New tendencies emerge yr after yr, and the expertise behind artistic codecs is continually evolving. Discovering the right artistic technique to seize customers’ consideration and generate installs isn’t simple. Merely put, there’s no common formulation for crafting the right advert, with success depending on a number of elements – together with the kind of advert and the way it suits with the viewers, getting probably the most out of various codecs, having well timed and related parts, and benefiting from rising applied sciences similar to AI.
Deanna Nguyen Ulrich, senior supervisor of artistic efficiency at Liftoff, has in depth expertise in these areas. She is aware of higher than anybody that getting your artistic proper from the beginning has by no means been extra mandatory. With tighter budgets and cuts, the time and vitality put into artistic work are extra useful than ever.
Deanna just lately participated in a webinar with a bunch of app entrepreneurs organized by Singular, specializing in figuring out profitable artistic codecs. You may watch the complete recording right here, however when you’re quick on time, we’ve compiled a short information on artistic codecs highlighting a number of the key insights shared in the course of the webinar.
The kind of adverts you employ can impression the success of campaigns
One of many first issues Deanna Nguyen Ulrich highlighted in the course of the webinar was that the kinds of adverts used can impression a marketing campaign’s success. Entrepreneurs want to remain on prime of tendencies in adverts to benefit from what’s connecting with audiences. For instance, Deanna talked about that UGC and short-form movies have taken priority over different codecs like banner adverts and interstitials in 2024. She additionally famous that longer movies and interactive adverts, the place customers can have interaction with the content material, have gotten each higher in high quality and simpler. Moreover, user-generated content material, or UGC, is gaining traction.
Nonetheless, Deanna additionally mentioned that simply because an advert performs properly in a single space doesn’t imply it should do exactly as properly in every single place, as totally different apps will work higher with particular advert codecs. For instance, she discovered that adverts with longer movies with an interactive factor carry out finest for gaming apps. As compared, shorter movies normally get higher outcomes for non-gaming apps—particularly these which might be extra sensible, as they resonate extra with customers.
Concerning gaming apps, Liftoff has discovered by means of its unique advert codecs that letting customers have some management over their expertise with adverts can result in higher outcomes. Two of Liftoff’s unique codecs, ‘Triple Web page’, which supplies the consumer the choice to skip the video and go on to the playable earlier than ending with a static finish card with a transparent name to motion, and ‘Web page Turner,’ which supplies the consumer a special playable or video if they don’t work together inside 4 seconds, persistently enhance conversion charges.
Many installs from Web page Turners got here from customers who didn’t work together with the primary playable however downloaded after seeing alternate content material.
Incorporating holidays into your app advertising
Holidays similar to Thanksgiving and Christmas present ample alternatives to step exterior your consolation zone and check out new and artistic methods to interact customers. Whereas Deanna did encourage incorporating some seasonal parts into your campaigns, she additionally burdened the significance of remaining genuine to your evergreen narrative and never going overboard with the festivities.
“Actually be certain that no matter you’re doing is true to your core model storytelling,” mentioned Deanna. “Possibly if it’s a gaming app, you’ve gotten a bit of bit extra room for some enjoyable and a few extra silliness, and you’ll be extra expressive with a few of these vacation parts, however when you’re a extra critical product, just a few cooler colours and a wintry feeling to your themes might be efficient.”
Regardless of this, Deanna inspired advertisers to include the vacation season into their advertising methods, as it’s a time-sensitive occasion that might encourage folks to put in. She steered utilizing interactive parts like countdowns to sale days, scratch-off vouchers, polls, or in-app occasions to acknowledge the season with out going excessive.
Put the consumer first when fascinated with advert artistic
One factor of the artistic course of that Deanna mentioned advertisers want to recollect is that despite the fact that adverts can interrupt consumer expertise, this doesn’t imply they will’t be participating in their very own proper. At their core, adverts are experiences that may delight and excite. By all the time aiming to design adverts that maintain customers entertained whereas naturally weaving in messaging, advertisers can be seen extra positively by customers, who’ll even be typically extra open to what’s being marketed.
One methodology to attain that is to permit customers to work together with the advert straight by means of playable or interactive parts. These present enter that may assist entertain customers and make them really feel invested within the promoted app. One other approach to have interaction customers is thru user-generated content material, which has grow to be one of the vital profitable and interesting artistic codecs. On common, Liftoff sees an uplift of 152% in conversion charges with UGC in comparison with different creatives.
Deanna mentioned UGC sometimes performs properly as a result of it might resonate with customers and create belief and emotional connections with an viewers. Nonetheless, that’s solely true when UGC feels natural and real, significantly when in reference to social platforms similar to TikTok, the place customers really feel strongly about honesty and authenticity. To realize that, Deanna steered having actual folks use the app or exhibiting a walkthrough of how they use it of their day-to-day lives with actual advantages and use circumstances that may assist customers join.
3 ways to make use of AI to help with artistic manufacturing
As expertise develops, we’re all the time on the lookout for new methods to create and enhance artistic manufacturing. AI is the most recent growth that improves the effectivity of the manufacturing course of. Deanna mentioned that Liftoff makes use of AI in 3 ways:
- Administration: Through the use of AI to tackle admin duties, Liftoff’s artistic groups can concentrate on progressive and interesting artistic, because the overhead duties have been eliminated.
- Effectivity: Liftoff makes use of AI to make manufacturing extra environment friendly, particularly in time-consuming areas similar to localization, translation, captions, and voiceovers.
- Exploring new ideas: AI might be helpful for testing new ideas and artwork types, similar to animated model mascots. This may both enhance present ideas or permit advertisers to check extra out-of-the-box concepts with much less dedication.
Whereas AI might assist create massive volumes of content material rapidly or scale back overhead prices, a steadiness have to be struck between these logistical advantages and making certain that content material nonetheless feels real and, at instances, natural.
The significance of testing your artistic
Lastly, Deanna mentioned that testing is among the most necessary steps in any artistic technique and is properly price investing time in. She additionally emphasised that high quality is extra necessary than amount, and prompting advertisers to think twice in regards to the content material they create is among the finest methods to see outcomes.
She mentioned, “We encourage the advertiser to be very intentional with the content material they create and the assets they produce. This ensures that there’s a transparent strategic path to comply with. A artistic technique backed by scientific speculation can actually go a great distance towards convincing a buyer to collaborate with you on artistic testing.”
You may catch the complete Artistic Codecs that Win Webinar from Singular for much more progressive cellular advert artistic insights from Deanna.
