2023 Mobile Ad Creative Index
Download PDFJun, 2023 Mobile Ad
Creative
Index
A Liftoff Report | 2023
1
2023 MOBILE AD CREATIVE INDEX
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Contents
Introduction
Highlights & Methodology
Ad Format Definitions
Benchmarks & Tips
Trends in Creative
About Us
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Introduction
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2022 was a year of profound macroeconomic change. Inflationary pressures
and slowdowns in growth impacted the technology sector as a whole, and
mobile marketers entered the new year facing rising costs and reduced
budgets. As an industry, mobile advertising also continues to adapt to
changes in privacy compliance, from the continued
rollout of Apple’s SKAN
to
the GAID deprecation that’s just on the horizon.
While challenges lie ahead, there’s cause for optimism. Digital marketing
spend has hit a snag, but mobile ad revenue around the globe is still
projected to grow.
Insider I
ntelligence
projects
that ad budgets will rebound in
the next two years, and advertisers that can continue to spend stand to gain
significant market share.
Across all app verticals, creative remains one of the key levers for growth for
many advertisers. To attract new users and scale in an uncertain climate,
marketers need to think big. It’s no longer enough to run business-as-usual
campaigns. Advertisers need to tap into what motivates users and
communicate the real value their products can bring.
To assist mobile marketers at this unique time, our report provides the latest
cost and revenue benchmarks for ad formats across five verticals: gaming,
e-commerce, finance, entertainment, and dating & social.
This year, we want to look beyond best practices to the trends driving revenue
for advertisers now. Industry pressures can accelerate innovation, and mobile
marketers are experimenting and adapting with remarkable success. In the
final section of this report, we dive deeply into five trends that are moving the
needle: extended ad experiences, taking playables beyond gaming,
leveraging gaming motivations, long-form video ads, and user-generated
content ads.
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Highlights &
Methodology
Gaming
With an average CPI of $1.31, playable ads are by far the most
cost-effective option for driving installs for gaming apps.
Entertainment
At $5.98 and $1.88 per install, native ads offer the best deals on both iOS
and Android.
E-Commerce
For e-commerce apps, banner ads offer the best CPA at $4.13 per purchase
and the second-highest install-to-action (ITA) rate at 45%.
Finance
Banner ads are the most lucrative ad format for finance apps on both iOS
and Android.
Dating & Social
For dating and social apps, interstitial ads offer the best Day 7 return on ad
spend (ROAS) at 44%.
This report is based
on data from
Jan 1 2022 – Jan 1 2023
240M
Installs
1 Trillion
Impressions
24.5B
Clicks
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Ad Format Definitions
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Banner
Traditional ad units
served at the bottom or
top of a smartphone
screen. Banners are one
of the few mobile ad
formats that can easily
be implemented into
nearly any mobile app.
Native
Designed to match the
form and function of
the user experience in
which they are placed.
The most common
native ad formats are
in-feed units, paid
search units,
recommendation
widgets, and promoted
listings.
Interstitial
Full-screen ads that
appear during
transitions within an
app. This provides a
smooth change
between two levels of a
mobile game or
between two stories in a
news app, making them
less intrusive and more
engaging.
Playable
These interactive ads
allow users to play
before they buy. Those
who view the ad can
interact with it as a
preview of what they
could do in the app. A
playable could show
the first moments of a
game, for example.
Video
This ad creative uses
video to engage
audiences. Rewarded
video offer users perks
and prizes in exchange
for watching or
interacting with an ad.
Benchmarks
& Tips
CPI and Seasonal Trends by Ad Format
Gaming Benchmarks & Tips
Non-Gaming Benchmarks & Tips
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CPI and Seasonal
Trends by Ad Format
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CPI by Ad Format, All
Verticals
●
At $1.01, native is the most cost-effective format. But advertisers should
remember that their effectiveness will depend on placement and
context.
●
Banner and playable formats come at a similar cost ($1.86 and $1.66,
respectively).
●
Video and interstitial ads cost 3x and 4x more per install, respectively,
than native ads.
$1.86
$4.15
$1.01
$1.66
$3.60
Banner
Interstitial
Native
Playable
Video
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
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CPI by Ad Format and
Seasonal Trends
●
Interstitial ads consistently cost more than other ad formats, but CPI for
this format hit a 2022 low of $2.60 in December.
