Поговорим о разных подходах в создании креативов, которые работают прямо сейчас, и подробнее остановимся на мислидах. Как тестировать креативы с минимумом затрат и сколько креативов вам нужно на этапе масштабирования.

1. Creative is King!
Why are misleading
creatives so popular?
Sergei Riabov
VP of Data & Growth @ AdSide Media
sr@adsidemedia.com

2. About AdSide Media
■ AdSide Media is a performance agency focused on Facebook
& Google UA
■ Most of the clients – mobile apps
■ Focus on the creative department and the process of creating
and testing new hypotheses (200+ new creatives per week)
■ Produce creatives for external clients
■ We are specialists in unique approaches in creative
production

3. About the speaker
Sergei Riabov, VP of Data & Growth
 Serial entrepreneur since 2001
 E-commerce professional since 2007
 Joined AdSide Media in 2019
 Analyzed UA of hundreds of different
applications

4. Known approaches
■ gameplay
■ leveling
■ before/after
■ puzzles/bridges
■ choose and fail
■ another gameplay based on game assets

5. Gameplay
Space Arena

6. Leveling
Evolution 2 Cats & Magic

7. Before/After
Duels Champions

8. Puzzles/Bridges
Hustle Castle

9. Choose and fail
Nitro Nation Nitro Nation

10. Another gameplay
Hustle Castle Cats & Magic

11. Is it a performing creative?
Nitro Nation

12. ASA vs. Playrix
Gameplay Mislead

13. Gameplay vs. Misleading
Gameplay Mislead

14. AdSide: Tech and workflow
Product
evaluation
Signing of a
contract
Marketing
strategy
session
Brainstorm
session
Creatives
production
Creatives
test
Campaign
Optimization
Feedback
loop

15. Creative brainstorm session
Participants: Media buyers, Account Manager, Designers, Art director;
Activity Time Expected outcome
Brainstorm warm up 5 min Engaged creativity
Introduction to the client’s
product
5 min
Understanding of the client’s app, competitors
and client’s ad strategy
Free form brainstorm 30 min 60 ideas, no limitations
Guided brainstorm 20 min
Up to 60 ideas narrowed down to the values of
the product
TOTAL 60 min 60 – 120 ideas

16. Unique approaches

17. 1/10

18. First stage of testing creatives
■ CPI test using the FB Split test tool, testing without a benchmark
(only new creatives participate in the test)
Settings:
■ Geo from tier 2 or 3 (we choose close in terms of payback to the
top countries, but with a lower CPM);
■ News feed placement;
■ LAL 1% or 2% audience in selected Geo, based on payers;
■ Test budget based on 5-10k impressions per creative

19. First stage results

20. Second stage of testing creatives
■ Value test for top Geo, top audience and current top creative
Settings:
■ Top Geo
■ Top audience
■ 1 adset with top creative

21. Creatives in general
■ Misleading creatives can perform twice better than
gameplay
■ You can copy best practices but to scale fast you need
unique approaches and new ideas.
■ You can decrease your test spend with 2 stages scheme
■ One top creative allows you to scale multiple

22. Thank you!
Sergei Riabov
VP of Data & Growth @ AdSide
Media
sr@adsidemedia.com