H1 2023 Insights into Marketing Trends of Global Mobile Apps
Download PDFJul, 2023 1
H 1 2023
Insights into Marketing Trends
of Global Mobile Apps
MOBILE APPS MARKETING
22
About SocialPe ta
With SocialPeta ,you can spy on your competitors’ ad data ,and get ad data from
networks, media, and advertisers around the world to inspire you .SocialPeta covers
nearly 70 countries/regions and over 70 well -known ad channels worldwide, such as
Facebook, Twitter, YouTube, TikTok ,and Unity .We provide nearly 1.3 billion ad
creatives, updating millions each day .Through duration, impressions, popularity,
and interactions, we can quickly locate the active high -quality creatives which will
be provided to you in real time to help with your marketing plan .
As one of the world -leading advertising and marketing platforms, SocialPeta boasts
a huge database and the experience of working with thousands of game companies
and providing mobile game workers with more practical methods in order to develop
more popular games .
5.10M
APP Advertisers
1.3B
A d Creatives
1.20M
D aily U pdates
Website: https://www.socialpeta.com/
33
About Snap
Snap Inc . is a technology company . As a social media app popular around the world,
Snapchat is a pioneer of AR ads and an advocate of immersive ads, providing services to
thousands of Chinese companies when entering the global market .
Snapchat for Business offers omni -channel social media marketing solutions to enterprises
in all industries and of all sizes . We believe Snapchat ’s core users represent the next –
generation shoppers who value brand stories and shopping experience and love to try new
technologies and immersive interaction with brands .With Snapchat, full -screen immersive
experience and highly convincing digital ads are provided for advertised brands to reach
quality customers efficiently, so advertised brands can acquire core users and build their
unique brand images faster, which, in the end, will lead to ahigher conversion rate .
www .snapchatforbusiness .com
383 M
dai ly active users (DAUs)
750 M
m onthly active users (M AUs)
0 .5 M
users sending snaps every day
Source
:Snap
Inc
.internal
data
Q12023
Snap
Inc
.Investor
Day
Feb,
2023
Exclusive insights from Nibbles Lin, Snap’s
head of China gaming business
4
As the world has changed with the development of technology in the past 3 years,
people’s entertainment demands in the new media time have also changed . Middle East
and other emerging markets started to rise . Thanks to Internet traffic’s diversity and
independence, the joint realization of brand building and good sales performance has
developed in an all -around way . The industry as a whole has advanced to a completely
new stage in terms of data and content analysis, and so has Snap by offering its
cooperative partners more comprehensive, novelty, and efficient marketing modes and
providing perfect solutions for advertisers to completely boost their brand awareness .
55
CONTENTS
Advertising Trends & Marketing Prospects
Insights into Global Mobile App Marketing
1. Insights into Marketing Trends of Global Mobile Apps
2. Marketing Trends in Top Countries/Regions
3. Marketing Trends of Top Mobile App Types
1. Trends of Social Media Advertising
2. Insights into Middle East Mobile App Marketing
3. Snapchat AR Begins A New Chapter of Marketing
Overall data, by region, by type, marketing on iOS and
Android, charts by advertising, downloads, and revenue
North America, Japan & South Korea, Southeast Asia,
Middle East, Africa
Social, health, reading, tools, entertainment
/11
/22
/38
/60
/62
/66
66
SocialPeta
INSIGHTS INTO MOBILE APP MARKETING IN H1
77
MARKETING TRENDS AND INDUSTRY INSIGHTS
Insights into Marketing Trends
of Global Mobile Apps
01
88
Insights into Global Mobile App Marketing
• Q1 2023 saw nearly 170 K advertisers with new creatives, accounting for over 93 %
• Q3 2022 saw over 2 million new creatives, and new creatives have been accounting for over 70 % ever since Q2 2022 .
In Q 1 and Q 2 2023 ,new creatives steadily accounted for over 72 % ,slightly lower than the peak in 2022 .
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 2022
– Jun
. 2023
89.36% 87.76%
88.34%
91.13%
93.27% 93.29%
84%
85%
86%
87%
88%
89%
90%
91%
92%
93%
94%
0 K
20 K
40 K
60 K
80 K
100 K
120 K
140 K
160 K
180 K
200 K
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2
Advertisers with new creatives Percentage
Advertisers with new creatives
in Q 2 2023
17 .2 W , 93 .29 %
New creatives in Q 2 2023
24 .8 M , 75 .36 %
65.84%
75.19% 72.52% 75.17% 72.67% 75.36%
40%
45%
50%
55%
60%
65%
70%
75%
80%
0.0M
5.0M
10.0M
15.0M
20.0M
25.0M
30.0M
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2
New creatives Percentage
99
Insights into Mobile App Marketing in Different Regions
Europe had the highest number of monthly advertisers
Southeast Asia, Middle East, Africa, and South Asia all
had over 180 monthly creatives .
0
50
100
150
200
250
0K
10K
20K
30K
40K
50K
60K
70K
Europe North America Oceania South America Southeast Asia Middle East Japan & South
Korea
South Asia China’s HK,
Macao & TW
Africa
Monthly advertisers Monthly creatives
Monthly advertisers in Europe :
57 .2K
Europe kept the highest number of
monthly advertisers, about 57 ,000 ,
12 .6% more than that of North
America which ranked No .2.
Monthly creatives in Africa : 198
Africa reported an average of 198
monthly creatives per advertiser,
followed by South Asia and Southeast
Asia .
