Yodel Mobile, App Marketing Agency of the Year 2024, has launched The Yodel Growth Loop, a monthly LinkedIn newsletter packed with the latest trends, expert insight and must-know updates from the world of app growth and marketing.

The newsletter, released monthly, is the ideal bite-sized content for app marketing professionals looking to level up their strategies. It includes updates across the Apple and Google ecosystems, along with tips for App Store Optimisation, Paid Media, Retention, and Revenue growth.

What to expect from the Yodel Growth Loop

In the first edition, we covered the evolving ASO landscape, Google Play’s latest updates and the growth strategies that are redefining mobile success in 2025.

Here’s a sneak peek at the insights from the February newsletter:

Apple’s Next Big Play: A dedicated gaming hub for iOS

Apple is levelling up mobile gaming with a brand-new gaming hub for iOS! This all-in-one platform will bring together App Store and Game Centre features, making it easier than ever to discover games, track leaderboards, take on challenges, and possibly even connect with friends via FaceTime and iMessage. While the launch date is still a mystery, one thing’s for sure – mobile gaming on iOS is about to get a serious upgrade! 

Read the rest of February’s insights here.

The inspiration behind the Yodel Growth Loop

Source: Yodel Mobile

What better way to pay tribute to our growth frameworks than by naming LinkedIn Newsletter series the Yodel Growth Loop? At the core of Yodel Mobile’s approach is our Infinite App Growth Loop, a dynamic framework designed to optimise every stage of a user journey, from acquisition and engagement to retention and advocacy. Unlike linear strategies, this loop ensures that every touchpoint feeds into the next, creating a cycle of continuous growth and refinement.

The Loop was brought to life through our work with B&Q, the UK’s largest home improvement and DIY retailer. By leveraging data-driven ASO strategies, SEO synergies, and seasonality-based optimisation, Yodel Mobile transformed their app presence, increasing the user base by 548% and boosting app revenue by 190%. Through ongoing iteration and strategic experimentation, we achieved sustainable growth, with the B&Q app now delivering the lowest ROAS across their marketing channels. Read the full case study here.

Subscribe to the Yodel Growth Loop LinkedIn newsletter today to receive your monthly app marketing insights.

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MobileAction, a leader in App Store Optimization (ASO), app growth and mobile user acquisition, has unveiled its latest innovation with the release of its new ASO Intelligence tool — an advanced solution designed to make high-quality ASO insights accessible to all marketers and developers. With a flexible pricing model, the tool empowers indie developers, scaling startups, and enterprise publishers alike to maximize their organic visibility and optimize Apple Search Ads (ASA) strategies.

Launching on 19th February 2025, the ASO Intelligence tool introduces two new ASO plans, with additional offerings in development to further level the playing field for app marketers and developers. This marks a significant step in MobileAction’s ongoing mission to streamline the user acquisition process and integrate ASO with paid search strategies.

Breaking down barriers in ASO and user acquisition

Yekta Ozcomert, COO of MobileAction, emphasizes the company’s focus on creating a unified growth ecosystem for app marketers:

“We’re reevaluating how to streamline the entire user acquisition process. Our mission is to create a holistic platform that blends ASO data, paid user acquisition, automation, and intelligence in a way that’s easy for everyone.”

By merging ASO insights, paid user acquisition, automation, and intelligence, MobileAction’s new tool ensures marketers and developers can optimize their strategies with real-time data and in-depth analytics. The company has also teased additional ASO and ASA features on the horizon, solidifying its position as an industry leader.

Ozcomert continues:

“Organic and paid search are two sides of the same coin. We’re breaking down any silos that exist between these channels, helping app marketers get maximum returns on their marketing and product optimization efforts. High-quality ASO data should be accessible to everyone, not just companies with big budgets. We want to support starters or scaling companies in addition to maintaining our enterprise services.”

Flexible pricing plans to meet every need

To ensure accessibility for all, MobileAction is introducing affordable pricing plans for its new ASO Intelligence tool:

• Basic: Starting at $69/month, ideal for newcomers to ASO
• Pro: Priced at $239/month, tailored for growing teams looking to scale
• Enterprise: Custom pricing for comprehensive tools suited for large organizations

Alongside these plans, the ASO Intelligence tool features an upgraded user interface, offering a full ASO overview, advanced keyword tracking, localization insights, and a detailed app update timeline, making it easier than ever for marketers and developers alike to optimize their app growth strategies.

Looking ahead

Ozcomert reiterates MobileAction’s vision for a more inclusive ASO landscape:

“These plans are all about democratizing ASO — giving everyone from indie developers to large-scale publishers the organic search insights and tools they need to stay competitive. Our new ASO Intelligence module is designed not just for today’s giants but for tomorrow’s visionaries.

“We are eager to assist all our clients, both new and established, in achieving their app growth objectives. We value the opportunity to collaborate with them and celebrate their accomplishments. And that’s just the beginning: we’re also preparing more ASO and Apple Search Ads offerings, enabling app marketers to amplify paid search alongside organic discoverability in a unified platform.”

To facilitate a smooth transition for their freemium users, MobileAction invites all app developers and marketers, from seasoned ASO experts to indie studios, to explore the new ASO plans. Start your 7-day free trial today and use the “BOA30” promo code to take advantage of an exclusive discount on your first transaction starting today and begin your journey towards dominating the app stores.

With this launch, MobileAction continues to push the boundaries of app growth, App Store Optimization, and Apple Search Ads, ensuring that marketers and developers have the insights, automation, and support needed to thrive in an increasingly competitive mobile landscape.

More information on MobileAction’s new ASO Intelligence tool can be found here.

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In today’s fast-moving app industry, data is the foundation of every successful app. Understanding user behavior, tracking performance, and optimizing marketing efforts are no longer optional — they are essential for growth. With millions of apps competing for user attention, businesses must leverage the right analytics tools to make informed decisions, enhance user experiences, and maximize revenue.

At the same time, the app analytics space is more complex than ever. With so many platforms, solutions, and tools available, navigating the ecosystem can be overwhelming. Finding the right analytics partner requires cutting through the noise to identify solutions that provide accurate, actionable insights for app optimization.

To help app businesses make sense of this evolving landscape, we have curated the App Analytics Ecosystem 2025 Market Map. This resource highlights the top platforms across key analytics categories, including:

User Analytics – Track user behavior and engagement to refine experiences
Product Analytics – Gain insights into feature performance and user flows
Revenue Analytics – Optimize in-app purchases and subscription models
App Store Analytics – Improve ASO strategies for better visibility
Mobile Measurement Partners (MMPs) – Understand attribution and ad campaign performance
App Performance Monitoring – Ensure a seamless, crash-free experience

With the right analytics partner, businesses can turn data into powerful insights that drive growth and maintain a competitive edge.

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App Promotion Summit London is back on April 24th, bringing together the biggest experts in app growth, AI-driven marketing, user acquisition, retention, and revenue scaling. This is your chance to learn from industry leaders, explore the latest strategies, and connect with top professionals shaping the app economy.

What’s new in 2025?

This year, APS London is bigger than ever, featuring:

7 content stages – covering every key aspect of app growth
70+ speakers – insights from top growth, marketing, and product experts
30+ sessions – including deep-dive workshops, interactive discussions, and case studies
NEW Verticals Zone – tailored insights for different app industry segments

Key agenda highlights

Here’s a sneak peek at some must-attend sessions:

Lessons Learned Growing an App Unicorn – Dmitry Gurski, CEO and Co-Founder at Flo
Organic User Growth with Referral Programs and Word of Mouth – Asya Kuznetsova, Senior Product Manager at Wise 
Paywall Optimization Reimagined: A Case Study – Tigran Mkrtchyan, Head of Digital Marketing at CoinStats
Scale Smart: ASA Automation Framework You Need for Global Growth – Ritwik Arya, App Marketing Manager at Trainline 
Lessons Learned Launching and Growing App Products – Jess Parkijavan, Product Manager at The Premier League
Accelerating Growth Through Marketing Partnerships – Mykhailo Kudla, Global Head of Marketing Partnerships at Bolt 
Scaling Smarter: How Innovation Fuels Long-Term App Success – Sherina Khalidi, VP of Performance Marketing at Deezer

Meet the expert speakers

APS London will feature some of the world’s top app growth and product leaders, including:

Giulia Saletto, Head of Performance Marketing and Growth at Tide
Steve Toy, CEO at Memrise
Tom Benn, Head of Customer Acquisition at Naked Wines
Barbara Schädel, Mobile App Lead Product Manager at The Very Group
Yagiz Ozyurek, UA Team Lead at Product Madness
Eugene Kuznetsov, Product Lead at Holland & Barrett
Alexa Coleridge Cole, Senior Product Marketing Manager at Xero
Lucy Rosier, Mobile App Growth Manager at BBC Studios
Irina Ashkenazy, Head of Growth Marketing at Sweatcoin
Georgina Andrews, Growth Marketing Lead at Kuda
Angele Lenglemetz, Senior Product Manager at Cleo AI
Anton Volovyk, Co-CEO at Reface

APS London is the place to gain cutting-edge insights, learn how to scale apps, embed AI in your marketing strategy, and maximize revenue growth. With practical case studies, expert-led discussions, and exclusive networking opportunities, this is the must-attend event for app marketers, product managers, and growth strategists.

Don’t miss out, save your spot today.

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Nathan Hudson, CEO of Perceptycs and App Marketer of the Year 2024, alongside Andrew Davies, CMO at Paddle, will break down Web-to-App strategies and dive deep into the ins and outs of how they can help apps grow, reduce costs, and expand into new markets.

Whether you’re just starting out or already generating millions in revenue, these events are designed to help apps at every stage:

What to expect:

• Real-world case studies and successful Web-to-App strategies
• Actionable insights to improve conversion rates and ROAS
• Practical tools to test, measure, and optimize your Web-to-App funnel

The series will dive deep into the business case for Web-to-App, sharing proven playbooks and tools that top app-first companies use to drive revenue through the web.

The first session in the series will take place on Thursday, February 13th. If you don’t want to miss this opportunity to future-proof your app growth strategy, save your spot here.

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A new report from Jampp, in collaboration with Apptopia and M&C Saatchi Performance, highlights the power of creative ad strategies in maximizing return on investment (ROI) for shopping apps. The guide, “Profit by Design (Shopping Edition)”, explores how high-performing ad creatives drive higher engagement, conversions, and long-term growth.

The study emphasizes that compelling ad designs — incorporating the right formats, messaging, and interactive elements — are key to converting impressions into meaningful user actions. With multiple touchpoints in a user’s journey, a strong creative strategy can make or break the decision to install and engage with a shopping app.

Key insights from the report:

• Key regional insights into the state of shopping apps in 2024
• Emerging ad formats and features to test in 2025
• DOs and DON’Ts for optimizing creative performance
• Complementary growth strategies for sustained app success
• Expert contributions from Fetch, Magazine Luiza, and OTTO

With real-world examples and actionable insights, this guide equips marketers with proven tactics to expand their user base and increase sales through optimized ad creatives.

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Join us in London on April 24th for a day of learning, networking, and growth.

As we gear up for what promises to be a year of strong growth and momentum for the app industry, we can’t wait to welcome you to App Promotion Summit London on April 24th. This will be our biggest-ever event with 800+ attendees and a plethora of ways to learn how to grow and scale apps and make authentic connections.

What’s more, we’ve already had registrations from leading apps including Strava, The Telegraph, Monzo, King, Babbel, Decathlon, and American Express.

This year, we’re also expanding our content stages. On top of our main stage, three specialist workshop zones, and a roundtable room, we’ve added ‘The Verticals Zone’ hosting industry-specific discussions and an ‘App Talks’ stage featuring exclusive interviews.

Keynote speakers will include CEOs, CMOs, and industry leaders from top app brands like Flo, The Premier League, Bolt, Wise, Xero, and the BBC.

Plus, our Marketplace is bigger than ever, connecting you with leading app platforms and agencies. And to make networking seamless, we’ve launched a dedicated App Promotion Summit event app to help you find and connect with the right people.

APS London 2025 is shaping up to be an unmissable event. Register today to save your spot.

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TikTok has reclaimed its crown as the world’s most downloaded app, dethroning Instagram, which briefly stole the top spot in 2023.

It was a two horse race for most of the year, with TikTok ending on 773 million downloads and Instagram on 759 million, according to data provided by Appfigures and AppMagic. Both apps had higher total downloads in 2024 than 2023.

Most popular apps on iOS and Google Play stores 2024 (mm)

Sources: Appfigures, AppMagic

Instagram relies heavily on India for its downloads, the country was responsible for about 40 percent of total downloads in 2024. TikTok is banned in India, so cannot sap that large userbase. China, Indonesia, the United States and Pakistan were all responsible for over 10 percent of TikTok’s downloads in 2024.

The looming TikTok ban in the United States did not scare away new users, with downloads increasing by 13.5 percent on the previous year.

Facebook and WhatsApp, the two other social apps from Meta Platforms, rounded out the top four, with 571 million and 527 million downloads, respectively.

Other impressive climbers include Temu, which increased its downloads by 164 million in 2024. Temu has also faced criticism from the US, which is responsible for 14 percent of all Temu downloads in 2024, due to it avoiding import taxes by shipping in volumes under $800. This law has been amended by the US government, a direct response to Temu and Shein.

Instagram Threads also hit the top 10 on its first year with 322 million downloads. India, the United States and Brazil downloaded Threads the most in 2024.

ChatGPT barely missed out on the top 10, but was a top three downloaded app in the Germany, France and Italy.

In the games market, Roblox was the most installed mobile game in 2024, knocking Subway Surfers off the first spot, which it has held for over four years. Block Blast by Hungry Studio was the standout performer in 2024, and was top of the charts in the United States and United Kingdom.

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App Promotion Summit is where the brightest app marketers and product experts come together to share the latest app growth strategies and tactics. This is your chance to join industry leaders from brands like Flo, Spotify, WeWard, DoorDash, CNN, AppsFlyer, Reddit, and the Premier League on stage.

We’re hosting events in London (April 24th), New York City (September 18th), and Berlin (November 27th) — and we’re looking for exceptional speakers from across the app ecosystem.

Whether you’re in eCommerce, travel, finance, health and fitness, user acquisition, or CRM, we want to hear your story. Our agenda includes a variety of ways to get involved, from main-stage talks to workshops, panels, and roundtable discussions.

This year’s key themes:

• AI in app marketing
• World-class retention
• User acquisition 2.0
• Channel diversification
• Product excellence
• Revenue growth

By sharing your expertise, you’ll elevate your personal brand, grow your professional network, and inspire the app growth community. Plus, you’ll leave with professional photos and videos of your stage presence.

Got an idea for a talk or workshop? Want to join a panel or lead a roundtable discussion? Fill out a speaker form or email Emily at emily@apppromotionsummit.com to get involved.

The post Are you ready to be the next app growth superstar? appeared first on Business of Apps.

The Finance App Market Map 2025 is now live and available to download. This infographic breaks down the finance app industry into its many subcategories and identifies the key players in each of these subcategories, providing a holistic overview of the sector.

The finance app market has been one of the areas that has seen the most app-focused activity from both incumbents and new startups. This has come in the form of near-field communication (NFC) and peer-to-peer payments, digital currency, mobile banking, zero commission stock trading and loans, and customizable and temporary insurance options.

