Now mobile advertising takes up 75% of all digital budgets, as users spend more than 5 hours a day in mobile applications. Mobile advertising is no longer just a tool, but the basis of performance strategies for brands, companies and buyers. Below we will consider formats with real cases, the best mobile ads platform and effective tactics.
Market status: why mobile advertising wins
Mobile advertising in 2026 is an in-app ecosystem with 8 billion active devices. Also, regular banners can lose due to ad blockers. Currently, mobile advertising and its development prospects are closely tied to AI, which enables high-accuracy conversion predictions and targeted advertising that considers user privacy.
For example, in Ukraine, TikTok Shops and Instagram Reels give vertical videos a conversion 4 times higher than horizontal formats. Therefore, mobile advertising is a must-have for performance campaigns.
Top mobile advertising platforms
Best mobile ads platform in 2026 offer different approaches depending on the vertical and campaign goals. Here are the most effective platforms with current metrics for the Ukrainian market:
- Google AdMob leads in terms of fill rate (98%) and easy integration for Android/iOS applications. The main formats are rewarded videos and interstitial ads. Ideal for app installs and gaming verticals.
- Meta Audience Network is distinguished by precise targeting and vertical videos for Stories/Reels. Native advertising harmoniously fits into the Instagram/Facebook feed. The best option for online stores and branding in general.
- PropellerAds specializes in performance verticals. Popunder (advertising under the site) and push notifications give the highest conversion. Therefore, this type of advertising is popular for gambling and bioadditives.
- RichAds offers 5 billion impressions per day with the push format in the page. A fairly good choice for arbitration of tier 2-3 countries.
| Platform | Main formats | CPM (Around) | CVR | For whom |
| Google AdMob | Rewarded videos, cross-level | $1.2-2.5 | 12% | Installing applications |
| Meta Audience Network | Natively served advertising, vertical video | $0.8-1.8 | 15% | Online stores |
| PropellerAds | Popunder, push notifications | $2-5 | 18% | Gambling, dietary supplements |
| RichAds | Push in page | $1.5-4 | 16% | Arbitrage |
Mobile ad formats that convert
Rewarded video
This is when a user watches 15-30 seconds of advertising in exchange for in-game bonuses (coins, lives, etc.).
Why it works: CTR 25%, completion 85% — people watch to the end for the reward.
Where to run: Unity Ads, Google AdMob. Best for app installs and gambling.
Vertical video 9:16
The format for Stories/Reels converts 40% better than horizontal videos.
UGC content in advertising
UGC increases trust by 4 times and sometimes increases distribution colossally.
Ukrainian UGC cases:
- Vadrus.ua — characters-consultants in content
The characters Svyatka Vasylivna and Gabrielochka shoot creative and entertaining videos with shoes in different situations. 15-30-second videos with humor demonstrate both life problems and show the range of shoes. While watching, the effect of watching a TV series is created – a high save rate.
- Crystal Salon — wedding dresses
Models demonstrate dresses to trends and popular music. There are both close-ups and “eyeliners” for the distribution and discussion of dresses, which gives a high percentage of transfers in Direct.
- Video as an element of “promotion” of a sports trainer
Whether it’s parodies of incorrect exercises or acting out comical situations in the gym – it doesn’t matter if after that the trainer finds his audience and new clients. 20-second videos end with a CTA to sign up for a class. And this is a fairly effective method that attracts young people to contact you due to the recognition of the expert and an interesting vibe.
Meta Ads Cases:
- Skincare eCommerce
15-second before/after video achieved ROAS of 5.06X, reaching 2.6 million users. Quite general audience (18-45 years old, interested in cosmetics), but clicks +185%.
- B2B Educators
Explanatory video (45s) with retargeting of website visitors — cost per result of £0.27 when reaching 60 thousand teachers. A/B test 3 videos → scaling the best creative.
Success strategies: from test to scale
- A/B testing — test at least 3 creatives, 2 geos, different budgets
- AI targeting on first-party data (GDPR 3.0 compliance)
- Tracking via AppsFlyer + Google Analytics
- Scaling at ROAS >1.5 with retargeting (x3 conversion)
Mini-checklist for creating a successful rewarded video:
- Duration 15-22 seconds, hook in the first 3 seconds
- CTA “Get bonus” with animation at 25-27 seconds
- Test on Unity Ads — +35% installs
Mobile advertising and its development prospects
Imagine that your advertising is not just displayed, but interacts more deeply with the user. Here is what awaits mobile advertising in the near future:
- AR filters in advertising – like Instagram filters, but for products. The user “try on” glasses or sunglasses right in the advertisement. Engagement increases by 50%, because people like to play with technology.
- Web3 rewards – tokens or points for viewing advertising. Watch 30 seconds of a video about the crypto exchange and get $0.10 to your wallet. It’s like a rewarded video, but decentralized.
- CTV integration – advertising on YouTube Shorts and Smart TV through a mobile application. Since 70% of YouTube mobile views are vertical videos, which perfectly convert into app installations.
- Predictability for the best mobile ads platform – algorithms themselves determine who to show the advertisement to and at what price. The accuracy of the CVR forecast will reach up to 95% in the future.
- Key trend: Mobile advertising is moving from intrusive banners to becoming an enhanced user experience. Advertising becomes part of the game, shopping, entertainment, and not an obstacle.
Conclusion
Mobile advertising in 2026 determines the market leaders depending on the field of activity (AdMob, PropellerAds, Meta).
Recommendations that have proven themselves well in practice:
- Gambling/bio supplements: PropellerAds (advertising under the site) + rewarded video.
- Online stores: Meta advertising, launching characters recognizable from the brand or in general. First, check the success in a regular publication, then test the best from the video in advertising.
- Services: Reels with an authentic vibe + leave options for feedback.
- Mobile advertising and the prospects for its development lead to a personalized user experience. Therefore, those who successfully adapt mobile ads to AI-targeting and privacy data will be on the horse.