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
1010
Percentages of advertising by app type
Category % of Advertisers YoY Change
Office Business 12.51% +0.22%
Shopping 11.28% +1.28%
Lifestyle 10.54% -0.52%
Tools 8.32% +1.41%
Finance 8.1% -2.18%
Entertainment 6.2% +0.31%
Health & Fitness 6% +0.23%
Food & Drink 5.92% -0.51%
Education 5.27% +0.78%
Productivity 4.7% +0.57%
Category % of Creatives YoY Change
Office Business 15% -2.39%
Shopping 14.92% +4.65%
Lifestyle 11.1% +0.79%
Tools 7.45% +0.9%
Finance 7.36% -0.78%
Entertainment 6.86% -0.23%
Health & Fitness 6.82% -0.66%
Food & Drink 5.54% -0.94%
Education 3.61% +0.17%
Productivity 3.5% +1.05%
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 2022
– Jun
. 2023
1111
Insights into Advertising of Mobile Apps on iOS & Android
Creatives on Android started to rise, accounting for over 70 % .
Mobile app advertisers on iOS & Android in
H 1 2023
Average creatives for advertisers on Android were
39 .2% more than those on iOS . And iOS
experienced significant fluctuation of the number of
creatives to remain below 20 M since H22021 .
Average creatives on iOS in H12023
190
Average creatives on Android in H1
2023
264 42.60% ,23.0M
31.49% ,13.7M
28.67% ,11.9M
30.26% ,17.3M
28.28% ,15.7M
57.40% ,31.0M
68.51% ,29.8M
71.33% ,29.7M
69.74% ,39.8M
71.72% ,39.7M
0.0M 10.0M 20.0M 30.0M 40.0M 50.0M 60.0M
2021H1
2021H2
2022H1
2022H2
2023H1
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
1 – Jun
. 2023
1212
Percentages of game ad creatives by type
Video
42.35%
Image
51.74%
Carousel
3.08%
Html
2.77% Other
0.06%
87K
Impressions per creative on iOS : 95 .5K
Impressions per creative on Android : 83 .3K
Typ e w i th th e hi gh est i mp ressi ons p er
creative : Finance
57.90% 54.13% 52.30% 51.17% 50.60%
36.65%
42.86% 44.68% 45.09% 45.99%
H1 2021 H2 2021 H1 2022 H2 2022 H1 2023
Percentages of impressions of video and image creatives
Impressions of video creatives accounted for over 45 % in H12023
Impressions of image creatives started a downward trend
Estimated impressions
per creative
Percentages of ad creatives
by type in H1 2023
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
13
Apps by Advertising on iOS 丨 TOP 30
11 Lemon8
ByteDance
Social
12 Wolt Delivery
Wolt
Food & Drink
13 MoboReader
畅读科技
Online Fiction
14 Bored Panda
Bored Panda
Entertainment
15 Flamingo Shop
Flamingo Technologies
Shopping
16 We Heart It
We Heart It
Social
17 AXS Tickets
AXS
Ticketing
18 SHEIN
Shein
Shopping
19 Trendyol
Trendyol
Shopping
20 Joyread
Joyread
Online Fiction
21 falabella.com
Falabella
Shopping
22 Kiwi.com
Kiwi.com
Photo &
Video
23 ICA
ICA Sverige
Food &
Drink
24 Webfic
Dianzhong Tech
Online
Fiction
25 PeachLive
乐积科技
Social
26 DICE: Live Shows
DICE.fm
Ticketing
27 BueNovela
GoodNovel
Online
Fiction
28 KAYAK
Kayak
Travel
29 Monster
Randstad
Business
30 HALARA
dfsapp
Shopping
1 Lazada
Lazada
Shopping
2 Temu
Pinduoduo
Shopping
3 Fever
Fever Labs
Local
4 SmartNews
SmartNews
News
5 GoodNovel
GoodNovel
Online
Fiction
6 HERE WeGo
HERE Apps
Navigation
7 Sympla
Sympla
Ticketing
8 WhatsApp Messenger
Meta
Social
9 LightInTheBox
LightInTheBox
Shopping
10 와디즈
WADIZ
Finance
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
14
11 Hulu
Hulu
Entertai
nment
12 Duolingo
Duolingo
Educati
on
13 LINE マンガ
LINE
Reading
14 ESPN
Disney
Sports
15 YouTube Music
Google
Music
16 TikTok ティックトック
ByteDance
Entertai
nment
17 Pandora
Pandora
Music
18 Hinge Dating App
Match Group
Social
19 Peacock TV
Peacock TV
Entertai
nment
20 Crunchyroll
Ellation
Entertai
nment
1 YouTube
Google
Photo & Video
2 TikTok
ByteDance
Entertainment
3 Tinder
Match Group
Social
4 Disney+
Disney
Entertainment
5 ピッコマ
Kakao piccoma
Reading
6 HBO Max
WarnerMedia
Entertainment
7 Bumble
Bumble
Social
8 Audible
Audible
Reading
9 LinkedIn
LinkedIn
Business
10 Netflix
Netflix
Entertainment
11 Google Chrome
Google
Tools
12 SHEIN
Shein
Shopping
13 Messenger
Meta
Social
14 Spotify
Spotify
Music
15 Snapchat
Snap
Photo &
Video
16 Netflix
Netflix
Entertainment
17 Temu
Pinduoduo
Shopping
18 WeChat
Tencent
