Our creative best practices

A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices:
Personalize the message according to the various targets
– The creatives must be tailored to each type of target audience.
– This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting.
– It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click.
– This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time.
– Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy.
For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average.
For the Majelan campaign, which targets its main personas through dedicated creatives that highlight their centers of interest, Addict Mobile increased the CTR by 18% using the new strategy.
Sidebar:
Recent changes to platforms no longer allows users to be targeted as astutely. The creative therefore becomes a new targeting method. If the message contained in a creative is addressed to a specific target in a fairly clear and precise manner, there is no need to configure precise targeting across the platform on which you disseminate the campaign.
What you need to remember:
The limitation on user data available (primarily because of iOS 14.5) restricts precise targeting. You should therefore work on wider targeting in order to reach the desired target audiences. The creative has thus become a targeting tool in itself.
Adapt the creatives according to the sources
Some platforms are distinguished by codes and uses that are unique to them.
The audiences that visit them behave in a completely different way. Their expectations and needs are also different.
Their creatives must be adapted in line with the sources.
Tiktok: the app is aimed at a young, and even a very young audience. The creatives to be used for UA must come as close as possible to the organic content found there: short videos made by the users.
– You need to play on the homemade effect in the captions, with a more direct tone, plenty of transition effects, match the rhythm of the video to the sound and lastly, play with the challenges and surprise effects.
– Furthermore, creatives burn out faster on this source and you need to frequently refresh its campaigns with new assets.
Google:
– Creative excellence is recommended by Google. The platform rewards creatives that are made available in multiple formats (square, landscape, portrait) to automatically cover a maximum of spaces.
– You also need to consider the different formats offered by the platform (Bumper, Trueview) in order to disseminate over a maximum of slots.
In fact, the Google UAC tool disseminates campaigns automatically over all the available formats.
Facebook:
– Disseminating over Facebook means disseminating over a varied list with different formats (Facebook, Instagram, Messenger, Audience Network). Adapt your creatives accordingly for each list (9:16, 4:5, 1:1, 16:9)
– Design your videos for mobile devices.
1)Your videos must be succinct and dynamic. The first few seconds are key to capturing attention. Include your message in the first 3 seconds.
2)Add music, and subtitles if there is dialogue
– On your static creatives, limit the elements on the visual so as to better highlight your value proposition.
Snapchat:
– 100% video network that must be considered in this manner: active sound, dynamic visuals, flashy colors
– The first 3 seconds are decisive for conversion: this is the moment when the user decides whether to continue the video or move onto the next content
– The platform currently offers two complementary slots for performance:
1) Story Ads: Tile that appears on the user’s discover tab feed, followed by a series of several videos that all include a CTA
2) Snap Ads: Ads that appear between the content stories followed by the user
NEWS
Article in relation

The importance of Firebase in managing Google UAC campaigns
You’ve probably noticed that for some time now Google has been recommending the integration of Firebase for managing mobile application installation campaigns on its network. In this article, we’ll explain why Firebase has become essential, how it will improve your campaign results, and how to align it with your MMP. Higher-quality signals The recommendation to integrate Firebase is in line with the market, where all stakeholders are asking for the integration of their SDK or technical solutions to improve the signals received by their algorithm. (E.g. Facebook and Snap with their own SDK or Conversions API). More concretely, Firebase will allow Google to receive standardized data that will be quicker and easier to process for its machine learning models. Plus, the models will also have access to new signals in the user journey which will allow for a better understanding of each user. New features to boost your results Accessing this new data will unlock a number of new features for your Google UAC campaigns. Below is a non-exhaustive list: – A shorter learning phase. Google campaigns can have a longer learning phase than other sources. Firebase will solve this problem. – Take advantage of Automated […]
Publié le 15 June 2022- Utilities
- Acquisition

Are creatives the new targeting in a post iOS 14 world?
The arrival of iOS 14 has limited ad targeting options: it means less data collected and the data is less accurate. So we need to find new alternatives to target users and make them more receptive to ads. At Addict, we conducted tests on several of our clients which demonstrated that using creative content as a targeting tool sometimes works better than generic content on specific audiences (with added benefits). You have to really know your users and be able to segment them into user types. For example, for a game app there are casual gamers, hard core gamers, newbies or, in the case of a photo app, there are people who want to buy a gift, travelers etc. Based on this segmentation, the aim is to design ads tailored to each target, based on their interests, their tastes or practices etc. The aim is not to restrict the algorithm but let it target the right users based on the creative content. Reduced targeting capabilities with iOS 14 The advent of iOS 14 gives users more control over the data they want to share with apps. In reality, when a user downloads an app, a pop-up appears asking […]
Publié le 12 April 2022- Utilities
- Creatives

New super fast video variation creation tool and addresses the challenge of reducing Ad Fatigue in mobile advertising.
With this new technology, we addresse one of the major challenges in user acquisition: continuously updating creative assets to avoid the phenomenon of Ad Fatigue.. This tool can be used to automatically create variations of all the elements that make up a video: format, language, image, colors, effects, texts… depending on needs. It helps to increase install volumes and budgets by updating visuals and thus increasing the ROI of campaigns by reducing CPI. Creative content, a key element in mobile acquisition On average, 70% of advertising investment represents 3% of the visuals produced. However, visuals represent about 75% of a campaign’s ROAS. For advertisers, the challenge is to identify the right creative content to achieve goals, limit the risk of ad fatigue and increase investment in successful visuals. To address these challenges, A/B testing strategies are highly effective to understand which graphic combination will work best. This is why Addict Mobile’s technology can automatically edit all the dynamic and static content in videos: template, format, language, assets, colors, effects, texts, buttons. Everything is possible from videos to static content. It makes producing variations of ads child’s play and boosts your user acquisition strategy. A vital tool to streamline production time […]
Publié le 2 February 2022- Utilities