These apps have been widely adopted, with over 2.5 billion people accessing finance apps every day, according to our Finance App Report. Trillions of dollars is processed everyday through apps, and the neobanks that at first were used for budgeting and everyday spend have become primary accounts for millions in the US and UK.

Governments and international corporations have pushed new standards, such as NFC, UPI in India, and PicPay in Brazil, with the intent of breaking down the barriers of access and giving more citizens a chance to use financial services.

The finance app sector has many subsectors, and some apps overlap in function by providing banking, payments, investments and other add-on services. In this market map, we have attempted to break down the sector into its distinct subcategories, and assign the key finance apps into their most prominent category.

Banking: Mobile-first banking services brought us out of the dark ages, with apps like Chime, SoFi and Current in the United States and Revolut, Monzo and N26 in Europe pushing forward data-driven features aimed at teenagers and young adults. Tide and Starling Bank have made these budgeting and mobile-first features available to business customers as well.

Budgeting: For the money conscious, there are several apps that prioritise keeping finances in the green through insights and restrictive actions. Cleo, Empower and Klover focus on providing cash a few days before payday providing additional flexibility with paying bills, while Splitwise and Finanzguru help users track bills and spending in a more efficient manner.

Saving: Putting aside a set amount each month can be difficult, but apps like Rocket Money, Albert and Monarch prioritize saving with helpful insights. Apps like Acorns and Plum automate the process of saving, by rounding up every payment made and putting the change into a savings account.

Payments: Sending payments to other people used to be a difficult process – especially in the United States – but apps like Venmo, Cash App and Zelle simplified the process by making it as easy as knowing the other person’s email or phone number. PayPal, Wise and Remitly offer cheap ways to send payments internationally, reducing the cost significantly compared to regular banks.

Buy Now, Pay Later: Klarna, Afterpay and Affirm have pushed forward a new form of credit that requires fewer checks than typical loan services, while also reducing the interest to zero percent in most cases. These buy now, pay later apps also have multiple ways to pay off the loan, providing further flexibility to the customer.

Investments: Robinhood started a tidal wave of interest in investing with its zero percent commission stock trading app, which made it much cheaper for retail investors to own and trade individual stocks. Apps like MoneyBox and Nutmeg offer much lower fees than typical brokerages through the use of robo-funds, which automate the management process of a fund.

Crypto: Binance, Coinbase and Kraken facilitate the trading of crypto altcoins on dedicated marketplaces with thousands of available coins and secure payment processing, while apps like Trust and Zengo offer a secure wallet to store and trade these coins.

Insurance: Insurers such as Lemonade, Root and Cuvva use the power of data to improve the insurance options available to customers, by offering personalized plans that can be more cost effective. These providers remove a lot of the red tape and hidden fees that plague the industry.

Credit Score: Managing your credit score use to be a difficult process, but apps such as Credit Karma, Kikoff and ClearScore have made the experience a lot clearer with actionable insights to improve scores.

Cashback: Apps such as Shopback, Fetch and PAYBACK enable users to get cashback, coupons and vouchers for shopping at retailers, while PayPal Honey searches the web for coupons available before an item is purchased.

Accounting and Tax: Getting tax affairs in order can be quite a hassle, but there are several vendors including TurboTax, TaxFix and TaxScouts that simplify this process. QuickBooks and Xero offer more holistic accountancy software on mobile.

That’s a wrap on our Finance App Market Map 2025. You can download the map as a PDF, which includes a landscape version for slides and presentations.

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Intellifluence, one of the world’s largest warm contact influencer networks, is now home to over 250,000 influencers. Of those influencers, over 23,000 own or manage blogs, offering brands the ability to run social media and content marketing campaigns simultaneously.

Since 2016, Intellifluence has enabled over 36,000 brands to collaborate with influencers and bloggers all over the world and has introduced proprietary features such as Herd Worth, which estimates the dollar value of an creator’s entire audience.

This post was first published on intellifluence.com.

“One of the main things that sets us apart is the value we provide to both brands and influencers,” Andrew Evans, Head of Client Services, explained. “Influencers can join our network for free and we don’t take any percentage of their earnings, which can explain a lot of the growth we have enjoyed over the last decade.”

Evans also highlighted the added value brands enjoy as the network continues to grow at a steady rate: “As real, high-quality influencers and bloggers continue to join our platform, our brands will have an even easier time discovering the perfect candidates for broad or niche marketing initiatives.”

Intellifluence offers influencers the ability to earn money for referring friends and family by using their unique referral share links located within their profiles.

Influencer and podcast host Laura Pence Atencio lauded the network and opportunities provided: “I’ve created so many “extra paydays” for myself using Intellifluence, that I’ve lost count!”

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The App Revenue Ecosystem 2025 Market Map is designed to help app developers, marketers, and businesses navigate the dynamic world of app revenue and monetization.

Global app revenue has seen significant growth in recent months, with user spend across iOS and Google Play reaching $38 billion in Q3 2024 — an increase of nearly $2 billion from the previous record in Q2 2024, according to Sensor Tower.

At the same time, the ecosystem of platforms and services driving this growth is becoming increasingly sophisticated. With countless solutions available, finding the right tools and partners to navigate the complexities of monetization and revenue growth remains a significant challenge for app businesses.

This is where the App Revenue Ecosystem 2025 Market Map comes in. From revenue management and app funding to ad mediation and ad platforms/SDKs, this map offers a comprehensive overview of the app revenue landscape. The App Revenue Ecosystem map empowers marketers, developers, and businesses to find their ideal revenue and monetization partner, helping them drive app growth at scale in an increasingly competitive market.

• Revenue management (subscriptions and in-app purchases)
• Ad mediation
• Ad platforms/SDKs
• Rewarded
• Data monetization
• eCommerce monetization
• App funding

The App Revenue Ecosystem 2025 Market Map is the ultimate guide for navigating the intricate landscape of app monetization solutions.

Download the map as a PDF or PNG, including a landscape version for use in slides and presentations, and explore the key players driving innovation and change in the app revenue ecosystem.

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The countdown is on for App Promotion Summit London 2025. Launch tickets for the premier app growth event will close this Friday, January 17th. This is your chance to become part of the event that will help you learn how to grow and scale apps.

APS London 2025 will make a dynamic return to the Brewery on Thursday, April 24th. Set to welcome over 800 attendees, this year’s summit will feature 70+ industry experts across seven stages and offer a full day of actionable insights, industry-leading content, and unparalleled networking opportunities.

Attendees can save up to £1,000 by securing their spot before the January 17th deadline.

Partnership opportunities are also available, providing a platform for connecting with decision-makers from the world’s leading apps. Businesses can choose to reserve a spot in the exhibition area or contribute to the event’s agenda.

To secure your launch ticket, visit the official APS London 2025 website.

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Beyond Borders: Mobile Gaming Insights for Global Growth, a new interactive report by Moloco, reveals that mobile gaming app marketers tend to overfocus on large and well-established markets. By investing in a limited number of countries, marketers may be missing out on hidden opportunities in non-traditional markets, the report suggests.

Drawing on insights from thousands of mobile gaming apps, the report reveals where high-value users are located, how paid acquisition strategies can drive growth, and how opportunities shift across genres and operating systems.

Key findings include:

• 71% of mobile gaming app marketing spend is concentrated in just 10 countries, with the US alone accounting for 40%. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%.
• High-value users can be found across all markets and genres, with the top 10% of paying players contributing 70-85% of total in-app purchase revenue in each country.
• Paid acquisition strategies are key to finding these high-value users by understanding the dynamics between marketing costs, user value, and total revenue opportunity.
• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth.

Tom Shadbolt, Senior Insights Manager at Moloco, said:

“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve.”

Methodology:

For this research study, Moloco’s data scientists used performance data from thousands of mobile gaming apps, focusing on those that monetize primarily through in-app purchases (IAPs). Data was collected from 195 countries, and more than 4,000 gaming apps across key mobile gaming genres were analyzed. Data from data.ai, a Sensor Tower company, was also utilized.

To access and download the full report, visit Beyond Borders: Mobile Gaming Insights for Global Growth.

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MobileAction has announced a significant expansion of its Apple Search Ads ecosystem, integrating Skai‘s (formerly Kenshoo) Apple Search Ads business into its platform. The partnership positions MobileAction as a premier Apple Search Ads partner, offering app developers and marketers a comprehensive suite of tools and support for user acquisition and growth.

This strategic expansion enhances MobileAction’s capabilities, enabling it to deliver deeper insights and more robust solutions tailored to the needs of the app marketing industry. By incorporating Skai’s expertise and customer success team, MobileAction aims to provide unparalleled value across the entire lifecycle of Apple Search Ads campaigns.

Strengthening the MobileAction ecosystem

Aykut Karaalioglu, founder and CEO of MobileAction, said about the partnership:

“We’re thrilled to welcome Skai’s Apple Search Ads clients and customer success team to the MobileAction family. We offer a comprehensive ecosystem for app developers and marketers to achieve their goals – no matter where they are in their journey. This strategic partnership expands our Apple Search Ads business significantly. It cements our standing as the largest Apple Search Ads partner, empowering us to deliver even more innovative solutions and drive tangible growth for our customers.”

Skai’s existing client base, which includes leading global brands, will gain access to MobileAction’s advanced tools, insights, and experienced team of app marketing professionals. With this enhanced support network, MobileAction is well-positioned to help clients optimize and scale their Apple Search Ads campaigns.

A Commitment to innovation and growth

Yekta Ozcomert, co-founder and COO of MobileAction, commented:

“The driving force behind this acquisition is to bring more value to app marketers and developers looking to fully capitalize on the power of Apple Search Ads. We’re committed to providing round-the-clock support, seamless onboarding, and continued innovation. Our combined expertise will undoubtedly transform the experience for our expanded client base and deliver better, faster results in the ever-evolving app marketing space.”

The integration of Skai’s Apple Search Ads business underscores MobileAction’s commitment to setting new benchmarks for the industry. As the team focuses on delivering exceptional outcomes, customers can expect enhanced tools, richer insights, and unmatched support to navigate the competitive landscape of app marketing.

For more details, visit the MobileAction blog.

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Going into 2025, the app industry is on the cusp of a new wave of sustained progress.

At APS London on 24th April, we will be exploring the key trends driving app growth in 2025 with a range of talks, workshops, panels and roundtables (with plenty to get your teeth into).

Are you ready for the new app growth frontier?

Embedding AI in App Marketing – take your AI workflows to the next level and learn to apply AI across the app growth funnel

World Class Retention – understand the latest onboarding, activation, user journey and engagement tactics and strategies

User Acquisition 2.0 – Adopt privacy-centric strategies by leveraging first-party data and optimising for accurate attribution with the use of AdAttributionKit and Privacy Sandbox.

Channel Diversification – tap into the power of CTV, Web2App, OEM, OOH and retail media to maximise exposure and engage diverse app audiences

Product Excellence – creating an exceptional product experience including a seamless user journey, intuitive design and the use of user feedback, prioritising UX and user satisfaction.

Revenue Growth – optimize subscriptions and paywalls with the best pricing models, methods to reduce churn, and approaches to maximise LTV

Learn from app growth experts

We are excited to share that we have speakers confirmed from The Premier League, Wise, Memrise, Sweatcoin, Cleo AI, Trainline and Holland & Barrett.

In addition our keynote 2025 speaker Dmitry Gurski, CEO of Flo the 73m MAU will be sharing his lessons learned and insights on the main stage.

Partnership opportunities at APS London 2025

Do you want to connect with decision makers from the world’s leading apps in an environment that leads to authentic relationships? Get in touch to reserve your spot in our exhibition area or contribute to the agenda.

Launch tickets

We’re really looking forward to seeing you. Heads up, launch tickets end on 17th January 2025.

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Data from the Influence of Music report underscores music’s significant impact on mobile app performance. According to Feed.fm’s new report, 76% of users are more likely to download an app if they can choose the music they hear.

76% of users are more likely to download an app if it allows them to choose the music they listen to, highlighting the importance of personalization in today’s competitive app market.

What’s more, 64% spend more time in apps that feature their favorite tracks. These findings highlight the growing importance of personalized music experiences in boosting user satisfaction and driving app engagement and retention.

When 64% of users spend more time in apps featuring their favorite music, it becomes evident that functionality alone isn’t enough — users value the overall experience.

The report draws on a comprehensive survey of US mobile app users aged 18-55, spanning industries like fitness, gaming, and entertainment. It further reveals that apps offering recognizable, popular music gain a competitive edge, with nearly 65% of users preferring apps with well-known songs over those with generic soundtracks.

Beyond user acquisition, music also enhances emotional well-being. Whether it’s boosting motivation during workouts or making the overall experience more enjoyable, the right music elevates users’ interactions with the app. In fact, 73% of respondents report that music improves their emotional state. In other words, adding music to an app is no longer a nice-to-have — it’s essential.

Customizable music options, such as letting users select genres or tracks, not only create deeper emotional connections with users but also help apps stand out in a crowded mobile marketplace. For app marketers and developers alike, these insights offer actionable strategies to boost session lengths, downloads, and retention.

To explore Feed.fm’s Influence of Music report in greater detail and access recommendations tailored for fitness, gaming, and entertainment apps, download the report here.

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The Health & Fitness App Market Map 2024 is now live and available to download. This infographic categorizes the health and fitness app sector into distinct subsectors and identifies the key players in each subsector.

With over 600 million users and $4.4 billion revenue, the health and fitness app sector is a popular category with lots of room for growth. While it has seen a slight downturn since the pandemic, many of the health and fitness habits picked up during that time have remained a part of people’s lives.

Quite a lot of the key apps in this sector are still startups and independent, such as Strava, AllTrails, Flo and Oura. It is also a low-cost app sector, as indicated by development houses such as Leap Fitness and Enerjoy operating several dozen popular health and fitness apps.

At the same time, plenty of users are accessing single feature apps instead of using a platform to track everything, as shown by the popularity of apps like MySwimPro, Yazio, and Sleep Cycle. This makes potential consolidation of the market into a few platform apps unlikely, as users are looking for targeted services.

The sector can be broken down into three main pillars: health, fitness and wellness. It can then be broken down further, for example fitness into activity tracking and workouts, health into calorie counters and fasting, and wellness into meditation and sleeping.

• Platforms: All-in-one tools like Apple Health, Google Fit, and Samsung Health track metrics via connected devices. Apps like Fitbit and Oura integrate with wearables for more targeted insights.
• Activity Tracking: Apps such as Strava, AllTrails, and Nike Run Club foster fitness through tracking and social engagement. Personalized training plans are offered by Apple Fitness+, Coopah, and MySwimPro. Reward-based exercise apps like Sweatcoin and WeWard sustain motivation.
• Health and Weight: Apps like MyFitnessPal, Lose It!, and Yazio help track calories, while guided programs like Noom, WeightWatchers, and BetterMe combine check-ins and fitness routines.
• Fasting: Apps like Fastic and Zero support intermittent fasting by tracking schedules and rewarding consistency.
• Workout and Gym: Home workout apps like 8fit, FitOn, and JustFit offer plans without equipment. Muscle Booster, Gymverse, and Fitbod provide gym-based routines.
• Women’s Health: Tools like Flo and Clue focus on period and pregnancy tracking. Apps such as Nanit and Wonder Weeks provide insights for baby care.
• Meditation: Wellness leaders Calm and Headspace offer guided meditations, music, and sleep aids to reduce stress and improve well-being.
• Sleeping: Apps like Sleep Cycle and ShutEye analyze sleep patterns and offer strategies to improve sleep quality.
• Self-Care and Habits: Self-care apps include Finch, Fabulous, and Me+ for habit planning, while Mental combines fitness and therapy for holistic wellness.

