1、Mobile AdCreativeIndexA Liftoff Report|2024Download PDF2024 MOBILE AD CREATIVE INDEXDownloadContentsHighlights&MethodologyIntroductionAd Format DefinitionsBenchmarks&TipsTrends in Generative AI,UGC Creative,and More About Us2345618272024 MOBILE AD CREATIVE INDEXDownload3Highlights&MethodologyGamingG

2、aming ads with a video or playable element are over 20 x more likely to result in an install than banner ads.E-CommerceNative and banner ads are more cost-effective options.Theyre also better at driving purchases with install-to-action rates of over 30%.Finance Video and interstitial ads cost slight

3、ly more per install,but they are over 15x more likely to result in an install than banner ads.Generative AIAI 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

4、,focus on improving ad UXdont try to trick users with deceptive buttons.This report is based on data from Jan 1 2023-Jan 1 2024144M Installs602BImpressions49.4BClicks2024 MOBILE AD CREATIVE INDEXDownloadIntroduction 4After a difficult past two years,the outlook for the mobile ad ecosystemand the dig

5、ital ad industry as a wholeappears to be changing.Insider Intelligence expects global ad spend to jump 10%in 2024,up from 6.3%in 2023.The rebound is encouragingand so are the innovations.Weve heard about the game-changing capabilities of OpenAIs ChatGPT.But AI investments are not only driving the co

6、nversation.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 c

7、reatives.For ambitious marketers,now is the time to experiment.In this years Mobile Ad Creative Index,Liftoffs 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 h

8、as 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.Liftoffs GameRefinery team shares developments in trends like minigames and live events that can s

9、upercharge a UA campaign.Finally,we report the cost,conversion,and ROI benchmarks across four app verticals:gaming,e-commerce,finance,and entertainment.2024 MOBILE AD CREATIVE INDEXDownloadAd Format Definitions5Banner Traditional ad units served at the bottom or top of a mobile device.Banners are on

10、e 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.InterstitialFull-screen ads that appear during tran

11、sitions 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.PlayableInteractive ads allow users to play before they buy.Those who view the ad can interact with it as a preview of what they c

12、ould do in the app.A playable could show the first moments of a game,for example.VideoThis 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 Rates,&ROASE-Comme

13、rce CPI,CPA,&Install Conversion RatesFinance CPI&Install Conversion RatesEntertainment CPI&Install Conversion Rates2024 MOBILE AD CREATIVE INDEXDownloadOverall,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 b

14、reakdowns 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,wit

15、h video topping out as the most expensive option.Gaming CPI by Ad Format 72024 MOBILE AD CREATIVE INDEXDownloadGaming CPI by Ad Format,Android vs.iOSThe picture for average CPI changes if we look at costs by platform.Since Apples ATT rollout,Android costs have been consistently lower than costs on i

16、OS 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

17、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.82024 MOBILE AD CREATIVE INDEXDownloadGaming ITI Conversion Rates by Ad Format Comparison9While CPI is use

18、ful 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 20 x more likely to result in an install than banner ads.Interstitial ads have

19、the highest success rate and are 29x more likely to convert than banner ads.2024 MOBILE AD CREATIVE INDEXDownloadGaming Day 7 ROASIn 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 for

20、mats 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.Its important to note that while average rates offer a general benchmark,ROAS goals differ significantly

21、 depending on the game,target audience,and advertiser reach.Outcomes also differ depending on the specific combination of ad formats.102024 MOBILE AD CREATIVE INDEXDownloadE-Commerce CPI by Ad FormatCPI for e-commerce apps vary seasonally and by platform.While overall costs hover around$1.00 to$1.60

22、,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

23、 ads on Android average$1.15 per install,while ads on iOS average over twice as much at$2.83.112024 MOBILE AD CREATIVE INDEXDownloadE-Commerce ITI Conversion Rates by Ad Format Comparison12CPIs and CPAs are useful as spend metrics,but ITI conversion rates are a more accurate gauge of the success of

24、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.2024 MOBILE AD CREATIVE

25、INDEXDownloadE-Commerce CPA,ITA by Ad FormatWhile 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 purchase

26、s 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.132024 MOBILE AD CREATIVE INDEXDo

27、wnloadFinance CPI by Ad FormatWhile 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 averag

28、e 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.142024 MOBILE AD CREATIVE INDEXDownloadFinance ITI Conversion Rates by Ad Forma

29、t Comparison15To 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 b

30、anner ads.Interstitial ads have the highest success rate and are 18x more likely to convert than banner ads.2024 MOBILE AD CREATIVE INDEXDownloadEntertainment CPI by Ad FormatFor entertainment apps,banner and native ads offer more favorable install costs compared to other formats.As expected,install

31、 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.162024 MOBILE AD CREATIVE INDEXDownloadEntertainment ITI Conv

32、ersion Rates by Ad Format Comparison17To 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 dr