●
Overall, CPI for video and playable ads declined over the course of the
year. They also hit annual lows of $2.66 and $1.29 in December.
●
Banner and native ads hovered around $2.00 and $1.00, respectively.
Jan 2022
Mar 2022
May 2022
Jul 2022
Sep 2022
Nov 2022
$0.00
$2.00
$4.00
$6.00
Banner
Interstitial
Native
Playable
Video
9
Gaming
Benchmarks & Tips
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●
With an average CPI of $1.31, playable ads are by far the most
cost-effective option for driving installs for gaming apps. This is
unsurprising since they offer attractive opportunities for audiences to try
before they commit.
●
Videos are great for showing off user experience, and at $4.93, they offer
the next best price per install.
●
Banner and native ads have similar costs at $5.48 and $6.09,
respectively. Interstitial ads are the priciest option at $11.29.
Gaming CPI
by Ad Format
$5.48
$11.29
$6.09
$1.31
$4.93
Banner
Interstitial
Native
Playable
Video
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
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Gaming CPI by Ad
Format, Android vs. iOS
●
Consistent with the past two years, costs are higher on iOS than on
Android across all ad formats. But when comparing costs, it’s important
to remember that spending on platforms post-install will vary.
●
The contrast is especially stark for video, banner, and playable ads.
Playables cost nearly 9x per install on iOS as they do on Android ($6.17
compared to $0.73).
●
CPI for native ads are closer across platforms ($5.46 on Android
compared to $6.90 on iOS).
Banner
Interstitial
Native
Playable
Video
$0.00
$5.00
$10.00
$15.00
$20.00
$2.21
$9.49
$8.97
$16.01
$5.46
$6.90
$0.73
$6.17
$2.48
$9.38
Gaming on Android
Gaming on iOS
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Gaming Day 7 ROAS
Return on ad spend (ROAS) is a key metric for determining the success of a
gaming campaign. We compared Day 7 ROAS across five ad formats and
found:
●
Native ads offer the best D7 ROAS at 18%. Banner ads follow closely at 17%.
●
While playables are the most cost-effective at driving installs, they offer
comparatively lower D7 ROAS at 12%.
●
Video and interstitial ads offer similar ROAS rates at 14% and 15%,
respectively.
17%
15%
18%
12%
14%
Banner
Interstitial
Native
Playable
Video
0%
5%
10%
15%
20%
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It’s tempting to use stylized illustrations to draw attention. But they
do not perform as well as actual gameplay assets. Art styles that
misrepresent actual user experience are a turnoff.
Players want to know what to expect when they download the
game. Using the in-game art style in the ad will attract
higher-value users who are more likely to engage.
When designing interstitial ads, try to show variation. In our
experience, users are drawn to the level-up and customization
elements of the game.
Midcore players
want accurate
renderings of
in-game art
styles.
Pro Tip
14
Non-Gaming
Benchmarks & Tips
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E-commerce CPI
by Ad Format
●
Banner ads offer the best deal per install on Android at $1.65, followed by
native ads at $2.25.
●
Interstitial ads have similar costs for both iOS and Android at $4.23 and
$3.74, respectively.
●
Playables see the biggest difference between platforms. CPI average
$3.70 on Android and $7.93 on iOS.
Banner
Interstitial
Native
Playable
Video
$0.00
$2.00
$4.00
$6.00
$8.00
Android
iOS
E-Commerce
$1.87
$2.83
$1.65
$3.83
$4.23
$3.74
$2.31
$2.70
$2.25
$4.15
$3.70
$3.82
$3.40
$5.66
$7.93
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E-commerce CPA,
ITA by Ad Format
●
Banner ads offer the best CPA at $4.13 per purchase and the
second-highest install-to-action (ITA) rates at 45%.
●
Playable and video ads have similar CPAs at around $10 per purchase.
●
ITA hovered around 40-45% for all five formats, with interstitials notching
the highest ITA at 46%.
