Introducing Liftoff’s 2025 Mobile Ad Creative Index
A lot can change in just a few years. As we began reflecting on the latest trends in mobile ad creative, we saw a clear underlying theme. While none of the creative concepts that excite us today are specific to AI, many would not have achieved their scale and impact without what AI can do. AI tools and processes are now part of everyday use for our creative team, accelerating innovation cycles and transforming ad creative production, testing, and optimization.
While AI holds abundant long-term promise, we know that in this business, it’s not about faraway visions—it’s about finding where mobile advertisers can allocate spend now and see an outsized impact. That’s why this year, we focus on six creative concepts that are performing and reaching scale for our top-spending games and apps and are embraced by other advertisers on the ascent. Along the way, we contextualize the turn-key role of AI in unlocking their achievements.
From doubling down on interactive ads to new approaches to UGC to customized ad experiences that respond to user behavior, top apps and games are redefining the boundaries—and the baseline—of what ad experiences can look and feel like. In their story, AI tools are powerful amplifiers that deliver insights, scale, and efficiency.
Discover trends, including:
- New takes on interactive ads and dynamic content for consumer (non-gaming) apps
- Winning UGC concepts for consumer apps
- How to level Metaplay ads for mobile games with player motivations
- Tips for improving reengagement with LiveOps in ad creative—and much more
