Out now! Liftoff’s 2022 Mobile Ad Creative Index

By Ruoji Tang | April 13, 2022

If 2021 was the year of privacy protection, 2022 will be the year for ad creative excellence. With Apple eliminating access to IDFA and Google pledging to make similar privacy-first moves on Android, app marketers need better, more relevant creatives that can reach new audiences.

Liftoff + Vungle’s 2022 Mobile Ad Creative Index examines the trends that drive performance across four key app verticals: gaming, e-commerce, finance, and entertainment. We break down CPI, CPA and ROAS benchmarks for five leading ad formats: banners, interstitials, playables, native and video.

Backed by new insights from GameRefinery, this report also empowers gaming advertisers to reach their target audiences in a better way. It offers an overview of 12 player motivations with tips on how to translate them into high-performing creative.

Finally, the 2022 Mobile Ad Creative Index features exclusive insights and best practices from in-house experts from Liftoff + Vungle. Drawing on years of experience, our experts assess the creative trends that drive results and give their tips on how to achieve the goals of specific app verticals.


Read the report in English, Chinese, Japanese, Korean, Portuguese or Spanish.

Report highlights include:

  • Benchmarks for CPI, CPA and ROAS across five ad formats
  • Overview of 12 player motivations and how to apply them
  • A breakdown of how different ad formats perform across four verticals: gaming, finance, e-commerce and entertainment
  • Best practices from creative experts at Liftoff + Vungle