Bridging The Gap Between Creative And Media In Mobile App Marketing

Often times, mobile app marketers find themselves at a crossroad - having to pick whether they should optimize for ad creative or media. News flash, there is no reason why both cannot be done. In fact, both should be done in order to drive app marketing performance.

unifiedoptimization.jpgAd creative is the first impression many audiences will get of the mobile app. Sometimes, it will be the only impression - making it the only shot of convincing audiences to install the app. It can either draw audiences in or push them away, which is why it can be important to develop creatives that properly represent the values and offerings of the app. Meanwhile, media can play an essential role in reaching users. With the right media, the chances of the creatives being seen by the target audiences is much higher. Consequently, there is a higher chance of those audiences installing the app.

In short, creative can have a profound impact on app marketing performance while media can be an effective vehicle to serve the ad to your target audience. Without one or the other, the chances of the campaign being a runaway success is highly unlikely. If you have the right media but a lacking creative, there is a high chance that the target users will close the ad without giving it a second glance or thought. On the other hand, if you have a wonderful creative but the wrong media, the creative might go to waste because it is not being seen by the target users.

Unified Optimization

The only way to bridge this gap is through the unification of creative and media optimization. This means optimizing for both creative and media during the duration of your campaign. Use multivariate technology to test which creatives perform best for your app and objectives. Once the best performers have been identified, use them across the publishers that best match your target audiences.

To further lift overall campaign performance, continue to test creatives periodically. Remove those that do not deliver against the KPI or are beginning to falter in performance. When needed, test new creatives. Some creatives will perform well with certain publishers but not so well with others. To remedy this, use different creatives for different publishers based on the performances. Meanwhile, publishers should also be optimized periodically. Whitelist and blacklist publishers as needed based on the campaign KPI. Leverage campaign data to determine which publishers work best for the mobile app and adjust spendings accordingly. 

When both creative and media aspects are being optimized toward the KPIs, the chances of achieve success in app marketing increase. Through this unified approach, it becomes easier for app marketers to drive campaign performance and achieve their goals.

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