The data were collected from 1 January 2022 to 1 January 2023. The research is based on trillion impressions; 24.5B clicks, and 240M installs.
CPI by ad formats in games
- Interstitial – $11,29. That’s the most expensive placement.
- Native Ads – $6,09.
- Banners – $5,48.
- Video – $4,93.
- Playable – $1,31. That’s the cheapest format according to Liftoff.
CPI comparison by ad formats, Android vs. iOS
- Interstitial – $16,01 on iOS and $8,97 on Android.
- Banners – $9,49 on iOS and $2,21 on Android.
- Video – $9,38 on iOS and $2,48 on Android.
- Native Ads – $6,9 on iOS and $5,46 on Android.
- Playables – $6,17 on iOS and $0,73 on Android.
Day 7 ROAS by ad formats
- Native ad formats – 18% D7 ROAS.
- Banners – 17% D7 ROAS.
- Interstitial – 15% D7 ROAS.
- Video – 14% D7 ROAS.
- Playables – 12% D7 ROAS.
General recommendations by Liftoff
- Do not use the art style in ad materials (especially for mid-core titles) that differs from what is used in the game. It will increase churn.
- Users like to see the progression in ad creatives – customization and level-up.
- Long video creatives are working better than short ones. In some cases, the difference was up to 50%.
