7 actionable CTV creative best practices to grow your app

With 98% of internet-connected households being accessible via the CTV programmatic open market [1], advertisers are harnessing this fast-growing channel to boost conversions for their mobile apps. However, to build top-performing CTV creatives, advertisers need to understand the context in which viewers engage with these ads. Unlike users seeing ads on their phones, TV viewers might be kicking back on their couches, watching their favorite movie, or eagerly waiting for their favorite team to get back in the game after halftime.

In this article, we'll explore 7 best practices for leveraging CTV viewing habits to optimize ad performance. Let's get started 🙌!

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#1 Keep your logo in view during the entire ad

One crucial rule for any advertisement—whether on traditional TV or mobile programmatic campaigns—is to keep your brand logo visible for the entire duration of the ad. When app marketers choose to display their logo and name only at the end, the brand gets less exposure, leaving users with only a few seconds to notice and take action. Consider User Acquisition campaigns as an example: when users see an ad for an app they haven't downloaded yet, showing your logo during the entire CTV ad gives them ample time to look for your brand in the app store, confirm they've found the right app, and proceed to install it.

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#2 Make it easier to find your app

In line with the previous tip, make sure users can quickly identify your app when they search for it in the app store. While brands often have different logo variations, it's important to use the same logo and color combinations in both your CTV ad and app store listing. This consistency will help users find your brand more easily.

#3 Focus on showing your app

The narrative should emphasize that the advertised product is a mobile app. Leverage video storytelling to showcase the app interface and user experience, helping users familiarize themselves with how your app works. We also recommend featuring a side stripe with additional visual cues, such as mobile frames, near the call-to-action (CTA).

#4 Feature only one CTA

Do you want to encourage users to try a specific in-app feature? Do you want them to purchase a newly released product? Keep your message concise and impactful, clearly communicating and emphasizing the action you expect users to take after seeing your ad.

For instance, let's say you are featuring a promo code to encourage users to make their first purchase. If your CTV ad features a video and a side stripe, both elements should prominently feature the promo code. Use the video to explain how the code works: showcase the section users should visit, where they should input the code, etc. At the same time, feature a CTA as well as the code in the side stripe during the entire ad.

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#5 Improve user experience with progress indicators

Jakob Nielsen, a usability pioneer, included "Visibility of System Status" as the first of his 10 design heuristics, stating that “the design should always keep users informed about what is going on, through appropriate feedback within a reasonable amount of time.” Users crave control, seeking transparency on how long tasks will take, and what will happen next.

This design principle can easily be applied to your CTV ads to enhance the overall user experience. Manage users’ expectations by incorporating progress bars, circles, or countdowns to show the duration of processes and the time remaining until the ad ends. This will help them better understand how much time they have to look for the app or scan a QR code.

#6 Add voice-overs and subtitles (with AI!)

Adding voice-overs and subtitles to your CTV ads not only enhances accessibility and inclusivity but also brings your narrative to the forefront. These elements can capture user attention and improve message retention. The best part is that this doesn’t require additional manual work from your team. At Jampp, we're harnessing the power of AI technology to seamlessly generate and integrate voice-overs and subtitles into video ads, saving valuable time while building top-performing creatives.

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#7 Check on the size and screen time of your QRs

Keep in mind that some users might be sitting far from their TV. If you include any QR codes, make sure these are large enough to be easily scanned from a distance and remain visible during the entire duration of the ad. This will allow users to scan the codes without any hassle.

Going back to Nielsen's heuristics, keep in mind that user-friendly digital products should always try to avoid frustrations or misunderstandings. Apply this rule by clearly communicating what users can expect upon scanning the QR code, whether they'll be redirected to the app store, led to the discounts section, etc.

Wrapping up: Optimizing your CTV creative strategy

Remember that in a performance marketing strategy, creatives are the visible face of your brand. Therefore, all efforts toward building more efficient ads will translate into better campaign performance. 

As CTV continues to gain momentum, focus on fostering meaningful interactions by integrating compelling storytelling with user-friendly ad formats. These key tips will help you yield incremental conversions and drive measurable growth across screens.

For more information on how to take your creative strategy to the next level, check out this article on creative testing, or contact us to chat with one of our experts.

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Other recommended reads

• How CTV can help you grow your mobile app: Learn why mobile marketers are choosing this trending channel to drive installs and in-app conversions.
• Introducing Jampp CTV: Drive measurable growth for your mobile app across screens

References

[1] Source: Pixalate, 2023.

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