SocialPeta Data Research Institute

Preface

In 2022, the global mobile app market will thrive and have the following trends:

I. The merger trend will accelerate in 2022

In January 2022, Microsoft bought Activision Blizzard at the cost of 68.7 billion, and by far the largest tech deal to date. It implies that much more
mobile app enterprises will be acquired in 2022 than in 2021. This is because, in the context of increasing global competition, technologies are the
key for enterprises to transform, advance with the times, and become more competitive. Also, there are more and more startups that have a bigger
chance to get venture capital investment and support from the market.

II. Apple’s new regulation impacted marketing behavior

In 2021, the implementation of Apple’s IDFA brought a lot of change to the mobile advertising market. With the introduction of Apple’s tracking
transparency, marketers were forced to change their marketing methods on iOS. There’re some long-term effective marketing programs for
enterprises, which are to build first-party data, re-design marketing funnels, improve ad creatives, and put more effort into natural growth.

III. Finance apps and e-commerce live streaming apps are still explosively popular in 2022

E-commerce live streaming has been very popular in China, and it will soar in western countries in 2022. TikTok will be leading the way into new
territories. Amazon, Facebook, Pinterest, and YouTube are also expanding their e-commerce on mobile. With the rapid growth of e-commerce apps,
finance apps have been increasing greatly with new finance apps focusing on encryption, overseas transfers, and buy now pay later.

IV. The number of app advertisers decreased; the number of ad creatives increased

2021 saw a total of nearly 190,000 mobile apps (non-gaming) advertisers, down 8.23% YoY. It is expected that the number of advertisers will
continue to decrease in 2022 and remain steady in 2023. Meanwhile in the advertising market, there were 71,000 monthly active advertisers, with
very little change in the number of active advertisers from month to month.
CONTENTS

Insights into Mobile Apps Insights into Advertising

(Non-gaming) Marketing 2021 on Top Platforms Worldwide

/ 04 / 18

Insights into Top Countries Ad Creatives Trends for Mobile

/Regions Worldwide Apps (Non-gaming) Worldwide

/ 27 / 42
Insights into Mobile Apps(Non-gaming)
Marketing 2021
• The number of advertisers continued to decline as the market was
becoming saturated.

• Mobile apps (non-gaming) advertisers in mainland China shot up by 45%

The Number of Advertisers Continued to Decline as the Market
was Becoming Saturated
2021 saw a negative growth of the number of mobile app (non-gaming) ads, which was the first time in the recent five years. There were a total of nearly
190,000 mobile apps (non-gaming) advertisers in 2021, down 8.23% YoY. It is expected that the number of advertisers will continue to decrease in 2022
and remain steady in 2023.

Nearly 190,000 mobile apps (non-gaming) advertisers this year

Source: SocialPeta, based on data retrieved from backend data sources

Date: 2017-2021 5
 The Number of Creatives Peaked in May and Declined Slowly
after That

Active Advertiser

There were 71,000 monthly active advertisers, with

a peak of 77,297 active advertisers in May and very
little change in the number of active advertisers
from month to month.

Average Ad Creatives

April saw the most ad creatives per advertiser, with

an average of 306 creatives for each mobile app
(non-gaming) advertiser. However, average ad
creatives began to decrease in April and had kept
dropping to an average of 178 creatives in
December.

Source: SocialPeta, based on data retrieved from backend data sources

Date: 2017-2021 6
 Longer Duration & “Mature” Patterns of Creatives

Average Duration of Creatives Each Year

With the development of the mobile marketing industry, there were many fixed mature patterns
of creatives, which resulted in the increasing average creatives.
82.2%
YoY growth

YoY Growth of Average

Duration of Creatives

24.6
Days

Average Duration of
Creatives in 2021

Source: SocialPeta, based on data retrieved from backend data sources

Date: 2017-2021 7
 Single Image Creatives Accounted for Over 50%
Single-image creatives were widely used by advertisers, especially by advertisers such as books, news, and comics apps which conveyed the cultural value
in apps through images, trying to attract potential users more quickly.