To download the Health & Fitness App Market Map 2024 as a PDF check out the link.

The post The Health and Fitness App Market Landscape appeared first on Business of Apps.

At Business of Apps, we are proud to unveil App Leaders 2024 — our annual spotlight on the individuals driving growth, innovation, and transformation in the app industry. These trailblazers consistently push the boundaries of what’s possible, from advancing ASO and user acquisition to redefining engagement and retention strategies.

This year’s App Leaders include a diverse range of professionals: from the C-suite executives of some of the world’s leading brands, apps, and service providers, to directors spearheading motivated teams, all the way to consultants, marketers, and developers solving the app industry’s toughest challenges.

In 2024, we featured a total of 44 exceptional individuals. Today, we take a moment to look back and celebrate their outstanding achievements and the impact they’ve made on the ever-evolving app landscape.

The 2024 App Leaders

• Günay Aliyeva, Co-Founder at Gamelight
• Ryan Angerami, Head of App Dev at Reddit
• Sue Azari, eCom Industry Lead at AppsFlyer
• Yves Benchimol, CEO & Co-Founder at WeWard
• Melissa Bohlsen, CMO at AVOW
• David Brown, Founder & CEO at Grohaus
• Jenniffer Camacho, Mobile Product Lead at Nespresso
• Phil Carter, Founder & CEO at Elemental Growth
• Megan Dean, Strategic Growth Director at Yodel Mobile
• Elizabeth Devine, App Growth Consultant at AppTweak
• Stacy Earl, Head of Marketing and Retention at KashKick
• Florian Elmies, Co-Founder at Gamelight
• Eric Futoran, CEO & Co-Founder at Embrace
• Jessica Gotti, Head of Performance Marketing at Paired
• Thomas le Hardy, VP Marketing & Growth at Tonsser
• Rodolphe Helderwerdt, Head of Marketing at Tandem
• Evelin Herrera, Head of Growth at Appvertiser
• Alejandro Hernandez, CRM Manager, Engagement & Loyalty at Babbel
• Janie Ho, Former Deputy Editor, Growth & Audience Development at New York Daily News
• Ioana Iordache, Head of Retention at Blacklane
• Ben Jeger, VP EMEA at Moloco
• Anastasiia Karlova, Head of Marketing at PlantIn
• Sherina Khalidi, VP Performance Marketing at Deezer
• Kevin Kinnison, Client Partner Lead at Adjust
• Taras Kiseliuk, CEO at ClickDealer
• Frederik Lanwer, Head of Customer Success, Europe at Adjust
• Tobias Lüder, Head of CRM at Delivery Hero
• Diogo Martins, Senior Manager, User Acquisition at DraftKings
• Steve Massaro, VP of Partnerships Headlight
• Mark Menery, VP, Global Head of Sales at Dataseat (Now Part of Verve)
• Talha Mumtaz, Growth Manager at Phiture
• Lomit Patel, Chief Marketing and Growth Officer at Tynker
• Vijay Ram, Head of Technology at ASOS
• Shamanth Rao, CEO at RocketShip HQ
• Saif Rasheed, Fractional Head of Growth at By Rotation
• Jeremiah Runser, Head of Marketing at Sandboxx
• Paul Sakhatskyi, Head of Product Marketing at Readdle
• Nicoline Strøm-Jensen, Head of Program Management at Adjust
• Jeff Sue, General Manager of Americas at Mintegral
• Ariel Sultan, Product Marketing Manager at Adobe
• Yaron Tomchin, CEO at Mobupps
• Steven C. Toy, CEO at Memrise
• Vitaliy Urban, CEO at Moonly
• Asaf Yanai, CEO at Alison.ai

As we close this year, we’re already looking ahead to 2025 — eager to discover and feature the next wave of innovators and leaders who will shape the future of the app industry.

The post App Leaders 2024: Celebrating innovation and excellence in the app industry appeared first on Business of Apps.

Discover why Telegram ads, PropellerAds’ new advertising format, is a revolutionary traffic source you should leverage in your campaigns right now.

PropellerAds has announced the launch of a new advertising format: Telegram Ads for Mini Apps. This innovation offers affiliates a fresh opportunity to tap into Telegram’s rapidly growing audience. This isn’t the usual run-of-the-mill traffic source; it’s a game-changing goldmine that enables affiliates to enjoy quality engagement and higher conversions from Telegram Mini Apps, which have become popular among users recently.

Telegram ads from PropellerAds: why is it the real deal?

Telegram Mini Apps represent a unique traffic source—one that combines affordability, high engagement, and scalability.

Unlike traditional traffic sources, which are often crowded and capital-intensive, this new format allows affiliates to connect with over 500 million users interacting with mini apps for various purposes, such as making transactions, shopping, gaming, and much more, every month.

PropellerAds found a way to let marketers seamlessly integrate their sponsored content into Mini Apps, displaying their offers to super-engaged users in a manner that motivates them to take action.

PropellerAds sponsored content integration into mini apps

Source: PropellerAds

While traditional Telegram ads (those offered by the messenger itself) as well as platforms like Google Ads Library and Meta are saturated and expensive, this new traffic source is fresh, cost-efficient, and laser-focused on engagement. It feels like leaving an overcrowded highway for a traffic-free express lane.

Here are a few reasons why PropellerAd’s new ad format is a game-changer:

• High Engagement: With Click-Through Rates (CTR) of 10-30% and Conversion Rates (CR) of 10-20%, Telegram Ads significantly outperform traditional display ads.
• Affordable Costs: The Cost Per Click (CPC) is as low as $0.06, offering incredible value for money.
• Diverse Niches: It’s perfect for different verticals, including gaming, health, finance, crypto, etc.

For affiliates looking to take their marketing campaigns to newer heights, here’s how to get started:

• Navigate to the PropellerAds website and start a Telegram Ads campaign

A quick tip: Keep the creatives native. Use clean visuals and snappy copy that blends into the platform’s minimalist vibe. Alternatively, you can rely on the platform’s ML-generated ones! 

• Nail your targeting: PropellerAds offers advanced targeting options to ensure your ads hit the right spot. You can target your audience based on platform, OS, browser, browser language, connection type, and more. Plus, zone white and black listings are available!
• Scale like a pro: After cracking Telegram Ads’ code, gradually increase your budget, test new offers, and watch conversions skyrocket.

Indeed, Telegram Ads in Mini Apps are fresh, powerful, and packed with potential for anyone ready to learn and leverage them.

Regardless of what vertical or sector you’re working with, Telegram Mini Apps traffic is your ticket to success.

Launch your campaigns with PropellerAds and embrace the best traffic revolution.

The post PropellerAds introduces Telegram Ads – a new ad format for affiliates appeared first on Business of Apps.

The App Engagement & Retention 2024 Market Map is now live. This comprehensive resource is designed to help app professionals and businesses alike navigate the dynamic and competitive world of app engagement and retention. As mobile apps become an integral part of everyday life, ensuring long-term user loyalty and maximizing user lifetime value (LTV) are essential for sustained success.

From engagement platforms and analytics tools to messaging, re-engagement, and leading agencies, this map is your go-to resource for creating meaningful connections with users and driving engagement and retention in 2025 and beyond.

Discover the ideal partners to elevate your engagement and retention strategies or explore the companies setting new standards in the industry—this map has it all.

The 2024 Market Map highlights every critical category within the app engagement and retention ecosystem, including:

• Engagement Platforms: From onboarding to loyalty, platforms like Airship, Braze, and CleverTap help you deliver personalized, omnichannel experiences that captivate users.
• Messaging: Tools like OneSignal and Sendbird keep your users informed and engaged through push notifications and in-app messaging.
• Re-engagement & Retargeting: Solutions like Adikteev and Remerge reconnect with lapsed users through data-driven campaigns that reignite interest.
• Product Analytics: Platforms like Amplitude and Quantum Metric provide actionable insights into user behavior, feature usage, and app performance.
• Consent Management: Tools like Axeptio and Usercentrics ensure compliance with global privacy regulations while maintaining seamless user experiences.
• User Research & Customer Feedback: Services like Qualaroo and Survicate allow you to gather insights directly from your audience to optimize app performance.
• No-code Development/UI & UX: Tools like Plotline and Stream empower teams to quickly prototype, refine user interfaces, and optimize app features without extensive coding knowledge.
• In-App Analytics: Real-time data platforms like Fullstory and Mixpanel help monitor user behaviors and identify areas for improvement.
• A/B Testing: Tools like Optimizely and SplitMetrics enable experimentation with features, layouts, and messaging for data-backed optimization.
• App Monitoring: Solutions like Embrace and Sentry ensure apps run smoothly by detecting performance bottlenecks and bugs in real time.
• Agencies: Specialists like Phiture and Yodel Mobile offer expert guidance for app growth and strategy, helping businesses scale efficiently.

The App Engagement & Retention 2024 Market Map is the ultimate guide to navigating this complex ecosystem. It empowers app professionals to choose the right tools and partners, ensuring long-term success and growth in a highly competitive environment.

The post Introducing the App Engagement & Retention 2024 Market Map appeared first on Business of Apps.

The highly anticipated App Growth Awards 2024 took place on December 5th, recognizing exceptional achievements and innovation in the global app industry. Held at the Hotel Adlon in Berlin, the event brought together industry leaders, visionaries, and rising stars to celebrate success across various categories.

This year’s awards featured a remarkable line-up of entrants who have all redefined excellence in their respective domains, driving growth, innovation, and creativity in the app ecosystem. An independent panel of judges, including representatives from the likes of Omdia, CCS Insight, Roku, Public, Sixt and more, evaluated over 200 entries to crown the winners.

So, without further ado, here are this year’s winners:

• App Growth Innovation: Purchasely’s Funnel Optimization in No Code
• App Marketer of the Year: Nathan Hudson, Perceptycs
• App Marketing Agency: Yodel Mobile
• App Marketing Platform: Appier
• App Store Marketing Campaign: ConsultMyApp & Macy’s
• Education App Campaign: Achieving High-Impact User Growth in Core Markets – Babbel & Thing02
• Entertainment App Campaign: HubX & UGC Ninja – Becoming Number 1 on TikTok
• Fastest Growing App: Localboss
• Finance App Campaign: AdQuantum’s Transformative Impact on GoMining
• Growth Team of the Year: Zigzag Puppy Coach
• Health & Fitness App Campaign: DocMorris’ Fully Digitalised Redemption Process
• Mobile Games Campaign: WeWard – Global Walk Cup 2024
• Retention Campaign: Kuda
• Revenue Optimization Campaign: Crea & madduck
• Social & Influencer Campaign: Ramped – Unlocking Growth in Hard-to-Reach Markets
• UA Manager of the Year: David Vargas, SplitMetrics
• User Acquisition Campaign: Tappx & Cooltra – Unlocking Success with Media Buying
• Outstanding Contribution: Moritz Daan

Big thanks to all of the entrants, finalists, judges, and winners. As always, the calibre and range of entries this year was amazing and every single entry deserves praise for their achievements over the past twelve months.

As we celebrate this year’s successes, we’re already holding our breath for next year’s event, eager to see the innovation and excellence that 2025 will bring.

The post App Growth Awards 2024 Winners Announced appeared first on Business of Apps.

Entravision, a leading media and advertising technology company, is pleased to announce the appointment of Jamil Downey as Vice President & General Manager, Americas for its mobile advertising and connected TV technology platform, Smadex. Reporting directly to Chief Revenue Officer Phil Gontier, Jamil will lead Smadex’s US expansion strategy, building on the division’s robust growth trajectory while leveraging Entravision’s extensive market presence and deep-rooted industry relationships to accelerate success.

Jamil brings a wealth of expertise from his tenure at Apple, where he spearheaded high-impact initiatives within the Apple Search Ads division. His exceptional leadership and strategic insight will be instrumental as Smadex continues to strengthen its reputation as a leader in programmatic advertising.

In his new role, Jamil will oversee strategic growth initiatives across the Americas, with a primary focus on the US market. Collaborating closely with the CRO and executive leadership, he will build on Smadex’s successes and drive broader adoption of its innovative ad solutions.

“As Smadex continues to execute on its ambitious growth plan, we are thrilled to welcome Jamil as the leader of our Americas team,” said Phil Gontier, Chief Revenue Officer at Smadex. “Jamil’s experience, strategic mindset, and deep industry knowledge make him the perfect choice to lead and accelerate our expansion. We are looking forward to the value he will bring to our team, clients and partners.”

Smadex continues to deliver exceptional revenue growth, significantly outpacing industry benchmarks. This performance reflects our commitment to innovation and delivering customer success. Jamil’s appointment underscores our dedication to sustaining this momentum and further solidifying Smadex as a leader in mobile and connected TV advertising.

“I’m excited to join Smadex at such a pivotal time of growth and opportunity,” said Jamil Downey, VP & GM, Americas at Smadex. “Smadex’s commitment to delivering impactful advertising solutions perfectly aligns with my vision for growth and innovation. I look forward to collaborating with the talented team to help accelerate success in the US market and beyond.”

Jordi de los Pinos, Founder and CEO of Smadex, also expressed his excitement about the appointment:

“Bringing Jamil on board is a significant step forward for Smadex as we expand our US presence. Jamil’s proven track record and expertise in driving high-growth initiatives will be instrumental  in taking Smadex to the next level. We are confident his leadership will make a lasting impact on our business.”

Entravision’s Smadex division continues to lead the way in mobile advertising innovation, delivering unparalleled solutions to brands domestically and internationally.

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The highly anticipated App Promotion Summit London is set to make a dynamic return to The Brewery on Thursday, April 24th, 2025. The summit will unite app marketing, growth, product, CRM and revenue leaders to share cutting-edge tactics and actionable strategies to grow and scale apps in 2025.

This year’s event promises an unparalleled opportunity for attendees to learn and network with top-tier app marketers and product experts. Featuring interactive workshops, engaging talks, panel discussions, and roundtable sessions, APS London 2025 is designed to spark innovation and foster collaboration.

2025 Keynote Address: Dmitry Gurski, Co-Founder & CEO of Flo

We’re also excited to announce that Dmitry Gurski, Co-Founder & CEO of the trailblazing health app Flo, will be the event’s keynote speaker. Flo’s meteoric rise, including its recent $1 billion valuation, stands as a testament to the transformative potential of apps in today’s market. Gurski will share insights from Flo’s journey, offering invaluable lessons for app developers and marketers.

Call for Speakers

Are you an industry expert with pioneering ideas and actionable insights? APS London is currently accepting speaker applications. Join an exceptional line-up and take the stage to inspire and educate our community of app innovators.

Partnership Opportunities

APS London offers unparalleled opportunities for partners to connect with decision-makers from some of the world’s leading apps. From showcasing your solutions in the exhibition area to shaping the conversation through agenda contributions, this is your chance to build authentic, impactful relationships. Get in touch to reserve your partner spot.

