Research • Appska

Playable Ads: How Interactive Ad Formats Drive Campaign Performance

Posted on June 2, 2026June 2, 2026 by admin

In mobile marketing, simply grabbing user attention is no longer enough. Banner blindness has become the norm. Users scroll past standard ads without noticing them. They automatically close static banners and video ads inside apps. That is why interactive solutions are stepping in to replace classic formats — turning ads into a genuine user experience.

Playable Ads — advertisements in the form of a mini-game — are becoming the standard for apps that want to attract not just a high volume of users, but the right ones: people who will stick around and complete target actions.

What Are Playable Ads

Playable Ads are an interactive ad format that lets users try an app before installing it. Instead of watching a video ad, a potential user plays a simplified version of a game or interacts with a demo version of a non-gaming app. It is a kind of test-drive that happens right inside the ad unit.

Playable Ads also serve as a traffic qualification tool. If a user completes a mini-level and enjoys it, they are highly likely to install the app. If not, the advertiser does not waste budget on a low-quality install that may fail to convert into target actions.

Using Playable Ads solves challenges for both performance marketers and brand managers. The format does more than drive traffic — it actively engages users. As a result, the campaign converts people into app users more effectively. This helps achieve marketing goals faster and introduces customers to the product through a safe demo experience.

Once a user is inside the interactive experience, new opportunities for influence open up. Personalization, competition, and the ability to make choices within the gameplay all work to hold attention. The desire to be first or to earn a reward becomes a natural driver of engagement.

Numbers That Change Media Planning

The effectiveness of Playable Ads is backed by large-scale research. According to the Liftoff Mobile Ad Creative Index 2025 — based on an analysis of 4.7 trillion impressions and 1.1 billion installs from 2023 to 2025 — conversion rates for Playable Ads significantly outperform traditional ad formats.

For advertisers outside the top-tier rankings, the impression-to-install conversion rate was 16 times higher compared to non-interactive formats. For market leaders, where competition is even fiercer, the difference remained substantial: Playable Ads were 8 times more effective.

Research also reveals behavioral metrics: users who install an app through a playable ad open it 60% more often and make in-app purchases 6 times more frequently compared to users acquired through other formats.

William Maklaud, Teamlead of Mediabuying Appska

There is a misconception that Playable Ads are only suitable for gaming app verticals. That is far from true. The format adapts successfully to any app where you can demonstrate product value.

How to Create Playable Ads: Best Practices

Creating a playable ad is more complex than producing a standard video. It requires attention to graphics, game design thinking, knowledge of interactive HTML5 content development, and an understanding of mobile user psychology.

Typically, creating Playable Ads involves developers. Each new creative needs to be programmed, tested, and adapted to meet the requirements of different ad networks. This is not as fast as producing static or video creatives, and it costs more. However, the market is finding solutions.

Some platforms — Playturbo, for example — offer template libraries and drag-and-drop editors. These allow marketers to build Playable Ads without coding, using ready-made game assets. Artificial intelligence is also speeding up the process, simplifying the production cycle.

Start Screen

Users spend an average of 1.7 seconds reading instructions on the start screen. More than two or three attention zones reduce the likelihood that users will read all of them. The best strategy is to place two or three key elements with a clear hierarchy: the main one in the center, a secondary one at the top, and a third at the bottom. Animation attracts attention 1.4 times more effectively than text without visual support.

Gameplay

During the game, users should stay immersed in the experience. Place your product branding close to the main gameplay area. Elements positioned to the left or right of the center attract the attention of only 26% of users. Intrusive pop-ups that interrupt the game are closed in under a second — such ads are not remembered; they are annoying.

End Card

On the final screen with a call to action, users spend just 0.7 seconds. Limit the number of attention zones to three elements. A large centered logo and install button are recognized faster than elements placed at the edges.

William Maklaud, Teamlead of Mediabuying Appska

The mobile advertising market is moving toward interactivity and personalization. Playable Ads are the answer to user demand for testing an app’s functionality before installing it.

Platforms and Formats

There are many ad platforms that support Playable Ads. However, each platform has its own specific requirements. Examples include Unity Ads and several other DSP. Deciding on the platforms must happen before production begins. This is the only way to account in advance for all limitations and requirements regarding animation and technical implementation.

Once the platform is selected, the next step is to define the format based on audience and campaign goals. The following options are available:

Personalization: collect initial user data and deliver a unique offer.
Demo gameplay: a classic for games — users try the gameplay before installing the app on their device.
Tests and quizzes: users enjoy testing their knowledge; questions can lead them to the promoted app’s page.
Photo editors: any interactive experience involving the user’s photos can generate interest.
Augmented reality: a fresh format. Users grant camera access, and the gameplay takes place in their physical space.

William Maklaud, Teamlead of Mediabuying Appska

For advertisers, using Playable Ads improves traffic quality and increases retention rates. As user acquisition costs rise and competition for attention intensifies, Playable Ads are becoming an essential tool in the mobile marketer’s arsenal.

