatives,accounting for over 16%.Number of advertisers each monthThe total number of advertisers in 2021 was 17.1K,with 7.6K monthly advertisers.Number of advertisers peaked in August.Creatives fo

77、r RPGs accounting for 16%;A higher percentage of creatives for casino games than that in other Asian-Pacific regions Source:SocialPeta，,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.4120%10%0%Role-playingCasualPuzzleArcadeStrategyActionSimulationCardAdventureOtherActive Advertis

78、erActive CreativeCasinoTop 10 Mobile Games in the Southeast AsiaApp StoreDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloads TOP10Revenue TOP10Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store

79、and Google Play,excluding any third-party Android platforms.42Top products mostly contained the element of fight;Creatives for strategy games were outstandingShare of advertising by game typeTop 3 types of games by number of advertisers were casual,puzzle,and simulation.Strategy games had a noticeab

80、le number of creatives,accounting for nearly 12%.Number of advertisers each monthThe total number of advertisers in 2021 was 11.7K,with 5.3K monthly advertisers.Advertisers for each month in H2 2021 remained stable.Insights into Advertising of Mobile Games in the Middle EastSource:SocialPeta,based o

81、n data retrieved from backend data sourcesDate:Jan-Dec 2021.4320%10%0%Role-playingCasualPuzzleArcadeStrategyActionSimulationCardAdventureOtherActive AdvertiserActive CreativeBoardTop 10 Mobile Games in the Middle EastApp StoreDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloads TOP10Rev

82、enue TOP10Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.44Insights into Advertising of Mobile Games in the CISShare of advertising by game type

83、Casual games had over 3K advertisers,accounting for nearly one-fifth.Strategy and role-playing games contributed a great number of creatives in the CIS.Number of advertisers each monthThe total number of advertisers in 2021 was 12.1K,with 5.4K monthly advertisers.Casual game advertisers had an absol

84、ute advantage in numbers.Players preferred shooter games.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.4520%10%0%Role-playingCasualPuzzleArcadeStrategyActionSimulationAdventureOtherActive AdvertiserActive CreativeCasinoBoardTop 10 Mobile Games in the CISApp Sto

85、reDownloads TOP10Revenue TOP10Advertising TOP10Google PlayDownloads TOP10Revenue TOP10Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.464Trend of

86、 Ad Creatives forMobile Games Worldwide47SLGs are in long-cycle operation,so continuous advertising is very important for SLGs.However,advertising cost for hard-coregames has been rising higher and higher and is now very close to games profit.Lords MobileCreatives for Heavy SLGs Start to be LightThe

87、 AntsKiss of WarUnder such a general background,many SLG companies sought to acquire casual game players by adding casual,puzzle or other light elements in the creatives.Though the overall retention rate of casual game players is low,game companies still want to try it because of the relatively low

88、cost and large scale of casual users.Source:SocialPetaDate:Jan-Dec 2021.48According to the mobile game creatives retrieved from SocialPeta backend data sources,more and more SLGs had real people creatives.SLGs used to focus on UE4 creatives,but Lilith Games spent a lot on real-people trail-ers for W

89、arpath upon its release in March this year,which marked the beginning of real-people ads for SLGs.Compared to the UE4 storylines in the past,its hard for real-people creatives to deliver those wild imaginations,but it will be more convincing with real people on camera and it will enhance the social

90、performance of SLGs.More and More SLG AdvertisersStart to Try Real People CreativesRise of KingdomsState of SurvivalThe Lord of the RingsSource:SocialPetaDate:Jan-Dec 2021.49Compared to acquiring users through original creatives,its more efficient to do that by working with celebrities.The celebriti

91、es in the following ads all have lots of royal fans and hence they have great influence.Moreover,each of them is of a quality fit for the product tonality.As a result,its easier to get people to download and play the game.“Celebrities”Help Boost the Popularity of Mobile GamesMariah Careywith Family

92、Islandfor ChristmasSouth Korean movie starKwon Sang-woo withMobile Legends releasedin South KoreaState of Survival withDaryl Dixon(portrayed byNorman Reedus)from AMCsThe Walking Dead The famous football star,Cristiano Ronaldoendorsed Free FireSource:SocialPetaDate:Jan-Dec 2021.50Match-3+X games and

93、business simulation games are medium games played mainly by females.Therefore,creatives for those games mostly tell stories from female perspectives about awful things female players may encounter in real life,for example,a broken family,a broken heart,childcare,makeups,and so on.The creatives tell

94、how miserable the heroines lives are to make players feel sorry for them and want to download the game and change their lives.Advertising of Medium Casual Games Values Female PerspectivesFamily Farm AdventureHomescapesProject MakeoverFamily QuarrelMaritalBreakdown School BullyingSource:SocialPetaDat

95、e:Jan-Dec 202151Traditional“Gameplay”is no LongerDull Thanks to Multiple Elements Gameplay is the core of creatives+Comparison+Bad ending+Short Video+Real People Playing&Other fun elementsSource:SocialPetaDate:Jan-Dec 2021525Industry InsightsMedia,platforms,consulting companies,and game companies53C

96、hinese mobile gaming market was still on the rise in 2021,but at a much lower rate compared to last year with the demand driven by stay-at-home econo-my being fully unleashed.Meanwhile,with the governments constant attention on gaming industry and the introduction of various policies to guarantee th

97、e healthy and smooth development of the industry,the Chinese mobile gaming market has started to focus on refine-ment and globalization of games.As predicted by IResearch,the Chinese mobile gaming market will see a steady 1.Macro Trends in the Gaming Industrygrowth in the following 2 years,transitio

