If 2025 was about chasing the next hook, 2026 will be about building systems that learn. That’s the central theme emerging across CRAFTSMAN+ conversations about where creative is heading: less polish for polish’s sake, more adaptation, interactivity, and evidence.

“The best creative won’t ‘win’ because of production quality. It will win because it adapts faster,” said Shane Hedengran, Senior Customer Success Manager. “We’re moving from craftsmanship alone to creative velocity—test, tweak, redeploy.”

Below, we’ve distilled six themes our team sees shaping creative strategy in the year ahead.

1) Goodbye “Evergreen.” Hello “Guaranteed Winner.”

For years, marketers chased “evergreen” assets. In 2026, that bar will shift.

• Shorter lifecycles, higher iteration velocity. “Creative life cycles are measured in days now, not quarters,” said Hedengran.

• From one-off hits to compounding knowledge. Every iteration should make the next one smarter.

“I think we move from calling it ‘evergreen’ to a ‘guaranteed winner,’” Hedengran added. “You don’t assume it runs forever. You assume it keeps out-performing until the data says otherwise.”

2) Interactivity Redefines “Good Creative”

In 2026, the most effective ad won’t just be watched, but played.

“Good creative is no longer something you watch, it’s something you do,” Hedengran said. “Interactivity turns a viewer into a participant. When people act inside the story, they don’t just remember it, they internalize it.”

What changes:

• From messages to experiences. Dynamic units (playables, shoppable video, DOOH with input) blend storytelling with utility.

• Frictionless outcomes. Think catalog taps, add-to-cart, or a quiz that unlocks a meaningful offer inside the ad.

Teams should think less about “playable = mini-game” and more about interactive = microsite. 

As Barnett explained:

“Interactive formats let users choose their own adventure. For e-commerce especially, every tap tells you a preference; which product, which path, which moment created intent. You can’t get that from a static or a video.”

Tactical tip: Philip Levin, Creative Director, flagged that most QR codes ask users to “learn more.” That’s table stakes.

“Make the QR rewarding,” Levin said. “Tie it to a quiz, unlock, or offer so the second-screen action feels worth it.”

3) Speak the Native Language of Each Channel

Uniform assets across every channel might be scalable, but are increasingly ineffective.

“I love when brands show up differently by platform,” Levin said. “Clean and polished on TV or DOOH, and native on TikTok, with someone talking to the camera, product in hand. You talk to your audience differently on different channels in the same way you talk to different people in your life. Same you, different tone.”

2026 checklist:

• Define platform dialects. YouTube ≠ TikTok ≠ CTV ≠ in-app gaming. Write a line on how your brand “sounds” in each.

• Design for attention state. Lean-back CTV needs a different prompt than scroll-speed TikTok or focused in-app moments.

• Be agile beyond trends. If you chase a trend, streamline approvals or abstract the underlying emotion/format so it remains timely after the trend cools.

“Consistency isn’t sameness. It’s coherent variation — different executions that ladder into the same learning system. That’s how you protect the brand and still show up natively,” pointed out Barnett.

4) The Metrics That Matter: From Clicks to Signals of Intent

CTR and CPI still matter, but they flatten creativity into a single number. Interactive formats reveal why a concept works.

“We’re moving toward metrics like dwell time, interaction depth, and scene progression,” Hedengran said. “Signals that tell you where attention sharpens.”

CRAFTSMAN+ playables track:

• Sessions (neutral stand-in for impressions)

• Engagement (% of sessions with ≥1 interaction)

• Captures (% of sessions with an action/CTA click, broken down by scene/partner/device)

These signals are early indicators of quality users:

“I care about CPI, but I care more about LTV,” Levin said. “A flashy CTR means nothing if the user never returns. Longer, more absorbing playables often pre-qualify higher-intent users.”

Barnett sees this as the real power of interactive:

“A video can’t tell you where someone’s eyes went. But a playable can tell you exactly what was tapped, when CTR spiked, or which fork a user chose. That’s data you can fold into your next video, your next UGC concept, your next landing page. It makes creativity iterative.”

In 2026, creative will tell you not just what performed, but why and what to build next.

5) AI’s Real Value: Limiting Guesswork, Not Creativity

AI will keep accelerating production—resizing, VO, cut-downs—but the 2026 unlock is strategy augmentation.

“AI doesn’t kill creativity, it kills creative guesswork,” Hedengran said. “It’s a co-pilot that helps us think faster, spotting patterns in tone, theme, and content that we might overlook.”

