Creative Requirements & Examples
For: UA managers, campaign operators, and Growth teams preparing assets for AdWave.
Tip: We recommend preparing at least 8–10 creative sets before launch. AdWave automatically tests different creatives, concentrates budget on the top performers, and retires the ones that start to fatigue. The more varied your creatives, the more room the algorithm has to optimize — and the lower your cost per acquisition (CPA).
In this article
- Why 8–10 sets
- What is a creative set
- What to prepare for Round 1
- Supported placements & specs
- Round 1 · Creative previews
Why 8–10 sets
- The algorithm learns from variety. The more varied and distinct your creatives, the faster and more accurately it learns.
- Lower cost per acquisition (CPA). More room to optimize means more conversions for the same budget.
- Beat creative fatigue. Multiple sets can be rotated to sustain long-term performance.
- Find the winning direction faster. Testing several sets at once surfaces the best combination sooner.
How AdWave tests:
- Change one variable at a time so you can read what's actually driving results.
- Optimize layer by layer. Once a winning offer emerges, test down the chain — offer → angle → visual.
- Keep refreshing. When creatives fatigue (CTR / conversion declining), add 2–3 new sets every 2 weeks.
What is a creative set
A "varied creative set" means deliberately differing across the key dimensions below, so the algorithm has something to compare. Start with the variants your site has already validated as top converters:
- Offer — the core conversion driver in iGaming: e.g. 100% first-deposit bonus, 50 free spins, low-wagering trial credit, 2% cashback, VIP program, limited-time events.
- Theme — different content angles: slots, Crash, live casino, sports betting, poker, etc.
- Selling point / message — different appeals: jackpot amount, fast withdrawals, safe & licensed, new-user exclusive, community / authenticity, urgency (countdown / limited).
- Design / visual style — e.g. live dealer / model photos, game animation, winning screens, sports stars.
- Format — we currently support four placements: Pop, Push, Display, Native — each with its own presentation and performance (specs below).
- Audience / localization — language, locally popular games, local payment methods, festivals (Lunar New Year, World Cup), new vs. returning customers.
What to prepare for Round 1
Example — Malaysia (MY) market:
| Dimension | Example |
|---|---|
| Offer | FTD 100% Bonus · Exclusive Slots up to 2% Rebate |
| Key visual | Live dealer / model · Game screen |
| Message | Urgency (countdown) · Big win |
| Language | EN / ZH / MY (3 languages) |
Test plan:
| Placement | Test dimension | Offer A · FTD Bonus | Offer B · Exclusive Slots | Sets |
|---|---|---|---|---|
| Pop | Key visual | Live dealer / model · Game screen | Live dealer / model · Game screen | 4 |
| Display | Size coverage | 300×250 · 300×100 · 320×50 | 300×250 · 300×100 · 320×50 | 2 |
| Push | Copy angle | Urgency·countdown · Big win·social proof (works for either offer) | 2 |
8 creative sets — about 28 assets in total:
| Placement | Concepts | Localization | Output |
|---|---|---|---|
| Pop | 2 offers × 2 visuals | Multi-language adaptive | 4 URLs |
| Push | 2 angles | × 3 languages | 6 sets |
| Display / Native | 2 offers × 3 sizes | × 3 languages | 18 files |
| Total | 8 creative concepts | 3 languages (EN / ZH / MY) | ~28 assets |
Supported placements & specs
We support the following four placements — please provide assets to spec.
Tip: Prioritize animated versions for Pop and Display. Animated creatives (GIF for Display) are usually more eye-catching and drive higher clicks and conversions.
| Placement | Format / content | Specs |
|---|---|---|
| Pop | Landing page URL | One multi-language-adaptive landing URL per offer |
| Push | Brand logo + image (desktop ad) + title + description | Brand logo: JPG/PNG, 192×192, ≤ 200 KB · Image: JPG/PNG, 360×240, ≤ 720 KB · Title ≤ 30 chars · Description ≤ 40 chars |
| Display | GIF / JPG / PNG, ≤ 500 KB | Sizes: 300×250, 300×100, 320×50 |
| Native | JPG / PNG, ≤ 500 KB (static) | Size: 300×250 · blends into content (image + title + description) |
Pop
- Format: landing page URL — Pop renders as a landing page, so you just provide the URL.
- Per offer: 1 URL, multi-language adaptive (EN / ZH / MY).
- Prepare 2 key visuals per offer (e.g. live dealer / model, game screen) and test them separately.
- Recommend an animated visual.
Push
- Brand logo: 192×192 · JPG/PNG · ≤ 200 KB
- Image: 360×240 · JPG/PNG · ≤ 720 KB
- Title ≤ 30 characters · Description ≤ 40 characters (emojis don't count toward the limit).
- Common angles: urgency / limited-time countdown, and big win / social proof.
Display
- Format: GIF / JPG / PNG · ≤ 500 KB
- Sizes: 300×250, 300×100, 320×50 — ship each offer in all three sizes.
- Re-lay-out small sizes rather than scaling the large one down.
- Recommend an animated GIF.
Native
- Format: JPG / PNG (static) · ≤ 500 KB
- Size: 300×250
- Style: blends into content — image + title + description.
Round 1 · Creative previews
Reference mockups for the Round 1 plan above, one section per placement.
Note: Examples are component references only, not design references. Replace all branding and imagery with your own approved assets.
Related
- Campaign setup — where you add these creatives to a campaign.