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Playable in-game ads are most effective but marketers should consider motivation

Playable mobile adverts have some of the lowest cost-per-install (CPI) at $1.98 below the average $3.79 for other gaming ad formats.

That’s according to the latest report by mobile app growth platform Liftoff published today based on an analysis of 805 billion impressions across 12.6 billion clicks and 200 million installs.

Playable ads were the clear winner for mobile marketers with CPI on Android coming in 2x less at $1.41 compared to $3.66 on iOS.

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