Don’t miss the chance to be part of APS London 2025.

Secure your ticket today.

The post APS London is BACK appeared first on Business of Apps.

Re-engaging iOS users remains one of the most effective ways to generate in-app revenue,  even after the rollout of Apple’s ATT framework. This audience has a higher life-time value (LTV) rate than Android users right now — and savvy mobile marketers are reaping the rewards.

Data shows that 50% of apps increased their overall advertising investments on iOS between Q1 2023 and Q1 2024. As 2024 progressed, AppsFlyer witnessed a 38% jump in advertising spend allocated to iOS remarketing campaigns, compared to the same period in 2023.

Learn more about the iOS re-engagement revival

Remerge, a demand-side platform (DSP) for global brands, and AppsFlyer, a leading Mobile Mobile Measurement Partner (MMP), have teamed up for a new report that analyzes the latest ad tech industry data and pinpoints what mobile marketers must consider when planning their 2025 strategies.

Roy Yanai, VP of Product at AppsFlyer, states in the report:

“As we approach 2025, we’re witnessing continued shifts in mobile advertising – where the strategies for user acquisition, engagement and monetization, user lifetime value and overall advertising ROI are increasingly connected. In particular, iOS users largely remain the golden geese of the mobile ecosystem, with their higher lifetime value and engagement rates making them a focus for ROI-centric advertisers.”

What’s inside the report:

• Expert advice on privacy, personalization, and market saturation from AppsFlyer’s VP of Product
• A go-live checklist for running high-performing iOS re-engagement campaigns
• iOS purchase data, ad spend and conversion metrics
• A guide to picking the right iOS retargeting DSP and Mobile Measurement Partner

Download your copy of the report today!

The post Remerge and AppsFlyer publish new report on iOS re-engagement for 2025 appeared first on Business of Apps.

App Promotion Summit Berlin 2024, set to take place on December 5th, promises to be a premier event for app marketing and growth professionals, offering cutting-edge insights into scaling and optimizing app performance.

Industry leaders will explore crucial topics, including leveraging AI in app marketing, privacy-first user acquisition, enhancing retention, and exploring subscription-based business models and new marketing channels.

The summit will feature over 60 speakers delivering more than 35 presentations, workshops, and interactive sessions across six specialized content stages: the Main Stage, Growth Zone, User Acquisition Zone, Product & Engagement Zone, Roundtable Zone, and App Talks.

Agenda highlights:

• Scaling with Meta Ads: Marcus Burke will explore how one of Europe’s leading apps successfully scaled to $5 million using Meta Ads.
• Influencer marketing insights: Dora Trostanetsky will host a discussion on the best practices and pitfalls of influencer marketing for user acquisition.
• TomTom’s growth success: Learn how TomTom’s “Growth Factory” drove a 300% increase in mobile revenue through rapid testing and streamlined processes.
• AI-enhanced Apple Search Ads: Babbel’s team will share how artificial intelligence revolutionized their Apple Search Ads campaigns.
• From app to web: A session on transitioning user acquisition strategies from apps to web platforms, featuring insights on mini landing pages and web onboarding.

With a strong focus on practical strategies and real-world success stories, App Promotion Summit Berlin 2024 is a must-attend event for app marketers and growth experts.

The post Learn how to grow and scale apps at APS Berlin appeared first on Business of Apps.

With over 1,000 mobile games and apps promoted through its rewarded user acquisition (UA) platform, Gamelight celebrates a key milestone in its journey. This success reflects the company’s commitment to supporting developers and game publishers globally. Using AI-driven tools, Gamelight has become a leading force in helping games thrive in a crowded marketplace.

Personalised player connections

At the heart of Gamelight’s platform is its ability to deliver personalised recommendations. By analysing user preferences and behaviour, Gamelight’s AI algorithm ensures that players discover games they’ll truly enjoy.

This not only enhances the player experience but also benefits developers by improving retention rates and creating more engaged audiences. With Gamelight, the right players always find the right games.

Expanding across global markets

Gamelight’s presence extends to some of the most influential gaming markets worldwide, including the United States, Europe, Japan, South Korea, and China. This global reach allows game publishers to explore new regions and audiences while introducing players from different cultures to a variety of games.

By working across such diverse regions, Gamelight offers a platform that bridges local expertise with global success.

Versatility across genres

One of Gamelight’s biggest strengths is its ability to work with all kinds of games. Whether it’s simple puzzle games, immersive RPGs, strategic titles, or merge games, Gamelight has established itself as a partner across nearly every segment of the mobile gaming industry.

Each campaign is carefully tailored to match games with players most likely to engage, ensuring game publishers achieve better results while users discover experiences they enjoy.

Proven industry leadership

The recognition from the latest AppsFlyer Performance Index highlights Gamelight’s position as a leader in mobile user acquisition. Ranked as the #1 rewarded UA source, the platform consistently delivers strong results for developers, particularly in regions like Western Europe, Japan, and South Korea, where it also ranks in the top two for multiple gaming categories, across all types of sources.

This achievement showcases Gamelight’s expertise in driving sustainable and impactful growth for game publishers.

Empowering developers with data

By leveraging advanced analytics and AI, Gamelight ensures game publishers get the most from their campaigns. Precise targeting translates to maximised return on ad spend (ROAS) and long-term player retention, regardless of the game’s genre or size.

With its focus on actionable insights and delivering high-quality users, Gamelight remains a trusted partner for game developers navigating the ever-changing mobile gaming market.

The post 1000 Apps and counting: Gamelight leads in mobile UA appeared first on Business of Apps.

App Promotion Summit Berlin 2024 is taking networking and conference planning to the next level with the launch of its event app. Designed to empower attendees, the app offers an array of features to maximize engagement and opportunities during the summit.

What you can do on the app:

• Build your app growth network: Browse the attendee list with intelligent filters to discover valuable connections. The AI matchmaking feature provides personalized recommendations to connect you with the right people.
• Plan your agenda: Access the full line-up of over 40 talks, workshops, panels, and interactive sessions across 7 stages. Decide which events to attend and ensure you make the most of your learning opportunities.
• Schedule valuable meetings: Request one-on-one meetings directly through the app. Simply select a date, time, and location, and the meeting will be seamlessly integrated into your personalized schedule.
• Meet top app platforms and agencies: Explore exhibitor profiles and bookmark companies to visit in person, streamlining your experience at the event.

With last year’s app facilitating over 4,000 message exchanges and resulting in hundreds of in-person meetings and more than 1,000 fresh connections, this year’s summit is set to surpass expectations. The event promises unparalleled opportunities to connect with leading app platforms and industry professionals.

The post App Promotion Summit Berlin 2024: Event app goes live appeared first on Business of Apps.

Track up to 100 keywords across all countries and languages at no cost.

In a bold move to democratize App Store Optimization (ASO), APPlyzer is thrilled to announce that its state-of-the-art keyword tracking tools are now available for free, indefinitely, for up to 100 keywords. This unprecedented offer allows developers to monitor an unlimited number of apps and competitors across all countries and languages without any financial investment.

Barrier-free ASO tools for developers

In today’s hyper-competitive digital marketplace, accessing and leveraging accurate ASO keyword data is essential. Historically, the high costs and limited availability of effective tools have hindered many developers’ ability to optimize and grow their applications. APPlyzer dismantles these barriers by providing comprehensive, real-time ASO insights traditionally associated with premium costs—now available at no charge.

Developed by award-winning ConsultMyApp

Engineered for peak performance by the ASO Company of the Year, ConsultMyApp, APPlyzer is designed to empower ASO marketers with an intuitive platform equipped with essential tools to enhance app visibility and discoverability.

“Offering APPlyzer for free up to 100 keywords underscores our commitment to supporting the developer community with powerful, accessible tools that fuel growth,” said Mike Rhodes, CEO of ConsultMyApp & APPlyzer. “By optimizing our processes and infrastructure, we’re able to keep costs low and pass these savings directly to our users, without compromising quality.”

Key features of APPlyzer’s free plan include:

• Comprehensive tracking: Monitor keywords across unlimited apps and competitors in any country and language.
• Competitive analysis: View the number of apps ranking for specific keywords, competitor rankings, and keyword competitiveness.
• Hourly category rankings: Receive the latest updates on app store rankings every hour.
• Historical data access: Utilize one year of historical data for both keywords and category rankings for strategic planning.

Source: APPlyzer

• Relevancy scoring: Improve metadata accuracy with dynamic keyword relevancy scores.
• Share of voice: Measure your app’s visibility in comparison to top competitors with instant Share of Voice figures.
• Opportunity spotting: Identify and capitalize on missed keyword opportunities crucial to your market.

Source: APPlyzer

• Keyword universe generator: Automatically generate a comprehensive set of keywords, including competitors’ terms.
• Autocomplete generator: Explore visibility opportunities with autocomplete features for both the Play Store and App Store.

Source: APPlyzer

• In-app event keyword tracking: Track how in-app event metadata impacts keyword rankings and uncover competitors’ terms.

Source: APPlyzer

Try APPlyzer today — elevate your app’s growth

APPlyzer stands as the ultimate tool for tracking, managing, and maximizing your app’s data value. Start optimizing your app’s ASO strategy by visiting APPlyzer’s website and registering for free access.

About APPlyzer

APPlyzer is an all-in-one ASO tool built by ConsultMyApp, the ASO Company of the Year, tailored to meet the needs of today’s developers. Our mission is to provide high-quality, accessible ASO tools to help developers succeed in the competitive digital landscape.

For additional information on APPlyzer and to sign up for the free service, please visit our website.

The post APPlyzer now offers free ASO keyword and ranking tracking tools appeared first on Business of Apps.

Bringing together 500+ app marketing, growth, product, CRM, and revenue experts for a day filled with insights, learning, and networking, App Promotion Summit Berlin 2024 is set to take place on Thursday, December 5th at the iconic Hotel Adlon in Mitte.

If you want to join the stellar line-up of speakers, apps, and brands who will be there, now is the time to secure your spot. Early Bird ticket sales end this Friday, November 8th. Don’t miss out on this opportunity — grab your Early Bird ticket here and secure your place.

Why attend APS Berlin?

The summit offers six rooms dedicated to in-depth talks, panels, workshops, and roundtables, covering the latest strategies in app growth. Attendees will have multiple networking opportunities, including coffee breaks, a networking lunch, and a celebratory drinks reception.

Who’s coming?

APS Berlin is your chance to hear from the likes of Flo, Vinted, Babbel, Blinkist, Freeletics, Stillfront Group, Flink, Zenjob, and more and network with the biggest names in app marketing.

Brands booked on include Clue, Bonial, FREENOW, Omio, Delivery Hero, Headway, adidas, Fastic, Ada Health, NordVPN, OpenTable, IQ Option, idealo, Kolibri Games, Deutsche Telekom and many more.

Don’t pass on the opportunity to save up to €500 with the Early Bird discount by registering before this Friday, November 8th.

The post APS Berlin Early Bird tickets end this Friday appeared first on Business of Apps.

We are excited to unveil the 2024 shortlisted finalists for the App Growth Awards, presented by Gamelight. This marks its eighth year of recognizing excellence in the global app industry.

Our expert panel of 18 independent judges whittled down over 200 submissions. The impressive variety of submissions from diverse companies underscores an industry full of innovation and ambition.

All of the shortlisted finalists will be celebrated and the winners announced at the ceremony taking place after App Promotion Summit Berlin on December 5th at Hotel Adlon.

The shortlisted finalists, organised by category, are as follows:

Health & Fitness App Campaign

• Flo Health & Ramped’s Breakthrough in Brazil
• DocMorris’ Fully Digitalised Redemption Process
• BetterMe Mental Health App
• WeWard’s Global Walk Cup 2024
• Lifesum’s Starter Kit for Success
• Adidas Running

User Acquisition Campaign

• Rethinking the Customer Journey – Webrepublic
• The F*** Club – Twigeo
• Unlocking Success with Media Buying – Tappx & Cooltra
• Driving Member Acquisition – Apadmi & Co-op
• Inspiring Path from Goals to the Winning Plan – Mobupps

Retention Campaign

• Starter Kit for Success – Lifesum
• Burger King & Jampp
• Kuda
• Big Huge Games & RevX
• Crea & madduck

App Store Marketing Campaign

• Veezu & Redbox Mobile
• ConsultMyApp & Macy’s
• Ecosia x Replug
• MonopolyGo & yellowHEAD
• Frank Energie & Wuzzon

Revenue Optimization Campaign

• Taimi’s Strategic Feature Substitution
• Crea & madduck
• Mindset & Conversion Rate Store
• Smadex’s Data Driven Revenue Growth
• Go1’s Embracing Local Moments

Social & Influencer Campaign

• FaceYogi’s Social Media Triumph
• Aix’s X InstantWin Campaign for Mafia 42
• Taimi
• Unlocking Growth in Hard-to-Reach Markets – Ramped
• heyroom

Finance App Campaign

• Curve & Incubeta
• ANNA & Growthcurve
• GoMining & AdQuantum
• Pockit & Addesu
• Exness Go & Persona.ly

Mobile Games Campaign

• Papaya & Smadex
• Global Walk Cup 2024 – WeWard
• Wargaming & SplitMetrics
• Grand Summoners & Persona.ly

Education App Campaign

• Splash Learn
• Headway
• Babbel & Thing02

Entertainment App Campaign

• HubX & UGC Ninja
• Shahid &Tappx
• Wavve & Persona.ly
• Disney & Creative Clicks

App Growth Innovation

• Purchasely
• Xeropan
• AppsFlyer’s Innovative Drive
• Headway’s Empathy-Based Onboarding
• Phiture’s Fully Autonomous Testing with GenAI

Fastest Growing App

• Localboss
• Wave AI
• Tappz
• WeWard
• Zumba

Growth Team of the Year

• Mimo’s Marketing Team
• ChatOn User Acquisition Team
• Zigzag Puppy Coach
• Yodel Mobile Team
• StillFront Marketing Hub

App Marketer of the Year

• Sergi Rodriguez, Bumble
• Allen Park, aix
• Nathan Hudson, Perceptycs
• James Ventris – ConsultMyApp
• Ekaterina Gamsriegler, Mimo

UA Manager of the Year

• David Vargas, SplitMetrics
• Antonio Gomez, Admiral Media
• Marcus Burke, SKAN Consultant

App Marketing Platform of the Year

• CleverTap
• OneSignal
• Appier
• MobileAction
• Adapty

App Marketing Agency of the Year

• ShyftUp
• Yodel Mobile
• AppAgent
• Creative Clicks
• Tatam

Outstanding Contribution to the App Industry

The winner will be announced on the night

Congratulations to all of the finalists, and commiserations to the entries that didn’t make it through.

The post App Growth Awards 2024 – Finalists Announced appeared first on Business of Apps.

Gamelight, the AI-powered user acquisition platform for mobile games, has been named the #1 rewarded source globally in the latest AppsFlyer Performance Index, reinforcing its position as a leading mobile marketing platform. This prestigious recognition highlights Gamelight’s success across multiple genres and geos, including its rapid expansion into Japan and South Korea, where it also ranks among the top platforms.

