[{"data":1,"prerenderedAt":2775},["ShallowReactive",2],{"blog-post:/blog/ad-hooks-competitor-examples":3,"related-posts:/blog/ad-hooks-competitor-examples":465},{"id":4,"title":5,"author_avatar":6,"author_brief":7,"author_job":8,"author_name":9,"body":10,"date":450,"description":451,"digest":452,"draft":453,"extension":454,"featured":453,"keywords":455,"meta":456,"navigation":457,"path":458,"read_minutes":459,"seo":460,"stem":461,"tags":7,"thumbnail":462,"words":463,"__hash__":464},"blog/blog/ad-hooks-competitor-examples.md","Ad Hooks: How to Find and Compare Competitor Openings","https://cdn.denote.net/denote/static/source/2026/tt6uv4IV_400x400-(3).jpg",null,"Product Marketing Manager","Mia Taylor",{"type":11,"value":12,"toc":424},"minimark",[13,17,25,36,41,68,72,75,78,85,91,99,108,112,127,134,142,146,151,154,160,165,172,175,181,185,188,194,199,206,209,214,218,221,227,232,239,242,247,251,254,322,325,329,333,336,339,343,346,355,359,362,365,369,372,375,379,383,386,390,393,397,400,404,419],[14,15,16],"p",{},"Ad hooks are the opening images, actions, words, or sounds that give someone a reason to pay attention. To find a useful hook in competitor ads, describe what happens first, identify the question it creates, and decide whether your own product can deliver the promised payoff.",[14,18,19,20,24],{},"Start with an observable sentence: ",[21,22,23],"strong",{},"“A king stands below a channel of rocks while a match puzzle sits underneath.”"," That is more useful to a creative team than “a powerful hook.” It names something the team can examine and adapt.",[14,26,27,28,35],{},"This guide uses three real video references found in ",[29,30,34],"a",{"href":31,"rel":32},"https://denote.net/",[33],"nofollow","Denote",", then turns their opening mechanisms into research questions and original test ideas.",[37,38,40],"h2",{"id":39},"tldr","TL;DR",[42,43,44,56,59,62,65],"ul",{},[45,46,47,48,51,52,55],"li",{},"Separate the ",[21,49,50],{},"hook"," that introduces an idea from the ",[21,53,54],{},"angle"," that gives someone a reason to choose the product.",[45,57,58],{},"Record the first frame, the opening action, visible text, and the handoff to the next scene.",[45,60,61],{},"Compare references with the same creative question. Cross-category examples teach mechanisms; they do not establish a competitive benchmark.",[45,63,64],{},"Preserve the source week and advertiser context. A prominent ad is a reference to inspect, not proof of profitable acquisition.",[45,66,67],{},"Adapt one mechanism with your own assets, then measure the result in your own campaign.",[37,69,71],{"id":70},"what-makes-an-ad-hook-different-from-an-angle","What makes an ad hook different from an angle?",[14,73,74],{},"A hook earns attention. An angle makes the argument. The format is the container.",[14,76,77],{},"For example, a puzzle game might argue that it offers satisfying decisions. Its hook could show a character in trouble, a board with one missing move, or the consequence of a wrong choice. Those are different ways to introduce a similar promise.",[14,79,80],{},[81,82],"img",{"alt":83,"src":84},"Diagram separating angle, hook and format into reason to care, reason to stop, and execution","https://cdn.denote.net/denote/static/source/2026/angle-hook-format-20261023-5bace2a21d.png",[14,86,87],{},[88,89,90],"em",{},"Editorial framework: use the three labels to describe separate production decisions.",[14,92,93,98],{},[29,94,97],{"href":95,"rel":96},"https://ads.tiktok.com/business/en-US/creative-codes",[33],"TikTok's Creative Codes"," recommends a hook, body, and close structure. That is useful planning guidance: the opening should lead into a message and a next action. It does not establish that one opening works on every platform or for every audience.",[14,100,101,102,107],{},"For a more detailed message comparison, use the ",[29,103,106],{"href":104,"rel":105},"https://denote.net/blog/ad-angles-competitor-message-map",[33],"ad angle map",". Keep this guide focused on what the viewer encounters first.",[37,109,111],{"id":110},"where-these-ad-hook-examples-came-from","Where these ad hook examples came from",[14,113,114,115,118,119,122,123,126],{},"We inspected video previews in ",[21,116,117],{},"Denote Workspace → Trending Ads → Game",", completed week ",[21,120,121],{},"October 12–18, 2026",", on ",[21,124,125],{},"October 22",". Tags, platforms, countries, languages and operating systems were set to All; formats were Image & Video; Remove Re-ads was off. We screened the first 12 visible rows and selected three contrasting videos.",[14,128,129,130,133],{},"The examples use sampled video frames at approximately ",[21,131,132],{},"0 and 11 seconds for Royal Kingdom, 0 and 19 seconds for Supremacy, and 0 and 16 seconds for Tasty Travels",". They are a visual teaching set across game types, not a matched group of direct competitors. We did not continuously review the intervening footage, evaluate audio tracks or complete videos, or measure campaign targeting or conversion outcomes.",[14,135,136,141],{},[29,137,140],{"href":138,"rel":139},"https://denote.net/workspace/trending-ads?category=game&tag=all&platform=all&period=20261012&os=all&country=all&language=all&percentile=all&format=all&explore=all",[33],"Open the source Game Trending chart",". Its weekly popularity scores helped surface references; this guide does not rank the openings by effectiveness. The illustrations of source ads use the original image or video poster files displayed in those previews, with advertiser artwork and copy retained.",[37,143,145],{"id":144},"three-real-ad-hooks-to-study","Three real ad hooks to study",[147,148,150],"h3",{"id":149},"_1-royal-kingdom-show-a-problem-and-a-possible-action-together","1. Royal Kingdom: show a problem and a possible action together",[14,152,153],{},"The Royal Kingdom opening places a king in a confined space below a winding channel packed with rocks. A match grid fills the lower part of the frame. The sampled frames show a hand cue on the board while the character and rocks remain part of the scene.",[14,155,156],{},[81,157],{"alt":158,"src":159},"Royal Kingdom preview with a king, rocks and a match grid in the opening frame","https://cdn.denote.net/denote/static/source/2026/royal-kingdom-opening-20261023-5bace2a21d.jpg",[14,161,162],{},[88,163,164],{},"Royal Kingdom video poster displayed in Denote, recorded October 22. The resolved detail identified Instagram; the image is a source creative reference, not a measured gameplay result.",[14,166,167,168,171],{},"The useful mechanism is ",[21,169,170],{},"a visible problem paired with a candidate action",". The viewer can start asking what move might change the situation before reading a long explanation.",[14,173,174],{},"That is an interpretation of the composition. We have not established that the scene accurately represents the full game or that the hook improved installs. Before adapting it, check whether your own game genuinely connects the shown action and consequence.",[14,176,177,180],{},[21,178,179],{},"Original test idea:"," use the same authentic puzzle footage in two versions. One starts with the problem and board together; the other introduces the board before revealing the problem. Keep the promised outcome, later footage and destination consistent. This is a proposed comparison, not a test we ran.",[147,182,184],{"id":183},"_2-supremacy-establish-the-scenario-before-asking-for-action","2. Supremacy: establish the scenario before asking for action",[14,186,187],{},"The Supremacy: Call of War 1942 reference begins with a labelled map of Britain and a historical invasion scenario. The later sampled frame adds unit symbols, routes, effects and territorial colour to that map.",[14,189,190],{},[81,191],{"alt":192,"src":193},"Supremacy video poster showing a labelled map of Britain and an invasion scenario","https://cdn.denote.net/denote/static/source/2026/supremacy-opening-20261023-5bace2a21d.jpg",[14,195,196],{},[88,197,198],{},"Original Supremacy video poster displayed in Denote, recorded October 22. The resolved detail identified Instagram.",[14,200,201,202,205],{},"This opening invites a different question: ",[21,203,204],{},"what would happen in this scenario?"," Place names and the map establish context rather than leading with an isolated reward or character.",[14,207,208],{},"For a strategy advertiser, the transferable decision is how much context the intended player needs. A recognisable map may introduce the fantasy efficiently for one audience; another may need an immediate example of the decision they will make. The source does not reveal which audience saw this execution.",[14,210,211,213],{},[21,212,179],{}," introduce the same scenario with a map overview or a close-up of the first player decision. Use your own game environment and avoid implying that a cinematic map sequence is verified gameplay.",[147,215,217],{"id":216},"_3-tasty-travels-give-the-viewer-a-small-task-to-follow","3. Tasty Travels: give the viewer a small task to follow",[14,219,220],{},"Tasty Travels: Merge Game opens on a fruit-filled play area with stones, an aiming guide and an order slip above the board. The later sampled frame shows a different fruit above the play area and a task card referring to clearing stones.",[14,222,223],{},[81,224],{"alt":225,"src":226},"Tasty Travels opening preview with fruit, an order slip and a visible aiming guide","https://cdn.denote.net/denote/static/source/2026/tasty-travels-opening-20261023-5bace2a21d.jpg",[14,228,229],{},[88,230,231],{},"Original Tasty Travels video poster displayed in Denote, recorded October 22. The resolved detail identified Instagram.",[14,233,234,235,238],{},"The mechanism is ",[21,236,237],{},"a bounded task with a visible place to act",". The order slip provides a goal, and the play area gives the viewer something concrete to follow.",[14,240,241],{},"This does not mean every game should add an order card. The useful question is whether your creative makes its next action and goal understandable. A different product might need a checklist, a before-state, or one clear input instead.",[14,243,244,246],{},[21,245,179],{}," compare a task-first opening with an action-first opening, using the same genuine mechanic and later payoff. Do not change the entire story and call the result a hook test.",[37,248,250],{"id":249},"a-practical-ad-hook-comparison-log","A practical ad hook comparison log",[14,252,253],{},"Keep the observation and your interpretation in different columns. This prevents an attractive reference from becoming an unsupported performance claim.",[255,256,257,276],"table",{},[258,259,260],"thead",{},[261,262,263,267,270,273],"tr",{},[264,265,266],"th",{},"Reference",[264,268,269],{},"Observed opening",[264,271,272],{},"Question it may create",[264,274,275],{},"Adaptation constraint",[277,278,279,294,308],"tbody",{},[261,280,281,285,288,291],{},[282,283,284],"td",{},"Royal Kingdom",[282,286,287],{},"Character, rocks and puzzle board in one scene",[282,289,290],{},"Which move changes the situation?",[282,292,293],{},"The depicted action must lead to a truthful consequence",[261,295,296,299,302,305],{},[282,297,298],{},"Supremacy",[282,300,301],{},"Historical map and scenario",[282,303,304],{},"How does this scenario unfold?",[282,306,307],{},"Make the scenario relevant and the product experience clear",[261,309,310,313,316,319],{},[282,311,312],{},"Tasty