Ad Formats Vary In Effectiveness For Mobile Apps

Liftoff's "2022 Mobile Ad Creative Index" analysis found marketers who sought to drive downloads of mobile apps and other actions from consumers in 2021 saw a difference in the effectiveness of various ad formats.

Banner ads offered the best value in e-commerce apps, with the average cost-per-install (CPI) last year being $1.95 vs. native ads at $2.44 and interstitial ads at $3.79. And, video game publishers saw the lowest CPI from playable ads at $1.98, vs. $5.22 for native ads and $4.67 for video ads.