Jon Lau

Focus on diversifying your creative mix so you can elongate the overall lifetime of your creatives. Try to maintain a higher average IPM of your overall creative mix rather than chasing finding one or two creatives that are going to be hits.

Focus more on creating "micro-videos". Shoot and create multiple 3-5 seconds videos (product features, why it's fun, "group play", etc.) and create 15 different combinations from these videos. It allows you to do very little video production and have a bigger outcome. Example (e-commerce grocery business): instead of doing a video focused on 1 product for 15 seconds, use several shots from different products to mix and match and create a lot of different videos like "just snacks", "snacks and desserts", etc.

Although it can depend on the game, one creative format (static, video, etc.) does not necessarily drive higher ROAS or bring you a better user than another. But the lifetime of a creative format can change, with video performance lasting longer for example.

Creatives is the biggest lever. Never fall in love with your idea or your hypothesis, let the data speak. Trust the process, not a specific ad tech.

Because AEO and VO are optimizing for different purchasing behaviors, you might be able to target ("naturally" since you can't control that) different audiences for each type of campaign and leverage this to either go hard on pushing IAP/pricing vs. monetizing.

Diversify if you're scaling up an ad-driven game because there is a hidden risk in relying on AEO/VO campaigns, especially if it's optimized for purchase (however it could work well for ad views or engagement). You have ways to get the same user through other mediums.