The Golden Rules of Setting up Video and Native Creatives That Work

By Anna Schmitt | April 24th, 2017

Native and video ad formats have become a standard in the mobile industry. Having a good strategy at hand on how to best use these creative formats in the right context and at the right time, conveying exactly the message you’d like is just as important as understanding what technical specs to adhere to and how you can work with your ad platform of choice. Some platforms also offer the flexibility to work with different creatives. We are taking a look at how both ad formats can be added to the campaign mix with ease using the example of DataLift 360, AppLift’s unified app advertising platform.

Video & Companion Banner

Let’s assume you want to set up a new mobile video campaign from scratch. You navigate to the RTB overview and select “Create new RTB campaign” which takes you to the campaign setup page.

Then you enter all relevant campaign details and, most importantly, choose the creative type from the drop-down, in this case, video creative.

Now you have the option to upload the creative via drag & drop or the browse button or you can choose VAST direct and upload the creative code (VAST XML) directly into the interface or alternatively, add the VAST XML URL.

Subsequently, you get to upload one or multiple companion banners in the section below. The companion banner is your end card which will be shown at the end of your video unit and usually contains a call to action, such as clicking through to the app store.

Native Banner

As for the native section, it works very similarly here. You choose Native as creative type from the drop down as a first step.

You also need to add a click and app URL, a title and upload the icon, the image and a description which serves as the ad copy for the native ad. You also get to include a call to action below such as clicking through to the app store page which is essential to get your users to convert.

And that’s all — now you’re ready to run your video and/or native campaign! Understanding how to set up different creative types can go a long way in maximizing the campaign strategy to utmost potential. Having a single access for creatives can simplify the optimization process of campaigns and can allow advertisers to view how the different campaign sets are performing from a single interface.

Anna Schmitt
Anna is a Senior Product Marketing Manager at AppLift and is based out of our Berlin office. Aside from work, she is a passionate photographer who loves to travel and also write short stories. If you catch her in deep thought, she's probably either dreaming about her love for London or planning her next meal at an Asian restaurant!

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