What to know about media buying and advertising when entering new markets

What to know about
media buying and
advertising when
entering new markets
Date Source：SocialPeta
www.socialpeta.com

1. Methodology
2. Global Market Analysis
3. Observation: Media Buy in the US Market
4. Observation: Media Buy in the Japanese
Market
5. About SocialPeta Inc.
CONTENTS

© Source: 2020 SocialPeta Inc ,Nov. 2020
Methodology
4
“With the aid of the world's largest advertising intelligence
analysis tool, SocialPeta's data team gives you the perspective
of mobile advertising data in global mobile game markets.
We collect advertising data by sampling in a global scale. We
have currently accumulated over 900 million pieces of
advertising data, and updates up to one million pieces of
advertising data on a daily basis. Based on this huge database,
we can gain an insight into the overall trend of the advertising
industry.
Notes:
Popularity: Estimated based on the duration of creative advertising, the number of
associated ads, and the advertising effect.
Emerging: An ad creative or advertiser that has fast-growing popularity value in a
predetermined period.
Hot: An ad creative or advertiser that has given good impressions after advertising for
30+ days.

02 Global Market Analysis
◆ Global Trend of Active Advertisers
◆ Global Distribution of Creatives in Various Game Genres
◆ Hot Advertisers across Q3
◆ Situation on Facebook Networks

6
Global Market Analysis
Distribution of Advertisers Targeting Android vs. iOS

Active Advertisers
7
■ Under the impacts of COVID-19 and the strict policies placed on games by Apple and other platforms, the number of active advertisers has been
gradually declining since April. In the future, refinement and long-term operation will be the general trends for mobile games.

Active Advertisers in Hot Global Markets for Q3
8© Source: 2020 SocialPeta Inc ,Nov. 2020

Distribution of Creatives in Various Game Genres
9
■ Puzzle game (PUZ) advertisers remain to be the largest contributor of ad creatives, despite showing a slight quarterly decrease; role-playing
game (RPG) and simulation game (SIM) advertisers both witnessed growth in their proportions of ad creatives.

1
0
Ranking Advertiser Main networks Game genre Popularity Deduplicated
creative count
1 Coloring Book - Color by Number & Paint by Number Facebook, Instagram,
Messenger
Coloring 3M 9800+
2 Mafia City Facebook, Google Ads,
Instagram
SLG 860K 5400+
3 Garena Free Fire - Anniversary Google Ads, Facebook,
Instagram
Shooting 442K 5000+
4 Tap Galaxy! Facebook, Instagram, Audience
Network
Idle 298K 4900+
5 Idol Party Facebook, Instagram,
Messenger
Music 336K 4800+
6 Coloren - Color by Number & Puzzle Games Facebook, Instagram,
Messenger
Coloring 377K 4800+
7 ONE PUNCH MAN: The Strongest Facebook, Instagram,
Messenger
Anime & card 327K 4700+
8 Match 3D Facebook, Instagram,
Messenger
Hyper casual 241K 4323+
9 ONE PUNCH MAN: The Strongest (Authorized) Facebook, Instagram,
Messenger
Anime & card 308K 4200+
10 Teen Patti Star - Online teen patti cards game Facebook, Instagram, Audience
Network
Card 240K 4000+
Global Top 10 Hot Advertisers Q3 2020
#Deduplicated rankings based on the number of creatives cumulatively fetched in Q3

Advertising on Hot Global Networks in Q3 2020
Google Ads
Hot countries:
The US, Canada,
Australia, the UK,
Indonesia
Facebook
Hot countries:
The US, the UK,
Canada, Australia,
Germany
Twitter
Hot countries:
Japan, the US,
Canada, Australia,
the UK
AppLovin
Hot countries:
Canada, Germany,
Spain, France, the US
1111© Source: 2020 SocialPeta Inc, Oct 2020

Active Advertisers on FB Networks in Q3 2020
1
2
14298
10742
11285
Facebook
Dominated by PUZ advertisers at 18%
Audience Network
RPG, PUZ and SLG are the three most popular game genres
Instagram
Dominated by RPG advertisers at over 23%

Advertising Costs on Facebook
13© Source: 2020 SocialPeta Inc ,Oct 2020

Cost Intelligence ——Audience Interest & CPA
14
 More accurately target Facebook ad audience, understand the cost of the audience and optimize the audience

Cost Intelligence ——Audience Interest & CPA
15
• What functions are available for CPA analysis?

Cost Intelligence ——CPC Section
16
• Country screening sorted by regional distribution
• Filter by mobile phone operating system (iOS & Android)
• Gender and age dimension analysis

03 Observation: Media Buy in the US
Market
◆ Market Analysis
◆ Hot Advertiser Ranking and Analysis
◆ High-Quality Creative Appreciation

US Market Overview
(SocialPeta's Opinion: The wave of hyper casual games has faded out in the US market)

Most Recommended Advertisers Rankings in Q3 2020
(Note: Deduplicated rankings based on the creative cumulatively placed in Q3)
19
Coloring Book - Color by
Number & Paint by Number
• Popularity value: 3M+
• Deduplicated creative
count: 13K+
• Publisher: Candy Mobile
• Main networks: FB, Ins,
Messenger
Coloren - Color by Number
& Puzzle Games
• Popularity value: 355K+
count: 5300+
• Publisher: Fuero Games Sp.
z o.o.
Messenger
Color Planet - Paint by Number,
Free Art Games
count: 3100+
• Publisher: Games Vessel
• Main networks: FB, AN,
Messenger
Tap Galaxy!
• Popularity value: 447K+.
count: 7300+
• Publisher: Ziliang Wang
• Main networks: Ins,
Messenger, AN
Candy Lucky:Match
Puzzle Game
count: 2900+
• Publisher: Soybean Tech
Ltd.
Messenger

Hot Advertisers Analysis Coloring Book - Color by Number & Paint by Number
#Top media buyer
20
Trend in creative forms
Note: Impression variation trend of different creative
formats in the US market in Q3 2020
Gender of ad audience
Note: data acquired from the US market in Q3 2020
■ Ad creative mainly takes video and
image forms. The largest share is
attributed to image creatives, which
was rising throughout Q3,
approaching 80% in late September.