98、n-ing from a market seeking innovation and high speed to a market seeking high quality and stabilization.Going global will be a key strategy for game enterprises,especially top game enterpris-es,in 2022.Our prediction shows that the overseas markets will require games to be more refined in the futur

99、e than in the previ-ous 2 years.The operating modules in general will transition from modules of language areas,to modules of continents,and further to modules of different coun-tries.In the future,games will be seeking to Going global will be a key strategy fortop enterprises in 202254distinguish t

100、hemselves in advertising,marketing,and other specific things about the games release.The Middle East market will be important for games seeking to go global.Middle East has great potential due to its high pene-tration of Internet and rapidly growing game industry.2.Micro Trends in the Gaming Industr

101、yFrom the micro level,the two hot topics in the Chinese gaming industry in 2021 were metaverse and game investment,both implying that industry participants sought to diversify their income and wished to break the ice in the industry.With the possibility of a quick technological breakthrough,VR/AR ga

102、mes that originate from cloud gaming and metaverse will receive more attention from investors till they are finalized.With the increasing interest of players in games,some traditional mobile games will reposition themselves.For example,card RPGs will gradu-ally have a mixed gameplay.The once-minorit

103、y genres of games,including board wargaming SLGs,online co-op games,and anime-style PVE shooters,will gradually expose to the public and receive a number of core users.2021 witnessed major changes in the advertising industry.The release of iOS14.5 drove many advertisers out of personalized advertisi

104、ng of iOS system ads,placing all advertisers on the same starting line to replan advertising on iOS.But based on the updates of advertising systems on various top platforms,advertising platforms in the future will value users privacy more,data optimi-zation systems will involve more black-box testin

105、g and rely more on AI learning models for optimization.Therefore,how to reach target users effectively will be a major question to be discussed during the exploration of the media buying industry.Advertising Industry Forecast for 2022Googles currently major products AC1.0,AC2.0,AC2.5,AC3.0,and Faceb

106、ooks Automated App Ads(AAA)all forced advertisers to change their advertising strategies from focusing on personaliza-tion to creativity.So,its believed that advertisers will be competing in their creative ads for a long time to come.How to connect products with ad creatives?How to tell stories of c

107、reative ads in way to attract more users and cater to their taste?Those are the key questions to solve before winning the competition of creative ads.Well also research how to know more about target users preferences and tell stories of ads to get users interested.551.Cryptocurrency&NFTsNon-fungible

108、 tokens(NFTs)will grow bigger in gaming,becoming a mainstream alternative to centralized and custodial ownership of virtual assets.This is already providing opportunities for players,creators and developers within gaming the ability to monetize and collaborate in new exciting and decentralized ways.

109、2.Monetization“We expect more studios to lean toward broad market casual to shift from hyper-casual to longer life cycle games with higher monetization potential.We also expect to see more games doing both ad and IAP monetization.Idil Canal,General Manager of Business Solutions,AppLovin3.UA/Performa

110、nce2022 will see mobile developers investing more into alternative mobile payment methods.Discounts will be provided to incentivize users to create accounts for this separate payment flow.Jerome Turnbull,Vice President of Growth,AppLovin4.App and Creator Economies are Gold Mines for MarketersMarkete

111、rs toolboxes have been forever changed and expanded as we emerge from the pandemic and live in a vibrant creator economy world.Consumer behaviors,particularly their use of apps on mobile devices to conveniently conduct and enjoy all aspects of life,coupled with the proliferation of content creation

112、platforms,are creating greater opportunities for marketers to more easily monetize and market to defined,engaged audiences.Katie Jansen,AppLovin Chief Marketing Officer5.Global M&A Activity Is Surpassing All ExpectationsM&A is going to continue to be robust,maybe outstripping the enormous volume in

113、2021 due to:DEMAND-companies need to continue to trans-form themselves to remain relevant and competi-tive given the rapid change and global competi-tion,driven primarily by technology.SUPPLY-more and more companies are being formed given the lower cost to start a business and access to widening poo

114、ls of VC/and related capital,as well as access to the IPO/SPAC markets.6.Business Impact from Covid-19While the pandemic impacted and slowed down many companies,we have seen some businesses grow very quickly despite the circumstances.Fundamentally,companies now on the other side of the pandemic are

115、doing very well and growing at a very high rate,and valuations reflect that.56The mobile advertising industry has been evolving quickly in the past year,for 2022,Chartboost predict:1.User privacy is more important than ever.Apple and Google are releasing privacy protection policies that give adverti

116、sers challenges on user acquisition with-out IDFA.Chartboost and other networks are devel-oping privacy safe solutions to keep delivering good performance to our clients.We recommend advertis-ers to start as early as possible with the SKAN User acquisition test when we still have the benefits of usi

117、ng probabilistic matching in parallel because it will keep us ahead of the game when we lose that 57ability.We also predict that with SKAN limitations,advertisers will focus more on ad creative design and optimization.2.Hybrid model monetization is a trend.Developers are not satisfied with the water

118、fall solution only and are integrating as many bidding partners as possible for higher ad revenue.Chartboost offers Helium as a hybrid model monetization solu-tion that supports both bidding and non-bidding networks and delivers the highest ad revenue and efficiency to developers.3.Developers are ex

119、ploring innovative IAP mechanics and social features to increase user engagement and retention.For gaming developers,Limited time IAP-offers,Piggy bank and battle pass are good choices and worth trying.Developers are expanding their social features like in-game chat,PvP modes and guilds.Report Speci

