Vinted runs 14 distinct App Store creatives across major EU markets, and every single one has been live for 30 days or more. That number tells you something before you read a word of the copy. There are no short-lived tests left in the set. What you see is what already survived.
We pulled this from Apple's public EU Ad Repository, data window ending 8 July 2026. Apple has to disclose the ads it runs in the EU, so anyone can read a competitor's App Store strategy without guessing. Below is what Vinted's choices reveal, and what you should take from them.
They keep only what wins
The signal in that first stat is longevity. When an advertiser kills the losers fast and lets the winners run, the creatives still standing are the ones paying for themselves. Vinted's oldest live creative has been running 243 days. It was first seen on 31 October 2025 and was still live on 1 July 2026.
Eight months on one ad is not laziness. It means the concept converts well enough that swapping it out would cost money. For a competitor, that 243-day creative is the closest thing to a confession you will get: this is the pitch Vinted trusts most.
The wider pattern matters too. With all 14 creatives past the 30-day mark, Vinted is not spraying variations to see what sticks. They test elsewhere, prune hard, and only the graduates reach the repository you can read. So treat the whole set as a shortlist of proven angles, not a brainstorm.
They buy intent, not discovery
Here is the part most people miss. All 14 creatives ran in one placement: App Store search results, the slot that shows after someone searches. None ran in the Search tab. None ran on browse surfaces like Today or app category pages.
That is a deliberate choice about who to pay for. Search results ads reach a person who already typed something into the App Store. They have intent. Browse and Search-tab ads reach people who are wandering, earlier in the decision, cheaper per impression but colder. Vinted spends its App Store budget on the warm audience and skips the cold one.
If you compete with Vinted, that single fact reframes your own media plan. They are not trying to create demand on the App Store. They are trying to catch demand that already exists and route it away from whatever the shopper was about to download. Your first question becomes: are you defending the searches Vinted is buying, or leaving them uncontested?
A different pitch per market, by design
Vinted localized its lead concept into 7 languages. The words change by market, and so does the angle behind them.
In four markets, the ad leads with breadth, listing what you can buy. English reads "Fashion, tech, home & more." Italian: "Moda, elettronica e non solo." Swedish: "Mode, teknik, hem & mer." German: "Mode, Elektronik, Home & mehr." The promise is range. Come for clothes, find everything.
In three other markets, the ad leads with selling and saving money. French reads "Vends et achète facilement" (sell and buy easily). Dutch: "Verkoop & bespaar op pre-loved" (sell and save on pre-loved). Spanish: "Vende y ahorra en segunda mano" (sell and save on secondhand).
So the split is clean. France, the Netherlands and Spain get a sell-and-save hook. The UK, Italy, Sweden and Germany get a breadth hook. Vinted has run both long enough to trust the difference, which means they found that the same company sells better as a marketplace of stuff in some countries and as a way to make and save money in others.
What to take from this
Three things carry over to any app that competes for the same downloads.
First, judge a rival's creatives by how long they have run, not by how clever they look. Age is the honest metric. A 243-day ad has earned its spot.
Second, check placement before you copy the message. Vinted's whole App Store spend targets people mid-search. Matching their copy while buying a different placement means you are not actually in the same fight.
Third, do not assume one winning angle travels. Vinted proved the pitch flips between breadth and savings across borders. If you run one hook everywhere, you are almost certainly leaving one of those two audiences to a competitor who split them.
See a competitor's ads yourself
You can read any App Store advertiser's live EU creatives the same way we just read Vinted's. Run a free scan at recao.app. No signup. You get the competitor's live App Store ads, ranked by how long each has been running, so the longest-lived winners sit at the top.
Method note: every figure here comes from Apple's public EU Ad Repository for the data window ending 8 July 2026, covering major EU markets. We count distinct App Store creatives and their placements as Apple discloses them, and we use each ad's first-seen date to measure longevity. Longevity is a free proxy for what converts, because advertisers keep paying only for ads that work. We invented no numbers; if a figure is not in Apple's disclosure, it is not in this piece.