Latest news with #dentsu
Campaign ME
14-05-2025
- Entertainment
- Campaign ME
Creative variety becomes a strategic imperative, says AppsFlyer's 2025 report
In gaming, just 2 per cent of video ad creatives absorb 53 per cent of total ad spend. In non-gaming, that figure drops to 43 per cent. This 10-point gap signals a shift toward broader creative testing, fatigue mitigation, and audience segmentation. Based on the analysis of 1.1 million video ad creatives, across 1,300 gaming and non-gaming apps the AppsFlyer's 2025 Creative Report reveals that overall creative winners still matter, but marketers are starting to diversify creative investment. High-spending non-gaming apps grew their creative output by 18 per cent year-over-year, now averaging 2,365 variations per quarter and outpacing gaming's growth by 80 per cent. Nonetheless, gaming still leads in raw volume, with top apps producing 2,743 creatives per quarter. In contrast, mid-tier gaming advertisers are producing less than they were a year ago, a trend that may put them at risk as competition heats up. The report offers an in-depth analysis of creative performance trends and emotional drivers in mobile advertising, with insights from experts at Meta and dentsu. It uncovers the motivations, storytelling formats, and creative signals that don't just drive installs — but also long-term retention. Shifting strategy towards creative variety Adam Smart, Director of Product Gaming at AppsFlyer said, 'We're seeing a clear shift in creative strategy, with marketers not just scaling top performers, but scaling variety.' He continues, 'In gaming, high spenders still dominate production, with apps spending $7M+ per quarter to generate nearly 3x more creatives than those in the $4-$7M range. But in non-gaming, growth is more evenly distributed across tiers, suggesting creative scale is no longer just for the biggest players but that it's becoming a strategic imperative for everyone.' One clear example is celebrity-driven ads. Ads featuring music artists led to 50 per cent higher user retention after seven days compared to those with movie stars, even though they received less than 10 per cent of the celebrity budget. TV personalities drove 2x the IPM (installs per 1,000 impressions which reflects how efficiently an ad drives installs) of movie stars, yet movie stars still captured over 80 per cent of celebrity spend. This underscores the importance of creative choices that not only capture attention, but also contribute to long-term impact. Emotion, education, and motivation Emotionally resonant stories continue to be undervalued despite their effectiveness. Failure-to-Success narratives in hypercasual gaming delivered 78 per cent higher IPM but received 40 per cent less spend than conventional 'success' stories. In social and search channels, storytelling hooks (narratives with emotional twists) made up just 6 per cent of ad spend, yet delivered the highest Day 7 retention at 8.4 per cent. Social Proof hook formats also performed well, particularly offering a strong balance of installs and retention, particularly when tapping into trends. In category-specific findings: Across categories like Finance, Social Media, and GenAI, educational and review-based UGC formats show significantly higher IPM and retention – yet testimonials dominate budget allocation. In Social, UGC (User Generated Content) tutorials delivered 45 per cent higher IPM and 17 per cent stronger Day 7 retention, despite receiving far less spend. In Finance, tutorial-style creatives drove 37 per cent higher retention, underscoring the value of clear, relatable content that builds trust and drives long-term impact. In both Finance and Social apps, tutorials and app review formats outperformed testimonials on key metrics. Motivational hooks performed well in niche contexts too. In Finance, creatives promising immediate benefits drive stronger Day 7 retention via DSPs (+17 per cent). In Dating, creatives tied to 'Serious Relationship' motivations outperform 'Casual' by 15 per cent, despite lower coverage and budget. GenAI categories showed a split. Comparison-style creatives, such as before-and-after filters, drive strong initial performance, generating 3.68 IPM and capturing 40 per cent of spend. But they also deliver the lowest Day 7 retention. UGC testimonials lead to 36 per cent higher retention, reinforcing the importance of creative strategies that deliver value beyond the install. AppsFlyer's 2025 State of Creative Optimisation report is based on an anonymous aggregate of proprietary global data across 1.1 million video creative variations, from [1300] apps that ran a minimum of 200 creative variations each. The dataset spans both Gaming and Non-Gaming categories and reflects insights tied to ($2.4 billion) in ad spend between Q1 2024 and Q1 2025. AppsFlyer chose to present the data at a global level, since they found that while creative trends varied significantly between categories, they were surprisingly consistent across GEOs.
