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Liftoff Mobile Ad Creative Index Reveals UGC and Interstitial Ads Are Key to Unlocking Advertising ROI

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The report, based on data from 602 billion impressions, found playable ads 20x more likely to drive installs than banners in gaming, and UGC ad creative from Liftoff Influence has 20% lower CPI than other video formats

SAN FRANCISCO, March 4, 2024 /PRNewswire/ — Liftoff, the leading growth acceleration platform for the mobile industry, has unveiled its sixth annual Mobile Ad Creative Index. The report analyzes trends across four key app verticals: gaming, e-commerce, finance, and entertainment.

 

 

With increased competition, the report highlights the need for advertisers to optimize spending across platforms and ad formats. For e-commerce, the cost per install (CPI) on Android is lower across all ad types, with native ads offering the strongest value at $0.65. On iOS, banner ads deliver the most cost-efficient results with a $1.37 CPI. The data also revealed a substantial variance in video ad pricing between platforms, averaging $1.15 on Android versus over twice that at $2.83 on iOS.

The report is based on findings from over 602 billion impressions across 49.4 million clicks and 144 million installs between January 1, 2023, and January 1, 2024.

Key findings include:

For gaming apps, native ads win on iOS, while playables conquer Android

When analyzing the CPI of ad formats across different platforms, native ads proved to be the most cost-effective on iOS at $3.09. In contrast, playables were identified as the best budget-friendly option on Android at $0.60. The cost of playables on Android was less than half the cost of native ads, at $1.22.

For gaming apps, playable ads are 20x more likely to drive installs than banner ads

When it comes to mobile games, ad conversions can be tricky. However, gaming ads with a video or playable element have a much higher chance of driving an install than banner ads. They are 20 times more likely to do so. That said, native and banner ads still generate the most ROI 7 days post-install, with native ads at 20.26% and banner ads at 18.20%. However, the expectations of the game and the genre it belongs to can greatly affect the ROI outcomes.

For e-commerce apps, Android’s affordability wins with $0.65 native ads

When it comes to e-commerce advertising on mobile, there are some notable differences in performance and pricing between platforms. Overall, Android ads tend to be cheaper. Specifically for native ad formats, the best rate on Android is $0.65. For iOS, banner ads are the most cost-effective at $1.37. Looking at ad performance, video ads are significantly more likely to drive app installs compared to banners—by as much as 1400%. However, after an app is installed, native and banner ads are better at driving that critical first purchase. Install-to-purchase conversion rates for native and banner ads are over 30%, while video and interstitial ads see lower rates around 16%.

For finance apps, interstitial ads see 18x higher conversion rates compared to banner ads

When it comes to finance apps, there are major discrepancies in performance and pricing between platforms. Specifically looking at average install costs, Android hovered just under $1 across ad formats. However, three out of four formats on iOS exceeded $5, with interstitial ads costing over five times more than Android. For conversion rates, banner ads saw the lowest install likelihood for finance apps, while video and interstitial fared over 15 and 18 times higher, respectively.

UGC holds the key to unlocking advertising ROI

Liftoff’s top advertisers are employing user-generated content (UGC) for user acquisition (UA) and retargeting campaigns. UGC ads created by the Liftoff Influence team, which fosters direct relationships with influencers, assists with UGC ad production and scales UGC campaigns, exhibit a 20% lower CPI than other video creatives. Influencer UGC also showed a four times stronger return on advertising spend (ROAS) when tested against brand content, with a 152% increase on average in impression-to-install conversion rates.

Generative AI tools are already transforming ad technology and performance as well, with 91% of organizations expecting their productivity to increase from implementing generative AI, from using AI to source ideas to generating images. “When it comes to creative, the name of the game is efficiency. Leverage Gen AI for faster, more scalable creative ideation and production. On the commercial side, AI automation can help you get sales and operations teams the information they need at unprecedented speeds,” said Aidan Quest, Senior Director of Generative AI at Liftoff.

For more details about Liftoff and to download the full report, visit here.

Methodology

The 2024 Mobile Ad Creative Index report, published by Liftoff, presents a comprehensive analysis of the mobile advertising landscape. The report draws on internal data analysis conducted between January 1, 2023, and January 1, 2024, examining over 602 billion impressions, 49.4 million clicks, and 144 million installs to deliver insights on the performance of mobile ad formats. The report evaluates the effectiveness of various mobile ad formats, including banners, interstitials, playables, videos, and native ads. The report’s findings provide valuable insights into the evolving mobile advertising landscape and are a valuable resource for marketers and advertisers seeking to optimize their mobile advertising strategies.

About Liftoff

Liftoff is the leading growth acceleration platform for the mobile industry, helping advertisers, publishers, game developers, and DSPs scale revenue growth with solutions to market and monetize mobile apps. Liftoff’s solutions, including Accelerate, Direct, Influence, Monetize, Intelligence, and Vungle Exchange, support over 6,600 mobile businesses across 74 countries in sectors such as gaming, social, finance, e-commerce, and entertainment. Founded in 2012 and headquartered in Redwood City, CA, Liftoff has a diverse, global presence.

