In an increasingly competitive environment, top-level applications and games are redefining the boundaries and benchmarks of advertising experiences. Artificial intelligence technologies are also changing the way creative teams innovate and collaborate. According to the 2025 Mobile Advertising Creative Index published by Liftoff, advertising significantly outperforms conversion and installation efficiency, while the share of expenditure on interactive advertising is growing rapidly. Advertiseable conversion rates are 16 times higher than non-advertising, demonstrating their strong ability to attract users and enable installation. In 2024, the share of expenditure on commercialable games was on average 35 per cent higher than for other games, and the return was achieved in all advertising budgets.
For the top spenders, the average display installation rate for advertising is eight times that of the non-advertising format; for other advertisers it is 16 times, highlighting the efficiency of advertising among advertisers at different scales.
In 2024, Liftoff data showed that the share of consumer spending on the use of interactive advertising had increased significantly over the same period. The share of interactive advertising expenditures for top-expenditure advertising clients increased by 20 per cent, compared with 2 per cent for top-expenditure clients, reflecting a greater preference among large clients for interactive advertising. These data suggest that the interactive and trial nature of the commercials has significantly increased user participation and conversion rates, especially in game applications. This trend is further supported by the increase in expenditure on interactive advertising, which reflects the growing interest of advertisers in creative forms that attract the attention of users. However, the low level of growth (2 per cent) among non-top advertisers may suggest resource or technical constraints that limit the full adoption of the new format by small and medium-sized advertisers.
The Liftoff report, based on 4.7 trillion exposures, 26.3 billion hits and 1.1 billion installation data from 1 January 2023 to 31 May 2025, covered a wide range of mobile applications and game markets. This growth trend may be influenced by AI-driven optimization of creativity and the emergence of user-generated content (UGCs), but also by the potential impact of market saturation or differences in the quality of creativity on long-term effects. The excellence of commercial and interactive advertising is reflected in the new dynamism of the mobile advertising market, especially for game and consumer applications. Its success, however, depends on precise audience positioning and the quality of creativity, and small and medium-sized advertisers may need additional technical support to keep up with trends.
