May 2022 Mobile App UA and Creative Roundup

TikTok has added first- and third-party cookies to their Pixel. Facebook introduced new creative fatigue guidance to recover ad performance sooner. And in-game advertising is gaining traction among non-gaming companies. Read this May 2022 roundup of platform updates and creative trends for mobile app marketers.

Questions? Let’s meet up at MAU Vegas! Our team will be at MGM Conference Center Booth #410 or come see our talk with Zynga and Jam City at 2 pm Weds: The UA Formula to Beat the 95% Creative Failure Rate. We are looking forward to connecting with the mobile app community in person! Not attending? Feel free to schedule a call with me to discuss your creative strategy.

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May 2022 Mobile App UA and Creative Roundup

 

Check Out Our 3D Animation & Live Action Creative

UA and Creative Trends in May 2022

 

TikTok UA Hot Tips and Updates for May 2022

TikTok UA Hot Tips and Updates for May 2022

TikTok recently released several new UA tools to help marketers improve performance including first- and third-party cookies, a new contextual advertising solution, and a platform for trending topics.

 

in-app-ad format rewarded video

Most Loved In-App Format? Rewarded Video

Advertisers, publishers, and mobile gamers all love rewarded video ads. Discover why in-game advertising is gaining traction among non-gaming companies.

 

in-game advertising trends

[Infographic] In-Game Advertising Trends

See why in-game ads have proven benefits for advertisers seeking contextual placement, brand-safe environments, and captive audiences.

 

Facebook predicts creative fatigue

New Facebook Tool Predicts Creative Fatigue

Facebook Ads Manager introduces new creative fatigue guidance that alerts when ads are predicted to fatigue so advertisers can recover performance sooner.

 

Video Ad Specs

[Infographic] TikTok + Reels + Snapchat: Video Ad Specs That Work Across Channels

From file types to creative filters, find out which ad specs ensure proper optimization and improve video ad results across media channels.

 

episodic ads

How to Make the Best Episodic Ads for Your Mobile Game

Every game genre can drive viral installs with episodic ads and deliver the promise of “to be continued…” Discover the pitfalls and pointers from our team of Hollywood storytellers and animators.

 

Infographic: In-Game Advertising Trends

From viewer receptivity to different ad formats, check out our newest infographic to see how in-game advertising continues to grow across industries.

 

in-game advertising trends infographic

 

Join Our Team!

We are hiring across all departments! We have been fully remote since our founding and we’ve thrived in this model for nine years. Come work with us as we enter our 10th year with the support of Brainlabs!

See all of our Global-Remote openings

  • User Acquisition, Senior Manager
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  • Junior Creative Director
  • Engineering Product Manager
  • Sales and Marketing Manager, Corporate
  • After Effects / Animator

 

Consumer Acquisition in the News

Check Out Our Creative Reels!

Reels May 2022

More Creative Trends

Helpful Content

For more information on the UA trends we will be watching in 2022, please contact sales@consumeracquisition.com.

TikTok UA Hot Tips and Updates for May 2022

Get insider details on fresh TikTok UA tips and tools including:

  • First- and third-party cookies added to TikTok Pixel
  • Pulse, a new contextual advertising solution
  • Insights platform for trending topics
  • A new mobile gaming playbook

TikTok UA Tips and Updates for May 2022

To help UA and creative teams adjust to the evolving ad ecosystem, we’ve compiled the latest tips, updates, and guidance for TikTok UA campaigns. TikTok For Business has introduced several new features to enhance its advertising capabilities, so UA teams have some great new tools to try out. And if you’d like expert TikTok UA tips and recommendations from our UA team, feel free to contact us here. Our market insights and creative expertise come from managing over $3.5 billion in creative and social ad spend for the world’s largest mobile apps and web-based performance advertisers. Here’s what’s happening in TikTok mobile advertising.

 

TikTok Capitalizes on Contextual Advertising

With the goal of increasing user reception to ads, TikTok is focusing efforts on serving ads more closely aligned with user behavior, and relevant to the content being viewed. A recent study found that contextual ads increased memorability by 76% and favorability by a staggering 107%. Serving ads based on context is proven to increase user sentiment and user engagement.