Levin emphasized how we work with AI:

“Prompting gets more important. I’ll ask AI to challenge my idea: ‘Why might this not work?’ or to answer as a CCO, or as our target audience. It stops AI from being a yes-man and it sharpens the concept.”

Practical AI habits to adopt:

• Invite friction. Ask AI for counterarguments or failure modes.

• Role prompts. Force perspective shifts (e.g., “Answer as a first-time viewer in a crowded subway”).

• Fill the narrative gaps. Use AI to draft missing acts; if you’ve got the hook and the payoff, ask it to bridge the middle.
  
  

From Trend-Chasing to Lightning Rods—CRAFTSMAN+’s Creative Philosophy for 2026

After a decade ruled by reactive creative — chasing virality, chasing trends, chasing whatever spiked a CTR that week — 2026 invites a different approach.

“2025 was the year of reactive creative,” Hedengran said. “Trend-chasing drives reach but rarely builds equity. 2026 will reward teams that slow down to build frameworks that compound insight. 2025 is about chasing lightning. 2026 is about building the lightning rods.”

This shift requires unlearning perfectionism, too. In a world flooded with AI-generated volume, the differentiator becomes human judgment guided by data, not immaculate polish.

“Teams have to unlearn perfection,” said Barnett. “Your edge is human insight paired with a framework. Five creatives, five hypotheses answered — and every month, your strategy gets smarter because of it.”

That philosophy sits at the heart of how CRAFTSMAN+ is building for the year ahead:

“We’re designing creativity that learns,” Hedengran said. “Blending art, data, and interactivity so brands can move at the speed of play.”

“Our mission is to empower creativity,” Levin added. “Give creatives a voice, tools to move faster, and a way to show up authentically across platforms, so the ideas live where audiences actually are.”

“It’s still performance first, but smarter,” said Barnett. “This is the year we fully embrace intelligent creativity: systems that learn, creatives that guide decisions, and results that compound.”

CRAFTSMAN+s Working Definition of Creative Excellence in 2026: 

Adaptive systems + interactive storytelling + business-relevant signals.

Beautiful alone isn’t enough. Creative must learn, invite action, and prove value.

What Brands Should Do Now

• Codify your platform dialects. Write a one-paragraph “voice & format” playbook for TikTok, YouTube, CTV, in-app, DOOH.

• Reward the scan. Replace “learn more” QR codes with quizzes, unlocks, and shoppable moments.

• Adopt learning metrics. Track interaction depth, dwell, scene drop-offs, and tie them to LTV cohorts.

• Use AI as a critic. Add “argue against this idea” to your prompt ritual.

• Build lightning rods. Institutionalize testing frameworks that carry learning forward; don’t reset to zero with every brief.

• Treat interactive as R&D. Let taps, paths, and spikes shape what you produce next.

Imagine someone is on their lunch break, so they grab their phone to play one of their favorite mobile games. They’re making moves, collecting all the coins, and right when they think they’ve got it…

GAME OVER

Now they want more. They have to beat the level, but they ran out of lives. Then, an ad pops up. They can watch a short video ad in exchange for 5 extra lives. They immediately click ‘YES,’ watch the ad, and get back to playing. Just like that, your brand boosted its engagement all because of rewarded video.

Rewarded video gives users rewards in exchange for watching videos or playable ads while using an app or game.

In a nutshell, users keep using your app while you advertise features to them. It’s a win-win for everyone. Not to mention, rewarded video ads can boost ad revenues by 20-40%. If you’re looking to change up your advertising tactics, then rewarded video is exactly what you need.

What Does a Rewarded Video Experience Look Like?

Users are already using a platform—they could be playing a game, streaming music, or tracking a workout. As they use the app, a video ad pops up with an offer. They can opt-in to watch the ad (typically 15-30 seconds long) and retrieve a reward at the end.

But why would they need a reward?

If users opt-in, the reward enhances their experience. Like the example above, if a user runs out of lives, they receive more lives to continue playing immediately. If users opt-out, they may have to wait a certain amount of time or pay for premium currency to continue.

How Does Rewarded Video Benefit Brands?

Rewarded video works for any industry and is a creative way for brands to showcase products. Plus, users actually enjoy the interaction.

Extend User Engagement

When users opt-in, they watch your entire ad to receive their reward. This format is so impactful that 53% of users say they continue playing a game for longer after receiving their rewards. This increases both daily engagement and long-term retention.

