5 Tips to Launch Your ROI-Driven Interactive Advertising Strategy
Many businesses are already experimenting with interactive ads, and in a newly dynamic-based world, they are now considered necessary for both games and brands. The world of the one click wonder is over. If you want to capture users’ attention and drive conversions, you need to think beyond only whether users will click or not click on your ad. Brands have the opportunity with interactive advertising to guide their users through an entire app experience, without having the app installed. Creating an interactive, playable advertising strategy is key for brands of all types. In this blog, we have distilled what you need to know to launch your strategy into 5 key tenets. While there are overall asset file size limitations to consider, it is important to remember that you do have flexibility in size and performance components when creating your ads. Because you are taking an ROI-first approach, interactive ads are 100% trackable, personalized, and prioritize users first. If you are patient in your data-driven and creative mentality, you will be rewarded with results.
1. Don’t Feel Restricted By Performance And Size Constraints
For example, this concern arises for role-playing games (RPG) as companies are worried that their graphic interfaces can’t be replicated in a playable ad format. In fact, there are a number of tricks for maximizing the assets and focusing on certain aspects of gameplay to ensure engaging and immersive quality. Depending on where the ads are located, generally, final playable sizes should be <=2MB. Even with size constraints, you can still highlight the key animations and characters to give your user a realistic, app-mimicking experience. Luckily, the most graphics-heavy experiences are in 3D games so non-gaming apps rarely run into challenges that you can’t surmount (we even can recreate 3D characters as 2D)! For a non-gaming app, you can also hand pick products to feature to ensure the best user experience. Playable ads allow companies to push the boundaries of capabilities. Interactive ads can range from quizzes and brand-related games to simulated store experiences.
2. Interactive Advertising is 100% Trackable - Think ROI-First
Interactive ads ensure you approach your advertising with an ROI-first mentality. Through an entirely data-driven approach, you are following the user and the money so your advertising dollars are well spent. You can test different iterations of your app, with almost no limits to the number of variables. With a similar data-driven approach regarding the visual process, you can see whether users respond better to an experience where the CTA is served in 10 versus 30 seconds, a quiz with an easier or harder mode, and whether the audience prefers a product carousel or product grid layout. The end product is an interactive ad that is optimized, and you know throughout the process exactly which parts of your ad are working and which parts are not. Even better, you can even use this data to improve the experience for users who already have downloaded your app.
3. Myth: Ads Are Considered Spammy (Answer: Prioritize Users First!)
In the past ads have been considered spammy as users were assaulted with content that they couldn’t relate to, but interactive ads allow you to escape this constraint. As opposed to giving your user something that he or she may or may not care about (because who wants to leave your advertising dollars to luck?), you can target each user and personalize content for each individual. With a user-first mentality, you are ensuring in two ways you are appealing to your best audience. First, you can make sure you find your users in the right environment by knowing which apps they use, what countries they are in, and that they are connected to Wi-Fi. Second, you can ensure your creative will appeal to them by having a pre-qualified user who can be served different variations of your ad based on what we know about the user. Before even testing the creative variations of the app, your user is already qualified ahead of time. You can target users who are more likely to download your app and those who engage with apps that are similar to yours. Different users can even see slightly varied (or totally varied ads). Beyond the experience, or lack thereof, that someone has when seeing a banner or tv commercial, your pre-qualified user will be fully engaged with an experience with multiple touch points as opposed to static advertising content that separates the user and the content.
4. Interactive Ads Are Personalized Ads
A new integrated marketing strategy includes interactive advertising to captivate consumers whose expectations about personalized and customized content have risen to new levels. Interactive ads help guide your users through the in-app experience mimicking the same awesome experience they will have once they download your app. If you believe your app can impress your audience, then you already believe your ad will work. Your ad should be created in a way intended to guide your users through a sneak peek of the app. Once you catch their attention with your first interaction point, interactive ads help you guide them through the interaction goals you have set. Ad targeting can be based on a number of factors including gender and geo-targeting. In a casino ad, for example, you can even serve someone a poker game versus a slots game to emphasize different components within the same app. Here’s another example - let’s say we have a shopping app. Based on user data, we can ascertain whether our consumer would be more likely to purchase electronics or clothing and emphasize those products if we hope to find a way to showcase the most targeted items in a large product catalog.
5. Allow Time for Response and Experimentation (Results Will Come)
As marketers, we all love instant results. But, just as in the case of a longer sales cycle, remember that patience is a virtue and there is no quick fix or solution. Fortunately, with the advancements in data and advertising, creating and optimizing visuals is no longer simply a game of chance. It is in fact, an art and science. There should be optimization toward installs on the model side, and usually also through an account manager who will be helping you achieve your goals. Just like no companies’ visuals are the exact same, come in with your own set of goals unique to your organization. Allow time for model-based exploration on the programmatic side and testing of dynamic parameters in regards to your visuals. With your knowledge of your audience, you should already be on the right track toward engaging and ROI-achieving ads. Use the wealth of data as a guide - you can always optimize to achieve the results you want.
Your interactive ads guide your user through a journey. They invite potential visitors to take action and also achieve measurable results for your business.