Using high-performing creatives is some of the essential levers to optimize consumer acquisition.
There shouldn’t be one inventive suits all: completely different channels and completely different placements typically require completely different form of creatives or at the least slight variations of those creatives.
When producing picture advert creatives or video advert creatives you must bear in mind the place they’re going to be displayed so you’ll be able to alter issues like facet ratio, length, tone and even fashion.
You’re both not chatting with the identical viewers, chatting with the identical viewers however at completely different instances and elsewhere or any mixture of those.
This is true with placements inside the identical “platform”, like Facebook feed advertisements vs. Facebook Story advertisements vs. in-app advertisements with the Facebook Audience Network. It’s very true with Google App campaigns the place advert creatives can vary from a YouTube advert to an advert banner in a sport.
Most established apps seeking to scale their consumer acquisition efforts usually don’t restrict themselves to operating advertisements simply by way of Facebook and Google’s platform. The distinction between advert creatives then will get much more apparent once you examine say a Facebook feed advert to a TV business.
In this weblog publish we check out how a number of apps’ advert creatives range throughout consumer acquisition channels. Let’s examine the advert creatives (principally video advertisements) of a number of the high cashback apps!
Note: we don’t have “insider data” concerning these app’s UA technique. We used a number of the accessible instruments to conduct a aggressive evaluation, which suggests the checklist of creatives we received shouldn’t be exhaustive and for some channels only a “snapshot” taken at a selected time.
Here are the principle instruments used:
Where do cashback apps promote?
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 in fact their advert creatives additionally differ. But there are undoubtedly some similarities!
Let’s dive into the completely different form of video advertisements used on these channels.
Facebook/Instagram feed advertisements
These are advertisements you could find by looking the Facebook Ads Library.
These advertisements are those displayed in folks’s Facebook feed. We can assume that loads of them are additionally displayed on Instagram.
We grouped advertisements by related “themes” once we noticed some.
Focus on 1 associate and/or product
This permits 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 refined right here however their associate Lowe’s is featured. This method is fascinating as a result of if the inventive performs properly you’ll be able to create variations for different “wants” (they’ve one with “Need a recent coat of paint?” for instance).
General worth proposition
These Facebook feed video advertisements give extra of a fast overview of the apps’ major worth propositions.
Very easy and “direct”, it sums up what Ebates is and exhibits companions. It can also be made compelling by the point out of a welcome bonus.
And here’s a variation the place the main target is on companions’ merchandise as an alternative of their brand. A pleasant addition is the Ebates brand on the high.
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 folks focused on coupons and introduce Ibotta.
They even have “variations” (the construction of the video is similar) in full animation (as an alternative of exhibiting the precise app UI) and reside motion. Notice how whatever the “fashion” (life-style or animation) branding is distinguished and duplicate on the high and really seen.
Of course when advert creatives for this sort of apps you’ll additionally discover some “seasonal” advert creatives for issues like Black Friday, winter or summer time.
Flipp has an analogous method, albeit with their very own positioning. It begins by exhibiting merchandise, then exhibits how they are often bought (at decreased price) within the app. Flipp additionally makes certain to showcase a few of their largest retail companions.
Another fascinating inventive is the one beneath, that’s extra “inspirational” but additionally provides an summary of how the app works.
Our fast evaluation:
- Facebook feed advertisements for these apps are brief (< 15 seconds, typically < 10 seconds);
- The video creatives are easy of their messaging: they aren’t “good” and don’t actually use storytelling. A direct message for a direct response;
- They all use captions/textual content;
- They typically present the product/app in use;
- They all present model parts (brand principally), together with from their companions;
- Most of the advert creatives are in sq. and in portrait 2:3 ratio.
It’s not shocking that a number of the Facebook advert creatives are additionally used on Pinterest, since customers’ habits is fairly shut (a feed that you simply scroll).
But for Flipp and Ibotta we additionally discovered a couple of Pinterest advert creatives that aren’t used (or not used anymore) on Facebook.
You can discover them within the Videos part of their Pinterest web page: Ibotta and Flipp.
Note: we will’t know for certain that these have been used as Promoted Videos on Pinterest, nonetheless the essential factor right here is that they’re made with the Pinterest feed in thoughts.
