How to Write a Mobile Game Ad Brief: A Step-by-Step Guide

Creating a compelling ad campaign for your mobile game starts with a well-crafted ad brief. A strong ad brief serves as the foundation for your creative team, ensuring everyone is aligned on the campaign’s goals, target audience, and messaging. But how do you write an effective mobile game ad brief? In this article, we’ll walk you through the process step-by-step and share tips to make your ad brief stand out.

Additionally, we’ll highlight how tools like Insightrackr can help you gain inspiration and insights by analyzing current trends and competitor ad creatives.

What Is an Ad Brief?

An ad brief is a document that outlines the key details of an advertising campaign. It serves as a roadmap for your creative team, providing them with the necessary information to design ads that resonate with your target audience and achieve your marketing objectives.

For mobile games, an ad brief should focus on showcasing the game’s unique features, engaging visuals, and gameplay experience to attract players and drive downloads.

Step-by-Step Guide to Writing a Mobile Game Ad Brief

1. Define Your Campaign Objectives

Start by clearly stating the goals of your ad campaign. Are you looking to increase downloads, boost in-app purchases, or improve brand awareness? Be specific and measurable. For example:

• Objective: Achieve 50,000 downloads within the first month of the campaign.
• KPI: Monitor click-through rates (CTR) and cost-per-install (CPI).

2. Identify Your Target Audience

Understanding your audience is crucial for creating ads that resonate. Define your target audience based on demographics, interests, and behaviors. For mobile games, consider factors such as:

• Age group (e.g., 18–35 years old)
• Gaming preferences (e.g., casual gamers, RPG enthusiasts)
• Platforms (e.g., iOS, Android)

3. Highlight Your Game’s Unique Selling Points

What makes your mobile game stand out? Include a list of your game’s selling points in the ad brief. Examples might include:

• Stunning graphics
• Engaging storyline
• Multiplayer features
• Rewards and achievements

4. Provide Creative Guidelines

Give your creative team clear instructions on the tone, style, and format of the ads. For mobile games, visuals are key, so specify:

• Tone: Fun, adventurous, or competitive
• Style: Bright colors, dynamic animations, or realistic graphics
• Formats: Video ads, banner ads, or playable ads

5. Include Key Messaging

Outline the main message you want to convey in the ads. For example:

• “Experience the ultimate battle royale adventure!”
• “Join millions of players in this epic RPG quest!”

6. Set Budget and Timeline

Provide details on the campaign budget and timeline. This helps your team plan resources effectively. For example:

• Budget: $10,000 for a 4-week campaign
• Timeline: Launch ads by [specific date]

7. Research Competitor Ads

Before finalizing your ad brief, research what’s currently trending in the mobile gaming industry and analyze competitor ads. This is where tools like Insightrackr come in handy.

Use Insightrackr to Analyze Competitor Ad Creatives

Insightrackr is a Mobile Marketing Analysis platform that allows you to explore the latest ad creatives from competitors and industry leaders. By using Insightrackr, you can:

• Discover Trends: Identify popular ad formats and styles in the mobile gaming industry.
• Analyze Competitor Strategies: See what messaging and visuals competitors are using to attract players.
• Gain Inspiration: Use insights from successful campaigns to craft your own standout ads.

For example, if your competitors are using AI avatar video ads with gameplay highlights, you can incorporate similar elements into your campaign while adding your unique twist.

Example Ad Brief Template

Here’s a simple template you can use to structure your mobile game ad brief:

Campaign Objectives

• Increase downloads by 50,000 within the first month.
• Achieve a CPI of $1.50 or lower.

Target Audience

• Age: 18–35
• Interests: Casual gaming, RPGs
• Platforms: iOS and Android

Unique Selling Points

• Immersive storyline
• Multiplayer mode
• Stunning graphics

Creative Guidelines

• Tone: Adventurous and fun
• Style: Bright colors and dynamic animations
• Formats: Video ads and playable ads

Key Messaging

• “Join the adventure and conquer the world!”
• “Play now and unlock exclusive rewards!”

Budget and Timeline

• Budget: $10,000
• Timeline: Launch by [specific date]

Conclusion

Writing a mobile game ad brief doesn’t have to be complicated. By following the steps outlined above, you can create a clear and actionable document that guides your creative team toward success.

Remember to leverage tools like Insightrackr to gain insights into current trends and competitor strategies. With the right preparation and research, your ad campaign can stand out in the crowded mobile gaming market and drive impressive results.

Ready to craft your next mobile game ad campaign? Start by writing a killer ad brief and Try Insightrackr for Free to gain the competitive edge you need!