Ad Format

AppLovin ads run inside mobile games — an environment built for attention. Players are already engaged and present, making them uniquely receptive to what's in front of them.

Each impression is delivered as a sequence of three parts: a full-screen video, an Interactive Page or image, and a Dynamic Catalog. Together they move the user from attention to intent to action.

Learn more about AppLovin’s ad experience.

Where ads appear

AppLovin runs ads across thousands of mobile apps and games. Two primary ad placements interstitial and rewards. Spend is split nearly evenly between the two, and AppLovin’s AI engine determines when to show your ads in either.

• Interstitial ads are shown during natural gameplay breaks, such as between levels. Users must watch at least five seconds of the video before they can skip and be shown the interactive.
• Rewarded ads are shown when a player chooses to watch a video in exchange for an in-game reward. Once the video begins, it plays through its duration, up to 60 seconds. The interactive is shown once the video concludes.

In both cases, there's no scrolling past, no swiping away, and no fighting for attention in a crowded feed. This creates a focused ad environment where users are not passively scrolling, but actively engaged in the experience. In rewarded placements, users actively choose to watch, creating a uniquely receptive moment for brands.

The 3-part experience

In both placements, the experience is fullscreen and interactive, and each impression is delivered in sequence across three parts. The full ad experience is watched for a median of 35 seconds.

1. Portrait video

The video is the first part of the ad, which is fullscreen and unskippable for up to 60 seconds. This is where the story gets told, the hook, the product, the offer.

For guidance on video execution, refer to the video best practice article.

2. Interactive Page

The interactive is shown immediately after the video and acts as a mini-landing page inside the ad. It's built to convert attention into action with clear calls to action, product showcases, or branded visuals. Brands often use this space to lead with popular ad copy, promotions, or social proof messaging. It is an additional opportunity to reinforce your message, ensure users remember your brand, and drive engagement. Interactive Pages can contribute up to 50%+ of the clicks of a creative set.

There are three ways to source the interactive for this part of the experience:

• AI-Generated — automatically appear in your account free of charge. The zero-effort default, ideal for getting started quickly.
• AppLovin Creative Studio — design customized layouts, buttons, and product showcases.
• Existing Assets — use existing 9:16 image assets and AppLovin Ads automatically create a CTA. A fast middle path if you already have portrait creative.

Learn more about how to create high-performing interactives.

3. Dynamic Catalog

The Dynamic Catalog appears after the Interactive Page, giving users an additional way to interact with the brand. Dynamic Catalog shows users personalized product or offering recommendations. Advertisers that use it typically see higher conversion metrics than those that don't.

There are two types of Dynamic Catalogs:

• Dynamic Product Catalog: presents a range of relevant offers to your audience without requiring a product feed
• Dynamic Offering Catalog: makes your campaigns more impactful by showcasing personalized product recommendations from your Product Catalog

For a cheat sheet on which catalog type is right for your business, refer to the Dynamic Catalog page.

When each component is used effectively, the format gives brands multiple opportunities within a single impression to capture attention, reinforce the message, and drive users toward action.

When each component is used effectively, the format gives brands multiple opportunities within a single impression to capture attention, reinforce the message, and drive users toward action.