Introduction
& Methodology

The lifespan of a creative ad is an ongoing challenge for all advertisers. Sometimes you wish you could use the same video ad for years because it performs. But what if we told you that you could literally reanimate your outdated best performers?

For this report, we studied over 7M video ad creatives across a variety of popular advertising platforms and discovered easy to recreate, yet effective techniques for extending the life of creative ads. Dive in to learn how to optimize your creative ads and maximize their return on investment!

About ObtainAds

ObtainAds helps to simplify and streamline the process of creative video production by using AI technology and automation. 1000+ ad variations are created in the service monthly, the effectiveness of ad campaigns increases by 30% and ad lifespan extends by 100%.

The tool provides all the features necessary to produce performing creatives:

- Infinite effective ad variations

- Adaptation to any platform, aspect ratio and geo

- Proper auto naming for convenient organization and analytics

- Huge database of performing hooks, music and visual assets + GIPHY integration

Minimalistic wokrflow, no design skills required

About Tenjin

Tenjin offers free-to-start, pay-as-you-grow advertising measurement for mobile game developers. Empowering mobile publishers with a distinctive approach to growth analytics, Tenjin enables them to punch above their weight. With a starting price of $300 per month, Tenjin users get access to all the available products with no hidden costs or need for add-ons. Tenjin played a crucial role in the growth of studios, including Ruby Games, Voodoo, Kooapps, and Say Games, and is currently trusted by more than 25,000 apps and 300 platform partners.

Gaming Market Dynamics 2022 – 2023

Despite a 17% surge in ad impressions in 2023, gaming advertisers struggled to capitalize on this increase. The persistent decline in CTR, clicks, and installs indicates that advertisers continue to grapple with the privacy changes implemented a couple of years ago. As we navigate the gaming advertising landscape of 2024, I have both bad news and good news to share. The bad news is that there are no signs that 2024 is going to be easier than 2023 for gaming advertisers. The good news is that regardless of what’s going on in the industry, creatives are always going to be one of the key leverage points. Privacy changes have not affected the data dimension that helps assess the quality of creatives. Now that we all have AI tools at our disposal, it's easier to produce more creatives in bulk. However, the main problem remains: how can we produce creatives that convert in bulk? Interestingly, nothing changes in that department. The studios that can figure that out will stand out from the rest.

Ad impressions increased by

Ad clicks decreased by

17%

7%

Average CTR decreased by

Advertising installs decreased by

3%

6%

Roman Garbar,

Marketing Director, Tenjin

Styling video ads for events and holidays is not only effective in capturing viewers' attention, but also has a high chance of going viral. This can potentially boost the visibility and installs of your game or app. Event and Holiday modification of video creatives also helps to reanimate low-performing creatives and extends the life span of the best performers. 

Christmas

#1

#2

#3

Unique users seen

Unique users seen

Unique users seen

Image to Video

Videos are a more engaging content format compared to static images. The viewability rate for video ads is 79%. Static banners can be transformed into video creatives by applying simple animations, mock-ups and soundtracks.

#4

#5

#6

Unique users seen

Unique users seen

Unique users seen

Captions

Captions on ad creatives enhance accessibility and comprehension, user experience, and overall engagement. They enable viewers to understand the key points of your ad even when it is muted. Captions can also provide some SEO benefits, improving the discoverability of your video in search engine results.

Advertiser: VOODOO

#7

Before

After

Unique users seen

Unique users seen

Unique users seen

Advertiser: Lion Studios

#8

Before

After

Unique users seen

Unique users seen

Advertiser: ROLLIC GAMES

#9

Before

After

Unique users seen

Unique users seen

#10

Advertiser: Polycam

Unique users seen

Hook/Opener

Opener is a powerful tool to capture viewers' attention and make a strong initial impression. Hooks and openers set the tone of the video, create a memorable and impactful introduction, making it more likely that viewers will continue watching and engaging with your content.

Advertiser: SAYGAMES

#11

Before

After

Unique users seen

Unique users seen

Advertiser: ROLLIC GAMES

#12

Before

After

Unique users seen

Unique users seen

Overlays

Overlays in ad creative videos serve as a versatile tool to convey important information, drive user actions, and enhance the overall appeal of your app or game. Some of the most effective ways to motivate users with overlays are interactive CTA buttons, progress bars, countdowns.

Advertiser: Multicast Games

#13

Before

After

Unique users seen

Unique users seen

Unique users seen

UGC

UGC makes ads more trustworthy and often result in a lower cost-per-acquisition: UGC-based ads get 4x higher CTRs and 2x lower CPC. You can implement this technique by incorporating video cuts overlays with people's reactions into your ads.

Advertiser: VOODOO

#14

Before

After

Unique users seen

Unique users seen

Advertiser: Playgendary

#15

Before

After

Unique users seen

Unique users seen

#16

Advertiser: PlantIn

Unique users seen

Multiply your winning creatives with ObtainAds in few clicks

Unleash the potential of your mobile marketing campaigns with ObtainAds! This innovative creative platform empowers you to optimize and scale your top-performing campaigns for maximum longevity. Don't just read about it – experience the difference yourself.