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In today's saturated marketplace, where the average person encounters up to 10,000 ads daily, it's crucial to go back to basics and ensure your mobile ads stand out.
Here are five key aspects of winning creatives and how to leverage them for maximum impact.
The Value of Winning Creatives
High-performing ad creatives are more critical than ever in the mobile advertising space. With tightening data privacy regulations, such as Apple's App Tracking Transparency (ATT) and Google's Privacy Sandbox, the focus has shifted from user-level data to compelling creative strategies.
Winning creatives drive higher engagement, improve campaign performance, and strengthen brand identity. Playable ads see an almost 5x higher average IPM (installs per thousand impressions) than rewarded video ads. Additionally, playable ads convert 2.6x better than static formats and boost average monthly impressions by 53%.
5 Aspects of Winning Creatives
1. Showcase Essential Features
Highlighting your product or service's unique selling points within the first 15 seconds to a minute is crucial for mobile ad success. According to a study by Facebook, ads that showcase a product's key features in the first few seconds see a 23% increase in brand awareness and a 17% lift in ad recall.
Moreover, research from Google reveals that mobile users make decisions about a brand in mere micro-moments. Ads that quickly demonstrate value proposition are 50% more likely to drive purchase intent. By focusing on essential features early, you're not only increasing brand awareness but also significantly boosting the likelihood of conversion.
2. Keep It Simple and Straightforward
Simplicity in ad design is key to user acceptance and interaction. A study by the Nielsen Norman Group found that users form opinions about web pages in as little as 50 milliseconds, emphasizing the need for clear, intuitive designs. In the context of mobile ads, this translates to using visual cues like "hands" indicating where to swipe and providing clear instructions within the first 3-4 seconds.
Data from Leanplum shows that mobile ads with simple, straightforward designs have a 25% higher click-through rate compared to more complex ads. Furthermore, ads with clear call-to-actions (CTAs) placed within the first 5 seconds of viewing time see a 40% increase in user engagement. This underscores the importance of simplicity and clarity in mobile ad design for maximizing user interaction and conversion rates.
3. Balance Difficulty Level
For interactive ads like playables, striking the right balance in difficulty is crucial. According to a study by IronSource, playable ads with a difficulty level on the easy side of medium see a 32% higher completion rate compared to those that are too challenging or too simple. This sweet spot ensures users are guided through the experience without feeling spoon-fed or frustrated.
Users who successfully complete a moderately challenging playable ad are 3.5 times more likely to make an in-app purchase after installation. This demonstrates the importance of carefully calibrating the difficulty of interactive ads to maximize engagement and conversion.
4. Create a Winning Experience
Allowing users to experience victory within the ad boosts their mood and creates a positive association with your brand. According to Business of Apps, rewarded ads, which offer users in-game rewards for engaging with the ad, have a 4x higher engagement rate compared to non-rewarded ads. This principle applies to creating winning experiences in playable and interactive ads as well.
Playable ads have been shown to increase Installs per Impression Rate (IVR) by over 40% in European and the US markets; and 85% on average in Japan and Korea. Additionally, the day two retention rate of American and European users acquired via playable ads is 5%-9% higher than those who are converted by regular video ads. By designing ads that allow users to taste success, you're not only increasing the likelihood of installation but also fostering long-term user engagement and loyalty.
5. Build Anticipation
Teasing users with a glimpse of what's to come is a powerful strategy for mobile ads. This strategy involves showing a quick snapshot of the "next level" or upcoming content before presenting the end card of the ad. The goal is to build anticipation and create a compelling desire for users to continue beyond the ad experience.
After teasing users with a preview, we recommend presenting a clear and compelling call-to-action (CTA). This CTA could be something like "Download now to continue the adventure" or "See what's next – install now". The purpose of this approach is to capitalize on the heightened interest generated by the preview and convert it into an install or the next desired action. This approach is particularly effective in mobile gaming ads, where teasing upcoming levels or features can drive strong user interest and action.
Other Considerations
For User-Generated Content (UGC) Ads:
User-generated content has become a powerful tool in mobile advertising, leveraging authenticity to build trust with audiences. In fact, 79% of people say UGC highly impacts their purchasing decisions, while only 13% say content created by brands is impactful. This stark contrast underscores the effectiveness of UGC in influencing consumer behavior.
Moreover, UGC ads have been shown to generate 4 times higher click-through rates and a 50% drop in cost-per-click compared to average ads. When incorporating UGC into your mobile ad strategy, focus on showcasing real user experiences and testimonials. Ensure that the content aligns with your brand voice and values to maintain consistency and credibility.
Key points for UGC ads:
- Prioritize authenticity to build trust
- Showcase real user experiences and testimonials
- Align content with brand voice and values
For Interactive Ads:
Interactive ads offer a unique "try before you buy" experience that can significantly boost engagement and conversion rates. Interactive video ads increase purchase intent by 47% compared to standard video ads. This highlights the power of allowing users to engage directly with your product or service within the ad itself.
Implementing gamification elements in interactive ads can further enhance user engagement. Gamified ads can increase engagement rates by up to 100% and boost brand recall by 30%. When creating interactive ads, focus on providing a seamless and enjoyable user experience that accurately represents your product or service.
Key points for interactive ads:
- Create a "try before you buy" experience
- Implement gamification elements to boost engagement
- Continuously test and optimize based on user interactions
For Digital Out-of-Home (DOOH) Ads:
DOOH advertising is rapidly evolving, with the market expected to reach $26.9 billion by 2025. This growth is being driven by the increasing digitization of outdoor spaces and the ability to deliver more targeted, dynamic content. When adapting your mobile ad strategy to DOOH, consider the unique characteristics of this medium, such as larger formats and public viewing contexts.
DOOH ads drive an average 46% increase in brand awareness and a 42% lift in purchase intent. To maximize the impact of DOOH ads, focus on creating visually striking content that can capture attention quickly in busy environments. When possible, integrate interactive elements or mobile connectivity to bridge the gap between DOOH and personal devices.
Key points for DOOH ads:
- Adapt creative strategy to larger formats and public spaces
- Consider the context and environment of ad placement
- Integrate interactive elements when possible to engage passersby
Key takeaways for crafting winning mobile ad creatives
In the era of privacy-first advertising, the power of captivating creatives has never been more crucial. By focusing on these essential elements, you can create mobile ad creatives that not only capture attention but also drive meaningful engagement and conversions.
- Prioritize showcasing key features quickly and effectively
- Maintain simplicity in design for better user interaction
- Balance difficulty levels in interactive ads
- Create positive, winning experiences for users
- Build anticipation to drive conversions
- Continuously test and optimize your creatives
Ready to elevate your mobile advertising strategy? Contact CRAFTSMAN+ to build high-performing creatives that win in today's competitive digital landscape.