120、fication1.Copyright2.ExemptionThis white paper is produced by SociaiPetas Ad Intelli-gence team.All the text,pictures,and tables in the report are protected by trademark and copyright laws.Some of the text and data are collected from public information and owned by original authors.Without the writt

121、en permission of relevant companies,any organization or individual shall not reproduce or transmit this report in any form.Any unauthorized.business use of the report is deemed a violation of copy-right and other laws and regulations as well as relevant international conventions.The industry data an

122、d related market forecasts in the white paper are obtained through desktop research,industry interviews,market surveys and other research methods by internal researchers in combination with SocialPeta product data estimates,and are used for industry reference only.The survey data released in the rep

123、ort are obtained through sample surveys,with the data results subject to the samples.Given the limitations of survey methods and samples and the limited scope of survey data collection,the data only represents the basic situation of when the surveys occurred and who the surveys targeted,and only ser

124、ves the purpose of the surveys at the time to provide a basic reference point for markets and users.Given the limited research methods and data acquisition resources,the report is only avail-able to users as market reference data.SocialPeta do not assume legal responsibility for the data and views c

125、ontained in the report.58About SocialPetaWith SocialPeta,you can gain insight into your competitors advertising data.You will be informed of and inspired by advertising data of different dimensions from global networks,media and advertisers.Get inspiration from 1B ad creatives.We cover 80+global ad

126、networks across 70 coun-tries and regions,including Unity,Twitter,YouTube,Facebook and Tik Tok.We have accu-mulated 1B ad creatives,updating 1.2 M+ad creatives on a daily basis.SocialPeta will be a great help when you run out of inspiration for ad creatives.Web:Email:Contact59SocialPeta Global Partn

127、ers6 0SocialPeta Data Research Institute#1 AdvertisingIntelligence PlatformSocialPeta Data Research InstituteIn 2022,the global mobile app market will thrive and have the following trends:I.The merger trend will accelerate in 2022 In January 2022,Microsoft bought Activision Blizzard at the cost of 6

128、8.7 billion,and by far the largest tech deal to date.It implies that much more mobile app enterprises will be acquired in 2022 than in 2021.This is because,in the context of increasing global competition,technologies are the key for enterprises to transform,advance with the times,and become more com

129、petitive.Also,there are more and more startups that have a bigger chance to get venture capital investment and support from the market.II.Apples new regulation impacted marketing behavior In 2021,the implementation of Apples IDFA brought a lot of change to the mobile advertising market.With the intr

130、oduction of Apples tracking transparency,marketers were forced to change their marketing methods on iOS.Therere some long-term effective marketing programs for enterprises,which are to build first-party data,re-design marketing funnels,improve ad creatives,and put more effort into natural growth.III

131、.Finance apps and e-commerce live streaming apps are still explosively popular in 2022 E-commerce live streaming has been very popular in China,and it will soar in western countries in 2022.TikTok will be leading the way into new territories.Amazon,Facebook,Pinterest,and YouTube are also expanding t

132、heir e-commerce on mobile.With the rapid growth of e-commerce apps,finance apps have been increasing greatly with new finance apps focusing on encryption,overseas transfers,and buy now pay later.IV.The number of app advertisers decreased;the number of ad creatives increased 2021 saw a total of nearl

133、y 190,000 mobile apps(non-gaming)advertisers,down 8.23%YoY.It is expected that the number of advertisers will continue to decrease in 2022 and remain steady in 2023.Meanwhile in the advertising market,there were 71,000 monthly active advertisers,with very little change in the number of active advert

134、isers from month to month.PrefaceInsights into Mobile Apps(Non-gaming)Marketing 2021Insights into Advertising on Top Platforms WorldwideInsights into Top Countries/Regions WorldwideAd Creatives Trends for Mobile Apps(Non-gaming)Worldwide/04/18/27/42CONTENTSInsights into Mobile Apps(Non-gaming)Market

135、ing 2021The number of advertisers continued to decline as the market was becoming saturated.Mobile apps(non-gaming)advertisers in mainland China shot up by 45%Nearly 190,000 mobile apps(non-gaming)advertisers this year2021 saw a negative growth of the number of mobile app(non-gaming)ads,which was th

136、e first time in the recent five years.There were a total of nearly 190,000 mobile apps(non-gaming)advertisers in 2021,down 8.23%YoY.It is expected that the number of advertisers will continue to decrease in 2022 and remain steady in 2023.Source:SocialPeta,based on data retrieved from backend data so

137、urcesDate:2017-20215The Number of Advertisers Continued to Decline as the Market was Becoming SaturatedThere were 71,000 monthly active advertisers,with a peak of 77,297 active advertisers in May and very little change in the number of active advertisers from month to month.Active Active A Advertise

138、rdvertiserApril saw the most ad creatives per advertiser,with an average of 306 creatives for each mobile app(non-gaming)advertiser.However,average ad creatives began to decrease in April and had kept dropping to an average of 178 creatives in December.Average Ad CreativesSource:SocialPeta,based on

139、data retrieved from backend data sourcesDate:2017-20216The Number of Creatives Peaked in May and Declined Slowlyafter ThatAverage Duration of Creatives Each YearWith the development of the mobile marketing industry,there were many fixed mature patterns of creatives,which resulted in the increasing a

140、verage creatives.YoY Growth of Average Duration of CreativesAverage Duration of Creatives in 2021Source:SocialPeta,based on data retrieved from backend data sourcesDate:2017-202124.682.2%YoY growthDays7Longer Duration&“Mature”Patterns of CreativesShare of mobile app(non-gaming)creatives by type in 2

