Winning the Scroll: What's Working Now in Video Ad Creation

Video ads are still one of the most powerful formats in mobile marketing today. However, simply being there isn't enough to capture attention, as not every viewer has the patience to sit through these ads. In a world of endless scrolling, how can you create video ads that don't just fade into the background?

This blog explores the key trends and creative principles shaping today's mobile video landscape. From short-form and interactive formats to AI-powered video ad makers, we break down what's working now and what you can do to make your ads stand out.

Winning Video Ad Trends in 2025

Short-Form Video Ads

The rise of short-form video on social platforms has not only changed the way users consume content, but also reshaped the digital advertising landscape. With shrinking attention spans, users now favor bite-sized content that offers immediate entertainment or information without demanding too much of their time.

For advertisers, this shift highlights the need for brevity. Every second of the video ad creative should be designed thoughtfully and the ad should feel integrated rather than a disruptive interruption.

Interactive & Playable Ads

To move beyond passive viewing, marketers are increasingly turning to interactive ads, which create a two-way conversation with the user. These ads give users control over their ad experience, transforming potential interruption into an engaging interaction. Common types include swipeable stories, 360-degree product views, and the increasingly popular playable ads.

Playable ads combine video and interactivity, allowing users to "sample" a game or app directly within the ad itself before committing to a full download. This hands-on experience makes ads fun and memorable, minimizing the feeling of intrusion. As a result, users are more likely to engage with the ad, leading to higher conversion rates and more qualified installs.

To streamline production, creative automation platforms like Playturbo offer tools such as the Interactive Video Editor, which can automatically generate playable ads from existing video assets. Its intuitive and flexible interface simplifies both the design and publishing process, helping brands scale creative output more efficiently.

Rewarded Video Ads

Rewarded video ads are one of the most popular ad formats in mobile apps. These ads motivate users by offering valuable in-app rewards, such as extra lives, virtual currency, or premium content, in exchange for watching an ad. 

For users, rewarded video ads are less disruptive because participation is voluntary; they can choose to watch or ignore the ad depending on whether they want the perks. It also creates a win-win for app developers and advertisers. For developers, rewarded video ads drive higher engagement and lead to an increase in in-app activity or ad revenue. For advertisers, these ads ensure their message is delivered to a more attentive audience, which means a higher completion rate as well as more qualified leads.

Key Principles of High-Performing Video Ads

The First Three Seconds Rule

While it may sound like a cliché, the importance of the first three seconds of the video ad can't be overstated, especially in the crowded mobile ad space. Why? Because viewers are more likely to pay attention to the first few seconds of the ad before they decide whether to proceed watching. That said, if the ad doesn't grab their attention right away, viewers are more likely to skip it.

However, it doesn't mean that your video needs to tell the entire story right away. Instead, it must spark enough curiosity from viewers to encourage them to keep watching and take action.

Designed for Sound-Off Viewing

This might seem counterintuitive for a video ad, but silent viewing is becoming increasingly common, especially on mobile devices. Consider how frequently people check their phones in public spaces; watching videos without sound has become the norm.

To compensate for the lack of audio, strong visuals and clear on-screen text are the priority. You can be creative with it: use animated overlay text, bold captions, or visual cues to deliver your message. Alternatively, simple captions also work well and improve comprehension. One thing to keep in mind is not to overload the screen, as cluttered visuals and excessive text can make the ad hard to follow and overwhelming.

Authenticity Over Perfection

We all want our creatives to look polished, but perfection isn't always the goal. Ads that feel too scripted can come off as artificial or even detached. You may think this only applies to consumer brands, but it is just as relevant in mobile game advertising. 

There are examples of mobile video ads featuring real individuals sharing brief testimonials, but authenticity in mobile app ads doesn’t always mean showing real people. Instead, it's about setting appropriate expectations for players. Nothing drives uninstalls faster than an ad that promises one experience but delivers something completely different. For example, a mid-core game can build the video ad creative around its central mechanics rather than the exaggerated visual effects. When users see what they can actually expect, they're more likely to install and stay with your app.

The Rise of AI-Powered Creative Tools

AI is reshaping everything, including the advertising landscape. Advertisers are increasingly turning to creative automation tools to enhance efficiency, scale production, and foster more effective audience engagement. With AI-driven solutions, advertisers can rapidly generate multiple ad variations while maintaining consistency and quality. This reduces manual effort, allowing marketing teams to shift their focus to more strategic endeavors and high-level creative direction.

Playturbo helps streamline video ad production with video editing tools that enable advertisers to add or remove video components easily. Built-in AI features, such as dubbing and subtitle generation, simplify ad localization, making it faster to adapt creatives for global audiences.

As competition for attention intensifies in the mobile ad space, advertisers looking to scale efficiently and stay ahead should consider incorporating AI-powered tools into their creative workflow.

Ready to elevate your ad strategy? Explore Playturbo's innovative solutions and discover how we empower developers to create high-performing mobile ads at scale. Follow us on LinkedIn to keep track of all our updates. Contact us today to kickstart your journey with video ads!