2024 Mobile Ad Creative Index

Mar, 2024 Mobile Ad

Creative

Index

A Liftoff Report | 2024

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2024 MOBILE AD CREATIVE INDEX

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Contents

Highlights & Methodology

Introduction

Ad Format Definitions

Benchmarks & Tips

Trends in Generative AI, UGC Creativ
e
, and More

About Us

2

3

4

5

6

18

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3

Highlights &

Methodology

Gaming

Gaming ads with a video or playable element are over 20x more likely to

result in an install than banner ads.

E-Commerce

Native and banner ads are more cost-effective options. They’re also better

at driving purchases with install-to-action rates of over 30%.

Finance

Video and interstitial ads cost slightly more per install, but they are over 15x

more likely to result in an install than banner ads.

Generative AI

AI is about scale and speed. Try using AI tools to generate voice-overs for

video ads to boost engagement.

Longer Ad Experiences

Longer videos and triple-page ads perform better. To drive more ROI, focus

on improving ad UX—don’t try to trick users with deceptive buttons.

This report is based

on data from

Jan 1 2023 – Jan 1 2024

144M

Installs

602B

Impressions

49.4B

Clicks

2024 MOBILE AD CREATIVE INDEX

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Introduction

4

After a difficult past two years, the outlook for the mobile ad ecosystem—and the

digital ad industry as a whole—appears to be changing. Insider Intelligence expects

global ad spend to
jump 10% in 2024
, up from 6.3% in 2023. The rebound is

encouraging—and so are the innovations.

We’ve heard about the game-changing capabilities of OpenAI’s ChatGPT. But AI

investments are not only driving the conversation. They are also powering platform

upgrades for top industry players to improve the scale and speed of creative

production and optimization.

One of the key areas transformed by AI is mobile ad creative. AI tools from Bard to

Midjourney are already changing how marketers design, test, and scale creatives. For

ambitious marketers, now is the time to experiment.

In this year’s Mobile Ad Creative Index, Liftoff’s Creative Studio team shares ways to

embrace generative AI to move faster and rack up performance wins. We also

explore new developments in well-known performance levers for ad creative.

UGC has long been a staple for ad creative, but we break down the special touches

that convert a promising UGC concept into a top performer. Gaming ads are

frequently at the cutting edge of mobile advertising. Liftoff’s GameRefinery team

shares developments in trends like minigames and live events that can supercharge

a UA campaign. Finally, we report the cost, conversion, and ROI benchmarks across

four app verticals: gaming, e-commerce, finance, and entertainment.

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Ad Format Definitions

5

Banner

Traditional ad units

served at the bottom or

top of a mobile device.

Banners are one of the

few mobile ad formats

that can easily be

implemented into

nearly any mobile app.

Native

Native ads fit seamlessly

into the app experience.

The most common

native ad formats are

in-feed, paid search,

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

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.

Ad Creative

Benchmarks

Gaming CPI,
Install Conversion Rate
s
,
& ROAS

E-Commerce CPI,
CPA
, &
Install Conversion Rates

Finance
CPI & Install Conversion Rates

Entertainment
CPI & Install Conversion Rates

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Overall, install costs are lower compared to Q1 2023. Costs per install (CPI) for gaming

apps can differ greatly depending on the category of game, but breakdowns by ad

format are a good indicator of where to find value when optimizing your campaigns.

●
On average, native continues to be the most cost-effective format at $1.80.

●
Banner is a close second at $2.14 per install.

●
Video, interstitial, and playable ads each cost around $2.50 per install on

average, with video topping out as the most expensive option.

Gaming CPI by Ad Format

7

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Gaming CPI by Ad

Format, Android vs. iOS

The picture for average CPI changes if we look at costs by platform. Since Apple’s ATT

rollout, Android costs have been consistently lower than costs on iOS and this trend

continues:

●
Native ads are the most cost-effective option on iOS at $3.09.

●
By contrast, playables are the best cost option on Android ($0.60) and run at

less than half the cost of native ads ($1.22).

●
Video, interstitial, and banner ads however cost about the same per install on

Android, while interstitial, video, and playable ads have similar costs on iOS.

Despite higher costs on iOS, developers and marketers should keep in mind that

post-install, iOS gamers can also be valuable spenders.