Social
19 Twitter
Twitter
News
20 Google Drive
Google
Productivity
1 CapCut
ByteDance
Photo &
Video
2 WhatsApp Messenger
Meta
Social
3 YouTube
Google
Photo &
Video
4 Instagram
Meta
Photo &
Video
5 TikTok
ByteDance
Entertain
ment
6 Google
Google
Tools
7 Google Maps
Google
Navigatio
n
8 Gmail
Google
Productivi
ty
9 Telegram
Telegram
Social
10 Facebook
Meta
Social
14
Download Chart Revenue Chart
Top Apps on the APP Store
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
15
Apps by Advertising on Android 丨 TOP 30
11 Fast VPN Pro
VPM Master
Tools
12 Super VPN
MiniVPN Dev
Tools
13 Calculator Vault
Lara Pollar
Productivity
14 App Lock
Lara Pollar
Productivity
15 Normal Link
Normal Mobile Tec
Tools
16 VPN Proxy
VPM Master
Tools
17 SecretProxy
OVER TOOL
Tools
18 Fast VPN
VPM Master
Tools
19 QRScanner
VPM Master
Tools
20 OK VPN
OKVpnTeam
Social
21 super stable proxy master
PRIME DIGITAL Tools
22 Phone Doctor
Cheryl Cook
Productivity
23 Cyber Proxy
SeasMall ECommerce
Tools
24 Daily VPN
UPUP TECHNOLOGY
Tools
25 TikTok
ByteDance
Short video
26 FlyMax
ouou Zhou
Tools
27 Leap Proxy
YIZE DEV
Tools
28 Crypto.com
Crypto.com
Finance
29 Wak Master
Hugeco
Tools
30 Fever
Fever Labs
Local
1 NewsBreak
Particle Media
News
2 Instagram
Meta
Photo & Video
3 Instagram Lite
Meta
Photo & Video
4 Temu
Pinduoduo
Shopping
5 Lazada
Lazada
Shopping
6 Opera News
Opera
News
7 Public
Inshorts
Social
8 SHEIN
Shein
Shopping
9 HERE WeGo
HERE Apps
Navigation
10 File Cleanup Expert
File Tech
Productivity
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
16
11 Microsoft OneDrive
Microsoft Productivity
12 Pandora
Pandora Music
13 Audible
Audible Reading
14 Duolingo
Duolingo Education
15 BIGO LIVE
JOYY Social
16 DAZN
DAZN Sports
17 Peacock TV
Peacock TV
Entertainme
nt
18 KakaoPage
Kakao Reading
19 Chamet
富聊科技 Social
20 LINE マンガ
LINE Reading
1 Google One
Google Productivity
2 TikTok
ByteDance Entertainment
3 Disney+
Disney Entertainment
4 HBO Max
WarnerMedia Entertainment
5 Tinder
Match Group Social
6 Bumble
Bumble Social
7 ピッコマ
Kakao piccoma Reading
8 Twitch
Twitch Interactive Entertainment
9 TikTok ティックトック
ByteDance Entertainment
10 Crunchyroll
Ellation Entertainment
11 Spotify
Spotify
Productivit
y
12 SHEIN
Shein Shopping
13 TikTok Lite
ByteDance
Entertainm
ent
14 Meesho
Meesho Shopping
15 Instagram Lite
Meta
Photo &
Video
16 Truecaller
Truecaller
Communic
ation
17 JioCinema
Reliance Jio
Entertainm
ent
18 Picsart
Picsart
Photograph
y
19 QR & Barcode Scanner
Gamma Play Tools
20 Twitter
Twitter News
1 WhatsApp Messenger
Meta Social
2 Instagram
Meta
Photo &
Video
3 Snapchat
Snap
Photo &
Video
4 CapCut
ByteDance
Photo &
Video
5 Facebook
Meta Social
6 TikTok
ByteDance
Entertain
ment
7 Telegram
Telegram Social
8 WhatsApp Business
Meta Social
9 Facebook Lite
Meta Social
10 Messenger
Meta Social
16
Download Chart Revenue Chart
Top Apps on Google Play
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
17
Source
: OneSight
. BrandOS
Top
Global
Brands
on Social
Media
data
from
Facebook,
Twitter,
Instagram,
YouTube
Date
Range
: 1 Jan
. 2023
– 15 Jun
. 2023
BrandOS in H 1 2023 : Top Global App Brands on Social Media
Rank Chinese Name English Name BrandOS
1 Tencent 视频 WeTV 320.6
2 抖音 TikTok 269.8
3 爱奇艺 iQIYI 257.4
4 芒果 TV MangoTV 243.7
5 Boomplay Boomplay 222.1
6 哔哩哔哩 Bilibili 220.4
7 Filmora Filmora 185.6
8 WeComics WeComics 179.9
9 快手 Kwai 175.5
10 Dreame Dreame 174.7
Rank Chinese Name English Name BrandOS
11 BIGO LIVE BIGO LIVE 163.5
12 BueNovela BueNovela 157.8
13 KKBOX KKBOX 152.9
14 美易照片 picsart 148.2
15 Trovo Trovo 136.0
16 优酷 Youku 127.0
17 滴滴 DiDi 124.3
18 Inshot Inshot 120.7
19 宝宝巴士 BabyBus 117.1
20 GoodNovel GoodNovel 116.8
1818
Insights into Mobile App Marketing
in Top Countries/Regions
02
MARKETING TRENDS AND INDUSTRY INSIGHTS
1919
North America
20
• Despite aslight change, the overall share of image creatives remained at 50 % or
above ;
• Compared to H1 2021 ,the share of image creatives reduced by about 9% in H1
2023 ;
• The share of video creatives rose slightly to exceed 44 % in H12023 .
