Hot Cloud Data: Insights into mobile reading APP advertising in August 2018

With the popularization of mobile smart devices, the mobile reading market has become more active, and the growth of the user scale has promoted the development of the overall reading market. It is estimated that the scale of China's mobile reading market will reach 19.5 billion yuan in 2018, a year-on-year increase of 17.4%. It is estimated that the scale of active mobile reading users will reach 380 million in 2018, a year-on-year increase of 11.8%. In the field of mobile reading, on the one hand, with the explosion of IP value, high-quality IP has become the focus of competition among all parties. In the future, the income of the IP industry chain will become a favorable factor driving the growth of the market scale, and also promote the steady growth of China's mobile reading industry.

Behind the continuous growth of the market is the fierce competition in the field of mobile reading. At present, the mobile reading market has basically formed a competitive pattern among Tencent (China Literature Group), Alibaba (Ali Literature); traditional digital reading brands such as Chinese Online, iReader Technology, and Tower Reading Literature; Zongheng Novels and Panda Reading controlled by Perfect World; telecom operators’ reading bases such as Migu Reading, Wo Reading, and Tianyi Reading; and e-commerce brands such as Kindle Reading, Dangdang Cloud Reading, and JD Reading.

3. Overview of Advertising

In July 2018, AD Insight, a product of Reyun Data, tracked 68 mobile reading apps from 63 companies, with a total of 8,912 advertising plans and 10,689 advertising materials.

The number of advertising plans for mobile reading apps on the iOS platform was 834, and the number of advertising materials was 1,259, accounting for 9.4% and 11.8% respectively;

The number of advertising plans on the Android platform is 8,078, and the number of advertising materials is 9,430, accounting for 90.6% and 88.2% respectively. It can be seen that mobile reading APP advertisers are more willing to choose the Android platform for advertising.

According to AD Insight data, only 40% of mobile reading app ads have been running for more than 30 days, and the overall sustainability of the ads is not strong. Among the top 30 mobile reading app ads, 10 of them were first launched in July (accounting for 33.3%), and the proportion of new entrants in the buying volume is relatively low;

LianShang Reading ranked first in the number of distribution plans and the number of distribution materials, and its primary distribution channel was Tencent Video. The distribution plans on Tencent Video alone accounted for 71.8% of the total distribution plans in July.

In July, mobile reading apps preferred Tencent Video as a distribution channel, accounting for 49.8%. Currently, the age range of Tencent Video users is mostly between 20 and 39 years old, and there are significantly more males than females, which means that males spend more time on videos and have more monotonous lives than females. At the same time, this type of users is also the main target group of mobile reading apps;

The mobile reading app advertising share of Tiantian Kuaibao and Moji Weather is similar, at 19% and 15.5% respectively, second only to Tencent Video.

Comprehensive data shows that mobile reading ads account for nearly 60% of the advertising on video platforms.

According to AD Insight data, large images and three images are the most popular creative types for mobile reading app advertising, accounting for 91% of the total advertising volume in July.

In terms of the content of the ad materials, the large pictures show the content of the novels more in an intuitive dialogue scene to attract users. The video ads show the catalog of popular novels in the product, and at the end of the video, they emphasize that the novels are complete and free, thereby satisfying users' reading needs.

"Novel" has become the most popular word in advertising creatives, with 54% of the creative copy containing the above word. In addition, the words "full version" and "free" are also often used in advertising materials as important selling points of products.

Advertisers also like words such as "even/actually" that express unexpected or incredible, while some advertisements use words such as "CEO", "bodyguard", "beauty", "auntie", "king of soldiers", and "young woman" to highlight the contents of the product. It is worth mentioning that many advertisements use words such as "500,000", as if "500,000" is the maximum debt amount that the author and netizens can bear.

According to the content monitored by AD Insight, some mobile reading apps have sexually suggestive content in their advertising materials, for example: "The sister next door often asks me to massage her whole body, and that day we finally"... "After being tied up after drinking, she was served to the man as a dessert..." The landing pages of these material links are also full of text content that skirts the line of pornography. Usually, it is a paragraph of extremely exaggerated text, which often stops abruptly at the most critical moment, with the words ">>> To be continued, click to continue reading" appearing. After the user clicks on it, the APP will be downloaded.

Male users' preferences are evenly distributed among various types of literature. They prefer historical military, science fiction and fairy tales the most, but they also like other themes to a certain extent. Therefore, when advertisers target male users, they mainly focus on fairy tales, science fiction and emotional content, such as the "sexually suggestive advertising materials" mentioned above.

Female users have a more concentrated preference distribution, mainly liking modern and ancient romance novels and urban reality-themed works, such as CEO stories, sweet pet stories, and strong female stories. Therefore, the advertising materials targeting women are mostly about "domineering CEO", "soldier king bodyguard", "gorgeous transformation" and so on.

AD Insight can be used to obtain macro statistics of APP advertising and derive the advertising trends of various APPs in different media in the future. It can also help you understand the content of advertising materials in an industry or sub-industry at any time, evaluate the popularity of advertising materials and user preferences, and thus understand the scale of competitive products over a period of time. It can also monitor the mobile application delivery trends in an industry or sub-industry, and quickly understand the current scale of industry advertising through the rankings and advertising materials of games, applications, media and brands in any time period.