“By nature, in-app advertising is a highly competitive and ever-evolving field. With new trends showing up every other month and competitors quickly jumping on those trends’ wagons, creatives tend to blend together. This is why, to stay on top of the game, it’s important not only to be aware of new tendencies and adapt to them but also to go one step further and add interesting elements that highlight the creative and differentiate it from the rest, enhancing brand identity and driving better campaign performance.“

“At Smadex, we take a data-driven and iterative approach to enhancing campaign performance through creatives. 

We begin by researching similar past campaigns, analyzing what worked, and identifying effective strategies and creative concepts to build upon.

After reviewing the campaign’s main objectives, we explore creative opportunities to maximize engagement and drive key performance metrics.

Once the creatives go live, we collaborate closely with our Ad Operations team to monitor performance data, identifying high-performing elements and iterating on them. By continuously refining creatives through data insights, we ensure that every iteration maximizes impact and performance.“

“Playables are a powerful tool for driving user engagement. Their interactive nature creates a deeper connection with users, which, when combined with good user experience design, leads to higher retention rates and improved ROAS.

At Smadex, our creative experts (Creative Studio) bridge art, design, and code to craft high-quality playables. With a deep understanding of playable design and campaign objectives, we leverage the best tools and a data-driven approach to ensure our playables deliver top-tier quality.“

“AI is a powerful tool that enhances performance and optimizes workflow, which is why our team is constantly exploring new models to improve our creative output. However, we must keep in mind that AI is just a tool, not a replacement for human creativity. While it can assist in generating ideas and assets, it falls short when it comes to brand identity elements like characters, typography, and unique artistic styles (for now).

We use AI to streamline ideation, from storyboarding and sketching to suggesting iterations and developing generic assets. Our team ensures that every AI-generated element meets our high-quality standards by carefully reviewing and modifying it as needed.

We’re also keeping an eye on emerging AI audio and text-to-speech tools, which have great potential for UGC content creation.”

• Research – Look at what the rest of the industry is doing and investigate past successful campaigns.
• Stay open-minded – Don’t be afraid to innovate. Look for features that stand out to separate your creatives from everyone else’s.
• Use thumbstoppers – The first few seconds matter most. Hook users immediately with bold visuals, clear messaging, or interactive elements.
• Keep a close eye on performance – Make data-driven decisions and let performance metrics guide your optimizations, from CTR to engagement rates.
• Iterate – Don’t let your creatives become stagnant. Constantly iterate them to keep them fresh and interesting. A/B test different variations to see what resonates most with your audience.

Unlock the secrets of engaging creatives that convert! Get key takeaways from our webinar with Puzzle Society, Playvalve, Replai & Carry1st HERE.