20
Insights into North American Market
Source
: Online
data
from
Wikipedia
& World
Bank,
only
covering
some
top
countries/regions
95%
% of advertisers
North America experienced the
fiercest competition as there
were nearly 95 % advertisers
with new creatives in H1 2023
37%
% of creatives
In North America, new creatives
accounted for about 37 % of all
active creatives for mobile apps
(non -game) in H12023 , indicating
the highest update frequency of
creatives
Creatives and advertisers with creatives
newly released in H 1 2023
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2021 H2 2021 H1 2022 H2 2022 H1 2023
Image Video Carousel Other
2121
Insights into Top Mobile App Types in North American Market
• Entertainment apps grossed the highest revenue, much higher than those of photography apps and health & fitness apps .
• Entertainment apps also reported the most downloads, followed by shopping apps .
Reading apps contributed the most ad creatives, followed by lifestyle apps .
Source
: SocialPeta
– APP
Intelligence
; collecting
data
of
regional
advertising,
and
data
of downloads
and
revenue
from
App
Store
& Google
Play
Date
Range
: Jan
. 2023
– Dec
. 2023
21%
12%
10%
8% 7%
42%
Top app types by advertising
Tools Reading Lifestyle Shopping Office Business Other
25%
9%
9%
8% 8%
41%
Top app types by revenue
Entertainment Photography Health & fitness
Lifestyle Social Other
19%
14%
7%
6% 6%
48%
Top app types by downloads
Entertainment Shopping Social
Communication Productivity Other
2222
Japan & South Korea
2323
Insights into Japanese & South Korean Markets
Source
: Online
data
from
Wikipedia
& World
Bank,
only
covering
some
top
countries/regions
92%
% of advertisers
In Japan & South Korea, advertisers
with new creatives accounted for
nearly 92 % in H1 2023 , a
percentage slightly lower than in
Southeast Asia and North America .
28%
% of creatives
In Japan & South Korea, new
creatives accounted for about 28 % of
all active creatives for mobile apps
(non -game) in H1 2023 ,indicating a
lower update frequency of creatives
than in Africa, Middle East, Southeast
Asia, and North America .
Creatives and advertisers with creatives
newly released in H 1 2023
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2021 H2 2021 H1 2022 H2 2022 H1 2023
Image Video Carousel Other
• Image creatives increased and then reduced to record adrop of about
12 % in H12023 as compared to H12021 ;
• Video creatives started to rise, accounting for over 68 % in H12023 ;
• Other types of creatives started to increase, accounting for 0.86 %.
2424
Insights into Top Mobile App Types in Japanese & South Korea n Markets
• Entertainment and social apps grossed ahigher revenue than reading apps and comic apps .
• Finance apps had the most downloads, followed by shopping apps .
Tool apps contributed the most ad creatives, followed by reading apps .
Source
: SocialPeta
– APP
Intelligence
; collecting
data
of regional
advertising,
and
data
of downloads
and
revenue
from
App
Store
&
Google
Play
Date
Range
: Jan
. 2023 – Mar
. 2023
35%
11%
9%
8%
7%
29%
Top app types by advertising
Tools Reading Lifestyle
Office Business Shopping Other
25%
21%
11%
7%
5%
31%
Top app types by revenue
Entertainment Social Reading
Comic Photography Other
15%
13%
10%
9% 7%
46%
Top app types by downloads
Finance Shopping Entertainment
Public utility Food Other
2525
Southeast Asia
26
• The share of image creatives dropped significantly ;
• Compared to H12021 ,the share of image creatives reduced by about 17 % in
H12023 ;
• The share of video creatives continued increasing to exceed 69 % in H12023 .
26
Insights into Southeast Asian Market
Source
: Online
data
from
Wikipedia
& World
Bank,
only
covering
some
top
countries/region
s
93%
% of advertisers
In Southeast Asia, nearly 93 % of
advertisers released new creatives
in H1 2023 ,slightly lower than
that in North America .
33%
% of creatives
In Southeast Asia, new creatives
accounted for about 33 % of all
active creatives for mobile apps
(non -game) in H12023 ,indicating
a lower update frequency of
creatives than that in North
America .
Creatives and advertisers with creatives
newly released in H 1 2023
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2021 H2 2021 H1 2022 H2 2022 H1 2023
Image Video Carousel Other
2727
Insights into Top Mobile App Types in Southeast Asian Market
• Entertainment apps grossed the highest revenue, much higher than photography apps and social apps .
• Tool apps reported the most downloads, followed by communication apps .
Tool apps contributed the most ad creatives, followed by reading apps .
Source
: SocialPeta
– APP
Intelligence
; collecting
data
of regional
advertising,
and
data
of downloads
and
revenue
from
App
Store
&
Google
Play
Date
Range
: Jan
. 2023 – Mar
. 2023
34%
14%
8%
7%
7%
30%
Top app types by advertising
Tools Reading Shopping
Office Business Lifestyle Other
31%
10%
9% 7%
6%
37%
Top app types by revenue
Entertainment Photography Social
Productivity Reading Other
15%
12%
10%
9%
6%
48%
Top app types by downloads
Tools Communication Social
Entertainment Finance Other
2828
Middle East
2929
Insights into Middle East Market
Source
: Online
data
from
Wikipedia
& World
Bank,
only
covering
some
top
countries/regions
92%
% of advertisers
In Middle East, nearly 92 % of
advertisers released new creatives
in H12023 ,apercentage that was
the same as in Japan & South
Korea but slightly lower than in
North America and Southeast Asia .
