Top 10 Ad Networks For Mobile Games 2024… and the Latest Ad Creative trends!

on the iOS on the other hand uh I don't see that much it's like more countries with expensive users same as youuu uh yeah yeah exactly and uh here are like top ad networks by ad span again uh and we're looking at all game gaming genes like we released the reports in the past that are focusing on the hyper casual games but this one is for all genres right hey everyone welcome to another edition of ay11 this is Roman from tangent and today I'm joined by Sumer from social Peta summer few words about yourself yeah hello everyone this is summer from sociala and thank you for uh inviting me and having me here uh it's very honored to you know have this

discussion uh with Mr Roman and uh we can like we can share any aspects and any insights in the business right and the reason why we're here is that we've done a new report I know that everyone likes our report tangon has been doing like almost every quarter new report so so Peta how often do you do reports do you remember also probably every month uh we we we have like a different uh different frequencies uh for for for example this half year or yearly reports yeah they are like the most Cru crucial ones and we also have some quarterly reports on some like a vertical field and in certain uh in certain like a game Jes or like non gaming categories but speaking of like overall all like a very

comprehensive one as this one we co-host with tangin we we may only have like two in in each year the half year one and the whole year one yeah uh maybe for our viewers it might be helpful to understand what do you guys do I saw like you really like this phrase to spy on competitors can you like do a quick speech sure sure yeah so like a uh we are like a marketing intelligence platform and since you mentioned the Spy yeah we start our business from collecting ad creatives so the biggest value for advertisers is you can like check or search uh the creatives of your competitors uh you can also see like a all the creative Inspirations that's in the in this trend because we have almost covered all the mainstream Global networks say like meta Google Tik Tok

upav all all all the you know top medors and uh uh we cover 70 countries and regions basically if you want to uh uh search also you want to like evaluate you can see it all on social P yeah yeah got it let's jump into the report um it's huge I'll tell you guys it's huge it's like 71 one Pages it's beginning there are like uh opinions insights from different experts uh but I really want to ask you maybe there there were like some things that surprised you the most when you just put the data yeah yeah yeah well you know what what surpris me surprised me most is uh like a like a two I think there are two points one is like uh what you are like showing like in the very first part in

the first part is like the overall trans uh I'm aware that for each Advertiser like for the creative quantity of them they still need to like remain over 100 at creatives each month uh even it's uh less than the quantity comparing with last year still it's uh you know very big very big quantity which means lots of efforts for the design miners or for the uh us user acquisition managers and uh secondly is uh we see somehow uh for mobile games uh for for the advertisers their efforts on uh the total quantity sorry the total quantity of a mobile uh game advertisers they uh have a decline have a decline in the first half this year comparing with uh comparing with last year

yeah I see um yeah uh I I kind of agree in terms of uh the drop in the creatives uh kind of makes sense uh I wonder why there are more advertisers now in 2024 um maybe we can like talk about this a little bit uh how do you define an Advertiser well we we Define it as in each month each month uh for advertisers they have uh creatives they have active creatives ongoing creatives which means uh they have like a paid as campaign at that thir at that thir month so like the total uh advertisers are still growing means like a is is still quite

competitive it's still quite competitive because uh for all of them like a paid as campaign is still one of the crucial ways to gain like new users or uh installations and uh uh and speaking of which Speaking of which for the creative quantity creative quantity because we will evaluate like for a certain uh for certain Advertiser and we see that uh after did for in certain months like what's the creative quantity from this specific Advertiser we evaluate like like how how many creatives how many ads they yeah they they are running yeah and um do we have a I think we had countries here right do you remember what was the top countries or top regions where were those like new advertisers are from

uh from our chart from our chart like uh the top three uh top three competitive are the the biggest advertisers as as you can see like a Western European and us they are all like the tier one countries and the regions and are usually like the most popular or competitive one uh besides you can also see like a Hong Kong Macau or Taiwan those regions the when if you are like an Advertiser you want to get your installation there you also need to uh prepare lots of uh like marketing efforts lots of creative uh creatives there if you want to gain the users there yeah okay got it uh I'll tell you what didn't surprise me because we also had the some portion of tangent data here we look at the

Trends by country and and by Yeah by platform too by the way so this is not surprising um this was like okay I really like uh Brazil at number two right uh India at number seven Mexico at number eight because in all those countries the CPI is low yes so yeah right so advertisers are spending there and they're buying basically a cheap user so that basically for me it means the opportunity um you're right yeah there are like big populations in those in those tier two countries the yeah uh on the iOS on the other hand uh I don't see that much it's like more countries with expensive users same as

youu yeah yeah exactly and here are like top ad networks by ad span again uh and we're looking at all game gaming genes like we release the reports in the past that are focusing on the hyper casual games but this one is for all gen right yeah Android yeah for the Android um yeah I'm not yeah I'm not sure if there are like any surprises here maybe I would think if not looking at the data that Tik Tok would be a bit higher not sure how is it with you guys or if you kind of track the amount of creatives by ad Network we can we can we have we have Tik Tok like uh nowadays like Tik Tok can like more countries and regions uh

