Following the release of the Mobile Games Whitepaper two weeks ago, SocialPeta released its H1 2022 Mobile App Marketing Whitepaper, which analyzes apps (not games) in terms of global market, advertising and marketing, industry data and trends. The report covers 72 countries/regions around the world, 90 domestic and international mobile marketing channels, and over 1.2 billion mobile marketing data.
- Overview of global advertising market data
- Decline in Europe and Americas, up in Asia Pacific: Total creative headcount down nearly 30% year-on-year
In the first half of 2022, mobile apps (non-games) saw over 4 million ads, down 27% YoY, and over 130,000 advertisers, up 6.24% YoY.
Europe and America and mainland China reported significant declines in the number of app advertisers, a 44% year-over-year decline in mainland China, a 15% year-over-year decline in Europe, and a 22% year-over-year decline in North America. The Asia-Pacific region (excluding mainland China) saw a significant increase in the number of app advertisers, including the Chinese regions of Hong Kong, Macau, and Taiwan, which saw nearly 40% year-over-year growth in the number of advertisers.
- Reading apps had 800 monthly creatives, double the creatives for social apps
Among all app types in the first half of 2022, shopping apps had the most advertisers and creatives, with shopping app advertisers accounting for 12.55% and shopping app creatives accounting for 17.19%.
Reading apps had the highest creative requirements, with 808 creatives released by each advertiser in a month, which is double the number of creatives for social apps in 2nd place.
- App Store downloads, earnings and advertising charts
- Tools, shopping and social apps were the top apps.
- Reading apps have had an outstanding number of creatives; [TikTok] dominated the American market
- Overview of the global mobile app Marketing in popular countries/regions
There was an increasing demand for global pan-entertainment, leading to rapid growth of the online fiction market. In the Americas, creatives for reading apps grew over 6% year over year. Office business apps advertisers had the highest percentage at 12.90%; Advertisers for news, reading, and weather apps all made up about 1%, but their ads all made up about 8%.
- Data analysis from advertising platforms
In the first half of the year, Facebook had over 128,000 app advertisers. Compared to the first half of 2021, there was a 9.42% year-on-year decrease in the number of app advertisers across all meta-platforms. On the platforms, shopping app advertisers were the most represented with a share of 14.35%; followed by advertisers for lifestyle apps and office business apps with 11.80% and 11.35%, respectively.
News apps topped the list of advertisers on meta-platforms, and apps in the top 10 charts were mostly tools, news, and social apps.
4. Cost intelligence in the app market
- CPM up 64% MoM; 3 countries had a CPM above $10
Overall, mobile app advertising expenses continued to grow in the first half of 2022, with an average CPM of $9.16, up 64% mom; an average CPC of $0.93, up 181% mom; an average CTR of 2.74%, up 22% month-on-month.
The US had the highest mobile app advertising costs with an average CPM of $11.88, a CPC of $1.8 and a CTR of 2.79%. Three countries/regions including Australia and Singapore had a CPM above $10. Singapore had the highest advertising costs in Asia Pacific, followed by South Korea and Japan.
5. Analysis of app creatives
- As the global demand for pan-entertainment increased, short video, live streaming and entertainment platforms suffered a serious involution
TikTok, Bigo Live and other short video apps and live streaming platforms have changed the dominance of meta platforms, leading to fierce competition among thousands of live streaming platforms.
- Creatives for tools apps are mostly seen in real life scenes and highlight the app’s powerful exclusive features.
- 6. Trends in the app industry
- Financial apps usually have real people in their creatives to gain customers’ trust
- To avoid fierce competition, app globalization should seek opportunities in T3 market
The T3 market has accelerated the construction of its digital infrastructure after COVID-19. Financial technology, e-commerce, social interactions and entertainment, gaming and other industries in many T3 markets deserve a lot of attention. For example, thanks to huge demand for FinTech services and strong government support, Mexico’s FinTech business has quickly grown into one of the most important FinTech systems in Latin America.
- Online media have more options
The online media market, including global video, music and gaming apps, is expected to grow from US$17 billion (about RMB110.09 billion) to US$35 billion (about RMB226.65 billion) in 2020 RMB) will grow in 2025. Such a huge market has attracted many competitors.
- The combination of Metaverse and social apps
Since the Metaverse concept became a sensation, a new “Metaverse” app has been released every day. From November 2021 to January 2022, there were 552 apps named Metaverse. But these apps were created crudely and quickly, and there was no official definition of Metaverse apps. So, Metaverse Social Apps is still in a very early stage and there is still a very big gap to be filled before Metaverse has any big profit potential or becomes a big hit.
The data of this report covers 72 countries/regions worldwide, with 90+ mobile marketing platforms around the world and 1.2 billion+ mobile marketing creatives in total. You can download the full report to know more about the app industry data and growth opportunities.