Choosing theRight Ad Format on BIGO Ads: A Growth-Funnel Perspective

On programmatic platforms like BIGO Ads, ad formats are far more than creative containers. They directly determine where ads appear, how users perceive them, and how efficiently campaigns scale. In many cases, unstable performance is not caused by creative quality or bidding strategy, but by a misalignment between ad format and the advertiser’s growth stage.

• Some formats are best suited for cold start, helping the algorithm learn and validate early market signals

• Others excel at filtering high-intent users, improving retention and monetization quality

• Some are designed for scalable reach and cost efficiency

This article systematically breaks down the core BIGO Ads formats using a unified analytical framework, focusing on primary objectives, audience relevance , cost and ROI characteristics, suitable advertiser types and creative best practices (and common pitfalls).

1. App Open Ads

Objectives & Growth Stage

• Primary goal: Rapid brand awareness and maximum exposure

• Best stage: New product launches, major campaign warm-ups, early market entry

• Use with caution: When budgets are tight or direct conversions (payments, leads) are the main KPI

Audience Relevance

Cost & ROI Profile

• Stable and predictable CPM, especially on high-DAU apps

• Generally low CVR, but strong uplift in brand search and organic traffic

• ROI is mid- to long-term, enhancing performance across other channels

Best-Fit Advertisers

• Global brands entering new or emerging markets

• Games or social apps aiming for early chart momentum

• E-commerce brands warming up major sales events

Creative Tips & Pitfalls

• Brand visible within the first 3 seconds (dynamic logo + sound cue)

• Ultra-simple messaging: 1 key benefit + 1 clear CTA

• Add countdown indicators (“Skip in 5s”) to reduce user anxiety

• Long copy

• Heavy or lagging animations

• Tiny or unclear CTA buttons

2. Full-Screen Video Ads

Objectives & Growth Stage

• Primary goal: App installs, website conversions, user re-engagement

• Best stage: From model validation to scalable growth

• High-potential categories: Emotion-driven (social, dating, mental health), visually driven (beauty, fashion, 3C)

Audience Relevance & Psychology

Cost & ROI Profile

• Stable CPC / CPA, short learning phase (typically 3–5 days)

• Moderate production costs with strong conversion efficiency

• Particularly competitive CPA in SEA, MENA, and LATAM

Best-Fit Advertisers

• Games (story-driven, simulation)

• Social and dating apps

• DTC e-commerce brands

• Education and health services requiring trust-building

Creative Tips & Pitfalls

• Vertical format (9:16)

• 0–3s: pain point or question hook

• 4–10s: product usage demonstration (visual > narration)

• Strong CTA with urgency (“Free for the first 1,000 users”)

Avoid

• Black screens or loading intros

• Long voiceovers

• Small or low-contrast CTA text

3. Interstitial Ads

Objectives & Growth Stage

• Primary goal: Efficient conversions (installs, sign-ups, purchases)

• Best stage: Scaling phase and remarketing

• Prime moments: Level completion, page transitions, task completion

Audience Relevance & Psychology

Users are in a short cognitive gap after completing an action, with attention still inside the app. Contextually relevant ads perform exceptionally well in this moment.

Cost & ROI Profile

• Mid-range CPM, strong CPC/CPA efficiency

• Stable scalability, suitable for long-term budget allocation

Best-Fit Advertisers

• Casual and light games

• Utility apps (cleaners, translators, PDF tools)

• E-commerce (single-product or limited-time offers)

• Finance and education with low-entry products

Creative Tips & Pitfalls

• Key benefit visible within 2 seconds (bold text + icon)

• Animated CTA buttons (pulse or micro-motion)

• Optional soft exits (“Remind me later”)

• Triggering too fast (<1s)

• Blocking navigation

• Missing or hidden close buttons

4. Playable Ads

Objectives & Growth Stage

• Primary goal: Filter high-intent users and improve LTV

• Best stage: Post-PMF validation, pre-scale optimization

• Core value: Reduce low-quality installs

Audience Relevance & Psychology

Cost & ROI Profile

• CPI typically 20–40% higher than standard ads

• Significantly better LTV/CAC for experience-driven products

• ROI driven by user quality, not volume

Best-Fit Advertisers

• Mid-core and hybrid games

• Highly interactive tools (AI, fitness, creative apps)

• Innovative products that require hands-on experience

Creative Tips & Pitfalls

Best Practices

• Instant interaction (no intro screens)

• Strong audiovisual feedback

• Clear exit CTA (“Install to continue Level 4”)

• Overloading multiple mechanics

• Long loading times

• Unclear objectives

5. Native Ads

Objectives & Growth Stage

• Primary goal: Stable acquisition and long-term model optimization

• Best stage: Validation through maturity

• Unique value: High-quality engagement signals for algorithm learning

Audience Relevance & Psychology

Cost & ROI Profile

• Stable CPC / CPA, low volatility

• Short learning phase

• Supports gradual CPA improvement through sustained optimization

Best-Fit Advertisers

• Utility apps

• Social and community platforms

• Content-driven products (short dramas, novels, knowledge apps)

Creative Tips & Pitfalls

• Headline sounds like real user feedback

• Authentic visuals (screenshots, annotations)

Avoid

• Oversized logos

• Sensational or clickbait language

6. Banner Ads

Objectives & Growth Stage

• Primary goal: Low-cost incremental volume and brand support

• Best stage: Mature campaigns, retargeting tail traffic

• Use with caution: As a primary conversion driver

Audience Relevance & Psychology

Users tend to ignore banners unless the message is extremely clear and concise.

Cost & ROI Profile

• Lowest CPM among all formats

• Low CTR but strong absolute volume at scale

• ROI driven by reach efficiency

Best-Fit Advertisers

• Utility apps

• E-commerce clearance or replenishment

• Brands supporting upper-funnel exposure

Creative Tips & Pitfalls

• Single core message

• High-contrast colors with subtle animation

• Multi-size adaptability

• Multiple CTAs

• Dense copy

• Low-resolution assets

7. Rewarded Video Ads

Objectives & Growth Stage

• Primary goal: High-quality conversions (installs, sign-ups, payments)

• Best stage: Growth to maturity

• Ideal scenarios: In-game rewards, feature unlocks

Audience Relevance

Cost & ROI Profile

• Slightly higher CPI than standard video

• Lower uninstall rates

• Strong LTV and CPA performance

Best-Fit Advertisers

• Games

• Utility tools (VIP trials, ad removal)

• Education and health services

• Finance tools (credit checks, simulations)

Creative Tips & Pitfalls

• Reward clearly stated upfront

• Value-driven storytelling

• Bonus incentive at install

• Vague rewards

• Disconnect between ad content and incentive

8. Pop-up Ads

Objectives & Growth Stage

• Primary goal: Immediate conversion push

• Best stage: Exit intent or critical decision points

• Key principle: Use sparingly

Audience Relevance

Cost & ROI Profile

• Higher CPM due to scarcity

• CVR often 2–3× higher than standard formats

• Recommended budget share: <10%

Best-Fit Advertisers

• E-commerce (cart abandonment)

• Finance (application recovery)

• SaaS (trial-to-paid prompts)

• Games (post-failure item offers)

Creative Tips & Pitfalls

• Precise trigger timing

• Real, limited-time value

• Clearly visible close button

• Forced exposure

• Blocking core UI

• Fake countdowns

Conclusion: From “Choosing Formats” to “Designing Growth”

• Which stage of the growth funnel am I in? (Exploration / Validation / Scaling)

• What mindset is my user in at this moment? (Browsing / Socializing / Deciding / Relaxing)

• Which format embeds my product value with the least friction?