Expand Your Reach

When users like an experience, they tell their friends. Specifically in gaming, 60% of gamers find their next game through ads. Rewarded video turns curious browsers into actual users through trusted, non-intrusive discovery.

Increase Your Revenue

Brands can use rewarded video to promote in-app purchases. By giving users a "taste" of a premium feature through a reward, they are more likely to buy the upgrade later. In fact, users who engage with rewarded ads are 6 times more likely to make an actual in-app purchase.

The Benefits for Users

Users get to continue using their favorite apps for longer without a paywall. It's no surprise that 50% of mobile gamers prefer rewarded video over any other ad format.

• Cost-Efficiency: Users can choose to "pay" with their time instead of their wallet.

• Variety: Rewards can include extra lives, XP, special discounts, or virtual currency.

• User Choice: The opt-in nature puts the user in control, making the ad feel like a fair exchange rather than an interruption.

Now Is the Time to Use Rewarded Video

Current trends show an overwhelming response to this format. 46% of mobile developers cite rewarded video as the most effective format for generating revenue, and 76% of game developers rank it as their most successful ad format.

What kind of rewarded video will you give your audience? If you're ready to start, check out our blog for more playable tips and news!

You may have heard us mention User-Generated Content (UGC) and playable ads a few times. Honestly, we can’t stop talking about them! And for good reason.

Unlike traditional ads that flood our feeds, UGC and playable ads offer a unique and captivating experience. As a savvy marketer, you're always on the lookout for the latest trends to showcase your brand and cultivate customer loyalty. UGC and playable ads deliver all that and more!

Let’s take a quick look at just how powerful UGC and playable ads are.

UGC: Connecting Users and Brands Through Authenticity

Studies show that UGC outshines branded content when it comes to engaging audiences. In fact, 6 in 10 marketers report higher engagement rates with UGC in marketing and communication channels. Furthermore, a whopping 79% of people admit that user-generated content significantly influences their purchasing decisions.

Authenticity matters, and UGC wins hearts with 60% of consumers considering it the most genuine form of marketing content.

Playable Ads: Connecting Users and Brands Through Gamification

Playable ads offer substantial benefits, including significantly enhancing user engagement and retention rates. With interactive gameplay or simulations, they offer a tangible experience that builds trust and leads to conversion rates three times higher than regular video ads.

Additionally, playable ads are 32% more memorable than non-interactive ads, thanks to their interactive elements that leave a lasting impression. Studies show that playable ads can boost retention rates by a whopping 30-40%. By letting users interact and play with the ad content, they create an immersive experience that keeps people engaged for longer.

UGC Meets Playables for Unforgettable Brand Experiences

Marketers can leverage the combined power of user-generated content (UGC) and playable ads to create compelling and highly engaging advertising campaigns. By incorporating UGC into playable ads—such as featuring creator testimonials within a game interface—marketers can tap into the authenticity of UGC while harnessing the interactive nature of playables.

Get Ahead of the Trend

The world of interactive ads is new territory and has the power to ramp up your conversions and keep users coming back for more. As you work UGC and playable ads

Travel apps have become essential to modern-day traveling, offering convenient ways to book flights and hotels, plan itineraries, map directions, and much more.

However, with over 1.96 million apps in the Apple App Store and 2.87 million in Google Play—how can you stand out as the go-to travel app? By increasing user engagement.

Travel apps represent adventure and new memories, so take advantage of that excitement by giving your users an unforgettable app experience. You’ll need a compelling strategy to stay ahead of competitors, so we’ve gathered 5 key ways you can drive user engagement.

1. Gamify Your App

Gamification means using game-like elements in your advertising campaigns to increase user engagement. You can do this in the form of playable ads or in-app gameplay.

Playable ads allow users to try an app before downloading and can boost user retention rates by 30 to 40% because of their enjoyable nature.

ezTravel, a Taiwanese travel app, used Facebook Playable ads to increase downloads by 2X. Users "traveled" around Taiwan by rolling dice on a digital game board to discover new places and collect coupons. Similarly, Waze uses a leaderboard where users earn points and rankings for making road reports, keeping the community highly engaged.

2. Personalization

Tailoring your ads is highly effective because 87% of consumers are more likely to shop with travel brands that succeed at personalizing their apps. Using first-party (1P) data—information collected directly from your customers—makes this easy.

Hopper, a travel booking app, partnered with CRAFTSMAN+ to scale engagement. By tracking in-app activity, Hopper created mini-games that offered users personalized rewards and vouchers based on their specific travel interests.

