Mark Such, Motion Designer and IC Lead, Liftoff, talks about how for marketers, mobile application is a way to interact indirectly with customers and capture consumer’s attention. He also shares how a good in-app user experience can help marketers drive more revenue.Â
Marketers have a wide set of criteria to consider when designing and creativity. Best practices for mobile creative can differ widely depending on the app category, the target audience, and the campaign goals. But there is one critical step in the ad creation process that’s essential to delivering high-performing campaigns—aligning your ad creative with in-app user experience.Â
Creatives need to be eye-catching and visually appealing to capture user attention, but they must also reflect user experience accurately. While misleading ads may drive installs in the short run, they will also likely interfere with user experience post-install and, as a result, down-funnel metrics like conversions, retention rates, and return on ad spend (ROAS).Â
According to Liftoff’s 2022 Ad Creative IndexOpens a new window research, only 1-4% of mobile gaming campaigns align ad creativity with player motivations. This suggests that marketers may be focusing on driving installs at the expense of tapping into what’s attractive about their games.Â
See More: How To Drive a Successful Food Delivery App Business
1. Ad Creative That Aligns With In-App Experience Can Build Brand Awareness And Trust
Remember that your ad creative may be the first experience many users will have of your mobile app—and your brand. So it pays to design creative that reflects genuine user experience. Think of your ads as initiating a relationship with the user that will last beyond a visit to the app store. Users with a positive experience with your brand will be more likely to try new products and convert down-funnel.Â
For example, flashy ad creative that misrepresents a game may drive an install, but that user is unlikely to keep playing or to explore similar games by the same publisher. Continuously running misrepresenting ads may even damage your brand. Gamers may hesitate when navigating new product releases and turn to competitors with more reliable ads. Accurate ad creative, by contrast, will inspire confidence and trust.Â
2. Accurate Ad Creative Attracts Users More Likely To Engage With Your App.
Ad creation that shows off core aspects of the app can set user expectations and drive users that are more likely to engage post-install. Think of the ad as a critical part of the user journey. For new users, your ad creative is expected to be the first experience potential users have of your app. If you’re running a gaming ad, your audience should feel like they understand the mechanics of the game by the end of the ad. Users who click through to install will be more likely to keep playing the game and convert down-funnel.Â
But remember, being truthful doesn’t mean being dull. You can use intelligent design elements to deliver an enticing ad. For example, success and failure scenarios are perennial winners for casual games. Create eye-catching scenarios that are easy to understand and that entice potential players to give it a try—even if they are unlikely to occur. Players won’t be disappointed as long as they reflect gameplay.Â
When possible—align your app with your ad creative to improve the in-app experience.Â
Don’t be afraid to align your product with ads that work. Leverage marketing insights to improve your app when appropriate. It’s possible that you’re already running ads that misrepresent your app. In that case, see if you can work with your product team to integrate elements of the ad into the product.Â
For example, match-3 playable can drive more installs in gaming ads even if the game itself doesn’t include match-3 elements. It’s not uncommon for game makers to work match-3 mini-games into a broader adventure or worldbuilding game. This way, you can fulfill what users expect—while introducing them to other gameplay elements.Â
See More: Three Ways to Create a Mobile-First Experience
3. Align Ad Creative With In-App Experience To Increase Roas, Retention Rates, And Ltv.
Finally, aligning app creative with in-app experience is about increasing your app’s revenue—whether through in-app purchases, ad revenue, or both. Improving trust, attracting the right users, and improving your product all impact down-funnel metrics such as ROAS and lifetime value (LTV). Â
For instance, users that stick around for the gameplay are more likely to make in-app purchases that improve their gaming experience. Importantly, they are also more likely to keep playing or explore similar games by the same publishers. Users who enjoy the in-app experience are also more likely to trust the ads you show them.
Advertisers will need to optimize their campaigns every step of the way to see each of the benefits. Marketers must test and iterate for any ad creative until they find winning ads that resonate with their audience. While there will be changes, by aligning creative with post-install user experience—marketers will see the difference in the metrics that matter.Â
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