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Air and Fathom5 Partner to Modernize Naval Fleet Readiness

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ARLINGTON, Va. and AUSTIN, Texas, July 20, 2026 /PRNewswire/ — Air, the leader in Enterprise Readiness, and Fathom5, a technology company dedicated to secure infrastructure for AI-powered machines, today announced a strategic partnership to transform the U.S. Navy’s maintenance, repair, and overhaul (MRO) capabilities.

The collaboration follows Fathom5’s selection as a winner in the Defense Innovation Unit’s NextMRO Prize Challenge Phase III, which aims to replace antiquated, siloed logistics frameworks with integrated, data-driven software. Fathom5 won based on its ability to transform real-world Navy data into intuitive, sailor-facing applications at the tactical edge.

To scale this solution for enterprise-wide Navy procurement, Fathom5 and Air are uniting Fathom5’s industry-leading, warship-deployed Condition-Based Maintenance AI with Air’s Enterprise Readiness platform. Air’s platform is purpose-built to close the “Readiness Gap”—the dangerous chasm between what the front line needs and what the enterprise delivers. It fuses predictive analytics, supply chain visibility, and repair cycle forecasting into a unified system that operates across Organizational, Intermediate, and Depot maintenance.

Together, the companies will address the Navy’s most critical sustainment vulnerabilities with the ability to:

Eliminate data silos and provide a single, authoritative source of truth.Use natural language to query technical manuals, analyze parts availability, proactively forecast issues, and identify alternative vendors in seconds, andAllow forward-deployed Sailors to execute work orders offline in Degraded, Denied, Intermittent, and Limited (DDIL) environments.

Proven Defense Impact

Air brings a successful track record of optimization across the Department of War. In recent sustainment operations, Air delivered a 99.6% reduction in part identification time, identifying replacement parts and suitable substitutes in minutes instead of days. By accelerating part allocation and replacing manual processes, the platform has saved commands hundreds of down days annually while sustaining 90% equipment readiness across echelons.

“This partnership will be pivotal as we work to close the Readiness Gap,” said Tara Murphy Dougherty, CEO of Air. “Together, Fathom5 and Air are uniquely positioned to accelerate Naval logistics by drastically shortening turnaround times, maximizing asset availability, and executing modern digital workflows at the speed of operational demand.”

“The future of naval readiness depends on giving Sailors the right information at the right time, wherever the mission takes them,” said Zac Staples, Founder and CEO of Fathom5. “By combining Fathom5’s AI-powered Condition-Based Maintenance capabilities with Air’s Enterprise Readiness platform, we’re helping transform maintenance from a reactive process into a predictive, data-driven advantage. Together, we’re enabling a more resilient fleet that can sustain operations in contested environments while keeping more ships mission-ready.”

About Fathom5

Fathom5, headquartered in Austin, Texas, develops secure digital infrastructure and advanced actuator technologies that strengthen the resilience and readiness of complex industrial systems. The company has achieved significant milestones, including delivering the first program-of-record artificial intelligence system deployed aboard a U.S. Navy warship and securing 17 patents across actuator technology and cybersecurity. Through its flagship Nsyte platform, Fathom5 provides secure edge infrastructure for maintenance and readiness applications, enabling advanced analytics and actionable insights at the point of need.  For more information, please visit www.fathom5.com.

About Air

Air, formerly Govini, created Enterprise Readiness, a new category of AI-native systems that close the Readiness Gap, the dangerous chasm between what the front line needs and what the national security enterprise can deliver. Air Enterprise Readiness platform aligns development, production, delivery, and sustainment into one coordinated execution system, revealing true capacity, exposing real constraints, coordinating critical resources, and executing at the speed of operational demands.The result: the national security enterprise has what it needs to succeed. For more information on Air and the Enterprise Readiness platform, visit www.air.ai.

Media Contacts

Fathom5: coleman@zilkermedia.com

Air: media@air.ai and air@weareinvariant.com

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SOURCE Air

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DoubleLine Paper: Honebuto Shock: Japan Courts a Truss-Like Redux

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TAMPA, Fla., July 20, 2026 /PRNewswire/ — Sell-offs in Japanese Government Bonds (JGBs) and the yen have put Japanese Prime Minister Sanae Takaichi on notice, a DoubleLine paper argues, that Japan’s creditors have little tolerance for her government’s unorthodox proposal for a mixture of unfunded fiscal expansion with docile central-banking. 

Surveying the “Honebuto shock,” so-named after debt-and-yen sell-off following Tokyo’s annual fiscal policy statement, Bill Campbell, head of the DoubleLine’s Global Sovereign & Emerging Markets team, sees parallels to the gilts and British pound revolt over a 2022 proposal for unfunded fiscal expansion by U.K. Prime Minister Liz Truss that swiftly brought down her government.