Travels",[282,314,315],{},"Order slip, fruit and aiming guide",[282,317,318],{},"How do I complete this task?",[282,320,321],{},"The goal and input must be legible",[14,323,324],{},"For your own research log, add the source link, capture date, platform shown in the resolved detail, format, language and the segment inspected. When you work with actual competitors, hold category and market scope stable. A global discovery chart is not a US-only competitor sample.",[37,326,328],{"id":327},"how-to-turn-a-reference-into-your-next-opening","How to turn a reference into your next opening",[147,330,332],{"id":331},"write-the-mechanism-without-the-advertisers-assets","Write the mechanism without the advertiser's assets",[14,334,335],{},"Replace names and surface details with the relationship between elements. “A recognisable problem and a possible solution appear together” can guide original production. “Use that king and those rocks” cannot.",[14,337,338],{},"If the idea stops making sense without the original character or artwork, you may have collected a distinctive execution rather than a reusable principle.",[147,340,342],{"id":341},"keep-the-promise-stable-when-comparing-hooks","Keep the promise stable when comparing hooks",[14,344,345],{},"Write the proposition in one sentence before making variations. If version A promises a relaxing puzzle and version B promises a difficult challenge, the change reaches beyond the opening.",[14,347,348,349,354],{},"Label that as an angle comparison. Use the ",[29,350,353],{"href":351,"rel":352},"https://denote.net/blog/ad-creative-analysis-worksheet",[33],"creative analysis worksheet"," when you need to inspect the promise, demonstration and destination together.",[147,356,358],{"id":357},"check-the-handoff","Check the handoff",[14,360,361],{},"Watch the opening without sound, then with sound when available. Note whether the next scene answers the opening question, changes the subject, or introduces a promise that the product cannot substantiate.",[14,363,364],{},"A screenshot can support a composition observation. It cannot establish a spoken line, sound effect, full story or completed demonstration. Leave those fields unknown until you inspect them.",[147,366,368],{"id":367},"decide-what-would-count-as-useful-attention","Decide what would count as useful attention",[14,370,371],{},"For your own ads, opening engagement can help diagnose whether viewers stay. The final decision should also consider the intended action and downstream user quality. An opening that attracts curiosity but misrepresents the experience may produce attention your business does not want.",[14,373,374],{},"Set the decision rules before launch using the team's normal measurement process. This article makes no universal hook-rate threshold or minimum-budget recommendation.",[37,376,378],{"id":377},"faqs","FAQs",[147,380,382],{"id":381},"how-long-should-an-ad-hook-be","How long should an ad hook be?",[14,384,385],{},"Treat it as the opening needed to introduce the reason to keep watching. Plan the first frame and opening beats, then check that the next scene develops the same idea. A fixed number of seconds cannot replace that check.",[147,387,389],{"id":388},"can-i-use-the-same-hook-on-facebook-and-tiktok","Can I use the same hook on Facebook and TikTok?",[14,391,392],{},"You can test the underlying mechanism with an execution appropriate to each placement. Platform, sound, safe zones and audience context can change how the opening is understood. A reference detected on one platform does not establish results on another.",[147,394,396],{"id":395},"does-a-long-running-competitor-hook-prove-it-works","Does a long-running competitor hook prove it works?",[14,398,399],{},"Observed duration can make a reference worth investigating. It does not reveal acquisition costs, attribution, revenue or why the advertiser retained it.",[147,401,403],{"id":402},"where-should-i-begin-in-denote","Where should I begin in Denote?",[14,405,406,407,412,413,418],{},"Open ",[29,408,411],{"href":409,"rel":410},"https://denote.net/top-ads",[33],"Top Ads",", choose a relevant Game or Tool view and completed week, and leave with one described opening and one original test question. For a named Facebook advertiser, ",[29,414,417],{"href":415,"rel":416},"https://denote.net/ad-spy",[33],"Ad Spy"," provides another research entry point. Available data and access can vary.",[14,420,421],{},[88,422,423],{},"Method disclosure: this AI-assisted editorial guide uses recorded Denote preview observations. Mechanism labels and test ideas are editorial interpretations; no campaign experiment or competitor outcome measurement is claimed.",{"title":425,"searchDepth":426,"depth":426,"links":427},"",2,[428,429,430,431,437,438,444],{"id":39,"depth":426,"text":40},{"id":70,"depth":426,"text":71},{"id":110,"depth":426,"text":111},{"id":144,"depth":426,"text":145,"children":432},[433,435,436],{"id":149,"depth":434,"text":150},3,{"id":183,"depth":434,"text":184},{"id":216,"depth":434,"text":217},{"id":249,"depth":426,"text":250},{"id":327,"depth":426,"text":328,"children":439},[440,441,442,443],{"id":331,"depth":434,"text":332},{"id":341,"depth":434,"text":342},{"id":357,"depth":434,"text":358},{"id":367,"depth":434,"text":368},{"id":377,"depth":426,"text":378,"children":445},[446,447,448,449],{"id":381,"depth":434,"text":382},{"id":388,"depth":434,"text":389},{"id":395,"depth":434,"text":396},{"id":402,"depth":434,"text":403},"2026-10-22T15:28:00+08:00","Study real ad hooks from Denote, separate the opening from the selling angle, and turn competitor references into focused creative tests.","Three real game video openings, a practical comparison log, and a method for adapting the mechanism without copying the ad.",false,"md","ad hooks, ad hook examples, Facebook ad hooks, visual hooks",{"toc":457},true,"/blog/ad-hooks-competitor-examples",9,{"title":5,"description":451},"blog/ad-hooks-competitor-examples","https://cdn.denote.net/denote/static/source/2026/ad-hooks-competitor-examples-cover-20261023-5bace2a21d.png",1657,"5gI1zNWPrU98FHXcU3h4sQ-csJbNzePamdlleXuxOC8",[466,993,1449,2050,2327],{"id":467,"title":468,"author_avatar":6,"author_brief":469,"author_job":8,"author_name":9,"body":470,"date":982,"description":983,"digest":984,"draft":453,"extension":454,"featured":453,"keywords":985,"meta":986,"navigation":457,"path":987,"read_minutes":459,"seo":988,"stem":989,"tags":7,"thumbnail":990,"words":991,"__hash__":992},"blog/blog/how-to-create-static-ads.md","Static Ads: Real Examples and a Practical Creative Guide","AI & Marketing Consultant",{"type":11,"value":471,"toc":957},[472,478,481,484,491,493,510,514,517,520,536,540,551,559,563,566,572,577,580,600,603,609,613,616,622,627,634,637,642,646,649,721,724,728,732,735,738,742,756,759,763,766,769,830,833,837,840,843,847,850,853,857,860,863,866,870,876,882,888,894,900,904,922,924,928,931,935,938,942,945,949,952],[14,473,474,477],{},[21,475,476],{},"Updated October 23, 2026."," This guide now uses inspected image-ad examples and a practical research-to-layout workflow.",[14,479,480],{},"Static ads use a fixed image to communicate a message and invite an action. A useful static ad makes its main idea understandable in one composition: what the viewer is looking at, why it matters, and what to do next.",[14,482,483],{},"To create one, choose a supportable proposition, collect relevant image references, sketch the visual hierarchy, and check the finished design in its intended placement. A single frame can present a comparison, demonstrate a task, or show a product clearly. Its effectiveness depends on the message and context, not simply on being static.",[14,485,486,487,490],{},"This guide uses two real image ads found in ",[29,488,34],{"href":31,"rel":489},[33],", then explains how to turn a reference into an original layout.",[37,492,40],{"id":39},[42,494,495,498,501,504,507],{},[45,496,497],{},"A static ad is an image creative. A paused frame from a video is not evidence that the advertiser ran it as an image ad.",[45,499,500],{},"Start with one reason to choose the product; let the composition make that reason clear.",[45,502,503],{},"Invincible illustrates an earlier/later progression comparison. Crossmath presents a small arithmetic challenge directly in the image.",[45,505,506],{},"Record the source, advertiser, format and observation date before interpreting an example.",[45,508,509],{},"Test the finished creative using your own results. Chart visibility and observed duration do not prove conversion performance.",[37,511,513],{"id":512},"what-are-static-ads","What are static ads?",[14,515,516],{},"Static ads present one fixed visual asset rather than a video sequence or animation. They can appear in social feeds, display placements and other image-supported inventory. A carousel can contain several static cards; each card still needs a clear job.",[14,518,519],{},"The distinction concerns the creative asset, not the entire delivery system. An image can sit inside a changing interface or an automated campaign. That does not mean the image itself is animated.",[14,521,522,523,526,527,530,531,535],{},"In practice, image research should identify both the ",[21,524,525],{},"argument"," and the ",[21,528,529],{},"visual device"," used to make it legible. A side-by-side comparison is a device; convenience or progression may be the argument. The ",[29,532,534],{"href":104,"rel":533},[33],"ad angle guide"," explains that distinction.",[37,537,539],{"id":538},"two-real-static-ad-examples-from-denote","Two real static ad examples from Denote",[14,541,542,543,118,546,122,548,550],{},"We inspected ",[21,544,545],{},"Trending Ads → Game → Image",[21,547,121],{},[21,549,125],{},". Tags, platforms, countries, languages and operating systems were All; Remove Re-ads was off. We screened the first 12 listed image rows and opened the two references below for contrasting compositions.",[14,552,553,558],{},[29,554,557],{"href":555,"rel":556},"https://denote.net/workspace/trending-ads?category=game&tag=all&platform=all&period=20261012&os=all&country=all&language=all&percentile=all&format=image&explore=all",[33],"Open the image-filtered source chart",". This is a selected Game example set, not a survey of ecommerce ads or a ranking of image-ad conversion rates. The source-ad images are original files displayed in Denote's previews; the advertisers' artwork and copy are retained.",[147,560,562],{"id":561},"invincible-make-the-comparison-visible","Invincible: make the comparison visible",[14,564,565],{},"The Invincible: Guarding the Globe image splits the composition into earlier and later character states. Labels and stats reinforce the contrast, while a prominent play button provides the next action. The accompanying caption links the proposition to idle progression and resources.",[14,567,568],{},[81,569],{"alt":570,"src":571},"Invincible image ad using two character states, visible stats and a prominent play button","https://cdn.denote.net/denote/static/source/2026/invincible-static-20261023-5bace2a21d.jpg",[14,573,574],{},[88,575,576],{},"Original image ad displayed in Denote, recorded October 22. The depicted timeline and gains belong to the advertiser's creative and were not independently verified.",[14,578,579],{},"There are three useful layout decisions to inspect:",[42,581,582,588,594],{},[45,583,584,587],{},[21,585,586],{},"The subject remains recognisable:"," the