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Peter Fodor
MOBILE AD CREATIVES
BEST WEAPON AGAINST
HIGH ACQUISITION COSTS
APP AGENT
WIN
WIN
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
process in place frees up time
Having an efficient creative production
so you can focus on idea-making.
www.appagent.co/blog
I’m Peter!
In mobile since 2011 CEO @ AppAgent
Hi…
100+ apps and games
AD CREATIVES
PROCESS
PRODUCT
● 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
PRODUCT
RESEARCH
● Identification of what works
● Trends spotting
● Understanding what competitors do
(you can copy or avoid it)
● Helps to define clear & distinct positioning
RESEARCH
RESEARCH
If there is no brief, there is no job!
BRIEF
● 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
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
Strategy leads to a consistent user journey
https://bit.ly/lilisgardenads
STRATEGY
VIDEO AD STORE CREATIVES ONBOARDING
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
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 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
STRATEGY
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
PRODUCTION
PRODUCTION
PRODUCTION
● 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
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
WHAT TO AUTOMATE
KEY INSIGHTS
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
peter@appagent.co
ASK ME ANYTHING
tina@appagent.co
careers.appagent.co
HEAD OF MARKETING
NEW BUSINESS MANAGER
CREATIVE STRATEGIST
MARKETING MANAGER
ASO MANAGER
JOIN US
tina@appagent.co

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Mobile Ad creatives.pdf

  • 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
  • 7.
  • 8.
  • 10.
  • 11.
  • 12.
  • 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
  • 16.
  • 17.
  • 18. RESEARCH ● Identification of what works ● Trends spotting ● Understanding what competitors do (you can copy or avoid it) ● Helps to define clear & distinct positioning
  • 21.
  • 22.
  • 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
  • 27.
  • 28.
  • 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
  • 34.
  • 35.
  • 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
  • 40.
  • 41.
  • 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
  • 45.
  • 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