33、ive 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 CreativeBring Scale and Speed to Creativity With Gen AI Optimize UGC for Top Performance Innovate on Familiar Trends:Minigames and LeaderboardsBuild

34、Connections With Longer,Immersive Ad Experiences 2024 MOBILE AD CREATIVE INDEXDownloadBring Scale and Speed to Creativity With Gen AI 19Since 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 driv

35、e creative performance.As we see itthe Gen AI revolution is about speed,efficiency,and scale.Here are a few recommendations from Liftoffs 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

36、the roomnot a replacement for creative minds.Pro Tip:Use AI to source new ideasbut 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-compli

37、ant.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

38、AI 91%of organizations expect their productivity to increase from implementing generative AI.Deloittes 2024“State of Generative AI in the Enterprise Report”Did you know?2024 MOBILE AD CREATIVE INDEXDownload20Accelerate localization with AI.Localizing content can provide a welcome performance boost.E

39、asily adapt your content by leveraging AI to translate subtitles and visual elements.Pro Tip:Details matterlocalizing 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 boo

40、st 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 3Dand back again.Improve ad performance by adding another dimension to your ad creative.Pro T

41、ip: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.Its completely redefining whats possible regarding the speed and scalability of creative ideatio

42、n and production.”Aidan QuestSenior Director,Gen.AI,Liftoff2024 MOBILE AD CREATIVE INDEXDownloadOptimize UGC for Top Performance 21UGCs 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 com

43、petitive app vertical with similar UX.That said,successful UGC ads depend on optimization.Here are a few practiceshoned by testingto help you optimize your UGC ad.Prioritize relatability and authenticity.Choose content thats relatable to your target audience.Users are more likely to connect with rea

44、l-world individuals who share similar experiences.Keep it authentictheyre 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 wan

45、t 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 SteelquistCreator S

46、ales&Partnerships,Liftoff InfluenceBuild a connection with a product recommendation2024 MOBILE AD CREATIVE INDEXDownload22When 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 sti

47、ll 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 s

48、uch 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 Influen

49、ce!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 conversi

50、on rate.A walkthrough highlights your value proposition2024 MOBILE AD CREATIVE INDEXDownloadInnovate on Familiar Trends:Minigames and Leaderboards23Trends in mobile game development overlap significantly with trends in user acquisition.In this case,weve been tracking the ongoing rise of two proven s

51、trategies for driving new usersminigames and leaderboards.When minigames first became popular in UA,their look and feel were modeled around an apps core gameplay.Successful ads closely reflected the apps experience.Now,minigames aim to hook users in a fresh way by adding variations to the game that

52、are later integrated into gameplay.To evolve your minigame strategy,we recommend:Use minigames as your apps 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,were seeing newer mi

53、nigame 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 apps appeal.Players can collect rewards to use in the game more generally or as part of a seasonal event.Build on what you already kno

54、w.If you find that a specific minigame from an ad resonates with audiencesintegrate it with your gameplay.23%of the top 200 casual games and 47%of midcore games use minigames in their gameplay.Lilys Garden draws in audiences with fresh minigamesDid you know?2024 MOBILE AD CREATIVE INDEXDownload24A t

55、op-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 succes

56、s 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 previe

57、w to showcase specific game mechanics and live events create urgency and exclusivity,enticing users to dive into the game.”Kalle HeikkinenChief Game Analyst,GameRefinery Another resurgent trend is competitive events.We noticed that competitive elements are a clear differentiating factor between the

58、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 competition2024 MOBILE AD CREATIVE INDEXDownloadBuild Connections With Longer,Immersive Ad Experienc

59、es25Last year,we explored the surprising success of long(40s+)video ads.Now,were 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 shor

60、t,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 b

61、oost 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 3

62、0s videos still dominate,were seeing 45s videos increase ad spend rapidly 2024 MOBILE AD CREATIVE INDEXDownload26Beyond 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 experienceLiftoff Direct saw a 355%incre

63、ase 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 arent mislea

64、ding players about what they do.Users should have multiple opportunities to convertbut 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 youre targeting experienced gamers,minigame

65、s 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 i

66、s key.This Triple Tile ad combines a video of gameplay,a playable,and an end card with CTADrive better results with winning ad creatives backed by the latest creative technology.Who is Creative Studio?Deliver the Most Engaging Ad ExperienceLiftoff Creative Studio helps you drive better results with

67、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 experi

68、ences.27Build better mobile games with intelligence from GameRefinery,the#1 trusted mobile game intelligence tool.Who is GameRefinery?Intelligence to Build Better GamesGameRefinery speaks to game and product teams throughout the development process,from pre-production to LiveOps,to help them build b

69、etter games.Leverage industry-leading market research,competitor intelligence,and player insights.28Liftoff.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

70、 apps.Liftoffs 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.ioWho is Liftoff?