End Card

An end card is the final screen shown after a video or playable ad finishes. It typically shows the app icon, a short message, store rating and a clear call to action to install or open the app.

End cards matter more than their size suggests: they are the moment of decision for users who watched to the end. Strong end cards repeat the core hook of the ad, keep the call to action prominent and load instantly. Testing end-card variations — static versus animated, different messages, button placement — is a low-cost way to lift conversion on existing video and playable creative.

Remember that many users only see the end card briefly, so clarity beats detail: one message, one button, and a visual that matches what they just played or watched. Consistency between the ad and the store page also helps conversion.