Decoding Ad Creatives & AI App Marketing with Summer Liu, CMO at SocialPeta
The mobile advertising landscape is shifting faster than ever. In a recent episode of the Performance Growthcast by AdChampagne, Summer Liu, CMO at SocialPeta, shared her insights on the current state of ad intelligence, creative trends, and the undeniable impact of AI on the industry.
With over a decade of experience and a platform that tracks over 2 billion creatives globally, Summer offered a deep dive into what top advertisers are doing to stay ahead.Here are the key takeaways from the conversation.
For a more comprehensive look at the data driving these insights, you can download the full 2026 Global Mobile Apps Marketing Trends White Paper.
The Consolidation of Advertisers and the Explosion of Creatives
One of the most striking trends discussed is the shrinking number of active advertisers coupled with an explosion in the volume of creatives per advertiser. This consolidation signals a highly competitive environment, particularly for non-gaming apps.
Summer attributes this shift to two main factors:
- AI Technology: Tools like Nano Banana have significantly lowered the barrier to massive creative production, allowing advertisers to generate variations at scale.
- Platform Mechanisms: The algorithms of major advertising platforms increasingly demand fresh, high-quality creatives to maintain performance.
"I can firmly tell you that the creative span is shortened. Not only last year, it’s a trend in recent years."
— Summer Liu, CMO at SocialPeta
This shortened lifespan means advertisers must constantly innovate and update their creatives, sometimes on a weekly basis, to combat ad fatigue.
The Dominance of iOS and the Pursuit of User Value
There is a clear and growing shift in ad creatives toward iOS over Android. When asked what drives this trend, Summer was straightforward: it comes down to user value and revenue.
Advertisers are prioritizing US iOS users because they consistently demonstrate higher Average Revenue Per User (ARPU). Regardless of the product genre, the ultimate goal is revenue, making the iOS audience the most lucrative target.
The Rise of AI Apps and the "Knockout Match"
The AI app market in 2025 is described as a "knockout match," with intense competition leading to the disappearance of many advertisers in other verticals. So, what separates the successful AI apps from the rest?
According to SocialPeta's data, top advertisers are leveraging popular app genres, such as short dramas, novels, and audiobooks. The winning formula for their creatives often involves:
• A dramatic start in the first three seconds to immediately capture attention.
• A winding story with an unexpected twist.
• A clear call-to-action, such as "watch the end for free."
Successful advertisers maximize conflict and contrast within a short timeframe to engage viewers effectively.
Case Studies: Perplexity and Dola
Summer highlighted the distinct strategies of leading AI apps like Perplexity and Dola:
• Perplexity: Utilizes a diverse range of formats, including videos, carousels, and images. They feature traditional demonstrations alongside real-people conversations to explain core features.
• Dola: Focuses almost exclusively on video ads across multiple networks (Meta, Google, TikTok, AppLovin). Their creatives predominantly feature real-people narratives, where a video is generated based on the person's description.
Global Creative Trends: Real People and Video Dominance
Across the board, certain creative formats consistently outperform others. Real-people interviews and split-screen demonstrations are highly effective, a strategy AI apps have seemingly adopted from successful gaming creatives.
Video remains the dominant format globally. As Summer pointed out, the more native an ad format is to the platform (like TikTok, Facebook Newsfeed, or Reels), the better it performs. However, there are exceptions. In regions with less robust infrastructure, static images are preferred due to lower data costs. Additionally, for products like Perplexity, an image of its chat interface can perfectly convey its value proposition.
AI in Creative Production: A Double-Edged Sword
The integration of AI in creative production is a hot topic. Can AI-generated ads guarantee performance while improving efficiency?
Summer noted that for AI products, audiences naturally accept AI-generated ads, and many of these creatives rank as top performers. However, for other product categories, the reception is mixed. Some viewers specifically dislike advertising materials that appear AI-generated.
Regional Nuances in Advertising Strategies
Advertising strategies must be tailored to regional preferences:
• North America: Quantity and fast-paced videos are crucial. Elements like pets (dogs and cats) perform exceptionally well.
• Japan and South Korea: These markets demand local elements, such as K-Pop and VTubers. AI-generated creatives are adopted more slowly here because they can dilute these essential localization advantages.
• Europe: Advertisers in Europe focus heavily on highlighting free downloads, early-bird discounts, and daily free offers, catering to a user base with a lower willingness to pay upfront.
Looking Ahead
When asked to describe SocialPeta in three words, Summer chose:
Powerful, intelligent, efficient.
With exciting new features like AI analysis on the horizon, SocialPeta continues to equip advertisers with the insights needed to navigate an increasingly complex landscape. As the industry evolves, staying informed and adaptable will be the key to unlocking future growth.
