You're managing app campaigns for a financial services company. Which of the following assets should you use?
An image of someone holding a phone with the app on-screen and a logo overlayed
A video that tells a complete story, including the user's financial problem and how the app solves it
A headline that states the name of the app and a call-to-action to download
A screen-capture video of someone exploring their financial performance page
Explanation
Analysis of Correct Answer(s)
- A screen-capture video is the most effective asset for this app campaign. Best practices for app promotion emphasize showcasing the in-app experience and functionality. By demonstrating a key feature, such as a financial performance page, the ad provides a clear and authentic preview of the app's value. This helps potential users visualize how they can benefit from the app, building trust and directly encouraging downloads.
Analysis of Incorrect Options
- Storytelling video: While storytelling can be powerful, a complete story might be too long for typical app ad placements where user attention is limited. A direct, feature-focused video is often more efficient at communicating the app's core purpose quickly.
- Image with a phone and logo: This is a generic lifestyle image that fails to showcase the app's unique user interface (UI) or benefits. Creatives that clearly display the app in action consistently outperform static, non-descriptive images.
- Headline asset: A headline is a text asset, not a primary visual creative. While essential for the overall ad, it serves a different purpose than an image or video. The question seeks the most impactful visual asset to represent the app itself.