Utilizing high-performing creatives is among the most essential levers to optimize consumer acquisition.
There’s not one artistic matches all: totally different channels and totally different placements typically require totally different sort of creatives or no less than slight variations of these creatives.
When producing picture ad creatives or video ad creatives you want to take note of the place they’re going to be displayed so you possibly can regulate things like facet ratio, period, tone or even type.
You’re both not chatting with the identical audience, chatting with the identical audience however at totally different occasions and elsewhere or any combination of those.
This is true with placements inside the similar “platform”, like Fb feed advertisements vs. Fb Story advertisements vs. in-app advertisements with the Fb Audience Network. It’s very true with Google App campaigns the place ad creatives can vary from a YouTube advert to an advert banner in a recreation.
Most established apps trying to scale their consumer acquisition efforts usually don’t restrict themselves to operating advertisements simply by way of Facebook and Google’s platform. The difference between advert creatives then gets much more obvious if you examine say a Fb feed ad to a TV business.
On this blog publish we take a look at how a number of apps’ advert creatives differ across consumer acquisition channels. Let’s examine the ad creatives (principally video advertisements) of a number of the prime cashback apps!
Notice: we shouldn’t have “insider information” relating to these app’s UA technique. We used a number of the obtainable instruments to conduct a aggressive evaluation, which suggests the record of creatives we received just isn’t exhaustive and for some channels only a “snapshot” taken at a selected time.
Listed here are the primary tools used:
- 1 Where do cashback apps promote?
- 2 Facebook/Instagram feed advertisements
- 3 Pinterest Advertisements
- 4 Twitter Advertisements
- 5 In-app ad community advertisements
- 6 YouTube Video Advertisements
Where do cashback apps promote?
Listed here are the 3 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 in fact their advert creatives also differ. But there are undoubtedly some similarities!
Let’s dive into the totally different sort of video advertisements used on these channels.
Facebook/Instagram feed advertisements
These are advertisements you’ll find by looking the Fb Advertisements Library.
These advertisements are the ones displayed in individuals’s Facebook feed. We will assume that plenty of them are additionally displayed on Instagram.
We grouped advertisements by comparable “themes” once we observed some.
Concentrate on 1 companion and/or product
This enables to target a selected audience for which the product or associate is appealing.
This video advert clearly leverages the associate branding and even the companion’s service. It also shows a clear value proposition as well as Ebates branding at all times.
It’s more delicate right here however their associate Lowe’s is featured. This strategy is fascinating as a result of if the artistic performs properly you possibly can create variations for different “needs” (they’ve one with “Need a fresh coat of paint?” for example).
Basic worth proposition
These Fb feed video advertisements give more of a quick overview of the apps’ essential worth propositions.
Very simple and “direct”, it sums up what Ebates is and exhibits partners. It’s also made compelling by the mention of a welcome bonus.
And here’s a variation the place the main target is on partners’ products as an alternative of their emblem. A nice addition is the Ebates emblem at the prime.
Ibotta tends to go together with a quick overview of the product as an alternative: how it is totally different than coupons and how it works.
It’s a good way to attraction to individuals keen on coupons and introduce Ibotta.
Additionally they have “variations” (the construction of the video is identical) in full animation (as an alternative of displaying the precise app UI) and reside motion. Notice how regardless of the “style” (way of life or animation) branding is outstanding and replica at the prime and really seen.
In fact when taking a look at advert creatives for this type of apps you’ll additionally find some “seasonal” ad creatives for things like Black Friday, winter or summer time.
Flipp has an analogous strategy, albeit with their very own positioning. It starts by displaying merchandise, then exhibits how they can be purchased (at decreased value) within the app. Flipp also makes positive to showcase some of their largest retail partners.
One other fascinating artistic is the one under, that’s more “inspirational” yet also provides an summary of how the app works.
Our quick analysis:
- Facebook feed advertisements for these apps are brief (< 15 seconds, typically < 10 seconds);
- The video creatives are simple in their messaging: they don’t seem to be “smart” and don’t really use storytelling. A direct message for a direct response;
- All of them use captions/text;
- They typically show the product/app in use;
- They all present model parts (emblem principally), including from their partners;
- A lot of the ad creatives are in square and in portrait 2:3 ratio.
It’s not shocking that a number of the Facebook advert creatives are additionally used on Pinterest, since users’ conduct is pretty shut (a feed that you simply scroll).
However for Flipp and Ibotta we additionally found a couple of Pinterest ad creatives that are not used (or not used anymore) on Facebook.
You will discover them within the Videos part of their Pinterest web page: Ibotta and Flipp.
Observe: we will’t know for positive that these have been used as Promoted Videos on Pinterest, nevertheless the necessary thing right here is that they are made with the Pinterest feed in mind.
Our fast analysis:
- Relatively brief videos (< 30 seconds with most of them being < 15 seconds);
- Portrait 2:3 facet ratio;
- Careful selection of pictures (typically vibrant and colourful photographs) – you’re competing towards plenty of good wanting things on Pinterest;
- Leveraging text overlays;
- Emblem included all through the video.
Although we know a few of these apps are operating twitter advertisements, we were not capable of spot any Twitter advertisements.
However here is an article with examples and greatest practices for Twitter ad creatives!
