Sensor Tower finds mobile ad testing growing faster than winning creatives

The October advertising report spans 41 markets from October 2025 to September 2026. Its mobile analysis follows 49 leading advertisers.

Comparing Q1 2026 with Q1 2025, detected creatives with less than $100 in lifetime spend grew more than sixfold, while those reaching $10,000 grew 1.7 times. That gap suggests a much larger testing layer, rather than equally fast expansion in successful campaigns. The figures are estimates from advertising intelligence, not audited internal budgets. The study also cautions against treating an earlier step-up in creative production as a growth rate that will compound indefinitely.