UA Creatives Testing | How Traplight Optimizes Mobile Ads for Battle Legion
To Mobile Marketers, PMs, and Game Execs:
Creatives have become increasingly important to drive a competitive advantage in mobile user acquisition. Especially with recent changes causing difficulty in tracking and targeting, creatives become one of the last areas where UA teams have full control.
In a recent panel discussion featuring Elina and Akseli from Traplight Games (shown above), they discussed how they:
Developed a modular lego-block like approach to constructing ad creatives of different time duration
Determined optimal durations and ad placements for mobile ads on their game Battle Legion based on tests they conducted between June and September of this year
Below is the test campaign setup:
Modular Creatives System
The Traplight team created different durations of creatives using their modular system as shown below:
By combining more creatives blocks together longer versions of the creative can be constructed:
Even for narrative-based ad creatives, you could first determine optimal placements and duration. From there, you could then create a linear, narrative-based ad design based on the optimized parameters.
Test Results
The Traplight team came up with a number of interesting results but I’ll share three specific results below.
#1. IPM (installs per mille) increased as video duration grew
#2. Top 3 Placements (Android): 1. Audience Network Rewarded Video, 2. Facebook Feed, and 3. Facebook In-stream video
#3. Watch time results by placement
The Full Presentation
Joining the full presentation we actually had a pretty full house also featuring the famous Filippo De Rose and UA Coffee Talk regular host Jon Lau with feedback.
Here’s all of us below:
Anyway, without further ado, to watch the full presentation from the wonderful Traplight growth team click below!
Speaker Summary:
Filippo De Rose, Chief Growth Officer, Traplight Games
Elina Uotinen, UA Analyst, Traplight Games
Akseli Virtanen, Lead Marketing Artist, Traplight Games
Jon Lau, Director of UA, Scopely