Utilizing high-performing creatives is probably the most vital levers to optimize person acquisition.
There may be not one inventive suits all: totally different channels and totally different placements typically require totally different form of creatives or not less than slight variations of those creatives.
When producing picture advert creatives or video advert creatives you must keep in mind the place they will be displayed so you may modify issues like facet ratio, length, tone and even model.
You’re both not talking to the identical viewers, talking to the identical viewers however at totally different instances and somewhere else or any mixture of those.
That is true with placements inside the similar “platform”, like Fb feed advertisements vs. Fb Story advertisements vs. in-app advertisements with the Fb Viewers Community. It’s very true with Google App campaigns the place advert creatives can vary from a YouTube advert to an advert banner in a recreation.
Most established apps seeking to scale their person acquisition efforts usually don’t restrict themselves to operating advertisements simply via Fb and Google’s platform. The distinction between advert creatives then will get much more apparent once you examine say a Fb feed advert to a TV industrial.
On this weblog submit we check out how a number of apps’ advert creatives range throughout person acquisition channels. Let’s examine the advert creatives (principally video advertisements) of a few of the prime cashback apps!
Word: we do not need “insider info” relating to these app’s UA technique. We used some of the available tools to conduct a competitive analysis, which suggests the record of creatives we bought is just not exhaustive and for some channels only a “snapshot” taken at a selected time.
Listed here are the principle instruments used:
The place do cashback apps promote?
Listed here are the three cashback or coupons apps we took a have a look at and the place we’ve seen them run advert creatives:
These apps don’t have the very same positioning, so in fact their advert creatives additionally differ. However there are undoubtedly some similarities!
Let’s dive into the totally different form of video advertisements used on these channels.
Fb/Instagram feed advertisements
These are advertisements you could find by looking out the Facebook Ads Library.
These advertisements are those displayed in folks’s Fb feed. We are able to assume that lots of them are additionally displayed on Instagram.
We grouped advertisements by related “themes” after we noticed some.
Deal with 1 accomplice and/or product
This permits to focus on a selected viewers for which the product or accomplice is interesting.
This video advert clearly leverages the accomplice branding and even the accomplice’s service. It additionally shows a transparent worth proposition in addition to Ebates branding always.
It’s extra refined right here however their accomplice Lowe’s is featured. This strategy is attention-grabbing as a result of if the inventive performs effectively you may create variations for different “wants” (they’ve one with “Want a recent coat of paint?” for instance).
Normal worth proposition
These Fb feed video advertisements give extra of a fast overview of the apps’ fundamental worth propositions.
Very easy and “direct”, it sums up what Ebates is and reveals companions. It is usually made compelling by the point out of a welcome bonus.
And here’s a variation the place the main focus is on companions’ merchandise as an alternative of their emblem. A pleasant addition is the Ebates emblem on the prime.
Ibotta tends to go along with a fast overview of the product as an alternative: how it’s totally different than coupons and the way it works.
It’s a great way to attraction to folks fascinated by coupons and introduce Ibotta.
In addition they have “variations” (the construction of the video is identical) in full animation (as an alternative of displaying the precise app UI) and dwell motion. Discover how whatever the “model” (life-style or animation) branding is outstanding and replica on the prime and really seen.
After all when taking a look at advert creatives for this type of apps you’ll additionally discover some “seasonal” advert creatives for issues like Black Friday, winter or summer season.
Flipp has an identical strategy, albeit with their very own positioning. It begins by displaying merchandise, then reveals how they are often bought (at decreased price) within the app. Flipp additionally makes certain to showcase a few of their greatest retail companions.
One other attention-grabbing inventive is the one beneath, that’s extra “inspirational” but additionally offers an outline of how the app works.
Our fast evaluation:
- Fb feed advertisements for these apps are quick (< 15 seconds, typically < 10 seconds);
- The video creatives are easy of their messaging: they don’t seem to be “sensible” and don’t actually use storytelling. A direct message for a direct response;
- All of them use captions/textual content;
- They typically present the product/app in use;
- All of them present model components (emblem principally), together with from their companions;
- Many of the advert creatives are in sq. and in portrait 2:3 ratio.
It’s not shocking that a few of the Fb advert creatives are additionally used on Pinterest, since customers’ habits is fairly shut (a feed that you just scroll).
However for Flipp and Ibotta we additionally discovered a couple of Pinterest advert creatives that aren’t used (or not used anymore) on Fb.
Word: we are able to’t know for certain that these had been used as Promoted Movies on Pinterest, nonetheless the vital factor right here is that they’re made with the Pinterest feed in thoughts.
Our fast evaluation:
- Comparatively quick movies (< 30 seconds with most of them being < 15 seconds);
- Portrait 2:3 facet ratio;
- Cautious selection of pictures (typically shiny and colourful pictures) – you’re competing towards a number of good trying issues on Pinterest;
- Leveraging textual content overlays;
- Emblem included all through the video.
Though we all know a few of these apps are operating twitter advertisements, we weren’t capable of spot any Twitter advertisements.
In-app advert community advertisements
In-app video advertisements are displayed inside different apps both through Fb Viewers Community, AdMob or different in-app advert networks.
