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Mobile Ad Creatives Best Weapon Against High Acquisition Costs
- 1. Peter Fodor MOBILE AD CREATIVES BEST WEAPON AGAINST HIGH ACQUISITION COSTS APP AGENT
- 2. WIN
- 3. WIN
- 4. You never know what will resonate with your target audience. Often, it’s contradictory to your ‘expert beliefs’. Artem Petukhov ex-Growth Director at Wargaming Mobile
- 5. process in place frees up time Having an efficient creative production so you can focus on idea-making.
- 6. www.appagent.co/blog I’m Peter! In mobile since 2011 CEO @ AppAgent Hi… 100+ apps and games
- 13. PRODUCT
- 14. ● The Unique Selling Proposition (USP) is the most important thing to get right ● Reviews help to understand your audience ● Speak with the community managers ● Read what journalists write about the product - they are great at defining the USP! PRODUCT
- 15. PRODUCT
- 18. RESEARCH ● Identification of what works ● Trends spotting ● Understanding what competitors do (you can copy or avoid it) ● Helps to define clear & distinct positioning
- 19. RESEARCH
- 20. RESEARCH
- 23. If there is no brief, there is no job!
- 24. BRIEF
- 25. ● The marketing team is often disconnected from the product team - make sure you align! ● A written brief forces you to be clear on what you want and reduces friction in the process ● Add references to align on production quality, visual style and pacing BRIEF
- 26. Task Output About the App About the Brand Competitors + Top Ads Target Group Unique Selling Proposition Key Messaging Mandatories Production timeline Presentation form BRIEF LA DI DAH
- 29. Strategy leads to a consistent user journey https://bit.ly/lilisgardenads STRATEGY VIDEO AD STORE CREATIVES ONBOARDING
- 30. STRATEGY ● The Creative Strategy helps you set the umbrella idea and plan for concepting and testing ● 1 out of 10-20 new creatives outperform the control creative (test a lot!) ● Check out Quantic Foundry or GameRefinery to discover the motivators STRATEGY
- 31. Key visual /Key message 1 WHY HOW /Visual 1 /Visual 2 /Visual 3 /Visual 4 /Key message 2 /Key message 3 /Key message 4 /Key message 4 /Key message 5 /Key message 6 /Motivator 1 /Motivator 2 /Motivator 3 STRATEGY WHAT STRATEGY /Visual 4
- 32. Key visual /Key message 1 WHY HOW /Visual 1 /Visual 2 /Visual 3 /Visual 4 /Key message 2 /Key message 3 /Key message 4 /Key message 4 /Key message 5 /Key message 6 /Motivator 1 /Motivator 2 /Motivator 3 STRATEGY WHAT STRATEGY /Visual 4 /Key message 3
- 33. STRATEGY
- 36. PRODUCTION ● Take the storyboard seriously! ● Make sure it’s descriptive enough (especially for remote designers) ● One ad creative = one message ● First 3 seconds are decisive, iterate on openers! ● Don't polish until you know it’s a best performer
- 37. PRODUCTION
- 38. PRODUCTION
- 39. PRODUCTION
- 42. ● Volume of ads per month/week depends on spend, channel, size of the audience and genre ● ⅔ of efforts should go to iterations of the best performers and ⅓ to new ads ● Avoid ad fatigue, always have new ads ready to go! TESTING
- 43. ITERATION CYCLE CONCEPT 1 CONCEPT 2 CONCEPT 3 CONCEPT 5 Identification of key variables Creation of automated ads Tagging variables in the file name VAR 1 VAR 2 VAR 3 VAR 4 VAR 5 VAR 46 ... Running a new test campaign CONCEPT 4
- 44. WHAT TO AUTOMATE
- 46. KEY INSIGHTS
- 47. 5 KEY INSIGHTS Understand WHY you created the product and what motivates your users Do your research! Know your product and your competitors including their ad creatives Write a clear and detailed brief, invest your time into an inspirational USP Develop a creative strategy first to help you see the big picture and define your playing field Don’t spend extra time polishing your videos until you see they perform well 1 2 3 4 5
- 49. careers.appagent.co HEAD OF MARKETING NEW BUSINESS MANAGER CREATIVE STRATEGIST MARKETING MANAGER ASO MANAGER JOIN US tina@appagent.co