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從業者分享關于手游廣告創意的五個啟發式問題

發布時間:2021-06-17 11:38:56 Tags:,

從業者分享關于手游廣告創意的五個啟發式問題

原作者:Natalie Suthons 譯者:Willow Wu

如今,手游營銷人員比以往任何時候都更需要出色的廣告創意。

隨著算法或多或少地取代了游戲營銷中的競價和目標投放環節,再加上最近行業中與用戶隱私&行為跟蹤相關的政策變化,廣告創意現在成為了用戶獲取經理手中最有力的營銷工具。

然而,為了提高下游指標、獲得可觀的投資回報率,游戲營銷人員需要一種更精巧復雜的創意策略——即依賴于自適應廣告創意,它們能夠針對各種投放位置、情景和用戶自動進行優化。

那么,這樣一來關鍵問題就變成了這些創意點子從哪來?這個擔子是落在了廣告設計團隊的肩膀上嗎?還是UA經理?或者產品團隊中某個最熟悉游戲特色和優勢的人?

dragons watch bundles(from pocketgamer.biz)

dragons watch bundles(from pocketgamer.biz)

事實是,優秀的游戲概念可以來自任何地方,而那些值得載入史冊的概念往往得益于正確的協調與合作。

為了促進這種協作,設定一套關于創意概念產生的框架能夠起到幫助作用。

當然,在頭腦風暴階段不要限制任何想法是很重要的,但同樣重要的是你要列出廣告營銷的目標和要求,同時用正確的問題引導參與者來,激發出他們的創造力。

這里有五個啟發式問題可以幫助到你和你的團隊:

1.我們的主要受眾是誰?我們的游戲是如何融入到他們的生活中的?

無論是普通的安裝廣告還是豪華的超級碗廣告,任何創意都必須始于對目標用戶的深入觀察。

將定量和定性資源結合起來,對你的每個受眾群體進行側寫,包括他們的群體特征、思維、數字行為等等。把他們變成虛構的人物,給予名字和樣貌,這樣會更真實一些。然后想想他們會在什么時候出于什么原因、如何玩游戲。

同一個游戲,不同的人會因為不同的原因下載。有些人可能是為了娛樂,想暫時躲避現實世界,有些人可能是為了社交或者刺激一下大腦。進行創意頭腦風暴,應對這些動機,并向用戶展示你的游戲是如何融入他們的日常生活。

2.他們看到我們的廣告會有什么想法?

隨著IDFA政策的出臺,個性化廣告將成為App營銷者提高轉化率、獲取用戶的關鍵途徑之一。

因此,思考玩家遇到廣告時的情景比以往任何時候都重要。你會把廣告投放到哪些游戲中?會以什么樣的方式?他們在玩游戲時會想什么?狀態是快節奏神經緊繃的,還是平靜放松的?體現出了這類玩家的哪些特征?這種藝術風格或基調是如何影響玩家的情感或心理的?

3.我們怎樣才能讓用戶參與到敘事中?

很多范例級別的成功廣告都是以劇情為核心的。講故事是一種非常有效的廣告手段,因為它能讓觀眾感受到強烈的情感,有時甚至能在一個廣告內傳達出一系列的情感。

但如果你能讓用戶參與其中的話,這種廣告的效果就能更上一層。應用劇情分支選擇或用戶自創內容等元素可以讓用戶參與到敘事中來,讓他們感受到自己對結局的影響。

品牌廣告商通常是將故事強加給用戶,但游戲營銷最好是讓用戶自己創造故事。

4.除了核心玩法,我們還能怎么展示自己獨特的價值主張?

很多人會把廣告的主角設定成游戲的核心玩法,這是個安全的做法。當然,你的一些廣告確實應該突出游戲最受歡迎的特色或最優秀的玩法機制。

但是現在有很多廣告商通過我們所說的“非典型”方式獲得了成功——他們的廣告表現的并不是核心玩法。在這種情況下你必須小心一些,不要誤導用戶,避免出現用戶下載完啟動后才發現App跟自己想象的不一樣,令他們失望。

你可以參考Supercell和Machine Zone的做法,他們請了Liam Neeson和Kate Upton這些名人來推廣《部落沖突》和Game of War,非典型創意和實際玩法片段相結合通常會對用戶有更大的吸引力。

5.我們是否可以選擇一個更獨特的視角?

大多數游戲都有一個獨特的主角,通常這就是玩家操控的角色。就比如《超級馬里奧兄弟》中的馬里奧,或者《刺猬索尼克》中的索尼克。

這類游戲的廣告大多都聚焦于標題中的主角,這是理所當然的。但如果不是圍繞著馬里奧或索尼克,而是通過另一個角色的視角去創造廣告呢?

要是你展示的是碧琪公主自己逃出了牢籠呢?而不是一直等待馬里奧來救她?要是你展示的是蛋頭博士的起源故事,告訴大家他為什么想要統治世界呢?