Dominating the rewarded user acquisition landscape

The AppsFlyer Performance Index is a widely recognised standard in mobile advertising, ranking the best-performing media sources annually. Based on extensive data analysis, this latest edition highlights Gamelight’s dominance as a rewarded source. With its advanced platform and innovative approach, Gamelight has transformed rewarded user acquisition (UA) into a key growth driver for game publishers across the globe.

This shift has led to Gamelight’s rise to the #1 spot in rewarded marketing, surpassing many established sources in the industry. Additionally, Gamelight has solidified its status as one of the top mobile marketing platforms, recognised for delivering exceptional results across various categories.

In the previous AppsFlyer Performance Index, Gamelight was already ranked among the top three platforms in several categories, demonstrating consistent growth and influence. This year, it has not only excelled in the rewarded space but has also achieved #2 rankings across all media sources in key verticals and geos, including Casual gaming in Western Europe, Japan, and South Korea. These accomplishments highlight Gamelight’s commitment to delivering high-quality user acquisition at scale.

Expanding into key markets: Japan and South Korea

Gamelight’s recent expansion into Japan and South Korea has resulted in top rankings across both regions. In these important mobile gaming markets, Gamelight has secured leading positions, particularly in the Casual gaming vertical, where it ranks among the best performers.

These achievements demonstrate Gamelight’s ability to successfully adapt its rewarded UA strategies to diverse markets, further strengthening its presence and influence on a global scale.

The Gamelight effect: Shaping the rewarded UA ecosystem

Since its launch, Gamelight has been a driving force in elevating rewarded UA from a secondary user acquisition channel to a primary focus for game publishers. Its innovative use of an advanced AI algorithm and data analytics has inspired new companies to adopt the model, driving a wave of growth in the rewarded marketing ecosystem.

Gamelight’s powerful AI algorithm meticulously analyses user behaviour and preferences, allowing Gamelight to deliver highly targeted and effective campaigns. This AI-powered precision targeting matches users with games they’re most likely to enjoy, boosting retention rates and maximising lifetime value (LTV). By prioritising key performance indicators (KPIs) like ROAS, LTV, and long-term retention, Gamelight consistently drives outstanding results, providing its partners with a competitive advantage in user acquisition and revenue growth.

The company’s influence has been particularly visible in bringing iOS to the forefront of rewarded advertising, expanding its presence across platforms and reshaping industry standards. Previously, iOS had a relatively small presence in rewarded channels. However, Gamelight’s impact has shifted the landscape, prompting more companies to adopt Gamelight’s product model and implement similar strategies.

The recognition from AppsFlyer’s Performance Index solidifies Gamelight’s role in reshaping the mobile marketing landscape, and we’re excited to keep pushing boundaries in rewarded user acquisition.

Conclusion: Gamelight at the forefront of mobile marketing

Gamelight’s recognition in the AppsFlyer Performance Index as the #1 rewarded source and as a top mobile marketing platform highlights its ongoing success and leadership. The platform’s rise in Japan, South Korea, and across Western Europe proves its ability to drive high-quality user acquisition and outperform major competitors.

As the rewarded UA landscape evolves, Gamelight continues to lead the way, helping game publishers worldwide optimise their campaigns and achieve significant growth. This latest achievement in the AppsFlyer Performance Index sets the stage for continued innovation and success in the mobile gaming industry.

The post Gamelight recognised as #1 rewarded source in latest AppsFlyer Performance Index appeared first on Business of Apps.

According to multiple industry forecasts, the fintech market is expected to exceed $900 billion by 2030. This growth is fueled by adoption and innovation in digital payment solutions, such as mobile wallets, blockchain tech, and contactless payments.

Machine learning-powered performance advertising solutions company Moloco has put together a fintech app marketing guide that covers open internet marketing channels.

With this guide, you will learn:

• Why walled gardens aren’t enough: Understand their limitations and explore the untapped potential of the open internet.
• Unlocking the open internet: Learn user acquisition strategies that extend your reach beyond walled gardens.
• Key pillars of success: Dive into performance optimization, incremental reach, and user-friendly marketing tactics.
• Fintech-specific creative best practices: Build high-performing ad creatives for banking, investment, payments, and crypto apps.
• Real-world case studies: Discover how other fintech apps achieved massive success using these game-changing strategies.

Download the guide to scale your fintech app on the open internet.

The post How to scale your fintech app on the open internet appeared first on Business of Apps.

App Promotion Summit returns to Berlin on Thursday 5th December and we’d love to see YOU there. Join 500+ app marketers and product leaders from the world’s leading apps and brands including:

Taxfix, Flo, Vinted, Clue, Babbel, FREENOW, Bonial, DocMorris, Funstage, Blinkist, EnBW, Zalando, adidas Runtastic, ParshipMeet Group, Deutsche Telekom, Yubo, Bitpanda, OpenTable, Lotum, Prematch, Kleinanzeigen, JAUMO, Fastic, calimoto, SYBO Games, NeuroNation, Skoove, IQ Option, Kolibri Games, The Telegraph, Readdle, Welltech, Outfit7, Trade Republic, idealo, BSH Hausgeräte, NordVPN, Futureplay Games, Flink, Bending Spoons, Mimo, LOTTO24, Kaspersky, Omio, PAYBACK, Zenjob, Freeletics and Delivery Hero.

Networking & Experiences at APS Berlin

It’s easy to make authentic connections at App Promotion Summit events with  lots of networking opportunities including Breakfast and Lunch brought to you by Customer.io, as well as a Morning Coffee Break, Afternoon Tea and then a Drinks Reception hosted by Gummicube. You’ll also get access to the App Promotion Summit networking app where you can connect with other attendees.

Learn how to grow and scale apps at APS Berlin

If you would like to join APS Berlin now is the time to get a ticket, the Early Bird discount will be ending on 8th November.  You can also join us as a partner.

The post Who’s coming to APS Berlin 2024? appeared first on Business of Apps.

The post Introducing the App User Acquisition Ecosystem Market Map appeared first on Business of Apps.

Today app marketers face a number of challenges with growing their app’s user base and retargeting is a proven solution to tackle them. As user acquisition costs continue to rise, retargeting existing app users provides a real cost-effective alternative.  Also, data-drive insights and personalization enable retargeting to bring back users who abandoned the app.

User data privacy regulations caused deprecation of third-party cookies and retargeting is the tool to use first-party data to run effective ad campaigns, while respecting users’ privacy. Finally, retargeting allows to extend the customer lifecycle, which directly impacts the Life Time Value of that customer.

In the new 2024 Retention Survey, leading app growth company Adikteev reveals:

• 75% of app marketers reported using retargeting as a key strategy
• 61.8% found it highly effective for re-engaging users

If you’re not fully optimizing your retargeting efforts, you could be missing opportunities to reconnect with high-value users.

Curious to see how your retention strategy compares?

Download the report now to discover insights that can elevate your approach.

The post 2024 Study: 75% of Leading App Marketers Report Retargeting as a Key Strategy appeared first on Business of Apps.

App Promotion Summit Berlin is the place to learn how to grow and scale apps and understand key topics including AI-enabled marketing, Product-led growth, Retention, AdAttributionKit and Subscriptions.

We’re excited to share a preview of the 2024 agenda, which will feature 6 stages of content, 50+ speakers, across 30+ sessions.

• App Promotion Summit Berlin will include some of the world’s top app growth and product experts including:
• Aitor Abonjo, Director CRM, Flink
• Ekaterina Gamsriegler, Head of Marketing, Product Growth, Mimo
• Roma Rey, Head of CRM, LOVOO
• Marta Ewa Fogel, Head of Marketing, NeuroNation
• Marcus Burke, SKAN User Acquisition & Growth Consultant
• Edwin McCormack, CMO, Skoove
• Jelena Zbijowski, Head of CRM & Product Marketing, Blinkist

Our agenda will feature upfront app growth content across the funnel including the following sessions:

• Transitioning User Acquisition from App to Web – Gessica Bicego, Fractional CMO, Ahead
• The Power of Paywalls: Using Cognitive Biases to Boost Conversions – Max Amelang, Product Marketing Manager, Prematch
• App Re-Engagement Mastery: Maximizing Growth and Retention Through Strategic Re-engagement Campaigns – Ali M., Senior Digital Marketing Manager, Vinted
• The Dos and Don’ts of Influencer Marketing – Dora Trostanetsky, Growth Marketing Lead, Trade Republic

We would love for you to join us at App Promotion Summit Berlin on 5th December at Hotel Adlon as we discover the future of app growth.

The post The App Promotion Summit Berlin 2024 agenda is live appeared first on Business of Apps.

One of the most impactful recent developments for the app industry was Apple’s introduction of the App Tracking Transparency (aka ATT) framework. It sent app marketers on a quest to find a new way for tracking mobile app users’ behavior.

To meet this demand, Apple had released SKAdNetwork (aka SKAN) which brought a new framework for app marketers to measure ad campaigns performance, while still respecting app user privacy.

Mobile growth platform Smadex has just released “A roadmap of iOS Advertising from SKAN to AdAttribuionKit” guide to help app marketers to learn about SKAN and use it efficiently for their mobile ad campaigns.

With this guide you will:

• Learn about the key concepts of SKAN such as App IDs, Source IDs, conversion values, and postbacks;
• Transition your existing campaigns to SKAN 4.0 to take advantage of its enhanced capabilities and ensure compliance with the Apple’s privacy standards;
• Optimize your current campaigns by mapping relevant variables using tools like Smadex’s Flexible Mapping to gain deeper insights into performance;
• Keep yourself up-to-date with the latest SKAN developments, including AdAttributionKit (AAK), and more.

Download the guide here.

The post Mastering SKAdNetwork for app marketing success [new guide] appeared first on Business of Apps.

We hope you can join us in Berlin this December for Europe’s most loved app event.

Super early bird ticket sales end this Friday and can save you up to €500.

App Promotion Summit Berlin always sells out so now is the time to register if you want to attend alongside other app marketing, growth, product, CRM and revenue leaders.

You’ll be able to enjoy lots of networking experiences including breakfast, coffee break, lunch, afternoon tea and a drinks reception. All hosted in our stunning 5* venue.

Book your ticket now to learn from the likes of Vinted, Blinkist, Trade Republic, LOVOO, Mimo, Skoove and Prematch across 5 rooms of app growth content covering the latest topics including AI-enabled marketing, Retention, web2app funnels and AdAttributionKit.

Brands booked on include Taxfix, Kleinanzeigen, Clue, FREENOW, Bonial, DocMorris, Funstage, EnBW, Zalando, adidas Runtastic, OpenTable, JAUMO, Fastic, IQ Option, The Telegraph, Outfit7, idealo, BSH Hausgeräte, Lotum, Flink, LOTTO24, Kaspersky, Omio, PAYBACK, Zenjob and Delivery Hero.

Our exhibition areas will be hosting some of the world’s top app platforms and agencies.

If you want to get ready for the next app growth frontier in 2025 then you need join us on Dec 5th.

The post APS Berlin 2024 Super Early Bird Tickets End Friday appeared first on Business of Apps.

Are you ready for the next app growth frontier? Join us at App Promotion Summit Berlin to get ready to scale and grow apps in 2025.

The post Are you ready for the next app growth frontier? appeared first on Business of Apps.

Remerge is conducting a short survey to find out what marketers think about the effectiveness of app marketing campaigns.

You’ll get a copy of the full results once the survey closes on September 30, 2024. And as thank you for your time, you’ll be entered into a prize draw to win a €300 Amazon voucher. Don’t forget to submit your details at the end of the survey for your chance to win.

Take part now.

The post Last chance: Tell us what you think about app marketing appeared first on Business of Apps.

The App Growth Awards 2024 are fast approaching, with the deadline for entries set for this Friday. Recognizing excellence in app marketing and growth, the awards are open to global participants across a wide range of categories, and submitting your entry is both free and simple.

Why should you enter?

• It’s free to participate.
• The application process takes just a few minutes.
• Winning will boost your company’s visibility and reputation in the app industry.
• Competitors are entering – don’t let them walk away with the prize!

The awards have already attracted top brands, leading apps, agencies, and major platforms in user acquisition, analytics, and engagement. This is your chance to ensure your company stands out among industry leaders.

Call for Judges

The App Growth Awards are judged by an independent panel, and there’s an opportunity to join this esteemed group. Judges will receive a VIP ticket to the gala ceremony and gain industry recognition. Judging is conducted entirely online and requires just one hour of your time. Interested?

Apply to be a judge here.

2024 Award Categories

The App Growth Awards feature categories that span many different areas of the app industry, including:

• App Growth Innovation
• Fastest Growing App
• Growth Team of the Year
• App Marketer of the Year
• App Product Manager of the Year
• App CRM Manager of the Year
• UA Manager of the Year
• App Marketing Platform of the Year
• App Marketing Agency of the Year
• User Acquisition Campaign
• Retention Campaign
• App Store Marketing Campaign
• Revenue Optimization Campaign
• Social & Influencer Campaign
• Shopping App Campaign
• Finance App Campaign
• Mobile Games Campaign
• Education App Campaign
• Entertainment App Campaign
• Health & Fitness App Campaign
• Outstanding Contribution to the App Industry

The post Final call: App Growth Awards entries close this Friday appeared first on Business of Apps.

App Promotion Summit returns to SF on Thursday 26th September and we’d love to see YOU there along with 200+ app marketers and product leaders from the world’s leading apps and brands including:

Bumble, Houzz, Canva, LinkedIn, Walmart, Mozilla, Public, Sephora, Crunchyroll, Stash, Fanatics Sportsbook, McAfee, Huckleberry Labs, J.Crew, Perfect365, Amazon Music, The Gap, Zynga, Monzo, Cronometer, Unico Studio, Weedmaps, Sobeys, Reddit, Poshmark, Reddit, Inkit and Upwork. 

Attendees are already connecting in our dedicated App Promotion Summit app and looking forward to lots of networking experiences including Breakfast, Coffee Break, Buffet Lunch hosted by Creative Clicks, Afternoon Tea as well as a Drinks Reception hosted by Gummicube.

They are looking forward to a packed agenda with 3 rooms of content covering all the latest app growth topics including AI, AdAttributionKit and Onboarding led by some of the world’s top app growth experts.

If you would like to join us now is the time to get a ticket or come on board as a partner.

The post Who is coming to APS San Francisco 2024? appeared first on Business of Apps.

The battle for the short-form video crown is still ongoing, with TikTok, Instagram and YouTube all battling for eyeballs.

According to research published in our Video Streaming App Report, TikTok and Instagram Reels are neck and neck in terms of app users. Both platforms handle about 1.5 billion active users a month.

Short-form video active users 2023 (mm)

TikTok was the original short-form video app, ballooning in popularity during the coronavirus pandemic. This led to Instagram, YouTube, Snapchat, LinkedIn and a few others to launch their own versions of short-form video, some of which have already been canned.

YouTube and Instagram Reels are the two main competitors to TikTok. YouTube Shorts, which is integrated into the YouTube app, has been accessed by two billion users, although we are not sure how many actively use Shorts in a similar way to TikTok and Reels.

Snapchat Spotlight is the other short-form video platform, although because of Snapchat’s smaller userbase it is not at the same level as the other three. It had about 350 million active users.

In terms of future growth, Instagram Reels has the advantage of the Indian market, where TikTok is banned. YouTube may also be able to add more users with a dedicated Shorts app, although it may be worried about splitting the YouTube audience.

