Mobile game developers are most excited about the future of playable ads in apps though video ads remain the top driver of installs, according to AdColony.
The mobile advertising firm has released its latest App Install Marketing Survey, which surveyed the top 100 grossing app developers to find out their marketing preferences.
It found that 45% of marketers are most excited about playable ads in 2017, compared to 22% who are most excited for video ads. Native ads lost favour, with just 4% of marketers enthused about its prospects.
However, video ads remain the top choice for marketers at present. 96% of all marketers used video ads, compared to 64% who use playable ads.
On top of this, 25.2% of all marketing budgets were found to be spent on video ads.
Video ads do appear to be working for marketers. 69% of those surveyed found video ads to be one of the most effective ways to get installs, compared to just 31% who claimed playable ads were highly effective.
The survey also found that app install teams are growing, with 23% of developers surveyed having a team of more than 10 people working on app installation.
The report also covers the growing and declining trends in ads, as well as the KPIs that matter to developers most. You can download the entire report for free on AdColony's website.