Research mobile game ad creatives with observed history

Look beyond an isolated video

A creative can show an opening scene, a mechanic, a puzzle or a progression loop. Its research value grows when you know the associated game, studio, network and observation dates. Comparing related variants can show how a publisher presents the same concept in different ways.

SpyReel organises supported advertising examples into concepts and variants. Use the playable previews to inspect the actual creative, then review the observations alongside it. A concept group reduces repeated videos while allowing you to inspect differences between variants.

Understand observed span

First-seen and last-seen dates describe the recorded observation window. A creative observed over a long span can be worth studying, but the span alone does not prove uninterrupted delivery, high spend or strong performance.

Newly imported back-catalogue material also needs care: an old ad discovered today is not necessarily a new creative test. Read the source dates and recorded history before treating it as a fresh campaign.

Separate new ad activity from newly found older ads

The New filter uses the creative’s recorded ad-span start. Newly found older ads uses when SpyReel added an older creative to its collection, excluding ads that already qualify as New. An ad that started weeks ago can still be useful research material without being presented as a fresh launch.

Find a specific game or studio, or narrow the library by game type and mechanic. Compare related concepts and individual variants with their recorded source networks. This keeps discovery useful while preserving the distinction between an ad starting and SpyReel discovering it.

Compare a concept in context

1. 01Select a game or studio relevant to your research.
2. 02Watch the creative and inspect related variants rather than counting duplicates as separate ideas.
3. 03Check the network, format, duration and recorded dates.
4. 04Read reported markets and reach with the source’s regional coverage limits.
5. 05Return to the game’s timeline to see whether other activity appeared around the same period.

Keep source coverage and rights visible

Networks publish different kinds of transparency information. Meta country and reach observations can be limited to EU coverage, and reach is an estimate. A missing value should remain missing rather than becoming a zero or a claim of no activity.

A publisher’s creative is research material owned by its rights holder. Being able to watch or download an example does not grant permission to reuse its footage, characters, branding or artwork in your own advertising. Use the observations to inform your research and check permissions for any reuse.