TikTok is growing at a faster rate in mature countries, but faces potential future restrictions in the United States and other countries, as tensions with China continue to escalate. YouTube and Instagram, already banned in China, do not face these same pressures.

For YouTube and Instagram, the worry of diverting audiences from highly lucrative ad markets – in YouTube’s case longer form videos and in Instagram’s from Stories – has been placated by advertising industry’s interest in short-form video.

TikTok generated about $16 billion in 2023, primarily from advertising. Instagram Reels made close to $20 billion. YouTube has not broken down its advertising revenues by type, but we expect Shorts is a multi-billion dollar segment of it.

Want to learn more about the video streaming app industry? Check out our Video Streaming App Report

The post TikTok and Instagram Reels neck and neck in app usage appeared first on Business of Apps.

It’s been more than a year and a half since ChatGPT-4 demonstrated phenomenal advances in the AI tech. It impacted so many branches of economy, revolutionized digital marketing, visual production, scientific research, and much more.

This breakthrough technology transforms how mobile game and app marketing teams work around the globe. ChatGPT-4, Gemini, Anthropic demonstrate its efficiency in speeding up both text and visual creatives production, as well as ad campaigns analysis and forecasting.

Ad intelligence platform SocialPeta has just released its Mobile Games & Apps, H1, 2024 report. In its 130 pages, it provides deep analysis of the Generative AI impact on marketing of mobile games and app, the continuous rise of the short-form video content, and more.

Key insights

• Gaming Market Recovery: Revenue increased by 4.7% even as downloads declined, with strategy and hyper-casual games showing strong performance.
• Ad Spending Patterns: iOS accounted for 40% and Android for 60% of total ad spend.
• Emerging Segments: Mini-games and AI-Generated Content (AIGC) are becoming popular, especially in RPGs and strategy games.
• AI Innovation: AI is driving new developments, with social media boosting content virility.
• Short Dramas + TikTok: Emerging as key strategies for global market growth.
• Health Products: The U.S. remains the leader in this expanding market segment.

Download for free here

The post AI’s impact on mobile marketing: 130-page H1 2024 report appeared first on Business of Apps.

Discover how fintech app Bilt Rewards is enhancing user retention by delivering a consistent and personalized experience across multiple channels at scale.

In an insightful on-demand session from App Promotion Summit NYC 2024, industry leaders explore the strategies, technologies, and collaborative efforts needed to maintain unified messaging and precise targeting throughout the customer lifecycle.

This session offers valuable insights into how Bilt successfully engages users across various touchpoints, driving both adoption and retention.

Key learnings include:

• The strategy, technology, and teamwork it takes to orchestrate unified messaging and precise targeting across the customer lifecycle
• How the Braze customer engagement platform enables Bilt to orchestrate cohesive cross-channel user experiences across email, SMS/MMS, push notifications, in-app, and more
• The impact Bilt’s approach has had on engagement, adoption, and retention

Speakers include Kelsey Nelson, VP of Product Marketing at Braze, and Sean Collins, VP of Growth Marketing at Bilt Rewards, who bring their expertise on customer engagement and growth strategies.

Their discussion provides actionable strategies for anyone looking to enhance their app’s user experience and retention efforts.

Access the session here.

The post How to drive retention through cross-channel customer journeys appeared first on Business of Apps.

The App Growth Awards 2024 are now open for entries.

Does your app team have what it takes to join the finalists at our winners ceremony taking place after App Promotion Summit Berlin on 5th December?

There is no cost to enter and all finalists get a complimentary ticket to the awards ceremony.

This year we have a number of new categories celebrating success and achievement in app growth.  The deadline to enter is 27th September.

2024 Categories:

• User Acquisition Campaign – Open to entries for any app UA campaign that has provided excellent results in terms of user growth.
• Retention Campaign – This award is open for entries for campaigns delivering a significant improvement in engagement and retention for an app.
• App Store Marketing Campaign – This award is for any successful app store marketing campaign including organic, ASO, Apple Search Ads or other app store related activity.
• Revenue Optimization Campaign – Open to app campaigns delivering revenue growth from subscriptions, IAPs or ad revenue.
• Social & Influencer Campaign – Open for entries that demonstrate outstanding results in the field of social media and influencer marketing for apps.
• Shopping App Campaign – This award is for campaigns demonstrating outstanding results within the e-commerce and retail app space.
• Finance App Campaign – Recognising excellence within the fintech, payments, crypto or banking app marketing campaigns.
• Mobile Games Campaign – Open to entries from campaigns that have demonstrated outstanding results within the mobile games space.
• Education App Campaign – This award is for any app campaign that can demonstrate outstanding results within the education and learning space.
• Entertainment App Campaign – Awarded for showing excellence within the sports, media, publishing and wider entertainment app sectors.
• Health & Fitness App Campaign – This award is for app marketing and growth campaigns within the health and fitness app space.
• App Growth Innovation – Open for entries from any brand, agency, service provider or developer that has created new and innovative channels, techniques, tactics or strategies to increase growth in the app ecosystem.
• Fastest Growing App – Awarded to an app that has demonstrated rapid growth and traction in the last year. Evidence must show significant growth in one of these areas: usage, downloads and revenues.
• Growth Team of the Year – Open for entries from brands, app developers, publishers and agencies that have a team of rock stars dedicating their time to user acquisition, growth and marketing.
• App Marketer of the Year – This award is for an individual that has demonstrated outstanding best practices for marketing and growth at an app brand, startup or agency.
• App Product Manager of the Year – This award is open for entries for a product manager that has delivered exceptional results in their role at an app brand, start up or agency.
• App CRM Manager of Year – Awarded to an individual working on CRM / Retention for an app brand, start up or agency that has illustrated exceptional results.
• UA Manager of the Year – Awarded to an individual working on user acquisition for an app brand, start up or agency that has illustrated exceptional results.
• App Marketing Platform of the Year – Recognising the most innovative, effective and successful platform in driving app marketing success.
• App Marketing Agency of the Year – Open to all mobile and app marketing and non-specialist agencies that can illustrate outstanding offerings in the area of mobile growth and app marketing.

Good luck to all our 2024 App Growth Award entrants.

Ps If you want to attend App Promotion Summit Berlin or take part as a partner now is the time to get involved.  Ticket sales are up 75% on this time last year and the majority of our exhibition spaces are already allocated.

The post Are you an App Growth Award winner? appeared first on Business of Apps.

In the fast-paced world of app marketing, having the right tools can make all the difference. This year, Addict Mobile is leaping forward with the launch of the Addict Mobile Hub, a revolutionary platform designed to empower UA professionals to achieve superior results with greater efficiency and control.

This tool provides greater transparency and visibility into campaign performance. This approach is in line with Addict Mobile’s DNA, which is 100% focused on performance and delivering results for its clients.

Simplify campaign management with advanced technology

The Addict Mobile Hub revolves around 4 key features, each addressing specific challenges within UA management:

Addict Mobile Dashboard

The Addict Mobile Dashboard consolidates all campaign data into a unified platform, allowing you to retrieve all MMP (Mobile Measurement Partner) data from each source activated. It’s the essential tool for a complete and transparent view of performance. It stands out with its comprehensive data integration, processing of SKAN data with enhanced accuracy and customization to address recent privacy concerns for better visibility on iOS performance.

Unlike existing tools, it uses client-specific estimation models, offering unprecedented insights directly accessible on the platform. This customizable dashboard comes with numerous filters and breakdown options such as date, source, country, and OS, turning what used to take hours of data parsing into a streamlined process.

Creatives Performance

This is a unique tool on the market that centralizes all creative assets’ performance metrics. Thanks to estimation models and data collection, this feature offers a complete view of creative performance by channel.

Updated once a day, it improves transparency on key creative KPIs (CPM, CTR, CVR, IPM, CPA, ROAS), crucial for understanding how effective user acquisition efforts are and optimizing creative strategies.

Marketers benefit from insights typically fragmented across MMPs, sources, and SKAN networks, now consolidated for simplified export and data visualization.

Creative Performance feature

Click on image for full size

Source: Addict Mobile

Media Library

The Media Library acts as a comprehensive catalogue for all campaign creatives, offering visualizations in list and full-screen formats. It provides real-time visibility into the status and distribution of produced creatives with multiple filter options, making it easier to monitor and manage creative assets across different campaigns and channels.

Performance Forecast

This ultimate feature provides data projection of your performance up to 180 days in advance, leveraging organic and historical campaign data for proactive decision-making.

It analyses the last six months of real data to project into the long term by source and country over different time frames.

Daily updates ensure marketers can confidently plan using projected long-term performance metrics, bridging the gap between immediate action and future campaign strategies.

A Game-changer for marketers

There is no tool on the market today that can centralize all the data from diverse sources, MMPs, manual estimates, and projections into a single tool. This approach frees up time to focus on strategic planning and creative thinking, rather than on reporting and data mining.

“The Addict Mobile Hub improves the way our team plans, executes, and evaluates UA campaigns. By providing tools that streamline data analysis and improve operational efficiency, Addict Mobile ensures that our clients’ performance targets are not just met, but exceeded,” explains Manuel Pacreau, CEO of Addict Mobile.

The Addict Mobile Dashboard

Click on image for full size

Source: Addict Mobile

The company includes its Hub as part of its service, as well as creative production, at no additional cost for clients who entrust their UA budgets to them. This distinctive approach places Addict Mobile in a unique position within the market, highlighting its dedication to achieving top performance. The dedicated team works tirelessly to meet every client’s performance goals.

For more information or to schedule a demonstration of the Addict Mobile Hub, interested parties can contact the expert team here.

The post Addict Mobile launches its HUB to enhance visibility and data analysis for UA campaigns appeared first on Business of Apps.

As the costs and complexities of acquiring new users continue to rise, marketers are increasingly focusing on user retention as a key growth strategy. Research reveals that it is 6-7 times more expensive to acquire a new customer than to encourage an existing one to make a repeat purchase. To help marketers navigate this shift, we are pleased to announce that Braze’s Retention Playbook is now live on the Business of Apps website.

This comprehensive playbook is designed to provide marketers with the tools and strategies they need to keep users engaged and coming back for more. The playbook covers:

• 5 Essential retention tactics: Learn about the key tools, channels, and metrics crucial for retaining users and driving growth
• Building anti-churn safeguards: Discover how to design effective strategies to minimize churn and keep your user base loyal
• Real-world success stories: Get inspired by successful retention strategies implemented by leading brands like Immobiliare, Peacock, and Picklebet

For marketers looking to enhance their retention strategies and achieve sustainable growth, this Retention Playbook is an invaluable resource.

Don’t miss out on these insights—check out the playbook now to start transforming your retention game!

The post Want to master app user retention? [Playbook] appeared first on Business of Apps.

The App Growth Ecosystem 2024 Market Map is now live. This comprehensive resource is designed to help app developers, marketers, and businesses navigate the ever-evolving landscape of tools and services that fuel app growth and success.

Whether your goal is to boost user engagement, optimize performance tracking, drive more installs, or maximize revenue, our market map provides a clear and strategic path forward with the industry’s top solutions.

The App Growth Ecosystem 2024 map is organized into key sectors vital for app growth:

• App engagement platforms: Enhance user retention with powerful engagement tools
• Subscriptions and revenue: Maximize earnings with subscription and revenue management platforms
• App metrics: Stay ahead with robust performance tracking
• Mobile measurement partners (MMPs): Optimize your marketing campaigns’ performance
• App store marketing: Boost visibility in app stores
• In-app analytics: Understand user behavior in-depth
• User acquisition: Drive user growth
• App advertising: Monetize effectively with powerful ad networks
• Agencies: Get expert support for your app strategy

The App Growth Ecosystem 2024 Market Map is the go-to resource for navigating the complex ecosystem of app growth solutions. It provides a clear and concise overview, helping app professionals select the right tools and partners to fuel their growth strategy.

Download the map now, connect with the industry’s top players, and supercharge your app growth in 2024 and beyond.

The post Introducing the App Growth Ecosystem 2024 Market Map appeared first on Business of Apps.

According to AppsFlyer, around 40% of iOS users now opt into ad tracking on their devices — and this number will continue to grow.

In a new episode of Remerge’s Apptivate podcast, Roy Yanai, the VP of Product at AppsFlyer, breaks down what the ad tech industry has learned after three years of the App Tracking Transparency (ATT) framework and how mobile marketers can increase user opt-in rates for their app.

The episode also covers:

• Roy’s secrets to staying on top of the latest industry changes
• Mobile ad spending trends
• The Android Privacy Sandbox and its Protected Audience API
• A definition of media mixed modeling

Listen to Apptivate episode 188: From ATT to AdAttributionKit and subscribe to the show via your preferred streaming platform to ensure you never miss an episode.

The post What have we learned after three years of Apple’s ATT framework? appeared first on Business of Apps.

The first look agenda for App Promotion Summit San Francisco 2024 is now live and covers the latest in app growth and product including AI-enabled App Marketing, privacy-centric user acquisition, retention, subscription business models, product-led growth and data-driven decision making.

The in-person conference at the W Hotel on September 26th will feature a main stage exploring app growth across the funnel plus a workshop room and a roundtable room allowing for in-depth discussions.

You will learn from speakers from Tynker, Public, Appmasters, Baz, Kongregate and more.

Some confirmed sessions include:

• Optimizing Decision-Making with A/B Testing: A Data-Driven Approach to Success – Tina Kim, Director of Product Management, Huckleberry Labs
• The Subscription Value Loop: A Framework for Growing Consumer Subscription Businesses –  Phil Carter, Growth Advisor, Elemental Growth
  
• The AI Edge: Revolutionizing Mobile App Promotion – Jenny Pollock, Mobile App Expert & Founder, Women and AI and Fabien-Pierre Nicolas-Kim, Co-founder & CEO, Titan AI
  
• DisAdvantage+: 10 Hot Fixes for App Marketers for Meta’s Broken Algorithm – Marcus Burke, SKAN User Acquisition & Growth Consultant
  
• Tips to Create a Holistic App Store Marketing Strategy – Elizabeth Devine, App Growth Consultant, AppTweak

Grab your tickets here if you haven’t already. We can’t wait to welcome you at the event.

The post The App Promotion Summit SF agenda is live appeared first on Business of Apps.

In last week’s webinar hosted by Business of Apps, experts from Dataseat, Kochava, Verve, and Wavemaker explored the transformative impact of Apple’s AdAttributionKit on mobile advertising. AdAttributionKit introduces advanced features like enhanced granularity and re-engagement support, designed to maintain campaign effectiveness while prioritizing user privacy.

The panellists emphasized that while the introduction to AdAttributionKit brings challenges—such as navigating crowd anonymity and managing delayed postbacks—it also offers substantial opportunities for advertisers who adapt quickly. By embracing these tools, advertisers can achieve compliance while optimizing their campaigns in a privacy-conscious landscape.

A central theme of the discussion was the shift from deterministic to contextual advertising. Apple’s privacy-first approach forces marketers to rethink their strategies. AdAttributionKit provides a solution by enabling precise, privacy-compliant attribution, though it requires a significant adjustment in how campaigns are measured and optimized.

