Are you looking to showcase your brand in front of the gaming industry’s top leaders? Learn more about GamesBeat Summit sponsorship opportunities here.
Playable ads make the biggest splash in gaming apps | Liftoff
By Tim Rogers
Mobile growth acceleration platform Liftoff recently published its latest Mobile Ad Creative Index, revealing insights into ad effectiveness on various mobile platforms, including games. According to Liftoff, playable ads are highly effective on gaming apps, being twenty times more likely to result in an install compared to standard banner ads. The report also emphasizes the importance of longer video ads with enhanced user experiences for better return on investment.
Liftoff analyzed over 600 billion ad impressions and 144 million installs to generate their conclusions. In addition to ad types, the report also discusses marketing strategies such as user-generated content (UGC) and influencer marketing. Longer ads with multiple layers, including playable elements, videos, and call-to-action features, saw a significant increase in spending year-over-year.
Regarding games, the report indicates that user acquisition trends align with game formats. Minigame-based playable ads are highlighted as effective tools, while native and banner ads still deliver the highest return on investment in the long term. Liftoff suggests incorporating leaderboards into playable ads to attract a more competitive audience.
One notable trend highlighted in the report is generative AI. AI-based tools facilitate efficient ad creation by enabling studios to produce images and copy at scale, speeding up localization efforts, and enhancing voiceovers. Aidan Quest, senior director of genAI at Liftoff, stresses the importance of leveraging AI for faster and scalable creative ideation and production, bringing unprecedented efficiency to sales and operations teams.