45%
46%
41%
$4.13
Banner
$8.27
Interstitial
$5.66
Native
$10.36
Playable
$9.72
Video
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
0%
10%
20%
30%
40%
50%
CPA
Install-to-Action
(ITA)
39%
40%
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Pro Tip
Pair top products with a white or simple
background on your banner ad.
In e-commerce ads, your goal is to draw the eye directly to the
product. Highlight your products with minimal text and a clean
design. Mimic UI that’s familiar—the App Store for example. This is
more likely to draw clicks.
Try to steer clear of anything too busy. We found that colorful,
highly-branded banners are easily ignored as ads. Lifestyle
images can also be difficult to interpret in the limited space.
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Finance CPI
by Ad Format
●
When comparing overall costs, banner and native ads are the best
options at $2.27 and $2.47, respectively.
●
Video ads on iOS cost over 3x as much as they do on Android ($10.66
compared to $3.33 per install).
●
Banner ads are the most cost-effective ad format on both iOS and
Android (at $5.22 and $1.87, respectively).
$10.00
Banner
Interstitial
Native
Video
$0.00
$2.00
$4.00
$6.00
$8.00
Android
iOS
Overall
$2.27
$5.22
$1.87
$3.53
$11.21
$2.94
$2.47
$10.55
$2.07
$4.43
$3.33
$10.66
$12.00
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Pro Tip
When showing finance apps, we want users to understand the
purpose of the app at a glance. Try to avoid heavily story-based
ads. Stories—even simple ones—can be confusing on first viewing.
Finance app users want to see an app that’s easy to use and
brings clear benefits. A successful video focuses on just one
feature of the app. For example, an option to buy or sell that’s
easy to navigate. Show graphs or numbers that are easy to read
and entice the viewer with potential gains.
When creating
video ads for
finance apps,
keep it simple
and highlight
the UI.
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Entertainment CPI by
Ad Format
●
For entertainment apps, native ads are the best option when it comes to
cost. CPI are lower on both iOS and Android as well as overall.
●
Banner and video ads cost the same per install on iOS at $10.13, but
banner ads offer a better deal on Android at $2.04.
●
Overall and on Android, video ads cost nearly twice as much per install
as native ads.
$10.00
Banner
Native
Video
$0.00
$2.00
$4.00
$6.00
$8.00
Android
iOS
Overall
$4.05
$10.13
$2.04
$3.05
$5.98
$1.88
$5.80
$3.60
$10.13
$12.00
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Unlike in social media marketing, photographs and lifestyle
images do not work well as interstitial ads. Your audience wants
to see UI in action. For example, if you’re a streaming app, show
what it looks like when a user is scrolling through titles in different
genres. This casts a wider net in terms of user preference and
makes your app seem easy to use.
When showing your UX, avoid showing devices or any
unnecessary details. Keep the design simple and clean. This will
nudge your user toward a conversion.
Pro Tip
Create interstitial
ads that show off
how easy the
app is to
use—this will
help users make
a decision.
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Dating & Social CPI by Ad
Format
●
For dating and social apps, native ads offer the best cost per install at
$0.44. Playables are the priciest option at $3.71.
●
Banner ads cost slightly more than native ads but still offer a great deal
at $0.66.
●
Interstitial and video ads cost about the same—both coming in at just
under $1.
$0.66
$0.95
$0.44
$3.71
$0.97
Banner
Interstitial
Native
Playable
Video
$0.00
$1.00
$2.00
$3.00
$4.00
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Dating & Social CPI
by Ad Format,
Android vs. iOS
●
For dating and social apps, the breakdown is clear. Installs on Android
cost a lot less across all ad formats than installs on iOS.
●
Native ads are the most cost-effective option on both platforms. Installs
on Android cost over 10x less than on iOS.
●
Playables are the priciest option on both platforms and cost over 2x as
much on iOS than on Android.
●
Interstitial, playable, and video ads cost have similar costs on iOS.
Banner
Interstitial
Native
Playable
Video
$0.00
$2.00
$4.00
$6.00
$8.00
$0.51
$4.96
$0.80
$6.06
$0.37
$4.76
$2.67
$6.65
$0.82
$6.43
Dating & Social on Android
Dating & Social on iOS
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Dating & Social Day 7
ROAS by Ad Format
While costs per installs are important, dating and social apps look closely at
revenue metrics like ROAS. Here’s how D7 ROAS breaks down:
●
Interstitial ads offer the best D7 ROAS rates at an impressive 44%.
