Market (Mobile)·Updated Apr 8, 2026 by Liftoff
Gaming ads utilizing video or playable formats are over 20 times more likely to drive installs compared to banner ads.
Native ads represent the most cost-effective acquisition channel, averaging a $1.80 CPI across the analyzed verticals.
E-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.
Finance 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.
Entertainment apps face CPI ranges of $2.79 to $6.00, with video and interstitial formats proving significantly more expensive on iOS than other channels.
Emerging 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.
Gaming ads utilizing video or playable formats are over 20 times more likely to drive installs compared to banner ads.
Native ads represent the most cost-effective acquisition channel, averaging a $1.80 CPI across the analyzed verticals.
E-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.
Finance 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.
Entertainment apps face CPI ranges of $2.79 to $6.00, with video and interstitial formats proving significantly more expensive on iOS than other channels.
Emerging 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.