The document discusses the pillars of good creative for mobile advertising, including creating value, grabbing attention, and defying creativity. It emphasizes the importance of always testing creatives through variations, new concepts, and new formats. Testing should involve 70% iteration and 30% new concepts, and planning ahead with clear hypotheses for iterations and a more relaxed approach for new concepts. The overall goal is to explore, create, and deliver value to satisfy target markets profitably.

1. The art and science
of good creative
Mobile Spree June 2018
thiago@peak.net

4. 1. Show & tell
- Why am I talking about creatives?
2. Pillars of good creative
- Create value
- Grab attention
- Defy creativity
3. Always be testing
- Variations and new concepts
- New formats
- Have a plan

5. Installs
Installs
Show & tell

6. Installs vs CTR
Installs
CTR
Show & tell

7. Installs vs CTR
Installs
CTR
Show & tell

8. How can we find
good creatives?

9. 1. Create value
2. Grab attention
3. Be creative
Pillars of good creative

10. “The science and art of exploring,
creating, and delivering value to satisfy
the needs of a target market at a profit.”
Dr. Philip Kotler

11. Adapt to the user mindset
- Is the user looking to know more about an issue or
procrastinating?
- Is the user ending the session at a game or looking to grab some
free coins?
Pillars of good creative

12. "[What information consumes is] the
attention of its recipients. Hence a
wealth of information creates a poverty
of attention."
Herbert Simon,
Nobel winner - Economics (1978)

13. Have a clear message
- The first 3 seconds are extremely important, make them notice
you!
- “Pay attention! Now, buy this!”, don’t ask for two payments right
away, ensure to make the user sees the value of the transaction
right away.
Pillars of good creative

14. "Reason is intelligence taking exercise.
Imagination is intelligence with an
erection."
Victor Hugo

15. Iterate but also try new approaches
- Have a good testing plan with iterations and new ideas.
- Don’t be afraid to try new approaches that might seem irrelevant
at first.
Pillars of good creative

16. Pillars of good creative

17. What about testing?

18. 70% iterating
30% new concepts
Always be testing

19. Push new formats
- Less competition
- New ideas, new experiments
- There’s value in being first
Always be testing

20. Plan ahead
- Generate a clear hypothesis for your iteration testing (man vs
woman, dark background vs light background).
- Collate a list of general learnings.
- Be more relaxed with new concepts.
Mobile Spree June 2018
thiago@peak.netAlways be testing

21. Mobile Spree June 2018
thiago@peak.net
Questions?