141、021Share of creatives by type each yearImage creatives this year accounted for over 55%;video creatives rose to 38%from 14%last year.Number of image creatives in 2021:5.6M+Single-image creatives were widely used by advertisers,especially by advertisers such as books,news,and comics apps which convey

142、ed the cultural value in apps through images,trying to attract potential users more quickly.Video:38.42%Image:55.72%Other:5.86%8Source:SocialPeta,based on data retrieved from backend data sourcesDate:2017-2021Single Image Creatives Accounted for Over 50%There were nearly 120,000 mobile apps(non-gami

143、ng)advertisers in Europe,which was the highest among other regions but a decrease of 5.12%YoY.Mainland China&HK,Macau&Taiwan regions of China saw a remarkable increase in advertisers;Southeast Asia saw a dramatic decline of nearly 20%YoY in advertisers.9Source:SocialPeta,based on data retrieved from

144、 backend data sourcesDate:Jan-Dec 2021.The specific countries/regions will be presented later in this report.China(Mainland,Hong Kong,Macau&Taiwan)Saw a Remarkable Increase in AdvertisersBusiness apps contributed the most advertisers which were totally over 30K.Shopping apps had the most creativesA

145、total of over 27.8M,accounting for over 36%;Followed by creatives for lifestyle and entertainment apps,accounting for 17.77%and 5.95%respectively.Entertainment5.95%10Source:SocialPeta,based on data retrieved from backend data sourcesDate:2017-2021Business Apps Contributed the Most Advertisers,While

146、Shopping Apps Had the Most CreativesShare of CreativesMainland China had an average of 756 creatives per advertiser;followed by Southeast Asia and HK,Macau and Taiwan regions of China with an average of 611 creatives per advertiser and 562 creatives per advertiser respectively.Reading apps spent muc

147、h effort in advertising,with an average of 1751 creatives per advertiser;Followed by social and photo apps.Average creatives for different types of apps(non-gaming)Source:SocialPeta,based on data retrieved from backend data sources.Date:Jan-Dec 2021.The specific countries/regions will be presented l

148、ater in this report.Average ad creatives per advertiser worlzdwide11Mainland China and Reading Apps Had the Most Average CreativesCreatives in mainland China were consumed the fastest,with an average duration of only 11.9 days;followed by creatives in North America and Oceania,with an average durati

149、on of 23.5 days and 28.7 days respectively.Creatives for news apps had the shortest average duration of only 8.6 days due to the timeliness of news;Followed by creatives for reading and social apps,with an average duration of 17.9 days and 21.2 days respectively.Average duration of creatives for dif

150、ferent types of apps(non-gaming)12Source:SocialPeta,based on data retrieved from backend data sources.Date:Jan-Dec 2021.The specific countries/regions will be presented later in this report.Average duration of creatives worldwideDuration of News App Creatives was Obviously shorter than Those for Oth

151、er AppsAndroid apps had an averagely of 435 creatives,11.3%higher than that of iOS appsThe ratio of Android advertisers to iOS advertisers and the ratio of Android creatives to iOS creatives are both around 6:4.Average Creatives per Advertiser435Average Creatives perAdvertiser391Source:SocialPeta,ba

152、sed on data retrieved from backend data sourcesDate:Jan-Dec 2021.41.47%58.53%Percentage of Number of CreativesPercentage of Number of Advertisers61.11%38.89%AndroidiOS13Android Apps Invested More Advertising Effort than iOS Apps1NewsBreakParticle Media2Instagram Meta3IGTVMeta4WhatsApp MessengerMeta5

153、Google Authenticator Google6Messenger Meta7DomestikaDomestika8Wolt DeliveryWolt9Chic Me上海極高信息10DreameSTARY PTE.LTD.11UpliveAsia Innovations Group Limited12Speedd Speedd srl13Opera NewsOpera14SmartNewsSmartNews15ShopeeSea16Flamingo Shop Flamingo Technologies LLC17SHEIN南京領添信息18AliExpressAlibaba19Spoti

154、fy New Music and Podcasts Spotify20IvRose上海極高信息21Snap&TranslateKita Apps22Uber EatsUber Technologies23ImmoweltImmowelt AG24Flipread血色文化傳媒25Lilacnovel文斌 杜26MeditopiaMeditopia27Boutiquefeel上海極高信息28BravonovelLovenovel29TikTokByteDance30GoodNovelGoodNovelNote:Advertisers are sorted by their number of de

155、duplicated creatives.Source:SocialPeta-Advertiser Analysis,based on data retrieved from backend data sources.Date:Jan-Dec 2021.14Top 30 Mobile Apps(Non-gaming)by Advertising on iOS WorldwideNote:Advertisers are sorted by their number of deduplicated creatives.Source:SocialPeta-Advertiser Analysis,ba

156、sed on data retrieved from backend data sources.Date:Jan-Dec 2021.1NewsBreakParticle Media2Opera NewsOpera3FileMasterSmartVisionMobi4PublicInshorts5KwaiKuaishou6SmartNewsSmartNews7PoMelo File ExplorerAndroid Does8TikTokByteDance9One SecurityOne Dot Moblie10Instagram LiteMeta11Google Authenticator Go

