AppLovin analyzed creatives from 52.3B impressions; 22.4B clicks; 267M installs and 200+ apps.
- Customization works well in creatives. Ones with renovation and makeovers show better results in 75% of cases.
- Creatives with dramatic narratives are still working well. They’re showing better performance for the social casino titles (65% better than average), and for the strategy games (155% better than average).
- Generated voiceover started to be used in creatives in 2022. The number of such creatives among those with voiceovers reached 29% of the overall amount (from 0% in 2021).
- Match mechanics, renovation, and drawing lines were good mechanics for Playables in 2022.
- On average, creatives with a show of failure and urgency show better results.
- Strategy is a genre with the largest amount of misleads or creatives that are not showing the real gameplay.