The document discusses the importance of investing in quality creative content rather than cheap creative content. It provides statistics showing that spending 10% more on creative development led to significantly higher click-through rates, conversion rates, cost per installation, revenue, and return on ad spend over a four month period. The document outlines principles for creative development, including making it ROI-positive, integrating it into the user acquisition process, taking an iterative and agile approach, and viewing creative as a service rather than a one-time cost. It also provides an overview of the company's creative process, which involves researching past performance, creating multiple concepts, testing them, optimizing top performers, and periodically working on new concepts to prevent creative fatigue.

1. Cheap Creative Is
Expensive

2. Introduction
GameChangerSF andhowweusedtodocreative
Get others to do it. Disconnected from UA Team
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3. 3 Things I Want to Share
1.Why Cheap Creative is Expensive
2.Our Principles for Creative Development
3.Our Process
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4. But first… a confession
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I am a color-blind, data-loving engineer

5. Cheap Creative
Flavors
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Game artist can
make it
1
Intern knows
Photoshop / iMovie
/ MS Paintbrush
2
I can get it for
$5 on Fiverr
3
Team 10
time zones away
4
Very expensive
kind*
5

6. 6
An “Expensive” Experiment
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CTR CVR CPI Spend
Creative
Cost (10%)
Revenue
60-day
ROAS
September 0.65% 45% $3.17 $237,750 $0* $228,750 96%
October 0.82% 43% $2.91 $201,312 $20,131 $210,997 95%
November 0.98% 48% $2.08 $280,312 $28,031 $432,597 140%
December 1.11% 46% $2.20 $354,000 $35,400 $539,045 138%

7. The Big Picture
Statsfromthetrenches
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+11.5%
50%
+23%
+$1.23MM
CVR
Clients Weaned Off
Cheap Creative
CTR
Incremental Net Revenue
Last 12 months

8. Principles for Creative Development
ROI Positive
8
Integrated into UA Process Iterative, Agile and Efficient
It’s not a cost. It’s a revenue driver
• Show ROI or we are doing it wrong
Creative Director is core team member
• Knows the KPIs for every app
• Continuous contact with UA team/client
• Is a data scientist too
CAAS – Creative as a Service
• It’s never done – it can always be
better
• Make lots of stuff fast - discard what
doesn’t work
• Be smart about process and tools
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ROI Positive Integrated into
UA Process
Iterative, Agile
& Efficient

9. Our Process
9
Research and Make a LOT of stuff
• What worked before
• Know brand guidelines
• Go broad with early rounds
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Research &
Create
Test &
Optimize
Work on
Something
Different

11. Our Process
11
Research and Make a LOT of stuff
• What worked before
• Know brand guidelines
• Go broad with early rounds
Consistent Process
• Test on relevant networks
• Set target KPIs
• Statistical significance
• Optimize along metadata (use tools)
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Research &
Create
Test &
Optimize
Work on
Something
Different

13. Our Process
13
Research and Make a LOT of stuff
• What worked before
• Know brand guidelines
• Go broad with early rounds
Consistent Process
• Test on relevant networks
• Set target KPIs
• Statistical significance
• Optimize along metadata (use tools)
What’s The Next Thing
• Creative fatigue is happening faster
• What’s your next thing?
• XX% of budget for something radically
different
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Research &
Create
Test &
Optimize
Work on
Something
Different

14. 3 Things To Remember
1. Cheap creative hurts ROI
2.Creative development is an investment, not a cost
3.Develop and follow a consistent testing and improvement process
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15. 15
Silvia
COO
Leadership Team
Phill
Creative Director
Laura
Advertising Manager
Aleney
User Acquisition Manager
Mel
Facebook Manager
Phil
President
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16. See us at Booth 626