Utilizing high-performing creatives is one of the crucial essential levers to optimize consumer acquisition.
There’s not one inventive matches all: totally different channels and totally different placements typically require totally different sort of creatives or not less than slight variations of those creatives.
When producing picture advert creatives or video advert creatives that you must take into consideration the place they’re going to be displayed so you may regulate issues like side ratio, length, tone and even fashion.
You’re both not talking to the identical viewers, talking to the identical viewers however at totally different occasions and elsewhere or any mixture of those.
That is true with placements throughout the similar “platform”, like Fb feed adverts vs. Fb Story adverts vs. in-app adverts 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 trying to scale their consumer acquisition efforts typically don’t restrict themselves to working adverts simply via Fb and Google’s platform. The distinction between advert creatives then will get much more apparent if you evaluate say a Fb feed advert to a TV business.
On this weblog publish we check out how a number of apps’ advert creatives differ throughout consumer acquisition channels. Let’s evaluate the advert creatives (principally video adverts) of among the prime cashback apps!
Be aware: we shouldn’t have “insider data” relating to these app’s UA technique. We used some of the available tools to conduct a competitive analysis, which suggests the listing of creatives we bought will not be exhaustive and for some channels only a “snapshot” taken at a selected time.
Listed below are the principle instruments used:
The place do cashback apps promote?
Listed below are the three cashback or coupons apps we took a take a look at and the place we’ve seen them run advert creatives:
These apps don’t have the very same positioning, so after all their advert creatives additionally differ. However there are positively some similarities!
Let’s dive into the totally different sort of video adverts used on these channels.
Fb/Instagram feed adverts
These are adverts you could find by looking out the Facebook Ads Library.
These adverts are those displayed in individuals’s Fb feed. We will assume that a whole lot of them are additionally displayed on Instagram.
We grouped adverts by related “themes” after we noticed some.
Give attention to 1 associate and/or product
This enables to focus on a selected viewers for which the product or associate is interesting.
This video advert clearly leverages the associate branding and even the associate’s service. It additionally shows a transparent worth proposition in addition to Ebates branding always.
It’s extra delicate right here however their associate Lowe’s is featured. This method 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 adverts give extra of a fast overview of the apps’ major worth propositions.
Very simple and “direct”, it sums up what Ebates is and reveals companions. Additionally it is made compelling by the point out of a welcome bonus.
And here’s a variation the place the main target is on companions’ merchandise as a substitute 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 a substitute: how it’s totally different than coupons and the way it works.
It’s a great way to enchantment to individuals fascinated about coupons and introduce Ibotta.
In addition they have “variations” (the construction of the video is identical) in full animation (as a substitute of displaying the precise app UI) and reside motion. Discover how whatever the “fashion” (life-style or animation) branding is distinguished and replica on the prime and really seen.
In fact when advert creatives for this sort of apps you’ll additionally discover some “seasonal” advert creatives for issues like Black Friday, winter or summer time.
Flipp has an analogous method, 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 largest retail companions.
One other attention-grabbing inventive is the one under, that’s extra “inspirational” but additionally offers an outline of how the app works.
Our fast evaluation:
- Fb feed adverts for these apps are quick (< 15 seconds, typically < 10 seconds);
- The video creatives are simple 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 stunning that among 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 number of Pinterest advert creatives that aren’t used (or not used anymore) on Fb.
Be aware: we are able to’t know for certain that these have been used as Promoted Movies on Pinterest, nevertheless the essential 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 side ratio;
- Cautious selection of pictures (typically shiny and colourful pictures) – you’re competing in opposition to plenty of good trying issues on Pinterest;
- Leveraging textual content overlays;
- Brand included all through the video.
Though we all know a few of these apps are working twitter adverts, we weren’t in a position to spot any Twitter adverts.
In-app advert community adverts
In-app video adverts are displayed inside different apps both by way of Fb Viewers Community, AdMob or different in-app advert networks.
Fb Viewers Community
eBates can be working not less than two of the creatives we noticed earlier on the Fb Viewers Community.
Similar 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 a very good quantity on the Fb Viewers Community.
Flipp can be working among the similar creatives as those they use for Fb feed adverts.
Ibotta has additionally been working some adverts with Google App campaigns, since Cellular Motion noticed some AdMob adverts in a number of gaming apps.
The creatives positioned on AdMob are the identical sort because the Fb ones above.
In response to Cellular Motion’s knowledge, it’s by way of AdMob that Flipp has displayed essentially the most in-app video adverts for its iOS app. The movies displayed on AdMob quick and simple like you may see within the instance under (a marketing campaign for Spanish-speaking nations on this case).
Different in-app advert networks
eBates additionally tried promoting via Unity, with totally different creatives. These video adverts are longer (15 seconds and 25 seconds) and provides extra of an “overview” of the app.
Listed below are 2 of them (Cellular Motion noticed about 5 totally different ones used on Unity – not counting seasonal ad creatives for Black Friday, and so on.):
These video adverts 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 off-the-cuff recreation performed in portrait. In the event you’re severe about promoting with in-app advert networks, you must also 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 adverts are normally not skippable (not less than for a number of seconds). You don’t should be as simple as if you’re concentrating on somebody in a social media feed.
An instance from ibotta with an extended intro
You’re undecided how a selected in-app advert community shows video adverts? Ask them or obtain one of many apps that used their sdk and take a look by your self. Every time an advert shows you’ll see a bit “i” (data) that permits you to confirm you’re trying on the appropriate promoting associate.
Our fast evaluation:
- For Fb Viewers Community or AdMob, these advertisers typically use the identical advert creatives they run for feed adverts;
- To optimize, ensure you have video creatives in each panorama and portrait orientations;
- As a result of a whole lot of these adverts are usually not skippable, you continue to need to seize the eye shortly however it’s alright to have extra of a “construct up” in comparison with social media feed adverts.
YouTube Video Advertisements
What about these apps’ YouTube adverts?
If a product can be utilized on desktop (like eBates), then it’s doable that they’re advertising through YouTube TrueView for Action. If that’s the case they ship individuals 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. Which means you don’t have management on which video asset is used on YouTube or someplace else (e.g. Admob): it’s the AI that can determine this primarily based on the estimated asset efficiency or precise asset efficiency (and your bid).
We will’t know for certain how the video creatives under have been used, however after we see large quantity of views like under we could 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 working essentially the most YouTube adverts, with a number of totally different creatives during the last yr 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 probably used for promoting as effectively.
Ebates additionally had a high-budget 3D animation TV business made earlier than the vacations final yr, leveraging a partnership with the film Grinch.
Ibotta is utilizing among the similar movies on YouTube and for TV business, like those under.
Our 2cts on this primary video is that it appears nice for TV, however for YouTube it’s a slightly sluggish begin: Ibotta will not be 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 wise addition (like within the Ebates testimonials video).
They did this on this different advert under:
We couldn’t discover a current YouTube advert for Flipp, however they have been working the one under about two years in the past (additionally one among their TV commercials):
Be aware: you may examine TV business for these apps here.
Our fast evaluation:
- Many of the apps working TV commercials recycle them for YouTube (or vice versa);
- Movies are usually longer and extra polished;
- Ideally the model continues to be talked about/proven very early within the video. If wanted, overlay the model identify or emblem (however ideally it’s included organically – the movies here and here do a terrific job at it);
- Sound performs an enormous half on YouTube and TV, so all video creatives have a voice over or actors speaking.
That is why we advocate so as to add an extended, extra polished video to your Google App marketing campaign asset combine. That means 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 take 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!