viewer can compare two states of the character.",[45,589,590,593],{},[21,591,592],{},"The composition creates a reading path:"," the side-by-side structure invites comparison.",[45,595,596,599],{},[21,597,598],{},"The next action is visible:"," the image contains a play cue, separate from the surrounding platform interface.",[14,601,602],{},"These are observations about hierarchy, not proof that the layout caused results. Some text and stats are small, so a team adapting the principle should check which details remain legible at its intended size.",[14,604,605,608],{},[21,606,607],{},"Original application:"," if your product has substantiated earlier/later states, place them side by side and explain what changed. If you cannot support a timeline or outcome, remove that claim instead of using a convincing-looking comparison to imply it.",[147,610,612],{"id":611},"crossmath-let-the-image-demonstrate-the-task","Crossmath: let the image demonstrate the task",[14,614,615],{},"The Crossmath image presents an arithmetic grid with missing numbers. Its short daily-puzzle caption reinforces the activity rather than adding a long feature explanation. The visual itself gives the viewer a problem to inspect.",[14,617,618],{},[81,619],{"alt":620,"src":621},"Crossmath static image presenting missing numbers in an arithmetic grid","https://cdn.denote.net/denote/static/source/2026/crossmath-static-20261023-5bace2a21d.jpg",[14,623,624],{},[88,625,626],{},"Original Crossmath image ad displayed in Denote, recorded October 22. We inspected the image and caption, not the game's difficulty or user outcomes.",[14,628,629,630,633],{},"The useful principle is ",[21,631,632],{},"demonstration through a concrete task",". The missing spaces introduce a question, and the familiar symbols indicate how to approach it. A product that can demonstrate its value in one frame may be able to use a similarly direct construction.",[14,635,636],{},"Do not assume that an unanswered puzzle guarantees engagement or installs. Also check whether the image creates an accurate expectation of the real product.",[14,638,639,641],{},[21,640,607],{}," show one genuine input, task or product state that the intended viewer can understand. Keep the problem relevant to the product rather than adding an unrelated riddle solely to attract attention.",[37,643,645],{"id":644},"choose-a-layout-based-on-the-message","Choose a layout based on the message",[14,647,648],{},"The examples above illustrate two devices. The other options below are production patterns to consider, not additional inspected advertiser case studies.",[255,650,651,664],{},[258,652,653],{},[261,654,655,658,661],{},[264,656,657],{},"What the ad needs to communicate",[264,659,660],{},"Possible static layout",[264,662,663],{},"Evidence to prepare",[277,665,666,677,688,699,710],{},[261,667,668,671,674],{},[282,669,670],{},"A meaningful change",[282,672,673],{},"Earlier/later comparison",[282,675,676],{},"Substantiated states and context for the comparison",[261,678,679,682,685],{},[282,680,681],{},"A simple action or challenge",[282,683,684],{},"One task or input in the frame",[282,686,687],{},"A genuine interaction or task the product supports",[261,689,690,693,696],{},[282,691,692],{},"What the product is",[282,694,695],{},"Clear product view with one benefit",[282,697,698],{},"Accurate product appearance and a supportable benefit",[261,700,701,704,707],{},[282,702,703],{},"A specific offer",[282,705,706],{},"Product, offer and essential conditions",[282,708,709],{},"Current price, eligibility and offer terms",[261,711,712,715,718],{},[282,713,714],{},"A customer's experience",[282,716,717],{},"Attributed quote with relevant context",[282,719,720],{},"An authentic, authorised testimonial",[14,722,723],{},"Choose one main job. A product image, multiple testimonials, a complex comparison and several offers can compete for attention when forced into the same small asset.",[37,725,727],{"id":726},"how-to-create-static-ads-from-a-research-reference","How to create static ads from a research reference",[147,729,731],{"id":730},"_1-write-the-proposition-first","1. Write the proposition first",[14,733,734],{},"Complete one sentence: “For this viewer, this product is worth considering because…” Keep that argument separate from the headline wording.",[14,736,737],{},"If the sentence contains several unrelated benefits, choose the one this creative should explain. A single ad does not have to summarise the whole product.",[147,739,741],{"id":740},"_2-find-image-references-with-a-comparable-task","2. Find image references with a comparable task",[14,743,744,745,749,750,755],{},"In ",[29,746,748],{"href":409,"rel":747},[33],"Denote Top Ads",", choose an available Game or Tool category, a completed week and the Image format when accessible. For broader research, use ",[29,751,754],{"href":752,"rel":753},"https://denote.net/denote-ad-library",[33],"Denote Ad Library",".",[14,757,758],{},"Record the exact scope. Do not label a global Game chart as a US ecommerce sample. A reference from another category can illustrate hierarchy, but its audience and performance cannot be transferred to your campaign.",[147,760,762],{"id":761},"_3-sketch-the-hierarchy-before-polishing","3. Sketch the hierarchy before polishing",[14,764,765],{},"Identify the first thing the viewer should notice, the detail that explains it, and the action that follows. Then remove elements that compete with that sequence.",[14,767,768],{},"A simple planning note is enough:",[255,770,771,784],{},[258,772,773],{},[261,774,775,778,781],{},[264,776,777],{},"Layer",[264,779,780],{},"Job",[264,782,783],{},"Question to ask",[277,785,786,797,808,819],{},[261,787,788,791,794],{},[282,789,790],{},"Main visual",[282,792,793],{},"Introduce the subject or contrast",[282,795,796],{},"Can someone identify what matters immediately?",[261,798,799,802,805],{},[282,800,801],{},"Headline or cue",[282,803,804],{},"Clarify the proposition",[282,806,807],{},"Does it explain rather than repeat the picture?",[261,809,810,813,816],{},[282,811,812],{},"Supporting detail",[282,814,815],{},"Make the promise credible or specific",[282,817,818],{},"Is this evidence necessary and readable?",[261,820,821,824,827],{},[282,822,823],{},"Action",[282,825,826],{},"Make the next step clear",[282,828,829],{},"Does it match the destination?",[14,831,832],{},"This is a design checklist, not a requirement to put four separate text blocks in every image. The Crossmath reference, for example, lets the visual task do much of the explanatory work.",[147,834,836],{"id":835},"_4-build-with-your-own-assets-and-truthful-claims","4. Build with your own assets and truthful claims",[14,838,839],{},"Use original product images, gameplay or artwork that you have the right to use. Adapt the relationship between elements rather than copying another advertiser's characters or branded composition.",[14,841,842],{},"If you present numbers, time contrasts or testimonials, preserve their context and supporting evidence. The visual should not make a stronger claim than the copy can substantiate.",[147,844,846],{"id":845},"_5-inspect-the-actual-placement","5. Inspect the actual placement",[14,848,849],{},"View the design at the size and crop it will receive. Check small type, the focal subject, essential conditions and the action. Include the surrounding interface in your review when it affects visibility.",[14,851,852],{},"A layout that reads well on a large design canvas may lose its evidence or CTA when displayed smaller. Consult the platform's current placement requirements before export; this guide does not prescribe one universal image size.",[147,854,856],{"id":855},"_6-compare-one-meaningful-change","6. Compare one meaningful change",[14,858,859],{},"For an opening or hierarchy comparison, keep the core proposition and destination stable. For an angle comparison, acknowledge that you are testing a different argument.",[14,861,862],{},"For example, you might compare a supported progression image with a single-state image using the same progression message. If one version also introduces a new price and audience, the result will be harder to attribute to the layout.",[14,864,865],{},"Use your own campaign and business outcomes to decide what to keep. No universal advantage over video is established by the two references in this guide.",[37,867,869],{"id":868},"common-static-ad-mistakes","Common static ad mistakes",[14,871,872,875],{},[21,873,874],{},"Treating every video thumbnail as an image example."," Confirm the source format before documenting a static case.",[14,877,878,881],{},[21,879,880],{},"Replacing evidence with visual polish."," A professional comparison or chart does not make the underlying claim true.",[14,883,884,887],{},[21,885,886],{},"Adding text to explain a weak hierarchy."," Try simplifying the subject and reading order before adding more copy.",[14,889,890,893],{},[21,891,892],{},"Leaving the destination out of the brief."," A clear image can still create the wrong expectation if the next page or game experience does not fulfil its promise.",[14,895,896,899],{},[21,897,898],{},"Judging the format by a competitor's chart position."," Discovery signals identify references; your own results evaluate the adaptation.",[37,901,903],{"id":902},"start-with-one-image-and-one-clear-job","Start with one image and one clear job",[14,905,906,907,911,912,915,916,921],{},"Use ",[29,908,910],{"href":409,"rel":909},[33],"Denote's image-ad research view"," to find a relevant reference, write down its visual mechanism, and sketch an original layout around a claim your product can support. The ",[29,913,353],{"href":351,"rel":914},[33]," helps document the evidence; the ",[29,917,920],{"href":918,"rel":919},"https://denote.net/blog/how-to-write-ad-briefs",[33],"brief-writing guide"," helps turn it into a production handoff.",[37,923,378],{"id":377},[147,925,927],{"id":926},"are-static-ads-still-useful","Are static ads still useful?",[14,929,930],{},"They can communicate a clear product, comparison, offer or task in one frame. Whether that is useful for your campaign depends on the audience, placement, message and results. The examples here do not establish that static ads outperform video.",[147,932,934],{"id":933},"what-is-the-difference-between-a-static-ad-and-a-video-thumbnail","What is the difference between a static ad and a video thumbnail?",[14,936,937],{},"A static ad is delivered as an image creative. A video thumbnail introduces a video. They can look similar in a library, so check the creative-format label.",[147,939,941],{"id":940},"how-much-text-should-a-static-ad-contain","How much text should a static ad contain?",[14,943,944],{},"Use what the task needs and the placement can make readable. Start with one proposition and a clear hierarchy; inspect the rendered result rather than following a universal word count.",[147,946,948],{"id":947},"can-i-use-game-examples-to-design-an-ecommerce-ad","Can I use game examples to design an ecommerce ad?",[14,950,951],{},"You can study transferable devices such as comparison or demonstration. Build the new creative around your own product evidence and audience, and do not transfer claims about game-ad outcomes to ecommerce.",[14,953,954],{},[88,955,956],{},"Method disclosure: this AI-assisted refresh uses recorded Denote image previews. Layout analysis and original application ideas are