Liftoff(Vungle) Articles

World Cup data from Liftoff's SSP shows ad impressions in sports scoring apps nearly doubled (+90%) and unique audience grew ~40% during the tournament, highlighting massive second-screen engagement. BeSoccer reported DAU +63% and visits +128%. Despite high attention, mobile ad investment ($0.07/user hour) lags far behind TV ($0.38). For ad ops, the key insight is to plan multi-screen campaigns that complement TV with premium in-app inventory during live moments, capturing intentional attention where fans actively seek scores, stats, and highlights.

In-app mobile advertising is held back by three myths: low-quality inventory, intrusive ad formats, and reliance on Big Tech. Reality: AI curation and premium apps (e.g., ChatGPT, NYT) have raised inventory quality. Ad formats now include native, interactive, and live events that enhance user experience. The open in-app ecosystem extends beyond walled gardens, offering valuable reach across gaming, utility, and more. Advertisers should reassess in-app as a core channel, leveraging contextual signals and AI for effective, brand-safe campaigns.

Treating DSPs as interchangeable commoditizes ad buying. In reality, models differ sharply: two DSPs can view the same impression and bid differently based on unique training data and optimization signals. This is the product, not access. Advertisers should adopt a portfolio approach, using multiple DSPs to expand the outcome frontier. The goal isn't replacement but diversification, as models specialize in different user segments and patterns. Additionally, platforms owning the full feedback loop (closed system) gain compounding advantages in signal and learning velocity, creating structural data asymmetry.

Mobile marketing teams are scrutinizing whether AI improves creative output or just increases volume. Key insights: inadequate A/B testing (top advertisers run 50+ variations/week); evolving Creative Director role toward strategy and taste; and the contested 'human-made' label in AI-generated assets. Actionable focus: intentional testing, platform-native creative, and building compound systems over resetting campaigns.

The 2026 Finance & Crypto App Performance Benchmark reveals a 47% increase in UA spend and 2.15x re-engagement spend in 2025, with 8B+ global downloads. It analyzes spend gaps, retargeting shifts, and CPI by region and platform.

The article highlights three key consumer app trends for 2026: social features becoming retention drivers (e.g., Spotify messaging, Tinder Double Date), advanced retention mechanics from gaming (e.g., streaks, collections), and AI as an embedded utility (e.g., Gauth's Study Converter). For ad ops, these trends offer new hooks for acquisition and retention campaigns, such as aligning with social competition or event-based LiveOps. Marketers should shift from generic messaging to use-case clarity for AI features.

Structured experimentation drives sustained performance gains in complex marketing landscapes. Liftoff's PEPr program prioritizes high-impact tests via quarterly roadmaps, balancing quick 'Discovery' initiatives with proven 'Scale' executions. Key insights include the need for clear hypotheses, controlled setups, and patience to distinguish signal from noise. Advertisers now expect tests to prove incremental value, not just generate learning. Consistency across regions allows validated insights to scale confidently, making experimentation a competitive advantage.

Major sporting events like the Super Bowl create compressed advertising windows requiring structured preparation and disciplined execution. A leading prediction-market advertiser successfully scaled budgets using staged ramp-up, real-time optimization, and contingency planning. Key strategies included pre-mapped escalation plans, continuous pacing monitoring, and mid-stream adjustments to maintain performance stability. Post-event analysis highlighted the importance of centralized planning and trusted partnerships to navigate volatility. Advertisers who prepare structured approaches—budget scaling, pacing strategies, and clear KPIs—are best positioned to capture opportunities in upcoming events like March Madness and the FIFA World Cup.

Learna and Pengu demonstrate that breakout app growth often comes from adapting proven engagement mechanics to new contexts. For ad ops, this means habit loops like streaks and social accountability create strong retargeting hooks and precise lifecycle marketing opportunities. Learna applies streak systems to AI tutoring, making learning a daily ritual. Pengu uses co-op pet care and game design to boost retention and monetization. The takeaway: marketers who identify these mechanics early can scale campaigns more effectively.

