The report highlights the need for advertisers to optimize spending across platforms and ad formats.
Liftoff, a growth acceleration platform for the mobile industry, has unveiled its sixth annual Mobile Ad Creative Index. The report analyzes trends across four key app verticals: gaming, E-commerce, finance, and entertainment.
Generative AI tools are already transforming ad technology and performance, with 91% of organizations expecting their productivity to increase from implementing generative AI, from using AI to source ideas to generating images. “When it comes to creativity, the game’s name is efficiency. Leverage Gen AI for faster, more scalable creative ideation and production. On the commercial side, AI automation can help you get sales and operations teams the information they need at unprecedented speeds,” said Aidan Quest, Senior Director of Generative AI at Liftoff.
The report highlights the need for advertisers to optimize spending across platforms and ad formats. For E-commerce, the cost per install (CPI) on Android is lower across all ad types, with native ads offering the strongest value at $0.65. On iOS, banner ads deliver the most cost-efficient results with a $1.37 CPI. The data also revealed a substantial variance in video ad pricing between platforms, averaging $1.15 on Android versus over twice that at $2.83 on iOS.
The report is based on findings from over 602 billion impressions across 49.4 million clicks and 144 million installs between January 1, 2023, and January 1, 2024.
