Ad Creative

It starts with concept and script development grounded in a performance hypothesis. Then our multi-format production pipeline builds video and static creatives, with variations tailored to each channel. Creatives go into a fast testing loop: we iterate based on the data, scale the winners and cut the underperformers. That way, creative production isn't a one-off job but a system that keeps getting better.

We produce and test creatives against performance metrics such as IPM, CTR, CPI, hook rate, watch time and win rate. We watch retention in the first 3 seconds especially closely, since it determines whether the rest of the video gets watched. Test results feed the next production round, so we decide which concept to scale based on this data, not guesswork.

Most users decide within the first few seconds whether to keep watching a video, so the opening hook has a direct impact on CPI. In our approach, thumb-stopping openers are a workstream of their own: we systematically test hook variations, identify the strongest openers from hook rate data, and pair winning openers with different concepts to produce new variations.

It's a fit for mobile game and app teams running performance marketing. As algorithms mature, creative decides a campaign's fate more than targeting does, so any team, of any size, that wants to lower user acquisition costs and needs steady creative production and testing capacity can benefit from this model. If you already have a creative pipeline, we strengthen it; if not, we build one from scratch.