Today’s mobile growth is driven by paid user acquisition. In 2020, mobile ad spending reached a 26% year-over-year growth, bringing it to a whopping $240B (according to data.ai).
Such an acquisition is based on two pillars.
First, user behavior events sent from the app back to ad networks provide signals for algorithms who the best users are.
Second, ad creatives that make people click on a banner, video, or playable ad and drive them to the app stores. Out of these two drivers, events are a commodity where you can’t get much of an advantage which means the battle for users is decided on the creative field.
APP MARKETING AND PROMOTION IN TIMES OF AUTOMATED USER ACQUISITION
The challenge is you never know which mobile game or app creatives will work. 1 out of 20 gets strong traction and the biggest advertisers produce dozens of creatives with a ton of iterations every month to find the next winner.
Audiences are generally oversaturated with ads in Facebook feed, Instagram stories, Youtube videos… No one taps on generic ads with irrelevant messaging today. Therefore, the key to success is to understand your audience, who they are and mostly – what motivates them.
MOBILE VIDEO AND STATIC ADS DESIGN BASED ON A SYSTEMATIC APPROACH
The creative process today combines art and science. It’s necessary to put a systematic workflow in place to align data-oriented marketers with idea makers and designers. Such operational workflow helps generate new ad creatives–be it videos or statics–in the desired volume without the risk of burn-out or the production of nonsensical concepts that won’t perform.
If we connect these pieces together–the need for a lot of creatives, the growing importance of branding, the necessity to understand your audience, the interconnection of data and creativity–it’s crystal clear that mobile advertisers can’t live without a solid process and structured approach to creative development. Lacking this, they will not be able to take advantage of the growth potential that paid acquisition offers.
The Mobile Marketing Creative Series is an answer to this: an ultimate guide that will be released throughout the year. It’s a decade in mobile and two in marketing condensed into a practical blueprint with examples from AppAgent’s creative studio. Enjoy reading and don’t forget to subscribe to AppAgent’s newsletter to ensure you don’t miss an episode!
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