Our fast evaluation:
- Relatively brief movies (< 30 seconds with most of them being < 15 seconds);
- Portrait 2:3 facet ratio;
- Careful selection of photos (typically vivid and colourful photos) – you’re competing in opposition to numerous good trying issues on Pinterest;
- Leveraging textual content overlays;
- Logo included all through the video.
Although we all know a few of these apps are operating twitter advertisements, we weren’t in a position to spot any Twitter advertisements.
But right here is an article with examples and finest practices for Twitter advert creatives!
In-app advert community advertisements
In-app video advertisements are displayed inside different apps both through Facebook Audience Network, AdMob or different in-app advert networks.
Facebook Audience Network
eBates can also be operating at the least two of the creatives we noticed earlier on the Facebook Audience Network.
Same factor for ibotta. They appear to run most of their Facebook feed creatives on FAN as properly.
Judging by the variety of apps the advert seems in, ibotta have to be spending quantity on the Facebook Audience Network.
Flipp can also be operating a number of the identical creatives as those they use for Facebook feed advertisements.
Ibotta has additionally been operating some advertisements with Google App campaigns, since Mobile Action noticed some AdMob advertisements in a number of gaming apps.
The creatives positioned on AdMob are the identical type because the Facebook ones above.
According to Mobile Action’s information, it’s through AdMob that Flipp has displayed probably the most in-app video advertisements 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).
Other in-app advert networks
eBates additionally tried promoting by way of Unity, with completely different creatives. These video advertisements are longer (15 seconds and 25 seconds) and provides extra of an “overview” of the app.
Here are 2 of them (Mobile Action noticed about 5 completely different ones used on Unity – not counting seasonal advert creatives for Black Friday, and so forth.):
Ebates is utilizing a really related video to the primary one for his or her iPhone App Preview, which in addition they run as Apple Search Ads.
These video advertisements are panorama. This works properly when they’re displayed in a panorama app/sport (it’s the case when displayed inside [PROJECT:OFFROAD]) however not so properly when they’re displayed in Dotcraft, an off-the-cuff sport performed in portrait. If you’re severe about promoting with in-app advert networks, you also needs to have a vertical model of your creatives.
This 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 advertisements are normally not skippable (at the least for a number of seconds). You don’t must be as easy as once 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 advertisements? Ask them or obtain one of many apps that used their sdk and take a look by your self. Whenever an advert shows you’ll see a bit of “i” (data) that permits you to confirm you’re trying on the appropriate promoting associate.
Our fast evaluation:
- For Facebook Audience Network or AdMob, these advertisers typically use the identical advert creatives they run for feed advertisements;
- To optimize, be sure to have video creatives in each panorama and portrait orientations;
- Because loads of these advertisements aren’t skippable, you continue to need to seize the eye shortly however it’s alright to have extra of a “construct up” in comparison with social media feed advertisements.
YouTube Video Ads
What about these apps’ YouTube advertisements?
If a product can be utilized on desktop (like eBates), then it’s potential that they’re promoting by way of YouTube TrueView for Action. If that’s the case they ship folks to the web site, not the app.
Otherwise, if the video creatives are used for app set up campaigns on YouTube then they’re ran by way of Google App campaigns. This implies that 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 can determine this primarily based on the estimated asset efficiency or precise asset efficiency (and your bid).
We can’t know for certain how the video creatives beneath have been used, however once we see huge quantity of views like beneath we will be fairly certain 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 advertisements, 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 definitely used for promoting as properly.
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 fairly gradual begin: Ibotta shouldn’t be talked about earlier than 0:12. And there may be not branding/brand in any respect earlier than. A banner with brand and tagline someplace might need been a wise addition (like within the Ebates testimonials video).
They did this on this different advert beneath:
We couldn’t discover a latest YouTube advert for Flipp, however they have been operating the one beneath about two years in the past (additionally certainly one of their TV commercials):
Note: you’ll be able to examine TV business for these apps right here.
Our fast evaluation:
- Most of the apps operating TV commercials recycle them for YouTube (or vice versa);
- Videos are usually longer and extra polished;
- Ideally the model remains to be talked about/proven very early within the video. If wanted, overlay the model title or brand (however ideally it’s included organically – the movies right here and right here do an ideal job at it);
- Sound performs a giant half on YouTube and TV, so all video creatives have a voice over or actors speaking.
This is why we advocate so as to add an extended, extra polished video to your Google App marketing campaign asset combine. That means 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!