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Ad IntelligenceQ2 2016 Data Digest
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Key Highlights
In our latest Ad Intelligence Data Digest,you’ll learn more about:
The average length of video ads has grown 67 percent since January to 25 seconds. More advertisers move to video: One out of every four ads on Instagram in Q2 was a video, up 23 percent over January 2016.
Revenue Fuels Growth: 40 percent of the top advertisers on Facebook were also in the top 25 grossing apps for June 2016.
More Than Just Games: Instagram’s top advertisers included mobile publishers from 10 different App Store categories, showing the most diverse cohort.
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ContentsWhat’s Inside Our Q2 2016 Ad Intelligence Data Digest
We highlight the top creatives of the quarter
based on share of voice, production value, and
impression trends.
Top Creatives
This quarter, we take an in-depth look at the
Instagram ad network, highlighting growth in
video ads, app install vs. mobile web, and more!
Market Insights
Discover the top 20 app install advertisers on five of the largest mobile ad
networks: Facebook, Google, Instagram,
Pinterest, and Tumblr.
Top Advertisers
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Welcome to the latest edition of our quarterly Ad Intelligence Data Digest. Today, the Sensor Tower Ad Intelligence platform is being utilized by some of the top advertisers, publishers, networks, venture capitalists, and agencies in the world.
This data helps them better understand the mobile ad ecosystem and make informed business decisions. We’re excited to share some of the high level industry trends from the previous quarter in this report.
In the following pages, you’ll find an in-depth look at the world of Instagram, quarterly advertiser leaderboards, creative trends, and other valuable insights developed using the data we’ve collected during the second quarter of 2016.
Thanks for reading! The Sensor Tower Team
Brought to you by Sensor Tower
Welcome to the Ad Intelligence Digest
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About Our Data and PlatformThe Sensor Tower Data Science Team compiled the data provided in this digest using the Sensor Tower Ad Intelligence platform.
Figures represented in this report come from Ad Intelligence data for May 1, 2016 through June 30, 2016.
Top Creatives were selected based on share of voice, production value, and also impression trends.
About the Solution: Ad IntelligenceBy tracking ads as they’re delivered to actual people, Ad Intelligence accurately measures the world of mobile advertising and reports on key impression metrics, such as Share of Voice and Daily Network Rank. Ad Intelligence’s mobile advertising data is driven by its panelists: millions of mobile users from around the globe.
Would your business benefit from access to Ad Intelligence insights and the data used to build this report? See the top advertisers on more than 20 ad networks. Email [email protected] for more information.
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Market Insights
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7 Inside Instagram: Image vs. Video Ads
One in Four Ads on Instagram is a VideoMore mobile marketers are finding value in video ads. Video has always meant higher conversion, but in the past, the high production costs deterred app developers from pursuing them more heavily.
Today, the share of video ads has grown all the way to twenty-six percent on Instagram — up twenty-three percent since January of 2016.
Video Ads Share Continues to Grow on Instagram Sh
are
of T
otal
Ads
0%
25%
50%
75%
100%
Nov ‘15 Dec ‘15 Jan ‘16 Feb ‘16 Mar ‘16 Apr ‘16 May ‘16 Jun ‘16
Video Ads Image Ads
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8 Video Ads Are Getting Longer on Instagram
As Brand Advertisers Move to Instagram, Video Ads Get LongerWhen Instagram first launched its ad platform, advertisers were limited to 15 second limits for video ads. In September ‘15, the team debuted 30-second video ads. Then, in February of this year, the platform started allowing 60-second clips. Part of the reason for the increase is to attract more brand advertisers. As more brands move to Instagram, the average duration of video ads has started to grow. In fact, the average has grown by 67% since January of 2016. As of June ’16, the average Instagram video ad was twenty-five seconds long.
15 sec.
25 sec.January 2016
June 2016
67%
Average Video Duration
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3 of 4 Ads Direct Users to Web, Although App Install Ads Are Eating Into Mobile Web’s Share
Mobile WebNotable brand advertisers on Instagram in Q2 include Chevrolet, Jansport, Garnier, and Squarespace.
App InstallOn the App Install side, HBO Now made a considerable push along with Supercell, MZ, and Postmates.
9 Mobile Web Is Still King on Instagram
App Install 26%
Mobile Web 74%
App Install ads represented 26 percent of all impressions on Instagram in Q2 2016; mobile web ads remain clear majority.
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10 How Does Pinterest Compare to Instagram?
The share of App Install ads grew again in Q2 on both Instagram and Pinterest. App Install campaigns represent a larger share on Instagram.
Share of Total Ad ImpressionsUnited States - Q2 2016
App Install 26%
Mobile Web74%
Share of Total Ad ImpressionsUnited States - Q2 2016
App Install 17%
Mobile Web 83%
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11 What Types of Advertisers Are on Instagram?
Shopping & Entertainment Bounced BackFollowing the holiday season, Entertainment and Shopping advertisers dialed back their campaigns as expected in the first quarter. In Q2 though, we saw a resurgence from both categories led by mobile-first shopping apps such as Mercari, SHEIN, and OfferUp.