Mobile Marketing Trends & Benchmarks: A Review of the Singular Report

Posted on April 30, 2026April 30, 2026 by admin

Singular, in partnership with industry collaborators, has released a global report on the mobile advertising market based on Q4 2025 results. The report identifies key mobile marketing trends and benchmarks that have directly shaped marketer and publisher strategies throughout Q1 2026.

According to experts, the market in late 2025 and early 2026 did not show rapid growth. Instead, it was defined by optimization and a sharp focus on preserving efficiency. The research shows global CPI rose +8.4%, while iOS CPI surged by a dramatic +44%. CTR and IPM both declined, and ATT opt-in rates fell once again.

This report is essential reading for mobile marketers and anyone managing performance budgets across advertising platforms and regions. Below, we break down the key figures and insights.

Global Ad Spend

Android continued to deliver user reach and volume, but when it comes to revenue growth, Apple’s ecosystem led the way. Across most verticals, iOS drove a larger share of monetization, even though the majority of installs remained Android-heavy.

Marketers doubled down on markets and verticals where performance was predictable and monetization proven. The top priority became focus over experimentation. According to the data, measurement precision and solid mobile analytics are now more critical than ever.

Global mobile ad spend in Q4 grew just over 4%, but the headline number masks more nuanced shifts. While ad budgets increased, total impression volume slightly decreased — signaling constraints rather than broad expansion.

+13% – Android ad spend growth from Q3 to Q4 2025.
−3.25% – iOS ad spend decline from Q3 to Q4 2025.

The Q4 spend increase was driven by competition, not by greater inventory supply — setting the stage for subsequent CPI inflation.

Ad Spend by Vertical

Overall mobile ad spend rose roughly 4% quarter-over-quarter, but it’s important to note that growth was not universal across all verticals.

Health & Fitness, Gaming, and On-Demand apps accounted for the majority of spend, reinforcing their role as growth drivers in an optimization-heavy environment.

Meanwhile, several verticals saw significant pullbacks: Utilities, Education, E-commerce, and others. However, this signals budget reallocation rather than market weakness. In a peak quarter, advertisers chose to fund verticals with proven monetization and predictable returns — even if that meant stepping away from cheaper but less certain opportunities.

Ad Spend by Region

Growth was concentrated in mature, performance-driven geos. Marketers doubled down where ROI is most visible to protect margins under optimization pressure.

Tier 1 East led by a wide margin with +25% QoQ growth, followed by the United States at +17%. These markets absorbed the bulk of incremental budgets.

Growth elsewhere was positive but more restrained: Tier 2 East, Tier 2 West, Japan, and China.

Tier 1 West and the rest of the world posted very modest gains, signaling a reallocation of funds toward higher-return regions.

Global Mobile Benchmarks

CPI rose 8.4% to $1.12, while CPM increased 4.6% to $2.88 — reflecting heightened competition for inventory as Q4 budgets ramped up.

At the same time, efficiency metrics softened. CTR dipped 1.3% to 4.5%, and IPM declined 3.5% to 2.56, indicating weaker user engagement and fewer installs per thousand impressions.

Advertisers paid more just to maintain scale, making creative quality, optimization speed, and measurement precision critical factors in protecting efficiency.

Key Regional Characteristics for App Promotion

United States – Expensive traffic with high monetization potential. Strong competition continues to drive CPI inflation. Optimization pays off in Travel, On-Demand, and Gaming.

China – Massive scale but a fragmented ecosystem. High variance in performance. Very low CPIs in select categories, but inconsistent conversion quality. Best approached selectively, especially for Gaming, Entertainment, and Utilities.

Japan – High-return market with high advertising costs. Most pronounced CPI inflation in Finance, Travel, and Gaming. Creative localization is critical for success.

Tier 1 West – Significantly cheaper than the US. Strong conversion rates and IPM. Utilities and Gaming show outstanding efficiency. A geo with excellent cost-quality balance for scalable growth.

Tier 1 East – Premium audience quality with better cost efficiency. Ideal for scaling without US-level CPIs. Gaming and Travel perform exceptionally well.

Tier 2 West – Cost-effective region for scalable growth. Low CPIs paired with good CTR and CVR. Well-suited for testing, expansion, and volume growth.

Tier 2 East – Massive install volume at low prices. Great for top-of-funnel campaigns and rapid experiments. Requires locally relevant creatives.

Rest of World – Cheap reach with mixed user quality. Effective for initial seeding. Requires tight optimization.

Share of Voice by Ad Network & Vertical

A diverse set of platforms plays meaningful roles across different verticals, highlighting how app marketers are increasingly building multi-partner acquisition strategies.

TikTok shows broad and consistent strength across all verticals — particularly in Utilities, Finance, Education, and E-commerce.

Apple Search Ads remains a cornerstone for high-intent acquisition, ranking among the top platforms for Education, Travel, E-commerce, Health & Fitness, and Finance.

