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Liftoff's 2025 Mobile Ad Creative Index

Liftoff, an advanced growth platform tailored for the mobile app ecosystem, has recently released its seventh annual Mobile Ad Creative Index. This comprehensive report gives insights into the evolving trends in mobile advertising and emphasizes the increasing importance of user-generated content (UGC) in driving user engagement and scaling ad spend for top applications.

Key Findings of the Report

The 2025 index results are drawn from extensive analysis, covering over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion app installs recorded between January 1, 2023, and May 31, 2025. Here are some of the significant findings from the report:

1. Emphasis on Interactive Ads

In a bid to capture user engagement more effectively, top consumer apps have significantly increased their investment in interactive ad formats. In 2024, spending on such ads rose by 20% for leading apps, while advertisers outside this top tier saw a modest growth of 2% in their interactive ad spend. By innovating on traditional ad formats like social scrollers and scratch-offs, these top spenders have successfully enhanced their campaign differentiation.

2. Playable Ads on the Rise

The data reveals that playable ads are increasingly becoming a preferred format for mobile game advertisers. In 2024, top gaming apps allocated 35% more of their ad budgets to playable ads compared to their competitors. These ads proved to be exceptionally effective, yielding impression-to-install rates that were eight times higher than non-playable equivalents for leading spenders and 16 times higher for other game developers.

3. Customization Enhances Metaplay Ads

The concept of 'metaplay'—which involves gameplay elements external to an app's core design—continues to be a trend. However, the report suggests that top games can gain a competitive advantage by customizing these ads to fit the motivations of target users. Aligning creative with users' expectations saw an impressive 93% increase in installs-per-mille, showcasing the importance of targeted advertising.

4. UGC Gains Prominence

User-generated content is becoming a critical differentiator for apps striving for scale in a competitive market. The index showed an uptick of 11% in spending on UGC from the top advertisers, particularly notable in social and utility apps, which saw almost a 30% increase in UGC-related expenses from 2023 to 2024. This shift highlights the authenticity and relatability that UGC brings to ad campaigns.

5. AI's Role in Ad Customization

With the rising integration of Generative AI, ad experiences are becoming increasingly tailored. Creative teams are leveraging AI tools to enhance existing assets with advanced graphics and motion capabilities, as well as to develop diverse ad variations. The result is a more personalized and engaging advertising experience, distinct from traditional media formats.

Insights from Liftoff Leadership

Yann Zeller, Liftoff's Chief of Staff for Creative, emphasizes that securing consumer attention is paramount in today's ad landscape. He noted that effective mobile ads not only capture attention but also deeply connect with users, often extending their engagement to 60 or even 90 seconds for content that resonates personally. This transformation in advertising isn't just about promotion; it provides an avenue for storytelling that engages audiences on a deeper level.

Soren Steelquist, Director of Creative Production at Liftoff, supports the findings by noting the effectiveness of UGC. The organic and relatable nature of user-generated content often leads to a higher influence rate compared to traditional advertising methods. Collaborating with the right creators can significantly boost the effectiveness of UGC campaigns, ensuring they resonate with targeted demographics.

Conclusion

Liftoff's 2025 Mobile Ad Creative Index underlines the evolving landscape of mobile advertising, spotlighting the crucial role of user-generated content, interactive formats, and AI-driven customization. As advertisers strive for deeper engagement and conversion, the trends illustrated in this year's report provide valuable insights into effective strategies for optimizing mobile app marketing.

For further details and an in-depth analysis of the strategies outlined in the index, interested readers can access the full report here.