Creating effective ad creatives is essential for the success of mobile ad campaigns. Understanding what type of ad content resonates with your target audience is crucial for optimizing your ads for maximum performance. Here are key insights into the elements that work and those that don’t in ad creatives.
- Actual Gameplay is Key
One of the most important findings is that ad creatives that showcase actual gameplay tend to perform better than any other type of content. This is because users are able to see what the game looks like and get a sense of what it would be like to play. This type of creative is particularly effective when targeting gamers, as they are more likely to be interested in seeing actual gameplay footage.
- Voice-Over is More Effective than On-Screen Text
Another important insight is that voice-over tends to perform better than on-screen text for instructions. This is likely because users are more likely to pay attention to audio than they are to written text. Including voice-over instructions can help ensure that users understand how to play the game and what the objectives are.
- Incentivized Real Money (Cashouts) Do Not Work
While it may seem like offering users the chance to win real money would be a surefire way to get their attention, it turns out that incentivized cashouts are not very effective. Users are often skeptical of these types of offers, and may not trust that they will actually receive the money if they win. Instead, focus on offering incentives like in-game currency or other virtual rewards.
- Show Gameplay of Losing or Failing at the Game
Another surprising finding is that ad creatives that show gameplay of the player losing or failing at the game tend to be more effective than those that only show successful gameplay. This is likely because it makes the game seem more challenging and rewarding to play. By showing that the game is not easy to win, users may be more interested in trying it out for themselves.
- Avoid Showing Real People Reacting to the Game
Finally, it’s important to avoid showing real people reacting to the game in your ad creatives. While it may seem like a good idea to showcase real users enjoying the game, this can actually be off-putting to some viewers. Instead, focus on showing actual gameplay footage and using voice-over to explain how the game works. This will help ensure that your ad creatives are engaging and effective.
See below ad creatives with top-performing strategies by genres:
Source: Mobile Insights 2022: Growth and Monetization
A couple of ad samples here with a focus on gameplay, voice-over & fail state:
In summary, to maximize the impact of your ad creatives, prioritize showcasing actual gameplay footage as it significantly outperforms other content types.
Utilizing voice-over instructions instead of on-screen text enhances user engagement and understanding. Incentivized cashouts for real money are not effective, so focus on offering in-game currency or virtual rewards.
Surprisingly, showing gameplay of the player losing or failing at the game can be more compelling, while featuring real people reacting to the game may not resonate well with viewers.
By implementing these strategies, your ad creatives will be more engaging and effective in capturing the attention of your target audience.
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