3. Social Sharing and Building Community

Travel is a social experience. Brands that make it simple for travelers to share their journeys see higher exposure. Airbnb allows users to share potential bookings via text or social media to coordinate with friends easily.

Couchsurfing has built a global community of 14 million people by focusing on messaging tools and public events that allow travelers to connect directly with locals. The more opportunities users have to collaborate, the more organic exposure your app receives.

4. User-Generated Content (UGC)

UGC is a powerful trust-builder. Roughly 85% of people report they would share a positive travel experience on social media. TripAdvisor leverages this by allowing users to write reviews and share photos, amassing over 859 million reviews that help 463 million travelers monthly.

You can leverage UGC by reposting content from users who have tagged your app during their adventures, showing prospects real-world proof of your app's value.

5. Augmented Reality (AR)

AR integrates digital information with the user's real-world environment. Google Maps utilizes this via "Live View," where users hold up their cameras to see digital arrows overlaid on the street to guide their walk.

Ways to get started with AR:

• Help users find destinations with easy-to-follow visual directions.

• Provide virtual tours of popular landmarks.

• Offer self-guided tours where pointing a camera at a building reveals its history.

• Break language barriers with in-app camera translations for street signs.

It's All About Your Users

To be successful, always consider how you can keep users coming back. If you want to learn more about optimizing your app, contact us for a free consultation or check out our guide on App Store Optimization Best Practices.

The increase in mobile device usage, with US adults now spending over 4 hours a day on their smartphones and tablets, has drastically changed the way we consume and interact with media. Combined with shifts in technology, privacy concerns, and consumers wary of disruptive ads, marketers are rethinking their advertising strategies.

Although the mobile opportunity is clear, it remains a challenging space for brand advertisers due to data measurement issues and attention-span hurdles. Playable ads (or "playables") are a truly endemic form of mobile advertising that address these challenges by enabling deeper engagement analytics than traditional static or video ads.

Since the launch of playable ads on Google in 2017 and Facebook in 2018, adoption has skyrocketed, seeing a 113% growth between 2020 and 2021. Playables thrive in our mobile-ready world by offering experiential marketing that captures attention through rich, interactive experiences.

What are playable ads?

Playable ads are interactive ad units that allow users to engage through gestures such as scrolling, swiping, tapping, or clicking. They often replicate game or in-app experiences, enabling users to "try before you buy" and explore a brand or product in an interactive manner.

Go Where Consumers Are

With mobile gaming now representing 60% of the overall gaming market, brands have a massive opportunity to reach users where they spend the most time. In fact, 71% of app marketers believe playable ads are an effective way to engage with audiences.

Beyond gaming, these ads have expanded into social media, including Facebook News Feed, Instagram Stories, and Audience Network Interstitial. Effectiveness ratings remain high, with 28% of ad agency professionals citing playable ads as the most effective in-app ad format.

How Playable Ads Drive Performance

Playable ads contribute to advertising success through three main pillars:

1. Higher Retention Rates

By allowing users to experience the brand firsthand, playables shape user expectations. This increases the likelihood of retaining users who become long-term customers, ultimately boosting Lifetime Value (LTV).

Pro Tip: Enhance retention by aligning the core experience of your brand directly with the playable's mechanics.

2. Increased Click-Through and Conversion Rates

Captivating users with immersive media captures attention in cluttered interfaces. Engaging storylines foster a stronger connection, motivating users to take action.

Case Study: Bon Appétit's Holiday Cookie Mini-Quiz reduced cost-per-subscription by 51%. The interactive approach entertained users while driving conversions at a lower cost.

3. Lower Cost Per Install (CPI)

Playables attract more qualified users by giving them a "taste" of the app upfront. This targeted approach reduces ad spend waste and improves user acquisition efficiency.

Key Benefits for Brands

• Capturing Attention: Using movement and storytelling to create a brand connection.

• Low-Friction Value: Introducing products in a stress-free, enabled environment.

• Data and Iterations: Providing real-time data on user behavior to optimize creative strategies.

• Performant Experiences: Designed for smooth delivery and responsiveness.

Want to make playable ads part of your creative strategy?

CRAFTSMAN+ makes it easy to generate playable ads at scale. With Craftsman Play, you can personalize your playables using ready-made templates or custom tools—no coding required! Request a demo today.

As an app marketer, you know how tough it is to stand out in today's crowded and highly competitive app market. With millions of apps available, attracting and retaining users can feel like an uphill battle. Developing and launching a new app concept requires significant time and resources, making every user acquisition count.