通過獨特的角度呈現游戲會讓玩家有一種耳目一新的感覺,特別是當他們已經很熟悉這個游戲的情況下。這樣做還可以進一步釋放的團隊的創造力,促使他們迸發出之前從未想到的偉大創意。

總結

是時候讓廣告創意成為游戲營銷人員的核心工具了。畢竟,多數時候玩家是先看到這些廣告才知道你的游戲的。

廣告奠定了用戶對你品牌基本印象,讓他們對游戲的整體體驗有個大概的感覺。所以從一開始就找到正確方向非常非常重要。

本文由游戲邦編譯,轉載請注明來源,或咨詢微信zhengjintiao

Mobile game marketers have more need for exceptional ad creative today than ever before.

With algorithms having more or less taken over the bidding and targeting functions of game marketing, and given all the recent privacy-related and tracking changes to the industry, ad creative is now the single most important lever that a UA manager can pull to impact their campaigns.

To truly drive the kind of downstream metrics and ROI-positive results asked of them, however, game marketers need a sophisticated creative strategy, one that relies on adaptive ad creative that can be automatically optimized for a variety of placements, contexts and users.

The crucial question then becomes, where will the ideas come from to drive your creative strategy? Is it up to the team that designs the ad? The UA manager? Or maybe someone on the product team, who’s most familiar with the game’s features and benefits?

The truth is that great concepts can come from anywhere, and that usually the greatest concepts come from the right mix of coordination and collaboration.

To foster such collaboration, it helps to have a framework for how to come up with creative concepts.

It’s important to not put any restrictions on ideas during this brainstorming stage, of course, but it is equally important to lay out the goals and requirements of your campaign while prodding participants with the right questions to spark their creativity.

Here are five questions to ask that will help you and your team come up with hard-hitting creative concepts for your game’s next ad campaign.

1. Who is our primary audience, and how does our game fit into their life?

It doesn’t matter if it’s for an install ad or a Super Bowl commercial: the creative for any ad campaign must begin with a close examination of the intended audience.

Use a combination of quantitative and qualitative sources to build a detailed profile for each of your audience segments, covering their demographics, psychographics, digital behaviors and more. Turn them into fictional personas, giving them names and faces to make them real. Then think of how, when and why they play your game.

Don’t forget that different people can download the same game for completely different reasons. Some might look for entertainment or escape, while others for social connection or brain stimulation. Brainstorm ad concepts that address these motivations and show audiences how your game fits into their day-to-day lives.

2. What is the player’s mindset when they see our ad?

With the pending deprecation of IDFA, contextual ad relevancy will become one of the key ways for app marketers to increase conversions and acquire interested users.

Therefore it’s more important than ever to consider what the player is doing when they encounter your ad. What game or categories will your ad appear in, and where will the placement occur?

What frame of mind is the prospect in when they’re using the game? Is it fast-paced and adrenaline-fueling, or low-key and relaxing? What does that say about the type of person playing it? How does its art style or general tone affect their mood or psyche? Try to design ad creative that appeals to those same emotions.

3. How can we involve viewers in the storytelling?

Many of the most successful ads throughout history are, at their core, stories. Storytelling is a powerful advertising device because it causes audiences to feel strong emotions, sometimes even covering a range of emotions within a single unit.

But storytelling in ad creative becomes even more effective when you find a way to get the viewer involved in the process. Incorporating elements of choose-your-adventure or user-generated content can engage users with the narrative and make them feel invested in its outcome.

Brand advertisers generally aim to force their stories on audiences, but game marketers are better off letting audiences write their own narrative.

4. Outside of core gameplay, how else can we show our unique value proposition?

It’s easy to fall into the trap of designing ad creative that shows a game’s core mechanics. It’s what most games do, and it’s the safe approach. And certainly, some if not most of your ad creative should highlight your game’s most popular features or best gameplay mechanics.

But many advertisers are seeing success with ads that use what we call an “atypical” approach, in which the ad creative reflects something other than the core game experience.

Now, you must be careful in this case to not mislead users; you wouldn’t want to show something that looks like it could be the app, only to leave users disappointed when they actually download and start using it.

But in much the same way that Supercell and Machine Zone famously used actors like Liam Neeson and Kate Upton to promote Clash of Clans and Game of War, a combination of atypical creative and actual gameplay footage can often engage users more deeply with your ad content.

5. How can we flip the script to show a unique perspective?

Most games have a unique protagonist or main character. Usually this is the character who is controlled by the player. Think Mario in Super Mario Bros. or Sonic in Sonic the Hedgehog.

Most ads for games like these focus on the titular character, and rightfully so. But what if, instead of the ad revolving around Mario or Sonic, you flipped the script and created an ad from the point of view of a different character?

What if you showed Princess Peach, not simply waiting on Mario to save her but breaking out of jail all on her own? What if you showed Dr. Eggman’s origin story and what led him to want to conquer the world?

Seeing things from a unique point of view can give audiences a whole new perspective on your game, especially if it’s a title they’re already familiar with. It can also unleash your teams’ creativity and get them to come up with great creative ideas they might never have thought of before.

Get creative with your creative

It’s about time that ad creative became the central tool in the game marketer’s toolbox. After all, ad creative is often the first encounter a visitor has with your game.

It sets the tone for their impression of your brand and lays the foundation for their overall experience with your game. So it’s important to get it right, right from the beginning.

(source: pocketgamer)


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