than recent years and and they also have a good return for puzzle or for casual games casual hyper casual Tik Tok is yeah it can perform good MH uh maybe also Ed is like new for us I know the GU so this is a good job Ed your team uh on Theos again not many surprises again Apple search ads the top five is like basically the same as we reported in the past um yeah and you can also notice maloko in both of the slides also yeah Malo Malo is rising yeah yeah exactly um cool so this is s like at networks but uh you really had a lot of creatives in this

report and I want to watch couple of them with you um maybe let's do this so this is a cool part I didn't realize it like initially that you can actually click on the create do we get the gun or do we go for more oops sorry uh and you can actually watch it um so I really like this report this creative uh summer um maybe let's start with you like do you like it and what's special about it ah yeah I like it I like it and this is very uh popular popular and very typical uh for example you can see it's vertical it's vertical it matches with like a short video media like Tik Tok or maybe uh some other show video applications and uh uh I like all

the you know shooting effects and the parkour effects uh also we recognize this can be a good case for the lots of popular elements including Laur or shooting this ql you know he introduced uh as he introduced like the fun parts or game play of this games and it's very make it very attractive and you see like on somehow on the beneath Parts it also demonstrates the real game the real game screen so it's a very yeah it's a very good Comm yeah I don't see that often which is like absolutely cool and the dude actually saying this is a real game and you know what I went and downloaded it so it worked on me too so it's a part of the game play and this is what they do

there so it's not a lie because I feel like the audience is already like getting tired of fake creatives and like nope this is game this is a a strategy game exactly but at the start you play this mini game so yeah right um and the other thing here I also know is in the creative they're making like sort of uh often stupid decisions so they I don't know instead of plus 10 they take minus 20 and they lose and I guess they want yeah they make the viewers want to they lure the viewers want to you know download it and prove them prove exactly exactly very very effective

approach yeah yeah I I see all of the guys that know what they're doing they're all like this sort of trick you know it turns out it turns out you know like not only like the CPI runs good but also like the retention somehow also really good this is really a very very good and typical for for like last W you when you check L of Wars at creatives you the format like all the time I see I see yeah um yeah what maybe we can talk about a couple of other creatives can you pick one that you liked yeah I I like the third one third one is uh sorry can you like go down to the strategy yeah s strategy yeah the third one I catching dramar uh sorry can you R back R back the third one the third one yes yes yeah yeah yeah this is another very

typical template a little bit yeah it's a a little bit longer than like a usual uh videos but you can see at the very beginning of this video starts with this attractive lady like uh playing with uh playing with other uh characters and yeah and then it switch to like a the stories related with the mafia City mafia City uh with Gans and uh give you different like a options you can choose different option and decide uh decide whether you can level up or not whether you can change your whole life so it it's also like a combination like the very uh first to second decide whether the viewers want to uh see it

all or not so they use like something very attractive but maybe not very related not very related as a hook and then change to the game play to find the overlaps parts and attracted the viewers yeah yeah yeah yeah and they they made it one minute long right and they basically yeah right so uh does it make sense so for example if I have three per good performing creatives does it make sense to combine it in one like these guys did well uh you asked a very good question uh you asked a very good question for for this game specifically they have their own characters they are related with G and they can like combine so many drama so many drama atic like

stories so when you view it you you doesn't feel well the video is very long because they have Lo like the turn around like all the time you just want to seek out whether this hero can change his life by choosing uh the right choice so you are so dve into it uh for for this game I have to say uh it's okay it's okay I see uhhuh and and I see it's localized right um not sure what language it is to be honest maybe Vietnamese I don't know not sure yeah but um how often do advertisers kind of translate their videos into all sort of languages how often well uh it's it it depends it depends on their like all campaign campaign

schedule uh for very top like a language audience say Spanish or like uh like the top regions they will definitely definitely do the localization uh with the specific tests and even in the words uh the words in the videos they need to be uh localized uh yeah yeah uh um okay guys if you know what language was that please let me know in the comments yeah I said Vietnamese now I'm I'm sure it's not Vietnamese 100% let's look at the other one um there is also a very typical one uh you just uh let me double check you you load down a little bit down down down down down yeah uh maybe is in your play or Casino

okay let me take a look sorry let me take a look here oh yeah like in this page and uh uh the lady the lady in the the middle AI generated AI uh uhhuh uhhuh well yeah this one is a very typical aigc aigc style ad creatives for example all the models all the ladies they they just look look like AI models and yeah and it's very simple it's very simple and a straightforward you can tell it looks a little bit like a slide Slide by slide but you can yeah

you can add some you know visual or sound effectives and then well it's a video I see I see I see yeah I saw another one like similar to this in the report yeah report there is another one yeah was a mushroom mushroom yes mushroom let me show it I think it's like should be like relatively easier and cheap to make you're right you're right yeah right and it seems like it's performing well right what do you say here yes uh maybe wrote down yeah yeah yeah very sorry again but the the music is always like pretty groovy yeah I like same yeah but but you know like uh all the same the same all the idea they are

