How double-end cards create more growth opportunities for advertisers

Building a successful ad campaign starts with your creative assets. The question is, which one should you use? The answer: it depends. For example, a recent report from AppsFlyer found that playables yield a 26% higher engagement rate for gaming apps than ads using user-generated content (UGC) or real-life footage — but the opposite was true for non-gaming apps.

Whether through playable or other ad formats, utilizing ad creatives that engage users at multiple touchpoints can positively impact performance. We're excited that Moloco now supports the double-end card (DEC) feature. This creative capability from Moloco provides advertisers with a highly engaging format that offers more touchpoints with a user — without creating more work. 

‍Moloco now supports the double end card feature

The DEC feature adds a second interactive screen that appears after the initial end card of a video (soon to be made available for pairing with playable ads). This second-end card is automatically generated by Moloco using existing assets (e.g., icons, app name, call-to-action found in the App Store). The additional touchpoint offers users a second opportunity to take a desired action, such as downloading an app or visiting a website. 

The format allows users to showcase an app's key benefits through multiple creative approaches. Within a single journey, advertisers can use various ad creatives and formats that interactively give a holistic view of the app's offerings. Based on initial internal tests, the DEC format improves click-through rates for advertisers and positively impacts a campaign's performance. From SDK analysis, we observed a 7–14% increase in IPM (installs per mille) when using DEC ads in VI format — this range is based on internal analysis and applies specifically to VI campaigns. Top-performing DEC ads provide users with a cohesive narrative without repetitive content, driving engagement and results.

‍How to start using DEC

We've designed DEC implementation to be as seamless as its user experience. Based on our initial tests' consistent ad performance improvements, we've automatically enabled DEC where it's available. Advertisers can now benefit from the format's enhanced creative performance with no additional setup required. Our machine learning evaluates each impression opportunity and selects the DEC approach when it determines it will drive optimal results. 

Advertisers should prepare all assets that a DEC may be paired with interstitial video, static end cards, and interactive end cards to take advantage of this feature. Having the right assets available ensures you're automatically adopting DEC and providing users with the optimal experience that generates results.

Introducing DEC is the latest step in our ongoing mission to continuously test and improve our platform's creative capabilities to drive better results for advertisers' campaigns. If you have questions about creative capabilities or want to learn more about DEC, please reach out to our team.