Prediction markets like Kalshi, Polymarket, and Myriad blend financial mechanics with social and gamified features to drive deep engagement. Kalshi uses regulated markets and leaderboards, Polymarket leverages blockchain speed and daily rewards, and Myriad combines trading with media consumption. Robinhood's adoption signals mainstream momentum. For ad ops, these platforms showcase high-intent user behaviors, daily habit loops, and community-driven stickiness—providing a playbook for engagement design across app categories.

Liftoff's Creative Packages combine strategic services with AI-enhanced production to scale performance marketing. These engagements provide customized assets like video, playables, and UGC, supported by testing frameworks and performance insights. Marketers cut production timelines and overhead while improving asset quality through iterative, data-driven refinement. Key formats include Product Ads, Theatre Mode, and Playable2Video. AI tools like Cortex accelerate workflows without replacing human creativity, helping teams iterate smarter and align creative with campaign goals. Early results show UGC portrait videos outperform internal assets in value efficiency, and HTML interstitials boost CTR in lower-traffic placements.

AirBuds and FlareFlow show contrasting growth strategies: AirBuffs applies social network effects to music sharing, while FlareFlow leverages proven daily engagement tactics from short-drama apps. Key lessons for ad ops: prioritize retention via community features (AirBuds) and gamified rewards (FlareFlow). These approaches drive organic growth and high user engagement, critical for ad revenue scaling.

Q5 (late Dec-early Jan) offers mobile game advertisers lower CPMs and CPIs due to reduced brand ad spend, with Android CPMs dropping sharply and puzzle CPIs halving from December highs. Casual genres benefit most. Key strategies: run seasonal campaigns, shift Q1 budget to early January for cheaper installs, and re-engage lapsed users. Act early to build momentum for 2026.

Liftoff's PEPr program and Adapter strategy enable advertisers to scale performance via localized targeting, smarter audience design, premium supply, and optimal timing. Key innovations for Q4 include DMA and device language targeting, high-value user and contextual targeting, OEM and rewarded inventory, and weekend performance capture. These adapters convert Cortex AI insights into measurable gains, helping advertisers capture high-intent users during peak season. Advertisers should engage Liftoff's team to tailor adapter-led initiatives for campaign goals.

Liftoff rebrands to liftoff.ai, emphasizing its AI-driven identity. Cortex powers customer campaigns with real-time learning, while internal Gen AI tools enhance operations. Investors back this vision, reflecting confidence in AI's role in growth.

VX provides high-quality mobile app-only supply through direct SDK integrations, strict publisher vetting, independent verification, and continuous monitoring, ensuring verified, transparent impressions for premium brands.

For 2025 holiday success, ad ops decision-makers should ramp up UA spend early (summer to September) to build a user base for Q4, balance with year-round remarketing that spikes on key shopping days, and leverage interactive ads and UGC to convert shoppers. Front-loading UA on iOS and optimizing for sustained in-app revenue via loyalty flows are critical. Use AI to scale creative testing and personalize campaigns.

The Mobile Appdev Awards highlight four winners: DraftKings' Stats Hub (data-driven betting features), Trip.com's Trip Genie (AI travel assistant reducing churn), Snapchat's Snap Map (enhanced social features via personalization), and Pinterest's AI tools (background generation, recommendations, collages). Key takeaways: identify unmet audience needs, integrate AI to streamline user journeys, enhance existing features rather than build from scratch, and leverage AI for incremental UX improvements. These insights can guide ad ops in optimizing engagement and retention strategies.

The 2025 AppDev Awards highlight five mobile games that excelled in areas like collaboration events, social features, minigames, new releases, and long-term evolution. Key insights for ad ops include leveraging strong IP crossovers (e.g., Diablo Immortal x WoW), faction-based social events (Wild Rift x Arcane), high-revenue minigames (Merge Mansion), and sustainable monetization (Pokémon TCG Pocket). Brawl Stars' revival through collaborations, system updates, and live events offers a masterclass in user engagement. These strategies can inform ad targeting, monetization, and retention tactics.

Vungle Exchange now supports LiveRamp RampIDs, enabling buyers to target authenticated audiences with higher accuracy and persistent targeting, while publishers can unlock premium demand.