TikTok UA Contextual Ads
Source: Business of Apps

 

TikTok Pulse

TikTok capitalizes on contextual ad placement with the launch of TikTok Pulse, “a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed.” TikTok suggests that aligning brand presence with more relevant content fosters a sense of community that inspires creators and app discoverers alike. According to TikTok, “Pulse is designed to give brands the tools and controls to be a part of these everyday moments and trends that engage the community.”

TikTok UA Stats on Pulse Performance
Stats on Pulse performance via TikTok Newsroom

 

Key Features for Pulse

  • Advertisers receive placement within the top 4% of trending videos
  • Placement within 12 culturally relevant categories including gaming, cooking, beauty, fashion, and more
  • Inventory filter and campaign measurement tools ensure ads are paired with verified content for brand suitability

 

TikTok’s Insight into Current and Past Trends

TikTok’s new Insights platform supports marketers with an easy tool that offers trend transparency over time. Marketers can view trending topics over time based on audience generation, holidays, industries, and years. While the analysis is currently quite broad, marketers new to TikTok will gain data on user sentiment and behaviors as they plan campaigns.

TikTok New Business Platform
Source: TikTok for Business

 

Increasing Visibility for Mobile Games

TikTok For Business released its mobile gaming playbook that highlights best practices for brands to engage with gaming audiences. The resources show how the platform embraces gaming culture and how to leverage emerging gaming trends to enhance brand image. The diverse gaming community thrives on interaction and engagement, with TikTok’s top 100 gaming-related hashtags earning 40 billion views per month. 1 in 5 users says they downloaded/purchased a game because of an ad on TikTok. 65% of US TikTok users have made an in-app purchase within the last 3-6 months, offering marketers an opportunity to get in front of known spenders.

TikTok Stats and Hashtags
Stats and hashtags via TikTok For Business Mobile Gaming Playbook 101

Tailored TikTok Campaigns

Advertisers can tailor TikTok campaigns based on objectives and KPIs for all stages of mobile game marketing: pre/soft launch, launch, scaling, retaining, and monetizing. Owned content, creator content, and in-feed video are used in tandem to create the best possible mix. During pre-launch, advertisers can use organic and paid content to validate product-market fit and optimize content. During the launch, growing the player base through direct response user acquisition is a critical focus. Once the player base is established and growing, advertisers should expand brand visibility and optimize for value. Finally, rewards, content updates, and community engagement increase loyalty, and by extension, player retention and monetization. View TikTok’s Mobile Gaming Playbook here.

TikTok Mobile Gaming Chart
Chart via TikTok For Business Mobile Gaming Playbook 101

 

TikTok Adds Cookies to their Pixel

TikTok’s in-platform capabilities are robust, but attribution has long been an issue for advertisers seeking to validate their TikTok campaigns. Even with cookies (eventually) going away, TikTok has added first-party cookies to their site conversion pixel, allowing advertisers to track site behavior and attribute ads across browsers. Additionally, TikTok now requires advertisers to collect and pass third-party cookies to TikTok. In their documentation, TikTok states:

“As identity continues to become increasingly fractured and uncertain, and as third-party cookie deprecation continues to delay, we have decided to bring our product offerings in line with the industry by activating the use of first- and third-party cookies. Cookies will supplement existing event data advertisers already share with TikTok, and will improve both the quality and dependability of event data.”

TikTok’s third-party cookie will dramatically improve attribution, particularly within their already flourishing shopping community. Unlike Facebook, TikTok has historically been accommodating to users leaving the app when linked to an outside browser. By allowing advertisers and influencers to direct users to off-platform marketplaces, TikTok has actually encouraged shopping behavior. This flexibility paired with the Pixel and cookies provides TikTok an opportunity to “improve matching and attribution capabilities.”

 

 

 

TikTok Cookies and Pixels
Source: TikTok Business Help Center

 

Diverse Content Drives Results on TikTok

As we’ve reported, without deterministic tracking on iOS or effective lookalike audiences, relying on general broad-stroke creative won’t be enough to profitably expand your audience. However, persona-led creative developed around player motivations, preferences, and interests is the key to sustainable user acquisition. In TikTok’s Creative Solutions: The Ultimate How-to Guide their recommendation is clear: “in order to captivate new audiences, the key is to continuously share fresh and diverse content.” With the platform built on a content graph instead of a social graph, “diverse discovery” keeps users “inspired and energized.”

TikTok UA Do's and Don't's
Source: TikTok For Business

 

TikTok Creative Guide

Our 2022 TikTok Creative Guide provides an in-depth analysis of creative trends along with actionable insights to drive creative performance. Understand how different styles of UGC ads work and get TikTok creative testing and media buying recommendations. Working with a knowledgeable marketing partner that can provide quantitative creative testing ensures you get the best performance from your TikTok ads. Email us at sales@consumeracquisition.com to discuss your creative and user acquisition goals.

Most Loved In-App Ad Format? Rewarded Video

Rewarded video ads are universally popular among advertisers, publishers, and mobile game players, alike. Read our latest blog post to learn more about the most loved in-app ad format, rewarded video.

  • Understand different types of in-app advertisements
  • Discover why in-game advertising is gaining traction among non-gaming companies
  • Find out which in-app ad formats bring in high-value users

Most Loved In-App Ad Format?
Rewarded Video

In-game advertising among non-gaming companies is gaining notable traction among marketers. According to MarketingDive, major brands such as Unilever and American Eagle are “using gaming to support commerce goals and court favor with hard-to-reach audiences.” Setting aside “gamer” stereotypes, mobile games appeal to hugely diverse audiences and offer marketers an increasingly flexible environment to reach them.

In-game ads have great benefits for advertisers seeking contextual placement, brand-safe environments, and captive audiences. And the market is only growing. By 2027, the in-game advertising market is expected to grow by a healthy 19.5% up from $5.29 billion in 2020, according to Report Ocean. “As marketers contend with the deprecation of cookies and changes to other identifiers, an embedded approach in gaming could have greater appeal. Gamers, after all, are held at rapt attention given the interactive nature of the medium,” says MarketingDive.

Types of Ads Displayed in Games, by Genre

rewarded video ads
Source: PocketGamer

 

In-App Ad Formats

Among the different in-app ad formats, rewarded video ads are universally popular among advertisers, publishers, and mobile game players, alike. Based on the user experience, players are 64% more likely to engage with an in-game rewarded ad than a sponsored post on social media.

As users playing a mobile game are actively participating in something they enjoy, they tend to accept ads in exchange for a free-to-play (F2P) experience. When interviewed, 82% of users said they’d much rather play free games than purchase paid ones and the higher volume of F2P users makes measurement and tracking at scale more efficiently. Users are accustomed to ad monetization models and generally understand how ads factor into the free-to-play mobile game experience. In fact, players often actively seek out opportunities to view ads if they unlock a reward within the game.

“For media buyers running in-app campaigns, I recommend maxing out rewarded video before anything else. Prioritize SDK networks like IronSource, Unity, and Applovin. Then run banners, interstitials, and rewarded video on Facebook audience network, Google display, YouTube for mobile and TikTok’s Pangle.”

– Bo Jacks, Director of UA, Consumer Acquisition by Brainlabs

 

REWARDED VIDEO ADS

Players served rewarded video ads receive an in-game benefit for watching, such as hard currency or extra lives. This format is a win-win situation for all parties involved. Because advertisers get high CTRs while developers enjoy the ad revenue. No matter what kind of rewards or apps are being advertised, the opt-in nature of rewarded ads means players are very likely to stick around for the duration of the ad after starting. If a player quits early, they forfeit the reward. Users are generally supportive of this kind of ad, with 77% of them willing to sit through a 30-second ad if it means getting retail discounts. According to eMarketer, rewarded video ads are the most prevalent format, given their high completion rates. Unity Ads calls rewarded video as the “hottest revenue generator” in in-game advertising.

