The state of ad creatives in app marketing:
2024 edition

Advancing interactive engagement: 2024 is shaping up to be a year of dynamic interaction with users. Shoppable videos transform browsing into buying with a click, while live streams engage audiences in real-time, setting new participation standards. With AI, content customizes to viewer preferences, deepening the connection between content and viewer through authenticity and personalization.

Creators at the forefront: This year remains centered on the power of authenticity and the incredible variety emerging from creators across the globe. With the creator economy booming (we’re talking potentially hitting $480 billion by 2027, according to Goldman Sachs). Anyone with a story can … find their audience. Accessible tools enable anyone to produce professional-quality content. The influence now extends beyond follower counts, with micro-influencers impacting communities through genuine connections.

All types of automation tools: Streamlining tasks and fueling idea generation. Integration of automation tools is reshaping creative workflows. McKinsey highlights that a third of companies now embed such tools in their processes, underscoring its role as a pivotal creative resource. Read more

While AI boosts efficiency and innovation in creativity, there are a few “watch out” areas: While automation improves efficiency in the creative process, it also comes with challenges that we need to manage carefully:

Loss of human touch: Sometimes, content created with too much automation might lack emotional depth. It’s important to keep a human element in our work to ensure it feels genuine and culturally appropriate.

Over-reliance on automation: Depending too much on automation can limit our own creative ideas, leading to content that is too similar and lacks innovation. While automation is a useful tool, it should support, not replace, … our creativity.

In summary, using automation effectively in creativity means finding the right balance between its benefits and maintaining our own creative and cultural insights to create truly engaging content.
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To excel in the “short vertical video” ad format, capturing the viewer’s full attention within the first two seconds is crucial. Achieving this requires crafting a compelling hook that combines both visual and audio elements effectively. Since users tend to quickly skip through content, it’s essential to immediately engage them.

Though a winning “short vertical video” ad not only grabs attention but also delivers performance which means balancing upper funnel and lower funnel metrics. A winner creative will balance upper funnel & lower funnel metrics by utilizing the platform advantages and language while using the creative or game elements that drive … the most impact.

Looking only at the upper funnel metrics will tell us if creatives are appealing or not but looking at lower funnel metrics will tell us if the creative attracts the relevant audience

For example, in RPGs, leveling up your character is a big deal. It’s what keeps players hooked. So on ad networks, the focus of the creative content is showcasing actual gameplay. Meanwhile, on short video platforms, the goal is to spark excitement by showcasing character upgrades and progress through creators. They share their reactions to game highlights, making ads more genuine and appealing. Featuring standout characters or cool gear helps draw in engaged gamers likely to stick around.
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To effectively detect and leverage the latest trends on TikTok, active engagement on the platform is irreplaceable. This approach ensures a deep understanding of its trends and dynamics, enabling effective communication with its community.

Equally important is the ability to distinguish trends beyond short-term moments. Understanding long-term trends unlocks relevant insights and creative opportunities for brands.

As gaming becomes increasingly influential in broader culture, we can look to the #GamingOnTikTok community as a key driver in bringing the macro trends shaping our platform to life

Innovative gaming brands on TikTok are creating on-trend and exciting content that resonates with fans. They show that … understanding and tapping into current culture is crucial for achieving business success today.
  
For example, Bytro Labs launched a successful TikTok campaign. They enlisted creators to produce content that combined engaging hooks with the latest trends. The campaign featured videos in split-screen mode showcasing gameplay at the bottom with a creator reacting at the top, resonating with the platform’s trends towards immersive engagement and UGC. Starting in Germany and expanding globally, they maintained a consistent global brand while adapting their ads to fit local culture. This strategy of aligning with trends and cultural nuances significantly boosted ROAS.

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Both Spark Ads and classic in-feed ads should work in tandem, complementing one another to reinforce the core message effectively. While both campaign types aim to deliver “TikTok first” content that resonates with the platform’s unique culture, they each bring distinct strengths to the table.

Classic ads prioritize creative best practices like engaging hooks, concise TikTok-style text, and captivating gameplay footage to quickly grab attention and drive interest towards app installs. For instance, an ad might tease “3 features you must try in the game,” followed by a showcase of these features and gameplay to visually engage the viewer.

Spark Ads tap … into the trust and authenticity of creators or brands. They connect on a personal level, showcasing creators’ genuine experiences. For instance, a creator might share their favorite game features, inviting followers to explore and respond. Brands also use Spark Ads to engage the community, asking for feedback on favorite features to refine their approach. It’s a strategy that makes ads more personal and engaging.

Ultimately, while both Spark Ads and classic in-feed ads aim to generate interest and drive app installs, Spark Ads extend the strategy by incorporating elements of emotional appeal, personal testimony, and community interaction.

Using both ad formats ensures campaigns capture attention with compelling content while also deepening audience connections through authenticity and engagement, thus maximizing the overall impact of advertising efforts on TikTok.


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Our creative team, encompassing both designers and strategic planners, works hand-in-hand with the UA team to produce impactful content. This collaboration is fueled by a regular exchange of information.

The UA team provides data and insights to ensure the creative direction aligns with what resonates with users. We hold ongoing meetings and sync-ups to discuss successful and underperforming creatives.

This two-way street is crucial. The UA team receives updates on industry trends and potential creative directions from the creatives, while marketing strategists get informed of specific campaign successes and failures. Both sides contribute to the ideation process, analyzing performance gaps and … brainstorming improvement strategies.

This includes iterating on existing creatives, scheduling brainstorming sessions, and prioritizing tasks to achieve both quick wins and more innovative, long-term projects. Read more

My approach to creative optimization starts with a deep dive into data, uncovering insights and opportunities. I analyze various metrics tailored to specific goals. Initially, I focus on upper-funnel metrics to identify high-performing creatives. This means prioritizing creatives that drive desired
conversions, like app installs. By tracking impressions, views, clicks, installs, and play rates throughout the funnel, I can see which creatives capture attention and motivate users to act.

Once I’ve established user-engaging concepts, I shift my focus to optimizing deeper funnel metrics. My aim here is to enhance user exploration of our games’ features and ensure an optimal gaming experience. This … involves monitoring additional metrics that gauge user engagement and satisfaction.

Throughout this process, I maintain a keen eye on revenue and retention KPIs. This ensures that my optimization efforts attract a relevant and engaged audience that generates long-term value.
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