An effective video creative should be short, dynamic, and visually appealing. It must quickly capture the viewer's attention, showcase the unique features of the game, and encourage action. It is also important to consider the target audience and tailor the content to their preferences.

Studies show that video ads with a duration of 15–30 seconds are most effective for mobile games. This length allows you to quickly deliver the key message and maintain the viewer's attention.

The best results for user retention come from video creatives that showcase gameplay, unique features, and the advantages of the game. In some cases, using fake creatives (misleads) can be effective, as they significantly reduce the cost per installation, but the quality of users may also decrease. The optimal approach is the 33% method, where 1/3 of the creatives are copied from the best ideas of competitors, 1/3 are improvements of current successful creatives, and 1/3 are new experimental formats.

Effectiveness can be assessed using metrics such as click-through rate (CTR), conversion rate, cost per install (CPI), and return on investment (ROI). Analyzing these metrics helps understand which elements of the video creative perform the best.

It is recommended to update video creatives every 1–2 months to maintain audience interest and adapt to changes in trends and user preferences.

We most often see an issue with the first 3 seconds. Small studios often show the game’s logo, their company logo, or something very slow and static in the first 3 seconds. However, the first 3 seconds are the most crucial for a good video creative, as they should clearly and understandably present the problem that the viewer wants to solve.