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1
MAKING VIDEO ADS PERSONAL
2
15,000
98%
GLOBAL FILL RATE
2 BILLION+
MONTHY VIDEO VIEWS
200 MILLION
MONTHLY UNIQUE DEVICES
TOP APPS
PRESENTATION TITLE
Month 2015 (or delete)
10 Stats 

on Engaging Mobile Video Creative
4
Do tell your story visually
70% of users have their
device muted or set to
inaudible
Make sure your ad speaks without needing to be heard
Tip: Use text overlays to emphasize key points
5
Do show the game experience
Ads that include visuals of a
person interacting with the game 

increase click-through rates (CTR) 

by more than 30%
6
Do include device visuals
Including devices in the ad has 

shown a 38% increase in CTR
7
Don’t save your best content for last
Lead with your most engaging messaging and visuals

(leave that 4-second company identifier at the end)
70% of users will skip an ad after 5
seconds in a skippable placement
8
Do make things interactive
Trivia Crack’s interactive end card 

allowed users to test out the game 

mechanic (answering a question) 

before they were prompted to
download
9
One of the benefits of interactive media is 

that you can show short game-play ads
that will always be more attractive to
users than static interstitial ads.
— Paul Del Pin, Sales & Marketing at Etermax, makers of Trivia Crack
“
”
10
Trivia Crack doubled conversion
11
Don’t lose flow between ad & end card
Interactive end cards with assets 

(characters, images, music)

from the prior video saw 

a 40% increase in CTR
12
Do optimize for length
Test 15- and 30-second versions of your ad to 

understand which drives conversion
EXTENDED CONTENT
COMPRESSED CONTENT
CONTENT BCONTENT A
CONTENT B
CONTENT A
0 15 300 15 30
Here are a few of the 

ways we test ads at 

Vungle Creative Labs
13
Don’t show the wrong orientation
15 30
Showing portrait ads (think, vertical) makes use of 

full-screen real estate on portrait-fixed apps
Letterboxing leaves 70% 

of screen real estate unused
CTR increases 22% & conversion 

increases 6% when an ad matches 

device orientation
14
Do localize for the region
15 30


Serve creative that features quality 

translation (in text and voiceovers)
Localizing interactive creative drove
a 100% increase in performance
15
And lastly, do A/B test everything
•15s vs 30s
•Branding vs. gameplay
•Human interaction
•Devices vs. no devices
•Voiceover vs. no sound & text overlay
15 30
16
15 30
• CTR increase of 22% with6% increase in conversion
All our stats in 

one handy chart
Visit vungle.com/blog for more insights
on mobile ad creative & optimization

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10 Stats on Engaging Mobile Video Creative

  • 2. 2 15,000 98% GLOBAL FILL RATE 2 BILLION+ MONTHY VIDEO VIEWS 200 MILLION MONTHLY UNIQUE DEVICES TOP APPS
  • 3. PRESENTATION TITLE Month 2015 (or delete) 10 Stats 
 on Engaging Mobile Video Creative
  • 4. 4 Do tell your story visually 70% of users have their device muted or set to inaudible Make sure your ad speaks without needing to be heard Tip: Use text overlays to emphasize key points
  • 5. 5 Do show the game experience Ads that include visuals of a person interacting with the game 
 increase click-through rates (CTR) 
 by more than 30%
  • 6. 6 Do include device visuals Including devices in the ad has 
 shown a 38% increase in CTR
  • 7. 7 Don’t save your best content for last Lead with your most engaging messaging and visuals
 (leave that 4-second company identifier at the end) 70% of users will skip an ad after 5 seconds in a skippable placement
  • 8. 8 Do make things interactive Trivia Crack’s interactive end card 
 allowed users to test out the game 
 mechanic (answering a question) 
 before they were prompted to download
  • 9. 9 One of the benefits of interactive media is 
 that you can show short game-play ads that will always be more attractive to users than static interstitial ads. — Paul Del Pin, Sales & Marketing at Etermax, makers of Trivia Crack “ ”
  • 11. 11 Don’t lose flow between ad & end card Interactive end cards with assets 
 (characters, images, music)
 from the prior video saw 
 a 40% increase in CTR
  • 12. 12 Do optimize for length Test 15- and 30-second versions of your ad to 
 understand which drives conversion EXTENDED CONTENT COMPRESSED CONTENT CONTENT BCONTENT A CONTENT B CONTENT A 0 15 300 15 30 Here are a few of the 
 ways we test ads at 
 Vungle Creative Labs
  • 13. 13 Don’t show the wrong orientation 15 30 Showing portrait ads (think, vertical) makes use of 
 full-screen real estate on portrait-fixed apps Letterboxing leaves 70% 
 of screen real estate unused CTR increases 22% & conversion 
 increases 6% when an ad matches 
 device orientation
  • 14. 14 Do localize for the region 15 30 
 Serve creative that features quality 
 translation (in text and voiceovers) Localizing interactive creative drove a 100% increase in performance
  • 15. 15 And lastly, do A/B test everything •15s vs 30s •Branding vs. gameplay •Human interaction •Devices vs. no devices •Voiceover vs. no sound & text overlay 15 30
  • 16. 16 15 30 • CTR increase of 22% with6% increase in conversion All our stats in 
 one handy chart
  • 17. Visit vungle.com/blog for more insights on mobile ad creative & optimization