Hot Advertisers Analysis Coloring Book - Color by Number & Paint by Number
#Top media buyer
21
Impression estimate: 1M+
Days of advertising: 291 Popularity value: 999
Ad network: Facebook
Associated ad: 1
Creative size: 400*400
Ad copy:
Super Relaxing Paint By Number Game
Classic video creative
Impression estimate: 466K+
Days of advertising: 56+ Popularity value: 348
Ad network: Google Ads
Associated ad: 1
Ad copy:
Color and relax.
Simple and addictive.
Recent hot creative

High-quality Creative Appreciation
Ad Creative from Money-making Online Games
22
Real money + live commentary adds
credibility
Live-action creative is the favorite of money-making online games
65K+
Impression
estimate
75
Popularity
value
Candy Lucky: Match Puzzle Game

Ad Creative from Hyper Casual Games
23
战地风暴
The interesting spark generated
by female-oriented + hyper
casual gameplay
Impression
estimate
750K+
Days of
advertising
80+
Popularity value
667
Lip Art 3D

Simulated Image Creative
24
Classic creatives
• Impression estimate: 100M+
• Days of advertising: 100+
• Popularity value: 1000
Creatives with the fastest-growing popularity
Clash of Three Kingdoms Garena Free Fire: Spooky Night Ikariam Mobile
Creatives with the most newly-added impressions

04 Observation: Media Buy in the Japanese
Market
◆ Japanese Market Analysis
◆ Hot Advertiser Ranking and Analysis
◆ High-Quality Creative Appreciation

Japanese Market Overview
(SocialPeta's Opinion: Chinese manufacturers have seized the high ground in the ACG game market)
26
Regional distribution of publishers for new games H1 2020

Hot Advertiser Ranking in Q3 2020
(Note: Deduplicated rankings based on the creative cumulatively placed in Q3)
27
レッド：プライドオブエ
デン
count: 3800+
• Publisher: YOUZU
(SINGAPORE) PTE. LTD.
Messenger
三国志ブラスト-少年ヒー
ローズ
• Deduplicated creative count :
3600+
• Main networks: FB, Ins, AN
AFK アリーナ
• Popularity value: 105K+.
1700+
• Publisher: LILITH
TECHNOLOGY HONG KONG
LIMITED
• Main networks: Twitter, FB, Ins
王に俺はなる - テッペン
を目指せ
count : 1100+
• Publisher: Japan Sansam
Co., Limited
• Main networks: FB, AN,
Messenger
ステラアルカナ~愛の光と
運命の絆
1000+
• Main networks: FB, Ins, AN

Hot Advertisers Analysis レッド：プライドオブエデン
#Hot overseas advertiser
28
■ The advertiser started placing creative in the Japanese market in the first half of July. The quantity of creatives gradually increased, and peaked
in mid-August, with 460+ pieces of creative placed in a single day.
Trend in creative quantity of various networks
Note: Trend in the quantity of creative fetched on various networks in the last 90 days

Hot Advertisers Analysis レッド：プライドオブエデン
#Hot overseas advertiser
29
Ad network: Nend
Associated ad: 1
Copy:
▼世界観ここは「アニマル」のいない大陸、エデン。人間の少女の中には、特定の時
期になると奇妙な能力に目覚める者がいる。怪力を得た者や、魔法に目覚めた者、動物
の耳や爪が生えた者もいた...
Hot video creative
Ad network: AMoAd
Associated ad: 1
Hot image creative

Video Creative from Casual Games
30
Toon Blast
ACG element abounds in the creative
This piece of creative comes from the Japanese local network
Nend.
Impression
estimate
471K+
Days of
advertising
60+
Popularity
value
390

Image Creative from Casual Games
31
Classic creatives
Creatives with the fastest-growing popularity
• Impression estimate: 120K+
LINE CHEF 脳トレパズルの通 LINE PLAY - Our Avatar World
Creatives with the most newly-added impressions
• Impression estimate: 160K+

What SocialPeta Can Do For You?
33
Monitor The Competitions Strategy
Scout For The Best Markets Globally
Browse Ads Creatives By
What’s Most Important
Discover Compelling New Materials
Save A Fortune On The Test
Uncover Thriving New Products

Why Do You Choose Us?
34
Possessing Over 900
Million advertising data
Covering 5 Million
Advertisers
Channel Coverage Around
The World
Exclusive Data Intelligence Multi - dimensional &
Depth
Advertiser Analysis
Hourly Level Updates,
Nearly A Million Updates
Per Day

Our Core Features
35
Provide market analysis and competitive product dynamic analysis
for decision makers
Provide data support for the release team, save trial, costs, and
improve work efficiency by 80%
Provide creative responsibility for design team, increase material
output rate by 200%
Provide the company with a creative blueprint for advertising,
increase creative effects by 80%, and increase user satisfaction by
200%

SocialPeta's Global Strategic Partners

Thanks
Website: www.socialpeta.com
Email: service@vip.socialpeta.com
Tel: +1 (607) 444-5526

What to know about media buying and advertising when entering new markets

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie What to know about media buying and advertising when entering new markets

Ähnlich wie What to know about media buying and advertising when entering new markets (20)

Mehr von AppFollow

Mehr von AppFollow (20)

What to know about media buying and advertising when entering new markets