●
Video ads are close behind at 40%.
●
While native ads offer the best bang for your buck when it comes to
installs, it posts the 4th highest average D7 ROAS at 22%.
23%
44%
22%
18%
40%
Banner
Interstitial
Native
Playable
Video
0%
10%
20%
30%
40%
50%
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Pro Tip
Dating app users are wary of professionally crafted profiles. Stock
photography may drag down performance—daters are drawn to
authenticity. Grab user attention with attractive, amateur-looking
photos that could belong to real profiles.
Users also want apps that are enticing and easy to use. Ads that
quickly communicate your app’s features at a glance perform
better than branded ads. Lead with eye-catching UI features
such as a “new match” or “matches nearby.”
Set your app
apart. Make sure
to highlight
features such as
“matching” or
“nearby.”
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Trends in
Creative
Supercharge
performance with multi-page
ad experiences
Take playables beyond gaming
Tap into what really motivates gamers
For video ads, longer is better
Spotlight authenticity with user-generated
content
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1.
Supercharge Performance
With Multi-Page Ad
Experiences
How do you drive engagement? Business-as-usual gaming ads often combine a
video with a playable. We found that adding a third component—a static card with an
option to install—can supercharge engagement. Instead of relying on a CTA at the end
of the ad, this multi-page ad format gives users two chances to install. Users are taken
to a static card after both the video and the playable.
We recommend using this format with rewarded or interstitial ads.
For
MobilityWare’s Solitaire, we combined a winning video with a brief playable snippet
of the game. Users are directed to a static end card after the video and after the
playable to install Solitaire on iOS.
On Liftoff
Direct
, we have seen a 20% lift on average in installs per mille (IPM) from
multi-page ad experiences.
Learn more about
engaging
high-quality audiences with
Liftoff Direct
.
VIDEO
PLAYABLE
PLAYABLE ENDCARD
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To get the most from the multi-page ad format, put user experience first.
●
When creating the endcard, less is more.
Keep user experience
simple. The endcard should have nothing more than the app’s image
and an install button. Users will learn about your value prop and your
in-app UI from the video and playable components.
●
Use transitions to create a frictionless experience.
Introducing a
static endcard to your ad should not disrupt the audience experience.
If the transition from the video or playable to a static endcard
appears too abrupt, bridge the gap. On iOS for example, we’ve found
that combining mockups of the app store with a static endcard can
improve engagement. Mockups of the app store are familiar to the
user. They create a seamless transition from the ad experience to
installing the app directly on a mobile device.
●
Iterate to find the best combination of video, playable, and endcard.
As with any ad, the fundamentals still apply. The multi-page ad
format offers users an added opportunity to engage, but the proof is
in the testing. Try different combinations of assets until you find a
winner—and iterate for performance improvements.
“The multi-page ad experience is a unique
innovation on existing ad formats. It requires
little effort on the part of advertisers but can
create an outsized performance impact. We’ve
seen the results across the board. Adopting
the format offers an opportunity for advertisers
to lower costs and scale more easily.”
Patrick Keenan
EMEA Growth Lead, Liftoff
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2.
Take Playables Beyond
Gaming
Playables are a rich, interactive ad format that can boost engagement and increase
installs. While they’ve been a staple for gaming apps, they are still underused in other
app verticals that stand to benefit.
But this is changing. Finance, dating, and e-commerce apps are adding gamified
elements to create customized ad experiences that encourage audience
participation.
To create playables that outperform the pack, think about what entices an audience
to engage with your app. In this Bumble ad, the audience can personalize their
experience by selecting who they’re looking for and what they enjoy. They not only
interact with the ad but experience the thrill of a potential match.
By prompting the user to choose, a well-designed ad gathers insight into who the
audience is and what attracts them.
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Playables can make ads more personal and more impactful. Here are a few
tried-and-true tips to make it work for your app:
●
Iterate on proven winners.
If you’re new to using playables, there’s no reason
to reinvent the wheel. Start by selecting your winning content—be it product
images or videos or UGCs—and adapt it for a playable format by adding an
interactive component.
