Asset-Based Advertising & Coverage

What are the main benefits to asset based advertising?

Patrick McGuigan, Business Development, Mobile App Partners, Google: UAC is Google’s first asset-based campaign type. There are three main benefits to asset-based advertising:

  • Simplicity: by adding assets rather than fully blown creatives, you’re giving UAC the building blocks to create dozens of different permutations of ad formats on the fly. Modularized creative ‘building blocks’ allows AdWords to create a lot of different yet relevant ads with very little effort
  • Control: asset based ads gives control to define each specific building block and its messaging to end users.
  • Performance: UAC advanced Machine Learning models can determine what message to show to what user, on different surfaces, in different times–to best resonate with end users at a time when they’re most likely to complete an action (e.g. app install)

Sharon Zimlichman, Head of Media Development US, Bidalgo: Asset based advertising allows more variety- one asset can be shown in different placements or in a combination with another asset so the number of permutations is high which in turn can increase traffic and  opportunities. UAC can test all the options and find the right variation to show to the right user at the right time.

UAC creates automatic assets for me if I don’t upload any. Where do they come from?

Patrick McGuigan, Business Development, Mobile App Partners, Google: UAC scrapes either the app store or the Google Play Store to create automatic assets if you do not upload any.

Asset Coverage:
Able to upload 4 lines of text, 20 images, 20 videos, & (now) 20 HTML5 assets
Most important asset sizes to prioritize (based on the frequency they serve across Google’s network)

Video dimensions: Square, Portrait, Landscape

  • 480×320 (Landscape Interstitial)
  • 300×250 (Square)
  • 1024×768 (Tablet)
  • 768×1024 (Tablet)
  • 320×50 (Banner)
  • 1200×628 (Landscape Image)
  • 728×90 (Leaderboard)
  • 300×50 (Banner)
  • 320×100 (Banner)

What is the most optimal number of assets in a UAC campaign, and what kind are they?

Patrick McGuigan, Business Development, Mobile App Partners, Google:

  • Text: 1-2 text ideas (out of 4) are shorter than 20 characters
  • Image: 2 variations each of the top 10 high reach recommended dimensions (see above for the top 10 list)
  • Video: 10 portrait videos, 5 landscape videos, 5 square videos

UAC Assets

Where on the Google network do text, image, video, & HTML assets serve?

Patrick McGuigan, Business Development, Mobile App Partners, Google:

  • Text: Google Play Homepage, Google Play Browse, Google Play Search, Search Ads, YouTube Native, Gmail App Install, Admob (all sizes)
  • Image: YouTube Native, Mobile Web, Admob (all sizes), AdMob GIF
  • Video: YouTube Trueview, Admob Rewarded, Admob Native, Admob Portrait, Admob Square, Admob Landscape, Mobile Web
  • HTML: Admob Interstitial, Admob Square, Admob Banner

Where does each video aspect ratio serve on UAC?

Patrick McGuigan, Business Development, Mobile App Partners, Google:

  • Portrait: Admob
    • Stat #1: Portrait videos have up to a 60% higher conversion rate compared to Landscape videos served in portrait mode.
    • Stat #2: Nearly 70% of the impressions served on AdMob are in portrait mode.
  • Square: Admob
  • Landscape: YouTube + AdMob

Running all 3 video aspect ratios helps maximize reach across Google’s network. However, if you know that your most valuable users are only on Portrait/Square, remove Landscape videos so you are only serving on AdMob. If you know YouTube is the most valuable network, remove Portrait & Square.- and only do this once you have tested out all of the video ratios!

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