Linh Le, Kongregate's Senior Marketing Manager speaking at our Developer Series at China Joy 2017 on how best to use creative optimization to supercharge UA efforts for developers.
2. Web Platform
100,000+ Uploaded Games
HQ: San Francisco
About Kongregate
Mobile Publisher
30+ Games
100M+ Downloads
Learning focused from every game
2013 - 2017
3. Why Creative Optimization is Important
Better creatives lead to higher eCPMs
✓ Higher scale at same CPI rates
✓ Leads to cheaper installs
✓ Win earlier impressions in most ad networks: (Earlier rewarded video impressions have higher
CTRs and CVRs which will lead even better eCPMs and create a self-fulfilling loop)
✓ Can even lead to higher quality installs
4. Why Creative Optimization is Important
Click
Install
CTR
CVR
CPC
CPI
Ad Metrics Advertiser A Advertiser B Advertiser C
Target CPI $3 $3 $3
Impressions 1000 1000 1000
CTR 1% 2% 1%
Clicks 10 20 10
CVR 10% 20% 20%
Installs 1 40 2
Expected CPM $3 $12 $6
CPMAd Impression
● Publishers want to maximize revenue from their ad inventory
● Advertisers gain the most by achieving highest CPMs
● Ad marketplace is based on eCPM maximization
● Advertiser B wins the auction, Advertiser C gets the second place,
Advertiser A gets the third place.
Winner!
5. Popular Types of Ads
Banner/
Interstitial
Native Video PlayableRich Media
Least to Most Engaging
6. Types Advantages Disadvantages
Banner/Interstitial
Still a popular format. Often at the top or bottom
of the screen. Simple and good for awareness.
Top funnel and often extremely low conversion
Rich Media
Banner contains video, image, social media
components or any interactive elements.
Better than banner, but higher cost
Native
Don’t really look like ads. Well integrated into app
giving better user experience.
High cost/Potential Low Scale
Video Video ads are highly engaging and most preferred. High cost and complex execution
Playable
Most engaging, allow users to experience game
before download.
High cost/Potential Low Scale
Popular Creative Types
7. Mobile Advertising Creatives
Source: Adcolony Survey, 2017
Where to allocate your resources?
1. Video: 50%
2. Social/Native: 40%
3. Banner/Other: 10%
9. Creative Testing: A Starting Point
Understand Your Users
1. Facebook Audience
2. Google Search
3. Research Competitors
4. Competitive Analysis
Build User Profiles
1. Identify Top Countries
2. Define Key Audience Demographics
3. List Characteristics & Preferences
4. Gaming Habits
Design Creatives for A/B Testing
1. Create 4-6 variations by segment
2. Focus on multiple themes/genres
3. Differentiate ads by style
Executing Tests
1. Find the appropriate channels
2. Run creatives at same time
3. Significance test (20 installs
/creative)
4. Iterate on best performers
1
3
2
4
10. Creative Testing: Executing Concept Tests
Test Different Art Styles
Cute Cartoon
Early creative testing allows you to gain insights into how well
your game's creative preforms during UA.
● Pick multiple art styles to test for my game
● Test main characters
● Test color palette/backgrounds
● Test 1 element at a time
● Determine CTR & CVR & CPI
Sharp Satire
Winner!
14. Creative Testing: Continuous Optimization
What makes this static ad work?
1. Simple or complex composition
2. Single character or group
3. Animation or no animation
4. CTA in the image
5. Game play background
6. Shiny play button
7. Contrast between background and
foreground items/highlighting
Keep experimenting with brand & style.
Too busy Too dark Better Best Performer
15. Creative Testing: Video Ads
What makes this video ad work?
1. Begin video with a hook
2. Show game play for context
3. Incorporate different lengths
4. Test vertical & landscape formats
5. Test interactive content
6. Test interactive end cards
7. Localize language
8. Catchy thumbnails
16. Creative Testing: Playable Ads
What makes this playable ad work?
1. Keep it simple
2. Mirror game experience
3. Incorporate different lengths
4. Clear call-to-action that show users what
to do
5. Test vertical & landscape formats
6. Reduce ad file size for easy download
7. Quality check user experience
17. Creative Testing: Reporting & Analysis
Ad Name CTR CVR Imp-2-Instal CPI LTV ROI
FamGuy1 1% 28% .28% $3.6 $3 84%
FamGuy2 .8% 27% .23% $4.4 $3 68%
FamGuy3 1.3% 28% .37% $2.8 $3 109%
FamGuy4 2.0% 33% .66% $1.5 $3 197%
● Find exceptional creative instead of many
average to good creatives
● Focus on both CTR and CVR for inverse
relationship
● Check for statistical significance
● Choose right testing channels
● Facebook and video networks: Applovin,
Unity, Ironsource have scale for easy &
proper AB Testing
● Refresh creatives once a week
1 32 4
18. Creatives for Difference Cultural Preferences
US Nordic Asia
CTR: 1.5% CTR: 1.6% CTR: 2.3%
CVR: 33% CVR: 28% CTR: 34%
● Cultural similarity & localization in ads are crucial in creative performance
● Finding the right creatives for a segment of users may cut costs easily by 40-50%.
