Today’s mobile growth is massively driven by paid user acquisition. Actually, mobile ad spend reached a 26% year over year growth to a whopping $240B in 2020 according to App Annie.
Such an acquisition is based on two pillars. First, user behavior events sent from the app back to ad networks providing 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 creative 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.
As the market matures and competition is more fierce than ever, it’s not anymore about throwing spaghetti at the wall and seeing what sticks. Many top publishers realized limitations of performance marketing and started investing into building a brand and paying attention to consistent communication.
Creative Case Study
BUILDING A NEW MOBILE BRAND
What it takes to position a new brand and create an app launch strategy.
Mobile video and static ads design based on a systematic approach
The creative process today combines art and science so it’s necessary to put a systematic workflow in place to align data-oriented marketers with idea makers and designers. Such operational workflow helps to generate new ad creatives – be it videos or statics – in desired volume, without the risk of burn-out of the creative team or producing nonsensical concepts that won’t perform for sure.
If we connect these pieces together – need for a lot of creatives, growing importance of brand, necessity to deeply understand your audience, interconnection of data and creativity – it’s crystal clear mobile advertisers can’t live without solid process and structured approach to marketing creatives development. Otherwise, they will not be able to take advantage of the growth potential that paid acquisition offers.
Mobile Marketing Creative Series is an answer to this: an ultimate guide of 10 core episodes and several complimentary topics that are going to 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 #DesignForGrowth!
Ready to learn about the first part, which is the audience analysis? Let’s continue reading here.
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