ASM-A / Paid media
Media buying and user acquisition
Full operation of the account: strategy, builds, bids, budgets. Reports read from your MMP data. Screenshots are not accepted as evidence.
- Meta
- Apple Ads
- TikTok
- Snapchat
- ChatGPT Ads
- Moloco
Performance marketing + AI creative
An ad program is a structure. Draw it first.
Fenwarde specifies the ad creative, operates the media across 7 channels and records what the spend returned, to SKAN and MMP resolution. Scope: apps, games and ecommerce brands in fast scaling. Creative, media and measurement sit under a single line of responsibility.
- Batch size
- 20–80ads per batch
- Unit rate
- from €363per finished ad
- Channels
- 7one line of responsibility
- Finishing
- 100%human finishing
- Ratios
- 9:16 / 4:5 / 1:1for each placement
FenwardeGeneral arrangement
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Creative formats
Format schedule, drawn to proportion.
Generic drawings of the units a batch can contain. Proportions are marked in ratio units, and every frame stands on a common datum. No client assets on this sheet.
Vertical video
Full-height feed unit. Hook resolved in the opening frame, subtitle track held inside the safe area.
UGC
Presenter-to-camera footage. Handheld geometry kept, captions added in post-production.
Motion
Keyframed graphics, readable with sound off. Path and timing set per hook.
Static
Single frame. Headline, product, call to action, in a fixed hierarchy.
Carousel
Hinged square panels. Each panel carries one claim and leads into the next.
AI concept
Generated concept. A person cuts it, adds subtitles and grades the colour before release.
FenwardeFormat schedule
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AI creative factory
A production line where a person finishes every unit.
Fenwarde runs its own AI production line. Strategists write the specification, AI generates the footage, people complete each ad. The result is a test volume that a conventional shoot schedule does not allow.
ST-01 / Strategist
Concept
Idea and creative direction fixed before any footage exists.
ST-02 / Strategist
Brief
Hooks, scripts and formats assigned per channel and audience.
ST-03 / AI + QA
AI production
Footage generated by AI. Cut and quality check by people.
ST-04 / Person
Post-production
Music, subtitles, colour. All finishing operations on each ad.
ST-05 / Release
Ready to launch
Exported to spec for Meta, YouTube, TikTok and other channels.
Generation is automated. Finishing is not.
A strategist sets the concept, AI generates the video, a person edits, subtitles and colour-grades it. Release condition: no unit ships without that pass.
CALC-03 / Batch plannerIndicative
| Ref | Parameter | Symbol | Value |
|---|---|---|---|
| 1 | Batch size | N | |
| 2 | Ratios per ad | R | × 3 ratios (9:16, 4:5, 1:1) |
| 3 | Unit rate | C | from €363 per finished ad |
| 4 | Batch total | T = N × C |
Indicative figure, not a quotation. The quotation follows intake. T = 40 × 363 = 14,520 EUR
Carry batch to requestFenwardeProduction line
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Services
Three assemblies, one set of drawings.
Intended reader: a CMO or founder who needs creative, media and measurement held by a single accountable party, with no three-vendor interface to manage.
ASM-B / Creative
AI creative production
20–80
finished video ads in each batch, unit rate from €363, passed directly to the buyers on your account.
Production lineASM-C / Measurement
Instruments: tracking, attribution, incrementality
A campaign is only as controllable as its instruments. Fenwarde configures and audits MMPs such as AppsFlyer and Adjust, maps iOS conversion values in SKAN, and tests incrementality where attribution leaves the question open.
- SKAN
- Value mapping, postback window settings, tracing of null values
- MMP
- AppsFlyer and Adjust configuration, QA of SDK and events, deduplication rules
- Lift
- Incrementality tests and geo holdouts, past the limit of attribution
Signal path: how one install turns into a decision
- Signal
Spend data from Apple Ads, Google, Meta, Snapchat, TikTok.
- MMP
Store data used to deduplicate AppsFlyer or Adjust records.
- iOS
SKAN postback received, its conversion value translated into revenue.
- Check
Geo holdout separates real lift from correlation.
- Act
Returned values set the next budget and the next brief.
Revision cycle: each batch is a revision
-
REV AResearch
Locate where the money is
Work starts inside your ad account, your store listing and your site. No template. Recorded: audiences that already convert, creative angles that are exhausted, category bid levels.
- Inputs: account, listing, site data
- Saturated creative angles
- Category and competitor bids
-
REV BCreate
Issue a batch, not a single part
Batch size is 20–80 finished ads, unit rate from €363. The variation is sufficient to isolate a result. A single asset gives nothing to compare against.
- Unit types: video, UGC, AI concept
- Volume: 20–80 finished ads
- Cut for the placements you buy
-
REV CBuy
Same crew from brief to spend
The people who wrote the creative brief operate the spend on Meta, Google, Apple Ads, TikTok, Snapchat, ChatGPT Ads and Moloco. The process has no handover points.
- Meta, Google, Apple Ads, TikTok
- Snapchat, ChatGPT Ads, Moloco
- Full account access at all times
-
REV DLearn
Returned data sets the next revision
Reviews read SKAN and MMP values. The following batch is briefed from that record, not from preference.
- Spend and attribution open to you
- Winning angles fed back into the brief
- No opaque systems, no concealed rebates
Return path: REV D sets the brief for REV A of the next batch.