32%
% of creatives
In Middle East, new creatives
accounted for about 32 % of all
active creatives for mobile apps
(non -game) in H1 2023 ,indicating
a lower update frequency of
creatives than in Southeast Asia and
North America .
Creatives and advertisers with creatives
newly released in H 1 2023
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2021 H2 2021 H1 2022 H2 2022 H1 2023
Image Video Carousel Other
• The share of image creatives dropped significantly by about 16 % as
compared to H12021 ;
• The proportion of video materials continues to grow, with aproportion
exceeding 72 % in H12023 .
• Other types of creatives declined greatly to account for less than 0.32 %.
3030
Insights into Top Mobile App Types in Middle East Market
• Social apps grossed the highest revenue, followed by entertainment apps .
• Tool apps had the most downloads, followed by shopping apps .
Tool apps contributed the most ad creatives, followed by reading apps .
Source
: SocialPeta
– APP
Intelligence
; collecting
data
of
regional
advertising,
and
data
of downloads
and
revenue
from
App
Store
& Google
Play
Date
Range
: Jan
. 2023 – Mar
. 2023
38%
11% 8%
7%
6%
30%
Top app types by advertising
Tools Reading Office Business
Shopping Productivity Other
31%
25% 8%
8%
7%
21%
Top app types by revenue
Social Entertainment Photography
Productivity Lifestyle Other
25%
11%
10%
10%
8%
36%
Top app types by downloads
Tools Shopping Social
Communication Entertainment Other
3131
Global Marketing Insights into Top
Mobile App Types
03
MARKETING TRENDS AND INDUSTRY INSIGHTS
3232
Social Apps
3333
Social apps kept increasing, driven by strong demands
• The highest MoM increase of social apps was 38 .81 % in Japan in H12023 ,followed by China’s HK, Macao & TW regions .
Social app advertisers kept increasing to rank among the top ones out of all types of mobile apps, and reported the greatest
YoY change in the USA .
77.15% 74.69%
68.94% 72.33%
56.52%
64.02%
40.66%
20.29%
38.81%
29.46% 30.13% 26.74% 26.28%
14.21%
0%
20%
40%
60%
80%
100%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
4.0 K
4.5 K
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Numbers of social app advertisers in top countries/regions
H1 2022 H2 2022 H1 2023 YoY MoM
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
34
Powerful technologies + Fully customized localization
MICO
Saudi Arabia UAE Taiwan
…
Vietnam Malaysia Qatar Israel Kuwait
Top countries/regions
by advertising
Creatives in the
past 90 days
H1 2023
Tot aldeduplicated creatives :5.8K
% of monthly new creatives :83 .24 %
Creatives in the past
90 days
Azar
Popular social products, besides relying on their powerful AI technology, are also making efforts in global expansion .They
establish subsidiaries and carry out offline promotional activities based on local customs, all of which contribute significantly
to building the brand awareness .
“Social + livestream” pioneer
Newborn Town
1V1 video social networking Hyperconnect
USA Australia Turkey Canada Saudi Arabia Germany UK Brazil
Top countries/regions
by advertising
H1 2023
Total deduplicated creatives :1.8K
% of monthly new creatives :92 .73 %
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
3 – Jun
. 2023
35
An active popular creative of MICO
978
Popularity
31.5K
Likes
Advertising Platform :TikTok
Regions of Advertising :Turkey, UAE, Kuwait, Qatar …
Advertising Copy :Hediye vermek daha eğlenceli
Translation :Sending gifts for more fun
Formula for the creative : Competitions between beautiful
streamers + Gifts with splendid special effects + Message flood
Click the image to play the creative
Source
: SocialPeta
– Ad Display,
displaying
the new
and
relatively
popular
creatives
within
the date
range
.
Date
Range
: Jan
. 202
3 – Jun
. 2023
3636
Health Apps
3737
After the COVID -19 pandemic, people were more concerned about their
health
• The USA saw the slightest MoM change, only 7.7%.
• Besides China’s HK, Macao & TW, Japan & South Korea experienced the greatest MoM change, all exceeding 25 %.
All the countries/regions reported a great increase in health apps, with the greatest increase in China’s HK, Macao & TW .
60.15%
73.52% 76.74%
84.14%
65.43%
40.26% 41.36%
7.70%
25.67% 27.73% 29.45%
20.44%
13.01% 13.15%
0%
20%
40%
60%
80%
100%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
4.0 K
4.5 K
5.0 K
5.5 K
6.0 K
6.5 K
7.0 K
7.5 K
8.0 K
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Numbers of health & fitness app advertisers in top countries/regions
H1 2022 H2 2022 H1 2023 YoY MoM Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
38
Professional + Customized, Trending
MeetYou
Malaysia Indonesia The Philippines Thailand Vietnam Brazil Portugal Mexico Egypt Turkey
Top countries/regions
by advertising
Creatives in the past
90 days
H1 2023
Total deduplicated creatives: 6.1K
% of monthly new creatives: 78.87%
USA Australia France Canada Switzerland Russia Angola Germany UK Austria
Creatives in the past
90 days
MuscleBooster
H1 2023
Total deduplicated creatives: 10.0K
% of monthly new creatives: 92.97%
The popular health applications are mostly targeted and precise .There are menstrual cycle tracking apps designed for
female users, as well as personal training apps specifically designed for men .There are even eating time planning and
management apps that closely follow the Hollywood celebrities .
