Liftoff's 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps
REDWOOD CITY, Calif., July 7, 2025 /CNW/ -- Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.
This year's Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff's highest-spending 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.
Highlights from the report include:
Top consumer apps are investing in interactive ads to compete for 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 across ad budgets for mobile game advertisers
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 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.
Tailoring "metaplay" elements to motivations can improve performance
"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 becoming a key differentiator in driving scale for consumer apps
The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Widespread adoption of Gen AI leads to more customized ad experiences
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.
Yann Zeller, Chief of Staff, Creative at Liftoff, 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 behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we're able to unlock new insights into user behavior and motivation. 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."
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."
For more industry trends, examples of top-performing creatives, and this year's high-impact strategies, download the full index here.
Methodology
The 2025 Mobile Ad Creative Index report, published by Liftoff, presents an incisive analysis of trends in mobile creative. The report draws on internal data analysis conducted between January 1, 2023, and June 1, 2025, examining over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs to deliver insights on the performance of mobile ad formats.
About Liftoff
Liftoff helps mobile businesses maximize revenue through AI-powered marketing, monetization, and creative solutions that deliver better ad experiences and connect people with the products they love. Founded in 2012 and headquartered in Redwood City, CA, Liftoff maintains a diverse, global presence.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Cision Canada
12 hours ago
- Cision Canada
Akemona Appoints Crypto Industry Veteran Alex de Lorraine as CEO to Accelerate Growth in the RWA Fintech Space
FULLERTON, Calif., Aug. 15, 2025 /CNW/ -- Akemona, Inc., developer of a leading real-world asset (RWA) digital asset management platform, has appointed blockchain pioneer Alex de Lorraine as Chief Executive Officer. In his new role, Alex will lead Akemona's strategic expansion in the rapidly growing RWA fintech sector. Akemona provides comprehensive digital asset issuance, management, and tokenization platform services for businesses and financial institutions—supporting digital securities, smart bonds, utility tokens, and other blockchain-native assets. Alex is a seasoned business leader with over two decades in senior positions at Google, Pfizer, and Archblock, with deep expertise in finance, accounting, and operations. Since 2018, he has been at the forefront of Web3 innovation, launching regulated, fully-backed stablecoins and developing one of the first uncollateralized DeFi credit protocols. As an early executive at TrustToken, he launched the TrueCurrencies suite, which achieved a combined market capitalization of over $3 billion. He was a founding member of TrueFi, the first major RWA protocol and one of the earliest liquid RWA tokens, which processed over $1.8 billion in transactions. At TrueCoin (Archblock), Alex played a key role in founding the Stablecoin Standard, the global industry body for stablecoins. Alex holds an MBA from the University of Münster and a Doctorate from California Southern University, and is fluent in both German and English. "We are thrilled to welcome Alex to Akemona," said Ravi Srivastava, Co-Founder and Chief Product Officer of Akemona. "His proven track record in launching and scaling high-impact blockchain assets—combined with his deep knowledge of RWA markets—makes him uniquely qualified to lead our next phase of growth. Alex has already begun driving our expansion into institutional, crypto, and capital markets, building on our strong technology foundation." "Akemona has built one of the most advanced decentralized platforms for issuing and managing digital assets," added Brady Matthews, Chief Technology Officer of Akemona. "We successfully launched multiple digital asset types on our platform in 2024. With Alex at the helm, we are well-positioned to seize opportunities in the rapidly expanding RWA fintech space." "It's an honor to join Akemona at such a pivotal time," said Alex de Lorraine, CEO of Akemona. "The company's blockchain infrastructure and tokenization capabilities are among the most sophisticated I've seen in the industry. Over the next three to six months, we will be executing on key initiatives designed to expand our institutional reach, deepen our RWA offerings, and strengthen our position as a leader in the tokenized capital markets." Akemona has pioneered blockchain-native software tokens for digital securities, ensuring immutability and transparency of financial transactions on decentralized networks. Digital asset securities issued on the Akemona platform offer benefits such as reduced administrative costs, real-time capitalization table tracking, and verifiable on-chain ownership. "Our mission is to create a more connected, inclusive, and digitally empowered financial ecosystem," Srivastava added. "By enabling financial institutions, businesses, and communities to collaborate on digital assets, we are addressing one of the biggest challenges in finance today—broadening access to capital for new and innovative projects worldwide." The Akemona platform streamlines digital asset issuance and management for businesses and financial institutions, guiding issuers through offering creation, regulatory document generation, and automated smart contract deployment. Investors can review offerings, invest via multiple payment methods, and receive digital securities directly in their wallets—delivering a seamless and secure investment experience. Akemona's platform is blockchain-agnostic, operating across both permissioned and permissionless networks, and offers customization options for institutional clients. This flexibility enables efficient regulatory filings, decentralized digital asset management, and faster capital market transactions. Disclaimer This communication is for informational purposes only and should not be construed as investment advice or an offer to sell or solicit an offer to buy any securities. Investments in private offerings are speculative, illiquid, and involve a high degree of risk. Offerings are made solely through the applicable private placement memorandum and related documents.