very similar in maybe in 15 or 20 20 seconds they change like three or four things and uh add you know the visual effects on those picture make the picture into like a video and add it like the sound effects yeah right right right um yeah but you had even a separate like section in the report uh for this AI generated creativ right let's yeah we do talk about it let me show the section that I'm talking about uh this is a mini games I I think it's also worth talking about the mini games too but let's start with this um yeah what do we see here uh so you you can see from from the chart you can see from the

chart when we talk about ad creative Trend there are some you know big changes from time to time uh at the very uh early stages like 2015 or 2016 majority advertisers can gain installations through pictures once they have a good uh picture it can be you know effective for more than a month for more than yeah even in some tier one countries and the regions but at that time on one side like Facebook start guide Advertiser produce uh like some uh GF video or MP4 videos to uh make better uh make better ad creatives to improve like you know the user experience on the other side Tik Tok is becoming more and more popular people get used to uh videos content so uh in in that time uh

between uh 2016 to like uh 20 23rd before CH had GPT launched uh the the ratio of video creatives we see is growing like all the time the ratio the proportion is growing somehow uh like from last March from last March like uh the widespread usage of chbt open Ai and you you can see from like a uh from this chart like from last year the image creative start growing start growing and the prop is growing because uh like advertisers find they can quickly and easily like you just talk about the Benchmark is lower they can quickly and easily produce um images ad creatives and uh also make it also easier to make the image into video some of them they

can use to test some of them if they are good enough they can directly use to to do scill up so uh we can see like a image proportion is growing among which like a aigc uh aigc image or aigc video are growing yeah uhhuh yeah I wonder yeah I wonder if we'll only see those in the future or like audience will get we we will yeah or or maybe I'm not sure if Ed networks we want to kind of moderate it at all just to say because do they care I'm not sure maybe Case by case but yeah yeah very interesting uh I mentioned the mini games and this is a mushroom games that I mentioned too um let let's def find a mini game what is a mini

game well uh well I we we reckon we reckon that the mini game we talk about like in our reports we specifically refers to like the instant games in uh like a social media like a V chat or Tik Tok Tik Tok which means you don't need to uh start with like a download this application you can directly play it when you uh uh using like a V chat or like a Tik Tok there are certain entries it can you because it's very you know it's very strong social uh element you can play with your connects but somehow well this is like very uh typical like miname scenarios uh somehow we we we we mentioned some certain case like a a legend of mushroom this one is very successful it starts from Chinese V chat or Tik Tok and have

very good uh you know download and revenue so like this developer reckon well this is a popular theme uh we should make it as an application so they start from instant games then change it to application and to launch it like overseas like in us or yeah in other countries and the regions got it okay okay okay this is a cool idea because yeah also downloaded the L Legend of mushroom just to see what it is on my phone um right uh I wanted to ask you when you say can you maybe clarify the duplicated creatives uh column here like what what does it mean and why is it helpful well uh this is like a definition uh on our dashboard uh yeah when we like capture like ad

creatives uh some of them they are identical for example we we see it not only from the same Advertiser but also they have from they have seen we have seen it from like the same system same network and all the dimensions uh for M are the same so we Marge it as one result as one result make you know the data uh neat mhm got it got it got it makes a lot of sense um some we're running out of time so I want to jump into the last question the predictions and I don't want predictions for 2024 because it's only a couple of months left I need predictions for 2025 what what do you think what will happen uh well it's a in interesting

question well we we see like a uh there are like something uh changed each year and still something they can remain uh for the following following years so uh basically we reckon that aigc will still be one of the trends in the upcoming year uh because like clearly from the feedbacks of like the clients like a game developer or Publishers they still reckon that like aigc creative can help them uh C time and cost so like a cost saving still will still be like the top issue for most of most of the companies in the next year and uh uh secondly we we reckon that uh uh still like when we talked about like performance advertising uh creative will still be one of the

most important elements uh for the whole procedure because like other elements like how to control the uh audience and how to use each platform as elements you cannot you cannot 100 percentage manage it so like ACC cretive will still be a call element and uh uh the last one the last one uh it's uh a little bit personal because when I review like the creative in recent years I find that the are uh maybe it's because like the popularity of Tik Tok which has made like the people's uh attention span is very short you need like speed up everything so I I guess that in in the upcoming years in the upcoming year like the video creatives the pace of video

creatives will still be accelerating got it got it yeah makes a lot of sense uh what do you think about the user generated content like the the ones like for example we saw with the guy talking about it's it's still be like one of the uh effective and the popular element we we we see this trend uh like it's it's becoming like popular maybe two or three years ago and at at that time it's only like used in certain game generes like role play they start to use uh user generated element but now we see in more and more regions and in J uh they are they are like using you using like ugcs a lot yeah still be popular yeah yeah I guess it's becomes more available now and I think it can also be combined with

AI uh I'm not sure how good it is right yeah it's pretty good yeah okay cool um yeah we'll leave the link to the report in the description as I said like there are 70 Pages there so there we could not cover all of it um yeah if you have any questions leave a leave them in the comments as you know uh we're happy to reply we're happy to do more videos on the topic uh give us a like of course um thanks so much s thank you yeah have a nice weekend yeah you too cheers bye [Music]