Number of image creatives in 2021: 5.6M+

Image creatives this year accounted for over 55%; video creatives
rose to 38% from 14% last year.

Image: 55.72%

Video: 38.42%

Other: 5.86%

Share of mobile app (non-gaming) creatives by type in 2021 Share of creatives by type each year

Source: SocialPeta, based on data retrieved from backend data sources

Date: 2017-2021 8
China (Mainland, Hong Kong, Macau & Taiwan) Saw a Remarkable
Increase in Advertisers
There were nearly 120,000 mobile apps (non-gaming) advertisers in Europe, which was the highest among other regions but a decrease of 5.12% YoY.
Mainland China & HK, Macau & Taiwan regions of China saw a remarkable increase in advertisers; Southeast Asia saw a dramatic decline of nearly 20%
YoY in advertisers.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. The specific countries/regions will be presented later in this report. 9
Business Apps Contributed the Most Advertisers, While Shopping
Apps Had the Most Creatives
Business apps contributed the most advertisers which were totally over 30K.

Shopping apps had the most creatives

A total of over 27.8M, accounting for over 36%;

Followed by creatives for lifestyle and entertainment apps,
accounting for 17.77% and 5.95% respectively.

Share of
Creatives

Entertainment
5.95%

Source: SocialPeta, based on data retrieved from backend data sources

Date: 2017-2021 10
Mainland China and Reading Apps Had the Most Average Creatives

Average ad creatives per advertiser worlzdwide Average creatives for different types of apps(non-gaming)

Mainland China had an average of 756 creatives per advertiser; followed by Reading apps spent much effort in advertising, with
Southeast Asia and HK, Macau and Taiwan regions of China with an average of an average of 1751 creatives per advertiser;
611 creatives per advertiser and 562 creatives per advertiser respectively. Followed by social and photo apps.

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. The specific countries/regions will be presented later in this report. 11
Duration of News App Creatives was Obviously shorter than
Those for Other Apps

Average duration of creatives worldwide Average duration of creatives for different types of
apps (non-gaming)

Creatives in mainland China were consumed the fastest, with an average Creatives for news apps had the shortest average duration of only 8.6 days
duration of only 11.9 days; followed by creatives in North America and due to the timeliness of news;
Oceania, with an average duration of 23.5 days and 28.7 days respectively. Followed by creatives for reading and social apps, with an average duration
of 17.9 days and 21.2 days respectively.

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. The specific countries/regions will be presented later in this report. 12
Android Apps Invested More Advertising Effort than iOS Apps
Android apps had an averagely of 435 creatives, 11.3% higher than that of iOS apps
The ratio of Android advertisers to iOS advertisers and the ratio of Android creatives to iOS creatives are both around 6:4.

58.53% 61.11%

41.47% 38.89%

Percentage of Percentage of
Number of Number of
Advertisers Creatives

435
Average Creatives per
391
Average Creatives per
Android Advertiser iOS Advertiser

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 13
Top 30 Mobile Apps (Non-gaming) by Advertising on iOS Worldwide

1 NewsBreak
Particle Media
11 Uplive
Asia Innovations Group Limited
21 Snap & Translate
Kita Apps

Speedd ®
2 Instagram
Meta
12
Speedd srl
22 Uber Eats
Uber Technologies

IGTV Opera News

3 Meta
13
Opera 23 Immowelt
Immowelt AG

WhatsApp Messenger 14 SmartNews Flipread

4 SmartNews 24
Meta 血色文化传媒

Google Authenticator 15 Shopee

5 Sea 25 Lilacnovel
Google 文斌 杜

6 Messenger 16 Flamingo Shop

Meta Flamingo Technologies LLC 26 Meditopia
Meditopia

7 Domestika SHEIN
17 Boutiquefeel
Domestika 南京领添信息 27
上海极高信息

8 Wolt Delivery 18 AliExpress

Wolt Alibaba 28 Bravonovel
Lovenovel

Chic Me Spotify New Music

9 19 TikTok
上海极高信息 and Podcasts 29
Spotify ByteDance

10 Dreame
STARY PTE. LTD. 20 IvRose 30 GoodNovel
上海极高信息 GoodNovel

Note: Advertisers are sorted by their number of deduplicated creatives.