As the speakers noted, advertisers who update their apps to leverage AdAttributionKit’s capabilities will gain a competitive edge. The slow adoption of SKAdNetwork taught valuable lessons; this time around, the industry must be proactive to fully harness the benefits of Apple’s latest framework.

The post Winning with privacy-first mobile campaigns: Key insights from Verve webinar appeared first on Business of Apps.

Now in its 8th year, The App Growth Awards celebrate success and innovation in the app industry.

Entries are evaluated by an independent panel of judges with previous winners from companies including Google, Smule, Blinkist, Babbel, Ada Health, The Hut Group, AppLovin, OneSignal, Sweatcoin, Airship and Adidas.

The awards are held in conjunction with App Promotion Summit Berlin with the winners ceremony taking place after the event on 5th December at Hotel Adlon.

There is no cost to enter – every company can enter up to three categories.

Entries are now open for the 2024 awards:

• User Acquisition Campaign
• Retention Campaign
• App Store Marketing Campaign
• Revenue Optimization Campaign
• Social & Influencer Campaign
• Shopping App Campaign
• Finance App Campaign
• Mobile Games Campaign
• Education App Campaign
• Entertainment App Campaign
• Health & Fitness App Campaign
• App Growth Innovation
• Fastest Growing App
• Growth Team of the Year
• App Marketer of the Year
• App Product Manager of the Year
• App CRM Manager of the Year
• UA Manager of the Year
• App Marketing Platform of the Year
• App Marketing Agency of the Year

Enter here.

The post App Growth Awards 2024 – Entries open appeared first on Business of Apps.

Do you want to join App Promotion Summit San Francisco 2024 in September? We don’t want you to miss out on saving $500+ with our Super Early Bird discount.

You can register until midnight this Friday (August 2nd) and secure your place.

Attendees will have access to 3 rooms of talks, panels and workshops plus our tea & coffee breaks, networking lunch and happy hour drinks reception

We hope you can join us at the W Hotel on September 26th, along with hundreds of other app marketers, as we teach you how to become a smarter app marketer to grow and scale your app.

Reserve your ticket now to learn from the likes of Tynker, Public, Adobe, Baz and Women and AI and network with the biggest names in app marketing.

Brands booked on include Bumble, McAfee, Sephora, Pinger, Stash, Malwarebytes, The Gap, Cronometer, Sobeys and Poshmark.

If you are interested in sponsoring the event, you can get in touch here and we’ll share details about the remaining opportunities.

The post APS San Francisco Super Early Bird tickets end August 2nd appeared first on Business of Apps.

The summit will feature app marketers from top-tier companies such as Bumble, McAfee, Sephora, Pinger, Stash, Cronometer, The Miracle Morning, Sobeys, Poshmark, and LDS Church.

Attendees can look forward to insightful presentations from industry experts including Marcus Burke, Lomit Patel, Lenette Yap, Jenny Pollock, Steve Young, Alex Guerra, Hannah Parvaz, and Nathan Hudson.

In addition to these sessions, the event will host a marketplace where participants can connect with leading platforms and agencies like RevenueCat, Adobe, CleverTap, Appfigures, Gummicube, Appier, RevX, Amity, Creative Clicks, and Stream.

The post New setup and stellar lineup announced for APS San Francisco 2024 appeared first on Business of Apps.

PropellerAds, an industry leader in digital advertising, proudly announces the launch of its latest feature, Social Traffic Targeting. This cutting-edge feature is set to transform the advertising landscape by allowing advertisers to connect with highly engaged social media users, driving increased conversion rates and campaign performance.

The new Social Traffic feature allows advertisers to leverage onclick/popunder ads to reach audiences from prominent social networks such as Facebook and Instagram. This targeting option is now available on the PropellerAds Self-Serve Platform (SSP) within the Popunder Ad format.

Why Social Traffic Targeting is a game-changer:

• Unmatched conversion rates: Advertisers can experience conversion rates up to 2.8 times higher than traditional popunder traffic. In certain verticals, such as utilities, conversion rates can reach 4.2%.
• Simplified campaign setup: Only a landing page is required, eliminating the need for additional creative assets.
• Rapid results: Social media users are highly active, leading to quicker conversions and faster returns on traffic investments.

Strategic insights from PropellerAds experts

PropellerAds’ team of optimization experts recommends using Social Traffic Targeting to scale high-performing campaigns, rapidly test new CPA offers, and explore new verticals. 

By duplicating successful campaigns and targeting social traffic, advertisers can tap into fresh, engaged users, increasing bids and optimizing sources separately.

Key performance metrics:

• Top-performing verticals: Utilities, mobile apps, finance, iGaming, sweepstakes, gaming, and lead generation.
• Leading GEOs: The highest conversion rates are observed in the United States (1.18%), the United Kingdom (2.36%), Brazil (2.78%), Indonesia (2.69%), and Thailand (3.66%). These numbers may vary with time.
• Platform focus: A significant 83% of social traffic originates from mobile devices, emphasizing the importance of targeting Android and iOS users.

Detailed FAQs and insights

For comprehensive information on how Social Traffic Targeting works, visit the PropellerAds blog.

PropellerAds encourages advertisers to explore the high conversion potential of Social Traffic Targeting and benefit from the rapid engagement of social media audiences. Discover the power of social traffic and enhance your advertising success with PropellerAds.

Join PropellerAds and try Social Traffic today!

The post PropellerAds introduces new Social Traffic feature to boost advertiser conversion rates appeared first on Business of Apps.

Earlier this year, Remerge and Verve became the first DSP/SSP partnership to work with Google on testing the Android Privacy Sandbox, a set of APIs designed to facilitate the selling, buying, and targeting of in-app ad placements without sharing user data among third parties.

The collaboration involved integrating Privacy Sandbox technologies into real-world use cases, utilizing Remerge’s intelligent bidding algorithms and Verve’s on-device SDK.

Now, you can learn more about what the teams have been working on in a recent episode of Remerge’s Apptivate podcast. For episode 183, Pan Katsukis, Remerge CEO, talked to Verve’s Head of Mobile Product, Gaylord Zach, and Trenton Starkey, Google’s Product Manager for the Privacy Sandbox’s Protected Audience API, about what the framework means for the ad tech industry and how marketers can prepare for its rollout in 2025.

Listen to find out:

• How mobile DSPs and SSPs bid on and sell ad placements via Google’s Privacy Sandbox for Android
• Outcomes of the initial tests for the Protected Audience API
• Remerge and Verve’s approach to the Privacy Sandbox and how the companies started testing the auction system

Source: Remerge via YouTube

Subscribe to the Apptivate podcast to ensure you never miss an episode and head over to Remerge’s Mobile Privacy Newsroom to stay updated on the latest privacy developments.

The post Google and Verve join Remerge podcast to share updates on Privacy Sandbox appeared first on Business of Apps.

Business of Apps is pleased to announce an upcoming webinar focused on Apple’s recent updates to its privacy-first attribution framework.

During WWDC of June this year, Apple introduced AdAttributionKit, which is set to replace SKAdNetwork. The transition aims to further enhance privacy-preserving measurement in the mobile advertising landscape.

Our webinar will explore the implications of this shift and provide a comprehensive breakdown of what the change means for mobile advertising professionals. Whether you’ve had success with Apple’s SKAdNetwork earlier or not, this session will offer valuable insights into AdAttributionKit and discuss the current state of iOS privacy.

Join our panel of industry experts as they delve into why Apple is making this transition and how it aligns with their commitment to user privacy. The discussion will cover the differences between AdAttributionKit and SKAdNetwork, highlighting the potential benefits and challenges of adopting the new framework. Additionally, our experts will share strategies for leveraging AdAttributionKit to gain more data insights while maintaining crowd anonymity.

The webinar will also discuss what features to expect from AdAttributionKit in the future and how these developments will shape the mobile advertising landscape going forward. Attendees will benefit from practice-driven tips provided by top operators in the mobile privacy space.

The webinar will take place on August 15, 2024 at 11am PDT / 2pm EDT / 7pm BST / 8pm CEST. Be sure to save the date!

Our speakers for the webinar include:

• Mark Menery, VP, Global Head of Sales at Dataseat (now part of Verve): Mark brings a decade of experience in privacy-first user acquisition and mobile growth.
• Grant Simmons, VP at Kochava Foundry: Grant leads a team of data enthusiasts dedicated to providing marketers with actionable data insights and business value assessments.
• Zach Gryphon, Practice Lead, Mobile Apps at Wavemaker: Zach has worked with leading brands like Google and Adobe to drive growth through mobile app products.

The session will be moderated by Alexandra Klimashevich, Senior Product Marketing Manager at Verve. Alexandra specializes in privacy-first marketing solutions for mobile channels and brings decades of experience in technology and growth.

If interested in joining the webinar, you can sign up here. We hope to see you there.

The post Get ready for AdAttributionKit: Winning with privacy-first mobile campaigns appeared first on Business of Apps.

AppsFlyer‘s analysis of mobile app usage throughout the 2024 UEFA European Championship and Copa America championships is shedding light on trends in app usage and the specific apps viewers engaged with during the biggest football matches of the summer. The game’s impact rippled across all four final countries – the United Kingdom and Spain for Euro 2024, and Colombia and Argentina for COPA 2024 – with app activity being directly influenced by the games.

There were significant fluctuations in app engagement at a national level, notably showcasing that as the games began, overall app engagement dropped nationally as people turned their focus from their apps to the games. Spain experienced a substantial 24% drop in overall engagement at the game’s kickoff, while the United Kingdom saw a 12% decrease.

In South America, the drop in app usage before the game was even more dramatic due to a delay in the game. People were glued to their TVs, resulting in a 50% drop in overall app usage in Argentina and Colombia.

This trend continued throughout both the championship matches, indicating that as the games intensified during play minutes, viewers tended to focus more on the game, and less on using apps on their phones.

Post-game, however, revealed a different story in terms of social media and transportation app engagement for the Euro finalists. When Spain won, there was a 164% spike in social media engagement, with the spike continuing during the medal ceremony before stabilising. The United Kingdom experienced an 18% drop in social media app engagement post-award ceremony, but the most notable observation was a 200% spike in transportation app usage in the UK following the final whistle.

In the European final, sports betting was the only vertical that remained consistently active throughout the game, with Spain showing more significant spikes over the duration of the match. When Spain scored, sports betting in Spain increased by 343%, while England saw a 160% spike. When the UK scored, both countries saw increased activity in betting apps, with a 120% spike in England and a 90% spike in Spain. Following a missed goal by England, there was a significant spike in sports betting in Spain, with a 175% increase, likely influenced by England’s previous scoring patterns in the last minutes of their matches.

“In the midst of a gripping night of global football, app usage across multiple nations came to a standstill, reflecting national fervor and undivided attention towards the game,” said Shani Rosenfelder, Director of Market Insights, AppsFlyer. “When looking at this data, it’s clear that for marketers, their advertising strategy for second-screen engagement needs to be different for football than other sports, as there are no TV timeouts for in-game advertisers.”

Methodology

For the Copa America, AppsFlyer utilised a geographically diverse dataset, and the company’s methodology entailed analysis of 64.7 million sessions from 32.7 K apps from key markets, including Argentina (51%), and Colombia (49%). For the Euro, AppsFlyer’s methodology entailed analysis of 107 million sessions from 54.5 K apps from key markets, including the United Kingdom (58%) and Spain (42%).

The post Busy night of football reveals national passion as mobile usage declines during final matches appeared first on Business of Apps.

IconPeak Digital announces the merger of IconPeak and Chinar Libertas, two performance marketing agencies. IconPeak, founded in 2013, and Chinar Libertas, founded in 2020, combine their expertise to form IconPeak Digital, committed to setting new industry standards with fresh management and innovation.

Abrar Qureshi will take on the role of CEO. He will be joined on the board by co-founders Antoine Moreau and Sebastien Balestas, who bring a combined 35 years of experience in digital marketing. Their leadership aims to drive new strategies and strengthen the company’s industry position.

IconPeak Digital will be based in Dubai, with offices in Srinagar, Lisbon, and Singapore. This strategic positioning enhances the company’s global reach and regional expertise.

The merger aims to improve IconPeak Digital’s competitive position. By combining IconPeak’s long-standing industry presence with Chinar Libertas’ innovative methods, IconPeak Digital plans to strengthen its market stance, expand its reach, and support its workforce in delivering continuous innovation and excellence.

In innovation and product development, IconPeak Digital plans to introduce new products and technologies to optimize partnerships. These initiatives aim to improve efficiency and enhance the monetization of mobile apps.

Market diversification is another key benefit of the merger. With teams operating in different regions and time zones, IconPeak Digital can better understand and meet the unique needs of each client, providing tailored solutions. The combined team’s diverse skills and experiences will help the company offer specialized services to clients. The merger also expands IconPeak Digital’s geographic reach, enabling services in the Middle East and South America, thanks to Chinar Libertas’ presence in Asia and IconPeak’s influence in Europe and the United States.

CEO Abrar Qureshi said, “We are thrilled to announce the merger of Chinar Libertas with IconPeak. This merger represents a new chapter, combining our strengths to create more value for our customers and stakeholders. I thank our employees for their hard work and my business partners Antoine and Sebastien for their support. Together, we are ready to achieve new heights and drive innovation in the app marketing industry.”

The post IconPeak and Chinar Libertas merge to form IconPeak Digital appeared first on Business of Apps.

On Sunday, England played the EURO 2024 final, where they narrowly lost against Spain. Although we missed out on victory, hundreds of thousands of hopeful Brits gathered to cheer on the Three Lions in anticipation. Whether hosting watch parties, coming back from the pub or staying in, Brits were ordering in their favourite takeaways for match day.

Leading analytics and attribution company Adjust looked at the install and session trends of apps during the first few weeks of the Euro and saw a general increase in food delivery app installs and sessions. The data showed that food delivery app installs increased by 42% year-to-date (YTD) on the first day of the Euro.

Football fans treated themselves to a takeaway for England’s first match of the tournament against Serbia as food delivery app installs were 40% above the 2024 YTD average.

App install growth

Click on image for full size

Source: Adjust

Not only did the number of installs increase for this match but so did the number of sessions. The England vs Serbia match saw food delivery app sessions increase by 15% YTD, and on the day of England vs Slovakia, sessions were up by 29%, revealing that Brits are increasingly turning to their favourite takeaways during the Euros.

App session growth

Click on image for full size

Source: Adjust

But it wasn’t only food delivery apps that cashed in during the games. Mobile gaming apps also saw an influx of users thanks to the hype around the competition. The biggest surge observed took place on the first day of the Euro, as sports gaming app installs were 454% above the 2024 YTD. This increase in installs began the day before the Euro began, with installs 78% above the 2024 YTD average, and it continued to the 15th, which saw a YTD increase of 133%.

Adjust also looked at installs and sessions of mobility apps such as taxi apps, as England supporters travelled near and far to watch with friends and family. The data saw that installs of these apps were 28% above the YTD average on the day of England’s first match against Serbia, whilst app sessions remained 14% above the YTD average for the following two England games against Denmark and Slovakia.

The post Euros 2024 sees a surge in food delivery, gaming, and mobility app usage appeared first on Business of Apps.

Mobile purchases now account for 60% of all global eCommerce sales, with experts predicting that they will reach $3.4 trillion by 2027.