157、ogle12HeloByteDance 13Dreame STARY PTE.LTD.14SnackVideo Kuaishou15Opera News LiteOpera16UpliveAsia Innovations Group Limited17StarMakerStarMaker18Messenger Meta19DomestikaDomestika20AliExpress Alibaba21Wolt DeliveryWolt22Innovel STARY PTE.LTD.23Bigo Live百果園信息24Chic Me上海極高信息25NewsBreak LiteParticle M

158、edia26CuteUAsia Innovations Group Limited27BravonovelLovenovel28One BoosterOne Dot Moblie29Apex NewsOpera30Instagram Meta15Top 30 Mobile Apps(Non-gaming)by Advertising on Android WorldwideNote:Advertisers are sorted by their number of deduplicated creatives.Source:SocialPeta-APP Intelligence.The dow

159、nloads were generated on the App Store.Date:Jan-Dec 2021.Downloads TOP301InstagramMeta2WhatsApp MessengerMeta3YouTubeGoogle4TikTokByteDance5FacebookMeta6MessengerMeta7ZOOM Cloud MeetingsZoom Video Communications8Google MapsGoogle9NetflixNetflix10GmailGoogle11Telegram MessengerTelegram12Google Chrome

160、Google13GoogleGoogle14Microsoft TeamsMicrosoft15SnapchatSnap16SpotifySpotify17TwitterTwitter18CapCutByteDance19PinterestPinterest20SHEIN南京領添信息21Google DriveGoogle22DiscordDiscord23WeChatTencent24Google MeetGoogle25Disney+Disney26Picsart Photo&Video EditorPicsArt27Amazon Prime VideoAmazon28Google Pho

161、tosGoogle29Microsoft WordMicrosoft30Microsoft OutlookMicrosoft16Top 30 Mobile Apps(Non-gaming)by Downloads on the App Store Downloads TOP30Downloads TOP30Note:Advertisers are sorted by their number of deduplicated creatives.Source:SocialPeta-APP Intelligence.The downloads and revenue were generated

162、on Google Play,excluding any third-party Android platforms.Date:Jan-Dec 2021.1InstagramMeta2WhatsApp MessengerMeta3TelegramTelegram4SnapchatSnap5FacebookMeta6TikTokByteDance7ZOOM Cloud MeetingsZoom Video Communications8Facebook LiteMeta9Google MeetGoogle10WhatsApp BusinessMeta11CapCutByteDance12Mees

163、hoMeesho13MessengerMeta14Google Play GamesGoogle15TikTok LiteByteDance16TwitterTwitter17MX TakaTakTimes Group18Picsart Photo&Video EditorPicsArt19SpotifySpotify20NetflixNetflix21TruecallerTruecaller22FlipkartWalmart23PLAYitPLAYIT24PinterestPinterest25PhonePeWalmart26JoshDailyhunt27InShot杭州影笑科技28MojS

164、hareChat29One BoosterOne Dot Moblie30KineMasterKineMaster17Top 30 Mobile Apps(Non-gaming)by Downloads on Google PlayDownloads TOP30Downloads TOP30Downloads TOP30Insights into Advertising on Top Platforms WorldwidePlatforms owned by Meta(Facebook,Instagram,Audience Network,and Messenger)Google AdmobA

165、s the first app that surpassed 2 billion MAU worldwide,Facebook itself has a fairly large amount of traffic,not to mention the platforms owned by it,including Instagram with over 1 billion MAU,Audience Network with over 0.1 billion MAU,and also the well-known social communication tool,Messenger.On O

166、ctober 28,2021,Facebook announced that it was rebranding partly as“Meta.”Owned by MetaTop Advertising Platforms Worldwide19It has become a habit for overseas users to“Google it”whenever they are planning to do something,go somewhere,or buy something.Its important to seize the critical moment and pre

167、sent your digital ads properly and timely on Google when people are Googling products or services that you can offer.Whether on computers or mobile devices,a timing ad can help convert people into valuable customers.Google Admob1NewsBreakNews2FileMasterTools3InstagramPhoto&Video4WhatsApp MessengerCo

168、mmunication5PoMelo File ExplorerTools6One SecurityTools7DomestikaEducation8One BoosterTools9Google AuthenticatorTools10IGTVEntertainment1Instagram Photo&Video2NewsBreakNews3IGTVEntertainment4FileMasterTools5WhatsApp Messenger Communication6Instagram LiteSocial7One BoosterTools8PoMelo File ExplorerTo

169、ols9Google AuthenticatorTools10KwaiPhoto&VideoSource:SocialPeta-Advertiser Analysis;sorted by the total popularity of creatives.Date:Jan-Dec 2021.Popularity:it is a numerical value related to ad duration,views,and market effect.Creatives with a higher popularity are more competitive.1NewsBreakNews2F

170、ileMasterTools3PoMelo File ExplorerTools4One SecurityTools5One BoosterTools6Instagram Photo&Video7Google AuthenticatorTools8Opera NewsNews9UpliveSocial10SmartNewsNews1NewsBreakNews2FileMasterTools3PoMelo File ExplorerTools4One SecurityTools5WhatsApp Messenger Communication6One BoosterTools7Google Au

171、thenticatorTools8Opera NewsNews9UpliveSocial10Instagram Photo&Video1TikTok Photo&Video2Bigo LiveSocial3InstagramPhoto&Video4Facebook Social5AShopping6GoogleTools7AudibleBooks8KwaiPhoto&Video9Opera NewsNews10SHEINShopping20Global Top 10 Mobile Apps(Non-gaming)Advertisers on Popular Platforms Number o

