ACE Framework: Bullet-Proof Ad Creatives Process

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6

Tina Lovasic (Head of Creative at AppAgent - Mobile Growth Consultancy) and Peter Fodor (CEO at AppAgent) share the ad creatives production process they use when working with their clients.

Source:
ACE Framework: Bullet-Proof Ad Creatives Process
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
July 16, 2020
Added to the Vault on:
August 6, 2020
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💎 #
1

When coming up with your creative strategy, make sure you are going to provide a consistent user experience journey. From video ad to store creatives to onboarding, things should be consistent.

12:00
💎 #
2

Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.

13:10
💎 #
3

Take the storyboard seriously. 1/3 to storyboard, 2/3 on the production.

16:57
💎 #
4

Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.

21:07
💎 #
5

When you get a winning concept:
1. Identify the key variables (5 maximum): break down the concept into pieces. Example: packshot, opening sequence, etc.
2. Create an automated ad where you swap the different key variables
3. Tag the variables in the file name
4. Develop new concepts with the winning elements

22:05
💎 #
6

If you make a fake ad (because you've exhausted a lot of other options or to explain the game's principles for example), build it around the core experience: it can look different, the mechanics can be slightly different but the challenge and the emotions should be similar.

33:50
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💎 #
1

When coming up with your creative strategy, make sure you are going to provide a consistent user experience journey. From video ad to store creatives to onboarding, things should be consistent.

12:00
💎 #
2

Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.

13:10
💎 #
3

Take the storyboard seriously. 1/3 to storyboard, 2/3 on the production.

16:57
💎 #
4

Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.

21:07
💎 #
5

When you get a winning concept:
1. Identify the key variables (5 maximum): break down the concept into pieces. Example: packshot, opening sequence, etc.
2. Create an automated ad where you swap the different key variables
3. Tag the variables in the file name
4. Develop new concepts with the winning elements

22:05
💎 #
6

If you make a fake ad (because you've exhausted a lot of other options or to explain the game's principles for example), build it around the core experience: it can look different, the mechanics can be slightly different but the challenge and the emotions should be similar.

33:50
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💎 #
1

When coming up with your creative strategy, make sure you are going to provide a consistent user experience journey. From video ad to store creatives to onboarding, things should be consistent.

12:00
💎 #
2

Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.

13:10
💎 #
3

Take the storyboard seriously. 1/3 to storyboard, 2/3 on the production.

16:57
💎 #
4

Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.

21:07
💎 #
5

When you get a winning concept:
1. Identify the key variables (5 maximum): break down the concept into pieces. Example: packshot, opening sequence, etc.
2. Create an automated ad where you swap the different key variables
3. Tag the variables in the file name
4. Develop new concepts with the winning elements

22:05
💎 #
6

If you make a fake ad (because you've exhausted a lot of other options or to explain the game's principles for example), build it around the core experience: it can look different, the mechanics can be slightly different but the challenge and the emotions should be similar.

33:50
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Product

Start with product. You need to understand your USPS


Research

Find trends and what's going on in your industry


Study not only the playable ad itself but also the "plot" and how things are put together, comparing to the game, etc.

Pay attention to the creative ratio as well, to understand which ratio is best for which network.


Brief

  • Marketing team is often disconnected from the product team. Make sure you align.
  • No matter the project, a written brief forces you as an author to be clear on what you want and reduces friction in the process.
  • References to align on production quality, visual style, pacing (it's the first thing that designers will check)

Brief example


Strategy

[💎 @12:00] When coming up with your creative strategy, make sure you are going to provide a consistent user experience journey. From video ad to store creatives to onboarding, things should be consistent.

[💎 @13:10] Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.


Use combinations of key messages, motivators and visuals like if you were building legos, to create different concepts.


Production

  • [💎 @16:57] Take the storyboard seriously. 1/3 to storyboard, 2/3 on the production.
  • Align on the storyboard with the team and make sure it is super detailed
  • Include reference or inspirational videos
  • Don't polish the video until you know it's a best performer.


Use Trello or a similar tool to keep track of your projects.

Testing

Volume of ads per month/week depends on spend, channel, size of the audience and genre.

[💎 @21:07] Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.

Don't let your campaigns start to dwindle - always have new ads ready to go.


[💎 @22:05] When you get a winning concept:

  1. Identify the key variables (5 maximum): break down the concept into pieces. Example: packshot, opening sequence, etc.
  2. Create an automated ad where you swap the different key variables
  3. Tag the variables in the file name
  4. Develop new concepts with the winning elements

Automating the video production can be approached from the content standpoint but also the technical standpoint.

  • Technical: you can use After Effects to create containers for different parts of the video. Example: opening sequence, gameplay, packshot, etc. If you have a library of these assets you can import them automatically and export them as a new file. Make sure you mark the components in the file name so you can later analyze performance.

For e-commerce and food delivery, it makes a lot of sense because it allows you to show a lot of products/items.

Kind of variables making an impact:

  • Opening sequence, gameplay: go after major changes.
  • Music: makes sense to test for Stories
  • Packshot: doesn't make sense to test on Facebook but if you're running ads on video ad network it does.


Example of automation

https://youtu.be/Yim0PoDADSc

Different IPMs per channel?

Yes, depending on the placement (even on Facebook). IPM is what's used for creative optimization.

Key insights


If you've done hundreds of gameplay ads, at one point your target audience has seen them. So then you can include emotions and use cinematic, etc. But after a while you might have exploited that as well, and this is when fake ads could make sense: you can tell any story.

[💎 @33:50] If you make a fake ad (because you've exhausted a lot of other options or to explain the game's principles for example), build it around the core experience: it can look different, the mechanics can be slightly different but the challenge and the emotions should be similar. 


