Advertising creatives are always rejected? Tips for getting advertising creatives reviewed!

Nowadays, the profit model of games is generally based on in-app purchases and recharges, and some are monetized through advertising. There will be many charges or advertisements. Many texts saying "free" and "no advertisements" are naturally false propaganda.

For example, the description content is "No payment, no VIP", "Pure charity fairy-tale mobile game", "This game has no recharge entrance", "No threshold for withdrawals", "This conscientious game even cancels advertisements".

2. Exaggeration, effect promises, absolute terms and false advertising descriptions are prohibited

For example, the description includes but is not limited to "first", "exclusive", "only", "best", "top", "excellent", "one of the best", "most popular", etc.

This is also a point with a high rejection rate, because many equipment names in games contain such words, such as "Top-grade Frost Artifact", "Top-grade Fire Dragon Suit", etc. This may be fine for use in the game, but it is easy to be rejected in advertising.

In addition, if you want to use the full name normally, you need to meet the following specific conditions, such as being able to produce legal evidence, award certificates, selection results and other relevant supporting documents. It can still be used under the condition of objective expression.

For example, if the copywriting "first, exclusive, only" is used, if game company A launches this SLG game for the first time, it can be expressed as "A's first SLG mobile game." If an advertiser obtains exclusive authorization for a certain IP and uses the expression "exclusively authorized by xxIP" in advertising, he or she shall produce relevant supporting documents such as authorization letter and copyright registration certificate.

3. Descriptions that are contrary to public order and good morals or have bad influences must not be used, and must comply with the core socialist values.

(1) Pornography and sexual suggestion

(1) Scenes with obvious sexual connotations, such as messy interiors, beds, etc.;

(2) Highlighting or deliberately displaying sensitive parts of the body, such as highlighting the chest, legs, buttocks, etc.; the exposed area of ​​the chest should not exceed 30%, and the exposed chest line should not exceed 1/2. The proportion of the chest can be reduced or opaque materials or fabrics can be added to cover it.

(3) Actions and expressions that carry negative connotations, such as intentionally touching the body, licking food, undressing, and other suggestive actions;

(4) Shooting angles that are likely to produce obvious sexual connotations, such as overhead shots of women’s breasts, close-ups of parts of the body, etc.;

(5) Descriptions with sexual connotations, such as: “Only experienced people will understand”, “asking for a date”, “empty”, etc.;

(6) Advertising materials must not contain any obscure or vulgar content. This kind of obstruction will give people a feeling of trying to cover up and highlight, which will attract more attention. It is recommended to simply lower the height of the skirt, expose less flesh, and add more fabric.

It is also undesirable to use misleading content to describe the playability of the game and reflect the negative values ​​of the game affecting people's normal lives, such as "addicted", "all night long", and "hooked on".

Especially with the impact of last year's "Games are spiritual opium" and "Game anti-addiction policy" incidents, people's nerves about being addicted to games have become more fragile, so I hope that all bosses will stop using this kind of copywriting and ruining their own jobs.

Tips for passing the review: Also pay attention to the scale of the description and avoid sensitive words, such as changing it to "This game can be played for a whole day without WiFi."

4. You must not imitate the style of the system's native function operation buttons/icons to mislead users and induce clicks.

Including but not limited to: play, pause, loading, red dot, receive, open red envelope, etc. Here are a few specific examples:

(1) False materials involving buttons such as “Start Game” or “Close Ads”;

5. Sensitive words appear in the description.

Such as "BOSS, Emperor, Emperor, Queen, Your Highness, Leader, I, AFK, Private Server, SF, Plug-in" and a series of words involving extremes, health benefits, and investment commitments are strictly prohibited words.

Do not use images that cause glare or dense and cluttered visual effects, such as overly saturated colors, overly bright lights, etc. Highlight elements should not occupy more than 50% of the overall image area.

This kind of rejection reason will be encountered quite frequently. Some transitions and battle scenes in the video will inevitably have a frame stretched to be blurry and deformed. However, do not rush to ask the designer to modify and optimize the video when you encounter this situation, because this problem can be completely solved by our own optimizer.

A big part of the reason is that there was a problem with our cover selection. When creating new advertisements in batches, the cover selection is generally the system automatically capturing a frame in the video, so it is easy for the generated advertising video cover to have problems. So at this time we just need to manually adjust the cover and capture a clear frame in the video.

Currently, the image recognition used in advertising review can capture each frame in the video one by one and analyze its violations. There is still a possibility that the images in the video will be missed, but the review of the cover must be particularly strict.

This is a very basic step that can ensure that our review progress is not delayed. We need to understand when is the best time for the hearing.

The media platforms promise a 24-hour review time for advertising materials, but in fact the reviewers’ working hours are from 9:00 to 22:00 on weekdays and from 9:00 to 18:00 on non-working days. So if you want to reserve approved advertisements in advance, it is best to submit the materials before 17:00 on weekdays and before 12:00 on non-working days.

Of course, if you need to expedite the review, you can ask your direct customers to help expedite it. The review cycle is generally within 2 hours on weekdays and 2-6 hours on non-working days. This will also depend on certain media relations.

2. Prior material

This is the most important step in my opinion, and it is also a very effective step, especially suitable for preparations before a big launch, because during a big launch we often need to prepare a lot of materials and start them at the same time.

After we have prepared the materials, we can go directly to a certain account to create a new plan for all the finished materials. After the creation is completed, the plan can be paused. This will not generate any consumption, and the advertising materials will also be reviewed and enter the formal delivery queue. At the same time, we need to leave a certain balance in the account. If there is no balance, it will be difficult to enter the review sequence, and even the review of the materials will be very slow.

This is also a lesson I learned the hard way. During a phased update of a version, we prepared 500 pieces of materials. However, after they were finally launched, more than 80 pieces of materials failed to pass the review, and the review rate was only over 80%, resulting in the volume not meeting the requirements. We urgently contacted media direct customers to help identify the reasons for the rejection, mobilized internal design resources, and modified the points that failed the review as soon as possible. Some points had to be modified more than once or twice before they were finally approved.

3. Use creative detection tools

The creative detection tool is a tool officially provided by Tencent Advertising. After we upload the materials, the lower right corner will automatically help us perform risk detection. When problems are detected, it will remind us what the specific risk points are and provide modification suggestions for our convenience. However, this method still cannot 100% guarantee approval, and it is more appropriate to combine it with the second point to obtain prior materials.

Friends in need can also check out the "Tencent Advertising Game Creative Guide", which clearly lists the recent popular reasons for rejection in the game industry and related case presentations, so that friends can make timely adjustments and avoid detours.

Audit requirements are also constantly being updated and upgraded. We must always maintain an open mind to learn, pay attention to media audit trends, abide by platform rules, and improve the efficiency of buying traffic. Let's encourage each other~