Effective creatives in user acquisition

Proprietary + Confidential
Effective creatives in
user acquisition.
Mariusz Gąsiewski
Warsaw, 10.12.2018

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Proprietary + ConfidentialProprietary + Confidential
Google perspective: Creative asset
portfolio in UAC campaigns
TEXT
VIDEOIMAGE
HTML5</>
cap: 4
cap: 20 cap: 20
cap: 20
Asset mix

YouTube Native
Mobile Web
Admob (all sizes)
Admob GIF
TEXT
Play Homepage
Play Browse
Play Search
Search Ads
YouTube Native
Gmail App Install
Admob (all sizes)
YouTube TrueView
Admob Rewarded
Admob Native
Admob Portrait
Admob Square
Admob Landscape
Mobile Web
Admob Interstitial
Admob Square
Admob Banner
Automation
Output (ad format)
Text Video Image Html5</>
Input (asset)
Ad formats depend on network and inventory across
all Google properties

Good creatives: Text

Building blocks for text creatives

Approaches to Writing Ads
Introduction Call to ActionBenefit StatementAttention Grabber

Examples
Best arcade game
Simple and relaxing game.
Funny free match 3 game.
Fun physics puzzle game
A Puzzle game about home
Sniper Shooting Game
Epic fun ball game
Flawless Team Fight.
Introduction

Examples
Wanna conquer the world?
How far can you get?
Can't get enough of cats?
How good is your aim?
Do you have good accuracy?
Enter a world of chaos.
We need a Hero like you.
Strategy lives here
Spiral tower bouncy jumps
Attention grabber

Examples
Free Mahjong - great fun.
Single thumb mini game
Addictively Fun puzzle.
Fast & Fun Kitchen Game
Most immersive war game.
1000s of fiendish puzzles.
10 000+ 5-star reviews
More than 20 000 000 downloads
50M+ users.
Benefit statement

Examples
Play for free now
Install Now For Free
Do the best score
Play & train your Brain
Play against the world
Grow Your Kitchen Empire!
Build your own Kingdom
Create your dream Park
Have your troops ready
Call to action

Try testing templates
Template #1
Introduction
Benefit Statement
Call to Action #1
Call to Action #2
Template #2
Introduction
Attention Grabber
Benefit Statement
Call to Action
Template #3
Introduction
Benefit Statement #1
Call to Action
Template #4
Call to Action #1
Call to Action #2

Text is used in many placements
Play Homepage
Play Browse
Play Search
Search Ads
YouTube Native
Gmail App Install
Admob (all sizes)
Text

Global gamer study to deep dive into 3 genres in 6 countries
Source: Google/Kantar TNS -2018 Global Mobile Gamer Behavior and Attitude Report
18-49 year olds gamers in 6 marketsThree game genres
Casual Massive
Multiplayer
Online game
(MMO)
Anime
US UK Germany
Japan Korea Indonesian=1299 n=1218 n=1094

US UK GERMANY JAPAN KOREA INDONESIA
App store ratings 21% 25% 26% 14% 15% 17%
App store rankings 23% 24% 23% 22% 26% 21%
Advertising seen on app stores 17% 14% 18% 11% 17% 16%
Trending search 29% 19% 13% 8% 11% 26%
Featured apps 31% 24% 14% 8% 23% 17%
Q11. Where did you find out about these types of games? , Base: All respondents, n= 1094 , 2018
Channels used for discovery: MMO

Channels used for discovery: Casual
Top 3 highlighted
US UK GERMANY JAPAN KOREA INDONESIA
App store ratings 16% 20% 18% 14% 10% 18%
App store rankings 20% 16% 18% 15% 25% 22%
Featured apps 21% 17% 8% 9% 21% 21%
Trending search 21% 20% 12% 8% 7% 27%
Advertising in other games/apps I use 22% 16% 16% 7% 13% 19%
Advertising seen on app stores 14% 11% 12% 12% 11% 11%
Q11. Where did you find out about these types of games? , Base: All respondents, n= 1094 , 2018

Good creatives: Video

Where video may appear?
AdMob Portrait AdMob Square AdMob Landscape YouTube Landscape

Strategy

...and further

Gaming contents/stories introduction are the most
influential content for video
Q: What types of video content about a gaming app/mobile game influences your decision to install/play the game? Please select all that apply (Audience: all)
Source: Global Web Index, Asian Gaming Research (2017 Dec)
Influential video-based content

Ads examples

Good creatives: Video testing

Varying the length of your video
Example: turn a 60 seconds video into 10, 15 and 30 seconds assets
Consider creating 3 lengths from your one hero content.
10 seconds 15 seconds 30 seconds
60 seconds

30 second long horizontal (or landscape) video creative of single story
Time Orientation Theme
The dimensions of a video asset

The dimensions of a video asset
A 30 second long horizontal (or landscape) video creative of different modes
Time Orientation Theme

Good creatives: Image

Focus on those image sizes
Priority Image Dimensions
320x480 (Portrait Interstitial)
480x320 (Landscape Interstitial)
300x250 (Square)
1024x768 (Tablet)
768x1024 (Tablet)
320x50 (Banner)
1200x628 (Landscape Image)
728x90 (Leaderboard)
300x50 (Banner)
320x100 (Banner)
320x480
1024x768
300x250
320x50
480x320
1024x768

High Content Volume
Prioritize Content Based on Ad Size
Low Content VolumeMedium Content Volume

Showing character images and gameplay
Q: What type of images of a gaming apps/mobile games influence your decision to install/play games? Please select all that apply (Audience: all)
Source: Global Web Index, Asian Gaming Research (2017 Dec)
Influential image-based content (% of audience)

Store badges

Get attention

Call to action

Do not fear empty space

Story and “description”

Asian examples

Summary
● Do not neglect the text ads
● Focus on benefits
● Gameplay is a good start
● Test different ideas: value, content, size and length

Effective creatives in user acquisition

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