A lot has changed in just a few years. In an increasingly competitive environment, top apps and games are redefining the boundaries—and the baseline—of what ad experiences should look and feel like. AI technologies are also transforming how creative teams innovate and collaborate.

To help marketers keep pace, our 2025 Mobile Ad Creative Index will explore the concepts that deliver on performance and scale for mobile businesses now. We’ll also contextualize how AI tools can unlock greater speed and efficiency for production, testing, and optimization.

Discover top trends, including:

• New takes on interactive ads and dynamic content for consumer (non-gaming) apps  
• Winning UGC concepts for consumer apps
• How to level up metaplay ads for mobile games with player motivations
• Tips for improving player reengagement with LiveOps in ad creative—and much more