A period tracker
Xiamen Meet You
An app specially developed for men to work
out WELLTECH
Top countries/regions
by advertising
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
39
An active popular creative of Daily Yoga
1000
Popularity
386W
Views
Advertising Platform :YouTube
Regions of Advertising :USA
Advertising Copy :Easily exercises for a week just 3 minutes to
get slimmer body
Translation :轻松锻炼一周只需 3分钟让身材更苗条
Formula for the creative : Workout calendar + audio special
effects + live -action demonstration
Click the image to play the creative
Source
: SocialPeta
– Ad Display,
displaying
the new
and
relatively
popular
creatives
within
the date
range
.
Date
Range
: Jan
. 202
3 – Jun
. 2023
4040
Reading Apps
4141
Southeast Asia saw increasingly intense competition while there were fewer
newcomers in the industry
Reading app advertisers had the lowest MoM growth and YoY growth among all app types, indicating the steadiest increase .
81.22%
48.14% 52.31%
58.67%
52.36% 48.96%
35.37%
12.35% 15.46% 19.07% 20.16% 17.14%
10.57% 13.78%
0%
20%
40%
60%
80%
100%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Numbers of reading app advertisers in top countries/regions
H1 2022 H2 2022 H1 2023 YoY MoM
• Besides the USA, Southeast Asia contributed the most reading app advertisers, followed by China’s HK, Macao & TW .
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
42
Creatives were updated more frequently and top apps were more rewarding
Webfic
USA Australia UK Canada The Philippines New Zealand Taiwan (China) Malaysia Japan South Africa
Top countries/regions
by advertising
Creatives in the past
90 days
H1 2023
Total deduplicated creatives: 4.8W
% of monthly new creatives: 93.7%
USA Taiwan (China) Canada UK Australia Hong Kong
…
Thailand France Macao (China) Mexico
Creatives in the past
90 days
WEBTOON
H1 2023
Total deduplic ated creatives: 7.7 K
% of monthly new creatives: 95.03%
Top companies in the countries/regions all joined the market of online fiction comics .It was easier for apps with popular IPs and
“dark horse” apps to gain popularity .Besides that, media buying was still one of the main ways for reading apps to acquire
customers .There were cases of small and medium -sized apps coming to the top through media buying .
Online fiction
Dianzhong Tech
Online comic NAVER
Top countries/regions by
advertising
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
43
An active popular creative of GoodNovel
301
Popularity
298K
Estimated
Impressions
Advertising Platform :Facebook
Regions of Advertising :Indonesia, Malaysia
Advertising Copy :Dia menerima panggilan telephone dari cinta
pertamanya yang berpura -pura sedang sakit, mengabaikan istrinya
yang sedang melahirkan, dan menerima surat kematian 3 hari
setelahnya .Membuat dia menjadi gila .
Translation :He received a call from his first love pretending to be
sick, leaving his wife who was giving birth .Three days later, he
received adeath certificate, which drove him crazy .
Formula for the creative :Contrast between poverty and wealthy
life + dramatic story + imaginative empathy
Click the image to play the creative
Source
: SocialPeta
– Ad Display,
displaying
the new
and
relatively
popular
creatives
within
the date
range
.
Date
Range
: Jan
. 202
3 – Jun
. 2023
4444
Tool Apps
4545
Tool apps increased significantly, kicking off an AI boom
Tool app advertisers reported the greatest increase as the YoY increases in all the countries/regions exceeded 100 % .
116.67%
164.51%
185.48%
144.61%
127.64%
104.02% 102.54%
23.32%
52.98% 55.95% 54.84%
47.38%
39.60% 38.43%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
4.0 K
4.5 K
5.0 K
5.5 K
6.0 K
6.5 K
7.0 K
7.5 K
8.0 K
8.5 K
9.0 K
9.5 K
10.0 K
10.5 K
11.0 K
11.5 K
USA Japan South Korea China’s HK,
Macao & TW
Southeast Asia South America Middle East
Numbers of tool app advertisers in top countries/regions
H1 2022 H2 2022 H1 2023 YoY MoM
• South Korea saw the greatest growth, aYoY growth of over 185 % and aMoM growth of over 55 %.
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
46
As ChatGPT ushered in AI revolution, tool apps provided significantly
increased output efficiency
Ask AI
USA Canada Hong Kong (China) Brazil Taiwan (China) Australia Argentina Vietnam UK South Korea
Top countries/regions by
advertising
Creatives in the past
90 days
H1 2023
Total deduplicated creatives: 2.5 K
% of monthly new creatives: ALL
USA Canada Australia UK Brazil Mexico France Singapore Japan Germany
Creatives in the past
90 days
CapCut
H1 2023
Total deduplicated creatives: 1.3K
% of monthly new creatives: 92.55%
There was a wide variety of AI apps, among which ChatGPT apps were the most popular, and most advertising efforts were made
in T1 markets .Bytedance’s CapCut, featuring templates for creating videos, started to generate profit .
Chatbot Codeway Video editor ByteDance
Top countries/regions
by advertising
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
47
An active popular creative of AirBrush
53
Popularity
11.1K
Estimated
Impressions
Advertising Platform :Facebook
Regions of Advertising :Canada, Turkey, USA
Advertising Copy :AirBrush -Best photo editor
Translation :AirBrush -最好的照片编辑器
Formula for the creative :Paint with a brush + Typing simulation +
AI editing
Click
the
image
to
play
the
creative
Source
: SocialPeta
– Ad Display,
displaying
the new
and
relatively
popular
creatives
within
the date
range
.