172、f mobile app(non-gaming)advertisers on Facebook in 2021149.6K+Total AdvertisersMonthly Advertisers149.6K60.0K140.9K55.6K100.6K40.7K112.9K14.0K21Source:SocialPeta,based on data retrieved from backend data sources.Date:Jan-Dec 2021.S o c i a l P e t a D a t a R e s e a r c h I n s t i t u t eFacebook

173、and Instagram are the Most Popular Platforms among AdvertisersShopping apps had the most advertisers and creatives.The following graph about advertisers shows that shopping apps contributed the most advertisers,nearly 28K,accounting for 12.67%;followed by business and lifestyle app advertisers,accou

174、nting for 11.98%and 11.92%respectively.The following graph about creatives shows that creatives for shopping apps were the most,with a total of over 5.1M,accounting for 17.51%;followed by creatives for lifestyle apps,with a total of over 3.3M.Share of CreativesShopping:17.51%Lifestyle:12.18%Tools:7.

175、57%Share of AdvertisersShopping:12.67%Business:11.98%Lifestyle:11.92%22Source:SocialPeta,based on data retrieved from backend data sources.Date:Jan-Dec 2021.Advertising of Mobile Apps(Non-gaming)on Meta PlatformsCTR increased dramatically,up 27%YoY.Source:SocialPeta retrieved and provided the averag

176、e values about advertising of mobile apps on Facebook worldwide,for the purpose of analyzing the overall cost trends.For reference only.CPC($)An average of$0.44,down 26%YoYCTR(%)An average of 2.25%,up 27%YoYCPM($)An average of$5.41,up 6%YoYSource:SocialPeta-Cost Intelligence,based on data retrieved

177、from backend data sources.Date:Jan-Dec 2021.23Advertising Cost Trends of Mobile Apps(Non-gaming)on Meta PlatformsCountry/RegionCPM($)CPC($)CTR(%)USA14.1422.97Australia11.361.653.13Japan10.261.752.74Singapore9.760.613.4Germany9.750.653.41UK9.320.93.39Canada8.81.143.2South Korea8.461.422.87Taiwan(Chin

178、a)7.861.252.73Macau(China)7.860.23.53USA saw the highest average CPM.3 countries in the world saw a CPM of over$10.Mobile apps(non-gaming)in the US had the highest advertising cost,with an average CPM of$14.14,CPC of$2,and CTR of 2.97%.The US and the two countries following behind,Australia and Japa

179、n,recorded a CPM of over$10 for mobile apps(non-gaming).Japan recorded the highest CPC among all the countries or regions in the chart,which was an average of$1.75.(Sorted by CPM from high to low)Source:SocialPeta-Cost Intelligence,based on data retrieved from backend data sources.Date:Jan-Dec 2021.

180、24Advertising Cost Trends of Mobile Apps(Non-gaming)Meta on PlatformsTotal Creatives1.9M+Monthly Creatives265K+Source:SocialPeta,based on data retrieved from backend data sources.Date:Jan-Dec 2021.1.9M+Total CreativesTotal Advertisers17.6K+Monthly Advertisers14.2K+2517.6K+Total AdvertisersInsights i

181、nto Advertising of Mobile Apps(Non-gaming)on AdmobBusiness apps contributed the most advertisers;Shopping apps had the most creatives.The following graph about advertisers shows that business apps contributed the most advertisers,over 9.2K,accounting for 13.37%;followed by finance and shopping app a

182、dvertisers,accounting for 10.11%and 9.9%respectively.The following graph about creatives shows that creatives for shopping apps were the most,with a total of over 356K,accounting for 16.76%;followed by creatives for social apps,accounting for 10.78%.Shopping:16.76%Social:10.78%Finance:10.22%Share of

183、 AdvertisersShare of CreativesBusiness:13.37%Finance:10.11%Shopping:9.9%26Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.Insights into Advertising of Mobile Apps(Non-gaming)on AdmobInsights into Top Countries/Regions WorldwideMainland China and Hong Kong,Macau&T

184、aiwan regions of ChinaUSA,Japan&South Korea,Southeast Asia,Middle East,the CISCreatives for tools apps accounted for a percentage as great as 35%in mainland China.Share of advertising by app typesTools apps contributed the most advertisers,accounting for 20%;tools apps also had the most creatives,ac

185、counting for 35%.Number of advertisers each month2021 saw a total of 11.3K advertisers;with 4.8K monthly advertisers.The number of advertisers peaked in July and had been in a downtrend after that.Insights into Advertising of Mobile Apps(Non-gaming)in Mainland China28Source:SocialPeta,based on data

186、retrieved from backend data sourcesDate:Jan-Dec 2021.1WeChat2Douyin3Alipay4Pinduoduo5National Anti-Fraud Center6Taobao7Douyin Extreme Edition8QQ9Xiaohongshu10Baidu11得物(毒)12Tencent Video13剪映14淘特15Kuaishou16交管1212317Kuaishou Extreme Edition18Meituan19DingTalk20JD.com1幸福里2淘特3Pinduoduo4JD.com5Anjuke6JD.

