Advertising Technology Blog

Creative fatigue reduces ad engagement over time. To combat it, use diverse creatives (videos, playables, formats) to feed machine learning models. For new games, start small and scale gradually; for existing ones, launch with up to 30 creatives and refresh every 3 days. Optimize top performers with incremental changes (duration, color, characters) rather than replacing them. Strategic rotation and variety maintain campaign performance.

Marketing requires delivering content that truly speaks to individuals across fragmented touchpoints. AI enables tailored discovery and commerce experiences, as seen in Google's upgrades to search, shopping, and YouTube ads. Advertisers should leverage AI overviews, interactive ad formats, and creator partnerships to reach audiences in the moment. Key stats: 1 billion+ hours of daily YouTube TV watch time, 5 trillion annual searches, and increased commercial queries from AI overviews. Actionable takeaway: use AI-powered tools to create relevant, interactive ads and optimize for multimodal search.

Ultra casual games are emerging as a dominant force in mobile gaming, offering simple, satisfying gameplay and ad-based monetization. They generate significant revenue through high-volume ad impressions, rewarded video, and interstitial ads, with some titles earning $50k-$70k daily. Vietnamese studios lead the market due to cost-effective development and data-driven optimization. For ad ops decision-makers, the key takeaway is the potential for high-reach, low-CPM campaigns in markets like Vietnam, aided by MMPs for accurate attribution.

Google Display Ads (GDA) expands inventory across Connected TV, news, sports, and gaming, and integrates with Demand Gen campaigns, lifting conversions 16% on average. Enhanced creative tools include Imagen 3 for image generation, a preview gallery for collaboration, and brand templates. Improved quality standards and protections against invalid traffic ensure better ad placements. These updates help ad ops decision-makers drive reach and performance while maintaining brand control across surfaces.

Attribution means a channel or campaign caused an event. It helps marketers understand user journeys from ad click to purchase. Adjust provides insights to optimize app and campaign performance.

Mobile users spent $150B on App Store and Google Play in 2024, up 13% YoY. APAC publishers dominate the top 100 highest-grossing mobile publishers globally. Key trends: short drama apps and hyper-casual games thrive; AI boosts productivity in education; mobile apps enable cross-border communication. Sensor Tower APAC Awards 2024 highlight standout games and apps from the region, recognizing innovation in user experience and market insights.

Post-holiday Q1 presents challenges and opportunities for mobile gaming advertisers, with shifting player behavior and ad costs. To sustain growth, focus on improving onboarding, leveraging live ops and seasonal events, refreshing ad creatives to combat fatigue, and optimizing UA through cross-promotion and app-to-web strategies. Analyzing player behavior with platforms like GameRefinery helps tailor retention efforts. Machine learning can dynamically adjust bids to improve efficiency.

In this mid-quarter update, the CEO refutes recent short-seller reports by highlighting the company's compliance with App Store policies, genuine consumer engagement, and transparent data practices. Key points include that revenue is based on attributable value, not clicks, and that data is not sourced from children or brokers. Financially, the company reports high margins, no revenue duplication, and a clean audit history. The e-commerce pilot is performing well, with $1B annualized spend from 600 customers. The letter emphasizes that the platform drives real, incremental value for partners.

Retargeting complements user acquisition by re-engaging churned users, boosting conversion rates by 150% and ROI by 1,046%. Despite its benefits, many teams separate UA and retargeting due to resource constraints, missing out on sustained growth. Mintegral offers cost-per-event retargeting with AI-driven optimization, enabling unified campaigns that maximize long-term user value and app success.

The EU's Digital Markets Act is driving major shifts in app distribution by forcing Apple to allow third-party app stores and sideloading on iOS, while alternative Android stores like Samsung Galaxy Store and Aptoide continue growing. For ad ops decision-makers, this opens new opportunities for user acquisition in niche markets, lower fees (e.g., better revenue splits than the standard 15-30%), and flexible monetization. However, privacy and security concerns remain, with platforms like Apple implementing notarization. Marketers should adopt multi-platform strategies, leveraging OEM partnerships and staying ahead of regulatory changes to future-proof growth.

Ad metrics are essential for optimizing campaigns in a market with rising costs (CPL up 25%, CPC up 10%). Key metrics include impressions, CPM, CTR, CPC, ROAS, CPA, and LTV. Mobile ads require unique metrics like app installs, retention, and stickiness. Best practices: align metrics with campaign goals, choose channels wisely, and partner with an MMP. Future trends include privacy-preserving measurement and AI-driven optimization.

Moloco Singapore fosters a collaborative culture where cross-functional teams drive customer value through machine learning-powered ad solutions. Key successes include fraud detection for an e-commerce platform, market expansion for a gaming company, and creative optimization for a mobile publisher. The team has grown from 10 to over 30 members since 2022, with diverse talent from eight nationalities. For ad ops decision-makers, Moloco emphasizes data-driven insights, customer obsession, and a strong team spirit that fuels innovation and business impact.

Google Ads introduces generative AI to create images containing adults, leveraging Imagen 3 for Performance Max, Demand Gen, Display, and Apps campaigns. Advertisers can generate lifestyle imagery using text prompts, with safeguards excluding brand products, public figures, minors, and explicit content. New asset-audience recommendations suggest themes resonating with top audiences, and AI-generated image suggestions will soon appear. All AI images are tagged with SynthID for transparency. These features aim to enhance asset variety and performance, giving advertisers control over approvals and feedback.

Deep linking reduces friction, boosts conversions, and strengthens brand reputation. The new ebook covers types, challenges, solutions like TrueLink, and implementation steps for mobile marketers, developers, and product managers.

User acquisition (UA) marketers face uncertainty due to potential social media platform bans and policy changes. Diversification is critical, and in-app advertising offers a reliable, high-engagement alternative. With immersive formats like playable ads, less competition, and precise targeting, in-app ads drive high-quality users and measurable ROI. For ad ops, this channel provides scalable growth, complements other channels, and future-proofs UA strategies against platform volatility.

Generative AI is transforming mobile advertising's creative and operational aspects, while improving economies boost app growth despite regulatory and saturation challenges. Industry reports combine data and marketer insights for 2024-2025 outlook.

The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.

Puzzle and match 3 games remain a profitable segment, with 9.7 billion downloads in 2024 and 14% YoY IAP revenue growth. Key opportunities lie in LATAM and MENA, where session growth is high. Rising CPI and CPM emphasize the need for efficient UA. Incrementality testing and predictive LTV are critical for optimizing ad spend, ensuring budgets target high-value users. Adjust's tools—Measure, InSight, and Recommend—provide attribution, incrementality testing, and pLTV modeling to maximize ROI.

UGC and short-form video dominate 2024, but format effectiveness varies by app type: longer interactive videos for gaming, shorter for non-gaming. Liftoff's exclusive formats (Triple Page, Page Turner) boost conversions. Seasonal campaigns should stay authentic. UGC lifts conversion rates 152%. AI aids admin, localization, and concept testing. Testing remains critical; quality over quantity is key.

Mobile banner ads remain effective despite predictions of banner blindness. They perform better on smaller screens, drive awareness cost-effectively, and are non-intrusive for users. Key benefits include lower cost than full-screen formats, strong in-app action rates, creative flexibility with AI tools, and suitability for A/B testing. Banners complement other ad formats and provide steady revenue for developers. For decision-makers, they are a strategic tool for top-of-funnel campaigns and mid-funnel engagement.