What’s Next for UA Managers? A Creative-First Focus.
- by Brian Bowman | September 11, 2019
- Facebook Advertising
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Recently, we spoke with AdExchanger’s Allison Schiff about our perspective on the impact to UA managers of Facebook’s and Google’s improving algorithms on targeting and optimizing app campaigns. We were joined by our partners at Jam City, Director of Creative Product Marketing Rhiannon Price and Senior UA Manager Jon Chew.
From the Consumer Acquisition point of view, we see that as the largest ad platforms are introducing more automation and robust UA campaign management features, they’re increasingly designing their platforms to operate best when those automated features are doing the heavy lifting. This is shifting many of the day-to-day operations from UA managers to Facebook and Google’s platforms.
So, what is a UA team to do? Shift focus to creative testing and optimization.
Creative performance is fast becoming the only lever where marketing teams can have a large impact on by testing and scaling. Thus, sourcing effective ad creative is critical. And, the team at Jam City in many ways agrees with this perspective as well. There is an increasing call for media buying teams and creative teams to have better collaboration in order to take a more quantitative approach to creative development and testing in order to boost ROAS (return on advertising spend).
From our conversations with Schiff, she has published the following article that speaks to our thoughts on this topic further: With Facebook And Google Automating Most Aspects Of App Marketing, What’s Next For UA Managers?
Additionally, you can read more about creative best practices for Facebook & Google social advertising in our whitepapers.