8

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Gaming ITI Conversion Rates by

Ad Format Comparison

9

While CPI is useful as an ad spend metric, impression-to-install (ITI) conversion rates

are a more accurate gauge of the success of an ad creative. For gaming apps,

banner has the lowest ITI rate.

Comparatively, video and playable ads are over 20x more likely to result in an install

than banner ads. Interstitial ads have the highest success rate and are 29x more likely

to convert than banner ads.

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Gaming Day 7 ROAS

In our latest survey of over 500 app marketers, we found that ROAS continues to be the

top metric prioritized by gaming marketers. We compared day 7 ROAS across five ad

formats and found:

●
Native and banner ad formats generated the most ROI by a significant margin.

●
While video and playable ads had lower costs per install on Android, they also

posted lower ROAS by day 7.

●
It’s important to note that while average rates offer a general benchmark, ROAS

goals differ significantly depending on the game, target audience, and

advertiser reach. Outcomes also differ depending on the specific combination

of ad formats.

10

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E-Commerce CPI by

Ad Format

CPI for e-commerce apps vary seasonally and by platform. While overall costs hover

around $1.00 to $1.60, costs across the two platforms vary significantly.

●
Android costs are lower across the board. Native ads on Android offer the best

option at $0.65.

●
On iOS, banner ads are the most cost-effective by a notable margin of $1.37.

●
Video ads see the most significant disparity in cost between iOS and Android.

Video ads on Android average $1.15 per install, while ads on iOS average over

twice as much at $2.83.

11

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E-Commerce ITI Conversion Rates

by Ad Format Comparison

12

CPIs and CPAs are useful as spend metrics, but ITI conversion rates are a more

accurate gauge of the success of an ad creative. For e-commerce apps, banner ads

have the lowest conversion rate.

Comparatively, video ads are 14x more likely to drive an install than banner ads.

Interstitial ads have the highest impression-to-install rates, and they are 15x more likely

to convert than banner ads.

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E-Commerce CPA,

ITA by Ad Format

While CPIs play a key role when scaling an app, for e-commerce apps, driving

continual purchases is key. Costs per action (CPA) indicate which ad formats are

driving purchases beyond the initial install.

●
Native and banner ads are better at driving first purchases post-install with

install-to-action (ITA) rates of over 30%. By contrast video and interstitial ads

see lower rates at around 16%.

●
At $2.57 and $3.23 per action, native and banner ads are also comparatively

more cost-effective when looking at first purchases post install.

13

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Finance CPI by Ad Format

While average install costs for finance apps are lower than other app verticals, install

costs also differ significantly between iOS and Android platforms.

●
While Android costs average just under $1 across ad formats, iOS install costs for

three of the four ad formats average over $5.

●
Video and native ads cost about 6x on iOS as on Android. Interstitial ads on iOS

cost over 5x.

●
At $2.22, banner ads are by far the most budget-friendly ad format on iOS.

Native ads are the best cost option on Android.

14

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Finance ITI Conversion Rates by Ad

Format Comparison

15

To accompany cost metrics, we also looked at ITI conversion rates to gauge the

success of an ad creative. Like the other app verticals we examine, for finance apps,

banner has the lowest ITI rate.

Impressions from video ads are over 15x more likely to drive an install than impressions

for banner ads. Interstitial ads have the highest success rate and are 18x more likely to

convert than banner ads.

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Entertainment CPI by

Ad Format

For entertainment apps, banner and native ads offer more favorable install costs

compared to other formats. As expected, install costs vary greatly on iOS and Android.

●
Video and interstitial ads both average about $2 per install on Android, while

they average over twice as much at $5.31 on iOS.

●
CPIs for banner and native ads on iOS average over 3x as much as on Android.

16

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Entertainment ITI Conversion Rates

by Ad Format Comparison

17

To close out, we looked at ITI conversion rates for entertainment apps to determine

which ad formats are driving install conversions. Like the other app verticals we

examine, banner posts the lowest ITI rate.

Impressions from video ads are over 15x more likely to drive an install than impressions

for banner ads. Interstitial ads have the highest ITI and are 17x more likely to convert

than banner ads.

2024 Trends in

Creative

Bring Scale and Speed to Creativity With Gen AI

Optimize UGC for Top Performance

Innovate on Familiar Trends: Minigames and Leaderboards

Build Connections With Longer, Immersive Ad Experiences

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Bring Scale and Speed

to Creativity With Gen AI

19

Since OpenAI released ChatGPT, a new caliber of generative AI tools exploded

onto the scene. In years to come, we expect Gen AI to fully transform the levers

that drive creative performance.

