The Ultimate Guide On App Marketing Campaign's Creatives

Beatrice Bursese
November 23, 2022
The Ultimate Guide On App Marketing Campaign's Creatives

When your app is on the market, and it is getting attention and downloads, you need to take advantage of that engagement through an effective mobile app marketing strategy. There are many ways to let your app grow its users.

Affiliate marketing is a popular channel that should be considered because it aims at the acquisition of traffic and users for companies’ products. An effective alternative to affiliate marketing is programmatic mobile advertising, which boosts your user acquisition efforts by using machine learning algorithms to target quality users. 


What do you need to run an app install campaign?

Due to the high competition in the app world, you need to find the right strategy to dominate the market and encourage people to download your app. For this reason, you need to boost user engagement through different strategies, such as effective user acquisition and constant work for the app campaign optimization after the launch.

App campaign optimization needs to happen both when planning it and once the campaign has started, bringing you a lot of benefits, such as the increase of the ROAS. Among the different ways of improving an app install campaign, the use of creatives is one of the most efficient ways. There are different formats of creatives which are designed both before and during the app install campaign.  

Let’s take a look at the different creatives’ formats:

  • Banners
  • Video ads
  • Playable ads
  • Interstitial ads
  • Rewarded ads
  • Native ads

All these creatives can be combined and tested simultaneously, for this reason, multiple creatives and ad formats should be rotated to not show users the same ad during the app install campaign.  



Banners are advertisements that companies display on web pages in the form of a bar, column, or video. These ads can be static or animated and their goal is to attract visitors to download a specific app. This method can improve users’ experience compared to other promotional methods and they are also very cheap for the advertisers.


Video ads

Unlike the low participation of users with banners, video ads can be a lot more engaging and informative. Overall, videos seem to work better because they provide a greater user experience due to their persuasive pitch. Video ads represent one the most popular ad formats to promote mobile games. Basically, there are three different types of video ad formats: linear video ads, non-linear video ads and companion ads.


Playable ads

Playable displays are different kinds of displays which offer users the chance of challenging themselves with the mobile game like a free demo before downloading it. This leads to high conversion rates because there is a high engagement of the user who experiences an app before they commit to an install.  


Interstitial ads

They are display ads which cover the entire interface of the host app. They are usually shown between activities or during the pause between levels in a game. They can be more interactive than standard display ads because they could include a call to action to generate post-install events. Together with playable ads, they can also attract more high-quality users.


Rewarded ads

There is a special video format called rewarded video which has a higher conversion rate and is used to promote the mobile game. It aims to reward users for watching the video, providing the opportunity of engaging with the game in exchange for a reward within the app. That’s why this kind of ad especially attracts users who generate post-install events.


Native ads

Native ads refer to all those ads which are designed to match the content of the user experience in which they are shown. They are the less intrusive kind of creative, but they are able to perform high engagement from users. Native ads consist of all the formats mentioned above, such as images, videos and displays and they can embrace any possible call to action.



To sum up, finding the right strategy for your app install campaign is essential to dominating the market, and creatives set the process up for the optimization of the campaign. Different formats of creatives can lead to distinct goals, thus it is fundamental to pick the most suitable creatives for your campaign.