Greg Castro, VP, Global Partnerships at Mobvista looks at how advances in AI are redefining the mobile advertising landscape and how developers can leverage the opportunity.
Artificial intelligence and automation technologies are propelling a shift in ad creative production, helping advertisers move from static, passive ad formats to more dynamic, interactive experiences that are proven to be more engaging for users.
When the first AI-generated ads started to appear, the ad tech world sat up and took notice. But these early, AI-generated ads, only created static images. These ads looked primitive compared to the interactive video ads that people were already producing at the time. But playable ad production was expensive and labor-intensive. Making those ads also required a high level of design and coding skills.
AI systems are now able to produce interactive ads at scale, taking out these traditional blockers. Today’s powerful, AI-driven creative technology can automatically identify key moments in video content, generate interactive elements, and optimize the user experience, all with minimal human intervention.
Today, AI can transform existing video assets into playable experiences, allowing potential users to interact with the apps directly in ads. This is a major advancement for companies who want to encourage downloads of their games by giving users a feel for the experience before they commit to the download.
This shift is part of a broader move towards leveraging AI to streamline creative production and enhance campaign performance, making the creation of complex ads both simple and scalable, with significant implications for advertisers.
The power of immersive engagement
Interactive videos offer a level of engagement that static videos simply can’t match. From my observation of SDK networks, over 75% of installs come from interactive creatives for the apps that use them.
Further data confirms the superior performance of interactive video content: In 2022, researchers at the RTI International Research Institute conducted a study that found that interactive ad formats boost brand recall by over 50% compared to standard ads. And because users spend longer interacting with the content, conversion rates also increase.
Another study found that 85% of viewers are more likely to purchase after watching an interactive video, compared to 51% for traditional videos. Figures like these are simply too compelling to ignore and suggest that app marketers should consider playables as part of their media mix. So, what do app marketers need to do to leverage the power of playables?
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Give AI the brief it deserves
The rise of AI-powered ad creative tools is not just about replacing human creativity but augmenting it. In creating interactive advertising, it is key to identify the elements of the game that appeal most to users so that you can steer the AI system in the right direction to create the most engaging ads.
This might involve old-school research among your users to get their input, with AI able to help crunch the data collected to extract the insights that will inform your campaigns. AI has a big part to play in advertising’s future, but it doesn’t exist in isolation. A collaborative partnership between human creativity and artificial intelligence will define the future of ad creation.
Get creative with your components
Not all your ads need to use the same features: playables should encourage play. Don’t keep relying on the same elements or mechanics. Keep an eye on the competition and add their creative ideas into your mix.
Prioritize user engagement
User experience must be your top priority when developing playable creatives. Ensuring your ad is easy to figure out, fun, and simple to use minimizes the risk of frustration, and increases the likelihood of a download or conversion.
Find the right partner
There are many AI tools and systems on the market, some with better functionality or performance than others. When seeking a partner to work with, do your due diligence to find one that understands the app marketing space, and who has the tools and tech to produce playable ads efficiently, cost-effectively, and quickly.
The future of mobile ad innovation
The shift towards AI-powered interactive ads represents a fundamental change in the way brands connect with consumers on mobile devices. As AI continues to evolve, we can expect to see more sophisticated tools and techniques that enable personalized, engaging, and effective ad experiences.
The ability for programs to detect content and then adapt that content and integrate it into ads in real time will be a major advance and advantage to the companies that wield it. Embrace the power of AI, fuse it with human-powered innovation and creativity, and reap the rewards.
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