Source: SocialPeta--Advertiser Analysis, based on data retrieved from backend data sources.
Date: Jan-Dec 2021. 14
Top 30 Mobile Apps (Non-gaming) by Advertising on Android
Worldwide

1 NewsBreak
Particle Media 11 Google Authenticator
Google
21 Wolt Delivery
Wolt

Opera News
2 Opera 12 Helo 22 Innovel
STARY PTE. LTD.
ByteDance

FileMaster
3 SmartVisionMobi 13 Dreame 23 Bigo Live
STARY PTE. LTD. 百果园信息

4 Public SnackVideo Chic Me

Inshorts 14 24
Kuaishou 上海极高信息

5 Kwai Opera News Lite NewsBreak Lite

Kuaishou 15 25
Opera Particle Media

6 SmartNews Uplive CuteU

SmartNews 16 Asia Innovations Group 26 Asia Innovations Group
Limited Limited

7 PoMelo File Explorer

Android Does StarMaker 27 Bravonovel
17 Lovenovel
StarMaker

TikTok
8
ByteDance Messenger 28 One Booster
18 One Dot Moblie
Meta

One Security
9
One Dot Moblie Domestika 29 Apex News
19 Opera
Domestika

10 Instagram Lite Instagram

Meta 20 AliExpress 30
Meta
Alibaba

Note: Advertisers are sorted by their number of deduplicated creatives.

Source: SocialPeta--Advertiser Analysis, based on data retrieved from backend data sources.
Date: Jan-Dec 2021. 15
Top 30 Mobile Apps (Non-gaming) by Downloads on the App Store

Downloads TOP30 Downloads TOP30 Downloads TOP30

Google Drive
1 Instagram
Meta
11 Telegram Messenger
Telegram
21
Google

WhatsApp Messenger Discord

2 Meta
12 Google Chrome
Google
22
Discord

YouTube Google WeChat

3 Google
13
Google
23
Tencent

TikTok Microsoft Teams 24 Google Meet

4 14 Google
ByteDance Microsoft

Facebook 25 Disney+
5 15 Snapchat Disney
Meta Snap

Picsart Photo & Video

Messenger Spotify 26
6
Meta
16 Editor
Spotify
PicsArt

7 ZOOM Cloud Meetings 17 Twitter Amazon Prime Video

Zoom Video Communications Twitter
27
Amazon

8 Google Maps 18 CapCut 28 Google Photos

Google ByteDance Google

9 Netflix 19 Pinterest 29 Microsoft Word

Netflix Pinterest Microsoft

10 Gmail 20 SHEIN 30 Microsoft Outlook

Google 南京领添信息 Microsoft

Note: Advertisers are sorted by their number of deduplicated creatives.

Source: SocialPeta-APP Intelligence. The downloads were generated on the App Store.
Date: Jan-Dec 2021.
16
Top 30 Mobile Apps (Non-gaming) by Downloads on Google Play

Downloads TOP30 Downloads TOP30 Downloads TOP30

1 Instagram CapCut Truecaller

Meta
11 21
ByteDance Truecaller

2 WhatsApp Messenger 12 Meesho Flipkart

Meta Meesho
22
Walmart

3 Telegram 13 Messenger PLAYit

Telegram Meta 23
PLAYIT

Snapchat 14 Google Play Games Pinterest

4 Google 24
Snap Pinterest

Facebook 15 TikTok Lite PhonePe

5 ByteDance 25
Meta Walmart

TikTok 16 Twitter
6 Twitter 26 Josh
ByteDance Dailyhunt

ZOOM Cloud Meetings 17 MX TakaTak

7 Times Group 27 InShot
Zoom Video Communications 杭州影笑科技

Picsart Photo & Video

8 Facebook Lite 18 Moj
Meta Editor 28
PicsArt ShareChat

9 Google Meet Spotify One Booster

Google 19 29
Spotify One Dot Moblie

10 WhatsApp Business Netflix KineMaster

Meta 20 30
Netflix KineMaster

Note: Advertisers are sorted by their number of deduplicated creatives.