editorial interpretations, not measured advertiser results.",{"title":425,"searchDepth":426,"depth":426,"links":958},[959,960,961,965,966,974,975,976],{"id":39,"depth":426,"text":40},{"id":512,"depth":426,"text":513},{"id":538,"depth":426,"text":539,"children":962},[963,964],{"id":561,"depth":434,"text":562},{"id":611,"depth":434,"text":612},{"id":644,"depth":426,"text":645},{"id":726,"depth":426,"text":727,"children":967},[968,969,970,971,972,973],{"id":730,"depth":434,"text":731},{"id":740,"depth":434,"text":741},{"id":761,"depth":434,"text":762},{"id":835,"depth":434,"text":836},{"id":845,"depth":434,"text":846},{"id":855,"depth":434,"text":856},{"id":868,"depth":426,"text":869},{"id":902,"depth":426,"text":903},{"id":377,"depth":426,"text":378,"children":977},[978,979,980,981],{"id":926,"depth":434,"text":927},{"id":933,"depth":434,"text":934},{"id":940,"depth":434,"text":941},{"id":947,"depth":434,"text":948},"2026-10-23T19:19:00+08:00","Learn what static ads are, study real image ads from Denote, and build an original creative with clear hierarchy, evidence and a useful next action.","Two inspected image-ad examples and a step-by-step workflow for turning references into truthful, readable static creatives.","static ads, static ads examples, static advertising, image ads",{"toc":457},"/blog/how-to-create-static-ads",{"title":468,"description":983},"blog/how-to-create-static-ads","https://cdn.denote.net/denote/static/blog/9666a580bbf763240106364e1e548a58.jpg",1759,"QFzqIFIDAlDFavlpyrhtYpIRo_GklflLvpZ7YBOLXiI",{"id":994,"title":995,"author_avatar":6,"author_brief":469,"author_job":8,"author_name":9,"body":996,"date":982,"description":1439,"digest":1440,"draft":453,"extension":454,"featured":453,"keywords":1441,"meta":1442,"navigation":457,"path":1443,"read_minutes":459,"seo":1444,"stem":1445,"tags":7,"thumbnail":1446,"words":1447,"__hash__":1448},"blog/blog/mobile-game-marketing-campaigns-weekly-ad-creatives.md","Mobile Game Marketing Campaigns: 4 Creative Lessons",{"type":11,"value":997,"toc":1423},[998,1003,1010,1021,1023,1052,1056,1064,1067,1140,1143,1147,1150,1155,1160,1167,1170,1176,1179,1183,1186,1191,1196,1199,1206,1211,1214,1218,1221,1226,1231,1234,1237,1242,1246,1249,1254,1259,1262,1265,1270,1278,1282,1285,1346,1359,1366,1370,1373,1376,1385,1389,1395,1397,1401,1404,1408,1411,1415,1418],[14,999,1000,1002],{},[21,1001,476],{}," This edition replaces the September case set with newly inspected October references.",[14,1004,1005,1006,1009],{},"Mobile game marketing campaigns become easier to study when you turn each reference into one creative decision: ",[21,1007,1008],{},"what player promise does it introduce, what action does it show, and what expectation might it create?"," The four real ads below illustrate a predicament, a historical scenario, a bounded task and character progression.",[14,1011,1012,1013,1016,1017,1020],{},"They came from ",[29,1014,34],{"href":31,"rel":1015},[33],"'s completed ",[21,1018,1019],{},"October 12–18, 2026 Game Trending chart",", inspected on October 22. The goal is a usable UA brief, not a claim about the advertisers' campaign returns.",[37,1022,40],{"id":39},[42,1024,1025,1031,1037,1043,1049],{},[45,1026,1027,1030],{},[21,1028,1029],{},"Royal Kingdom:"," a character problem and puzzle board appear together. Study whether the problem makes the action easier to understand.",[45,1032,1033,1036],{},[21,1034,1035],{},"Supremacy: Call of War 1942:"," a historical map establishes a specific strategy scenario. Study how much context the intended player needs.",[45,1038,1039,1042],{},[21,1040,1041],{},"Tasty Travels:"," an order slip and play area make a small task visible. Study whether the goal and input are clear.",[45,1044,1045,1048],{},[21,1046,1047],{},"Invincible: Guarding the Globe:"," a static character comparison frames progression. Study the promise and the evidence needed to support it.",[45,1050,1051],{},"Adapt the mechanism with your own assets and genuine game experience; judge it with your own campaign and player data.",[37,1053,1055],{"id":1054},"how-we-selected-these-mobile-game-marketing-examples","How we selected these mobile game marketing examples",[14,1057,1058,1059,1063],{},"The source was ",[29,1060,1062],{"href":138,"rel":1061},[33],"Trending Ads → Game, October 12–18",", using All category tags, platforms, countries, languages and operating systems; Image & Video formats; and Remove Re-ads off. We screened the first 12 visible rows. We also opened the same week's Image-filtered view to inspect the static example in its own format.",[14,1065,1066],{},"This is an editorial selection of four contrasting creatives across game types. It is not a direct-competitor cohort, an exhaustive market sample, or a ranking of entire campaigns. We inspected sampled opening and later frames from three videos, plus the full visible image/copy of one static ad. We did not continuously review the intervening footage or evaluate complete videos or audio tracks.",[255,1068,1069,1084],{},[258,1070,1071],{},[261,1072,1073,1075,1078,1081],{},[264,1074,266],{},[264,1076,1077],{},"Resolved preview",[264,1079,1080],{},"Inspected material",[264,1082,1083],{},"Creative decision to study",[277,1085,1086,1100,1113,1126],{},[261,1087,1088,1091,1094,1097],{},[282,1089,1090],{},"Royal Kingdom / Dream Games",[282,1092,1093],{},"Instagram video",[282,1095,1096],{},"Frames at approximately 0 and 11 seconds",[282,1098,1099],{},"Show a problem and a possible move together",[261,1101,1102,1105,1107,1110],{},[282,1103,1104],{},"Supremacy: Call of War 1942 / Stillfront Supremacy",[282,1106,1093],{},[282,1108,1109],{},"Frames at approximately 0 and 19 seconds",[282,1111,1112],{},"Establish a recognisable strategic scenario",[261,1114,1115,1118,1120,1123],{},[282,1116,1117],{},"Tasty Travels: Merge Game / Century Games",[282,1119,1093],{},[282,1121,1122],{},"Frames at approximately 0 and 16 seconds",[282,1124,1125],{},"Give the viewer a bounded task and input",[261,1127,1128,1131,1134,1137],{},[282,1129,1130],{},"Invincible: Guarding the Globe / Ubisoft",[282,1132,1133],{},"Image ad",[282,1135,1136],{},"Static image and accompanying copy",[282,1138,1139],{},"Make a progression promise visible",[14,1141,1142],{},"Platform labels above follow the resolved video detail rather than its temporary loading state. The chart's weekly creative score is a popularity signal. This edition intentionally focuses on creative observations and does not reproduce scores, spend estimates or impression estimates as evidence of acquisition success.",[37,1144,1146],{"id":1145},"lesson-1-royal-kingdom-makes-the-problem-and-action-share-the-frame","Lesson 1: Royal Kingdom makes the problem and action share the frame",[14,1148,1149],{},"The Royal Kingdom opening puts a king below a channel of rocks, with a match grid beneath the character. The sampled frames show a hand cue on the board. The composition gives the viewer both a reason to care and a candidate place to act.",[14,1151,1152],{},[81,1153],{"alt":1154,"src":159},"Royal Kingdom preview with a character in danger above a match grid",[14,1156,1157],{},[88,1158,1159],{},"Original Royal Kingdom video poster displayed in Denote, recorded October 22. The image shows an advertiser execution, not an independently verified game sequence.",[14,1161,1162,1163,1166],{},"For a puzzle team, the useful lesson is ",[21,1164,1165],{},"action and consequence should be understandable together",". A dramatic situation alone may attract curiosity without explaining the game. A board alone may explain the mechanic without introducing a goal. This execution places both in view.",[14,1168,1169],{},"Before adapting it, check the relationship in your own game. Does the move actually change the depicted problem? Is that experience available after the click? The source preview cannot establish the full product experience for us.",[14,1171,1172,1175],{},[21,1173,1174],{},"Proposed test:"," use the same genuine level in two openings. Show the problem and decision simultaneously in one; introduce them sequentially in the other. Keep the later footage and destination stable enough to interpret the comparison. Evaluate qualified acquisition and early player behaviour, not attention alone.",[14,1177,1178],{},"This is an original test proposal, not a reported Royal Kingdom experiment.",[37,1180,1182],{"id":1181},"lesson-2-supremacy-introduces-a-specific-strategic-fantasy","Lesson 2: Supremacy introduces a specific strategic fantasy",[14,1184,1185],{},"The Supremacy reference begins on a labelled map of Britain with a historical invasion scenario. The later sampled frame adds unit symbols, routes, effects and territorial colour. The caption positions the product as a World War II simulator.",[14,1187,1188],{},[81,1189],{"alt":1190,"src":193},"Supremacy video poster showing a historical map and scenario text",[14,1192,1193],{},[88,1194,1195],{},"Original Supremacy video poster displayed in Denote, recorded October 22. The image does not establish the full video narrative or historical/gameplay accuracy.",[14,1197,1198],{},"The scenario gives the audience context before a detailed feature explanation. Its possible appeal is the opportunity to engage with a recognisable strategic situation. That is an editorial reading of the ad, not a claim about its actual audience targeting.",[14,1200,1201,1202,1205],{},"For mobile game marketing campaigns, specificity can create a useful production question: ",[21,1203,1204],{},"which place, role or decision communicates our player fantasy most clearly?"," The answer may be a map, a squad choice, a city-building problem, or something else your game genuinely offers.",[14,1207,1208,1210],{},[21,1209,1174],{}," compare an authentic scenario overview with a close-up of its first meaningful player decision. Keep the scenario itself constant. Assess whether the acquired players engage with that experience after install.",[14,1212,1213],{},"Do not use a cinematic map sequence as proof that the advertised experience exists. Check the destination and the current game build before promising it in your own creative.",[37,1215,1217],{"id":1216},"lesson-3-tasty-travels-gives-attention-a-small-job","Lesson 3: Tasty Travels gives attention a small job",[14,1219,1220],{},"The Tasty Travels opening shows a fruit-filled play area, stones, an aiming guide and an order slip above the action. The later sampled frame shows a different fruit above the board and a task card referring to clearing stones.",[14,1222,1223],{},[81,1224],{"alt":1225,"src":226},"Tasty Travels opening with fruit, stones and a task slip above the play area",[14,1227,1228],{},[88,1229,1230],{},"Original Tasty Travels video poster displayed in Denote, recorded October 22. The article describes sampled frames, not a continuous video or gameplay evaluation.",[14,1232,1233],{},"The visible task makes the sequence easier to describe: the viewer has a goal and a place to act. For another game, the equivalent might be a resource shortage or a route that needs clearing. The transferable principle is clarity about the next decision, not the fruit artwork or the order-card design.",[14,1235,1236],{},"The task must also remain readable at the placement's actual size. A production team should check whether the goal, input and response survive a small-screen view without relying on a long caption.",[14,1238,1239,1241],{},[21,1240,1174],{}," begin with the