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan


Product

Start with product. You need to understand your USPS


Research

Find trends and what's going on in your industry


Study not only the playable ad itself but also the "plot" and how things are put together, comparing to the game, etc.

Pay attention to the creative ratio as well, to understand which ratio is best for which network.


Brief

  • Marketing team is often disconnected from the product team. Make sure you align.
  • No matter the project, a written brief forces you as an author to be clear on what you want and reduces friction in the process.
  • References to align on production quality, visual style, pacing (it's the first thing that designers will check)

Brief example


Strategy

[💎 @12:00] When coming up with your creative strategy, make sure you are going to provide a consistent user experience journey. From video ad to store creatives to onboarding, things should be consistent.

[💎 @13:10] Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.


Use combinations of key messages, motivators and visuals like if you were building legos, to create different concepts.


Production

  • [💎 @16:57] Take the storyboard seriously. 1/3 to storyboard, 2/3 on the production.
  • Align on the storyboard with the team and make sure it is super detailed
  • Include reference or inspirational videos
  • Don't polish the video until you know it's a best performer.


Use Trello or a similar tool to keep track of your projects.

Testing

Volume of ads per month/week depends on spend, channel, size of the audience and genre.

[💎 @21:07] Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.

Don't let your campaigns start to dwindle - always have new ads ready to go.


[💎 @22:05] When you get a winning concept:

  1. Identify the key variables (5 maximum): break down the concept into pieces. Example: packshot, opening sequence, etc.
  2. Create an automated ad where you swap the different key variables
  3. Tag the variables in the file name
  4. Develop new concepts with the winning elements

Automating the video production can be approached from the content standpoint but also the technical standpoint.

  • Technical: you can use After Effects to create containers for different parts of the video. Example: opening sequence, gameplay, packshot, etc. If you have a library of these assets you can import them automatically and export them as a new file. Make sure you mark the components in the file name so you can later analyze performance.

For e-commerce and food delivery, it makes a lot of sense because it allows you to show a lot of products/items.

Kind of variables making an impact:

  • Opening sequence, gameplay: go after major changes.
  • Music: makes sense to test for Stories
  • Packshot: doesn't make sense to test on Facebook but if you're running ads on video ad network it does.


Example of automation

https://youtu.be/Yim0PoDADSc

Different IPMs per channel?

Yes, depending on the placement (even on Facebook). IPM is what's used for creative optimization.

Key insights


If you've done hundreds of gameplay ads, at one point your target audience has seen them. So then you can include emotions and use cinematic, etc. But after a while you might have exploited that as well, and this is when fake ads could make sense: you can tell any story.

[💎 @33:50] If you make a fake ad (because you've exhausted a lot of other options or to explain the game's principles for example), build it around the core experience: it can look different, the mechanics can be slightly different but the challenge and the emotions should be similar. 


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access


Product

Start with product. You need to understand your USPS


Research

Find trends and what's going on in your industry


Study not only the playable ad itself but also the "plot" and how things are put together, comparing to the game, etc.

Pay attention to the creative ratio as well, to understand which ratio is best for which network.


Brief

  • Marketing team is often disconnected from the product team. Make sure you align.
  • No matter the project, a written brief forces you as an author to be clear on what you want and reduces friction in the process.
  • References to align on production quality, visual style, pacing (it's the first thing that designers will check)

Brief example


Strategy

[💎 @12:00] When coming up with your creative strategy, make sure you are going to provide a consistent user experience journey. From video ad to store creatives to onboarding, things should be consistent.

[💎 @13:10] Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.


Use combinations of key messages, motivators and visuals like if you were building legos, to create different concepts.


Production

  • [💎 @16:57] Take the storyboard seriously. 1/3 to storyboard, 2/3 on the production.
  • Align on the storyboard with the team and make sure it is super detailed
  • Include reference or inspirational videos
  • Don't polish the video until you know it's a best performer.


Use Trello or a similar tool to keep track of your projects.

Testing

Volume of ads per month/week depends on spend, channel, size of the audience and genre.

[💎 @21:07] Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.

Don't let your campaigns start to dwindle - always have new ads ready to go.


[💎 @22:05] When you get a winning concept:

  1. Identify the key variables (5 maximum): break down the concept into pieces. Example: packshot, opening sequence, etc.
  2. Create an automated ad where you swap the different key variables
  3. Tag the variables in the file name
  4. Develop new concepts with the winning elements

Automating the video production can be approached from the content standpoint but also the technical standpoint.

  • Technical: you can use After Effects to create containers for different parts of the video. Example: opening sequence, gameplay, packshot, etc. If you have a library of these assets you can import them automatically and export them as a new file. Make sure you mark the components in the file name so you can later analyze performance.

For e-commerce and food delivery, it makes a lot of sense because it allows you to show a lot of products/items.

Kind of variables making an impact:

  • Opening sequence, gameplay: go after major changes.
  • Music: makes sense to test for Stories
  • Packshot: doesn't make sense to test on Facebook but if you're running ads on video ad network it does.


Example of automation

https://youtu.be/Yim0PoDADSc

Different IPMs per channel?

Yes, depending on the placement (even on Facebook). IPM is what's used for creative optimization.

Key insights


If you've done hundreds of gameplay ads, at one point your target audience has seen them. So then you can include emotions and use cinematic, etc. But after a while you might have exploited that as well, and this is when fake ads could make sense: you can tell any story.

[💎 @33:50] If you make a fake ad (because you've exhausted a lot of other options or to explain the game's principles for example), build it around the core experience: it can look different, the mechanics can be slightly different but the challenge and the emotions should be similar.