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.

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 full-screen and interactive, and each impression is delivered in sequence across three parts. The full experience is watched for a median of 35 seconds.

1. Portrait video

The experience opens with a full-screen video. The video component is unskippable for up to 60 seconds, holding the user's full attention during the moment of highest engagement. 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 page is 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 are a meaningful driver of performance, contributing 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.

For inspiration and examples, refer to the Interactive Pages Library.

3. Dynamic Catalog

The experience ends with a dynamic catalog, giving users a more engaging way to discover and interact with the brand. The dynamic catalog predicts and promotes the most relevant products for each user, turning a single impression into a personalized, shoppable moment.

For more information on Dynamic Catalogs and 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.