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.
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.
Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.
Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.
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
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.
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.
Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.
Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.
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
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.
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.
Test a ton of video concepts because only 1 out of 10-20 new creatives outperform the control creative.
Iterate on your best performers! 2/3 of efforts should go to iterations of best performers and 1/3 to new ads.
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
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.
Notes for this resource are currently being transferred and will be available soon.
Start with product. You need to understand your USPS
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 example
[💎 @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.
Use Trello or a similar tool to keep track of your projects.
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:
Automating the video production can be approached from the content standpoint but also the technical standpoint.
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:
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.
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.
Start with product. You need to understand your USPS
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 example
[💎 @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.
Use Trello or a similar tool to keep track of your projects.
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:
Automating the video production can be approached from the content standpoint but also the technical standpoint.
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:
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.
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.
Start with product. You need to understand your USPS
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 example
[💎 @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.
Use Trello or a similar tool to keep track of your projects.
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:
Automating the video production can be approached from the content standpoint but also the technical standpoint.
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:
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.
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.