Date
Range
: Jan
. 202
3 – Jun
. 2023
4848
Entertainment Apps
4949
There was the greatest increase in China’s HK, Macao & TW and
increasingly intense competition in South Korea
Entertainment app advertisers recorded a medium level of increase, with the greatest MoM increase being 30 .91 % in South
Korea .
75.86%
84.84%
101.36%
108.44%
85.10%
75.64%
64.28%
12.60%
23.96%
30.91%
23.13% 22.81% 25.45%
16.05%
0%
20%
40%
60%
80%
100%
120%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
4.0 K
4.5 K
5.0 K
5.5 K
6.0 K
6.5 K
7.0 K
7.5 K
8.0 K
8.5 K
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Numbers of entertainment app advertisers in top countries/regions
H1 2022 H2 2022 H1 2023 YoY MoM
• Besides South Korea, South America had the greatest MoM increase in entertainment app advertisers, an increase of over 25 .45 % MoM .
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
50
Show -room live -streaming was still trending ; “social+” apps were strong
competitors
BIGO LIVE
USA Saudi Arabia Germany South Korea Australia Canada Vietnam France UK Thailand
Top
countries/regions by
advertising
Creatives in the past
90 days
H1 2023
Total deduplicated creatives: 6.9W
% of monthly new creatives: 84.06%
The
…
Indonesia Vietnam Mexico Egypt Turkey Saudi
…
UAE Qatar Chile
Creatives in the past
90 days
StarMaker
H1 2023
Total deduplicated creatives: 5.8W
% of monthly new creatives: 91.38%
Entertainment apps were defined more widely . Show -room live -streaming generated more revenue . There was intense
competition among “Social +” apps which released more deduplicated creatives and new creatives than other apps did .
Show -room live -streaming
JOYY
Music + Social Kunlun Tech
Top
countries/regions by
advertising
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzed
Date
Range
: Jan
. 202
2 – Jun
. 2023
51
An active popular creative of iQIYI
178
Popularity
7.9K
Views
Advertising Platform :YouTube
Regions of Advertising :Taiwan (China)
Duration :2 days
Original post link:
https://www.youtube.com/watch?v=Qo9XZp3dXy0
Formula for the creative : Popular drama series + exciting
clips + leaving suspense
Click the image to play the creative
Source
: SocialPeta
– Ad Display,
displaying
the new
and
relatively
popular
creatives
within
the date
range
.
Date
Range
: Jan
. 202
3 – Jun
. 2023
5252
Snapchat
INSIGHTS INTO MOBILE APP MARKETING IN H 1
5353
Trends of Social Media Advertising
SNAPCHAT FORMULA FOR AD CREATIVES AND BEST PRACTICES
54
Snapchat Formula for Ad Creatives and Best Practices
Real successful cases Inspire interest App features and user
experience
Trending filter
○ Inspire interest and create connections :Use UGC to tell users’ great experience with your apps, focusing on your apps’ positive influence on users’ lives,
which will inspire the potential users’ interest in your apps .
○ Share real user stories :Through sharing real user experience and successful cases, tell the potential users how your apps solve problems and provide value .
1.Inspire Potential Users’ Interest
2.App Demonstration
A video demonstrating an app’s functions and
features tells people how to use the app to solve
problems, improve efficiency, or provide
entertainment experience . It will increase
potential users’ interest in an app by
demonstrating how convenient and practical the
app is when used in different real scenarios .
3.Integrate with latest trends
Understand your target audience, and attract
their attention by adding the latest trending
topics or music in your ad creatives .
5555
MIDDLE EAST MARKET TRENDS AND USER ANALYSIS
Insights into Middle East Mobile App Marketing
Middle East was expected to reach a record –
high growth rate of per capita GDP, with a
world -leading position in digitization .
The Middle East possesses obvious economic
advantages from a global perspective . According to
a report by World Bank, The Middle East was
expected to achieve a per capita GDP growth of at
least 40 % from 2017 to 2045 and a 37 % revenue
growth in the manufacturing industry of unit
production factor, and to top the list of emerging
markets, and even global markets, with its economic
growth in the coming two years . Based on IMF’s
data in 2022 , the Arab states of the Persian Gulf
were high -income countries with their per capita
GDP of $23 ,000 – $84 ,000 .
Furthermore, The Middle East is advantaged by
possessing the world -leading digitization, indicators
of which, including Internet broadband
subscriptions, penetration of social media, and
population of mobile smart devices, all improved
significantly as the local GDP increased .
Rich religious cultures in the Middle
East increased the demand for Internet
entertainment .
And the Muslim religion in the world also
originated from the Middle East, with an Islam
population accounting for 20 % of the world’s
population and living under strict Islamic rules and
cultures . Most Muslims follow Islamic doctrines
strictly . Middle East’s oppressive social
environment with very little social life and
entertainment resulted in young people’s increasing
demand for the Internet .
since the global pandemic of COVID -19 broke out,
content -oriented mobile apps, including online
social, gaming, and short video apps, all recorded
explosive growth in the Middle East market .
31.5 31.8 32.6 Median age
Gender and Age
Markets of great vitality and potential ,with young people
aged 30 years or below accounting for over 60 % of total
population .
The Middle East has a rejuvenated population with people aged
30 years or below accounting for about 60 %-80 %. And, Turkey,
Saudi Arabia, and UAE, which have a median age of around 31 ,
are markets of great vitality and potential .
