Glossary | C | Creatives and Ads

What are creatives in mobile apps?

Creatives are the assets you use as part of an advertising campaigns. Ads are often referred to as “creatives.”

Top 3 creatives best practices:

Test: Always test your ads, looking at different element changes and overall user experience to identify what works and what doesn’t. You can never test too much, but there is always a good possibility you’re not testing enough.

Measure: Trust the data and use it to make strategic decisions by testing with your key audiences. Measure your ads by focusing on KPIs such as installs, conversion ratio (CVR) and click-through rates (CTR).

Invest: Good and effective ads have the ability to impact your bottom line and grow your business and brand awareness. This means you should allocate resources and budget for creative testing.


Main types of ad formats:

  • Video ads
  • Video ads are short commercials that show up in between a certain number of gameplay sessions or can be triggered by the user for rewards.
  • Banner ads
  • Banner ads are small ribbons that appear in an app or game’s user interface. This allows players to keep using their app while seeing a small ad. Banners can be static or animated.
  • Interstitial Ads  
  • Splash Ads