Source: SocialPeta-APP Intelligence. The downloads and revenue were generated on Google Play, excluding any third-party Android platforms.
Date: Jan-Dec 2021. 17
Insights into Advertising on Top
Platforms Worldwide
• Platforms owned by Meta (Facebook, Instagram, Audience Network,
and Messenger)

• Google Admob
 Top Advertising Platforms Worldwide

Owned by Meta

As the first app that surpassed 2 billion MAU worldwide, Facebook itself has a fairly large amount
of traffic, not to mention the platforms owned by it, including Instagram with over 1 billion MAU,
Audience Network with over 0.1 billion MAU, and also the well-known social communication tool,
Messenger.
On October 28, 2021, Facebook announced that it was rebranding partly as “Meta.”

Google Admob

It has become a habit for overseas users to “Google it” whenever they are planning to do
something, go somewhere, or buy something. It’s important to seize the critical moment and
present your digital ads properly and timely on Google when people are Googling products or
services that you can offer.
Whether on computers or mobile devices, a timing ad can help convert people into valuable
customers.

19
Global Top 10 Mobile Apps (Non-gaming) Advertisers on Popular
Platforms

1 NewsBreak News
1 Instagram
Photo & 1 NewsBreak News 1 NewsBreak News 1 TikTok
Photo &
Video Video

2 FileMaster Tools 2 FileMaster Tools 2 FileMaster Tools 2 Bigo Live Social

2 NewsBreak News

Photo & Entertai PoMelo File PoMelo File

3 Instagram 3 IGTV 3 Tools 3 Tools Photo &
Video nment Explorer Explorer 3 Instagram Video

WhatsApp Communic
4 FileMaster Tools 4 One Security Tools 4 One Security Tools
4 ation 4 Facebook Social
Messenger
WhatsApp Commu
WhatsApp
5 5 One Booster Tools Commu
PoMelo File Messenger nication 5
5 Tools Messenger nication 5 Alibaba.com Shopping
Explorer
6
Instagram Social
Lite Photo & 6 One Booster Tools
6 One Security Tools 6 Instagram Video 6 Google Tools

7 One Booster Tools

Google
Google 7 Tools 7 Audible
7 Domestika Education 7 Tools Authenticator Books
PoMelo File Authenticator
8 Tools
Explorer 8 Opera News News
8 One Booster Tools
8 Opera News News 8 Kwai
Photo &
Video
9
Google Tools
Google Authenticator 9 Uplive Social
9 Tools
Authenticator 9 Uplive Social
9 Opera News News
Photo &
10 IGTV
Entertainm 10 Kwai Video Photo &
ent 10 SmartNews News 10 Instagram Video 10 SHEIN Shopping

Source: SocialPeta--Advertiser Analysis; sorted by the total popularity of creatives.

Date: Jan-Dec 2021. Popularity: it is a numerical value related to ad duration, views, and market effect. Creatives with a higher popularity are more competitive. 20
Facebook and Instagram are the Most Popular Platforms among
Advertisers

Number of mobile app (non-gaming) advertisers on Facebook in 2021

149.6K+

Total Monthly
Advertisers Advertisers

149.6K 60.0K

140.9K 55.6K

100.6K 40.7K

112.9K 14.0K

SocialPeta Data Research Institute

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. 21
Advertising of Mobile Apps (Non-gaming) on Meta Platforms
Shopping apps had the most advertisers and creatives.
The following graph about advertisers shows that shopping apps contributed the most advertisers, nearly 28K, accounting for 12.67%; followed by
business and lifestyle app advertisers, accounting for 11.98% and 11.92% respectively.
The following graph about creatives shows that creatives for shopping apps were the most, with a total of over 5.1M, accounting for 17.51%; followed by
creatives for lifestyle apps, with a total of over 3.3M.

