Interactive ads surge 20% among top apps as advertisers bet big on playables

In 2024, top apps increased their share of spend on interactive ads by 20% year-over-year, while non-top-tier spenders saw a 2% increase.

That's according to Liftoff’s annual Mobile Ad Creative Index report, which showed that top consumer apps are investing in interactive ads to compete for engagement.

Playable ads also proved popular with mobile game advertisers in 2024, with top games spending 35% more on them than other ad types. 

Moreover, playable formats delivered better performance overall, with impression-to-install rates eight times higher than non-playables for top spenders and 16 times higher for other advertisers.

The report also found that top-performing apps were enhancing ad performance through “metaplay” elements - non-core gameplay features - resulting in a 93% boost to installs-per-mille. 

Ads leveraging user-generated content also rose in importance last year, with top spenders increasing UGC ad spend by 11%, meanwhile social and utility apps saw a nearly 30% jump compared to 2023. 

Widespread use of generative AI enabled more personalised and dynamic ad experiences, as creative teams enhanced assets with 3D, motion and rapid variation testing across formats.

“Unlocking new insights”

Findings from the 2025 Mobile Ad Creative Index were based on over 4.7 trillion impressions, 263 billion clicks and 1.1bn installs recorded between January 1, 2023 and May 31, 2025.

“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," said Liftoff chief of staff, creative Yann Zeller. 

“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. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation.”

Liftoff director of creative production Soren Steelquist commented: “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 an 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.”

Liftoff’s full report includes a deeper dive into the impacts of AI and how to design effective UGC ads.