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Top Creatives: How to Select a Color for CTA Buttons

In a mobile game ad creative, you want to grab a gamer’s attention, attempting to persuade him or her to click-through to a desired app store and download a game. A call-to-action (CTA) button is a visual element within many ad creatives that’s meant to entice a gamer to click it and go to a game’s app store page.

Color is one of the most powerful visual cues to consider in a CTA button. Your choice of color can be the difference between getting a gamer to click-through or not. For the uninitiated, color is more than just a visual property. Colors can evoke different emotions in people, resulting in different reactions. For example, red elicits good luck in China, while the same emotion is associated with green in North America.

Top Creatives: Puzzle

Some things just go together–peanut butter and jelly, burger and fries, Bert and Ernie, and puzzle games and mobile devices. Puzzle is one of the most prominent game categories that translates perfectly to touchscreen devices. For instance, the touchscreen interface mimics the tactility of a jigsaw puzzle and the physics of a block puzzle.

If the Puzzle category in the Chartboost Network was a jigsaw puzzle, it would be marked at expert level. The Puzzle category is highly competitive and takes an outstanding creative to stand out from the pack, but that’s what we’re here for. In this month’s Top Creatives series, we connected all the pieces, stacked all the blocks and popped all the bubbles, to find the common best practices among the top performing creatives in the Puzzle category with superb impression-to-install conversion.

Finger on the Screen

Harpen Solitaire mobile game

Top Creatives: Japan

One theme was made apparent after the conclusion of the Tokyo Game Show—mobile gaming continued to flex its muscles as the dominant platform for games in Japan. In total, TGS exhibitors showed off 310 traditional console and handheld games, but a whopping 505 iOS and Android games. Now here at Chartboost, we’ve seen firsthand the swift growth of Japan on our revenue platform.

Back in February 2014, we joined forces with Distimo (acquired by App Annie earlier this year) for a partnered report. In an analysis of average revenue per download (ARPD) among apps in the Games category vs. average CPI in the Chartboost Game Network, by country, Japan displayed the strongest revenue potential globally. Japan owned the highest ARPD worldwide, which was also coupled with an average CPI that was less than a third of the ARPD. The analysis told us two things—the strong profitability and revenue potential for mobile games in Japan.

It goes without saying that Japan is on the short list of countries that developers want to target in the Chartboost Game Network. So for this month’s Top Creatives report, we placed a spotlight on Japan. From our analysis of the top performing creatives in Japan in August 2014, we identified two common themes–localization and creatives for Japanese games performing well locally.

Localize Creatives for Maximum Effectiveness

Harpan
Localizing your creatives can pay dividends.

Top Creatives: Fashion & Lifestyle

Top Creatives: Fashion & Lifestyle

If you’ve been watching the mobile games headlines in the last month, you’ve undoubtedly heard about the overwhelmingly positive reaction to the release of Kim Kardashian: Hollywood by Glu Games. Going beyond the headlines and into the Chartboost Network, there’s a lot of interest in fashion & lifestyle games driving solid CTR rates and, for the top performers, great impression-to-install conversion.

Let’s look at the creatives driving success and identify the best qualities to consider.

Strike a Pose
With the focus on fashion and a luxurious lifestyle, it’s important to make sure your creatives look the part. Choosing clear images that make a strong impression up front quickly conveys to potential players what the focus of your game is. Putting a fashionable avatar front and center reinforces the focus, and adding in accessories to indicate the “dress-up” facet will help complete the gameplay story.

Fashion Salon
Covet Fashion
Top Creatives: The Big Game in Sports

Top Creatives: The Big Game in Sports

Are you an advertiser looking for high value users in a segment that many ignore? Well, sports is where the action is! Sports publishers have extremely valuable users, yet their eCPM is typically around average for the Chartboost Network. This segment offers a wide open field of gamers who may be an ideal targeting opportunity for your next campaign.

Football Rush
 For Sports Advertisers

If your game is in the Sports category, you have a built in advantage, and connecting to players of Sports games with your games should be a snap. The affinity for your game is likely to be higher due to established player interest in the category. A well developed creative should communicate this connection clearly to players – reducing the chance of disinterest in the advertisement.

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Top Creatives March 2014

We believe that a good creative should attract the player’s interest to get a click, but that it should never deceive or confuse the player about the type of game they’re clicking to play. A common denominator we see across all top performing creatives is that the player has a very clear understanding of the type of game portrayed to them. There are a few common ways that creatives are able to do this – successful creatives often portray the in-game mechanics or show off some of the main characters.

Top creatives share some common themes, including:

  • Properly depicting gameplay
  • Localizing creative when appropriate
  • Mentioning it’s “Free” or “Free Today”
  • Using higher resolution and properly sized creative
  • Using one central focal point, such as a characterThis month, we’re focusing our analysis on Europe where we looked at top targeted countries to show some of the more successful creative assets on our Network.
Top Creatives February 2014

Top Creatives February 2014

For this month’s Top Creatives, we chose to focus on some of our (and the global economy’s) fastest-growing countries: Brazil, Russia, India, and China (BRIC). We were particularly interested in seeing if the same creative best practices that we’ve learned from some of the English-speaking markets, still carry over to these large and growing markets.

Since we are talking about countries that speak other languages besides English, we thought it would help to provide suggestions on whether to localize your creatives based on Country and OS. Make sure that you know that these suggestions are based on surveying the top performing creatives by CTR.

Top Creatives January 2014

Top Creatives January 2014

We’re back with our monthly Top Creatives for 2014! Every month, we’ll explore different geolocation, device, campaign types, and more to provide insight into Chartboost’s top performing creatives. This month, we’re presenting the best in Network Advertising campaigns targeting the United States across each platform.

Chartboost Top Creatives August 2013

Chartboost Top Creatives August 2013

There are a ton of factors that come into play when creating an effective campaign, but there’s no denying that having a great creative is one of the most influential parts of getting clicks. We like to gather our top performing creatives each month to give our developers an idea of what’s performing well, so that they can better optimize their own campaigns! Here’s a look at what did well for the month of August.

Chartboost Top Creatives July 2013

Chartboost Top Creatives July 2013

There are a ton of factors that come into play when creating an effective campaign, but there’s no denying that having a great creative is one of the most influential parts of getting clicks. We like to gather our top performing creatives each month to give our developers an idea of what’s performing well, so that they can better optimize their own campaigns! Here’s a look at what did well for the month of July.

Top Chartboost Creatives May 2013

Top Chartboost Creatives May 2013

There are a ton of factors that come into play when creating an effective campaign, but there’s no denying that having a great creative is one of the most influential parts of getting clicks. We like to gather our top performing creatives each month to give our developers an idea of what’s performing well, so that they can better optimize their own campaigns! Here’s a look at what did well for the month of May.