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It's rare that I see a company's mobile advertising metrics deteriorate where creative is *not* the culprit. Ironically: many companies think their marketing creative teams are over-resourced, but it's almost impossible for that to be the case. Some thoughts in a thread (1/X)
2/ As I discuss in this post, all modern mobile advertising platforms abstract away the work of campaign management. The underlying points of optimization for marketing teams are 1) success event selection and 2) ad creative https://mobiledevmemo.com/mobile-ad-creative-how-to-produce-test-and-deploy-advertising-creative-at-scale/
3/ Success event selection is actually pretty straightforward -- or, at least the process of finding the events that are best predictive of longer-term monetization is straightforward (some apps dont monetize well!). This is a well-worn analysis exercise https://mobiledevmemo.com/broad-targeting-on-facebook-took-me-to-500k-month-in-spend-now-what/
4/ Ad creative production can be harder because there are so few fundamental constraints on how an ad might look. Some ad creatives are obvious and fit to almost axiomatic templates, like this acorns ad https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&view_all_page_id=432795363423568&sort_data[direction]=desc&sort_data[mode]=relevancy_monthly_grouped
5/ And some are far more abstract / less obvious, like this Calm ad https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&view_all_page_id=328627523855071&sort_data[direction]=desc&sort_data[mode]=relevancy_monthly_grouped
6/ Conceptualizing these creative templates, producing them, and testing them is not trivial. And as an advertiser spends more, the optimization opportunities must be explored further: event selection and ad creative. https://mobiledevmemo.com/automated-creative-testing-mobile-marketing/
7/ Event selection (across different segments and ultimately, at the level of the user) can be automated. For now, ad creative production mostly can't be. It's bewildering to me that companies will spend millions on data science automation platforms but not ad creative production
8/ Often companies see ad creative production as incidental and not a fundamental input to ad spend. But what else is going on in the background to drive ad spend? Campaign management is mostly automated and online ROAS / LTV models have been in place at big advertisers for years
9/ When a company's ad spend is declining (because metrics aren't holding), they often have no formal ad creative production process in place. 100% reliant on outsourcing firms. Creative testing is haphazard. No logic behind creative testing success standards.
10/ None of these things is any less important than event analysis or personalization (in fact, they should all be integrated!) yet companies see investing into these activities as frivolous or wasteful https://mobiledevmemo.com/ad-creative-shouldnt-be-a-b-tested/
