Group 1 - The core viewpoint of the report indicates a shift in mobile advertising from reliance on "blockbuster materials" to a more diversified strategy, with brands and advertisers increasingly adopting broader testing and audience segmentation [1][2] - In the gaming sector, the top 2% of ad materials attract 53% of the advertising budget, while in non-gaming apps, this figure drops to 43%, highlighting a significant change in advertising strategies [1][2] - The production pace of ad materials has accelerated, particularly in the non-gaming sector, where high-budget non-gaming app materials saw an 18% year-on-year increase [1] Group 2 - The report reveals that ads featuring TV celebrities have an Install Per Mille (IPM) that is twice that of movie stars, yet movie stars still account for over 80% of the celebrity ad budget [3] - User-generated content (UGC) materials have shown a 45% higher conversion rate and a 17% increase in the 7-day retention rate compared to recommendation-type materials, despite having a lower budget share [3] - The report emphasizes the importance of long-term effectiveness in measuring ad material value, as demonstrated by the retention rates of different material types [3] Group 3 - The increasing prevalence of video content in advertising is noted, with video now dominating over images, a trend that has evolved with advancements in network technology [4] - The production cost of trial materials is identified as a significant barrier, but AI technology is expected to lower these costs and increase the volume of materials produced [5] - The evolution of the gaming industry is highlighted, with a shift from heavy games to a rise in casual games among Chinese developers, reflecting a broader trend in the international market [7]