Games continued to dominate the leaderboards, led by significant campaigns from MZ and Supercell.
Top 5 Advertisers by iOS App Store Category on Instagram (U.S.)
Games
Shopping
Entertainment
Social Networking
Lifestyle
0% 25% 50% 75% 100%
Indexed Impressions
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Top Advertisers
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Mobile Strike
Wish
Clash of Kings
HBO NOW
OfferUp
Zoosk
League of War
MARVEL CoC
Jurassic World™
Vikings: War of Clans
Mercari
Lords Mobile
iFunny
Checkout 51
Clash Royale
Magic Rush: Heroes
Super Evolution
Mile IQ
Clover Dating App
25% 50% 75% 100%
Top 20 Facebook Advertisers
Revenue Fueled User Acquisition 40 percent of the top 10 advertisers were also top 25 grossing apps in June 2016.
Strategy Games Had A Huge QuarterFrom Mobile Strike at No. 1 to the refresh of League of War, strategy games were heavily advertised in Q2.
Facebook Advertisers by Indexed Impressions - United States
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Mobile Strike
Google App
Game of War
Amazon
HBO NOW
Toy Blast
YouTube Music
WordWhizzle
ABC News
Clash of Kings
Audible
Jigsaw HD
Panda Pop
Magic Rush: Heroes
Wish
Live.me
Cookie Jam
Chrome
SHOWTIME
iFunny
25% 50% 75% 100%
Top 20 Google AdvertisersAdMob Advertisers by Indexed Impressions - United States
MZ Was King on GoogleThe only app separating MZ from owning the No. 1 and No. 2 spots was Google promoting its Google App.
Google Was Home to Consistent Spenders65 percent of the top advertisers on Google we’re also on the Q1 Top Advertisers leaderboard.
Google includes the AdMob, DoubleClick, Adwords, and AdX networks
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HBO NOW
Mobile Strike
Mercari
SHEIN Shopping
Clash Royale
OfferUp
Fullscreen
Postmates
Whisper
Gametime
Headspace
Amazon App
Tap Sports Baseball 2016
The Walking Dead
Lyft
Shopkick
Qapital
Unison League
5miles
Chatbooks
0% 25% 50% 75% 100%
Top 20 Instagram AdvertisersInstagram Advertisers by Indexed Impressions - United States
More Than Just GamesInstagram’s top advertisers represented 10 different app categories, showing the most diverse cohort.
Shopping Apps Saw SOV DropIn Q1, four of the top five advertisers were shopping apps. Amazon fell to No. 12, Wish didn’t make top 20.
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Etsy
ipsy
Macy’s
thredUP
Sears
Kohl’s
SHEIN Shopping
Tumblr
CUPSHE
Stylebook
BR
Poshmark
AllModern
timeshel
JCPenney
Ovia Pregnancy Tracker
Zola Wedding Registry
OpenSky
BabyList
Oasap
25% 50% 75% 100%
Top 20 Pinterest AdvertisersPinterest Advertisers by Indexed Impressions - United States
Shopping & Lifestyle Made up 80%Every app, except Ovia, identified as a Lifestyle app according to Apple’s category/sub-category data.
Etsy Found Success on PinterestFor the second quarter in a row, Etsy was the No. 1 advertiser in terms of share of voice.
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Mobile Strike
Episode
Game of War
The Sims
Battle Camp
Clash Royale
Dashlane
MARVEL CoC
BINGO Blitz
Highrise
Cookie Jam
Kisses & Curses
Poshmark
Daily Celebrity Crossword
SimCity BuildIt
Star Trek Timelines
Zoosk
CLUE Bingo
YAHTZEE With Buddies
Magic: The Gathering
25% 50% 75% 100%
Top 20 Tumblr AdvertisersTumblr Advertisers by Indexed Impressions - United States
MZ Proved It’s in a League of Its OwnMZ moved Mobile Strike from No. 5 in Q1 to No. 1 in Q2 while also pushing up Game of War from No. 6 to No. 3.
15 of Top 20 Were in Games CategoryDashlane (Productivity) became the first non-game to break into the Top 10.
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Top Creatives
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Top Facebook Creative
Mobile Strike by MZMZ took the top creative again on Tumblr. This time
showing rich gameplay footage in this 15-second video ad.
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Top Instagram Creative
Clash Royale by SupercellSimilar to what happened on YouTube, a massive push in April helped secure this ad as the most seen creative on Instagram, despite it being phased out by the end of June.
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Top Pinterest Creative
thredUPthredUP found success including their product
alongside branded packaging in this advertisement. Good example of a mobile first company working to
build brand awareness, while also incentivizing an app install.
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Top Tumblr Creative
Episode by Pocket GemsOnce again, Episode claimed the No. 1 spot on Tumblr in Q2 2016. The advertiser also had the most-seen ad on Tumblr in Q1, which was this interstitial prompting users to “play now.”
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Top YouTube Creative
Clash Royale by SupercellThe top creative on YouTube for Q2 was once again a video ad from Supercell. To combat ad fatigue, we started to see a new set of videos in late May.
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