Associated Press
31-01-2025
- Business
- Associated Press
Dentsu Partners with Adobe to Introduce Adobe GenStudio dentsu+
NEW YORK, Jan. 31, 2025 (GLOBE NEWSWIRE) -- Dentsu, in partnership with Adobe, today announced Adobe GenStudio dentsu+, an innovative, generative AI-powered, integrated marketing ecosystem for brands. The culmination of a decade-long relationship, Adobe GenStudio dentsu+ combines Adobe's new, leading Content Supply Chain solution suite, GenStudio, with the power of dentsu's proprietary integrated services, technology and audience intelligence. Underpinned by dentsu's Merkury, the industry's leading data and identity platform, the offering gives marketers the power to efficiently reach and engage audiences in a highly scaled and personalized manner, driving more in-the-moment experiences and bringing consumers even closer to the brand. Adobe's GenStudio solution brings together applications across Adobe Experience Cloud and Adobe Creative Cloud—including Adobe Experience Manager, Adobe Express, Adobe GenStudio for Performance Marketing and Adobe Workfront, as well as on-brand generative AI capabilities with Firefly Services and Custom Models—all into one combined ecosystem for helping brands plan, create, manage, activate and measure content at scale. It enables marketing teams to create the experiences required to drive impactful, personalized marketing campaigns. And by integrating with dentsu's own audience intelligence, creative insights and translation capabilities, Adobe GenStudio dentsu+ enhances Adobe's suite of services to deliver impactful experiences for clients. Adobe GenStudio dentsu+ delivers on the combined power of creative, production, media, and digital experience, leveraging dentsu's unique Merkury data sources. The solution sets a new benchmark for how marketers can fully utilize Adobe, while effectively targeting millions of customers and prospects in a way that speaks to them individually—not only delivering on customer expectations but also bringing them closer to the brand through each interaction. In addition, marketers can now gain a single view across campaign management, content supply chain, and identity mapping, underpinned by dentsu proprietary AI solutions, creating opportunity to lower waste, increase efficiency, and drive engagement. 'Adobe GenStudio dentsu+ is a direct response to CMOs demanding holistic marketing platforms to drive new growth and provides integrated marketing technology and services that can supercharge business transformation,' said Abbey Klaassen, Global Brand President, Dentsu Creative & CEO, Dentsu Creative US. 'It's testament to dentsu's deep relationship with Adobe that we'll be able to bring this industry-first solution to market to enable brands to stand out from the sea of sameness and build a competitive advantage. As one of the first users ourselves, we're already seeing synergies created with our other products and services, and expect clients will have the same experience, finding opportunities both for their in-house teams and their work with their agencies.' 'Marketers are operating in an environment now where the need for personalized and performant content is outstripping available resources, a challenge that Adobe GenStudio addresses by optimizing a brand's content supply chain,' said Brent Rudewick, Vice President, Adobe GenStudio and Workfront, Adobe. 'Adobe and dentsu have a longstanding partnership that focuses on delivering tailored solutions for brands. Now, combining GenStudio with dentsu's audience intelligence and consultancy, we have the opportunity to activate generative AI for different teams, reshape longstanding workflows around content production and deliver on-brand performance at scale.' For brands looking to fully utilize Adobe's tech stack to gain competitive advantage and deliver on customer expectations, while delivering omnipresent brand experiences with zero creative waste, Adobe GenStudio dentsu+ truly leverages the power of dentsu's entire breadth of capabilities. Transformative creativity from Dentsu Creative enables emotional brand resonance across the entire content lifecycle. Experience enablement and optimization from Merkle maximizes martech investments. Next-generation media effectiveness from Carat, iProspect and dentsu X leverages a 100% addressable, 100% shoppable, and 100% accountable media mix. Meanwhile, dentsu's global production powerhouse, Tag, allows for adaptive, intelligent, connected content production, translation, and versioning at scale. 'Bringing together these innovative capabilities for the first time creates total business impact for our clients. What we have built alongside Adobe is an adaptive, end-to-end content supply chain solution, in which we can create always-on, always-ready experiences with the least amount of waste,' commented Shirli Zelcer, Chief Data & Technology Officer, dentsu. 'Brands no longer have to try and piece together disparate systems and data—they can do it all in one place. Adobe GenStudio dentsu+ will not only drive better outcomes, but it will save time and add scale to marketing teams already under considerable pressure.'
Campaign ME
30-01-2025
- Entertainment
- Campaign ME
Podcast: dentsu's Brent Koning on why an integrated gaming strategy is crucial in 2025
On the latest episode of Campaign Middle East's On The Record podcast, Brent Koning, the Executive Vice President and Global Gaming Lead at dentsu, discusses how an integrated gaming strategy has become critical in 2025, why it should become a expected element in the media and marketing mix, and the benefits of incorporating it into existing consumer segmentation. Through this conversation with Campaign Middle East, Koning shares his top 5 expert predictions for gaming in 2025, divulges the best outcome-based work he's witnessed within the space, and delves into dentsu Gaming's plans for 2025. 'It comes down to one thing, and that�
