We’ve all seen big changes in user acquisition (UA) advertising in the last few years. Artificial intelligence (AI) is automating more and more of media buying, as the best practices outlined in Facebook’s Structure for Scale framework demonstrate.
As a result, the AI optimizing the ad platforms has gotten better and better, it’s leveled the playing field for advertisers big and small. Now, creative is the key differentiator driving profitable UA.
And, while quality and volume of creative are key factors in success, we’ve discovered that they’re not the only factors that drive UA success.
Monitoring creative trends and doing an in-depth competitive analysis is a must within any UA or creative team today. We’ll share the latest trends and best practices we’re seeing.
But, cutting edge advertisers don’t stop there. They also incorporate market segmentation analysis by integrating player profiles and user motivations into their creative strategy.
Player profiles are actually an old idea in game design, but they’re a very new idea in advertising. As of late last year, only about 10% of the UA teams we reached out to were using player profiles, and they tended to be the most elite advertisers.
Understanding player profiles and emotional hooks may change how you see ads forever. It’s a wickedly effective framework for motivating users, but also a great lens to use as you analyze competitors’ creative.
There are also media buying implications to a player profile methodology. Player profiles may favor different copy/calls to action websites, apps, and even YouTube channels. So, if a UA manager wanted to squeeze every possible drop of ROAS from an audience, they would segment that audience based on different player profiles.
It will take some experimentation to figure out whether it’s appropriate to segment creative and audiences for player profiles, or if it’s better to just make different ads for the different personas and to let the algorithm figure out optimal performance.
And, all of this from creative trends research and competitive analysis to deep dives into player motivations, is further fueled by the power of creative testing.
We’ve developed a new approach to creative testing that solves the adage of “why the control always seems to win” through extensive research, which we’ll reveal in this guide to creative trends for mobile game advertisers.