Creatives
July 5, 2024
Optimizing ad creatives with a top gaming company
Top-grossing company
+123%
CTR Increase
Are your game ads failing to capture attention?
Try Sensemitter, and enhance your ad creatives with neuro-marketing insights. Stand out and drive higher engagement.
I want the same
A leading mobile game developer with 85+ million DAU sought to optimize their advertising campaigns by utilizing Sensemitter, an innovative emotional feedback tool.
The goal was to dig deeper into user engagement and tailor ad creatives accordingly to improve their key metrics such as CTR as a result.
Why emotional feedback is important
Emotional feedback provides qualitative insight into main performance metrics, such as CTR, IR, CPI, and more.
Emotional analysis proved to demonstrate higher precision and stronger correlation with performance metrics than conventional questionnaire-based analysis.
Using this innovative approach, leading game developers are able to uncover deeper insights at a scale of 40+ ad creatives a day.
Tanks game: strong correlation between Emotional Score (happiness shift) and Likes/Views ratio
Key findings #1
- The new video has a significantly higher level of attractiveness and interest and a lower level of tension.
- The increased attractiveness is due to a positive change in the main character's first action. There was a decline in attractiveness after the main character's mistake.
- The old video's higher level of tension is due to the greater distance of the perspective, which requires users to strain more to see what's happening, especially on mobile devices.
Conclusion
The new creative version outperformed its predecessor in all main perception parameters.
The character's correct actions were perceived more positively than incorrect ones at the beginning of the video, and the change in viewing perspective had a positive impact on both tension (lower) and interest (higher).
The character's correct actions were perceived more positively than incorrect ones at the beginning of the video, and the change in viewing perspective had a positive impact on both tension (lower) and interest (higher).
Key findings #2
- The video without a purchase (Version 1) is more attractive than the one with a purchase (Version 2).
- Users are most attracted to receiving coins and beginning a new activity in the video without a purchase.
- Receiving coins is perceived positively, as well as transitioning to a new activity without paying.
Conclusion
In the comparison between Version 1 and Version 2, audiences preferred the video without the in-game purchase clusters (featuring coins). Users found the coin visuals and the faster transition to the next activity, without the need for payment, more appealing.
Key finding #3
- The video shows a strong correlation between concentration and tension, indicating that tension drives attention.
- The level of attractiveness in the video fluctuates with tension: attractiveness decreases when tension increases. The creative is structured to include tension at the beginning of the scene and compensate with increased attractiveness at the end, creating a constant swing between tension and attractiveness that ensures high engagement potential.
Conclusion
It may be worth replacing the shot with a less positive and attractive one, as it conflicts with the overall perception of the video, which is situationally tense. It may also be worth replacing the call-to-action with a more suitable one.