● A/B testing each region is critical
US Nordic Asia
CTR: 0.8% CTR: 3.4% CTR: 1.3%
CVR: 36% CVR: 33% CTR: 37%
19. Tips for Creative Testing & Optimization
● Have a strategy. Set goals and benchmarks before testing creatives.
● Different ad units, channels & sizes have different winning creatives. Track them!
● Dropping CTR with the same volume of installs is a warning sign to change creatives.
● In creative testing the prices will be higher than an optimal campaign
● Emerging markets might have bandwidth problems.
Make sure your ads account for this.
● Prepare creatives for seasonality and holidays.
● Remember to optimize your App Store page.
20. Avoid These Pitfalls
● Lower CPI does not necessarily mean lower cost per engagement (CPE).
Remember to check for quality traffic.
● Misleading creatives can lead to lower retention causing higher CPEs.
○ Make sure concepts are differentiated before A/B testing.
Especially video.
● Don’t target everyone.
○ Don’t create too many ads to start.
● Don’t run ads everywhere. Test small number of ads first in key channels
then expand.
21. Final Thoughts
✓ Creative Optimization brings greater scale
at a cheaper price
✓ Success in creative optimization needs a
systematic approach and a constant effort
with a strong team.
✓ There are more failures than successes in
creative optimization.
✓ Ad Creatives are cultural, contextual and
usually a composition of certain elements.
In today’s digital world, ads are everywhere. For marketers, getting the right creative and optimizing for performance is crucial for running a successful app marketing campaign.
In fact, creatives can make or break your campaign.
If they are catchy, relevant and based on the user experience, they will grab the user's attention and drive installs.
There are so many ad types these days. Deciding where to put your resources can be hard, but if you’re just starting out I’d recommend focusing on the types that work the best in the market right now.
For Kong, video both rewarded and non-rewarded and playables have been where we’re getting the best performance for UA.
Banner, interstitial, rich media are often low cost and easy to start up, but they’re often less effective for user acquisition.
Budgets are going to video. Continuing to flood the top positions for campaign effectiveness, video ads now account for 50% of all app install marketer spend.
Playables have potential. Considered the 5th most effective app install format, playables are being used by 64% of top app install marketers, and the budgets assigned to them are on the rise.
We’ve focused much less on other ad types because they’re not performance driven.
What are advertisers most excited about? Video & Playables are by far what we’re excited
Budgets are going to video. Continuing to flood the top positions for campaign effectiveness, video ads now account for 50% of all app install marketer spend.
Playables have potential. Considered the 5th most effective app install format, playables are being used by 64% of top app install marketers, and the budgets assigned to them are on the rise.
Getting started with creative testing. For example, if you have a mobile game that’s about to launch and want to start testing what kind of ads work best for you. Beginning by doing some consumer research on your core audience
Here’s an example of a creative test we did while in the concept phase of game ideation. We started out with 2 different styles
Here’s an example is our journey with the developer Synapse out of Chicago.
One of our first mobile titles was Tyrant at far right released in 2013, futuristic, gritty theme and setting. we could find some high value players thru user acquisition but was def more niche
Spellstone was taking card battler but with a cool Dragon’s Lair, hand-drawn art touch. And game was made more accessible thru FTUE and introduction of systems. That still ended up approaching the $5 in CPIs. which still seems unfair … sustained paid UA again a challenge
And finally at left working with big IPs in Family Guy, Futurama, Bob’s Burgers etc. in Animation Throwdown to bring down CPIs further in the $2.50 range
Here is a visual, where you can see the range of themes, genre and a bit on art style to drive the variance in CPIs.
Going from right to left … at right you see very core examples from that space / sci fimoving to the middle with a tapper and action-rpg with more approachable, whimisical themes
and then at left, the ultra-charming AdCap with its tycoon bent and Tinker Island with its beautiful pixelart and desert island setting
of course you can’t fool the user with creative that clashes with actual game experience, or you’ll kill conversions
Creative optimization can be as easy or as complicated as the time and resources you have.
Low investment – Optimize what you already have. If you can afford to, vary “Call to Action” and/or product descriptions and apply optimization on the banners.
Medium to high investment – Develop and build a full testing plan. When planning a yearly (or very large) campaign.
Total image test budget should not exceed x% of the total budget
~30 installs per creative is usually enough for a rough evaluation.
Use the previous test know-how in creating next creatives. (buttons, cta, banners, backgrounds etc.)
All creatives should run at the same time, for the same duration, either with same budget, or with same impressions
Videos are more difficult to test.
Works better for casual games. Longer format is better for playable
Creative optimization can be as easy or as complicated as the time and resources you have:
Low investment – Optimize what you already have. If you can afford to, vary “Call to Action” and/or product descriptions and apply optimization on the banners.
Medium to high investment – Develop and build a full testing plan. When planning a yearly (or very large) campaign.
Total image test budget should not exceed x% of the total budget
~30 installs per creative is usually enough for a rough evaluation.
Use the previous test know-how in creating next creatives. (buttons, cta, banners, backgrounds etc.)
All creatives should run at the same time, for the same duration, either with same budget, or with same impressions