What if there was a way to make your app stand out and bring in high-value users? Playable ads offer a unique solution. While often associated with the gaming industry, playables offer immense value to all mobile app marketers. By giving users an interactive preview of your app before they download, you can increase engagement and interest, leading to higher conversion rates, lower acquisition costs, and better retention.

Playables can assist throughout the customer lifecycle—from promoting your app and testing concepts to boosting in-app purchases and gathering valuable behavioral data.

Five Ways Playables Can Help Your App Business

1. Promotion: Playable ads promote new or existing apps with significantly higher click-through rates (CTR) and conversion rates compared to traditional static or video ads.

2. Concept Testing: Use playables to test app concepts, features, and designs before investing heavily in full-scale development.

3. User Retention: Target existing users with re-engagement playables to keep your app top-of-mind, leading to lower uninstall rates and higher Lifetime Value (LTV).

4. In-App Purchases: Preview premium features or gamify the experience by creating a mini-game within the ad to drive in-app transactions.

5. Data Collection: Playables are rich in engagement data. This information can inform creative production, campaign optimization, and future feature development.

Playables are a essential tool for modern app marketers. With Craftsman Studio, creating impactful playable strategies is now accessible and scalable for teams of all sizes.

Are you ready to take your app strategy to the next level? Give us a shout; we'd love to chat!

Playable ads are a powerful tool for advertisers, providing users with an interactive experience within the ad itself. They capture attention, spark curiosity, and drive conversions, making them widely adopted across industries. However, creating, distributing, and managing playable ads can be expensive and time-consuming, which is where a dedicated playable ad platform comes in.

What is a Playable Ad Platform?

A playable ad platform is a centralized system that allows advertisers to create, test, and manage playable ads seamlessly across various platforms and ad networks. It provides the tools and resources needed to create attention-grabbing, interactive ads that engage users and drive results.

With the rise of playable ads, having a versatile platform that is agnostic within the ecosystem and integrates with multiple ad networks is crucial for advertisers looking to stay ahead of the curve and maximize the potential of their campaigns.

A playable ad platform provides an all-in-one solution for creating, distributing, and managing interactive ads. The platform offers tools for creating customized ads that align with campaign objectives and simplifies distribution by integrating with various platforms and ad networks. It also enables real-time monitoring of ad performance and optimization, streamlining management and freeing up time for advertisers to focus on critical aspects of their business.

Benefits of a Multi-Platform, Integrated Approach

A multi-platform approach to playable ads brings a multitude of benefits for advertisers:

• Greater Reach and Exposure: Being platform-agnostic means the ability to integrate with multiple ad networks, reaching users across various channels and devices. This allows you to maximize exposure and engagement potential, capturing users' attention wherever they are.

• Enhanced Flexibility and Adaptability: Optimize campaigns by tailoring playable ads to specific platforms and targeting capabilities, delivering personalized and contextually relevant experiences. This adaptability ensures seamless user experiences and drives higher conversion rates.

• Streamlined Ad Creation and Management: Create, test, and manage playable ads more efficiently with a centralized platform, utilizing a single interface to design and optimize campaigns.

• Improved Performance Tracking and Analytics: A platform that integrates with multiple networks provides enhanced tracking. With seamless monitoring across channels, you can easily gain valuable insights for real-time optimization.

In the fast-paced world of digital advertising, every second counts. Marketers are constantly looking for ways to improve their strategies and boost the performance of their campaigns. One often overlooked but crucial aspect of this optimization process is TTI (Time to Install).

What is Time to Install?

TTI refers to the period it takes for a user to install your app after clicking on your ad. This metric is particularly relevant for mobile app install campaigns comparing paid vs. organic installs. It measures the time lapse between a user's initial interaction (clicking a banner or video) and the actual installation from the app store.

Why Does Time to Install Matter?

• Conversion Rate Optimization: Faster installations correlate with higher conversion. A shorter TTI indicates higher user engagement and immediate intent.

• Ad Creative Effectiveness: TTI serves as a key indicator of your creative's impact. If users hesitate or abandon the process after clicking, your content likely needs improvement.

• Cost Efficiency: By reducing TTI, you can potentially lower your Cost Per Acquisition (CPA) and increase overall ROI.

• User Experience: A lengthy TTI is frustrating. Delays or obstacles during the process lead to abandonment and lost revenue.

How to Optimize TTI in Your Creative Strategy

1. Streamline Your Ad Creative

Ensure your ad is clear and relevant. Highlight unique selling points and provide a compelling reason for users to take immediate action.