Share of Share of
Advertisers Creatives

Shopping: 12.67% Business: 11.98% Lifestyle: 11.92% Shopping: 17.51% Lifestyle: 12.18% Tools: 7.57%

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. 22
Advertising Cost Trends of Mobile Apps (Non-gaming) on Meta
Platforms
CTR increased dramatically, up 27% YoY.

CPC ($) CTR (%) CPM ($)

An average of $0.44, An average of 2.25%, An average of $5.41,
down 26% YoY up 27% YoY up 6% YoY

Source: SocialPeta retrieved and provided the average values about advertising of mobile apps on Facebook worldwide, for the purpose of analyzing the overall cost trends. For reference only.

Source: SocialPeta--Cost Intelligence, based on data retrieved from backend data sources.
Date: Jan-Dec 2021. 23
Advertising Cost Trends of Mobile Apps (Non-gaming) Meta on
Platforms

USA saw the highest average CPM. Country/Region CPM ($) CPC ($) CTR (%)
3 countries in the world saw a CPM of
over $10. USA 14.14 2 2.97

Australia 11.36 1.65 3.13

Mobile apps (non-gaming) in the US had the highest
Japan 10.26 1.75 2.74
advertising cost, with an average CPM of $14.14, CPC of
Singapore 9.76 0.61 3.4
$2, and CTR of 2.97%.
Germany 9.75 0.65 3.41
The US and the two countries following behind, Australia
UK 9.32 0.9 3.39
and Japan, recorded a CPM of over $10 for mobile apps
Canada 8.8 1.14 3.2
(non-gaming).

Japan recorded the highest CPC among all the countries or South Korea 8.46 1.42 2.87

regions in the chart, which was an average of $1.75. Taiwan (China) 7.86 1.25 2.73

Macau (China) 7.86 0.2 3.53

(Sorted by CPM from high to low)

Source: SocialPeta--Cost Intelligence, based on data retrieved from backend data sources.
Date: Jan-Dec 2021. 24
Insights into Advertising of Mobile Apps (Non-gaming) on Admob

17.6K+ 17.6K+ Total Advertisers

Total Advertisers

14.2K+ Monthly Advertisers

1.9M+ 1.9M+ Total Creatives

Total Creatives

265K+ Monthly Creatives

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. 25
 Insights into Advertising of Mobile Apps (Non-gaming) on Admob
Business apps contributed the most advertisers; Shopping apps had the most creatives.
The following graph about advertisers shows that business apps contributed the most advertisers, over 9.2K, accounting for 13.37%; followed by finance
and shopping app advertisers, accounting for 10.11% and 9.9% respectively.
The following graph about creatives shows that creatives for shopping apps were the most, with a total of over 356K, accounting for 16.76%; followed by
creatives for social apps, accounting for 10.78%.

Share of Share of
Advertisers Creatives

Business:13.37% Finance:10.11% Shopping:9.9% Shopping:16.76% Social:10.78% Finance:10.22%

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 26
Insights into Top Countries/Regions
Worldwide
• Mainland China and Hong Kong, Macau & Taiwan regions
of China

• USA, Japan & South Korea, Southeast Asia, Middle East,

the CIS
Insights into Advertising of Mobile Apps (Non-gaming) in
Mainland China
Creatives for tools apps accounted for a percentage as great as 35% in mainland China.

Share of advertising by app types Number of advertisers each month

Tools apps contributed the most advertisers, accounting for 20%; 2021 saw a total of 11.3K advertisers; with 4.8K monthly advertisers. The
tools apps also had the most creatives, accounting for 35%. number of advertisers peaked in July and had been in a downtrend after that.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 28
Top 20 Mobile Apps (Non-gaming) in Mainland China

Advertising TOP20 Advertising TOP20 Downloads TOP20 Downloads TOP20

1 幸福里 11 Taobao 1 WeChat 11 得物(毒)