task or begin with the player action, while preserving the actual mechanic and payoff. Evaluate whether viewers who respond to the ad engage with that same loop in the product.",[37,1243,1245],{"id":1244},"lesson-4-invincible-compresses-progression-into-one-static-comparison","Lesson 4: Invincible compresses progression into one static comparison",[14,1247,1248],{},"The Invincible image ad places earlier and later character presentations side by side, with visible stats and a play action. Its accompanying copy connects the product to idle battles and resource accumulation.",[14,1250,1251],{},[81,1252],{"alt":1253,"src":571},"Invincible static image showing earlier and later character states with a play action",[14,1255,1256],{},[88,1257,1258],{},"Original image ad displayed in the same week's Game Trending Image view, recorded October 22. The depicted timeline and stats are advertiser claims.",[14,1260,1261],{},"This execution introduces a progression proposition without requiring a video sequence. The comparison is part of the argument: the player is invited to imagine a stronger future state.",[14,1263,1264],{},"The important boundary is evidence. An ad can depict progress without proving that the displayed timeline or resource gains are typical. Your own earlier/later creative needs substantiated states and clear context. Avoid turning an illustrative contrast into a guaranteed outcome.",[14,1266,1267,1269],{},[21,1268,1174],{}," compare a truthful progression comparison with a single-state character image, holding the proposition, offer and destination consistent. Use your own acquisition and progression data to assess the result.",[14,1271,1272,1273,755],{},"For a closer look at image construction, see the refreshed ",[29,1274,1277],{"href":1275,"rel":1276},"https://denote.net/blog/how-to-create-static-ads",[33],"static ads guide",[37,1279,1281],{"id":1280},"turn-the-four-lessons-into-a-production-brief","Turn the four lessons into a production brief",[14,1283,1284],{},"Choose the question that fits your current creative problem. These references do not need to become four ads in your next campaign.",[255,1286,1287,1300],{},[258,1288,1289],{},[261,1290,1291,1294,1297],{},[264,1292,1293],{},"If the team needs…",[264,1295,1296],{},"Study…",[264,1298,1299],{},"Deliverable",[277,1301,1302,1313,1324,1335],{},[261,1303,1304,1307,1310],{},[282,1305,1306],{},"A clearer first decision",[282,1308,1309],{},"Royal Kingdom's problem/action relationship",[282,1311,1312],{},"Two authentic opening sequences",[261,1314,1315,1318,1321],{},[282,1316,1317],{},"A more specific player fantasy",[282,1319,1320],{},"Supremacy's scenario framing",[282,1322,1323],{},"Scenario-first and decision-first versions",[261,1325,1326,1329,1332],{},[282,1327,1328],{},"A legible gameplay goal",[282,1330,1331],{},"Tasty Travels' task/input relationship",[282,1333,1334],{},"Two ways to introduce the same task",[261,1336,1337,1340,1343],{},[282,1338,1339],{},"A concise progression message",[282,1341,1342],{},"Invincible's image comparison",[282,1344,1345],{},"A supported comparison and control image",[14,1347,1348,1349,1354,1355,1358],{},"Use the ",[29,1350,1353],{"href":1351,"rel":1352},"https://denote.net/blog/ad-hooks-competitor-examples",[33],"ad hooks guide"," for opening decisions and the ",[29,1356,106],{"href":104,"rel":1357},[33]," for the argument behind them. Those are separate briefs: changing a promise is more than changing its first scene.",[14,1360,1361,1362,1365],{},"A practical handoff contains the source creative, observation, proposed interpretation, uncertainty, original adaptation and result to evaluate. Include the intended destination and the game build used to substantiate the promise. The ",[29,1363,353],{"href":351,"rel":1364},[33]," provides a reusable structure.",[37,1367,1369],{"id":1368},"what-this-review-cannot-tell-you","What this review cannot tell you",[14,1371,1372],{},"One creative does not reveal an entire mobile game marketing campaign. A weekly chart cannot establish the advertiser's targeting, creative experiment, budget allocation, install quality, retention or return on spend.",[14,1374,1375],{},"Likewise, observed duration is not proof of uninterrupted delivery, and a weekly chart date is not the same as the ad's first or last observed date. We did not make a week-over-week comparison or infer that these executions improved since September.",[14,1377,1378,1379,1384],{},"For your own recurring review, keep chart, category, period and filters consistent. Record each creative separately before describing a new variant or a changed signal. The ",[29,1380,1383],{"href":1381,"rel":1382},"https://denote.net/blog/competitor-ad-tracking-mobile-games-weekly-workflow",[33],"competitor tracking workflow"," explains that task.",[37,1386,1388],{"id":1387},"start-with-one-real-creative-decision","Start with one real creative decision",[14,1390,406,1391,1394],{},[29,1392,748],{"href":409,"rel":1393},[33],", choose Game and a completed week, then inspect the ad behind the thumbnail. Leave with one clearly described decision and an original adaptation your product can support.",[37,1396,378],{"id":377},[147,1398,1400],{"id":1399},"are-these-the-four-best-mobile-game-marketing-campaigns","Are these the four best mobile game marketing campaigns?",[14,1402,1403],{},"They are four selected ad creatives illustrating different decisions. No campaign outcome ranking is claimed.",[147,1405,1407],{"id":1406},"can-i-compare-their-chart-positions-to-choose-a-creative-style","Can I compare their chart positions to choose a creative style?",[14,1409,1410],{},"Positions reflect the selected chart's measure and scope. They do not isolate the effect of the creative style. Inspect relevance and formulate your own test instead.",[147,1412,1414],{"id":1413},"can-i-reuse-the-advertisers-footage","Can I reuse the advertisers' footage?",[14,1416,1417],{},"Use the reference to identify a mechanism, then produce original footage and artwork appropriate to your game. The examples here are attributed for analysis, not supplied as reusable production assets.",[14,1419,1420],{},[88,1421,1422],{},"Method disclosure: this AI-assisted editorial refresh uses recorded Denote previews and source images. Creative interpretations and proposed tests are not advertiser disclosures or measured experiments.",{"title":425,"searchDepth":426,"depth":426,"links":1424},[1425,1426,1427,1428,1429,1430,1431,1432,1433,1434],{"id":39,"depth":426,"text":40},{"id":1054,"depth":426,"text":1055},{"id":1145,"depth":426,"text":1146},{"id":1181,"depth":426,"text":1182},{"id":1216,"depth":426,"text":1217},{"id":1244,"depth":426,"text":1245},{"id":1280,"depth":426,"text":1281},{"id":1368,"depth":426,"text":1369},{"id":1387,"depth":426,"text":1388},{"id":377,"depth":426,"text":378,"children":1435},[1436,1437,1438],{"id":1399,"depth":434,"text":1400},{"id":1406,"depth":434,"text":1407},{"id":1413,"depth":434,"text":1414},"Four real game ads from Denote illustrate creative decisions around puzzles, scenarios, tasks and progression, with practical UA test ideas.","A dated October case set with four real game ads, observed creative decisions and original tests.","mobile game marketing campaigns, mobile game advertising, mobile game ad creatives",{"toc":457},"/blog/mobile-game-marketing-campaigns-weekly-ad-creatives",{"title":995,"description":1439},"blog/mobile-game-marketing-campaigns-weekly-ad-creatives","https://cdn.denote.net/denote/static/source/2026/mobile-game-marketing-campaigns-cover.png",1689,"Z3cPM7PexVG7MIMmbFSq36fNxFiIqojiWTAgmQW7HEU",{"id":1450,"title":1451,"author_avatar":6,"author_brief":7,"author_job":8,"author_name":9,"body":1452,"date":450,"description":2040,"digest":2041,"draft":453,"extension":454,"featured":453,"keywords":2042,"meta":2043,"navigation":457,"path":2044,"read_minutes":459,"seo":2045,"stem":2046,"tags":7,"thumbnail":2047,"words":2048,"__hash__":2049},"blog/blog/ad-angles-competitor-message-map.md","Ad Angles: Build a Competitor Message Map Before You Test",{"type":11,"value":1453,"toc":2016},[1454,1461,1464,1471,1473,1500,1504,1507,1557,1562,1567,1573,1577,1588,1595,1608,1612,1686,1689,1693,1702,1705,1709,1712,1715,1719,1722,1727,1732,1735,1739,1742,1747,1752,1755,1759,1763,1766,1769,1773,1776,1779,1783,1786,1789,1793,1800,1803,1807,1810,1872,1875,1887,1891,1969,1975,1977,1981,1984,1988,1991,1995,2011],[14,1455,1456,1457,1460],{},"Ad angles are the reasons an advertisement gives someone to care about a product. To identify an angle, finish this sentence: ",[21,1458,1459],{},"“This product is worth choosing because…”"," Then point to the copy or visual that supports your reading.",[14,1462,1463],{},"A competitor message map puts those reasons beside their evidence and limitations. It helps you see whether your next creative offers a different argument or merely changes the opening, creator or layout.",[14,1465,1466,1467,1470],{},"The map below uses real ads found in ",[29,1468,34],{"href":31,"rel":1469},[33],". It shows how to move from a visible claim to a testable message without pretending to know the advertiser's results.",[37,1472,40],{"id":39},[42,1474,1475,1488,1491,1494,1497],{},[45,1476,1477,1478,1480,1481,1483,1484,1487],{},"An ",[21,1479,54],{}," is the argument; a ",[21,1482,50],{}," introduces it; a ",[21,1485,1486],{},"format"," presents it.",[45,1489,1490],{},"Record what the ad says or shows before assigning an angle label.",[45,1492,1493],{},"Keep advertiser claims separate from independently verified product evidence.",[45,1495,1496],{},"Compare direct competitors for your own message map. A teaching set across game types illustrates the method, not market share or an unserved audience.",[45,1498,1499],{},"Choose an argument your product can support, then develop hook variations around it.",[37,1501,1503],{"id":1502},"ad-angle-hook-and-format-use-three-different-labels","Ad angle, hook and format: use three different labels",[14,1505,1506],{},"An ad can change its first frame while keeping the same underlying reason to choose. It can also keep a familiar layout while introducing a different promise.",[255,1508,1509,1522],{},[258,1510,1511],{},[261,1512,1513,1516,1519],{},[264,1514,1515],{},"Decision",[264,1517,1518],{},"Question",[264,1520,1521],{},"Example of the decision",[277,1523,1524,1535,1546],{},[261,1525,1526,1529,1532],{},[282,1527,1528],{},"Angle",[282,1530,1531],{},"Why would this viewer want the product?",[282,1533,1534],{},"Satisfying decisions, steady progression, a specific strategic fantasy",[261,1536,1537,1540,1543],{},[282,1538,1539],{},"Hook",[282,1541,1542],{},"Why would the viewer stop at this opening?",[282,1544,1545],{},"A visible threat, an unfinished puzzle, an intriguing scenario",[261,1547,1548,1551,1554],{},[282,1549,1550],{},"Format",[282,1552,1553],{},"How is the message presented?",[282,1555,1556],{},"Video demonstration, image comparison, creator explanation",[14,1558,1559],{},[81,1560],{"alt":1561,"src":84},"Angle, hook and format diagram explaining three separate creative decisions",[14,1563,1564],{},[88,1565,1566],{},"Editorial framework. These labels describe the creative, not Denote-generated performance findings.",[14,1568,1348,1569,1572],{},[29,1570,1353],{"href":1351,"rel":1571},[33]," when the argument is already chosen and you need opening variations. Use this guide when the team is still deciding what it should