2023 Mobile Ad Creative Index


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2022 was a year of profound macroeconomic change. Mobile marketers are grappling with new privacy changes and reduced budgets, but there is cause for optimism. While spending has slowed, ad budgets will likely rebound in the next two years, and advertisers that can continue to spend stand to gain market share. 


Ad creative remains one of the key levers for growth for many advertisers. To assist marketers in this pivotal time, our report provides the latest cost and revenue benchmarks by ad format across five verticals: gaming, e-commerce, finance, entertainment, and dating & social. 


This year, we look beyond best practices to the trends driving revenue for advertisers now. Drawing on expertise from in-house experts at Liftoff, we explore five trends in depth: extended ad experiences, taking playables beyond gaming, tapping into gaming motivations, longform videos, and user-generated content.   


Report highlights include:

  • Cost and ROAS benchmarks by ad format across five verticals
  • Cost per Install (CPI) breakdowns by platform and by month
  • Pro tips on boosting campaign performance
  • Five trends must-know trends including extended ad experiences, longform videos, UGC, playables beyond gaming, and player motivations

Want to learn more? Watch our on-demand webinar "Power Up Your Gaming Creative: Trends to Win Users and Boost Conversions."

Read the report in English or Chinese.