2 淘特 12 233乐园 2 Douyin 12 Tencent Video

3 Pinduoduo 13 bilibili 3 Alipay 13 剪映

4 JD.com 14 Ke Holdings Inc. 4 Pinduoduo 14 淘特

Douyin Extreme National Anti-Fraud

5 Anjuke 15 5 15 Kuaishou
Edition Center

6 JD.com HD 16 Tencent Maps 6 Taobao 16 交管12123

Douyin Extreme Kuaishou Extreme

7 Baidu 17 片多多 7 17
Edition Edition
Kuaishou Extreme
8 18 米读小说 8 QQ 18 Meituan
Edition

9 七猫免费小说 19 天眼查 9 Xiaohongshu 19 DingTalk

10 Xiaohongshu 20 Alipay 10 Baidu 20 JD.com

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. The downloads were generated on the App Store. 29
Insights into Advertising of Mobile Apps (Non-gaming) in
Hong Kong, Macau & Taiwan Regions of China
Reading apps had an enormous number of creatives in the regions.

Share of advertising by app types Number of advertisers each month

Shopping apps contributed the most advertisers, accounting for 2021 saw a total of 15.4K advertisers; with an average of 6.4K monthly
14%; reading apps contributed less than 3% advertisers, but had advertisers. The number of advertisers had been in a steady uptrend.
the most creatives.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 30
Top 10 Mobile Apps (Non-gaming) in Hong Kong, Macau & Taiwan
Regions of China

Advertising TOP10 Downloads TOP10 Downloads TOP10

1 Messenger 1 YouTube 1 iQIYI

2 Instagram 2 LINE 2 Google Meet

3 Domestika 3 Google Meet 3 foodpanda

4 IGTV 4 Facebook 4 QR & Barcode Reader

5 傳奇小說大全 5 Google Maps 5 蝦皮購物

6 小說大全 6 Instagram 6 OPEN POINT

7 FastVPN 7 Messenger 7 WePlay

8 PoMelo File Explorer 8 Gmail 8 全民健保行動快易通

9 FileMaster 9 WeChat 9 ZOOM Cloud Meetings

10 Clean Master Pro 10 foodpanda 10 LeaveHomeSafe

App Store Google Play

Source: SocialPeta, based on data retrieved from backend data sources.

Date: Jan-Dec 2021. The downloads and revenue were generated on the App Store and Google Play, excluding any third-party Android platforms. 31
Insights into Advertising of Mobile Apps (Non-gaming) in the USA
News, reading, and weather apps contributed to few advertisers but had a high percentage of creatives.

Share of advertising by app types Number of advertisers each month

Shopping apps contributed the most advertisers, accounting for 2021 saw a total of 81.1K advertisers; with an average of 29.6K monthly
11.71%; news, reading, and weather apps contributed about 1% advertisers. The number of apps in the USA started a downtrend in May.
advertisers, but all had about 8% creatives.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 32
Top 10 Mobile Apps (Non-gaming) in the US

Advertising TOP10 Downloads TOP10 Downloads TOP10

1 NewsBreak 1 TikTok 1 TikTok

2 Instagram 2 YouTube 2 Google Pay

3 SmartNews 3 Instagram 3 HBO Max

4 IGTV 4 Facebook 4 ZOOM Cloud Meetings

5 Opera News 5 Netflix 5 Instagram

6 Dreame 6 Messenger 6 Cash App

7 FileMaster 7 HBO Max 7 WhatsApp Messenger

8 Flamingo 8 ZOOM Cloud Meetings 8 Netflix

9 Bravonovel 9 Amazon Shopping 9 Messenger

10 Chic Me 10 Gmail 10 Disney+

App Store Google Play

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. The downloads and revenue were generated on the App Store and Google Play, excluding any third-party Android platforms. 33
Insights into Advertising of Mobile Apps (Non-gaming) in Japan
& South Korea
The number of advertisers peaked in July; reading apps had the most creatives.

