End cards that convert: boost mobile ads conversion by 30%

Summary

In this insightful discussion, Abby Cohen, a creative lead at BigAbid, shares key strategies for optimizing mobile ad end cards, a crucial component in driving app installs and conversions. From static to dynamic and interactive formats, Abby explains how testing various combinations of creative elements—such as call-to-action buttons, timers, and even unexpected designs—can significantly impact performance. The conversation also delves into the evolving trends in ad length, audience psychology, and the value of testing unconventional creative approaches. The key takeaway: continuous testing, iteration, and embracing creative risks are essential to mastering mobile ad campaigns.

Takeaways

• 😀 Clear CTAs with visual cues (e.g., pointing fingers) can guide users to take the desired action.
• 😀 Experimenting with 'crazy' creatives can lead to unexpected successes, even when they defy conventional rules.
• 😀 90% of creatives should be based on data, but 10% can be completely wild and untested to encourage innovation.
• 😀 Serendipity and luck are essential in finding viral or highly effective content, especially in the social media space.
• 😀 Traditional ads often fail to stand out because they follow predictable patterns; breaking these patterns is key to creating impact.
• 😀 Good advertising should interrupt and challenge viewers’ attention, making them pay attention to the new message being conveyed.
• 😀 Testing and constant optimization of video components, like end cards, is critical for maximizing ad performance.
• 😀 It’s important to continue testing and improving creatives, even after significant time has passed since the campaign began.
• 😀 Ad creatives that look unprofessional or 'childlike' can sometimes perform exceptionally well and resonate with audiences.
• 😀 The advertising landscape requires creative freedom and a willingness to embrace failure to ultimately succeed.
• 😀 Don’t underestimate the power of a unique or unexpected ad creative—sometimes the most unconventional ideas yield the best results.

Q & A

What is the importance of psychological mechanisms in creative advertising?

Psychological mechanisms, such as using clear visual cues to guide users, play a critical role in increasing engagement. These mechanisms, like showing where to click or using familiar actions, enhance the likelihood of users following through with the desired action, even when a direct call-to-action (CTA) might not be enough.

How much room should creative teams be given to break advertising rules?

Creative teams should be encouraged to experiment with unconventional ideas. The speaker suggests that 10% of creative work should be intentionally wild or crazy, without relying on data, to spark unexpected success. This approach allows for creativity to flourish, potentially leading to breakthrough ideas.

Can you provide an example of an unconventional creative that succeeded?

One example mentioned is an ad that looked like it was drawn by a child. Despite its simplicity and lack of conventional design, the ad performed well, demonstrating that even the most unconventional ideas can connect with audiences and drive results.

Why is testing considered crucial in advertising?

Testing is essential because it helps determine what works and what doesn’t in terms of ad performance. Even after a year of testing, the speaker highlights that constant optimization is necessary, particularly for elements like end cards, which are key to boosting engagement and achieving better results.

What role does serendipity play in creative advertising?

Serendipity or luck plays a significant role in the creative process. Sometimes the best-performing creatives come from unexpected, random ideas. Allowing space for such creativity can lead to breakthrough moments that data-driven approaches alone might not predict.

How does traditional broadcast advertising compare to modern digital ads?

In traditional broadcast ads, such as car or beer commercials, there’s often a formulaic approach where the brand or product is clear from the start. In contrast, modern digital ads aim to break through the clutter and capture attention in more engaging and unconventional ways, standing out from the typical formulaic approach of TV advertising.

What is the purpose of using a call-to-action (CTA) in ads?

A call-to-action is used to direct users towards a specific behavior, such as clicking a button or making a purchase. It's a clear instruction that helps guide the audience toward taking the desired action, though additional visual cues can be necessary to ensure maximum engagement.

What challenges do creative teams face when testing ads?

One of the main challenges is getting accurate and actionable results from testing. Even with experience, testing is time-consuming and requires continuous refinement. However, it is a critical process for improving ad performance and ensuring that creative elements, like end cards, are optimized.

Why is it important to test multiple creatives?

Testing multiple creatives allows for comparison to see what resonates most with the audience. This process helps identify the best-performing content, optimize ad effectiveness, and improve the chances of a campaign's success.

What is the balance between data-driven advertising and creativity?

While data is a cornerstone of successful advertising, there is a strong argument for incorporating creativity and experimentation into campaigns. Allowing room for wild, unconventional ideas can lead to breakthroughs that might not be captured by traditional data-driven approaches alone.