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Report: Mobile Advertising Q2 2016
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Report: Mobile Advertising Q2 2016
1.
Ad Intelligence Q2 2016
Data Digest
2.
2 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Key Highlights In our latest Ad Intelligence Data Digest, you’ll learn more about: The average length of video ads has grown 67 percent since January to 25 seconds. More advertisers move to video: One out of every four ads on Instagram in Q2 was a video, up 23 percent over January 2016. Revenue Fuels Growth: 40 percent of the top advertisers on Facebook were also in the top 25 grossing apps for June 2016. More Than Just Games: Instagram’s top advertisers included mobile publishers from 10 different App Store categories, showing the most diverse cohort. (pg. 8) (pg. 7) (pg. 13) (pg. 16)
3.
3 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Contents What’s Inside Our Q2 2016 Ad Intelligence Data Digest We highlight the top creatives of the quarter based on share of voice, production value, and impression trends. Top Creatives This quarter, we take an in-depth look at the Instagram ad network, highlighting growth in video ads, app install vs. mobile web, and more! Market Insights Discover the top 20 app install advertisers on five of the largest mobile ad networks: Facebook, Google, Instagram, Pinterest, and Tumblr. Top Advertisers
4.
4 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Welcome to the latest edition of our quarterly Ad Intelligence Data Digest. Today, the Sensor Tower Ad Intelligence platform is being utilized by some of the top advertisers, publishers, networks, venture capitalists, and agencies in the world. This data helps them better understand the mobile ad ecosystem and make informed business decisions. We’re excited to share some of the high level industry trends from the previous quarter in this report. In the following pages, you’ll find an in-depth look at the world of Instagram, quarterly advertiser leaderboards, creative trends, and other valuable insights developed using the data we’ve collected during the second quarter of 2016. Thanks for reading! The Sensor Tower Team Brought to you by Sensor Tower Welcome to the Ad Intelligence Digest
5.
5 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. About Our Data and Platform The Sensor Tower Data Science Team compiled the data provided in this digest using the Sensor Tower Ad Intelligence platform. Figures represented in this report come from Ad Intelligence data for May 1, 2016 through June 30, 2016. Top Creatives were selected based on share of voice, production value, and also impression trends. About the Solution: Ad Intelligence By tracking ads as they’re delivered to actual people, Ad Intelligence accurately measures the world of mobile advertising and reports on key impression metrics, such as Share of Voice and Daily Network Rank. Ad Intelligence’s mobile advertising data is driven by its panelists: millions of mobile users from around the globe. Would your business benefit from access to Ad Intelligence insights and the data used to build this report? See the top advertisers on more than 20 ad networks. Email sales@sensortower.com for more information.
6.
6 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Market Insights
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7 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. 7 Inside Instagram: Image vs. Video Ads One in Four Ads on Instagram is a Video More mobile marketers are finding value in video ads. Video has always meant higher conversion, but in the past, the high production costs deterred app developers from pursuing them more heavily. Today, the share of video ads has grown all the way to twenty-six percent on Instagram — up twenty-three percent since January of 2016. Video Ads Share Continues to Grow on Instagram ShareofTotalAds 0% 25% 50% 75% 100% Nov ‘15 Dec ‘15 Jan ‘16 Feb ‘16 Mar ‘16 Apr ‘16 May ‘16 Jun ‘16 Video Ads Image Ads
8.
8 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. 8 Video Ads Are Getting Longer on Instagram As Brand Advertisers Move to Instagram, Video Ads Get Longer When Instagram first launched its ad platform, advertisers were limited to 15 second limits for video ads. In September ‘15, the team debuted 30-second video ads. Then, in February of this year, the platform started allowing 60-second clips. Part of the reason for the increase is to attract more brand advertisers. As more brands move to Instagram, the average duration of video ads has started to grow. In fact, the average has grown by 67% since January of 2016. As of June ’16, the average Instagram video ad was twenty-five seconds long. 15 sec. 25 sec. January 2016 June 2016 67% Average Video Duration
9.
9 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. 3 of 4 Ads Direct Users to Web, Although App Install Ads Are Eating Into Mobile Web’s Share Mobile Web Notable brand advertisers on Instagram in Q2 include Chevrolet, Jansport, Garnier, and Squarespace. App Install On the App Install side, HBO Now made a considerable push along with Supercell, MZ, and Postmates. 9 Mobile Web Is Still King on Instagram App Install 26% Mobile Web 74% App Install ads represented 26 percent of all impressions on Instagram in Q2 2016; mobile web ads remain clear majority.
10.
10 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. 10 How Does Pinterest Compare to Instagram? The share of App Install ads grew again in Q2 on both Instagram and Pinterest. App Install campaigns represent a larger share on Instagram. Share of Total Ad Impressions United States - Q2 2016 App Install 26% Mobile Web 74% Share of Total Ad Impressions United States - Q2 2016 App Install 17% Mobile Web 83%
11.
