Mobile Creative Advertising Index: Playable formats, Longer Video Ads and UGC Dominate

The report provides key insights on how to effectively allocate ad budgets and select optimal ad formats based on platform and vertical. The findings are based on an analysis of more than 602 billion impressions, 49.4 million clicks and 144 million installs between 1 January 2023 and 1 January 2024.

The cheapest format is native, with interstitials the most expensive. However, it is important to think about context and placement.

Gamification where you wouldn’t expect it

Every brand is looking to stand out from the crowd and is turning to non-traditional formats that give potential customers a memorable experience. Segments such as finance, dating sites and e-commerce apps are also using gamified elements. All with the aim of encouraging audience participation.

“One of the overlooked benefits of gamified games is that you can collect data about your audience based on how they engage. This data can then be used to tailor ads and optimise future ad campaigns,” says Liftoff’s Justin Nield.

It worth to use UCG

The use of user-generated content (UGC) in advertising campaigns is growing. Studies show that ads using this format deliver lower cost per install and higher ROI than typical branded content. This trend confirms that engaging and authentic content directly from users can be the key to a successful campaign.