Looking to optimize your digital ads?
This will help to guide your efforts.
Meta recently partnered with AppsFlyer and Dentsu to undertake a new analysis of winning ad creative elements in app promotions, as well as how brands are utilizing new gen AI features to maximize ad performance.
The report integrates findings from analysis of over 1.1 million creative variations, in order to “uncover the patterns, emotional triggers, and user motivations that separate standout ads from the rest.”
And while the focus is on app marketing specifically, Meta has shared some accompanying notes based on the findings which may provide you with more food for thought for your campaigns.
First off, Meta advises that advertisers should begin with “core creative building blocks.”
Those foundational elements, Meta says are:
- Create video ads in 9:16 (with audio)
- Emotional storytelling (incorporate emotional hooks within the first few seconds)
- Include a human presence
- Add text overlays to maximize messaging impact
Meta says that its internal research suggests that campaigns which utilize this combination see a 16% lower CPA on average, a 29% higher conversion rate, and 11% greater reach across Reels, Feed and Stories.
So full-screen video ads, with a human in them:
“Reels that featured a person on screen along with expressive audio saw 8% more conversions per dollar than those that didn’t.”
The storytelling part is probably the most challenging element, but it’s about finding the reason why your product exists, and how it helps people live better.
Meta also says that campaigns which utilize a diverse set of creatives across formats and messaging types see up to a 32% improvement in CPA, and a 9% increase in incremental reach.
Finally, on its evolving AI elements, Meta says that
“In internal tests, ad campaigns using AI-generated images saw an 11% higher click-through rate and a 7.6% higher conversion rate compared to those that didn’t.”
Of course, this is all relative, depending on how exactly you use these elements, and the creative that you produce for your ads. But the data shows that using AI in your ads is not a negative, and in fact can drive better response, when used well.
Meta also notes that over 4 million advertisers now use at least one of its generative AI-enabled creative tools each month “to help them scale creative output quickly and intelligently.”
As noted, the main report (which you can download here) looks at app marketing, and the types of creative elements that are working best in different app categories. And that is likely also indicative, but in more general terms, these pointers from Meta give you some direction on the content types and trends that are resonating most at present.