2. Use Playable Ads

Playable ads act as interactive "mini-games." Because users experience the app's value before clicking "Install," they are more qualified and inclined to finish the process quickly. Platforms like CRAFTSMAN Play allow you to build these experiences without coding.

3. A/B Testing

Test multiple variations of visuals, copy, and CTAs to identify which elements lead to the fastest installation times.

4. Landing Page & Store Optimization

Ensure a seamless transition from the ad to the store. Optimize your app description, screenshots, and load times to eliminate friction that causes delays.

5. Target the Right Audience

Relevance leads to quicker decisions. Use demographic data to ensure your ads reach users who genuinely need your service.

6. Simplify Onboarding

Minimize the steps needed to get started. Use Social Media or Single Sign-On (SSO) to speed up the registration process post-install.

Monitoring and Analysis

Optimizing TTI is an ongoing process. Analyze your lookback windows (the timeframe for attribution) to ensure you are accurately crediting paid ads versus organic growth. By examining TTI curves, you can determine the appropriate window to capture impact without including unrelated organic factors.

Boost Your Performance

CRAFTSMAN+ helped DraftKings achieve ~72% faster TTI using playable ads compared to static and video creatives. Ready to see similar results?

CONTACT US TODAY!

Creative agencies are the driving force behind captivating and effective advertising campaigns. But how can you make sure your creative process is delivering top-notch results? At CRAFTSMAN+, we believe streamlining your workflow and employing industry best practices is crucial to maximizing success. From identifying goals to final production, we employ a comprehensive approach to deliver outstanding creative solutions.

Find out more about the essential steps in our creative process below:

1. Identify Goals

The first step in optimizing your creative process is to clearly identify your objectives. Is the campaign meant to boost brand awareness, drive sales, or convey a specific message? By defining goals upfront, you ensure every subsequent decision aligns with your target outcomes.

Key Discovery Questions:

• What specific KPIs define success for this campaign?

• What insights can we gather from previous top-performing or low-performing ads?

• Who is the precise target audience?

2. Establish the Relationship

Effective communication is paramount. We establish a shared vision where the creative team actively listens to ideas, expectations, and concerns. This dialogue sets a precedent for collaboration, ensuring the final work meets the client’s vision.

3. Define Brand Guidelines

Maintaining consistency is key to long-term brand equity. We perform a deep dive into brand pillars, points of difference, product features, and tone of voice. This alignment ensures that creative ideation remains anchored in the brand’s identity.

4. Historical Deep Dive

Understanding the context of previous efforts helps avoid past pitfalls. We analyze past campaigns, app store reviews, and competitor landscapes to see what resonated with the audience. This historical perspective informs smarter creative decisions and helps capitalize on successful strategies.

5. Streamlined Communication

Whether using Slack, dedicated email threads, or scheduled meetings, setting up the right channels is vital. Assigning dedicated producers ensures that all stakeholders are aligned on feedback loops, turnaround times, and potential roadblocks.

6. High-Level Concepts

This is where the creative team shines. We develop unique hypotheses connected to specific user motivations. These concepts serve as the strategic foundation for the entire campaign vision.

7. Connect with the User

Understanding user motivations is the difference between an ad that is seen and an ad that converts. We research what drives the audience—whether it’s social connection, progression, or escapism—and tailor the message to those specific desires.

8. The Testing Matrix

To keep track of potential variants and the overall roadmap, we recommend building a Testing Matrix. This allows you to refine and optimize creative elements systematically, ensuring the final campaign resonates with the target audience before scaling.

Find out more about building a Testing Matrix here.

Optimize Your Creative Process with CRAFTSMAN+ Best Practices

Creative agencies are the driving force behind captivating and effective creative advertising campaigns. But how can you make sure your creative process is delivering top-notch results? At CRAFTSMAN+, our creative team believes it is crucial to streamline your creative process and employ the best practices available to maximize success. From identifying goals to the final production and resizing, we employ a comprehensive approach to deliver outstanding creative solutions.

Identify Goals

The first step in optimizing your creative process is to clearly identify your goals. What is the objective of this creative advertising campaign? Is it to boost brand awareness, drive sales, or convey a specific message? By defining your goals upfront, you can ensure that every creative decision made throughout the process aligns with your objectives. Once you are aligned with the client, the process becomes much more streamlined.

