Utilizing high-performing creatives is one of the essential levers to optimize consumer acquisition.
There’s not one inventive matches all: completely different channels and completely different placements usually require completely different form of creatives or not less than slight variations of those creatives.
When producing picture advert creatives or video advert creatives you’ll want to bear in mind the place they’ll be displayed so you’ll be able to alter issues like side ratio, length, tone and even model.
You’re both not talking to the identical viewers, talking to the identical viewers however at completely different instances and elsewhere or any mixture of those.
That is true with placements throughout the identical “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 operating adverts simply by way of Fb and Google’s platform. The distinction between advert creatives then will get much more apparent whenever you examine 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 examine the advert creatives (principally video adverts) of a number of the prime cashback apps!
Observe: we don’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 acquired just isn’t 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 after all their advert creatives additionally differ. However there are positively some similarities!
Let’s dive into the completely different form of video adverts used on these channels.
Fb/Instagram feed adverts
These are adverts you’ll find by looking out the Facebook Ads Library.
These adverts are those displayed in individuals’s Fb feed. We will assume that loads of them are additionally displayed on Instagram.
We grouped adverts by comparable “themes” after we noticed some.
Concentrate on 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 strategy is attention-grabbing as a result of if the inventive performs nicely you’ll be able to create variations for different “wants” (they’ve one with “Want a contemporary coat of paint?” for instance).
Normal worth proposition
These Fb feed video adverts give extra of a fast overview of the apps’ foremost worth propositions.
Very easy and “direct”, it sums up what Ebates is and reveals companions. It’s also 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 together with a fast overview of the product as an alternative: how it’s completely different than coupons and the way it works.
It’s a great way to attraction to individuals curious about coupons and introduce Ibotta.
Additionally they have “variations” (the construction of the video is identical) in full animation (as an alternative of exhibiting the precise app UI) and dwell motion. Discover how whatever the “model” (life-style or animation) branding is distinguished and duplicate on the prime and really seen.
In fact when 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 exhibiting merchandise, then reveals how they are often bought (at lowered value) within the app. Flipp additionally makes positive 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 adverts for these apps are brief (< 15 seconds, usually < 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 usually present the product/app in use;
- All of them present model parts (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 number of the Fb advert creatives are additionally used on Pinterest, since customers’ conduct is fairly shut (a feed that you just scroll).
However for Flipp and Ibotta we additionally discovered just a few Pinterest advert creatives that aren’t used (or not used anymore) on Fb.
Observe: we will’t know for positive that these had been used as Promoted Movies on Pinterest, nonetheless the essential factor right here is that they’re made with the Pinterest feed in thoughts.
Our fast evaluation:
- Comparatively brief movies (< 30 seconds with most of them being < 15 seconds);
- Portrait 2:3 side ratio;
- Cautious selection of photographs (usually vivid and colourful photographs) – you’re competing towards numerous 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 operating 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 also 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 nicely.
Judging by the variety of apps the advert seems in, ibotta have to be spending a great quantity on the Fb Viewers Community.
Flipp can also be operating a number of the identical creatives as those they use for Fb feed adverts.
Ibotta has additionally been operating some adverts with Google App campaigns, since Cell Motion noticed some AdMob adverts in a number of gaming apps.
The creatives positioned on AdMob are the identical type because the Fb ones above.
In response to Cell Motion’s knowledge, it’s by way of AdMob that Flipp has displayed probably the most in-app video adverts for its iOS app. The movies displayed on AdMob brief and simple like you’ll be able to see within the instance beneath (a marketing campaign for Spanish-speaking nations on this case).
Different in-app advert networks
eBates additionally tried promoting by way of Unity, with completely different creatives. These video adverts 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 completely different ones used on Unity – not counting seasonal ad creatives for Black Friday, and so forth.):
These video adverts are panorama. This works nicely when they’re displayed in a panorama app/recreation (it’s the case when displayed inside [PROJECT:OFFROAD]) however not so nicely when they’re displayed in Dotcraft, an off-the-cuff recreation performed in portrait. Should you’re severe 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 completely 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 must be as easy as whenever 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. Each time an advert shows you’ll see somewhat “i” (data) that lets you confirm you’re trying on the right promoting associate.
Our fast evaluation:
- For Fb Viewers Community or AdMob, these advertisers usually use the identical advert creatives they run for feed adverts;
- To optimize, be sure you have video creatives in each panorama and portrait orientations;
- As a result of loads of these adverts usually are not skippable, you continue to need to seize the eye rapidly 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 by way of Google App campaigns. Because of this you don’t have management on which video asset is used on YouTube or elsewhere (e.g. Admob): it’s the AI that may determine this primarily based on the estimated asset efficiency or precise asset efficiency (and your bid).
We will’t know for positive how the video creatives beneath had been used, however after we see large quantity of views like beneath we may be fairly positive they’ve been used for promoting. If different movies they use for promoting are Unlisted, then we will’t entry them.
Ebates is the app that appears to be operating probably the most YouTube adverts, with a number of completely different creatives during the last yr or so.
The video with probably 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 nicely.
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 a number of the identical movies on YouTube and for TV business, like those beneath.
Our 2cts on this primary video is that it appears nice for TV, however for YouTube it’s a moderately sluggish begin: Ibotta just isn’t 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 current YouTube advert for Flipp, however they had been operating the one beneath about two years in the past (additionally one in every of their TV commercials):
Observe: you’ll be able to verify TV business 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 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 an amazing job at it);
- Sound performs an enormous half on YouTube and TV, so all video creatives have a voice over or actors speaking.
For this 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 may 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’ll be able to apply to your individual UA inventive technique!