Cision Canada
13 hours ago
- Cision Canada
LG LAUNCHES THE OPTIMISM METER TO HELP CANADIANS SPREAD POSITIVITY THROUGH MUSIC Français
LG invites Canadians to spread the Life's Good message by creating and sharing songs that bring optimism to others TORONTO, Aug. 15, 2025 /CNW/ - LG Electronics Canada, Inc. (LG Canada) wants to strike a chord with Canadians with the launch of the Optimism Meter – a new initiative designed to amplify and track the power of optimism. LG believes that choosing optimism makes Life Good and the Optimism Meter underscores this belief. Research shows a strong connection between music and positive emotions with more than 60% of participants in a recent survey identifying music as their most frequently used non-pharmacological cognitive enhancer. 1 With this, LG invites Canadians to contribute to the Optimism Meter, and move the meter, by creating a personalized song, and sharing it with someone special using its new AI music tool, Radio Optimism. Every track shared with #OptimismWins, #LifesGood, and #RadioOptimism fuels the Optimism Meter and helps unlock a $25,000 donation to benefit the MLSE Foundation. "Music isn't just background sound – it's one of the most powerful emotional tools we have. Whether we're trying to shake off a bad mood, calm our nerves, or tap into joy, people instinctively turn to music to regulate how they feel," commented Dr. Frank A. Russo, Cognitive Neuroscientist and Director of the Science of Music, Auditory Research and Technology (SMART) Lab. "It helps us understand our emotions and express what words can't. But perhaps just as important, music connects us to others. Singing or listening together can synchronize heart rates and even brain activity, fostering empathy and trust. Research has shown that music can reduce stress hormones like cortisol, boost bonding hormones like oxytocin, and make us feel closer – especially when we share a musical experience with others. At a neurological level, music activates the same reward circuits in the brain as food, and social connection. This might explain why surveys have consistently found that music is one of the most common non-prescription strategies for managing mood. Music helps us feel better, together." A global study from LG reveals similar findings. In fact, one-third of Canadians polled believe sharing feelings through emotional content [such as music] and media is one of the most necessary ways to build meaningful connections and ultimately fuel optimism. 2 This belief is supported by the understanding that having shared musical experiences, even when asynchronous, can allow people to appreciate their common humanity. 3 Furthermore, the act of engaging with music together can release oxytocin, promoting social bonding. 4 Radio Optimism transforms this concept into an interactive platform where participants can create and send personalized songs to their loved ones. Users can easily create new songs using AI-powered tools, which are thoroughly trained on a curated music dataset. These tools interpret user prompts to produce unique musical pieces and generate matching album art, providing an engaging and personalized experience. Once generated, these songs can be sent to recipients to deepen their connection and be shared online for others to discover worldwide. Canadians can participate in the Optimism Meter by: Sharing how music fuels their optimism on social media using #OptimismWins #LifesGood #RadioOptimism Creating and sharing personalized songs with Radio Optimism using #RadioOptimism #LifesGood #OptimismWins Visiting to learn more about the campaign and track the progress of the Optimism Meter. Every comment, post, and song shared with the campaign hashtags will contribute to the Optimism Meter, and unlock various milestones, culminating in a $25,000 donation to the MLSE Foundation. Focused on helping youth reach their full potential through sport, MLSE Foundation helps young people facing barriers thrive by providing free access to programs that support physical health, mental well-being, education, and career readiness. One standout program is the dance program at MLSE LaunchPad that empowers young girls through movement and music. With mentorship from North Side Crew, the Toronto Raptors dance team, and a recent showcase