Establish the Relationship

Effective communication with clients is paramount in creative advertising. When CRAFTSMAN+ kicks off a project, we establish a shared vision where the creative team actively listens to ideas, expectations, and concerns. This dialogue sets the precedent for collaboration and ensures the final work meets the client’s vision.

Define Brand Guidelines

Maintaining brand consistency is key to a successful creative process. We emphasize defining brand guidelines early on—including key messaging, points of difference, product features, branding, and tone of voice. Aligning creative ideation with the brand’s identity guides the overall strategy for the campaign.

Historical Deep Dive

Understanding the historical context of a brand and its previous creative efforts is another crucial step. Our team analyzes past campaigns, current audience sentiment, app store reviews, and competitor ads to see what worked and what didn't. This perspective helps avoid past pitfalls and capitalizes on successful strategies.

Internal + External Cross-Communication

Set up the proper channels for communication, whether through Slack, defined email threads, or regularly scheduled meetings. Assigning producers to each client ensures that all stakeholders are aligned, with a key point person communicating expectations on feedback loops, turnaround times, and roadblocks.

High Level Concepts

This is where your creative team can really shine. Dig deep to develop unique ideas that set your advertising apart. Establish a brief overview of the campaign look and the strategy behind the vision. Incorporate a hypothesis or a connection to user motivations—such as Social Connection or Progression—to tailor concepts to the user.

Testing Matrix

To keep track of potential variants and the overall testing roadmap, we recommend building a Testing Matrix. Before finalizing any creative design, use this matrix to refine and optimize elements, ensuring the campaign resonates with the target audience.

Find out more about building a testing matrix here.

Storyboarding

The storyboard phase is where the creative vision takes shape visually. This is particularly beneficial for complex videos and playable ads. Detailed storyboards outline the sequence of each scene, aligning the story, messaging, and visuals before animation begins.

Production

With a well-defined concept and storyboard, you can move into production. Beyond the expertise of your team, utilizing creative software for resizing, localization, and playable production is essential for saving time and resources.

Playable Ad Production

Introducing Craftsman Play: your dedicated, all-in-one solution for creating and managing interactive ad experiences across all major networks seamlessly. With automated resourcing and self-service options, it is changing the landscape for interactive advertising.

Resizing and Localization

Resizing and localization often consume valuable resources that could be better spent refining campaigns. Craftsman Canvas allows you to build your static ad once and automatically reformat it for any digital platform. Localizations and custom designs are updated for any language or geo-location at the touch of a button.

Let’s Get Creative, Together

CRAFTSMAN+ has the resources to help you build your next winning creative. CONTACT US TODAY to get started!

Over the past few years, marketing and advertising have undergone a significant transformation, thanks to the emergence of two powerful technologies: Artificial Intelligence (AI) and Augmented Reality (AR). These technologies are revolutionizing the way we connect with our audiences, enabling marketers to create more immersive and personalized ad experiences than ever before. So, how are AI and AR reshaping the advertising landscape?

The AI Revolution in Advertising

AI as a Productivity Tool

Currently, many marketers primarily view AI as a productivity tool. They leverage AI-driven solutions like ChatGPT for copywriting, MidJourney and DALL-E for visual concept generation, Runway for animatics, and Alison.ai for creative analytics. These tools have undoubtedly improved efficiency and creativity in the advertising process.

A Broader Outlook on AI's Future

When we consider the broader picture, the possibilities become even more intriguing. Imagine a world where AI breaks the boundaries of static and video ads, seamlessly integrating the user's environment into the ad experience. With AI, brands can move beyond traditional one-sided communication and engage in meaningful, two-way conversations with users.

Personalization and Contextual Engagement

Picture an ad featuring a character from a popular game or movie, tailored to match the IP's appearance, voice, and tone. This character interacts with users in their native language and adapts its behavior to match regional customs. This level of personalization is a definitive game-changer for global brands.

Real-Time Adaptation Based on Audience Sentiment

AI can monitor social channels, reviews, and ratings in real-time to analyze audience sentiment. It can then make instant adjustments to an ad's dialogue or visuals, effectively changing the narrative on the spot. Furthermore, these systems help ensure brand safety by monitoring creator content and providing real-time reports.

Predictive Analytics and Optimization

AI brings predictive analytics into play, combined with A/B testing and optimization. Marketers can now fine-tune campaigns based on predictive insights, ensuring they resonate with their target audience effectively before a single dollar is spent on media. However, as these systems deploy, it is essential to address ethical considerations and privacy concerns.

