4 Takeaways About the Future of Ad Creative from the Israel Mobile Summit

By Ruoji Tang | August 22, 2023

In June, Liftoff attended the Israel Mobile Summit, the nation’s largest apps/games/adtech event. Attracting over 1,500-2,000 attendees every year, the conference is a valuable occasion to catch up with must-know innovations in the mobile app ecosystem.

The Liftoff team met with old friends, networked, and traded insights on presentations and panels. We also caught up with partners and customers over a relaxing dinner in Tel Aviv’s famed Bohemian Quarter.

In an engaging presentation at the conference, Liftoff Director of Creative Strategy Alexandra Vornle von Haagenfels shared some valuable insights on emerging creative trends that are driving conversions for advertisers. Here are a few highlights from her talk: 

1. Long-Form Videos Are on the Rise

Videos have long been the leading format, but video length is becoming a more important factor in ad performance. When it comes to video—longer is better. User attention spans may be short, but they’re interested in videos that create deeper connections with the brands they use. Longer videos are performing better—and advertisers are taking note. 

Advertisers have seen an average of 50% higher conversions with longer videos compared to shorter ones. And on Liftoff Direct and Accelerate, we’ve seen increased ad spend on long-form videos (45s) and ultra-long videos (60-90s). As always, the proof will be in the testing but don’t be afraid to experiment. 

2. Customize the Ad Experience

Longer videos may be part of a broader trend. Ads are shifting from quick, often spammy clips to longer, tailored experiences. As users become more ad-savvy, they’re also becoming more open to different kinds of ad experiences. Users are willing to linger—depending on what ad experiences offer.

Triple-page ads can be a great way to create complex, customized ad experiences.

For creators, this means more opportunities to develop customized ads with greater complexity. Here are a few tips to keep in mind: 

  • Prioritize brand expectations, but don’t be afraid to experiment.  
  • How users enter and leave an ad isn’t defined by the ad unit itself—so treat the ad experience flexibly. 
  • Try combining different pages in a triple, or double-page ad experience. Recombine videos, playables, and non-interactive units in different configurations.

The key is to look for the best combination that delivers the best experience for the user. 

3. Lean Into Trends, but Be Smart About How

When building longer ad experiences, it’s important to be strategic about content. Content should be relevant, interesting, and drive performance. Lean into trends, but be sophisticated about how you leverage them: 

Minigames can boost engagement and attract new users.
  • Many gaming apps, for example, are leveraging minigames to significant effect. Minigames can engage users with fresh gameplay and give a preview of the app itself. 
  • Competitive elements are nothing new for gaming apps, but using them creatively can boost ad performance. For example, presenting 1v1 events can create a customized feel for users, leading them to explore the app.  
  • Another trend that’s here to stay is influencer-style videos. By being strategic about which influencers you select and adding voiceovers or subtitles, you can create a localized feel that clicks with audiences.

4. Embrace AI as a Creative Partner

Finally, there’s been a lot of talk about the uses and abuses of AI. But when properly applied, AI tools can be an integral part of the creative process. Here are four ways we’ve had success applying AI to ad creative: 

We prompted an AI system to iterate on an ad with different elements—ice, Halloween, and animals.
  • Research and Ideation: AI is no replacement for creative brainstorming sessions—but it can offer an added perspective. Introducing AI queries to your research can push out-of-the-box ideas in surprising ways. 
  • Content Optimization: Iteration is key to finding creatives that convert, and AI tools are ideal for generating top concepts quickly. And when you have a direction, AI tools can accelerate the selection of a winning ad. 
  • Performance Predictions: AI systems can also accelerate optimization by predicting which iterations will perform, saving creative teams time and effort. 
  • Data Analysis: Creative teams need to stay up-to-date to stay competitive. AI tools can help you identify which trends or innovations are performing and which are ripe for experimentation.

These are just a few emerging trends to keep an eye on. We hope this helps you think differently about how to approach creative. 

We’ll be returning to Israel Mobile Summit next year, but until then, we invite you to learn more about how Liftoff Creative Studio can help you level up your UA campaigns. 

Or, if you have questions, contact us.