*Source :DotC United Group ’sGlobal Market Research Institute
Turkey Saudi Arabia UAE
56
* The
Middle
East
generally
refers
to an area
of over
15 million
square
k ilometers
and
with
a total
p opu lation
of ab ou t
500 million
that
encompasses
24 countries/regions
in West
Asia
and
North
Africa,
including
Saudi
Arabia,
UAE,
and
other
Arab
states
of the Persian
Gulf
(all
possess
abundant
natural
resources
and
are high
-income
countries),
as well
as Turkey,
Egypt,
and
other
emerging/developing
countries
.
Oil producing countries in the Middle East were expected to see a record high economic growth in
2022 with the rejuvenation of population
Male Female
With gaming and social apps accounting for a majority, Snapchat has a market penetration
rate of 90 % in the Middle East
57
Snapchat’s penetration rate among young people
in the Middle East >90%
According to the App Store & Google Play Store lists of mobile apps in the
Middle East in the past year, social apps accounted for 40 % of the top 30 most –
downloaded apps and gaming apps 30 %.And all top 5mobile apps were social
apps .
Excellent increase in user base and daily average online time
According to Global Web Index, the Middle Eastern
people have an average of 8.4 social media accounts per
person and spend a daily average online time of over 3.5
hours on social media.
Social and gaming apps occupied over 70% of the mobile app market
As one of the social apps targeted at and popular among
North American millennials, Snapchat has gained great
popularity not only in Europe and America but also in the
Middle East, thanks to avery large group of young users
there .In the Middle East, Snapchat has over 70 million
MAUs and a market penetration rate of 90 %.In Saudi
Arabia, Snapchat has more DAUs than Facebook or
Instagram .
>90% 20 million 70 million +
DAUs in the Middle East MAUs in the Middle East Penetration rate
among 13 -34 -year –
olds in the Middle
East
Downloads (changing value) of social apps in the Middle East in H1 2022/H1 2021
Install penetration (changing value) of social apps in
the Middle East in H1 2022/H1 2021
58
BIGO LIVE reached an unexpectedly high conversion rate by
creating clips from live streams
BIGO LIVE is a world -leading live streaming platform . To attract more people and
increase its user conversion rate, BIGO LIVE has released full -screen audio ads, created
clips from live streams, secured the audience’s attention with a full -screen CTA, and
provided separate download paths for iOS and Android devices . In the USA, BIGO
LIVE acquired more new users at less cost . In Saudi Arabia, Snapchat achieved a much
better advertising effect than any other platform did . BIGO LIVE plans on deeper
research on Snapchat Ads in order to unlock more functions .
24%
24 -hour retention rate
higher than any other
platforms in the USA
33%
24 -hour retention rate
higher than any other
platforms in Saudi
Arabia
19%
Sign -up rate higher
than any other
platforms in Saudi
Arabia
10%
D7 ROI higher than
any other platforms in
Saudi Arabia
5%
CPI lower than any
other platforms in
the USA
Source
: SocialPeta,
based
on data
that
were
captured
and
analyzedDate
Range
: Jan
. 2022
– Jun
. 2023
5959
FIVE MAJOR PLATFORMS AND ALL -INDUSTRY -CHAIN MARKETING STRATEGY
Snapchat AR Begins A New Chapter of Marketing
Snapchat : A new opportunity for mobile app marketing
Snap is a camera company . As a social media platform popular around the world, Snapchat is a pioneer of AR ads and an advocate of immersive ads .
Now Snapchat has 383 million DAUs and 750 million MAUs, including 90 % of the 13 -34 -year -olds across global key markets .
Snapchat focuses on digital youth who emphasize brand value and personalized experience and love to try new technologies and immersive
interaction with brands . With Snapchat, full -screen immersive experiences and highly convincing digital ads are provided for advertised brands to
reach quality customers efficiently, so advertised brands can acquire core users and build their unique brand awareness , which, in the end, will lead
to a higher conversion rate .
Snapchat ’s five core platforms
Map Chat Stories Spotlight Lenses
60
Source
: Snap
Inc
. internal
data
Q
1 2023
Snap
Inc
. Investor
Day
Feb
. 2023
Snapchat, a social media app for communicating and sharing fun stuff with
friends and families
Snapchat is distinguished from other social media apps by focusing
on friends and families .
Snapchat makes it possible for you to express yourselves and
communicate with your friends and families without the pressure to be
popular or perfect . And happy users are more willing to be convinced by
ads on the app . We believe that brands can fully expand their influence
through such a happy place for friends!
● 91 % of users enjoy themselves on Snapchat ;
● 75 % of users interact with their families and friends on Snapchat ;
● 91 % of Snapchatter strust the brands and services recommended by
their friends and families .
61
S o u r ce
: S o ci a l Pe t a ,
b a se d
on d a t a
t h a t
w ere
captured
and
analyzed
Date
Range
: Jan
. 2022
– Jun
. 2023
Over 3 00 million
daily AR users 2
3 0 times
of AR use per person per day 1
We are ushering in an AR
revolution
2023 |SNAP .INC .
25 0 ,000
AR Lens creators have used Lens Studio 3
62
63
AR is the next milestone in
the field of science and
technology
As of 2025 ,nearly 75 % of the world’s population
and almost all users of social/communication apps
will become regular users of AR .1
Regular users of AR
among 13 -69 -year -olds who use
social/communication apps.
1.5B
2.2B
2.9B
3.5B
4.3B
2021 2022 2023 2024 2025
Baby
Boomers
Generati
on X Millennials Generation Z
63
64
Compared with non -AR media
equivalents, AR media attracts
twice as much visual attention,
leaving a deeper impression on
users and evoking more positive
reactions from users .
64
65
THANKS
2023H1 Global Mobile APPS Marketing Report