In-app ad community advertisements
In-app video advertisements are displayed inside different apps both by way of Facebook Audience Community, AdMob or different in-app ad networks.
Facebook Viewers Network
eBates can also be operating at the least two of the creatives we noticed earlier on the Facebook Audience Network.
Cellular Motion tells us that one of the app this video was displayed in is Bubble Pop Spinner
Similar factor for ibotta. They appear to run most of their Fb feed creatives on FAN as properly.
Judging by the variety of apps the advert appears in, ibotta have to be spending a very good quantity on the Fb Viewers Community.
Flipp can also be operating a few of the similar creatives as the ones they use for Facebook feed advertisements.
Ibotta has also been operating some advertisements with Google App campaigns, since Cellular Motion spotted some AdMob advertisements in a number of gaming apps.
The creatives placed on AdMob are the same type as the Facebook ones above.
Based on Cellular Action’s knowledge, it’s by way of AdMob that Flipp has displayed probably the most in-app video advertisements for its iOS app. The movies displayed on AdMob brief and easy like you possibly can see in the example under (a marketing campaign for Spanish-speaking nations on this case).
Other in-app advert networks
eBates additionally tried promoting via Unity, with totally different creatives. These video advertisements are longer (15 seconds and 25 seconds) and provides extra of an “overview” of the app.
Listed here are 2 of them (Cellular Motion spotted about 5 totally different ones used on Unity – not counting seasonal advert creatives for Black Friday, and so forth.):
Ebates is using a very comparable video to the primary one for their iPhone App Preview, which additionally they run as Apple Search Advertisements.
These video advertisements are landscape. This works nicely when they are displayed in a landscape app/recreation (it’s the case when displayed within [PROJECT:OFFROAD]) however not so nicely when they are displayed in Dotcraft, an off-the-cuff recreation performed in portrait. Should you’re critical about promoting with in-app ad networks, you also needs to have a vertical model of your creatives.
This is something ibotta is doing, both on Vungle and AdColony where they run a number of totally different creatives.
Ibotta has each vertical and horizontal versions of their creatives to maximize CTR and CVR
It’s also okay to have longer-form movies on these ad networks, because these video advertisements are often not skippable (a minimum of for several seconds). You don’t must be as simple as whenever you’re concentrating on someone in a social media feed.
An example from ibotta with an extended intro
You’re unsure how a selected in-app advert community shows video advertisements? Ask them or download one of many apps that used their sdk and have a look by your self. Every time an ad displays you’ll see slightly “i” (info) that permits you to confirm you’re wanting on the right advertising associate.
Our quick analysis:
- For Fb Viewers Community or AdMob, these advertisers typically use the same ad creatives they run for feed advertisements;
- To optimize, ensure you have video creatives in both panorama and portrait orientations;
- Because loads of these advertisements aren’t skippable, you continue to need to grab the eye shortly however it is okay to have extra of a “build up” compared to social media feed advertisements.
YouTube Video Advertisements
What about these apps’ YouTube advertisements?
If a product can be used on desktop (like eBates), then it is attainable that they are promoting via YouTube TrueView for Motion. If that’s the case they ship individuals to the website, not the app.
Otherwise, if the video creatives are used for app set up campaigns on YouTube then they are ran via Google App campaigns. Which means you don’t have management on which video asset is used on YouTube or some other place (e.g. Admob): it’s the AI that may determine this based mostly on the estimated asset performance or precise asset efficiency (and your bid).
We will’t know for positive how the video creatives under have been used, however once we see massive volume of views like under we could be pretty positive they have been used for promoting. If other videos they use for advertising are Unlisted, then we will’t entry them.
Ebates is the app that seems to be operating probably the most YouTube advertisements, with several totally 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 advertising as nicely.
Ebates additionally had a high-budget 3D animation TV business made earlier than the vacations last yr, leveraging a partnership with the film Grinch.
Ibotta is utilizing a number of the similar videos on YouTube and for TV business, like the ones under.
Our 2cts on this first video is that it seems great for TV, however for YouTube it’s a fairly sluggish begin: Ibotta shouldn’t be mentioned before zero:12. And there’s not branding/emblem in any respect before. A banner with emblem and tagline someplace may need been a sensible addition (like in the Ebates testimonials video).
They did this on this other ad under:
We couldn’t discover a current YouTube advert for Flipp, but they have been operating the one under about two years in the past (additionally one in every of their TV commercials):
Word: you’ll be able to examine TV business for these apps here.
Our quick evaluation:
- A lot of the apps operating TV commercials recycle them for YouTube (or vice versa);
- Movies are typically longer and more polished;
- Ideally the model continues to be mentioned/proven very early within the video. If wanted, overlay the model identify or emblem (but ideally it is included organically – the movies right here and right here do an ideal job at it);
- Sound plays an enormous part on YouTube and TV, so all video creatives have a voice over or actors speaking.
For this reason we advocate so as to add an extended, extra polished video to your Google App marketing campaign asset mix. That approach Google can serve it if it performs better than the shorter extra “direct response” square or vertical videos you may have already got.
That’s it for this take a look at advert creatives across channels for the cashback and coupons apps. Hope this gave you some insights you’ll be able to apply to your personal UA artistic strategy!
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