Mintegral, AppLovin, and Unity Ads demonstrate leadership in the Gaming category.

Key Benchmarks from the Report

Global app ad spend grew modestly, but the increase was concentrated in select verticals rather than broad-based.
Android CPI spiked sharply by +16% in late 2025 — the steepest increase in over a year.
Health & Fitness and Gaming accounted for the majority of ad budget growth.
Tier 1 East and the United States captured most of the incremental ad spend.
iOS continued to generate 70–90% of revenue across many verticals, despite a smaller share of installs.

Looking for more data? Read the SplitMetrics report on the global app market study for online shopping.

Shopping Apps: Key Metrics and Trends

Posted on January 30, 2026January 30, 2026 by admin

According to a SplitMetrics report, 78% of consumers make purchases through apps, and in the USA, they are regularly used by 164 million people.

When a user downloads a shopping app, they are already motivated to make a purchase. The marketer’s challenge is to stand out in a highly competitive environment. A SplitMetrics study based on the analysis of 4.44 billion impressions, 395.4 million clicks, and 500 A/B tests reveals which strategies in Apple Ads and ASO yield the highest return for e-commerce vertical apps.

Markets: App Giants vs. Niche Players

Competition and marketing strategies vary drastically from region to region.

The USA is the most capital-intensive market. The leading app is Temu, with monthly expenditures of 2.8 – 4.8 million dollars. The brand relies on an active promotion strategy across a broad pool of keywords. However, niche players like Chewy and Instacart prove that a focus on a specific vertical also delivers strong results.

In the UK, international platforms dominate in terms of spending, but local retailers like Very and Argos successfully leverage their knowledge of local behavioral patterns.

In the unique Japanese market, the spending leader is not a marketplace but the service Bundle Card. This underscores the importance of convenient payment solutions and niche hobbies for Japanese consumers.

The markets of France, Spain, and Belgium stand out as cost-effective for scaling, with high potential for engagement and conversion.

Key Apple Ads Metrics

The shopping app category demonstrates metrics exceptionally favorable for advertisers at the campaign launch stage.

High Conversion Rate

CR ≈ 71.1% in 2025. This means that more than 7 out of 10 users who click on an ad install the app. This signals high purchase intent.

Low Acquisition Cost

CPT ≈ $1.5, CPA ≈ $2.1. This is significantly lower than the average Apple Ads rates of $2.9 and $4.6, respectively.

Growing Engagement

TTR increased from ≈ 7.71% in 2023 to ≈ 8.6% in 2025, although it still lags behind the overall average of ≈ 10.5%. This represents an opportunity for creative optimization.

Store Optimization Specifics: iOS vs. Android

iOS vs. Android

App Store users show higher conversion rates – 24% versus 13% on Google Play – as well as higher engagement rates: 41% and 18% on the App Store and Google Play, respectively.

Trust is Decisive

A high percentage of direct installs indicates that many users make a decision without examining the app page in detail. Store ratings and reviews are critically important for building trust.

Static “Beats” Video

In the mobile shopping app category, static, bright visuals with a clear value proposition outperform others in effectiveness. Video previews are less effective; A/B tests often show a drop in conversion. The reason: a shopping app user is ready to act immediately and doesn’t want to spend time watching a video.

Creative Trends

The icon and screenshots are the primary tools to convince a user to install an app within 3 seconds – the average time spent on a page. In the highly competitive shopping app category, visuals are not just “pretty pictures” but a direct conduit for the value proposition.

The Icon: The Platform Decides Everything

Color choice depends on the operating system: on Android, for maximum visibility, bright, high-contrast colors that don’t blend into the background are needed.

The App Store has a different aesthetic – monochrome, minimalist icons fit better with the overall design and meet iOS audience expectations.

Most successful shopping apps use their branded logo as the icon. This is critical for instant recognition, especially considering the high direct install rate on iOS of 23%, where a user downloads the app without even visiting its page.

For niche or service apps (coupons, discount finders), functional icons depicting a shopping cart, price tag, or product work well. They immediately communicate the app’s purpose, compensating for the lack of a recognizable brand.

Correct Screenshot Structure is Key to Maintaining Attention

The main goal is to visually showcase the product range and ease of purchase; the product should be in the foreground. Use high-quality, bright product photos. Promotions, discounts, and seasonal offers should be on the first screenshot, highlighted in bold font and contrasting colors. This is the main trigger for a quick decision to install. Images of real people, especially those reflecting the target audience or local market specifics, significantly enhance user connection with the brand.

The App Store favors portrait orientation. On Google Play, you can test a strategy: the first screenshot is landscape to attract attention in search results, and the rest are portrait.

Conclusion

The mobile shopping app category is one of the most attractive for scaling: a relatively low user acquisition cost in Apple Ads is combined with a high conversion rate. The key to success lies in accounting for regional specifics, focusing on building brand trust through reviews, optimizing static creatives, and maximizing the use of personalized product listing page advantages.