Fb Viewers Community
eBates can be operating not less than two of the creatives we noticed earlier on the Fb Viewers Community.
Identical factor for ibotta. They appear to run most of their Fb feed creatives on FAN as effectively.
Judging by the variety of apps the advert seems in, ibotta have to be spending quantity on the Fb Viewers Community.
Flipp can be operating a few of the similar creatives as those they use for Fb feed advertisements.
Ibotta has additionally been operating some advertisements with Google App campaigns, since Cell Motion noticed some AdMob advertisements in a number of gaming apps.
The creatives positioned on AdMob are the identical form because the Fb ones above.
In keeping with Cell Motion’s information, it’s through AdMob that Flipp has displayed essentially the most in-app video advertisements for its iOS app. The movies displayed on AdMob quick and simple like you may see within the instance beneath (a marketing campaign for Spanish-speaking international locations on this case).
Different in-app advert networks
eBates additionally tried promoting via Unity, with totally different creatives. These video advertisements are longer (15 seconds and 25 seconds) and provides extra of an “overview” of the app.
Listed here are 2 of them (Cell Motion noticed about 5 totally different ones used on Unity – not counting seasonal ad creatives for Black Friday, and so on.):
These video advertisements are panorama. This works effectively when they’re displayed in a panorama app/recreation (it’s the case when displayed inside [PROJECT:OFFROAD]) however not so effectively when they’re displayed in Dotcraft, an informal recreation performed in portrait. If you happen to’re critical about promoting with in-app advert networks, you also needs to have a vertical model of your creatives.
That is one thing ibotta is doing, each on Vungle and AdColony the place they run a number of totally different creatives.
It’s additionally alright to have longer-form movies on these advert networks, as a result of these video advertisements are normally not skippable (not less than for a number of seconds). You don’t should be as easy as once you’re focusing on somebody in a social media feed.
An instance from ibotta with an extended intro
You’re unsure how a selected in-app advert community shows video advertisements? Ask them or obtain one of many apps that used their sdk and take a look by your self. At any time when an advert shows you’ll see a bit “i” (info) that permits you to confirm you’re trying on the right promoting accomplice.
Our fast evaluation:
- For Fb Viewers Community or AdMob, these advertisers typically use the identical advert creatives they run for feed advertisements;
- To optimize, be sure to have video creatives in each panorama and portrait orientations;
- As a result of lots of these advertisements will not be skippable, you continue to wish to seize the eye shortly however it’s alright to have extra of a “construct up” in comparison with social media feed advertisements.
YouTube Video Adverts
What about these apps’ YouTube advertisements?
If a product can be utilized on desktop (like eBates), then it’s attainable that they’re advertising through YouTube TrueView for Action. If that’s the case they ship folks to the web site, not the app.
In any other case, if the video creatives are used for app set up campaigns on YouTube then they’re ran via Google App campaigns. Because of this you don’t have management on which video asset is used on YouTube or someplace else (e.g. Admob): it’s the AI that may determine this based mostly on the estimated asset efficiency or precise asset efficiency (and your bid).
We are able to’t know for certain how the video creatives beneath had been used, however after we see large quantity of views like beneath we will be fairly certain they’ve been used for promoting. If different movies they use for promoting are Unlisted, then we are able to’t entry them.
Ebates is the app that appears to be operating essentially the most YouTube advertisements, with a number of totally different creatives over the past 12 months or so.
The video with essentially the most views is a 15 second testimonial movies:
This video was taken out of a 30 second video, that was almost certainly used for promoting as effectively.
Ebates additionally had a high-budget 3D animation TV industrial made earlier than the vacations final 12 months, leveraging a partnership with the film Grinch.
Ibotta is utilizing a few of the similar movies on YouTube and for TV industrial, like those beneath.
Our 2cts on this primary video is that it appears nice for TV, however for YouTube it’s a fairly gradual begin: Ibotta is just not talked about earlier than 0:12. And there’s not branding/emblem in any respect earlier than. A banner with emblem and tagline someplace may need been a sensible addition (like within the Ebates testimonials video).
They did this on this different advert beneath:
We couldn’t discover a latest YouTube advert for Flipp, however they had been operating the one beneath about two years in the past (additionally considered one of their TV commercials):
Word: you may test TV industrial for these apps here.
Our fast evaluation:
- Many of the apps operating TV commercials recycle them for YouTube (or vice versa);
- Movies are usually longer and extra polished;
- Ideally the model remains to be talked about/proven very early within the video. If wanted, overlay the model title or emblem (however ideally it’s included organically – the movies here and here do an excellent job at it);
- Sound performs a giant half on YouTube and TV, so all video creatives have a voice over or actors speaking.
This is the reason we suggest so as to add an extended, extra polished video to your Google App marketing campaign asset combine. That method Google can serve it if it performs higher than the shorter extra “direct response” sq. or vertical movies you would possibly have already got.
That’s it for this have a look at advert creatives throughout channels for the cashback and coupons apps. Hope this gave you some insights you may apply to your individual UA inventive technique!