How to Choose the Right Ad Formats for Your App in 2025

When it comes to user acquisition and monetization, choosing the right ad format isn’t just a creative decision — it’s a performance one. The right format can increase installs, boost engagement, and even reduce churn. The wrong one? It can kill your metrics before your campaign even has a chance.

In this guide, we’ll walk through the most effective ad formats in 2025, how they perform across verticals, and how to match them to your app’s goals — with real insights from the Mobihunter team.

Today’s users are more ad-aware than ever. They swipe past static banners in milliseconds and are quick to uninstall if they feel bombarded.

That’s why ad format is no longer just about aesthetics. It’s about fit — fit with your audience, your user journey, and your product goals.

At Mobihunter, we’ve run hundreds of campaigns across gaming, fintech, health, and lifestyle — and we’ve seen how much format can influence:

• CPI and CPM
• Engagement rate (CTR, VTR)
• Retention
• Purchase conversion rate

Let’s break down the formats and when to use them.

Best for: Games, interactive apps

Why it works: Gives users a taste of the experience, leading to higher-quality installs.

Watch out for: High production cost and platform restrictions.

At Mobihunter, playable ads regularly deliver lower CPI and better Day 1 retention for casual and mid-core games - especially on TikTok and UAC.

Best for: Games, finance apps with “value unlocks”

Why it works: The user chooses to engage, creating a positive sentiment. Watch out for: Relevance — don’t offer rewards that distort user behavior.

Best for: Utilities, lifestyle, health

Why it works: High visibility; great for awareness or strong CTAs.

Watch out for: Can frustrate users if not timed correctly.

Best for: News, content, social

Why it works: Seamlessly blends with UX; often higher CTRs.

Watch out for: Requires strong creative matching and copywriting.

Best for: Retargeting, low-budget testing

Why it works: Cheap and easy to scale.

Watch out for: Ad fatigue, blindness, and low engagement in many verticals.

Best for: Apps targeting Gen Z / Millennial audiences

Why it works: Emotion-first, story-driven — great for awareness + installs. Watch out for: Needs frequent creative refreshes due to fast fatigue.

There’s no one-size-fits-all. But here are a few principles we use at Mobihunter to decide:

1. Start from your user journey

• Is your app complex? → Consider playables
• Is your value prop visual? → Use short-form video
• Is your user skeptical? → Go with testimonials or influencer-style UGC

2. Match to monetization

• IAP-driven games → Rewarded and playable ads
• Subscription apps → Native ads with benefit-driven CTAs
• One-time tools → Interstitials + static retargeting banners

3. Test, track, and refresh

Even the best format burns out. We recommend:

• Weekly CTR monitoring
• 3–5 variations per format
• Refreshing every 10–14 days on TikTok, Meta.

Ad formats are not just delivery vehicles. They're experience builders. The format you choose sets the tone, expectation, and perceived value of your app from the very first second.

If you're unsure which formats fit your app best — or want to benchmark against your industry — we're happy to help. At Mobihunter, we've scaled apps across every major category using the right mix of format, platform, and creative angle.