The buzz around AppLovin continues to dominate conversations among eCommerce advertisers. A question I keep hearing is:
“Why are AppLovin’s ad placements driving better performance compared to seasoned platforms like TikTok, Snapchat, Pinterest, YouTube, and Reddit?”
The answer lies in two game-changing factors that set AppLovin apart: 100% thumb stop rate and the novelty factor. Let’s break it down.
1. The Power of a 100% Thumb Stop Rate
On platforms like Meta, achieving a high thumb stop rate is the ultimate challenge. A “good” thumb stop rate on Meta ads is around 25%, meaning three out of four users scroll past an ad without giving it a second thought. Most of them don’t even register what the ad was for—they simply see “ad” and move on.
In contrast, AppLovin guarantees a 100% thumb stop rate.
Here’s why:
- Unskippable Ads: AppLovin forces users to view an ad for a few seconds before they can skip it. This creates a captive audience, something no other major platform can deliver at this scale without disrupting the user experience.
- Focused Attention: AppLovin serves ads during moments when users are already engaged with their phones but can’t multitask—like waiting to advance to the next level of a mobile game. Those few seconds are “dead” time users can’t fill with other activities, ensuring full attention on the ad.
This setup is a dream for advertisers. Imagine your Meta ads achieving a 100% thumb stop rate. Performance metrics—click-through rates (CTR), conversion rates, and return on ad spend (ROAS)—would skyrocket.
On AppLovin, the previously unreachable 75% of users who would’ve scrolled past on Meta now see your ad. And even if only a fraction of them convert, that’s a massive performance boost.
2. The Novelty Factor: Breaking Through Ad Fatigue
For years, AppLovin users have been bombarded with ads for mobile games, creating a baseline of ad fatigue. Suddenly, they’re seeing engaging, full-screen user-generated content (UGC) featuring innovative beauty products or other e-commerce brands.
This novelty factor is driving higher CTRs:
- A New Type of Ad: E-commerce ads stand out against the sea of predictable game promotions, grabbing attention in a way users aren’t yet desensitized to.
- Fresh Engagement: For many users, seeing a trendy beauty product or must-have gadget in an unexpected context is intriguing enough to prompt clicks.
While this novelty is likely fueling current performance, the long-term impact remains uncertain. Over time, as e-commerce ads become more prevalent on AppLovin, ad fatigue could settle in. Will users lose interest once the “newness” fades?
Why AppLovin Is Thriving Where Others Struggle
Platforms like Meta and TikTok have some limitations on how ads can be served. For instance, unskippable ads would disrupt TikTok’s and Meta’s user experiences too much to be viable. AppLovin doesn’t face the same constraints. Its placement within mobile games makes unskippable ads feel less intrusive.
This structural advantage, combined with the platform’s massive daily active user base (1.4 billion+), gives AppLovin a unique edge.
Final Thoughts
AppLovin’s ad placements have created a performance sweet spot: a 100% thumb stop rate paired with the novelty of e-commerce ads in a previously untapped ad space. These factors are undoubtedly driving its early success.
However, questions remain about its long-term viability:
- How will performance shift as e-commerce ads saturate the platform?
- Can AppLovin maintain high engagement as novelty fades and competition increases?
For now, AppLovin represents a compelling opportunity for e-commerce brands looking to diversify their performance media strategies—especially as we approach peak shopping seasons like Black Friday and Cyber Monday.
What’s your take? Is AppLovin the next big thing, or will the hype fade as challenges arise? Let’s discuss!
Now, back to your BFCM planning. ✌️
