Mobile games are a fundamentally different attention context than social. Interstitial placements, shown at natural breaks in gameplay such as between levels, offer 5+ seconds of guaranteed attention. Rewarded placements, which users choose to watch in exchange for an in-game reward, are unskippable for up to 60 seconds.
Designing ads with this depth of attention in mind is key to unlocking better outcomes on AppLovin.
Characteristics of high-performing videos
Top videos on AppLovin are typically 30-60 seconds, have prominent captions, and tell a comprehensive story.
Length: 30+ seconds
Because AppLovin video ads have up to 60 seconds of guaranteed attention, short ads underutilize available attention. The majority of top-performing videos on AppLovin are longer than 30 seconds.
If you don’t have longer videos, you can create some using existing assets by stitching together multiple UGC videos. Showing more than one creator also increases the chances an ad will resonate.
Always use captions
Most mobile gamers play with sound off, so captions improve accessibility and significantly boost conversion. Use bold, legible font and highlight benefit keywords with color or stickers.
Videos with captions consistently outperform videos without captions. For example, videos with captions drove 64% higher Day 0 ROAS than (otherwise identical) videos without captions for Mellow Sleep.
Hook users in the first 3-5 seconds
Using a strong hook is important to keep users engaged past the 5-second unskippable window in interstitial placements.
Understand the traits of your winning videos, then iterate new hooks. Spin off audience-specific versions of winners, e.g., "Are you a busy mom?" and "As a new college grad on a budget..."
Hook strategies to test:
- Direct Problem Callout - Name the exact pain. Specificity = recognition.
- Bold Claim - Lead with the most dramatic result you can prove.
- Unexpected Demo - Visual proof beats any claim. Show, don't tell.
- Social Validation - Volume is trust. Lead with scale. # of 5-star reviews, happy customers.
- Data / Authority - Stat first, story second. Data earns attention.
Focus on storytelling and educating
In rewarded placements, videos play through their duration once they begin. This means you have users’ undivided attention. Slower builds, layered storytelling, and comprehensively educating on product features often performs well on AppLovin.
Tactics to create high-performing videos
Try some of these approaches to build ads that convert.
Mine 3-star reviews for video angles
3-star reviews often contain the richest objection data, making them a useful starting point for developing strong messaging. Once you identify the objection type, use the framework below to develop your script angle and visual treatment.
| Objection type | Script angle | Visual proof |
|---|---|---|
| Functional | Here is exactly how it works in 60 seconds | Product demo, lab testing footage |
| Emotional | Designed specifically for [identity] | Testimonials from relatable customers |
| Financial | Costs less than [familiar alternative] | Cost breakdown, comparison chart |
| Social | Join 127,000 customers who switched | Volume social proof, influencer usage |
| Trust | 30-day money-back. No questions asked. | Third-party certifications, guarantee language |
Script engineering: the 45-second blueprint
With AppLovin, you have the opportunity to give a full-funnel pitch within a single impression. Here's a sample video structure:
0-4s: Hook - Capture attention by disrupting patterns. Establish immediate relevance.
4-9s: Problem - Identify the pain point with specificity.
9-14s: Escalation - Show why ignoring this problem has consequences.
14-22s: Mechanism - Reveal your unique solution and how it works.
22-27s: Proof - Demonstrate effectiveness through data, testimonials, or a demo.
27-36s: Offer - Give the consumer a compelling reason why now is the time to buy.
36-45s: CTA - Clear directive: one action, no confusion.