Bill of materials: 7 optional modules
Modules attach to any assembly. Each is specified and measured like the rest of the program.
| Item | Module | Function |
|---|---|---|
| 01 | TikTok Ads | Units built for the feed, so that spend converts before the user scrolls on. |
| 02 | Apple Ads | Placement at the moment a user is searching the App Store for your category. |
| 03 | Snapchat Ads | Full-screen video for a younger audience, cut for the channel and not reformatted from another. |
| 04 | ChatGPT Ads | Presence during buyer research inside ChatGPT, upstream of any search box. |
| 05 | App Store Optimization | Raises conversion on traffic already paid for, upstream of the paid click. |
| 06 | CRM and retention | Holds on to acquired users, so that spend already made continues to earn. |
| 07 | Answer Engine Optimization | Brand presence in the answer when a buyer queries ChatGPT or Perplexity for a recommendation. Measured as a channel. |
FenwardeAssemblies
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Playbooks
Four load cases, one governing value each.
Starting configurations, not results. In each case a single value decides whether spend can scale, and the program is dimensioned around it.
LC-1 / Governing value
D30 ROAS
Subscription and dating apps
Channels: Apple Ads, Meta, Moloco.
Open a requestLC-3 / Governing value
D7 ROAS
Mobile games
Method: UA fed by batches of AI creative.
Open a requestLC-4 / Governing value
Set at intake
Web apps and SaaS
Channels: search, paid social.
Open a requestFenwardeLoad cases
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About Fenwarde
Creative sets the limit. Media works up to it.
Crew location: fully remote, globally distributed. Client type: apps, games and ecommerce brands in fast scaling.
- Note 01
Creative governs
Creative determines whether a campaign can scale at all, so each engagement starts at the ad. Media buying and measurement then set the distance and the rate.
- Note 02
Operators, not vendors
Every crew member has operated a live channel. The person you speak to is the person doing the work.
- Note 03
No concealed work
Spend, MMP data, attribution logic and incrementality tests stay open to you for each decision. Nothing runs inside a sealed unit.
- Note 04
Written record
Reasoning, test plans and conclusions are issued in writing, so each step can be read and checked after the fact.
FenwardeGeneral notes
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Platforms and stack
Seven channels in, one measurement record out.
The crew that operates spend on each channel reads the results in your MMP. The figures on your screen and the figures used for steering are the same figures.
- CH-1MetaSocial placements, app campaigns
- CH-2GoogleApp campaigns, search, YouTube
- CH-3TikTokPaid social, units built for the feed
- CH-4Apple AdsSearch results, Today tab, product pages
- CH-5SnapchatPaid social, full-screen video
- CH-6MolocoProgrammatic app growth
- CH-7ChatGPT AdsPlacement during buyer research
Measurement bus
Your MMP
- AppsFlyer
- Adjust
- SKAN
FenwardeInterface schedule
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FAQ
Query log, closed items.
Requests for information received most often, answered in advance. Anything else goes on the request form.
RFI-01What is the unit rate for creative?
Creative is issued by the batch: 20–80 finished ads, from €363 per finished ad. A batch gives enough variants to isolate a result. A single asset gives one data point with nothing beside it.
RFI-02Which channels are in scope?
7 channels: Meta, Google, Apple Ads, TikTok, Snapchat, ChatGPT Ads and Moloco. The crew that writes the creative brief also operates these accounts, so the work has no handover point.
RFI-03What is the scope of work at Fenwarde?
Performance marketing and user acquisition. Client types: apps, games, ecommerce brands. Scope covers creative production, AI-generated video and UGC included, media buying on the channels listed in RFI-02, and a record of what the spend produced.
RFI-04Who operates my account day to day?
An operator, not an account manager. Every crew member has operated a live channel, and the person on the call is the person making the change. Spend, attribution and the reasoning for each decision stay open to you.
RFI-05How does the AI creative factory work?
It is the Fenwarde production line for AI creative. A strategist sets the concept, AI generates the video, and a person edits, subtitles and colour-grades each ad before release. Output per batch: 20–80 finished ads, from €363 each.
RFI-06Is creative produced in-house, or is media buying the only service?
Both run on the same crew, by design. Video, UGC and AI-generated units come in batches of 20–80 ads, from €363 per finished ad. The buyers on your account use the returns of one batch to set the contents of the next.
RFI-07How are tracking and attribution specified?
Measurement is handled as a separate discipline. The MMP, AppsFlyer or Adjust, stays under inspection until its output passes audit. On iOS, each SKAN conversion value is assigned to an event with a known link to revenue. Where attribution leaves a question open, an incrementality test answers it. You read the same dashboards the crew reads.
RFI-08Which advertisers fit this specification?
Apps, games and ecommerce brands in fast scaling, with a live product and committed budget. Usual contact: CMO, founder or growth lead. Typical work packages: marketing for mobile apps, UA for games on mobile, store optimization (ASO).
FenwardeQuery log
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Contact
Issue a request. Receive the first test and its cost.
Three inputs: the account, the target, the constraint. The return document states the first test Fenwarde would run and the cost of running it, addressed to whoever is accountable for the figure.
- Batch size: 20–80 ads
- Unit rate: from €363 per finished ad
- Channels: 7
- Account access: full, at all times
FenwardeRequest for quotation
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