App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. How should you approach assets to achieve strong results?

Analysis of Correct Answer(s)

The best strategy is to use diverse creatives in content, theme, length, and orientation. App campaigns are powered by machine learning, which thrives on variety. Providing a wide range of assets allows the system to test numerous combinations and learn what works best for different audiences and placements.

• Diverse Content/Themes: This helps you appeal to different user motivations and discover which value propositions are most effective.
• Varying Lengths: Short-form videos may perform better in some placements (like in-feed), while longer ones work better in others (like skippable in-stream).
• Multiple Orientations: Providing assets in landscape, portrait, and square formats ensures your ads are eligible to serve and are properly formatted across all available inventory, maximizing your reach and impact.

By supplying a rich and varied asset mix, you give the campaign's machine learning model the necessary data to effectively optimize and achieve strong results.

Analysis of Incorrect Options

• Upload fewer creatives than previous app campaigns: This is incorrect. Limiting the number of assets starves the machine learning algorithm of data, hindering its ability to test, learn, and optimize performance.
• Provide identical videos with minor differences: This offers very little unique information for the system to test. True diversity in core concepts and themes is far more valuable for optimization than minor tweaks.
• Provide identical videos cut to different lengths: While varying length is a part of a good strategy, this option is too narrow. It lacks the crucial diversity in content, theme, and orientation, which is essential for comprehensive optimization.