Singular's 2024 ROI Index, analyzing over $10 billion in ad spend, 10 billion installs, and 100 billion clicks, ranked Liftoff as a leading ad network. Liftoff achieved top positions in all key ROI categories including iOS SKAN performance (global, gaming, non-gaming) and Android ROI (global, gaming, non-gaming, plus regional EMEA and South America). It also ranked highly in Android retention (global, gaming, non-gaming, and regional EMEA, APAC, North America, South America), as well as in iOS and Android partner rankings for scale, spend, and customer reach.
The report highlights Liftoff's consistent excellence across multiple performance metrics.
The open internet offers vast, incremental scale for app marketers beyond walled gardens, but its complexity requires supply path optimization (SPO). With non-exclusive inventory and multiple bid requests per impression, advanced machine learning is crucial to select optimal paths, price bids accurately, and serve effective creatives in milliseconds.
Mobile in-game advertising balances revenue and player experience using formats like banners, interstitials, playables, videos, rewarded, and native ads. Each format varies in cost, engagement, and ROI across platforms, with no single best option—success depends on goals, budget, and platform-specific performance.
Moloco earned top ROI rankings in the 2024 Singular ROI Index, securing top 5 positions in iOS SKAN non-gaming and Android global ROI/retention categories. It achieved 'Golden 6' status for appearing in all categories. This recognition highlights the effectiveness of Moloco's machine learning in acquiring high-value users on the open internet.
TikTok video ads use short, engaging clips to promote brands. Effective ads start with a strong hook, include clear CTAs, use sound and text overlays, and test formats. TikTok offers In-Feed, TopView, Spark Ads, and more for diverse marketing.
Ad monetization dominates mobile gaming downloads, with puzzle titles driving over half of ad revenue across major networks. Hybrid-casual has split into two models: ads-first and IAP-first, with IAP-driven titles significantly outperforming in total earnings. Success requires aligning game design, network choice, and regional strategy. The report emphasizes that ad strategy is now foundational, not secondary, for player acquisition and monetization.
Retention rate is a critical KPI for mobile apps, showing user engagement and loyalty. It costs 5x more to acquire than retain users, and a 5% retention boost can increase profits up to 95%. Focus on quality users, seamless onboarding, and re-engagement to improve retention. Monitor key milestones like Day 1, 3, 7, 14, 28, 30 for insights.
Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias distort budget decisions. Single-touch models (first/last-click) are simple but miss the full journey; multi-touch models (position-based, data-driven) are more accurate but require robust data. Mobile attribution is particularly challenging due to ATT, SKAdNetwork, and cross-platform gaps, necessitating a mobile measurement partner (MMP) for independent, deduplicated measurement. Clean attribution data is essential for AI-driven optimization—bad signals lead to bad decisions. Starting with position-based attribution and incrementality testing provides a practical foundation.
Generative AI enhances mobile ad creative through localization and dynamic effects. Long-form video and triple-page ads boost engagement via storytelling. Iterative testing across four phases optimizes performance with data-driven strategies.
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