AI, UGC, and Playables Reshape Mobile Ad Creative Strategies

Martechvibe

08-07-2025

As attention becomes the most valuable currency, mobile marketers are turning to AI-powered creatives, UGC, and playable content to make ads more immersive, personalised, and performance-driven.
Scroll. Tap. Skip. Repeat. That's the usual rhythm of a mobile user's day. So, how do mobile ad marketers create an ad that doesn't get skipped but rather brings an interaction and even gets someone to download, sign up, or play?
It's a challenge today's app marketers are solving with a new wave of mobile ad creativity. Liftoff's latest Mobile Ad Creative Index digs deep into the creative trends shaping the future of mobile advertising.
The report explores top creative trends that are attracting and scaling ad spending across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimisation.
This year's Mobile Ad Creative Index specifically analyses creative concepts that have excelled in scale for Liftoff's advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.
Yann Zeller, Chief of Staff, Creative at Liftoff, said, 'As ad formats become richer and AI expands our ability to personalise and adapt creatives at scale, we're able to unlock new insights into user behaviour and motivation.' Interactive Ads Lead Engagement
In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs. Playable Ads Deliver Returns
In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8x that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers. Tailored Metaplay Drives Installs
'Metaplay' elements, gameplay that diverges from an app's core design to appeal to a broader audience, are widespread, but top games gain an edge by tailoring their Metaplay ads to the publisher audience. The report found that aligning 'metaplay' creative with publisher audiences resulted in a 93% increase in installs-per-mille. UGC is Now a Core Strategy
The share of spending on user-generated content (UGC) increased by 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Soren Steelquist, Director of Creative Production, said, 'The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different.'
'UGC works because it's authentic and relatable, and users are more likely to be influenced by ad when it's coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.' Gen AI Fuels Personalisation
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top mobile advertisers also use AI to recombine their assets in customised ad experiences that break away from standard video to playable formats.
Yann Zeller said, 'Today's creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behaviour.'
Advertisers that treat ads as one-way messages are falling behind. The most effective mobile strategies today are built on a powerful shift, from interruption to interaction.
'We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn't just a better way to advertise—it's a better way to tell stories and the most exciting brief we've had in years,' said Yann Zeller.
With AI, creator partnerships, and interactive design tools at their fingertips, advertisers now have everything they need to create ad experiences that are personal, playful, and genuinely engaging.
The more tailored the experience is to the user's behaviour and context, the greater the chance they'll not only stay but also take action.
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Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime.
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Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities.
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Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem.
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Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform.
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Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle.
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OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences.
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Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale.
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Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
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Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
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Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
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HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
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Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
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Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
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Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
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Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.
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