argue.",[37,1574,1576],{"id":1575},"the-real-references-behind-this-message-map","The real references behind this message map",[14,1578,1579,1580,1583,1584,1587],{},"On ",[21,1581,1582],{},"October 22, 2026",", we inspected selected creatives from Denote's ",[21,1585,1586],{},"Game Trending chart for October 12–18",". The all-format discovery view used All tags, platforms, regions, languages and operating systems, with Remove Re-ads off. We also inspected the same week's Image-filtered view for the two static references.",[14,1589,1590,1591,1594],{},"The selection contrasts different games and creative approaches. ",[21,1592,1593],{},"It is not a matched competitor study or a measurement of which angle dominates the market."," Video observations use sampled opening and later frames, rather than a continuous playback review; static observations cover the visible image and copy. No budget, conversion or revenue conclusion follows from their presence in the chart.",[14,1596,1597,1598,1602,1603,1607],{},"Sources: ",[29,1599,1601],{"href":138,"rel":1600},[33],"all-format Game Trending chart"," and ",[29,1604,1606],{"href":555,"rel":1605},[33],"the same week filtered to Image",". Access and available results can vary.",[37,1609,1611],{"id":1610},"a-filled-ad-angle-map-from-four-real-references","A filled ad angle map from four real references",[255,1613,1614,1629],{},[258,1615,1616],{},[261,1617,1618,1620,1623,1626],{},[264,1619,266],{},[264,1621,1622],{},"Visible evidence",[264,1624,1625],{},"Editorial reading of the angle",[264,1627,1628],{},"What remains unknown",[277,1630,1631,1644,1658,1672],{},[261,1632,1633,1635,1638,1641],{},[282,1634,284],{},[282,1636,1637],{},"A king, rocks and a match board share the video opening",[282,1639,1640],{},"Resolve a visible predicament through a satisfying decision",[282,1642,1643],{},"Whether the depicted sequence represents the full game; campaign results",[261,1645,1646,1649,1652,1655],{},[282,1647,1648],{},"Supremacy: Call of War 1942",[282,1650,1651],{},"Historical map, place names and an invasion scenario; simulator positioning in the caption",[282,1653,1654],{},"Enter a recognisable military strategy scenario",[282,1656,1657],{},"Actual audience, gameplay fidelity and acquisition outcome",[261,1659,1660,1663,1666,1669],{},[282,1661,1662],{},"Invincible: Guarding the Globe",[282,1664,1665],{},"An early/later character comparison, visible stats and idle-progression copy",[282,1667,1668],{},"Build a stronger character with an ongoing progression loop",[282,1670,1671],{},"Whether the advertised timeline or gains are typical",[261,1673,1674,1677,1680,1683],{},[282,1675,1676],{},"Crossmath",[282,1678,1679],{},"An incomplete arithmetic grid and daily-puzzle positioning",[282,1681,1682],{},"Take on a compact mental challenge",[282,1684,1685],{},"Difficulty, repeat-use behaviour and conversion outcome",[14,1687,1688],{},"The labels are our interpretation of these specific executions. They are not an exhaustive description of each brand, and they do not establish what the advertiser intended for every audience.",[147,1690,1692],{"id":1691},"royal-kingdom-distinguish-the-attention-device-from-the-reason-to-play","Royal Kingdom: distinguish the attention device from the reason to play",[14,1694,1695,1696,1698,1699,1701],{},"The rocks and confined character create an immediate problem. The puzzle board provides an implied way to act. The ",[21,1697,50],{}," is the urgent visual situation; the possible ",[21,1700,54],{}," is the satisfaction of resolving it.",[14,1703,1704],{},"This distinction changes the brief. Copying the threat while removing the meaningful decision would preserve an attention device but weaken the argument. A team adapting the principle should first identify a genuine product interaction with a clear consequence.",[147,1706,1708],{"id":1707},"supremacy-specificity-is-part-of-the-proposition","Supremacy: specificity is part of the proposition",[14,1710,1711],{},"The opening's map and historical context define a particular fantasy. Its appeal is narrower than a generic promise of entertainment: the viewer is invited to follow a strategic scenario.",[14,1713,1714],{},"The useful research question is whether your own category benefits from that specificity. If your product supports a distinct use case, era, role or decision, it may provide a clearer argument than a broad feature list. The ad alone cannot tell you whether that narrower positioning expanded or reduced qualified demand.",[147,1716,1718],{"id":1717},"invincible-progression-is-a-claim-that-needs-a-boundary","Invincible: progression is a claim that needs a boundary",[14,1720,1721],{},"The static reference uses a side-by-side character presentation and an earlier/later time contrast. Its caption connects the product to idle battles and accumulating resources.",[14,1723,1724],{},[81,1725],{"alt":1726,"src":571},"Invincible static ad with an early/later character comparison, stats and a play button",[14,1728,1729],{},[88,1730,1731],{},"Original image ad displayed in Denote's Game Trending Image view, recorded October 22. The time comparison and stats are advertiser creative, not independently verified outcomes.",[14,1733,1734],{},"This is a useful progression reference because the composition makes change visible. It is not evidence that a new user will achieve the depicted state within the advertised time. For your own brief, define what claim you can substantiate before choosing the visual contrast.",[147,1736,1738],{"id":1737},"crossmath-the-demonstration-can-carry-the-message","Crossmath: the demonstration can carry the message",[14,1740,1741],{},"The Crossmath image contains an incomplete arithmetic grid. Instead of requiring a long explanation, the composition gives the viewer a small problem to inspect. Its daily-puzzle caption frames that challenge as a repeatable activity.",[14,1743,1744],{},[81,1745],{"alt":1746,"src":621},"Crossmath image ad with missing numbers in a connected arithmetic grid",[14,1748,1749],{},[88,1750,1751],{},"Original Crossmath image ad displayed in Denote, recorded October 22. We inspected the creative; we did not test puzzle difficulty or retention.",[14,1753,1754],{},"The possible angle is a compact mental challenge. The mechanism may transfer to products that can demonstrate a useful task immediately. It does not justify claiming cognitive improvement or a health benefit.",[37,1756,1758],{"id":1757},"build-your-own-competitor-message-map","Build your own competitor message map",[147,1760,1762],{"id":1761},"_1-define-the-purchase-or-usage-decision","1. Define the purchase or usage decision",[14,1764,1765],{},"Write the audience and the choice they face. A game team might focus on a player choosing a new puzzle title. An app team might focus on someone replacing a manual task. Those are different decisions and should not share one undifferentiated competitor list.",[14,1767,1768],{},"Include direct alternatives and explain why each belongs. Adjacent-category references can help with execution ideas, but keep them separate from the set used to describe competitor positioning.",[147,1770,1772],{"id":1771},"_2-capture-claims-before-assigning-categories","2. Capture claims before assigning categories",[14,1774,1775],{},"For every reference, save the source, date, format, visible promise, demonstration, objection addressed and destination. Quote only the wording needed to support the analysis.",[14,1777,1778],{},"If you cannot point to a phrase or visual, mark the proposed angle as uncertain. A familiar label such as “social proof” should follow actual evidence of endorsement or customer use, not a guess based on an attractive layout.",[147,1780,1782],{"id":1781},"_3-separate-repetition-from-variety","3. Separate repetition from variety",[14,1784,1785],{},"Several ad rows can repeat one argument with different crops, languages or opening scenes. Group those variants before concluding that the advertiser uses several angles.",[14,1787,1788],{},"Conversely, one familiar format can contain different arguments. Two comparison images might sell convenience and progression respectively. Layout similarity alone is not a message category.",[147,1790,1792],{"id":1791},"_4-look-for-a-supportable-alternative","4. Look for a supportable alternative",[14,1794,1795,1796,1799],{},"An angle absent from your reviewed sample is ",[21,1797,1798],{},"not observed in that sample",". It is not automatically an untapped market opportunity. You may have missed a region, period, channel or creative variant.",[14,1801,1802],{},"A worthwhile candidate must pass two checks: it matters to your audience, and your product can substantiate it. A clever argument that your product cannot deliver should not enter production.",[37,1804,1806],{"id":1805},"from-the-map-to-an-original-message-test","From the map to an original message test",[14,1808,1809],{},"The following is a hypothetical plan for an imaginary puzzle product, not a report about the source advertisers.",[255,1811,1812,1828],{},[258,1813,1814],{},[261,1815,1816,1819,1822,1825],{},[264,1817,1818],{},"Proposed angle",[264,1820,1821],{},"Required product evidence",[264,1823,1824],{},"Possible opening",[264,1826,1827],{},"Decision to evaluate",[277,1829,1830,1844,1858],{},[261,1831,1832,1835,1838,1841],{},[282,1833,1834],{},"A satisfying short challenge",[282,1836,1837],{},"A genuine level that demonstrates the intended decision",[282,1839,1840],{},"Show one unresolved move",[282,1842,1843],{},"Do acquired users engage with that actual loop?",[261,1845,1846,1849,1852,1855],{},[282,1847,1848],{},"Visible progression",[282,1850,1851],{},"Real, documented progression milestones",[282,1853,1854],{},"Show an accurate earlier/later state",[282,1856,1857],{},"Does the message attract users who continue playing?",[261,1859,1860,1863,1866,1869],{},[282,1861,1862],{},"A recognisable scenario",[282,1864,1865],{},"An actual scenario available in the product",[282,1867,1868],{},"Establish its setting and first choice",[282,1870,1871],{},"Does that context attract relevant players?",[14,1873,1874],{},"Choose one argument, write the claim boundary, and then make opening variations. If the argument changes, name it as an angle test; if only the introduction changes, name it as a hook test. This makes later interpretation clearer without pretending that creative tests are free from audience, delivery or measurement effects.",[14,1876,1877,1878,1602,1883,1886],{},"The ",[29,1879,1882],{"href":1880,"rel":1881},"https://denote.net/blog/ad-testing-guide-2026",[33],"ad testing guide",[29,1884,920],{"href":918,"rel":1885},[33]," provide related planning context. Use your own campaign reporting and product analytics to judge the result.",[37,1888,1890],{"id":1889},"a-copyable-message-map-template","A copyable message-map template",[255,1892,1893,1903],{},[258,1894,1895],{},[261,1896,1897,1900],{},[264,1898,1899],{},"Field",[264,1901,1902],{},"What to record",[277,1904,1905,1913,1921,1929,1937,1945,1953,1961],{},[261,1906,1907,1910],{},[282,1908,1909],{},"Decision and audience",[282,1911,1912],{},"The specific choice this research will inform",[261,1914,1915,1918],{},[282,1916,1917],{},"Comparable set",[282,1919,1920],{},"Competitors, inclusion reasons, market and channel scope",[261,1922,1923,1926],{},[282,1924,1925],{},"Source",[282,1927,1928],{},"Link or identifier, capture date, chart week if relevant",[261,1930,1931,1934],{},[282,1932,1933],{},"Visible