“Having committed to more than 370 trillion yen of public-private investment through fiscal 2040, the government is calling for monetary policy “in coordination with” that growth agenda,” Mr. Campbell writes. “In the eyes of the financial markets, this demand for the subordination of monetary policy to a political platform only adds fuel to the fire beneath a central bank already under criticism for what critics deem an overly cautious rate-hiking path.”

Mr. Campbell warns, “The Takaichi government should not assume the JGB market, having found its voice, will prove more patient than the gilts market that laid low the Truss government in 2022. In today’s inflationary climate, fiscal credibility is earned, not presumed – even in the G-7 countries. And a G-7 sovereign who embarks on unfunded fiscal expansion risks courting a buyers’ strike.”

The paper, titled “Honebuto Shock: Japan Courts a Truss-Like Redux,” is available here: https://doubleline.com/wp-content/uploads/DoubleLine_Honebuto-Truss-Redux_Campbell_071526.pdf

Mr. Campbell heads the Global Sovereign & Emerging Markets team at DoubleLine and serves as the lead Portfolio Manager for emerging markets and international fixed-income strategies. He is a permanent member of the firm’s Fixed Income Asset Allocation Committee. Mr. Campbell has written extensively in research papers and client briefings on evolving trends and episodic developments in global fixed income and currency markets. He holds a B.S. in Business Economics and International Business, as well as a B.A. in English, from Pennsylvania State University and an M.A. in Mathematics, with a focus on Mathematical Finance, from Boston University.

About the Global Sovereign & Emerging Markets Team

The Global Sovereign & Emerging Markets team at DoubleLine manages $XX billion in assets in sovereign debt, including U.S. Treasuries and non-U.S. sovereign issues, and corporate fixed income securities by issuers domiciled in ex-U.S. developed and emerging markets. The team comprises 14 investment professionals, including portfolio managers, analysts and traders.

About DoubleLine

DoubleLine Capital LP is an investment adviser registered under the Investment Advisers Act of 1940. DoubleLine’s offices can be reached by telephone at (813) 791-7333 or by email at info@doubleline.com. In addition to its headquarters in Tampa, Fla., and an office in Los Angeles, DoubleLine has offices in Dubai, London and Tokyo. Media can reach DoubleLine by email at media@doubleline.com.

DoubleLine® is a registered trademark of DoubleLine Capital LP. 

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SOURCE DoubleLine

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Signeasy expands beyond eSignatures with Intelligent Contract Management for growing businesses

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The platform combines eSignatures, AI-powered contract insights, renewal tracking, and a centralized contract repository to help businesses manage contracts from signature to renewal.

DALLAS, July 20, 2026 /PRNewswire/ — Signeasy today announced its Intelligent Contract Management platform, extending its product capabilities into every stage of the contract lifecycle. The platform gives Finance, Legal, Sales, HR, Procurement, and Operations teams one place to sign, manage, and get insights from every contract.

For most growing businesses, the real work starts after a contract is signed. Renewal dates, payment terms, obligations, and key clauses end up scattered across inboxes, shared drives, and spreadsheets. Without a large legal operations team, keeping track of them is manual, reactive work.

Signeasy’s Intelligent Contract Management platform closes this gap. It brings eSignatures, a contract repository, and contract intelligence into one platform.

“Contracts touch every part of a business — Finance, Legal, Sales, HR, Procurement, Operations — but the tools to effectively manage them have always been built for enterprise legal teams. We built Intelligent Contract Management so lean teams get the same contract visibility and intelligence as companies five times their size.”

— Sunil Patro, Founder & CEO, Signeasy

Signeasy’s Intelligent Contract Management platform includes:

Centralized Contract Repository: Store every executed contract in one searchable place — no digging through inboxes or shared drives.Conversational AI search: Ask questions about any contract in plain language, follow-up, and get answers with context instead of reviewing documents manually. Customer data is never used to train AI models.Key Term Extraction: Surface payment terms, renewal dates, obligations, and termination clauses instantly.Renewal Tracking and Alerts: Get automated reminders before contracts expire or auto-renew, so commitments never catch teams by surprise.Team Workspaces: Share visibility into contract status, with confidentiality controls for every team that touches contracts.eSignatures: Collect legally binding signatures from anywhere, on any device, and automate approval workflows to get contracts signed faster.

There’s no six-month implementation cycle. Businesses can bulk import existing contracts and onboard teams within hours with hands-on support from Signeasy.

Signeasy’s Intelligent Contract Management platform is available now. Visit www.signeasy.com to request a demo.

About Signeasy

Signeasy is an Intelligent Contract Management (ICM) platform built for growing businesses managing contracts across Finance, Legal, Sales, HR, Procurement, and Operations. Teams can prepare, sign, track, and manage contracts from one platform, with AI-powered workflows, integrations for Microsoft, Google, and HubSpot, and enterprise-grade security and compliance. Over 48,000 businesses globally use Signeasy to cut contract cycle times, reduce risk, accelerate revenue, and drive better business outcomes.

Media contact
Dhivya Venkatesan
Signeasy
Email: dhivyav@signeasy.com

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SOURCE Signeasy

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