MolocoAd Formats driving success in gaming: Playable, Video Ads and End cards
Creative strategy is paramount in mobile gaming, contributing 56% to campaign sales ROI per Nielsen, while the top 2% of creatives account for over half of ad spend. Effective creatives not only drive installs but improve ROAS and attract high-value users with better retention and ARPDAU. Key high-performing formats include playable ads, which deliver a 49% lift in IPM and 25% improvement in ROAS for one top advertiser, making them ideal for casual and mid-core games.
Longer video ads (30s+) yield up to 30% higher ROAS, with play rates reaching 58% for publishers. Interactive end cards (IECs) paired with videos show 70-80% adoption among top advertisers and boost conversion rates up to 30%. Ad ops decision-makers should prioritize these formats, refresh creatives regularly to combat fatigue, and leverage platforms like Moloco that pass cost savings to partners.
Actionable takeaways: test playables for high-intent audiences, extend video lengths for quality users, and use IECs to maximize post-ad engagement. Publishers gain higher CPMs and fill rates from premium advertisers, while advertisers achieve better ROAS and user quality through data-driven creative optimization.
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Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
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Liftoff(Vungle)Webinar Recap | Diversifying Revenue Streams: Modern Monetization Strategies for Consumer Apps
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To maximize ROAS in 2025, leverage cross-team collaboration and AI tools for creative scaling. Analyze competitors and adjacent industries for inspiration, use A/B testing with single-message ads, and explore interactive formats (playables, carousels). Tag creatives for better attribution and localize with AI dubbing. Small edits like shortening ads or tweaking formats can dramatically boost performance.
MintegralWhat Developers Get Wrong About Mobile App Monetization
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