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Which Ad Format Drives The Highest User Engagement?


As ad technology evolves, so do mobile users and their interests. In order to drive user acquisition campaign performance, app marketers should align their strategies with the interests of target users. Ad creative can helps app marketers pique users’ interest and drive them to take action, whether it is installing an app, registering for an account, or making a purchase.

The Evolution of Ad Creatives

Though overlooked and underestimated by many, creative has always been an important aspect of an ad. After all, it is the first impression that users get of the mobile app - and often time, the last. Nevertheless, technology has enabled the evolution of ad creatives. App marketers can now choose from a variety of ad formats, including static, interstitial, native, and video. The choice between various formats depends on who the target users are and what the campaign objective is.

Creative That Engages

In the past, video has been especially effective in driving user interaction with the ad. However, there is now a more engaging format - interactive ad. This ad format allows users to interact with the ad by providing them a chance to engage in a short activity, such as choosing which video to watch or playing scratch off for discount codes.

Interactive-PlayKids.png  Interactive-Zalora.png

This enables app marketers to measure the ad engagement and gain insights on the target user's interest. More importantly, users get glimpses of what the app is like before they commit to installing it. This can help set the right user expectations.

Play Before You Pay

Another type of interactive ad format is playable ad. For game apps, playable ads can be especially helpful since the demo of the game allows users to experience the app without having to install it first. If they like it, they’ll most likely install the app. If not, they’ll move along. However, setting the right expectations can be a great strategy for getting high-quality users.

  Playable-CandyCrushJS.png  Playable-CandyCrushJellySaga.png

Users who install the app after engaging with a playable ad often know what to expect and are less likely to be disappointed in the game after installation. Chances are, they are truly interested in the game after experiencing it for a short while. Therefore, they are more likely to stick around, driving stronger user retention and return on investment.

Interactive & Playable Ads at Aarki

In the recent past, our in-house designers have developed several interactive and playable ads for clients across different app categories. Each creative variant is developed using our deep category expertise and learning. This ensures that the ad creatives that are being published aligned with the interests of target users. In addition, we identify the best performing creative variants through multivariate testing for traffic allocation. As a result, we’ve been able to deliver strong app marketing performance to our clients.

To learn more about our ad creative and optimization capabilities, please contact us at contact@aarki.com.

 

Topics: Programmatic Advertising, Ad Creative