●
●
Gamify your winning content.
When adding an interactive element, think
about how you might gamify a piece of existing branded content. Start with
an enticing video, and let users engage and connect with it by earning a
reward or customizing what they see.
●
●
Keep assets intact to protect the brand.
With any app, brand integrity is
essential, and manipulating branded assets—chopping up a video, for
example—can hurt brand perception. Fortunately, most content can be
adapted for an interactive experience with minimal changes. For example, if
you have an irresistible piece of UGC—simply let it run and add a small,
non-intrusive game to enhance engagement.
●
●
Leverage playables to learn about your audience.
Playables—quizzes, polls,
etc.—are great way to learn about who’s watching your ad. For example,
instead of showing an ad for one product, make it interactive by letting the
user choose between two or three. This way, the audience can customize the
ad experience, and the advertiser learns, through user engagement, about
their audience.
“Remember that there are ways to test and
learn within the ad experience. One of the
overlooked benefits of playables is that you
can collect data about your audience based
on how they engage. This data can then be
used to tailor ad experiences and optimize
future ad campaigns.”
Justin Nield
Associate Manager, Brand Creative, Liftoff
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3.
Tap Into What Really
Motivates Gamers
To drive higher-value gamers at scale, dig into what moves them to try a game—and
what keeps them there. Who is the audience? Do they enjoy exploring new worlds,
learning a skill, testing new strategies, or simply beating their friends? Whether they’re
looking for casual Match-3 players or devoted RPG gamers, advertisers that align ads
with player motivations can connect with audiences on a deeper level—and keep
them coming back.
Get player motivation data and insights that help transform your campaigns and
boost long-term gains.
Learn more about
player motivations
from GameRefinery.
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Player motivations let you
pinpoint who your
audiences are and how to
capture their attention.
Here’s a step-by-step guide
of how we keyed into
audiences who are fired up
by a little competition and
boosted performance for a
Match-3 game.
Case Study:
Competing
With Others
STEP 1:
Using GameRefinery’s gaming
motivation framework, we found that
the best performing Match-3 titles
increased competitive elements in
their games. They clearly appealed
to players who want to compete with
other people.
STEP 2:
To embrace competitive motivations,
we experimented with creating a
leaderboard—a visual representation
of competing against others.
STEP 3:
We updated top-performing
creatives of a popular Match-3 game
with a leaderboard at the end. The
resulting creatives posted higher
numbers of impressions and
outperformed other ads that highlight
competitive elements.
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4.
For Video Ads, Longer Is Better
Our attention spans may be short, but longer mobile video ads have been proven to
be effective. Mobile user acquisition managers are adding longer videos (between
31-60 seconds) to their ad creative arsenal—and seeing material performance gains.
Longer ads enable you to tell fuller stories and showcase what your app can really do.
Across Liftoff Accelerate and Direct, our customers are seeing an average of up to
50% higher conversions with longer videos compared to shorter ones.
Mixing and matching your existing video ads is a quick and easy way to create
top-performing long-form video ads. You can showcase eye-catching features that
leave the viewer curious about the app and eager to try it.
In this longer video ad for Homescapes, Playrix structured the ad around a simple
concept—selecting levels. The ad features clips of two different levels from the hit
puzzle game, with a brief visual transition between the clips. The video concludes
with clips of the “level select” UI that ties the lengthier ad experience together.
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Harness the power of longer videos. Here are a few tips for getting more
from your video ads:
●
●
Start with what you have.
If you’ve been focused on making short
videos, start with your existing 15- and 30-second video ads. Instead
of scraping your creative process, combine sections from multiple
shorter video ads into one longer video ad. It’s a budget-friendly and
time-saving alternative to making longer video ads from scratch.
Your creative team will thank you for it.
●
Embrace the art of storytelling.
Don’t be afraid to tell a story. Stories
are at the heart of high-converting short mobile video ads. While
there’s only so much you can convey in under 30 seconds, with longer
video ads, you’ll have up to a minute. Deliver a well-rounded story. Go
from a compelling hook or an inciting incident to a satisfying
conclusion.
●
Show off more of what your app does.