 

INTERSTITIAL ADS

Interstitial ads have been around since the early days of F2P. They take up the viewer’s full screen for a certain period of time, after which the viewer can skip the ad or elect to install the app. While both static images and video can be used in this format, it’s highly recommended to use video content as it provides a more entertaining experience for the user. Compared to rewarded video, players typically don’t get anything out of the experience so they tend to be neutral about interstitials. From a developer perspective, the key to successful interstitials lies in making them as unobtrusive as possible, ensuring the ads are placed within natural gameplay pauses and at predictable locations.

 

BANNER ADS

Unlike interstitial ads, banner ads do not interrupt gameplay or app activity since they are designed within the user interface. When executed well, banner ads can even feel like a part of the game’s universe. Portrait-mode apps tend to favor these ads since they are usually discrete and do not take much space. Banner ads benefit advertisers with their cheaper costs and simple production process. This format tends to be less favored by developers and publishers due to lower revenue. So it’s usually better to employ them as part of a comprehensive advertising strategy, rather than as standalone performers.

 

OFFER WALLS

Similar to rewarded video ads, offer walls allow users to claim a reward for completing a specific activity. For example, engaging with another app or filling out a survey. Offerwalls are often located within an app’s store and provide many options to users. Although offer walls are less popular than they used to be, there are still plenty of reasons to use them. With the promise of high-quality users, advertisers only pay publishers when the target goal is reached. So there’s little risk of wasting an investment.

 

PLAYABLE ADS

Playable ads are the most production-intensive type of ad and are specifically for mobile games. They introduce a mini-game that showcases the core features of the app being advertised. Upon completing it, players are prompted to install the application. Users generally perceive playable ads as the most enjoyable of all ad types. Advertisers should note that the CPI for playable ads is at an all-time low ($1.98), making them a highly competitive option even when compared to rewarded ads. This is especially true on Android as the CPI is at $1.41 over there, much lower than the iOS average at $3.66. Playables also tend to acquire high-quality users since players who have tested a game are far less likely to quit after installing it.

 

HOW WE CAN HELP

rewarded video ads

Our Creative Studio provides clients with bespoke ad creative driven by Hollywood storytelling and quantitative analysis. Mobile app marketers and web-based performance advertisers come to us for end-to-end, outcome-oriented creative, integrated user acquisition, and creative optimization. Through our proprietary technology AdRules, we make creative and media buying decisions based on our clients’ real-time financial performance.

Our creative expertise comes from managing $150m in monthly ad spend across Facebook, Google, TikTok, Snap, and Apple Search Ads. Creating and testing 100K videos and images each year for clients provides us unparalleled insights into the evolving mobile advertising ecosystem. From our strategic analyses of IDFA loss and media buying automation to tactical guidance for A/B testing, we ensure our clients can adapt and thrive. Contact us at sales@consumeracquisition.com to work with our team.

Facebook Tips for Mother’s Day Advertising 2022

With Mother’s Day almost here, Facebook for Business shared with us some timely tips for advertisers to make the most of the holiday.

  • Understand market opportunities
  • Provide inspiration to gift-givers
  • Get creative recommendations

Facebook Tips for Mother’s Day Advertising 2022

 

A key growth opportunity

To understand the value of the Mother’s Day market, consider participation at the national level: 83% percent of U.S. adults celebrate the holiday, translating to an enormous brand growth opportunity that boosts sales averages and increases visibility. The National Retail Federation (NRF) reported a $2B increase in consumer Mother’s Day spending from 2020 to 2021, with average spending increasing every year since 2018.

Online spending continues to increase, even compared to pre-pandemic numbers. Facebook notes that 34% of consumers plan to shop online and have their Mother’s Day gifts delivered directly. This presents a massive opportunity for eCommerce marketers, in particular.

facebook tips for mother's day 2022 overview
Source: National Retail Federation, Mothers’ Day Consumer Spending & Celebration Plans

 

Retailers Should Inspire Gifters

32% of Mother’s Day gifters always/very often look to retailers to provide inspiration for their gift-giving. Irrespective of demographics, NRF identifies core purchase motivators as convenience, uniqueness, cost, and creating a special memory.