Share of advertising by app types Number of advertisers each month

Lifestyle, shopping, and business apps contributed the most 2021 saw a total of 17.8K advertisers; with an average of 7.3K monthly advertisers.
advertisers; reading, lifestyle, and tools apps had the most creatives. The number of advertisers in Korea was slightly higher than that in Japan.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 34
Top 10 Mobile Apps (Non-Gaming) in Japan & South Korea

Advertising TOP10 Downloads TOP10 Downloads TOP10

1 NewsBreak 1 PayPay 1 Coupang Eats

2 Instagram 2 ZOOM Cloud Meetings 2 Netflix

3 네이버TV 3 LINE 3 ZOOM Cloud Meetings

4 Domestika 4 YouTube 4 질병관리청 COOV

5 와디즈 5 Instagram 5 Karrot

6 Makuake（マクアケ） 6 Google Maps 6 TikTok

7 TikTok 7 TikTok 7 토스

8 Sharee (シェアリー) 8 Google 8 Instagram

9 Pokekara 9 Gmail 9 The 건강보험

10 Dreame 10 Netflix 10 Coupang Play

App Store Google Play

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. The downloads and revenue were generated on the App Store and Google Play, excluding any third-party Android platforms. 35
Insights into Advertising of Mobile Apps (Non-gaming) in the
Southeast Asia
Creatives for reading apps accounted for over 15%, with monthly advertisers of over 10K.

Share of advertising by app types Number of advertisers each month

Business apps contributed the most advertisers, accounting for 2021 saw a total of 27.1K advertisers, with an average of 10.1K monthly advertisers.
12.57%; reading apps had the most creatives, accounting for The number of advertisers peaked in August.
15.52%.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 36
Top 10 Mobile Apps (Non-gaming) in Southeast Asia

Advertising TOP 10 Downloads TOP10 Downloads TOP10

1 FileMaster 1 Facebook 1 CapCut

2 PoMelo File Explorer 2 Messenger 2 TikTok

3 SnackVideo 3 TikTok 3 Instagram

4 Helo 4 YouTube 4 Lazada

5 Innovel 5 Instagram 5 TikTok Lite

6 One Security 6 ZOOM Cloud Meetings 6 SnackVideo

7 Instagram 7 CapCut 7 Google Meet

8 TikTok 8 Google Meet 8 WhatsApp Messenger

9 Dreame 9 WhatsApp Messenger 9 Telegram

10 Yugto 10 Gmail 10 Facebook Lite

App Store Google Play

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. The downloads and revenue were generated on the App Store and Google Play, excluding any third-party Android platforms. 37
Insights into Advertising of Mobile Apps (Non-gaming) in the
Middle East
Tools apps had the most creatives, accounting for over 17%.

Share of advertising by app types Number of advertisers each month

Shopping apps were top 1 by the number of advertisers, followed by 2021 saw a total of 26.6K advertisers, and an average of 9.5K monthly advertisers;
business and lifestyle apps; creatives for tools apps accounted for with 4 months’ advertisers over 10K.
over 17%.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 38
Top 10 Mobile Apps (Non-gaming) in the Middle East

Advertising TOP10 Downloads TOP10 Downloads TOP10

1 FileMaster 1 WhatsApp Messenger 1 TikTok

2 FastVPN 2 TikTok 2 WhatsApp Messenger

3 Fordeal 3 YouTube 3 Instagram

4 Kwai 4 Instagram 4 Telegram

5 Instagram 5 Telegram Messenger 5 Kwai

6 Dreame 6 Snapchat 6 VivaCut

7 Yumy 7 Facebook 7 Snapchat

8 Clean Master Pro 8 Microsoft Teams 8 TikTok Lite

9 Domestika 9 Getcontact 9 Twitter

10 Share Vpn 10 Google Maps 10 Likee

App Store Google Play

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. The downloads and revenue were generated on the App Store and Google Play, excluding any third-party Android platforms. 39
Insights into Advertising of Mobile Apps (Non-gaming) in the CIS
Number of advertisers peaked in April; reading apps had the most creatives.

Share of advertising by app type Number of advertisers each month

Lifestyle apps contributed the most advertisers, a total of 2.8K; 2021 saw a total of 18.9K advertisers, with an average of 7.4K monthly advertisers.
creatives for reading and tools apps accounted for a relatively
high percentage.

