How Sett’s Agents Came to Win and Hold A Third Of Papaya’s Share Of Voice
Share of Voice
People
The Gist
One in three ads, made by Sett
Papaya handed Sett's agents a big share of its creative across four titles. They run the whole loop on their own. Now the agents hand back the winners, and the team spends its time on strategy instead of tactics.
The Challenge
A pipeline no team can hold
Keeping enough playables and video in the pipeline was a constant grind, especially with the demands of modern UA platforms like AppLovin.
Papaya looked for a one-stop technology partner that could own the whole UA creative flow, the ideas, the builds, the testing, at a pace no in-house team can hold.
Why Sett
Sett owns the whole loop
Sett owns the whole creative loop. The agents generate the concepts, build the videos and playables, and act on what the data says, cycle after cycle, with no brief and no check-in.
It's a standing part of a UA function, refreshing the creative on its own while the team stays on strategy.
With Sett
The agents run the creative loop
Papaya runs a big share of its creative through Sett, across four titles. No campaigns to brief and no concepts to chase, just a steady stream of video and playables landing every week, for every game. The team just opens its laptops, and the winners are already there.
Sett's how our creative gets made now. A standing part of how we run UA, across every game.
— Lilach Bar-Noy Yelin, Director of Performance Marketing, Papaya
The Results
A steady 30% share of voice
Sett's creatives now hold about 30% of Papaya's share of voice. Roughly a third of every ad Papaya runs is a Sett creative the networks keep serving because it keeps winning.
As Sett's agents run the creative loop, Papaya's UA and creative teams never touch the nuts and bolts, so they spend their time scaling the winners across four games.
