How to make high-performing AppLovin video ads

Insights from the top 1,000 video ads among web advertisers on AppLovin.

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Design for high-attention environments

Spend on AppLovin is split nearly evenly between Interstitial and Rewarded placements. Both placements get guaranteed attention.

Interstitial

Shown at natural breaks in gameplay. A skip button appears after at least five seconds.

Rewarded

Requested in exchange for an in-game reward. Video is unskippable once it begins — up to 60 seconds.

Prioritize videos longer than 30 seconds

Because interstitial placements offer 5+ seconds of guaranteed attention and rewarded placements are unskippable for up to 60 seconds, short ads underutilize available attention.

Share of spend by video length. Based on aggregate AppLovin data, top 1,000 videos by spend share.

Create longer videos using existing assets

Stitch together multiple UGC videos. Showing more than one creator also increases the chances an ad will resonate.

Focus on narrative

Successful advertisers on AppLovin invest in longer-form storytelling that clearly communicates brand, product, and value.

85%

of top-spending videos utilize voiceover

Share of spend by narration point of view among top-spending videos with voiceover.

First-person storytelling is an effective way to engage and build trust with users.

Use clear, legible captions

Many mobile gamers have sound off by default. To make sure your message resonates, use clear, legible captions.

Share of spend for captioned versus non-captioned videos.

Videos with captions drove 64% higher Day 0 ROAS than videos without captions for Mellow Sleep in an October 2025 experiment.

Without captions

With captions

Vary hooks and pacing

Strong early hooks

Attention-grabbing hooks in the first few seconds are important for retaining engagement after the skip button appears in interstitial placements.

Slower builds

Slower builds, layered storytelling, and educating on product features often performs particularly well in rewarded placements.

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