You can tell fuller stories with
longer video ads and showcase more of your app’s unique selling
points. By highlighting more features, longer video ads can reach a
broader audience than shorter ads. For example, a long-form video
ad for a match-3 mobile game can show multiple game mechanics.
Show off collecting mechanics that strike a chord with players looking
for exploration gameplay, and combine that with a robust
player-versus-player mode that appeals to social players.
“In a long-form video ad, an advertiser can
demonstrate how deep their game is by
showing off more than just one game
mechanic. You show that the player can play
this and that mechanic. It’s a really big
advantage that long-form videos offer.”
Mark Such
IC Lead Motion, Liftoff
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5. Spotlight Authenticity with
User Generated Content
User-generated content (UGC)-style video ads typically feature organic
content creators with large followings who are an ideal fit for the product.
Videos involve creators addressing the camera or directly recommending a
particular app to the viewer.
UGC-style video ads have the casual yet sincere feel of smartphone selfie
videos popularized by TikTok, Instagram Reels, Snapchat, and other platforms.
But instead of running the ads exclusively on social media platforms, find ways
to repurpose them for programmatic in-app advertising campaigns.
Across different app verticals, UGC content appeal to users because they come
across as authentic. Creators address the camera directly—they ask a question,
pose a problem, or just share what they’re all about.
Learn more about leveraging UGC from
Liftoff Influence
.
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Need help building high-performing UGC-style content? Here’s how we
do it:
●
●
Form a close bond.
UGC-style video ads shouldn’t feel like an act.
Users are less responsive to overly cheerful creators in a studio with
professional lighting and fixed camera angles. The best UGC ads
have the creator recording the ad on their mobile phone’s selfie
camera and talking directly into the lens—as if they are on a private
video chat with a close friend or family member.
●
Be the solution to a user’s problem.
Although a story can be told in
many different ways, we’ve found that a problem-solution story
structure works best for UGC-style video ads. Present a problem and
share how that problem makes you feel. Then, present the app as the
solution. Tell the user how the app makes you feel and how it solved
the problem you described. Lastly, end the ad with a call to action.
●
Nail the opening.
A strong opener is critical to a UGC-style video ad
with a problem-solution structure. Try to avoid an opener with fake
energy like, “Hi! Oh my gosh! I have this great information for you.”
Instead, opt for an opener that builds on a close relationship with the
user—“Hey, you guys. I don’t know if I’ve brought this up with you, but
I’m obsessed with this new app.” Anecdotal hooks are another great
way to start the ad. Try opening with something like, “People keep
asking me, how do you de-stress after a long day?”
“Over years of working on UGC-style ads at
Liftoff, I’ve learned that it is really important to
focus on value propositions—how the person
is going to feel when they play or use the app.”
Nicole Danser
Head of Creative, Liftoff Influence
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Drive better results with winning
ad creatives backed by rich data
sets, industry expertise, and the
latest creative technology.
Who is Creative
Studio?
Deliver the Most Engaging Ad Experience
Liftoff Creative Studio
helps you drive better results with more effective creative
decisions fueled by rich data sets, industry expertise, and technology
advancements.
Build an emotional connection with the right audience, get data-informed ads
designed by experts, and stay ahead of the curve using industry-leading
capabilities to deliver the most engaging ad experiences
38
Build better mobile games
with intelligence from
GameRefinery, the #1 trusted
mobile game intelligence
tool.
Who is
GameRefinery?
Intelligence to Build Better Games
GameRefinery
speaks to game and product teams throughout the
development process, from pre-production to LiveOps, to help them build better
games. Leverage industry-leading market research, competitor intelligence,
and player insights.
39
Liftoff
is the leading growth
acceleration platform for the mobile
industry, helping advertisers, publishers,
game developers and DSPs scale
revenue growth with solutions to
market and monetize mobile apps.
Liftoff’s solutions, including Accelerate,
Direct, Influence, Monetize, Intelligence,
and Vungle Exchange, support over
6,600 mobile businesses across 74
countries in sectors such as gaming,
social, finance, ecommerce, and
entertainment. Founded in 2012 and
headquartered in Redwood City, CA,
Liftoff has a diverse, global presence.
www.liftoff.io
Who is Liftoff?
40