faceboo tips for mother's day inspiration
Source: National Retail Federation, Mothers’ Day Consumer Spending & Celebration Plans

 

Ad Creative

With consumers looking for retailers to inspire them, advertisers must craft campaigns and utilize ad creative that addresses those top motivations. Persona-led and motivation-driven ad creative will improve direct response results. Create “special memories” by evoking care, wonder, or nostalgia. A Mother’s Day celebration isn’t typically an ordinary, everyday experience, so gifters seek out unexpected and unique gifts. While jewelry continues to dominate gift spending, consumer electronics is a competitive category, following after special outings and experiences. Self-care and fitness gifts are also on the rise. Advertisers must understand the underlying values, desires, and behaviors of target customers to inspire their purchase decisions.

facebook tips for mother's day gifting

Creative Facebook Tips

Facebook for Business recommends the following tips for Mother’s Day creative.

  • When incorporating seasonal assets (as many eCommerce advertisers will be doing), include strong, attractive branding to ensure your offering stands out
  • Highlight the value of the experience (not the product) to inspire the consumer
  • Remember that your product encapsulates a set of emotions from a gifter to the receiver
  • Appeal to the human (not the wallet) with great storytelling and alignment of values
  • Leverage user-generated content for a sense of community and authenticity
  • Make it beautiful, says Facebook: “Inviting, captivating visuals followed with direct pushes towards your desired action allow for the merging of performance and branding in a flawless way”
Facebook tips for mother's day messaging
Source: Facebook for Business

 

 

Want better results from Facebook performance advertising?

Working with a knowledgeable marketing partner that can provide market resources and Facebook expertise ensures you get the best performance from your platform ads. Email us at sales@consumeracquisition.com to discuss your user acquisition goals.

 

Check out our Creative Reels

Reels April 2022

 

In-Game Advertising Trends [Infographic]

In-game advertising has proven benefits for advertisers seeking contextual placement, brand-safe environments, and captive audiences. Setting aside “gamer” stereotypes, mobile games appeal to hugely diverse audiences and offer marketers an increasingly flexible environment to reach them. “As marketers contend with the deprecation of cookies and changes to other identifiers, an embedded approach in gaming could have greater appeal. Gamers, after all, are held at rapt attention given the interactive nature of the medium,” says MarketingDive.

Data from our article Most Loved In-App Ad Format? Rewarded Video is summarized in this infographic In-Game Advertising Trends.

 

In-Game Advertising Trends Infographic

in-game advertising trends infographic

Sources

In-Game Advertising Market to reach USD 18.41 billion by 2027 | IPS News
Mobile Gaming Market – Growth, Trends, COVID-19 Impact, and Forecasts (2021 – 2026)
3 Reasons why Mobile Games Represent a Huge Opportunity for Digital Marketers
20+ Intriguing Mobile Gaming Statistics: How Effective is Mobile Marketing in 2022?
55 Mobile Gaming Demographics Statistics: 2022 Data on Market Share & Spending
The Consumer Engagement Crossroads: Getting consumers to opt in before they opt out
The Mobile ePCM Report: In-App Ad Monetization Worldwide
Smaato and Liftoff Reveal the Most Engaging In-App Ad Formats
Rewarded Video Ads: Statistics and Best Practices for 2022
Rewarded Video Ads Monetization: App Developers Guide
Playable in-game ads are most effective but marketers should consider motivation
What Mix of In-App Ad Formats Are Mobile Game Developers Worldwide Using?
What Are US Mobile Gamers’ Attitudes Toward In-App Advertising? | Insider Intelligence
Playable Ads: Creation, Examples & Tutorial | ironSource
Offerwalls Impact On IAP, Engagement & Retention | Tapjoy

Want better results from video ads for TikTok, Instagram, Facebook, or Snap?

Our industry expertise comes from managing over $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers, including Glu, Roblox, Wooga, Zynga, and Skillz. Our proprietary full-stack marketing platform AdRules provides real-time business intelligence and creative research from 3.5 million video ads across social channels.

