How designers should work with data people? What is good approach to test creatives? Bidalgo is sharing learnings from its data, case studies and cooperation with clients.

1. Art & Science, Bidalgo’s Creative Methodology
GameCamp Warsaw March 2019

2. ESTABLISHED 2010
+120 EMPLOYEES
SELF-SERVE AI
TECHNOLOGY
OVER $400M IN
ANNUAL AD SPEND
MULTI-BILLION $
REVENUE GENERATED
FOR CLIENTS
OUR OFFICES
SAN FRANCISCO TEL AVIV SEOUL LONDON
BIDALGO

3. The Newsfeed Experience

4. Variety of Media Channels, Plenty of Placements

5. User Attention
Time (seconds) 00:05 00:15 00:30
Brand DR
Attention

6. UA changes overtime
Data
Analytics
Reporting
Scale
Campaigns
Targeting
Creative
Strategy
Market
Strategy
Data Analytics Reporting Scale Campaigns
Targeting Creative Strategy Market Strategy
Data Analytics
Reporting
Scale
Campaigns
Targeting
Creative
Strategy
Market
Strategy
Data Analytics Reporting Scale Campaigns
Targeting Creative Strategy Market Strategy
2014 2019

7. Creative Building Blocks
Audience
Time & Place
Message

8. Art & Science

9. CTR
CVR
PYR
ROI
Install > Payer
Has your creative encouraged
users to pay in order to keep on
playing?
Click > Install
How Relevant is your creative to
your audience
Impression > Click
How attractive is your creative
Payer > LTV
Creative has limited influence in
deeper funnel, it should be
combined with the right audience +
RT creative (offering + segmenting)
0.5%-1.5%
30%-40%
1%-3%
User Acquisition Funnel

10. Creative Measurement
CTR 5%
3%
2%CTR 1%
CTR
CTR 4%
CTR

11. Creative Measurement
CTR
INSTALL
RATE
CONVERSION TO
FTD IMP. > FTD ROI
5%
4%
3%
-2%
1%
1%
-9%
76%
-30%
-32%
19%
18%
127%
-25%
-40%
-9%
15%
24%
17%
-13%
5%
15%
24%
17%
-13%

12. Creative Lifecycle - Creative Hacking in Action
Creative TestingScale & Stability
Creative Evolution
Launch / Fatigue

13. Efficient Creative Production Process
Top
Performing
Ad
Iteration A
Iteration B
Iteration C
Scale
Scale
Iteration A2
Iteration B2
fail

14. Efficient Creative Production Process - Key Takeaways
Produce More Creative at Scale – Based on Top Performing Creative
Isolate creative elements and understand which works better
Each iteration uses different element

15. CASE IN POINT:

16. Which ad overperformed?

17. Which ad overperformed?
35%
Higher D7
ROAS

18. Why?
Hand Icon Dragon Type
Zoom Element Land behavior
Particles
Game play

19. CREATIVE HACKING | CREATIVE EVOLUTION
We identified strongest
performing creative elements
as particles, hand icon and
land-healing…

20. 25%
Higher CTR
… and
implemented
these winning
elements into the
next iteration
27%
Higher ROAS
D7

21. of total spend
50%
29%
Higher D7 ROAS
… and continued the
evolution by using
best performing
dragons...

22. … implemented
winning elements
into new concept...
38%
Higher D7 ROAS
43%
Higher
Install rate

23. CASE IN POINT:

24. Creative Evolution- Diamonds
Zoom Out - Cabin Counter Clock

25. • CTR: 0.45%
• Payers rate: X
• D7 ROAS: Y
• CTR: 0.59%
• Payers rate:
Increased by 75%
• D7 ROAS:
Increased by 12%
• CTR: 0.35%
• Payers rate:
Increased by 87%
• D7 ROAS:
Increased by 31%
Creative Evolution – Winning Elements

26. CTR: 0.55%
Payers rate: X
D7 ROAS: Y
CTR: 0.55%
Payers rate:
Increased by 40%
D7 ROAS: Increased by
30%
CTR: 0.41%
Payers rate:
Increased by 50%
D7 ROAS: Increased by
19%
Creative Evolution– Combining Concepts

27. New Concept – Creative Thinking

28. Guidelines for Scaling
Evolution
Testing
Existing winning
creative
% of creative usage
10%
20%
70%

29. Guidelines for Fatigue
Evolution
Testing
Existing winning
creative
% of creative usage
40%
20%
40%

30. CREATIVE AI – Productize Creative Analysis

34. THANK YOU!
Alon@BIDALGO.COM