Structured Mobile Marketing | The Ad Concept Model (Zynga + Consumer Acquisition)

GameMakers

Some context:

- IDFA deprecation has created a -30% margin compression for many game studios against their game revenue

- With the deterioration of lookalike audiences CA submits that contextual and interest-based targeting will be more performant

- Consumer Acquisition performed over 25,000 multivariate tests on Facebook, Google, Tiktok, and Snap and have learned that 85-95% of new creative concepts fail to outperform the best ad in an existing portfolio. Hence you may need 20-50 new concepts to find your next winning creative.

To address the current market, Zynga's Creative Director Bradly Bifulco and Consumer Acquisition CEO Brian Bowman discuss how a structured process to creative development is absolutely critical to generating performant ad creatives.

Read about it in the GameMakers newsletter: https://gamemakers.substack.com/

EPISODE LINKS:

- Malcolm Gladwell on "Choice, Happiness, and Spaghetti Sauce"

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