The document discusses the intersection of creativity and data science in mobile gaming advertising, highlighting a framework for creative testing that incorporates various elements like gameplay, localization, and audience iteration. It emphasizes that most new creative content may not perform as well as existing ads and presents data on viewer attention and consumer behaviors. The conclusion outlines the testing methodologies used to identify the best-performing ads across different audience segments.

1. CREATIVE IN MOBILE GAMING:
ART OR DATA SCIENCE?
Creativity and science behind creative testing. Creative testing framework and creative best
practices in different UA channels.

2. Who am I ?

3. The science of PUB - How do I
see creative?
https://www.consumeracquisition.com/create-100-ads-quantitative-creative-testing/
“95% of this new creative will fail
to overcome current best-performing
ads.”

4. The art of pub - How the user
sees creative?
‘YouTube mobile ads receive viewer
attention 83% of the time.’ Ipsos
https://www.smallbizgenius.net/by-the-numbers/advertis
ing-statistics/#gref
More than 40% of digital
consumers use social networks
to research new brands or
products.
https://www.smallbizgenius.net/by-the-numbe
rs/advertising-statistics/#gref

5. Where the user sees creative?
https://instapage.com/blog/mobile-ad-platforms

6. And It looks everywhere
different….

7. How did we solve this problem?
Iteration of creative.

8. Iteration of creative concept....
● Gameplay
● Real people in the video
● Localization
● Device on screen
● Hands on screen
● Animated character / 3D
● Subtitle
● Challenges
● LiveOps
● Promo
● Lengths
● Rewards
● Tutorials

9. Iteration of creative but also of
audience...

10. BUT with data…

11. BUT with data…
https://peakconversion.com/

12. Practically we created framework
of test : A/B test
Cell A
Polished creative
Cell B
UGC
Creative Best performing Influencer
creative
Bidding App install App install
Budget $X $X

13. Practically we created framework
of test : Winning ads component
Week 1 Week 2 Week 3 Week 4 Week 5
CTA Winning CTA Winning CTA Winning CTA Winning CTA
Current template Copy Winning Copy Winning Copy Winning Copy
Current template Current template Offer inclusion Winning Offer Winning Offer
Current template Current template Current template Product Group Winning Product

14. Week 1 Week 2 Week 3 Week 4

15. Practically we created framework
of test : Receptive audiences.
Cell A : UGC
Female
Cell B : UGC Male Cell C : UGC
Female
Cell D : UGC Male
Creative Best performing
Female UGC
Best performing
Male UGC
Best performing
Male UGC
Best performing
Female UGC
Targeting Male audience Female audience Male audience Female Audience
Budget $Yk $Yk $Yk $Yk

17. Conclusion