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The App Advertising and marketing Snack with Jeremy Widdowson, Efficiency Advertising and marketing Supervisor at Rovio ⎮ Episode 5


Let’s speak about advertising a branded cellular sport and the significance of creatives (and being daring along with your methods) with this episode’s visitor: Jeremy Widdowson, Efficiency Advertising and marketing Supervisor at Rovio.

Under is the total transcript of the video above.

My identify is Jeremy Widdowson, I’m working at Rovio at present as a efficiency advertising supervisor.

How do you assist your app keep related?

Proper, I imply there’s so many mixtures there. Like, we now have unbelievable sport groups. We’ve got unbelievable folks engaged on the model. An enormous factor for us is that we acknowledge that Indignant Birds is a big model. And it’s positively a superb driver for us. However there’s lots of different concepts outdoors of the Indignant Birds IP. 

So testing out completely different sport sorts, completely different narratives, completely completely different characters in several universes. That is the form of factor we use to drive progress. We’re at all times kinda difficult what we now have. It’s superb that we now have such an amazing model and such a recognizable model however we don’t need to get comfy with that both so we’re at all times making an attempt new issues.

However that’s like one of many cool issues right here at Rovio the place it’s in our core values to be daring.

What are the professionals and cons of a extremely recognizable model?

It’s positively a double-edged sword. If we had been perhaps a much less recognized model we may get much more dangerous with our creatives for instance. There’s not so many pointers we’d must observe, not saying there are lots of pointers, nevertheless it must make sense within the Indignant Birds universe. So there’s limitation there, however on the flip facet, as a result of it’s fairly extremely acknowledged,  we may simply have a static of like Crimson the Indignant Hen simply in like a show advert and it’s gonna work fairly properly as a result of it has that instantaneous recognition so in that sense it’s nice.

What ought to app entrepreneurs concentrate on in 2022?

We’re nonetheless within the trenches with ATT and form of determining what to do, find out how to do it properly. However with that in thoughts, if we now have much less visibility into lots of issues and kinda much less optimization levers that we will actually pull. It signifies that creatives are gonna be much more vital than they’ve been. 

The extra we perceive the supply algorithm and the precise machine studying behind it, I believe the higher we’re gonna go. It’s simpler stated than executed. However that’s, for my part, the subsequent huge step.

If we will nail understanding how creatives are delivered, we’re gonna be doing tremendous properly. And I believe that’s recommendation for anybody in advertising, not even efficiency advertising. It’s actually understanding the influence of creatives.

What do you do when your marketing campaign doesn’t work?

I really feel like more often than not it doesn’t work. There’s solely a lot you may actually do which is tremendous completely different from anybody else and lots of the time the rationale it’s tremendous completely different from what anybody else is doing is as a result of another person had tried it and it simply didn’t work.

And naturally, we have to keep some form of secrecy and we don’t need to inform different video games studios what we’re doing, what labored, and what didn’t work.

It is advisable to determine it out by making an attempt and that sort chalks it as much as simply studying. Doc it properly, talk it properly. You possibly can actually study out of your failures and that kinda feeds this progress mindset.

Marine Nozerand

Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video advertisements, app retailer movies, and so on.).

Marine Nozerand

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