As we see it—the Gen AI revolution is about speed, efficiency, and scale. Here are

a few recommendations from Liftoff’s Creative Studio team to help you

implement gen AI to build performance-driven ad creative.

●
Supercharge your brainpower with AI tools.
We see

AI as a new partner in the room—not a replacement

for creative minds.

Pro Tip:
Use AI to source new ideas—but be selective

about what you test.

●
Generate images and copy at scale.
One of the great

roles AI can play is to expand production.

Pro Tip:
Be careful about generating assets from

scratch, as they may need to be brand-compliant.

●
Speed up creative optimization with AI tools.

Gen AI

enables designers to iterate on imagery quickly and

at scale.

Pro Tip:
To capitalize on seasonal trends, use AI to

iterate on high-performing copy and imagery with

variations of holidays and special events.

Easily translate voice

and copy with gen AI

91% of organizations expect their productivity to increase

from implementing generative AI.

—
Deloitte’s 2024 “
State of Generative AI in the Enterprise Report
”

Did you

know?

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20

●
Accelerate localization with AI.
Localizing content

can provide a welcome performance boost. Easily

adapt your content by leveraging AI to translate

subtitles and visual elements.

Pro Tip:
Details matter—localizing key elements like

CTA copy can provide a performance boost to

campaigns serving global geos.

●
Easily add voice-overs to your videos with AI.

Adding a voice-over element to an ad can boost

campaign performance. AI-generated voices can

create a fast and scalable walkthrough for your app.

Pro Tip:

Gen AI voice-overs are far more scalable

and cost effective than traditional dubbing.

●
Go from 2D to 3D—and back again.
Improve ad

performance by adding another dimension to your

ad creative.

Pro Tip:
Converting a 2D asset into a 3D one can

enhance a playable element or a CTA, leading to a

boost in performance.

Use AI to add another

dimension

“When it comes to gen AI, the name of the

game is efficiency. It’s completely

redefining what’s possible regarding the

speed and scalability of creative ideation

and production.”

Aidan Quest

Senior Director, Gen. AI, Liftoff

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Optimize UGC for Top

Performance

21

UGCs have long been a staple for ad creatives. They can

provide social proof for your product or service, build trust with

your audience segment, and set you apart in a competitive

app vertical with similar UX.

That said, successful UGC ads depend on optimization. Here

are a few practices—honed by testing—to help you optimize

your UGC ad.

●
Prioritize relatability and authenticity.
Choose

content that’s relatable to your target audience. Users

are more likely to connect with real-world individuals

who share similar experiences. Keep it

authentic—they’re looking for transparency when it

comes to product recommendations.

●
Add an interactive element.

Adding a playable helps

capture user attention, making the ad more

memorable and engaging. With the right

combination, the user will want to explore further.

“Your users are already engaging with social

media and influencer content daily. Elevate

and ensure your performance marketing

creative resonates by utilizing UGC. UGC is

relatable and can bring your apps value

props to life in a native and authentic way.”

Soren Steelquist

Creator Sales & Partnerships, Liftoff Influence

Build a connection

with a product

recommendation

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22

●
When adding an interactive element, choose proven winners

such as social scrollers.

Familiar UI will draw users in, making

the ad experience more immersive.

●
Organic selfie videos still perform best.
While produced videos

can add a little glamour depending on your purpose, organic

selfie videos build a sense of trust and break through ad fatigue.

●
Use strong keywords that attract the best users.
The basics still

apply here. Users are attracted to obvious, no-strings-attached

benefits such as: “no ads,” “no wifi needed,” “bonuses,” “prizes,”

and “win”.

●
Combine an app walkthrough with UGC content.

Featuring an

influencer demonstrating how the app works builds trust and

sparks curiosity, leading to a stronger call to action.

Want to improve your UGC

ad performance?
Partner

with Liftoff Influence
!

Selfie videos still pack

a punch

●
UGC creatives built with Liftoff Influence saw 20%

lower CPIs compared to other video creatives.

●
Influence UGC creatives increased ROAS by

4x when tested against branded content.

●
Influence UGC creatives saw an average of 152%

increase in impression-to-install conversion rate.