win, the program continues to inspire confidence, creativity, and connection. The Optimism Meter is more than just a campaign; it's an invitation to celebrate the joy of music, connect with others, and make a positive impact on communities across Canada. Together, let's spread the good vibes and show that Life's Good when #OptimismWins! Learn more and join the movement at About LG Electronics Canada, Inc. LG Electronics Canada, Inc. is the Canadian subsidiary of LG Electronics Inc., a global sales innovator in technology and manufacturing headquartered in Seoul, South Korea. LG Electronics Canada, with its head office in Toronto, Ontario, is comprised of three business units - Home Appliances Solution, Media Entertainment Solution, and Eco Solution. LG Electronics Canada is focused on delivering award-winning products known for blending style and technology. These innovative products include TVs, audio solutions and portable devices, home appliances, residential and commercial air solutions, computer monitors and laptops, and industry-leading OLED and LED digital display solutions. For more information, visit
Cision Canada
17 hours ago
- Cision Canada
Bybit's Daily Treasure Hunt Returns with 220,000 USDT Prize Pool and Lower Entry Barriers
DUBAI, UAE, Aug. 15, 2025 /CNW/ -- Bybit, the world's second-largest cryptocurrency exchange by trading volume, has announced the return of its Daily Treasure Hunt event in a newly enhanced, lower‑barrier format designed to be easy to join and rewarding for all participants, especially new users. Running from August 18 to September 21, 2025, the reimagined campaign features simpler mechanics, a monthly rewards structure, and instant‑win opportunities, making it easier than ever to take part and win. Key changes in this year's campaign include: Lower barrier to rewards: users can trade as little as 1,000 USDT daily to collect 100 points per day — enough to redeem rewards worth up to 100 USDT during the campaign, on a first‑come, first‑served basis. Monthly rewards format: points now accumulate over the month, with access to a 220,000 USDT monthly prize pool. Simpler, more varied tasks: a wider range of daily, limited‑time, and engagement tasks, from small‑volume trades to exploring new features or consuming educational content. New reward features: daily check‑ins with bonus points for consecutive logins (no cost, no trade required), plus scratch cards (100,000 available) redeemable for instant prizes up to 1,000 USDT, contributing to a 100,000 USDT scratch prize pool. This campaign is designed with new users in mind, ensuring a level playing field for all participants. There's no need to worry about large-scale traders dominating the rewards — everyone has an equal opportunity to benefit. The focus is simple: Small is big, meaning even small trades across any product are counted. And Slow is fast — by checking in for 20 consecutive days, users can earn an extra 10 points, entirely for free. It's a straightforward, inclusive approach that rewards consistency and participation, not just high-volume trading. The revamped Points Plaza remains a central feature, allowing users to redeem points for cash rewards, airdrops valued up to 100 USDT, or exclusive benefits such as VIP Trial Passes for premium features lasting seven days or more. The latest iteration of Daily Treasure Hunt reflects Bybit's commitment to offering lower‑barrier, inclusive campaigns that reward consistent participation and make it simple for anyone, especially new users, to enjoy the platform. #Bybit / #TheCryptoArk About Bybit Bybit is the world's second-largest cryptocurrency exchange by trading volume, serving a global community of over 70 million users. Founded in 2018, Bybit is redefining openness in the decentralized world by creating a simpler, open and equal ecosystem for everyone. With a strong focus on Web3, Bybit partners strategically with leading blockchain protocols to provide robust infrastructure and drive on-chain innovation. Renowned for its secure custody, diverse marketplaces, intuitive user experience, and advanced blockchain tools, Bybit bridges the gap between TradFi and DeFi, empowering builders, creators, and enthusiasts to unlock the full potential of Web3. Discover the future of decentralized finance at