187、com HD7Baidu8Kuaishou Extreme Edition9七貓免費小說10Xiaohongshu11Taobao12233樂園13bilibili14Ke Holdings Inc.15Douyin Extreme Edition16Tencent Maps17片多多18米讀小說19天眼查20Alipay Advertising TOP20Advertising TOP20Downloads TOP20Downloads TOP2029Source:SocialPeta,based on data retrieved from backend data sources.Dat

188、e:Jan-Dec 2021.The downloads were generated on the App Store.Top 20 Mobile Apps(Non-gaming)in Mainland ChinaReading apps had an enormous number of creatives in the regions.Share of advertising by app typesShopping apps contributed the most advertisers,accounting for 14%;reading apps contributed less

189、 than 3%advertisers,but had the most creatives.Number of advertisers each month2021 saw a total of 15.4K advertisers;with an average of 6.4K monthly advertisers.The number of advertisers had been in a steady uptrend.30Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 20

190、21.Insights into Advertising of Mobile Apps(Non-gaming)in Hong Kong,Macau&Taiwan Regions of China1Messenger 2Instagram3Domestika4IGTV5傳奇小說大全6小說大全7FastVPN8PoMelo File Explorer9FileMaster10Clean Master ProSource:SocialPeta,based on data retrieved from backend data sources.Date:Jan-Dec 2021.The downloa

191、ds and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.Advertising TOP10 Downloads TOP101YouTube2LINE3Google Meet4Facebook5Google Maps6Instagram7Messenger8Gmail9WeChat10foodpandaDownloads TOP101iQIYI2Google Meet3foodpanda4QR&Barcode Reader5蝦皮購物6OPE

192、N POINT7WePlay8全民健保行動快易通9ZOOM Cloud Meetings10LeaveHomeSafeTop 10 Mobile Apps(Non-gaming)in Hong Kong,Macau&Taiwan Regions of ChinaApp StoreGoogle Play31News,reading,and weather apps contributed to few advertisers but had a high percentage of creatives.Share of advertising by app typesShopping apps

193、contributed the most advertisers,accounting for 11.71%;news,reading,and weather apps contributed about 1%advertisers,but all had about 8%creatives.Number of advertisers each month2021 saw a total of 81.1K advertisers;with an average of 29.6K monthly advertisers.The number of apps in the USA started

194、a downtrend in May.Insights into Advertising of Mobile Apps(Non-gaming)in the USA32Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the

195、 App Store and Google Play,excluding any third-party Android platforms.Advertising TOP10Downloads TOP10Downloads TOP10App StoreGoogle Play1NewsBreak2Instagram3SmartNews4IGTV5Opera News6Dreame7FileMaster8Flamingo 9Bravonovel10Chic Me1TikTok2YouTube3Instagram4Facebook5Netflix6Messenger7HBO Max8ZOOM Cl

196、oud Meetings9Amazon Shopping10Gmail1TikTok2Google Pay3HBO Max4ZOOM Cloud Meetings5Instagram6Cash App7WhatsApp Messenger8Netflix9Messenger10Disney+33Top 10 Mobile Apps(Non-gaming)in the USThe number of advertisers peaked in July;reading apps had the most creatives.Share of advertising by app typesLif

197、estyle,shopping,and business apps contributed the most advertisers;reading,lifestyle,and tools apps had the most creatives.Number of advertisers each month2021 saw a total of 17.8K advertisers;with an average of 7.3K monthly advertisers.The number of advertisers in Korea was slightly higher than tha

198、t in Japan.Insights into Advertising of Mobile Apps(Non-gaming)in Japan&South Korea34Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on t

199、he App Store and Google Play,excluding any third-party Android platforms.Advertising TOP10Downloads TOP10Downloads TOP10Top 10 Mobile Apps(Non-Gaming)in Japan&South KoreaApp StoreGoogle Play1NewsBreak2Instagram3TV4Domestika56Makuake（）7TikTok8Sharee()9Pokekara10Dreame 1PayPay2ZOOM Cloud Meetings3LINE

200、4YouTube5Instagram6Google Maps7TikTok8Google9Gmail10Netflix1Coupang Eats2Netflix3ZOOM Cloud Meetings4 COOV5Karrot6TikTok78Instagram9The 10Coupang Play35Creatives for reading apps accounted for over 15%,with monthly advertisers of over 10K.Share of advertising by app typesBusiness apps contributed th

201、e most advertisers,accounting for 12.57%;reading apps had the most creatives,accounting for 15.52%.Number of advertisers each month2021 saw a total of 27.1K advertisers,with an average of 10.1K monthly advertisers.The number of advertisers peaked in August.Insights into Advertising of Mobile Apps(No

202、n-gaming)in the Southeast Asia36Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-part

203、y Android platforms.Advertising TOP 10Downloads TOP10Downloads TOP10Top 10 Mobile Apps(Non-gaming)in Southeast AsiaApp StoreGoogle Play1FileMaster2PoMelo File Explorer3SnackVideo 4Helo5Innovel6One Security7Instagram 8TikTok9Dreame10Yugto1Facebook2Messenger3TikTok4YouTube5Instagram6ZOOM Cloud Meeting

204、s7CapCut8Google Meet9WhatsApp Messenger10Gmail1CapCut2TikTok3Instagram4Lazada5TikTok Lite6SnackVideo7Google Meet8WhatsApp Messenger9Telegram10Facebook Lite37Tools apps had the most creatives,accounting for over 17%.Share of advertising by app typesShopping apps were top 1 by the number of advertiser

205、s,followed by business and lifestyle apps;creatives for tools apps accounted for over 17%.Number of advertisers each month2021 saw a total of 26.6K advertisers,and an average of 9.5K monthly advertisers;with 4 months advertisers over 10K.Insights into Advertising of Mobile Apps(Non-gaming)in the Mid

206、dle East38Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.Ad

207、vertising TOP10Downloads TOP10Downloads TOP10Top 10 Mobile Apps(Non-gaming)in the Middle EastApp StoreGoogle Play1FileMaster2FastVPN3Fordeal 4Kwai5Instagram 6Dreame 7Yumy 8Clean Master Pro9Domestika10Share Vpn1WhatsApp Messenger2TikTok3YouTube4Instagram5Telegram Messenger6Snapchat7Facebook8Microsoft

