In today’s digital advertising landscape, every detail matters, and end cards are a vital component that can significantly impact your campaign's success. These final screens of your video ads serve as crucial touchpoints, guiding viewers toward taking action—whether that's downloading an app, visiting a website, or making a purchase.
What Are End Cards, Anyway?
End cards are the screens that appear after your video ad has played, giving viewers a clear path to take action. Whether it's installing an app, visiting a website, or making a purchase, end cards provide an opportunity to reinforce your message and encourage viewers to engage further. Think of them as your last chance to make an impression and drive conversions.
- Call-to-Action (CTA): End cards typically feature prominent CTAs, guiding users towards specific actions like "Download Now," "Learn More," or "Shop Here."
- Brand Reinforcement: They offer additional space to showcase your brand logo, colors, and messaging, enhancing brand recall.
- Extended Engagement: End cards keep users engaged beyond the video content, providing extra time to convince them to take action.
- Information Hub: They can display key product features, pricing, or promotional offers that complement the video ad's content.
- User Choice: Some end cards offer multiple options, allowing users to choose their next step, whether it's exploring different products or accessing various content types.
- Performance Tracking: Advertisers can measure click-through rates and conversions directly from end cards, providing valuable insights into ad effectiveness.
The Performance Boost You've Been Looking For
The power of end cards at enhancing your campaigns is backed by impressive data:
- Engagement Boost: End cards can increase viewer engagement by up to 9x compared to traditional static banner ads (InMobi).
- Cost Efficiency: Incorporating new end cards can improve Cost Per Install (CPI) by around 20% (Singular).
- Return on Investment: Some campaigns have seen ROI improvements of up to 50% simply by optimizing their end card strategy (Singular).
Types of End Cards and Their Performance
Not all end cards are created equal. Let's break down the different types and how they perform:
Static End Cards: The Classic Choice
These simple, non-moving images provide a clear call-to-action and can be incredibly effective when designed well. They're perfect for reinforcing your brand message and giving users a straightforward path to conversion.
- Performance Characteristics: They serve as a clear transition point between the ad and the desired action, helping guide users toward conversion.
- Simplicity: When designed well, static end cards provide a direct path for users to follow after viewing the ad.
Video End Cards: Keep the Show Going
Video end cards maintain the momentum of your ad by providing additional content after the main video concludes.
- Performance Metrics: Using a different video for the end card can lead to a threefold increase in installs per mille (IPM). Additionally, for both rewarded and non-rewarded creatives, this approach can yield a 26% lift in IPM (AppTweak).
- Continuity: They help keep the audience engaged and motivated to take action beyond the initial viewing.
Interactive End Cards: The Engagement Superstars
Now, if you really want to knock it out of the park, interactive end cards are your heavy hitters. These end cards allow users to interact with your ad, whether it's through a mini-game, a product demo, or a playable ad experience.
- Performance Metrics: They have shown 7x better install rates compared to static end cards and boast 47% higher click-through rates (AppTweak).
- Engagement Factor: By turning passive viewing into an active experience, interactive end cards can significantly enhance user involvement.
Multi Page End Cards: The Power of Choice
Triple-page ads combine a video ad with two end cards, creating three distinct opportunities for user engagement. This format gives you more real estate to showcase your product or app features, increasing the chances of hitting that sweet spot with your audience.
- Performance Metrics: According to Liftoff, triple page ads have shown impressive results, improving app installs by up to 10%. They've also demonstrated enhancements in conversion rates, CPI and ROAS.
Example of How It Works:
- The ad begins with a video to capture the user's attention.
- Following the video, users are presented with a playable ad, allowing for interactive engagement.
- The experience concludes with a static end card.
Crafting Your End Card Strategy
To make the most of end cards, consider these key strategies:
Keep it visually appealing
Your end card should be a feast for the eyes, not a boring afterthought. Use high-quality images, vibrant colors, and eye-catching designs that align with your brand identity. Remember, this is your last chance to make a visual impression, so make it count.
Clear call-to-action
Make it crystal clear what you want users to do next. Use action-oriented language and make your CTA button stand out. Limit yourself to no more than three CTAs to avoid overwhelming the viewer.
Verb, Value, Urgency (VVU) Formula
Craft CTAs using three key elements:
- Verb: A strong, action-oriented word
- Value: Clear benefit to the user
- Urgency: Time-sensitive motivation
Example CTAs:
- "Claim your 25% discount today only!"
- "Boost your skills with [Product] - First 50 free!"
- "Get instant access before it's gone!"
Optimize for mobile
With the majority of digital ad consumption happening on mobile devices, ensure your end cards are optimized for smaller screens. Make buttons easily tappable and text readable on mobile devices.
Use social proof
Incorporate elements of social proof, such as user ratings, testimonials, or download numbers, to build credibility and encourage action.
Leverage gamification
For interactive end cards, consider incorporating gamification elements. This could be a simple quiz, a mini-game, or a challenge that engages users and makes your ad more memorable.
Ready to Level Up Your Ad Game?
End cards are more than just a nice-to-have – they're a crucial component of a high-performing digital ad strategy. Whether you're looking to boost engagement, drive installs, or improve your overall ROI, end cards can help you get there. By implementing these best practices and continuously refining your approach, you can create end cards that not only capture attention but also drive meaningful results for your campaigns.
Are you ready to take your digital ads to the next level? At CRAFTSMAN+, we specialize in crafting compelling end cards that not only capture attention but also drive conversions. Contact us today to learn how our creative ad services can help you optimize your campaigns and achieve outstanding results.