Reports & guides

New Report: Creative Optimization in a Post-CTR World

By John Koetsier April 26, 2017

In honor of Singular’s new and improved Creative Reporting, we asked our marketing customers and partners to share their tips and tools for building top-performing ad creatives.

Mobile marketers and designers from Google, Twitter, Match Group, Ibotta, Waze, Next Games and more were gracious enough to peel back the curtain on their creative strategies and hacks. They even shared new data on what is and isn’t working with their audiences with regard to click-through rate, driving installs, and fostering re-engagements. We collected it all in Singular’s new mobile app marketing report on creative optimization, titled “Creative Optimization in a Post-CTR World”.

As app marketing ad channels and marketers collect more data than ever before on the performance of mobile ad creatives, ad channels are optimizing creatives not only for clicks and installs but also for down-funnel engagement in their customers’ apps. Meanwhile, brand marketers are becoming smarter about extracting campaign performance data from ad channels and leveraging advanced mobile app analytics systems to expose full-funnel performance data down to the creative level.
The symbiotic relationship between ad channels and marketers, fueled by growing data needs on both sides of the industry, has unlocked new marketing findings from the front lines of creative optimization, which Singular is excited to share.
Findings in the report highlight important trends in mobile marketing and advertising, including:

Mobile Video: Short, interactive, vertical-oriented and feature-focused ad campaigns is how marketers describe the most successful video creatives in 2017.

Google’s Auto-Flip feature uses machine learning to generate vertical versions of horizontal video creatives.

Interactive and Playable formats: Early ad campaign performance data shows that interactive ads lead to higher user engagement, yet there are still nuances to creating successful interactive ads that deliver install and re-engagement performance as well as drive down-funnel engagement.

Dynamic Creatives: Mobile app marketers are now using a host of user behavior signals to infuse their creative campaigns with contextual user experiences.

Waze, the traffic and navigation app, deploys dynamic creatives that feature real-time local traffic updates. The creative increased app installs 865% over static creative.

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