Sensor Tower – Creative Highlights, Sep 2025

The main theme of the report is related to the analysis of creative trends in mobile app advertising.

Key findings include the continued use of celebrities in advertising, such as Jimmy Fallon, to expand the mass market. The use of long videos, such as minute-long creatives in games, for deeper storytelling. Focus on authentic and humorous content featuring influencers. Increase in the number of ads created using artificial intelligence. Emphasis on offering 'ad-free' options for premium users. Concentration of advertising spend on specific genres, with sports and racing games absent from major campaigns.