claim",[282,1935,1936],{},"Exact short wording or a concrete visual description",[261,1938,1939,1942],{},[282,1940,1941],{},"Angle hypothesis",[282,1943,1944],{},"Why this execution appears to make the product desirable",[261,1946,1947,1950],{},[282,1948,1949],{},"Evidence and uncertainty",[282,1951,1952],{},"What the ad demonstrates, what it merely claims, what is unknown",[261,1954,1955,1958],{},[282,1956,1957],{},"Original response",[282,1959,1960],{},"A supportable argument for your own product",[261,1962,1963,1966],{},[282,1964,1965],{},"Test handoff",[282,1967,1968],{},"Opening, format, destination and result to evaluate",[14,1970,1971,1972,755],{},"For a fuller ad-by-ad breakdown, continue with the ",[29,1973,353],{"href":351,"rel":1974},[33],[37,1976,378],{"id":377},[147,1978,1980],{"id":1979},"how-many-ad-angles-should-a-brand-test","How many ad angles should a brand test?",[14,1982,1983],{},"Choose enough to represent meaningful, supportable arguments within your production and measurement capacity. A long list of synonyms is less useful than a small set of distinct reasons to choose.",[147,1985,1987],{"id":1986},"can-i-infer-the-winning-angle-from-ad-duration","Can I infer the winning angle from ad duration?",[14,1989,1990],{},"No. Duration and chart visibility can identify references to inspect. They do not reveal the advertiser's revenue, profit or reason for keeping an ad active.",[147,1992,1994],{"id":1993},"does-denote-automatically-create-this-message-map","Does Denote automatically create this message map?",[14,1996,1997,1998,2001,2002,2006,2007,2010],{},"The map here is an editorial analysis of inspected references. You can begin in ",[29,1999,411],{"href":409,"rel":2000},[33]," for Game or Tool discovery, ",[29,2003,2005],{"href":752,"rel":2004},[33],"Ad Library"," for broader research, or ",[29,2008,417],{"href":415,"rel":2009},[33]," for Facebook advertiser context. The completed map and interpretations shown here are not claimed as an automated product output.",[14,2012,2013],{},[88,2014,2015],{},"Method disclosure: this AI-assisted guide uses recorded Denote previews. The angle labels and proposed tests are editorial interpretations; advertiser claims and actual product evidence remain separate.",{"title":425,"searchDepth":426,"depth":426,"links":2017},[2018,2019,2020,2021,2027,2033,2034,2035],{"id":39,"depth":426,"text":40},{"id":1502,"depth":426,"text":1503},{"id":1575,"depth":426,"text":1576},{"id":1610,"depth":426,"text":1611,"children":2022},[2023,2024,2025,2026],{"id":1691,"depth":434,"text":1692},{"id":1707,"depth":434,"text":1708},{"id":1717,"depth":434,"text":1718},{"id":1737,"depth":434,"text":1738},{"id":1757,"depth":426,"text":1758,"children":2028},[2029,2030,2031,2032],{"id":1761,"depth":434,"text":1762},{"id":1771,"depth":434,"text":1772},{"id":1781,"depth":434,"text":1782},{"id":1791,"depth":434,"text":1792},{"id":1805,"depth":426,"text":1806},{"id":1889,"depth":426,"text":1890},{"id":377,"depth":426,"text":378,"children":2036},[2037,2038,2039],{"id":1979,"depth":434,"text":1980},{"id":1986,"depth":434,"text":1987},{"id":1993,"depth":434,"text":1994},"Learn to identify ad angles in real Denote references, map promises and evidence, and choose a distinct message for your next creative brief.","A filled message map built from real game ads, with clear boundaries between visible claims, interpretation and original test proposals.","ad angles, ad angle examples, advertising angles, competitor message map",{"toc":457},"/blog/ad-angles-competitor-message-map",{"title":1451,"description":2040},"blog/ad-angles-competitor-message-map","https://cdn.denote.net/denote/static/source/2026/ad-angles-competitor-message-map-cover-20261023-5bace2a21d.png",1669,"Rs7gKOZfRrxNzjHiU794dnrEUnWTWA11hDAfZncySrU",{"id":4,"title":5,"author_avatar":6,"author_brief":7,"author_job":8,"author_name":9,"body":2051,"date":450,"description":451,"digest":452,"draft":453,"extension":454,"featured":453,"keywords":455,"meta":2325,"navigation":457,"path":458,"read_minutes":459,"seo":2326,"stem":461,"tags":7,"thumbnail":462,"words":463,"__hash__":464},{"type":11,"value":2052,"toc":2302},[2053,2055,2059,2064,2066,2082,2084,2086,2088,2092,2096,2101,2106,2108,2116,2120,2125,2127,2129,2131,2135,2139,2143,2145,2149,2151,2153,2157,2161,2165,2167,2171,2173,2175,2179,2183,2187,2189,2193,2195,2197,2243,2245,2247,2249,2251,2253,2255,2257,2262,2264,2266,2268,2270,2272,2274,2276,2278,2280,2282,2284,2286,2288,2290,2298],[14,2054,16],{},[14,2056,19,2057,24],{},[21,2058,23],{},[14,2060,27,2061,35],{},[29,2062,34],{"href":31,"rel":2063},[33],[37,2065,40],{"id":39},[42,2067,2068,2074,2076,2078,2080],{},[45,2069,47,2070,51,2072,55],{},[21,2071,50],{},[21,2073,54],{},[45,2075,58],{},[45,2077,61],{},[45,2079,64],{},[45,2081,67],{},[37,2083,71],{"id":70},[14,2085,74],{},[14,2087,77],{},[14,2089,2090],{},[81,2091],{"alt":83,"src":84},[14,2093,2094],{},[88,2095,90],{},[14,2097,2098,98],{},[29,2099,97],{"href":95,"rel":2100},[33],[14,2102,101,2103,107],{},[29,2104,106],{"href":104,"rel":2105},[33],[37,2107,111],{"id":110},[14,2109,114,2110,118,2112,122,2114,126],{},[21,2111,117],{},[21,2113,121],{},[21,2115,125],{},[14,2117,129,2118,133],{},[21,2119,132],{},[14,2121,2122,141],{},[29,2123,140],{"href":138,"rel":2124},[33],[37,2126,145],{"id":144},[147,2128,150],{"id":149},[14,2130,153],{},[14,2132,2133],{},[81,2134],{"alt":158,"src":159},[14,2136,2137],{},[88,2138,164],{},[14,2140,167,2141,171],{},[21,2142,170],{},[14,2144,174],{},[14,2146,2147,180],{},[21,2148,179],{},[147,2150,184],{"id":183},[14,2152,187],{},[14,2154,2155],{},[81,2156],{"alt":192,"src":193},[14,2158,2159],{},[88,2160,198],{},[14,2162,201,2163,205],{},[21,2164,204],{},[14,2166,208],{},[14,2168,2169,213],{},[21,2170,179],{},[147,2172,217],{"id":216},[14,2174,220],{},[14,2176,2177],{},[81,2178],{"alt":225,"src":226},[14,2180,2181],{},[88,2182,231],{},[14,2184,234,2185,238],{},[21,2186,237],{},[14,2188,241],{},[14,2190,2191,246],{},[21,2192,179],{},[37,2194,250],{"id":249},[14,2196,253],{},[255,2198,2199,2211],{},[258,2200,2201],{},[261,2202,2203,2205,2207,2209],{},[264,2204,266],{},[264,2206,269],{},[264,2208,272],{},[264,2210,275],{},[277,2212,2213,2223,2233],{},[261,2214,2215,2217,2219,2221],{},[282,2216,284],{},[282,2218,287],{},[282,2220,290],{},[282,2222,293],{},[261,2224,2225,2227,2229,2231],{},[282,2226,298],{},[282,2228,301],{},[282,2230,304],{},[282,2232,307],{},[261,2234,2235,2237,2239,2241],{},[282,2236,312],{},[282,2238,315],{},[282,2240,318],{},[282,2242,321],{},[14,2244,324],{},[37,2246,328],{"id":327},[147,2248,332],{"id":331},[14,2250,335],{},[14,2252,338],{},[147,2254,342],{"id":341},[14,2256,345],{},[14,2258,348,2259,354],{},[29,2260,353],{"href":351,"rel":2261},[33],[147,2263,358],{"id":357},[14,2265,361],{},[14,2267,364],{},[147,2269,368],{"id":367},[14,2271,371],{},[14,2273,374],{},[37,2275,378],{"id":377},[147,2277,382],{"id":381},[14,2279,385],{},[147,2281,389],{"id":388},[14,2283,392],{},[147,2285,396],{"id":395},[14,2287,399],{},[147,2289,403],{"id":402},[14,2291,406,2292,412,2295,418],{},[29,2293,411],{"href":409,"rel":2294},[33],[29,2296,417],{"href":415,"rel":2297},[33],[14,2299,2300],{},[88,2301,423],{},{"title":425,"searchDepth":426,"depth":426,"links":2303},[2304,2305,2306,2307,2312,2313,2319],{"id":39,"depth":426,"text":40},{"id":70,"depth":426,"text":71},{"id":110,"depth":426,"text":111},{"id":144,"depth":426,"text":145,"children":2308},[2309,2310,2311],{"id":149,"depth":434,"text":150},{"id":183,"depth":434,"text":184},{"id":216,"depth":434,"text":217},{"id":249,"depth":426,"text":250},{"id":327,"depth":426,"text":328,"children":2314},[2315,2316,2317,2318],{"id":331,"depth":434,"text":332},{"id":341,"depth":434,"text":342},{"id":357,"depth":434,"text":358},{"id":367,"depth":434,"text":368},{"id":377,"depth":426,"text":378,"children":2320},[2321,2322,2323,2324],{"id":381,"depth":434,"text":382},{"id":388,"depth":434,"text":389},{"id":395,"depth":434,"text":396},{"id":402,"depth":434,"text":403},{"toc":457},{"title":5,"description":451},{"id":2328,"title":2329,"author_avatar":6,"author_brief":469,"author_job":8,"author_name":9,"body":2330,"date":2763,"description":2764,"digest":2765,"draft":453,"extension":454,"featured":453,"keywords":2766,"meta":2767,"navigation":457,"path":2768,"read_minutes":2769,"seo":2770,"stem":2771,"tags":7,"thumbnail":2772,"words":2773,"__hash__":2774},"blog/blog/how-to-use-denote.md","How to Use Denote: From Ad Discovery to a Test Brief",{"type":11,"value":2331,"toc":2748},[2332,2335,2341,2343,2357,2361,2447,2450,2456,2461,2465,2475,2483,2486,2490,2514,2520,2529,2532,2535,2543,2547,2553,2564,2573,2577,2583,2589,2600,2603,2664,2673,2677,2680,2683,2692,2696,2703,2710,2718,2722,2726,2734,2738,2741,2745],[14,2333,2334],{},"How to use Denote: choose an ad-research task, find a relevant reference, organize the idea, and turn your observations into a test brief. Start with Top Ads for weekly Game or Tool discovery, Ad Library for a broader search, or Ad Spy for Facebook competitor research.",[14,2336,2337,2340],{},[21,2338,2339],{},"Updated October 16, 2026."," This guide focuses on getting from discovery to a usable creative decision. Product access and available controls can depend on your account and plan.",[37,2342,40],{"id":39},[42,2344,2345,2348,2351,2354],{},[45,2346,2347],{},"Choose the entry point that matches the question; you do not need to begin by collecting files.",[45,2349,2350],{},"Inspect the creative and retain its source, observation date and research scope.",[45,2352,2353],{},"Save selected references into a useful collection, with a reason for keeping each one.",[45,2355,2356],{},"Leave the session with one original concept and a clear variable to test.",[37,2358,2360],{"id":2359},"how-to-use-denote-pick-the-right-starting-point","How to use Denote: pick the right starting point",[255,2362,2363,2376],{},[258,2364,2365],{},[261,2366,2367,2370,2373],{},[264,2368,2369],{},"Your task",[264,2371,2372],{},"Start here",[264,2374,2375],{},"Output to aim for",[277,2377,2378,2391,2404,2417,2432],{},[261,2379,2380,2383,2388],{},[282,2381,2382],{},"Find ideas appearing in weekly Game or Tool charts",[282,2384,2385],{},[29,2386,411],{"href":409,"rel":2387},[33],[282,2389,2390],{},"A scoped shortlist with chart/week context",[261,2392,2393,2396,2401],{},[282,2394,2395],{},"Explore references across platforms",[282,2397,2398],{},[29,2399,2005],{"href":752,"rel":2400},[33],[282,2402,2403],{},"Relevant ads and their source details",[261,2405,2406,2409,2414],{},[282,2407,2408],{},"Research a Facebook competitor",[282,2410,2411],{},[29,2412,417],{"href":415,"rel":2413},[33],[282,2415,2416],{},"Observations about the advertiser's visible creative approach",[261,2418,2419,2422,2429],{},[282,2420,2421],{},"Retain and organize references",[282,2423,2424],{},[29,2425,2428],{"href":2426,"rel":2427},"https://denote.net/swipe-file",[33],"Swipe File",[282,2430,2431],{},"A collection your team can revisit",[261,2433,2434,2437,2444],{},[282,2435,2436],{},"Save an ad while browsing a supported source",[282,2438,2439],{},[29,2440,2443],{"href":2441,"rel":2442},"https://chromewebstore.google.com/detail/denote-save-ads-tk-fb-ad/okieokifcnnigcgceookjighhplbhcip",[33],"Denote extension",[282,2445,2446],{},"A saved reference with enough context to analyze",[14,2448,2449],{},"The extension supports collection while browsing. Top Ads and the