As the mobile advertising ecosystem has evolved, we have focused on being a reliable source of mobile app industry insights and trends. Our strategic analyses of IDFA loss and media buying automation, along with tactical guidance for user acquisition and creative teams, has helped advertisers remain profitable during an unprecedented era of change. Our industry expertise has earned coverage from CNBC, Forbes, SeekingAlpha, Business Insider, VentureBeat, TechCrunch, Mobile Marketing Magazine, and many more.

Working with a knowledgeable marketing partner that can provide extensive quantitative creative testing ensures you get the best performance from your UGC ads. Email us at sales@consumeracquisition.com to discuss your user acquisition goals.

DOWNLOAD In-Game Advertising Trends Infographic NOW

New Facebook Tool Predicts Creative Fatigue

Facebook released a new tool that predicts creative fatigue. In this post, we will explain the details of this new feature and help you do the following: 

  • Diagnose creative fatigue patterns early
  • Receive improvement recommendations from Facebook
  • Recover campaign performance faster
  • Avoid increased costs per action

New Facebook Tool Predicts Creative Fatigue

Facebook Ads Manager introduced new guidance for when an ad set is predicted to fatigue, before and after starting a campaign. During ad creation, advertisers will receive a “creative limited” prompt if Facebook predicts the ad set will likely fatigue within 7 days. Once an ad set is published, the prompt may surface as early as 3 days post-launch in the Delivery column and Account Overview if the ad set appears to be nearing fatigue. With this early detection from Facebook, advertisers can update their ad creative before declining campaign performance is unrecoverable.

facebook Tool Predicts Creative Fatigue

How Facebook Identifies Creative Fatigue

Facebook can determine if an audience has seen the same ad too many times. Facebook analyzes the cost per result for all recent exposures of the ad’s image or video. This includes those from other campaigns. If the cost per result is approaching twice as much as past ad performance, the ad will be flagged with “creative limited” status. If the cost per result is twice as much or more than past ads, the ad will have a “creative fatigue” status.

 

Facebook’s Creative Recommendations

If ad creative receives a limited or fatigue prompt, Facebook provides some recommendations. Increase audience size or create a new ad materially different from the original creative, while keeping the original creative running to maximize results. Facebook also recommends dynamic experiences. Facebook uses a proven algorithm to distribute dynamic creatives personalized by user predictive measures. By using the same image or video in each dynamic ad, reach is maximized through result-driven variations.

New Facebook Tool Predicts Creative Fatigue
Source: Facebook for Business

 

Every Ad Will Eventually Fatigue and Die

As dramatic as it sounds, no ad will perform forever. Based on over 100,000 videos and images we produce and test yearly for our clients, our research has shown that winning ads last only 10 weeks, before they burn out. We have performed over 25,000 A/B and multivariate tests on Facebook, Google, TikTok, and Snap and have learned that 85-95% of new creative concepts fail to outperform the best ad in a portfolio. To survive in this volatile ad ecosystem, 20-50 new concepts are needed to find the next winning creative. And you’ll need to keep developing new concepts to stay ahead of creative fatigue. 

New Facebook Tool Predicts Creative Fatigue

How We Can Help

Our Creative Studio provides clients with bespoke ad creative driven by Hollywood storytelling and quantitative analysis at scale. Mobile app marketers and web-based performance advertisers come to us for end-to-end, outcome-oriented creative, integrated user acquisition, and creative optimization. Through our proprietary technology AdRules, we also make creative and media buying decisions based on our clients’ real-time financial performance. Also, to help our clients stay ahead of creative fatigue, we use our proprietary Ad Concept Model. This creative development tool pairs creative trends with motivational drivers to guide creative exploration aligned with target audiences.

Wooga and Rovio Testimonials

Creative Expertise

Our creative expertise comes from managing $150m in monthly ad spend across Facebook, Google, TikTok, Snap, and Apple Search Ads. We also create and test 100K videos and images each year for clients. This provides us unparalleled insights into the evolving mobile advertising ecosystem. From our strategic analyses of IDFA loss and media buying automation to tactical guidance for A/B testing, we ensure our clients can adapt and thrive. Contact us at sales@consumeracquisition.com to work with our team.

 

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Reels April 2022

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