A data-backed guide to building creatives that hold attention, drive emotion, and convert — based on the analysis of 3,000+ real mobile game ads.

The problem

Your creative team is producing. Your UA budget is running. But if the structure of your ads doesn't match how players actually process video, you're leaving CTR and CVR on the table — and you won't see it in your dashboard.

The problem isn't creative quality. It's that most studios build ads based on intuition and A/B results. Neither tells you why something worked.

What's inside

This guide is built on second-by-second emotional and attention data from thousands of mobile game ad creatives. It turns that data into a set of practical principles your creative team can apply immediately.

You'll come away knowing:

• What's happening in your viewer's nervous system during the first few seconds of your ad — and what your opening needs to do to keep them watching

• Why the emotional structure of your video matters more than any single creative element, and what that structure should look like

• How the timing of your CTA relative to the viewer's emotional state directly affects whether they tap

• The specific patterns that separate high-converting creatives from ones that look good but underperform

Every principle in this guide comes from measuring real emotional response — not surveys, not focus groups, not opinion.

Emhance captures 421 emotion and attention signals per second using facial coding and blink dynamics. The findings in this guide reflect what we've observed across thousands of real ad creatives, not a controlled lab study.

Get the free guide.