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. 40
Top 10 Mobile Apps (Non-gaming) in the CIS

Advertising TOP10 Downloads TOP10 Downloads TOP10

1 Instagram 1 WhatsApp Messenger 1 TikTok

2 IGTV 2 Telegram Messenger 2 Telegram

3 PoMelo File Explorer 3 Instagram 3 Getcontact

4 Dreame 4 TikTok 4 Госуслуги

5 Domestika 5 Госуслуги 5 Instagram

6 Instagram Lite 6 YouTube 6 WhatsApp Messenger

7 FastVPN 7 Getcontact 7 Zenly

8 speedfiy 8 VK 8 Wildberries

9 Fast VPN 9 Viber Messenger 9 Авито

10 SWEET.TV 10 СберБанк Онлайн 10 Ozon

App Store Google Play

Source: SocialPeta, based on data retrieved from backend data sources

Date: Jan-Dec 2021. The downloads and revenue were generated on the App Store and Google Play, excluding any third-party Android platforms. 41
Trends of Ad Creatives for Mobile Apps
(Non-gaming) Worldwide
• Get insights into top app creatives worldwide on SocialPeta
UGC has Become the Inspiration for Creatives of Short Video Apps
Short video apps have become indispensable on phones of mobile users worldwide. With the development of mobile network technologies, network speed
has been improved rapidly. Short videos are especially attractive when people’s time is fragmented due to the high pace of modern life in the information-
based society, and there is the algorithm of big data recommendation.
Of course, those platforms can not be entertaining without UGC. Users would make videos of themselves and upload the videos while absorbing other
interesting videos, and the high-quality ones would help the platforms attract more new users.

TIkTok
Charming Pets

Kwai Likee
Inviting Food Passionate music
and dance

Source: SocialPeta, the copyright of the creatives belongs to the advertiser.

Date: Jan-Dec 2021. 43
Creatives for Finance Apps Prefer Live-Action Performance
The breakout and widespread of the covid-19 pandemic have greatly affected the economic globalization and global economic governance, and have brought
opportunities to promote a new round of economic globalization. Especially in the post-epidemic era, global mobile financial apps have a good space for
development.
More and more users are transferring from the traditional offline financial business to mobile apps, so mobile financial services and customer acquisition are crucial.
According to SocialPeta’s data on ad creatives for finance apps worldwide, the advertisers prefer their ads to show how real people are surprised by great income
from investment, or to show professionals’ analysis. All are very attractive.

XTrend
Speed

OPay
Remitly

Source: SocialPeta, the copyright of the creatives belongs to the advertiser.

Date: Jan-Dec 2021. 44
"Emotional Connection" is Currently the Mainstream of Reading
Creatives
Creatives for reading apps are usually strongly connected to the novels provided on the apps. Currently Most popular reading apps focus on female
readers; therefore, their ad creatives are mostly about emotions and ethics.
The most frequent elements in the creatives are getting pregnant, cheating, handsome men and beautiful women, emotional entanglement, and so on.

Bravonovel

Webnovel Dreame

Source: SocialPeta, the copyright of the creatives belongs to the advertiser.

Date: Jan-Dec 2021. 45
Report Specification

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information and owned by original authors. Without the
written permission of relevant companies, any organization The survey data released in the report are obtained through sample surveys,
or individual shall not reproduce or transmit this report in with the data results subject to the samples. Given the limitations of survey
any form. Any unauthorized business use of the report is methods and samples and the limited scope of survey data collection, the
deemed a violation of copyright and other laws and data only represents the basic situation of when the surveys occurred and
regulations as well as relevant international conventions. who the surveys targeted, and only serves the purpose of the surveys at the
time to provide a basic reference point for markets and users.

Given the limited research methods and data acquisition resources, the report
is only available to users as market reference data. SocialPeta do not assume
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About SociaPeta

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SocialPeta’s Global Strategic Partners
Thanks

SocialPeta Data Research Institute