Cutting Edge Techniques for Ad Creatives: Creative Frequency


An important part of running a successful app marketing campaign is knowing when to refresh your ad creative. If you show the same ad in a high frequency, your message may get lost and, as a result, users will abandon the app sooner than expected. One of the most effective strategies marketers leverage for fighting ad fatigue is ad creative refresh.

Creative refresh or creative iteration?

Scale matters here. Sometimes app marketers need to completely change their ad creative to boost engagement and in some cases a slight modification is sufficient to grab users’ attentions.

In mobile app advertising, a creative refresh is offering a completely new strategy to catch users’ eyes. This can be done by customizing an ad to suit the unique interests of the users, or using different versions for different publishers. Refreshing ad creatives is a simple way to ensure your campaign maximizes its potential, thereby bringing higher conversions and return on investment (ROI). 

Original Creative

Refreshed Creative
Creative-Champion_final Creative-Refresh_Final

Meanwhile, at some point a small modification in your ad creative can be sufficient to shake things up. If refresh is a completely new strategy, then iteration is simply a champion creative that has been tweaked a little. This may be through a change of background, call-to-action (CTA) - as in the below example, text, color, and many other elements. These small changes should not be underestimated as they help your ad stay fun and appealing.

Original Creative 

 Creative Iteration
Creative-Original_FInal Creative-Iteration_Final

The reason for creative refreshes and iterations

Creative refresh and iterations reduce the chances of losing the valuable clicks from users because of old, tiring ad versions. Here are some of the reasons why you should definitely consider these strategies:

  • To test what strategies achieve clients’ KPIs the best and to optimize the campaign

    Making adjustments to your ad creative ensures that you get the most out of your ad budget. Creative optimization takes the campaign performance to a higher level and by experimenting with different elements of your ad creatives, you will squeeze out as much ROI as possible.

    In the end, the key performance indicators (KPIs) show if the campaign is bound to be a success or a failure. Being vigilant in deciding when and how to change your ad creatives will help you achieve your campaign objectives.

  • To prevent viewer fatigue

    When users get inundated with the same ad and become overly familiar with it, chances are they will get fatigued and stop reacting to the ad creative. Addressing this problem should be a top priority when conversions and click-through rates (CTRs) drop. However, understanding when to employ creative refresh strategies beforehand avoids this issue and places you on top of the game.

Determine Ad Creative Frequency

Gathering and analyzing your data will help decide the best timing for your ad creative refresh. To achieve strong results, make sure mature data is collected and analyzed before refreshing your ad creative. Test, analyze, and optimize.

At Aarki, our in-house designers develop creative variants using our deep expertise and machine learning technologies. We provide the assurance that your marketing budget will always be spent on the best performing ad creative.

Topics: Creative Insights