Most of the marketing budget of top-grossing mobile games is spent on advertising on social networks and on video. The AdColony advertising network told about this in its research report for the second half of 2015. Briefly about his main theses, – in our material.
First, about the study itself. Its results are the results of a survey of one hundred top cash mobile companies. Who exactly took part is not reported. 78% of respondents are mobile game development companies. The rest are developers of other types of mobile applications. Everyone has a monthly budget for the purchase of installations of more than $ 1 million.
So, the main result of the study is that most of the marketing budget is spent on promotion in social channels. However, about the same amount goes to promotion via video.
Most likely, in the next half of the year, the share of those who spend a lot on “social promotion” will fall. The fact is that from 2013 to 2015, the share of those who were going to increase spending on such promotion fell (while the number of advertisers on Facebook was steadily growing).
In turn, the number of those who switch to video advertising is growing rapidly. In just six months (from the first half of 2015 to the second half of 2015), the number of teams that announced an increase in spending on video increased by 24.1%.
Formats such as fullscreen advertising (interstitials), promotion in free application networks (Free App Networks), offerfalls are not exactly “going down in history”, but fewer and fewer developers are going to increase their spending on these channels.
Just below is a table with a detailed indication of the formats used by the majority of respondents. Four formats are in the lead: full-screen video (97%), advertising in the social feed (97%), full-screen advertising (92%) and banners (92%).
The most effective of them are video ads (93%), posts in the social network feed (88%), videos in the feed (76%) and fullscreen ads (59%).
Out of curiosity:
- 42% of companies collect data on the results of an advertising campaign every day and immediately try to optimize it.
- 80% of teams localize their advertising campaigns.
- 90% of the teams are going to increase advertising spending in general this year. 76% are going to take up channel testing more tightly.
- 58% of the surveyed teams are engaged in the purchase of traffic from 2 to 5 employees.
A source: adcolony.com