208、 Teams9Getcontact10Google Maps1TikTok2WhatsApp Messenger3Instagram4Telegram5Kwai6VivaCut7Snapchat8TikTok Lite9Twitter10Likee39Number of advertisers peaked in April;reading apps had the most creatives.Share of advertising by app typeLifestyle apps contributed the most advertisers,a total of 2.8K;crea

209、tives for reading and tools apps accounted for a relatively high percentage.Number of advertisers each month2021 saw a total of 18.9K advertisers,with an average of 7.4K monthly advertisers.Insights into Advertising of Mobile Apps(Non-gaming)in the CIS40Source:SocialPeta,based on data retrieved from

210、 backend data sourcesDate:Jan-Dec 2021.Source:SocialPeta,based on data retrieved from backend data sourcesDate:Jan-Dec 2021.The downloads and revenue were generated on the App Store and Google Play,excluding any third-party Android platforms.Advertising TOP10Downloads TOP10Downloads TOP10Top 10 Mobi

211、le Apps(Non-gaming)in the CISApp StoreGoogle Play1Instagram2IGTV3PoMelo File Explorer 4Dreame5Domestika6Instagram Lite7FastVPN8speedfiy 9Fast VPN10SWEET.TV1WhatsApp Messenger2Telegram Messenger3Instagram4TikTok56YouTube7Getcontact8VK9Viber Messenger10 1TikTok2Telegram3Getcontact45Instagram6WhatsApp

212、Messenger7Zenly 8Wildberries910Ozon41Trends of Ad Creatives for Mobile Apps(Non-gaming)WorldwideGet insights into top app creatives worldwide on SocialPetaKwaiInviting FoodTIkTokCharming PetsLikeePassionate music and danceShort video apps have become indispensable on phones of mobile users worldwide

213、.With the development of mobile network technologies,network speed has been improved rapidly.Short videos are especially attractive when peoples time is fragmented due to the high pace of modern life in the information-based society,and there is the algorithm of big data recommendation.Of course,tho

214、se platforms can not be entertaining without UGC.Users would make videos of themselves and upload the videos while absorbing other interesting videos,and the high-quality ones would help the platforms attract more new users.43Source:SocialPeta,the copyright of the creatives belongs to the advertiser

215、.Date:Jan-Dec 2021.UGC has Become the Inspiration for Creatives of Short Video AppsXTrend SpeedRemitlyThe breakout and widespread of the covid-19 pandemic have greatly affected the economic globalization and global economic governance,and have brought opportunities to promote a new round of economic

216、 globalization.Especially in the post-epidemic era,global mobile financial apps have a good space for development.More and more users are transferring from the traditional offline financial business to mobile apps,so mobile financial services and customer acquisition are crucial.According to SocialP

217、etas data on ad creatives for finance apps worldwide,the advertisers prefer their ads to show how real people are surprised by great income from investment,or to show professionals analysis.All are very attractive.44OPaySource:SocialPeta,the copyright of the creatives belongs to the advertiser.Date:

218、Jan-Dec 2021.Creatives for Finance Apps Prefer Live-Action PerformanceBravonovelWebnovelDreameCreatives for reading apps are usually strongly connected to the novels provided on the apps.Currently Most popular reading apps focus on female readers;therefore,their ad creatives are mostly about emotion

219、s and ethics.The most frequent elements in the creatives are getting pregnant,cheating,handsome men and beautiful women,emotional entanglement,and so on.45Source:SocialPeta,the copyright of the creatives belongs to the advertiser.Date:Jan-Dec 2021.Emotional Connection is Currently the Mainstream of

220、Reading Creatives46CopyrightThis white paper is produced by SociaiPetas Ad Intelligence team.All the text,pictures,and tables in the report are protected by trademark and copyright laws.Some of the text and data are collected from public information and owned by original authors.Without the written

221、permission of relevant companies,any organization or individual shall not reproduce or transmit this report in any form.Any unauthorized business use of the report is deemed a violation of copyright and other laws and regulations as well as relevant international conventions.Report SpecificationExem

222、ptionThe industry data and related market forecasts in the white paper are obtained through desktop research,industry interviews,market surveys and other research methods by internal researchers in combination with SocialPeta product data estimates,and are used for industry reference only.The survey

223、 data released in the report are obtained through sample surveys,with the data results subject to the samples.Given the limitations of survey methods and samples and the limited scope of survey data collection,the data only represents the basic situation of when the surveys occurred and who the surv

224、eys targeted,and only serves the purpose of the surveys at the time to provide a basic reference point for markets and users.Given the limited research methods and data acquisition resources,the report is only available to users as market reference data.SocialPeta do not assume legal responsibility

225、for the data and views contained in the report.About SociaPeta47With SocialPeta,you can gain insight into your competitors advertising data.You will be informed of and inspired by advertising data of different dimensions from global networks,media and advertisers.Get inspiration from 1B ad creatives

226、.We cover 70+global ad networks across 70 countries and regions,including Unity,Twitter,YouTube,Facebook and Tik Tok.We have accumulated 1B ad creatives,updating 1.2 M+ad creatives on a daily basis.SocialPeta will be a great help when you run out of inspiration for ad creatives.Email:ContactWeb:SocialPetas Global Strategic PartnersSocialPeta Data Research InstituteThanks