The Future of Ad Creatives

Embracing Emerging Technologies

While AI is currently a productivity tool, we are heading toward a reality resembling futuristic visions where advertising is fully interactive. Today, we are on the cusp of breaking through the constraints of static and video ads.

Breaking Boundaries with AR

Emerging technologies like Augmented Reality (AR) allow us to incorporate the user's physical surroundings into the ad experience. When we combine AI with this immersive experience, the potential for personalized, two-way conversations becomes a reality.

A Competitive Edge

Predictive analytics, coupled with A/B testing, ensures that ad campaigns are not only engaging but also highly effective. Those who embrace these technologies today will gain a competitive edge in the ever-evolving world of advertising. The future of ad creatives is arriving faster than we might have imagined.

Ready to integrate AI and AR into your creative strategy?

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Imagine driving down a highway and passing a billboard with a static ad for a travel booking service. The ad is brightly colored and eye-catching, with a picture of a tropical destination. Now, imagine passing the same billboard, but this time, the ad is dynamic. You see crashing waves, swaying palm trees, and the destination looks suspiciously familiar to an island you've been searching for flights to.

This is an example of a 3D billboard serving a digital out-of-home (DOOH) ad that has been dynamically optimized for your viewing pleasure. Not only is DOOH advertising’s “shiny new toy,” it is fast-becoming a scalable performance marketing strategy that drives results.

What is digital out-of-home advertising and why should brands consider it? Read on to find out.

What is Digital Out-of-Home Advertising?

Digital out-of-home (DOOH) advertising refers to promotional media displayed digitally in public spaces. Unlike traditional printed billboards, DOOH leverages digital screens in shopping malls, train stations, airports, and city centers.

Because it is digital, this format offers increased creativity, targeted messaging, real-time data analysis, and seamless integration with other marketing channels. It allows for dynamic content changes and privacy-compliant audience targeting that blends OOH campaigns with social media and paid advertising initiatives for a cohesive, omnichannel approach.

The Rapid Rise of DOOH

According to Grand View Research, the global DOOH market was valued at $15.13 billion in 2023. It is expected to grow at a compound annual growth rate (CAGR) of 11.6%, reaching $32.63 billion by 2030.

In the U.S. alone, DOOH revenue reached $1.96 billion in Q3 of 2023. North America currently accounts for over 37% of the global DOOH market due to increasing urbanization.

What’s Driving the DOOH Advertising Trend?

• Rising Urbanization: Approximately 55% of the global population now lives in urban areas. This has created more transit hubs and higher foot traffic, providing prime opportunities for ad placements.

• Expansion of Digital Screens: Interactive display screens are no longer limited to personal devices; they are now integrated into the physical infrastructure of our cities.

• Programmatic Integration: Programmatic technology allows advertisers to acquire DOOH space and optimize campaigns in real-time, making it accessible to businesses of all sizes.

• Interactive Demand: There is a growing demand for full-motion video and animation that captures attention more effectively than static images.

Types of DOOH Ads

• Digital Billboards: Large screens in high-traffic areas that often use anamorphic 3D technology to boost engagement.

• Gas Station Screens: Displays at the pump that capture attention while customers refuel.

• Wifi Hotspot Kiosks: Urban displays that serve as hotspots, reaching tech-savvy city dwellers.

• Airport Displays: Screens in arrival halls targeting travelers with hotel or flight-related services.

• Food Court Ads: Digital displays in malls promoting restaurant deals to hungry shoppers.

The Benefits of DOOH Ads

Creative Innovation and Flexibility

DOOH allows for full-motion video and real-time updates. Advertisers can change creative content within an hour, compared to the weeks required for traditional print production.

Enhanced Personalization

Advertisers can use privacy-compliant mobile data to deliver relevant ads based on location, weather, or current events. For example, an ad for umbrellas can trigger automatically when it starts to rain.

Cost-Effectiveness and Scalability

By eliminating printing and manual installation costs, DOOH offers higher cost efficiency. Its digital nature allows brands to scale campaigns across hundreds of locations instantly.

Measurement and Analytics

Unlike traditional billboards, DOOH can track performance metrics using anonymous GPS data, providing advertisers with the insights needed to make data-driven optimization decisions.

TL;DR

DOOH is redefining public space promotions. Projected to be a $32.63 billion industry by 2030, it combines the massive reach of billboards with the precision of digital tracking. It is a crucial tool for modern brands looking for impactful, measurable, and innovative ways to connect with audiences.

Ready to elevate your strategy with interactive, DOOH-optimized ads? Contact the CRAFTSMAN+ team today!