Can it be possible that 99% of ads for midcore games fail to address one of the most important factors in drawing new players in? In this Mobile Heroes Uncensored we dive into Liftoff’s creative index report. Based on analysis of 805 billion ad impressions -- yes you got that number right -- the report highlights what works and doesn’t work in mobile advertising. Our guests: James Haslam, Senior Marketing Insights Manager, Liftoff Justin Nield, Associate Manager, Brand Creative, Liftoff What we learn: far too many ads ignore key user motivations, one very old and much-maligned ad unit is actually an all-star, what hooks new users in fintech, and much, much more … Timestamps 0:00 What 99% of mobile ads miss 2:30 805 billion ad impressions 4:40 Banner ads don’t suck 5:35 Most surprising insight 8:00 Banner ads actually rock 12:07 Creative strategy in 2022 14:30 12 user motivations for gamers 22:42 E-commerce creatives 24:00 The makeup-applying robot 25:00 Top tips for ad creative