Adventure game ads have the highest CTR
Which genres of commercials work best? Such a question was asked by AppLift analysts. They found out that the most effective video shows that promotes games in the genre of adventure (Adventure).
In second place in CTR (in relation to the number of clicks to the number of ad impressions) are simulators (Simulation), and the third position is for role-playing products (Role-playing). Puzzles demonstrate the lowest CTR in the world.
CTR segmentation by genre in the world (Google Play)
The situation is very different from region to region.
For example, in Japan, the CTR of simulators is higher than that of adventures, and in the USA, casual games show a high CTR, advertising of which in South Korea is far from being as effective.
CTR segmentation by country and genre (Google Play)
AppLift also compared the CTR of the United States and Hanguk.
On average, it was much higher in the States: 13.7% versus 3.9%. But the conversion rate to downloads in Korea is still higher: 1.7% vs. 1.2%.
Comparison of average CTR and CR in the USA and South Korea
The conversion rate strongly depends on the genre.
For example, in racing games (Racing), the conversion from views to downloads in the United States is 2.1%, and in role–playing games – 0.3%.
CR by genre in the USA and South Korea
AppLift collected data for the study from July to August 2017 only on Android.
The study turned out to be interesting, but raises questions.
- Why is there not a selection of strategies that are one of the highest-grossing genres, with huge competition and huge spending on buying traffic.
- How did the company understand which genre the promoted game belongs to?
Plus, it should be understood that even within the genre in a particular country, both CTR and CR indicators are “the general temperature in the hospital”, which says little about anything. It would be much more interesting if AppLift compared the effectiveness of specific approaches in advertising.
A source: AppLift