A walkthrough highlights your

value proposition

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Innovate on Familiar Trends:

Minigames and Leaderboards

23

Trends in mobile game development overlap significantly with trends in user

acquisition. In this case, we’ve been tracking the ongoing rise of two proven

strategies for driving new users—minigames and leaderboards.

When minigames first became popular in UA, their look and feel were

modeled around an app’s core gameplay. Successful ads closely reflected

the app’s experience. Now, minigames aim to hook users in a fresh way by

adding variations to the game that are later integrated into gameplay.

To evolve your minigame strategy, we recommend:

●
Use minigames as your app’s entry point.
Create

fresh versions of simple games that will ease

users into more complicated gameplay.

●
Try newer mechanics that make your minigame

more relevant.
For example, we’re seeing newer

minigame mechanics like scavenger hunt and

connect the dot in addition to existing ones like

match3 or merge.

●
Combine minigames with rewards or seasonal

events to boost app’s appeal.
Players can collect

rewards to use in the game more generally or as

part of a seasonal event.

●
Build on what you already know.
If you find that a

specific minigame from an ad resonates with

audiences—integrate it with your gameplay.

23% of the top 200 casual games and 47% of midcore games

use minigames in their gameplay.

Lily’s Garden draws in

audiences with fresh

minigames

Did you

know?

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24

A top-performing element we use is the solo leaderboard.

90% of the top 20 level-based casual games use

leaderboards in their ads.

Our recommendations:

●
Try adding a leaderboard to a high-performing

video or playable to capture audiences motivated

by competition.

●
Depending on the game, iterate for both success

and fail options.

●
The leaderboard is easy to apply to existing ad

formats without making the ad too atypical.

Templatize the format so it can be applied at scale.

“Minigames and live events can be used in

user acquisition by leveraging the allure of

engagement and novelty. Minigames offer

a fun preview to showcase specific game

mechanics and live events create urgency

and exclusivity, enticing users to dive into

the game.”

Kalle Heikkinen

Chief Game Analyst, GameRefinery

Another resurgent trend is competitive events. We noticed that

competitive elements are a clear differentiating factor between the best

performing casual titles versus others. And we know now that

introducing a competitive element into your ad can tap into a key

motivation versus many gamers.

Angry Birds uses

leaderboards to spark

competition

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Build Connections With Longer,

Immersive Ad Experiences

25

Last year, we explored the surprising success of long (40s+) video ads. Now,

we’re more confident than ever that longer ad experiences are here to stay.
On

Liftoff Direct, we saw long-form video spend grow 245% year-over-year.

The message is clear: Users prefer longer, more customized ad experiences to

short, spammy ads.

Our tips for maximizing conversions through long-form video conversions:

●
Showcase different types of content.
Short-form videos can force you into

a single concept. With longer videos, you can incorporate gameplay, UGC,

and more without feeling rushed.

●
Combine videos with other ad formats.
To boost engagement, add an

interactive element.

●
Tap into multiple motivations for engagement.
For example, longer videos

can combine a leaderboard that appeals to competitively-minded gamers

with an influencer walkthrough that provides social proof. (You can learn

more about
player motivations
here
.)

While 30s videos still dominate, we’re seeing 45s videos increase ad spend rapidly

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26

Beyond longer videos, we also saw success with
triple-page ads
. This

format combines a video, playable, and end card with a clear CTA into a

single ad experience

Liftoff Direct saw a
355% increase in ad spend for triple-page ads year

over year.

The key to keeping users engaged in a longer ad experience is to put UX first. To

provide the best user experience for triple-page, we recommend the following:

●
Offer a transparent user experience.
Place clearly marked icons and

buttons that aren’t misleading players about what they do. Users should

have multiple opportunities to convert—but if they want to exit, make sure

they can.

●
Focus on hooking your audience.
If you want your audience to engage with

longer content, be smart about what you use. For example, if you’re

targeting experienced gamers, minigames with fresh gameplay may be a

way capture and hold user attention.

●
Experiment to find the best combination of elements.
With triple-page ads,

you can start with a short video (15s) and lead into a longer playable. Or

alternatively, begin with a short playable that pivots a longer video. As

always, testing is key.

This Triple Tile ad combines a video of gameplay, a playable, and

an end card with CTA

Drive better results with winning

ad creatives backed by 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. Stay ahead of the curve using industry-leading

capabilities to deliver the most engaging ad experiences.

27

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.

28

Liftoff.io

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

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