How can advertising creatives be designed to stimulate user interaction?

With the rapid development of the mobile gaming industry in recent years, competition within the industry has become increasingly fierce. In order to acquire high-quality users, crude advertising materials have gradually disappeared from the stage of history. Instead, excellent advertising materials and novel advertising ideas are constantly refreshing people's perception of beauty. On mobile devices, consumers’ first impression of brands and apps often starts with advertising, which is also a direct driver of important marketing campaign metrics such as CTR, CVR and IPM. Therefore, excellent advertising creatives not only directly affect developers' revenue, but are also an important factor in measuring the success or failure of mobile marketing activities.

1. How to design outstanding advertising creatives and inspire user interaction?

An excellent game advertising creative is a bridge between mobile games and consumers. In the early stages of customer acquisition, good advertising creatives can arouse users’ curiosity, spark their desire for games and their desire to interact, and encourage them to further explore the world of games.

As competition intensifies on the mobile side, consumers are faced with more and more choices. Often the first few seconds of seeing an ad can determine the success or failure of a game. Therefore, game developers need to use advertising creativity as much as possible to stand out from the competition and resonate with consumers. In order to find this trigger point, mobile game developers should first ask themselves a question, "What is the reason why users can't live without you?"

2. Example Analysis

For example, we have been working with a multiplayer game developer to help them increase conversion rates.

At the beginning of material design, the first thing we thought about was "Why do consumers have to choose you?" We firmly believe that by finding this motivation, we can convince users to download, install and even return to the game over and over again. Therefore, in terms of material selection, we centered the game around interactive storylines, creating a fantasy journey for consumers, which gave them a strong desire to explore the game in depth through the interactive tasks we designed. The trigger for this ad is a mechanic that rewards players for interacting with the game, keeping them coming back for more.

In order to prove the effectiveness of this material, we designed different materials for testing at the same time. Ultimately, through continuous testing and player feedback, we were able to increase the game’s installation volume by 50%, and multiple key conversion-related indicators increased by 15% to 30%.

3. Is there a traceable source of design material?

As I mentioned before, it’s most important to understand the motivations behind why users download and install your mobile game. Consumers' attention span is usually only 3 seconds. Even if a mobile game has multiple highlights, it is impossible to be comprehensive in terms of material presentation. Therefore, when communicating with users, it is important to be concise and prioritize . Consumers only give you 3 seconds, so the key is how to focus on what they want to know most and complete the conversion. In other words, the design trajectory of advertising creatives is simplicity, understandability and fluidity.

4. How can developers improve conversions through advertising creatives?

Every game developer has different goals and resources. If divided by budget, you can proceed as follows. But remember, good creatives can bring high-quality traffic and high returns. If a game wants to achieve long-term development, developers must not be stingy with their investment in this area.

For mobile game developers with limited budgets, you can start by designing a simple gameplay video. Interstitial ads are also a good choice, and the production time is very short, usually only a few minutes.

If the budget is sufficient, then in addition to the gameplay videos and interstitial ads mentioned above, video ads and animated interstitial ads with higher conversion rates and returns will be able to further improve the quality and quantity of user acquisition. The production cycle of the material takes several days.

For large-scale game developers who take customer acquisition as their primary goal and are no longer constrained by budget, in addition to the previous advertising forms, they can also try to create playable ads based on the game training mode. This type of material has a very high degree of interactivity and can also bring rich returns to game developers. In comparison, the production of this type of material would last several weeks.

5. How to optimize advertising creatives?

First, at the beginning of material design, several different plans should be designed based on the motivations of consumers; secondly, A/B testing is essential to strive for the best delivery results; then, data analysis is very important. Only by speaking with numbers can mobile game developers make the most rational judgments.

In order to achieve large-scale delivery, developers need to make some sacrifices in the delivery materials. Give up some poorly performing materials and devote more energy and financial resources to materials with excellent performance; finally, please remember that the mobile game market is changing rapidly and players' tastes are constantly changing. Only by testing, testing, and testing again, analyzing and understanding the latest data can you help you make accurate decisions and ultimately succeed.

Related reading:

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2. Advertising creative ideas are highly homogenized. How can we break the deadlock?

3. Advertising skills: Why does a high click-through rate not lead to a high conversion rate?

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5.2019 Mid-Year Observation of Advertising Industry

6.3 tips to tell you why your advertising is not effective!

Author: Applovin

Source: Applovin