There’s a big difference between a mobile video ad that works...and one that doesn't. Great ads have relevance to the user and fit the context of the app they’re in – in other words, they create a positive experience. For advertisers, this translates into higher conversions and engaged, high-quality users.
Positive ad experiences also require a careful combination of art (creative) and science (data optimization). In this presentation, you'll find a few of the key insights that the Vungle Creative Labs team learned by running thousands of mobile ad campaigns.
Apply this thinking to your ad campaign, and you'll be one of the greats.
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