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%.