Overcoming the Mobile Ad Failure Rate with AI

Did you know that 85-95% of mobile ads fail? This high failure rate indicates that most new ad concepts struggle to become top performers.

If an ad isn’t the best performer, it will stop getting impressions very quickly—in some cases, as little as a few hundred or a few thousand impressions. Yet, some ads, as if sprinkled with magic, continue to perform for weeks or months, spending a tremendous amount of money.

There is no changing the failure or success rate. The only thing you can do is come up with a mechanism for incubating new ideas.

We hypothesize that AI can help you take your best-performing videos and keep them alive longer.

Leveraging AI Components to Keep Winning Ads Alive

UA managers are unique; they deal with minutiae all day and excel at it. By extricating them from the creative flow and giving them the tools they need to sprint, you can empower UA managers to produce and test iterations without the creative team.

Integrating AI avatars, voiceovers, scripts, closed captions, and translations into their workflow can allow UA managers to conduct A/B tests more efficiently. AI simplifies testing variables like age, gender, accent, tone, and cadence—something that was once a logistical challenge with real humans.

Imagine taking a high-performing ad and introducing minor changes—like adding an avatar or voiceover. Platforms like Meta, Google, and TikTok will recognize these adjustments, granting the ad a fresh batch of impressions. This approach allows marketers to breathe new life into their best ads by systematically adding elements such as avatars, voices, and captions over time.

The beauty here is you’re removing iterations from the creative workflow. The goal is to allow the creative team to focus on new ideas, which are difficult to do with only a 5% success rate.

Creating a Dynamic Creative Matrix

A creative matrix is a powerful tool that companies use to test various ad styles and types based on game characteristics or product features.

The effectiveness of an ad varies with the target personas and market segments. People react differently to advertising—some positively, others negatively, or with excitement or competitiveness. Understanding these responses is key to appealing to different market segments.

The potential of AI in enhancing this process is intriguing.

Brian Bowman explored the possibility of using Gemini, an AI tool, to create an AIDA (Attention, Interest, Desire, Action) version of an ad.

By providing Gemini with an image from Google and instructing it as a creative strategist, he asked it to analyze the ad from a copywriting perspective, identifying strengths and weaknesses.

Despite initial skepticism, Gemini performed well. Generative AI, being multimodal, can understand and analyze ad copy, images, and videos.

It not only examined static images but also generated a storyboard, providing valuable insights from a strategist’s perspective.

If you’d like to see more of the best use cases for AI in mobile marketing today, check out this webinar: A Reality Check on AI: Exploring its Current Limitations and Future Transformations.

Today’s Insights 🤖

The Guardian recently published an article discussing OpenAI’s increasing influence and Sam Altman’s potential impact on global affairs, specifically war:

“Overestimating current AI could lead to war. The US-China “chip war” over export controls, for example – in which the US is limiting the export of critical GPU chips designed by Nvidia, manufactured in Taiwan – is impacting China’s ability to proceed in AI and escalating tensions between the two nations. The battle over chips is largely predicated on the notion that AI will continue to improve exponentially, even though data suggests current approaches may recently have reached a point of diminishing returns.”

Mind-Blowing News 🤯

• As of August 1st, Europe has entered a new era of AI safety regulations to mitigate risks to “citizens’ health, safety, and fundamental rights” (did they steal the idea from me?😉)
• The AI boom seems to be ramping up demand for its software–Palantir Technologies boosted its annual revenue and profit forecast again on Monday.
• After introducing it to its high-end smartphones, Samsung is now gearing up to bring its Galaxy AI feature suite to its mid-range models.