Mama London - creatives are not important!, Matej Lancaric, Head of Mobile Marketing, Pixel Federation

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Matej Lancaric, Head of Mobile Marketing, Pixel Federation talks about the creative process we have at Pixelfederation! We will also look at our CPIs and how you can easily reduce them. Here's the full version with some beautiful video ads - https://pxfd-my.sharepoint.com/:p:/g/personal/mlancaric_pixelfederation_com/EQHlhFPuoe9GuTiMZQEMCowBxSMDOxX6mgLkEiphJlOEwA?e=WIoFOp

Marketing

0. Company info 
1. Creative process  
2. Formats
3. Facebook vs. adnetworks
4. Takeaway & Best practices

Founded in 2007
2 instant games
in soft launch
220
employees
4 live games Based in Slovakia

UACREATIVE
Marketing Team
Motion Designer
2 Data AnalyticsArt Lead
2 CG Artist 9 UA Managers
Creative Agency

WORKFLOW
Brainstorm
Initial Production
Soft Testing
Polishing Production
Deep Testing
Scaling
UA + ART
ART
UA + ART
ART
UA
UA + ART
Decision
1st Pack
2nd Full Pack

Size matters
Make History
A peaceful escape
Presenting a puzzle
Digging the fourth wall
Diggy’s cliffhanger?
Collect Trains
History
Work on the Train Station

Video 3
Initial Production
Video 2Video 1

Square VideoVertical VideoStatic Image Landscape Video

Instagram StoriesInstagram VideoCarousel Image /
Video
360 Video

BEST CREATIVES
$0.81AVG. CPI$0.90AVG. CPI $0.53AVG. CPI

CREATIVES
$6.1AVG. CPI$1.6AVG. CPI $3.7AVG. CPI$2.2AVG. CPI

BEST CREATIVES
$1.2AVG. CPI
$0.63AVG. CPI

CREATIVES
$2.5AVG. CPI$0.8AVG. CPI $3.2AVG. CPI$2.3AVG. CPI

Facebook vs Ad networks
. 15 sec.
. 1 simple idea
. scroll stop
. 3 sec. attention rule
. no sound
. 30 - 45 sec.
. gameplay footage
. storytelling 
. sound on

. Formats
. In House vs. Agency 
. Test
. Data Driven Decisions
Takeaways
High CPI’s
Can’t spend
budget
Low
conversion
rates
Changecreative
Change
creative
Changecreative

Thank you!
linkedin.com/in/matejlancaric mlancaric@pixelfederation.com

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4. Head of Mobile Marketing MATEJ LANČARIČ

5. Founded in 2007 2 instant games in soft launch 220 employees 4 live games Based in Slovakia

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8. UACREATIVE GAME ANGLE BRAINSTORMING

9. Size matters Make History A peaceful escape Presenting a puzzle Digging the fourth wall Diggy’s cliffhanger? Collect Trains History Work on the Train Station

10. Size matters Make History A peaceful escape Presenting a puzzle Digging the fourth wall Diggy’s cliffhanger? Collect Trains History Work on the Train Station

11. Video 3 Initial Production Video 2Video 1

12. Soft Testing

13. FORMATS

14. Square VideoVertical VideoStatic Image Landscape Video

15. Instagram StoriesInstagram VideoCarousel Image / Video 360 Video

16. Enter Canvas Ads Canvas Ads

17. Deep Testing

18. Scale

19. CREATIVES $1.5 $2.4AVG. CPIAVG. CPI

20. BEST CREATIVES $0.81AVG. CPI$0.90AVG. CPI $0.53AVG. CPI

21. CREATIVES $6.1AVG. CPI$1.6AVG. CPI $3.7AVG. CPI$2.2AVG. CPI

22. BEST CREATIVES $1.2AVG. CPI $0.63AVG. CPI

23. CREATIVES $2.5AVG. CPI$0.8AVG. CPI $3.2AVG. CPI$2.3AVG. CPI

24. Facebook vs Ad networks . 15 sec. . 1 simple idea . scroll stop . 3 sec. attention rule . no sound . 30 - 45 sec. . gameplay footage . storytelling  . sound on

25.

26.

27. . Formats . In House vs. Agency  . Test . Data Driven Decisions Takeaways High CPI’s Can’t spend budget Low conversion rates Changecreative Change creative Changecreative

28. Thank you! linkedin.com/in/matejlancaric mlancaric@pixelfederation.com

Mama London - creatives are not important!, Matej Lancaric, Head of Mobile Marketing, Pixel Federation

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