Category Insights: Casual Puzzle Games User Ad Engagement

It is not widely known but casual app user preferences for ad copy, call to action (CTA) colors, and CTA text, vary considerably depending on the specific ad format. For instance, video ads and banner ads work best when offering free rewards and bonuses. Interstitial display ads perform best when the focus is on how to help the characters of the game. 

Video ads work best with an “Install Now” CTA, colored in blue or yellow. Interstitial display ads perform better with a “Play Free” CTA in yellow and red, and, banner ads deliver more engagement with a CTA of “Free Install”, colored in pink or violet.

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Video 

• Ad Copy: Offers free rewards or welcome bonus
• Duration: 45 seconds
• Creative strategy: Highlights the gameplay and boosters
• Background color: Multicolor
• Background design: Non plain / Festive, nature
• CTA text: “Install Now”
• CTA color: Blue, yellow

Interstitial Display 

• Audio: No audio
• Ad copy: Focus on how to save or help the characters of the game
• Creative strategy: Highlights the characters of the game
• Background color: Multicolor
• Background design: Has game elements
• CTA text: “Play Free” or “Free Install”
• CTA color: Yellow, red 

Banner 

• Background color: Multicolor
• Background design: Non plain / Has game elements
• Creative strategy: Highlights the gameplay levels and featured boosters
• Ad copy: Offers free rewards or welcome bonus
• CTA text: “Free install”
• CTA color: Pink, violet

Your creative is the face of your advertising campaign, so you want it to be the best it can possibly be. Being aware of your user’s demographics and lifestyle, as well as their ad engagement habits, as presented in the infographic above, means you can compose data-driven ad creatives that are attractive and will help build a rapport with your audience.

Our three-part infographic series enables you to better connect with your top target users. Now is the time to take your next app marketing campaign to a whole new level and make it a hit!