How Jam City Reduced Creative Iteration Cycles by 85%

Challenge

Facing competition in a sophisticated industry, Mobile gaming company Jam City needed to optimize their paid campaigns by streamlining and perfecting the kinds of media they would develop for their ads. With a laser focus on user acquisition, the creative team sought to increase CTR and reduce CPI in a measured and analytical way. They also needed to speed up their creative development and testing process in order to allow for maximum iteration, without sacrificing the data-driven insights necessary to steer their strategy. Jam City turned to App Advertising Insights, looking to use Sensor Tower’s platform to cultivate a thoughtful, scientific approach to paid advertising success.

Solution

Jam City used App Advertising Insights to develop a streamlined creative process that allowed for rapid testing of different creatives in relation to their most sophisticated competitors. In total, the team was able to shorten their testing lifecycle to a four-day process, with a focus on quickly generating static ads and then applying those learnings to more resource-intensive dynamic creatives.

The team used the Creative Gallery to analyze performance of top competitor ads, with a tailored focus on the campaigns driving impressions and SOV. Based on these learnings, the Jam City creative team produced new, optimized ads — followed by a post-mortem to examine what succeeded, and what didn’t meet expectations. This new process decreased the time spent testing and developing creatives by 85%: from four weeks, to only four days. The team also leaned on App Advertising Insights’ custom dashboard to track weekly shifts in their games’ performance, as well as analyze where competitors were focusing their ad budget. These combined efforts strategically informed their overall media buying choices, leading to impressive results.

Result

With Sensor Tower as the engine for their iteration and deployment strategy, Jam City has managed to drive down both costs and time spent, while maximizing ad impact. Implementing a rigorous test powered by Sensor Tower data allowed the team to reduce Jam City’s cost per install (CPI) across all portfolio games. Riding on a major wave of growth in 2020, the company is looking to take advantage of that momentum to stoke player interest in 2021. The company is also interested in expanding its games portfolio to more narrative and story-driven mobile games, continuing to enter new and exciting markets in games that are gaining traction with users. The team is excited to take on these new opportunities, and apply their efficient and data-driven paid user approach to even more game categories and genres.