Cosmetics brand Lit Looks isn't getting the reach that they expected from their Google App install campaign. They want to optimise their creative mix, focusing on video assets. They currently have two portrait videos and two landscape videos, ranging from 10–30 seconds in duration. What are they missing in their video asset mix?

Analysis of Correct Answer(s)

To maximize reach in a Google App campaign, it is a best practice to provide creative assets in all major orientations. The campaign system automatically assembles ads to fit various placements across Google's properties, including YouTube, Discover, and the Google Display Network.

• Lit Looks already has portrait (9:16) and landscape (16:9) videos.
• The missing core orientation is square (1:1).
• By adding a square video asset, their ads become eligible for more inventory, especially on mobile feeds and in-app placements where square formats perform well. This directly addresses their goal of increasing reach by improving asset diversity.

Analysis of Incorrect Options

• A 60-second landscape/portrait video asset: Google's best practices for App campaigns generally recommend shorter videos (under 30 seconds) to capture user attention effectively. While longer formats are possible, adding another orientation is a more impactful optimization for expanding reach than increasing video length.
• A carousel video asset: This is not a standard, required video format for optimizing a Google App campaign's core video mix. The primary focus for asset diversity is on providing standard video files in portrait, landscape, and square orientations.