Creative in mobile game advertising: what wins and why

Cold hard cash to advertise a game is great. An exciting, fun product to market is extremely important. But few factors, if any, beat amazing, compelling creative in mobile game advertising.

Creative grabs attention. It incites action. It compels conversion.

Nielsen says that the quality, messaging, and context of your creative is responsible for as much as 49% of all sales lift. That’s more than five times as much as targeting, and more than double reach. Great award-winning creative is so powerful that ads that win awards generate a full eleven times more market share growth.

So apparently creative is just a little bit important.

That’s why we interviewed PeopleFun’s Design Director, Lee Eisenhuth, and Applovin’s Director of Marketing, Alice Guillaume, for the latest edition of the Growth Masterminds podcast. PeopleFun makes hit games like Wordscapes, and Applovin helps market the world’s best games. What they shared sheds light on the process, magic, testing, and alchemy of mobile game advertising:

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And, scroll through key quotes and a full transcript in my post on Singular’s site.