research pages help you choose what merits attention in the first place. Start with one question such as “Which opening makes this product benefit clear?” so the session has a useful endpoint.",[14,2451,2452],{},[81,2453],{"alt":2454,"src":2455},"Denote task map: Top Ads for weekly Game and Tool discovery, Ad Library for broader references, and Ad Spy for Facebook competitor context","https://cdn.denote.net/denote/static/source/2026/denote-research-entry-points.png",[14,2457,2458],{},[88,2459,2460],{},"Illustration: choose the research entry point that matches your question, then retain the source context and prepare an original test.",[37,2462,2464],{"id":2463},"_1-get-into-the-workspace-when-your-task-needs-it","1. Get into the workspace when your task needs it",[14,2466,406,2467,2470,2471,2474],{},[29,2468,34],{"href":31,"rel":2469},[33]," and follow the sign-in or account-creation route presented by the site. The workspace is available through ",[21,2472,2473],{},"Start Denote","; saved collections and some deeper actions require an account.",[14,2476,2477,2478,2482],{},"If you plan to collect references while browsing, install the extension from its ",[29,2479,2481],{"href":2441,"rel":2480},[33],"official Chrome Web Store listing",". Use the listing linked from Denote so you install the intended extension. Return to the ad-source tab after installation and sign in when prompted.",[14,2484,2485],{},"For the first research session, choose one product, audience or creative problem. Creating a large folder structure can wait until you know which references you want to retain.",[37,2487,2489],{"id":2488},"_2-use-top-ads-to-find-a-weekly-starting-point","2. Use Top Ads to find a weekly starting point",[14,2491,2492,2495,2496,2499,2500,1602,2503,2506,2507,1602,2510,2513],{},[29,2493,748],{"href":409,"rel":2494},[33]," currently offers ",[21,2497,2498],{},"Weekly Trending",", ",[21,2501,2502],{},"Weekly Rising",[21,2504,2505],{},"New Creatives",", with ",[21,2508,2509],{},"Game",[21,2511,2512],{},"Tool"," category choices. Pick the category and completed week relevant to your question.",[14,2515,2516],{},[81,2517],{"alt":2518,"src":2519},"Denote Top Ads public filters with Weekly Trending, Game, channel options and October 5–11, 2026 selected","https://cdn.denote.net/denote/static/source/2026/denote-top-ads-filters-20261014.jpg",[14,2521,2522],{},[88,2523,2524,2525,2528],{},"Product screenshot: ",[29,2526,748],{"href":409,"rel":2527},[33],", captured October 14, 2026. Game → Weekly Trending, week of October 5–11. This shows the research scope, not campaign outcomes.",[14,2530,2531],{},"Trending helps you inspect high weekly popularity; Rising helps you inspect movement; New Creatives helps you inspect newly observed ideas. These charts have different selection bases. A position in one is not directly comparable to the same position in another.",[14,2533,2534],{},"Record the chart, week, category, channel scope and any other selected filters. If you research a particular platform, check the actual source platform of the reference. A mixed-channel chart does not make every row a Facebook or TikTok ad.",[14,2536,2537,2538,755],{},"Inspect the opening, demonstration and offer behind a candidate. Keep a reference when you can name a visible idea and a reason it fits your product. For a longer routine, see ",[29,2539,2542],{"href":2540,"rel":2541},"https://denote.net/blog/how-to-find-winning-ads-research-workflow",[33],"how to find ads worth testing",[37,2544,2546],{"id":2545},"_3-use-ad-library-or-ad-spy-for-a-narrower-question","3. Use Ad Library or Ad Spy for a narrower question",[14,2548,406,2549,2552],{},[29,2550,2005],{"href":752,"rel":2551},[33]," when you have a category, platform or type of creative in mind. Narrow the available filters, then inspect the returned ads instead of treating the result count as a quality signal. When a result does not expose a detail you need, retain that limitation in the notes.",[14,2554,2555,2556,2559,2560,2563],{},"For Facebook competitor research, begin with ",[29,2557,417],{"href":415,"rel":2558},[33],". Verify the advertiser identity and look at its visible message, format, offer and destination. The workspace names this route ",[21,2561,2562],{},"Facebook Ad Spy","; TikTok research should start with a relevant TikTok source or Ad Library result.",[14,2565,2566,2567,2572],{},"A competitor review is useful when it answers a question such as “How does this brand demonstrate the benefit?” Public observations do not disclose every targeting setting, conversion or revenue result. Use our ",[29,2568,2571],{"href":2569,"rel":2570},"https://denote.net/blog/how-to-research-competitor-ads",[33],"competitor research guide"," to structure the wider review.",[37,2574,2576],{"id":2575},"_4-save-a-shortlist-with-a-reason-attached","4. Save a shortlist with a reason attached",[14,2578,2579,2580,755],{},"Use Denote's available save action or the extension on a supported ad-source page, then confirm that the reference appears in the intended workspace collection. Boards and folders can keep selected references together. Choose a collection name that explains its purpose, such as ",[21,2581,2582],{},"Product demonstrations to review",[14,2584,2585],{},[81,2586],{"alt":2587,"src":2588},"Publisher-supplied Denote example showing named swipe-file boards and saved creative cards","https://cdn.denote.net/denote/static/source/2026/denote-swipe-file-publisher-example.png",[14,2590,2591],{},[88,2592,2593,2594,2599],{},"Publisher-supplied example from the ",[29,2595,2598],{"href":2596,"rel":2597},"https://chromewebstore.google.com/detail/denote-save-ads-tk-fb-ad/okieokifcnnigcgceookjighhplbhcip?hl=en",[33],"official Denote extension listing",", retrieved October 14, 2026. It illustrates boards and saved references; the interface can vary by account and version.",[14,2601,2602],{},"Keep these notes alongside each reference in your working research document:",[255,2604,2605,2615],{},[258,2606,2607],{},[261,2608,2609,2612],{},[264,2610,2611],{},"Note",[264,2613,2614],{},"What to write",[277,2616,2617,2624,2632,2640,2648,2656],{},[261,2618,2619,2621],{},[282,2620,1925],{},[282,2622,2623],{},"Original link or creative identifier and advertiser",[261,2625,2626,2629],{},[282,2627,2628],{},"Context",[282,2630,2631],{},"Platform, capture date and relevant filters/chart week",[261,2633,2634,2637],{},[282,2635,2636],{},"Observation",[282,2638,2639],{},"The visible opening, promise, demonstration and CTA",[261,2641,2642,2645],{},[282,2643,2644],{},"Relevance",[282,2646,2647],{},"Why the mechanism fits your product or audience",[261,2649,2650,2653],{},[282,2651,2652],{},"Unknown",[282,2654,2655],{},"Missing delivery or business-outcome information",[261,2657,2658,2661],{},[282,2659,2660],{},"Next action",[282,2662,2663],{},"Proposed original concept, owner and review date",[14,2665,2666,2667,2672],{},"If you only need to retain a Facebook reference, the ",[29,2668,2671],{"href":2669,"rel":2670},"https://denote.net/blog/save-and-dwonload-ads-from-facebook-ad-library",[33],"save and download guide"," covers that task. Keep the source context even when you also export a media file.",[37,2674,2676],{"id":2675},"_5-read-the-data-according-to-its-definition","5. Read the data according to its definition",[14,2678,2679],{},"Denote Top Ads popularity scores describe chart signals. An impression/display estimate is a provider estimate. Spend estimates also require their assumptions and scope to be understood. None of these measures alone tells you a competitor's ROAS or profit.",[14,2681,2682],{},"Observed run length can help prioritize a reference for inspection, but it does not establish that a campaign ran continuously at the same budget or that the creative caused good results. Keep missing fields marked unknown.",[14,2684,2685,2686,2691],{},"For Facebook extension estimates, use the ",[29,2687,2690],{"href":2688,"rel":2689},"https://denote.net/blog/how-to-use-ad-spend-in-denote-extension",[33],"ad-spend guide",". Avoid setting your own budget by copying an estimated competitor amount.",[37,2693,2695],{"id":2694},"_6-turn-the-reference-into-an-original-brief","6. Turn the reference into an original brief",[14,2697,1348,2698,2702],{},[29,2699,2701],{"href":351,"rel":2700},[33],"ad creative analysis worksheet"," to break the reference into its parts. The handoff should explain what you saw, what you think it might help, and what your team will change.",[14,2704,2705,2706,2709],{},"For example, a ",[21,2707,2708],{},"fictional"," product video might demonstrate the benefit before naming the product. Your hypothesis could be that showing your own demonstration earlier will explain the benefit faster. Produce two opening sequences while keeping the rest of the concept consistent, then evaluate your own campaign outcomes.",[14,2711,2712,2713,2717],{},"Reference research supplies the idea. Your own results decide whether to develop it further. The ",[29,2714,2716],{"href":918,"rel":2715},[33],"ad brief guide"," can help package the decision for production.",[37,2719,2721],{"id":2720},"questions-when-getting-started-with-denote","Questions when getting started with Denote",[147,2723,2725],{"id":2724},"do-i-need-the-extension-to-browse-top-ads","Do I need the extension to browse Top Ads?",[14,2727,2728,2729,2733],{},"You can open the public ",[29,2730,2732],{"href":409,"rel":2731},[33],"Top Ads page"," directly. The extension serves the separate task of collecting references while browsing supported sources. Deeper workspace access may require signing in.",[147,2735,2737],{"id":2736},"which-denote-feature-should-i-use-first","Which Denote feature should I use first?",[14,2739,2740],{},"Start with the task table above. Use a weekly chart for Game/Tool discovery, Ad Library for broader references, and Ad Spy for Facebook competitor context. You can organize the shortlist after finding a relevant idea.",[147,2742,2744],{"id":2743},"what-should-i-finish-with","What should I finish with?",[14,2746,2747],{},"A small collection with a clear purpose, source context and one testable brief is a useful first outcome. Once you know how to use Denote for that complete workflow, expand the research around the next decision your team needs to make.",{"title":425,"searchDepth":426,"depth":426,"links":2749},[2750,2751,2752,2753,2754,2755,2756,2757,2758],{"id":39,"depth":426,"text":40},{"id":2359,"depth":426,"text":2360},{"id":2463,"depth":426,"text":2464},{"id":2488,"depth":426,"text":2489},{"id":2545,"depth":426,"text":2546},{"id":2575,"depth":426,"text":2576},{"id":2675,"depth":426,"text":2676},{"id":2694,"depth":426,"text":2695},{"id":2720,"depth":426,"text":2721,"children":2759},[2760,2761,2762],{"id":2724,"depth":434,"text":2725},{"id":2736,"depth":434,"text":2737},{"id":2743,"depth":434,"text":2744},"2026-10-16T08:00:00+08:00","Learn how to use Denote Top Ads, Ad Library, Ad Spy, and saved references to research creatives and prepare a clear, original test brief.","Choose the right Denote entry point, inspect a reference, retain its context, and brief an original creative test.","how to use Denote, Denote Top Ads, Denote Ad Spy, ad creative research",{"toc":457},"/blog/how-to-use-denote",7,{"title":2329,"description":2764},"blog/how-to-use-denote","https://cdn.denote.net/denote/static_pages/how-to-use-denote.png",1237,"UMiFAtWrJZmv4ntJ84ru3eLy9QeuYe8WGV-C5TMP6uc",1792754545126]