This article will cover creating a high-performing video ad for ad networks. Before making video ads, let’s first discuss ad networks and exchanges.
Many people need clarification on the two because they are both parts of programmatic advertising. However, while ad networks and exchanges are necessary for media buying, they serve different purposes.
An ad network is simply a company that connects publishers and advertisers. It acts as a bridge between supply and demand. An ad exchange is not a middleman. It is a reputed platform that allows publishers and advertisers to actively buy and sell ad inventory directly from various ad networks.
Furthermore, unlike ad networks, changes are wholly implemented in real-time, and advertisers determine the price. Google, ironSource, Unity Ads, Applovin, and Apple Search Ads are the top ad networks for mobile games.
Mobile Games Marketing through Video ads
It’s no wonder that Google ranks first among ad networks. This is an excellent advertising network. Your video ads will appear on Search, YouTube, Google Play, Discover on Google Search, and the Google Display Network if you use Google App Campaigns.
Google’s Popular Universal App Campaigns with the Install Volume goal are the best option for acquiring mobile game users. Google claims that UACs convert 140% more than other campaign types. Google does a lot of work, which simplifies the entire process.
You must submit a portrait and landscape video, text, and assets. You must also select a daily budget, target location, and languages. It would be best to choose between cost-per-install and cost-per-action campaign types. Google handles the rest; there’s no need to create and test personal ads. Its algorithm will experiment with variations and placements, serving higher-performing ads more frequently. Universal App Campaigns from Google can also be used to drive in-app conversions.
It is critical to note that Unity Ads is primarily a monetization platform. This means that your video ads will appear in other mobile games. It enables mobile game publishers to reach out to users who are likely interested in a specific game or game genre.
Mobile game ad placements are typically a mix of reward, playable, and interstitial videos. The wonderful thing about relevant Unity Ads is that you can track where your installs are coming from. This is referred to as attribution. You can also target specific publishers. You can block those who do not provide you with high-quality users or target sources that provide you with users who convert and remain engaged.
IronSource is a multi-purpose platform that can be used for monetization and advertising. Its app distribution platform uses machine learning to assist you in acquiring high-quality users – those who actively stay engaged and play for an extended period.
IronSource’s UA campaigns utilize advanced bid optimization technology, which results in a high ROAS. Playable ads, videos, and interactive end cards are examples of available creatives. According to IronSource, users acquired through relevant, interactive ads have a 35% higher retention rate.
AppLovin is another ad network in the Gaming Triopoly. It assists mobile game developers in reaching out to high-quality players. Applovin’s primary focus is on traditional video advertisements, as well as playable and display advertisements.
Apple Search Ads
Apple Search Ads enable you to be found in App Store search results. Apple Search Ads are great because they are simple to set up, even for beginners. You must select your app, monthly budget, target countries, and maximum CPI. Apple handles the rest.
Basic Search Ads are advised for those spending up to $10,000 per app in a single month. Another advantage is that you pay per installation at your own cost. Apple Search ads have a 50% conversion rate on average.
The Process of Developing a Video Ad for Ad Networks – Mobile Games Marketing through Video ads
The basic steps for creating a video ad for ad networks are market video, scripting, and production.
As with any advertising campaign, market research is essential. Most importantly, examining your competitors’ video advertisements would be best. There are a few platforms that enable you to do so. You can search for mobile game publishers and view their ads for various ad networks, which is very helpful.
When conducting market research, you should also consider your target audience. Who are you attempting to reach with your advertisements? Define their geographical location, gender, and age.
Begin writing a script once you’ve determined your competitors’ strategies and what might appeal to your target audience.
A script’s purpose is to record what happens in each scene. You can describe both the visual and audio components. Consider the ad network you like to advertise on and different ad formats when writing a script.
Video production is the final step in creating a video ad. This is the stage at which your video producers use everything you’ve prepared for them, such as gameplay footage, the script, and other game assets, to create the video ad.
Tips for Developing a High-Quality Video Ad for Ad Networks – Mobile Games Marketing through Video ads
Consider Ad Network Policies and Requirements
The key to creating a video ad for an ad network is to adhere to the network’s specifications. As a result, video ads for Facebook and Google should be pretty different.
Google is well-known for having highly stringent rules and regulations. Other ad networks have their own set of requirements and policies.
Try Different Video Ad Formats
Interactive and playable ads have adeptly proven to be highly effective in immensely attracting high-quality users, i.e., those who not only install but also play a game. Users can try out a game by clicking on playable ads. When those users install the game, they already know what’s happening and how to play. They are familiar with the basic game mechanics and goals, so they are likelier to be engaged.
Also, even if your relevant game has a slow start or an idle element that needs to draw more attention, a playable ad allows you to highlight your game’s excellent and exciting parts.
The Facebook research looked at the case of Me2Zen, a successful company with playable ads. Playable ads increased click-through rates tenfold, and increased return on ad spend by 50%, according to Me2Zen. They also revealed that in-app purchases had risen by more than threefold.
Highlight the Most Important Game Features
Consider what makes your game unique and centre your video ad on that. Assume it’s a word game that you can adeptly play with your friends. The social aspect of the game is worth emphasizing in the advertisement.
Or it’s an action-adventure game with many exciting characters and worlds – feature them in the advertisement.
Whatever it is, use your USP to entice people to play your game. The mobile game market is extremely crowded, so knowing how to stand out is critical. Additionally, ensure that the video’s beginning is captivating. You’ve lost them if you can’t pique their interest in your ad within the first few seconds.
Include a CTA
Always include a call to action in any video advertisement. You must direct people to install your game if you want them to do so.
Make sure to highlight any “Download free,” “Install now,” or other CTAs you include. You can even test different CTAs to see which performs best, i.e. which generates the most conversions.
What to Do After Making a Video Ad for Ad Networks
Split testing is a scientific method to determine which video ad variation performs best, achieving more conversions (installs). The methodology of A/B testing is heavily reliant on the ad network. Google, for example, will create and test different versions of an ad automatically. You don’t need to make multiple videos; change the aspect ratios. The video ad variant that performs best will be shown more frequently.
Optimization of Ads
After the initial A/B test, you’ve determined which video ad the winner is. Don’t just stop there. Make more variations of that winning ad and conduct another A/B test. You must also monitor key metrics such as CPI and ROAS. You may need to experiment with various campaign settings to achieve the desired results.
You might also discover that no matter how you set up the campaign, you need to get better results from a particular ad network. If that’s the case, consider switching to a different ad network; there are plenty to choose from.
As you can see, developing a video ad for ad networks is a very complex process. There are numerous moving parts, so you’ll need a large team with diverse skills ranging from video production to media buying. If you’re struggling, don’t hesitate to contact us right now!