How Mobile Ad Formats Affect Campaign Performance: Insights from the Mobile Ad Creative Index 2024 Report

Today, we will share data from the Mobile Ad Creative Index 2024 report. In this overview, we will analyze how different mobile ad formats perform in gaming, e-commerce, and financial apps.

In addition, we’ll assess key performance metrics such as CPI (Cost Per Install), CPA (Cost Per Action), ITI (Install-to-Action Rate), and ROAS (Return on Ad Spend).

We will also highlight expert tips from Liftoff to help you enhance your ad creatives and make them more effective.

Gaming Apps

The cost of installs in mobile gaming apps has decreased compared to the first quarter of 2023.

Average metrics for various ad formats are as follows:

• Native ads – $1.80
• Banners – $2.14
• Video and interstitial ads – $2.50

As for the costs by operating systems in gaming apps, after the implementation of Apple’s ATT policy, advertising expenses on Android have decreased.

In contrast, costs on iOS have increased due to the need to obtain user consent for tracking.

In terms of conversion, banner ads show the lowest installation rates. In comparison, formats with longer engagement and interactive elements are more effective.

E-Commerce Apps

According to the Mobile Ad Creative Index 2024, the cost per install in e-commerce apps ranges from $1.00 to $1.60, depending on the platform and season.

On Android, the lowest costs are seen with native ads ($0.65), while on iOS, banners are the most cost-effective ($1.37).

Video ads show a significant difference: $1.15 on Android and $2.83 on iOS.

In terms of conversion, banners show the lowest effectiveness. Video ads, on the other hand, lead to installs 14 times more often than banners.

Fullscreen formats demonstrate the best results.

In e-commerce apps, user acquisition is just the first step. It is equally important to encourage repeat purchases. In this regard, native and banner formats demonstrate high CPA rates, exceeding 30%.

Financial Apps

In financial apps, conversion rates vary significantly depending on the ad format. Banners show the lowest effectiveness, while video ads lead to installs more than 15 times more often.

Fullscreen interstitial ads demonstrate the best results, contributing to installs 18 times more frequently.

How to Create Successful Mobile Creatives in 2024

• Expand Creative Possibilities with AI

The Liftoff team emphasizes that artificial intelligence is a partner for creative teams, not a replacement. It helps generate ideas, images, and text at scale.

However, it’s essential to review the created content for brand alignment and campaign goals.

AI tools also accelerate the adaptation of successful creatives to seasonal trends, allowing marketers to respond quickly to changes in consumer preferences.

• Optimize User-Generated Content

User-generated content (UGC) has become an essential element of ad creatives as it helps build trust in the product and distinguishes it from competitors.

To enhance the effectiveness of content, choose materials that resonate with your target audience, and incorporate gamification elements to boost engagement. With the growing trend toward authenticity, lifestyle photos can also help build trust and combat ad fatigue.

Finally, when selecting content formats, articulate the benefits clearly and simply. This will make your message more noticeable and persuasive.

• Gamify Your Ad Creatives

Gamification is an important tool for capturing attention. In recent years, there has been a rise in the use of mini-games and leaderboards, creating an engaging user experience and allowing these elements to be integrated into the main gameplay.

To enhance the effectiveness of mini-games in advertising, colleagues from Liftoff recommend implementing new mechanics, such as item hunting. Combining mini-games with rewards or seasonal promotions also contributes to increased user engagement.

• Use Long Personalized Formats

In recent years, mobile users have increasingly opted for long-form and personalized ad formats, with long-form ads defined as videos longer than 40 seconds. For example, the success of this format on the Liftoff Direct platform has increased by 245% over the past year.

To enhance the effectiveness of advertising campaigns, it is advisable to combine different types of content. Start with short videos that grab attention within the first few seconds, and then transition to longer interactive formats. This approach helps maintain audience interest and increases the likelihood of conversion.

On the BYYD platform, for example, Video Interaction formats are used, where video is combined with Rich Media, as well as Split Screen, which allows for placing two creatives on one screen.

These approaches deliver better performance metrics.

So, we’ve analysed key aspects of the Mobile Ad Creative Index 2024, including statistics and trends in CPI and conversion rates across app verticals.

We’ve also highlighted current trends that will help you create successful creatives and increase their appeal to users.

If you’re ready to apply these tips and launch an ad campaign with us, now is the time. We’ll help you run a successful in-app campaign and offer creative development as a bonus.

Did you find this helpful? Then share it with your friends and colleagues!

For consultations and collaboration inquiries:

• Submit a request on our website;
• Email us at hello@byyd.me