2024 mobile ad creative index

Get It Now! Liftoff’s 2024 Mobile Ad Creative Index

By Ruoji Tang | March 4, 2024

After a difficult past two years, the outlook for the mobile ad ecosystem—and the digital ad industry as a whole—appears to be changing. Insider Intelligence expects global ad spend to jump 10% in 2024, up from 6.3% in 2023. The rebound is encouraging—and so are the innovations.

We’ve heard about the game-changing capabilities of OpenAI’s ChatGPT. But AI investments are not only driving the conversation. They are also powering platform upgrades for top industry players to improve the scale and speed of creative production and optimization.

One of the key areas transformed by AI is mobile ad creative. AI tools from Bard to Midjourney are already changing how marketers design, test, and scale creatives. For ambitious marketers, now is the time to experiment.

In this year’s Mobile Ad Creative Index, Liftoff’s Creative Studio team shares ways to embrace generative AI to move faster and rack up performance wins. We also explore new developments in well-known performance levers for ad creative.

UGC has long been a staple for ad creative, but we break down the special touches that convert a promising UGC concept into a top performer. Gaming ads are frequently at the cutting edge of mobile advertising. Liftoff’s GameRefinery team shares developments in trends like minigames and live events that can supercharge a UA campaign. Finally, we report the cost, conversion, and ROI benchmarks across four app verticals: gaming, e-commerce, finance, and entertainment.

For a detailed look, download the full report.

Highlights include:

  • CPI and comparative ITI rates by ad format across gaming, finance, entertainment, and e-commerce app verticals
  • Select CPA and ROAS benchmarks by ad format
  • Insights from Creative Studio on how to experiment with generative AI to scale production and optimize performance
  • The latest in UGC creatives, gaming creatives, top-performing ad formats, and more