ReportLiftoff
Liftoff Report: Mobile Ad Creative Index 2024
1 Jan 202429 pages~20 min full read
Gaming ads utilizing video or playable formats are over 20 times more likely to drive installs compared to banner ads.
See it on page 3Native ads represent the most cost-effective acquisition channel, averaging a $1.80 CPI across the analyzed verticals.
See it on page 11E-commerce apps achieve the highest install-to-action (ITA) rates exceeding 30% through native and banner formats, which also maintain the lowest acquisition costs between $2.57 and $3.23.
See it on page 13Finance apps exhibit a significant platform cost disparity, with iOS acquisition costs exceeding $5 per install for most ad formats, though native and video ads improve conversion rates by up to 16 times.
See it on page 14Entertainment apps face CPI ranges of $2.79 to $6.00, with video and interstitial formats proving significantly more expensive on iOS than other channels.
See it on page 16Emerging creative strategies for 2024 include the use of generative AI for asset scaling, the integration of minigames and leaderboards in gaming, and the adoption of longer 45-second video or triple-page ad formats to boost engagement.
See it on page 18The report presents a comprehensive analysis of mobile ad creative performance across four key app verticals—gaming, e‑commerce, finance, and entertainment—for the period January 1 2023 to January 1 2024. Using 602 billion impressions, 49.4 billion clicks, and 144 million installs, the study benchmarks cost‑per‑install (CPI), install‑to‑action (ITA) rates, and day‑7 return on ad spend (ROAS) by ad format (banner, native, interstitial, playable, video). Gaming ads that include video or playable elements achieve over 20‑fold higher install likelihood than banner ads, while native remains the most cost‑effective format at $1.80 CPI on average. In e‑commerce, native and banner ads drive the highest ITA rates (>30 %) and lowest CPAs ($2.57–$3.23), whereas video ads incur higher costs, especially on iOS. Finance apps see the lowest overall CPI ($1.84–$5.93) but exhibit a pronounced platform split, with iOS costs exceeding $5 for most formats; native and video ads outperform others in ITI conversion (up to 16×). Entertainment apps benefit from banner and native formats, with CPI ranging $2.79–$6.00, while video and interstitial ads are markedly more expensive on iOS.
Methodologically, the report aggregates data from Liftoff’s Creative Studio and GameRefinery teams, supplemented by a survey of over 500 app marketers. It highlights emerging creative trends: generative AI for rapid asset creation, optimized user‑generated content (UGC) with interactive elements, minigames and leaderboards for gaming acquisition, and longer immersive ad formats (45‑second videos and triple‑page ads) that drive higher engagement. The findings underscore the importance of platform‑specific optimization, format selection based on vertical and performance goals, and leveraging AI tools to scale creative production while maintaining authenticity.