11 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. 11 What Types of Advertisers Are on Instagram? Shopping & Entertainment Bounced Back Following the holiday season, Entertainment and Shopping advertisers dialed back their campaigns as expected in the first quarter. In Q2 though, we saw a resurgence from both categories led by mobile-first shopping apps such as Mercari, SHEIN, and OfferUp. Games continued to dominate the leaderboards, led by significant campaigns from MZ and Supercell. Top 5 Advertisers by iOS App Store Category on Instagram (U.S.) Games Shopping Entertainment Social Networking Lifestyle 0% 25% 50% 75% 100% Indexed Impressions
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12 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top Advertisers
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13 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Mobile Strike Wish Clash of Kings HBO NOW Instagram OfferUp Zoosk League of War MARVEL CoC Jurassic World™ Vikings: War of Clans Mercari Lords Mobile iFunny Checkout 51 Clash Royale Magic Rush: Heroes Super Evolution Mile IQ Clover Dating App 25% 50% 75% 100% Top 20 Facebook Advertisers Revenue Fueled User Acquisition 40 percent of the top 10 advertisers were also top 25 grossing apps in June 2016. Strategy Games Had A Huge Quarter From Mobile Strike at No. 1 to the refresh of League of War, strategy games were heavily advertised in Q2. Facebook Advertisers by Indexed Impressions - United States
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14 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Mobile Strike Google App Game of War Amazon HBO NOW Toy Blast YouTube Music WordWhizzle ABC News Clash of Kings Audible Jigsaw HD Panda Pop Magic Rush: Heroes Wish Live.me Cookie Jam Chrome SHOWTIME iFunny 25% 50% 75% 100% Top 20 Google Advertisers AdMob Advertisers by Indexed Impressions - United States MZ Was King on Google The only app separating MZ from owning the No. 1 and No. 2 spots was Google promoting its Google App. Google Was Home to Consistent Spenders 65 percent of the top advertisers on Google we’re also on the Q1 Top Advertisers leaderboard. Google includes the AdMob, DoubleClick, Adwords, and AdX networks
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15 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. HBO NOW Mobile Strike Mercari SHEIN Shopping Clash Royale OfferUp Fullscreen Postmates Whisper Gametime Headspace Amazon App Tap Sports Baseball 2016 The Walking Dead Lyft Shopkick Qapital Unison League 5miles Chatbooks 0% 25% 50% 75% 100% Top 20 Instagram Advertisers Instagram Advertisers by Indexed Impressions - United States More Than Just Games Instagram’s top advertisers represented 10 different app categories, showing the most diverse cohort. Shopping Apps Saw SOV Drop In Q1, four of the top five advertisers were shopping apps. Amazon fell to No. 12, Wish didn’t make top 20.
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16 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Etsy ipsy Macy’s thredUP Sears Kohl’s SHEIN Shopping Tumblr CUPSHE Stylebook BR Poshmark AllModern timeshel JCPenney Ovia Pregnancy Tracker Zola Wedding Registry OpenSky BabyList Oasap 25% 50% 75% 100% Top 20 Pinterest Advertisers Pinterest Advertisers by Indexed Impressions - United States Shopping & Lifestyle Made up 80% Every app, except Ovia, identified as a Lifestyle app according to Apple’s category/sub-category data. Etsy Found Success on Pinterest For the second quarter in a row, Etsy was the No. 1 advertiser in terms of share of voice.
17.
17 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Mobile Strike Episode Game of War The Sims Battle Camp Clash Royale Dashlane MARVEL CoC BINGO Blitz Highrise Cookie Jam Kisses & Curses Poshmark Daily Celebrity Crossword SimCity BuildIt Star Trek Timelines Zoosk CLUE Bingo YAHTZEE With Buddies Magic: The Gathering 25% 50% 75% 100% Top 20 Tumblr Advertisers Tumblr Advertisers by Indexed Impressions - United States MZ Proved It’s in a League of Its Own MZ moved Mobile Strike from No. 5 in Q1 to No. 1 in Q2 while also pushing up Game of War from No. 6 to No. 3. 15 of Top 20 Were in Games Category Dashlane (Productivity) became the first non-game to break into the Top 10.
18.
18 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top Creatives
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19 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top Facebook Creative Mobile Strike by MZ MZ took the top creative again on Tumblr. This time showing rich gameplay footage in this 15-second video ad. www.sensortower.com © 2016 Sensor Tower. All Rights Reserved.
20.
20 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top Instagram Creative Clash Royale by Supercell Similar to what happened on YouTube, a massive push in April helped secure this ad as the most seen creative on Instagram, despite it being phased out by the end of June. www.sensortower.com © 2016 Sensor Tower. All Rights Reserved.
21.
21 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top Pinterest Creative thredUP thredUP found success including their product alongside branded packaging in this advertisement. Good example of a mobile first company working to build brand awareness, while also incentivizing an app install. www.sensortower.com © 2016 Sensor Tower. All Rights Reserved.
22.
22 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top Tumblr Creative Episode by Pocket Gems Once again, Episode claimed the No. 1 spot on Tumblr in Q2 2016. The advertiser also had the most-seen ad on Tumblr in Q1, which was this interstitial prompting users to “play now.” www.sensortower.com © 2016 Sensor Tower. All Rights Reserved.
23.
23 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Top YouTube Creative Clash Royale by Supercell The top creative on YouTube for Q2 was once again a video ad from Supercell. To combat ad fatigue, we started to see a new set of videos in late May. www.sensortower.com © 2016 Sensor Tower. All Rights Reserved.
24.
24 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. App Marketing Intelligence Made Simple Store Intelligence Make strategic decisions with the industry’s most accurate estimates. Sensor Tower is the Leading Platform for App Store Optimization and App Industry Intelligence. Click on a Solution for More Information: Our Solutions Top Charts & Leaderboards Monitor app trends throughout the global app economy. App Intelligence Drive organic growth with the leading App Store Optimization platform. Ad Intelligence Develop winning user acquisition campaigns with crucial mobile advertising insights.
25.
25 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Let’s Talk About Data! Address 275 Battery Street Suite 800 San Francisco, CA 94111 Email sales@sensortower.com info@sensortower.com Social Media Contact Us
26.
26 www.sensortower.com © 2016 Sensor
Tower. All Rights Reserved. Terms of Use This report, and all original content contained within, are wholly owned by Sensor Tower, Inc. © 2016. Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express permission has been granted. App icons, images, and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary. If you would like to republish any of the data contained in this report, please email info@sensortower.com for further information. We’re always happy to work with news organizations to provide custom data and research.
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