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And see what sort of a app set up campaigns do they run on in-app advert networks. To do that evaluation we use information shared by the Cell Motion platform. This information provides us a way of what sort of advert creatives they used on 7 completely different networks: Fb Viewers Community, AdMob (so UAC advertisements), Unity and Vungle.


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The advert intelligence information from Cell Motion is very robust for Android, so we targeted on a number of the largest advertisers for the Android apps (loads of the creatives are very related for iOS and Android). Under are the apps we checked out and their rank of their respective class.

Attention-grabbing to see how these apps categorized themselves relying on their strategy

As a component of comparability, we additionally regarded on the Fb feed advertisements run by these apps (extra about discovering you rivals’ advertisements right here).


Normal stats about their promoting

Supply: Cell Motion Intelligence Knowledge

No shock there: Fb Viewers Community (FAN) is clearly the advert networks the place essentially the most creatives have been examined. It’s the case for many apps, and for relationship apps (very social apps) it makes much more sense.

In the event you’ve learn a few of our earlier posts the place we checked out advert creatives in several classes, you realize that loads of the advert creatives used on FAN are additionally (and sometimes primarily) utilized in different Fb placements (particularly Fb feed). In reality taking a look at all these apps it appears that evidently they’ve tried FAN for some restricted time period and appear to not be utilizing it an excessive amount of anymore. So the evaluation of those creatives is extra related when contemplating how they’re used for Fb feed advertisements or different Fb channels.

Solely two different advert networks appear to be used: AdMob by way of Common App Campaigns and Unity (by Badoo and Tinder).

What we’re seeing within the chart above is the advert creatives depend, and it doesn’t replicate how a lot every channel is used. For this, you need to have a look at the % of impressions indicated by Cell Motion for every app. For instance Badoo’s high 5 advert creatives are all used on Unity and signify about 97% of impressions for the app. In order that they’ve by no means actually used FAN a lot (nonetheless they run loads of app set up advertisements within the Fb feed).

Supply: Cell Motion Advert Intelligence

Versus most different classes we’ve checked out to this point, the unfold between photographs and movies is fairly even. We are able to think about that it is because only a photograph of a possible “date” or a photograph with a few indications can already be fairly highly effective and compelling to somebody trying to meet individuals.

Supply: Cell Motion Advert Intelligence

In relation to the video advertisements facet ratios, it’s fascinating to see that it’s the panorama format that dominates, with the sq. facet ratio being a detailed second. Even once we have a look at advert creatives solely on the Fb Advert Community the break up is fairly even between sq. and panorama.

For the apps nonetheless truly utilizing FAN, it may be fascinating to additionally check portrait 9:16 creatives because the advertisements are in all probability usually displayed in portrait apps.

Trying on the content material itself of the video advert creatives within the high 5 for every app, listed below are the principle sorts of content material:

  • Characteristic focus (consumer expertise, relying on the app: discovering individuals round you, swiping, and so forth.)
  • Testimonials (individuals sharing their expertise or couple footage)
  • “Storytelling”
  • Particular person speaking about idea (particularly for localized movies)

Our favourite creatives from essentially the most used video advertisements

Amongst the highest 5 video advert creatives which have been used essentially the most by every of the apps (utilizing the share of impressions given by Cell Motion), we chosen 3 we like and are consultant of what appears to carry out nicely.

Some are quite simple and easy, and a few required extra work from a video manufacturing perspective.


That is the everyday “testimonial” advert for Bumble, who’s utilizing loads of these of their Fb promoting.

It’s tremendous easy, and meant to look consumer sourced (or perhaps truly used). This advert artistic already has had greater than 1.5 million views and has subsequently been used quite a bit by Bumble.

To allow them to have some consistency between advertisements of this type, the caption has the Bumble colours.

It’s fascinating to notice that Bumble depends closely on this type of creatives, in addition to on “couple testimonials” with 2 individuals telling extra about their tales.

With their current tremendous bowl advert, they’ve additionally spinned off a couple of prime quality advert creatives with Serena that they’re testing.


Like most different relationship apps OKCupid additionally has video creatives which are testimonials or visuals of {couples} collectively, normally with the angle of “substance” vs. profile photograph as that is their strategy.

What they’ve been utilizing essentially the most nonetheless on Fb Viewers Community (and Fb feed) are advert creatives on the DTF idea they launched greater than a yr in the past now. In the event you’re not within the US and haven’t seen any OKCupid billboards or subway advertisements, the DTF idea is a twist they gave to the acronym (initially All the way down to F***).

DTF Adverts from OKCupid within the subway

The DTF idea within the NYC subway

It is a fairly sensible strategy and it should have labored pretty nicely since a yr later they’re nonetheless leveraging the idea and designs, at the least in digital.

The advert artistic with essentially the most impression on Fb Viewers Community is the one beneath (regardless that they’ve since stopped campaigns on FAN), and a number of different variations (quite a bit in static) are presently utilized in Fb feed advertisements.

This provides a way of how a holistic strategy will be carried out. It’s robust from a branding perspective and may final for some time.

It’s fascinating to additionally see different relationship apps like Tinder taking a robust “stand” with their strategy (they now have #SingleNotSorry and #AdultingCanWait advertisements in dwell motion video).


Though we really feel the execution and high quality of the dwell motion photographs would achieve from being improved, it appears that evidently Happn has discovered the kind of creatives that work for them.

Right here too they have an inclination to decide on one thing that’s in keeping with the distinctive strategy of the app: reconnecting with somebody you crossed path with.

They’ve been utilizing a number of creatives round that “reconnection” idea, with variations in a number of languages. As a result of some variations should not have actors speaking, they’re additionally in a position to localize them pretty simply (so long as the actors may look native) by simply altering the voice over and subtitles/finish playing cards.

Right here is an instance with essentially the most used advert creatives on Fb Viewers Community in line with Cell Motion.

As talked about earlier like a number of different apps Happn doesn’t appear to be utilizing FAN anymore, nonetheless by taking a look at the creatives they use for Fb feed advertisements that is an strategy they’re utilizing quite a bit (with some movies totaling greater than 500k views already).

It additionally appears that they’re upping the standard a bit, and their newest creatives there look much less novice.

We hope this publish gave you some good insights into how a number of the high relationship apps promote on in-app advert networks, what sort of advert creatives they use to amass new customers and how one can get inspiration from them.

In the event you’re inquisitive about seeing extra advert intelligence information, try the Cell Motion platform.