As customer shopping habits continue to evolve, today’s most successful eCommerce businesses are investing in well-designed apps to get a bigger slice of this mobile commerce pie.

So when is the right time to launch or improve your shopping app? And how do you keep customers coming back?

From Malls to Mobile covers everything marketers need to know about attracting repeat customers to an eCommerce app. Featuring insights from the Apptivate podcast, this new guide is packed with advice and best practices from the Remerge team and mobile marketing experts.

What’s inside the guide:

• A roadmap for building a new eCommerce app
• Getting started with a high-performing retargeting campaign
• How to combat seasonality trends
• Ways AI can enhance your in-app experience and increase sales

Get your free copy.

The post Remerge releases new guide: How to attract repeat purchasers to your retail app appeared first on Business of Apps.

We’re excited to announce that App Promotion Summit Berlin will return to Hotel Adlon in Mitte on Thursday 5th December.

We’ll be bringing together app marketing, growth, product, CRM and revenue leaders to share new ideas, tactics and actionable strategies that will help you grow and scale in 2025.

You’ll be able to learn and connect with Europe’s leading app marketers in interactive workshops, talks, panel discussions and roundtable sessions.

As always, the finest 5* food and drink will be on offer in a super-friendly atmosphere.

Reserve your place here or let us know if you’d like to participate as a speaker or partner. Our busy marketplace is already filling up with the industry’s top platforms and agencies.

The App Growth Awards are also back for 2024. Entries will open on Monday 5th August.

The post APS Berlin is BACK appeared first on Business of Apps.

App Promotion Summit NYC is officially over, having taken place on Thursday, June 27th at 360 Madison Avenue. The event brought together more than 300 attendees from around the globe to discuss and shape the future of mobile app growth.

APS NYC once again attracted a broad and diverse audience from across all major app verticals, including health and fitness, finance, entertainment, shopping, games, news, education, travel, utilities, productivity, food and drink, sports, and photo and video. Attendees spanned various key job functions such as marketing, growth, product management, C-level roles, user acquisition, performance marketing, retention, ASO, and monetization.

The summit provided attendees with invaluable insights on how to grow and scale an app. Key topics explored included app marketing strategies, product development, customer relationship management (CRM), mobile revenue optimization, and the rise of artificial intelligence in the app space.

This year’s iteration of APS NYC also boasts some impressive statistics: 17% of participants represented apps with over 10 million monthly active users (MAUs), 49% represented apps with over 1 million MAUs, and 67% represented apps with over 100,000 MAUs. This high caliber of attendees also created fertile ground for networking. Attendees were able to connect with top industry professionals, share insights, and establish strategic partnerships.

The event’s structured networking sessions, casual meet-and-greet opportunities, and interactive workshops facilitated meaningful interactions, enabling participants to exchange ideas and collaborate on future projects. This rich networking environment was instrumental in fostering a sense of community and collaboration among app developers, marketers, and business leaders.

“It’s a fantastic event that blends just the right amount of learning and development with networking. If you haven’t been before and want to learn about app growth marketing, retention, revenue, product, and so much more, I thoroughly recommend it” said Mark Grimshaw, co-founder and CRO of Appnomix.

300+ attendees also meant that 300+ trees were planted through APS’s partnership with Treeapp.

The post It’s a wrap-up: APS NYC 2024 sees 300+ attendees from across all major app verticals appeared first on Business of Apps.

Braavo Capital, the leading financing partner for consumer subscription apps, announced today the successful closing of a $5 million Series B funding round. Led by existing insiders with participation from Series A lead investor Headline, and accompanied by a new $30 million debt fund with Upper90, this capital injection marks a significant milestone for Braavo’s continued expansion.

Established in 2015, Braavo has emerged as the global leader in financing solutions for founders seeking to scale their app businesses without resorting to unnecessary equity raises. Having facilitated over $1 billion in financing since inception, the company’s profitability in its core financing operations underscores its commitment to empowering the subscription app economy.

Mark Loranger, CEO & Co-Founder of Braavo, commented, “This new round of equity will fuel Braavo Growth Ventures, an initiative aimed at fostering innovation in the consumer subscription market. While we continue to grow our financing business, we are also excited to apply our years of experience and extensive relationships in the market to embark on this new venture.”

Operating as a distinct division within Braavo Capital, Growth Ventures focuses on strategic partnerships with app businesses to drive subscriber growth through web monetization (commonly known as web-to-app). Loranger elaborated, “Adding capabilities for web monetization in addition to in-app purchases presents a significant opportunity for subscription app businesses. However, for many, this transition can be daunting and costly.”

After operating in stealth mode for over a year to assemble a skilled team and develop its proprietary growth platform, Growth Ventures is now poised to unveil its web-to-app offering to a wider audience. Billy Libby, Founder & Managing Partner at Upper90, remarked, “Upper90 was an early credit partner and has been impressed with Braavo’s disciplined approach to underwriting and customer acquisition. We are excited to continue to partner with Braavo on their next phase of growth.”

Beyond web-to-app, Braavo envisions a broader investment strategy for Growth Ventures, as Loranger noted, “Our focus extends beyond subscriber acquisition. Over time, we aim to forge deeper partnerships with our most successful portfolio companies.”

The Growth Ventures team invites new app partners to join its latest cohort until June 30, 2024.

To learn more and submit an inquiry, visit Braavo Growth Ventures.

The post Braavo Capital closes $5 Million Series B to accelerate web-to-app subscriber acquisition appeared first on Business of Apps.

The mobile app industry is at a turning point, grappling with the challenges of sustainable and profitable growth in a highly competitive market. Recognizing the critical need for a cohesive approach, the Sustainable Growth Handbook has been launched, setting a new standard for mobile app growth strategies.

This innovative handbook delivers a comprehensive framework focused on three core areas essential for scalable app success: acquisition, product, and engagement. These areas are interconnected, each powering the other to create a growth loop that not only attracts but retains users while maximizing profitability.

Insights from industry leaders

The handbook is not just a publication but a distillation of insights from leaders across the mobile app ecosystem. Created by ConsultMyApp in close collaboration with Peggy Anne Salz, and experts from renowned platforms at Braze, MixPanel, and AppsFlyer—the Sustainable Growth Handbook highlights practical strategies and success stories in mobile growth. These discussions underscore the importance of integrating advanced analytics and marketing automation to drive user engagement and retention.

Whether you’re a CMO, a seasoned developer or a mobile marketing pro, this handbook is packed with tips to drive success across acquisition, engagement and product.

• Craft personalised user experiences for enhanced retention
• Utilise customer insights for continuous product and marketing optimisation
• Measure and enhance the impact of marketing campaigns.
• Harness the power of first-party data and analytics
• Unify the customer journey for improved personalisation and retention

The Sustainable Growth Handbook is now available for download here.

Featuring the latest app growth strategies and insights that transcend traditional marketing funnels.

Learn how to effectively link product development, user acquisition, and engagement to foster sustainable mobile growth. Download your free copy now.

The post The Sustainable Growth Handbook: The blueprint for holistic mobile app growth appeared first on Business of Apps.

In the always-dynamic and ever-competitive world of mobile apps, user acquisition and retention are key challenges that marketers face. Over the last few years, retargeting has emerged as one of the most consistently effective solutions, allowing you to marry your user acquisition strategies with your retargeting efforts for sustainable app growth.

To help introduce marketers and developers alike to this crucial aspect of app success, we have just released The Key to Profitable App Growth guide. This comprehensive resource is app marketers’ one-stop-shop guide to understanding the nitty-gritty of retargeting and implementing stellar strategies that acquire and retain users long-term.

What’s in the guide?

This guide zeroes in on the crucial role of retargeting within the mobile app marketing sphere, helping you craft strategies to re-engage users who have previously installed or interacted with an app but whose engagement might have waned. It delves into how personalized ads, crafted based on users’ past behaviors and interactions, can effectively reignite interest, encouraging users to revisit the app, complete purchases, or engage with new content.

Highlighting the significant changes in user behavior and retention rates, especially following the COVID-19 pandemic, the guide provides practical insights and examples to optimize retargeting campaigns. It also underscores the importance of integrating retargeting with user acquisition strategies to ensure a seamless transition from attracting new users to maintaining and enhancing their engagement over time.

The guide also delves deep into how retargeting works in the privacy-first era, equipping you with the knowledge for app success in 2024 and beyond. Finally, the guide offers a comprehensive checklist to make sure your retargeting strategy is up to speed.

In a nutshell, you will learn how to:

Seamlessly integrate retargeting with acquisition efforts

Enhance user engagement and ensure a higher ROI

Implement these strategies amidst the evolving privacy landscape

Ensure your marketing efforts remain both effective and compliant

Access the guide today to learn more. Refine your marketing strategies and gain a deeper understanding of how to maintain a dynamic, engaged user base in today’s competitive app marketplace.

The post “The key to profitable app growth” guide is live appeared first on Business of Apps.

We are excited to announce that the first look agenda for App Promotion Summit NYC 2024 is now live and covering the latest in app growth and product including Generative AI, SKAN 4.0, retention, subscription business models and data-driven decision-making.

Our in-person conference at 360 Madison Avenue on June 27th will feature a main stage exploring app growth across the funnel plus 2 workshop rooms allowing for in-depth discussions.

We have speakers from CNN, Hornet, Life360, Sandboxx, Jackpocket and BEGiN ready to share their insights.

Some confirmed sessions include:

• Mastering The Media Mix: A Fireside Chat with Fubo – Vincent Eterlet, Senior Director of Marketing, Fubo
• How to Predict Churn Behavior Before App Users Go Dormant – Alejandro Hernandez Rodriguez, CRM Manager – Engagement & Loyalty, Babbel
• 5+ Subscription Optimization Strategies from Top Apps – Vahe Baghdasaryan, Senior Growth Marketing Manager, CoinStats
• Lifecycle Alchemy: Various CRM and UI/UX Ingredients to Transform the Growth Flywheel – Jeff Wang, VP of Growth, Hiatus

Grab your tickets here if you haven’t already. We can’t wait to welcome you at the event.

The post First look agenda launch for APS NYC 2024 appeared first on Business of Apps.

App Promotion Summit London took place on April 25th, 2024, drawing its biggest audience yet with over 700+ in-person attendees. To conclude this milestone in APS history, TikTok delivered the final talk of the day at APS’s main stage where Julia Dolzhenkova, Product Marketing Manager at TikTok UK, shared some fascinating insights regarding TikTok’s continued evolution and recent successes in adapting to customer needs in the digital age.

As part of their commitment to keeping audiences engaged and responsive, TikTok revealed that 76% of their users watch what the platform’s recommendation system suggests. Additionally, 69% of TikTok users are likely to download an app or follow a brand after encountering it on the platform, and an impressive 91% have taken action — be it liking, sharing, or making a purchase — after viewing content. These metrics underscore TikTok’s robust influence in driving user engagement, conversions, and brand awareness, making the platform a lucrative acquisition channel for mobile apps.

In 2023, TikTok launched numerous new solutions and anticipates more advancements in 2024, focusing primarily on bringing more automation and vertical solutions to the platform.

The talk also covered TikTok’s recent transition into a Self-Attributing Network (SAN) as part of its efforts to enhance its mobile measurement framework for app advertisers. TikTok’s SAN integration now gives advertisers more performance insights, enabling them to make more informed decisions, customize their attribution windows, and access enhanced performance solutions.

TikTok Creative Exchange

Source: TikTok presentation at APS London 2024

To conclude the talk, TikTok turned to its first-party Conversion Lift Study, an incrementality test measuring the true impact of TikTok advertising campaigns, and its bespoke Creative Exchange, which enables brands to produce engaging content at scale. Notable case studies include Bolt, which achieved a 20x relative lift in app installs and 95% incremental conversions, and Pret-à-Manger, which saw a significant reduction in costs, with an 89% decrease in cost per unique subscriber and a 39% reduction in cost per app install.

This wealth of data and new initiatives demonstrates TikTok’s commitment to maintaining its status as a leader in digital marketing and consumer engagement.

Sources

• TikTok Marketing Science Global Entertaining Ads Study 2022 (UK Results) conducted by Marketcast (> 76% follow the algorithm)
• TikTok Marketing Science EUI High-Value Audience Research 2023 (UK  Results) conducted by PA Consulting (> 69% likely to download an app)
• TikTok Marketing Science Global Time Well Spent 2021 (EU5 Results) conducted by Kantar (> 91% take action)

The post TikTok @ APS London 2024: The power of impactful entertainment appeared first on Business of Apps.

Do you want to join us at App Promotion Summit NYC 2024 in June? We don’t want you to miss out on saving $500+ with our Super Early Bird discount and we have limited capacity.

Register by close of business this Friday (10th May) to secure your place.

Attendees will have access to 3 rooms of talks, panels and workshops plus our tea & coffee breaks, networking lunch and happy hour drinks reception.

We hope you can join us in Midtown Manhattan on June 27th, along with hundreds of other app marketers, where you’ll learn how to become a smarter app marketer to grow and scale your app.

Reserve your ticket now to learn from the likes of Babbel, CNN, Fubo, Sago Mini, Hornet, CoinStats, Hiatus, BEGiN and Life360 and network with the biggest names in app marketing.

Brands booked on include Netflix, Zillow, Etsy, the NBA, Dow Jones, Scopely, A+E Networks, Kilo Health, Flipaclip, The Wall Street Journal and Elevate Labs.

Interested in sponsoring the event? Get in touch here and we’ll share details about the remaining opportunities.

The post APS NYC 2024 – Super Early Bird Tickets end this Friday appeared first on Business of Apps.

The Mobile Games Index report, powered by data from adjoe and Statista, is back for its fourth edition.

Last year, MGI highlighted a low point in user engagement – daily dedication to mobile games was dropping. This year, fortunately, the data shows that the length of daily sessions has rebounded, restoring monetization opportunities. Yet, the market landscape is not the same as it was a year ago.

This index benchmarks games using adjoe and Statista’s first-party data from 95 million interactions across 27 million users, shedding light on current and upcoming industry trends. With forecasts extending to 2028, this knowledge of the audience and its preferences starts a race to capitalize on these insights first.

Multiplayer titles are topping the engagement charts

Globally, “Call of Duty®: Mobile – Garena” by Garena Mobile Private leads the engagement charts with its action-packed multiplayer gameplay. Stepping on its heels is “Mobile Legends: Bang Bang” from Moonton, a game that has consistently made players clock in hours with its depth and multiplayer possibilities. Another notable mention is “Free Fire MAX” by Garena International I, which highlights the overall trend for multiplayer action dominating player engagement.

In North America, “Call of Duty: Mobile Season 1” by Activision Publishing, Inc. tops the list, aligning with the global preference for established, high-action multiplayer franchises. “Free Fire: Winterlands,” another title from Garena, also shows extreme popularity, along with “PUBG MOBILE” by Level Infinite, emphasizing the strong market for competitive shooter games in this area.

Europe shows a slightly different preference with “Brawl Stars” by Supercell leading. This is followed by “Survivor.io” and “Roblox”, making for a mix of action and adventure that resonates with European players. Yet, once again the top of the daily usage list is dominated by multiplayer experiences.

In Asia, similarly, “Mobile Legends: Bang Bang” by Moonton dominates, followed by “Call of Duty®: Mobile – Garena” and “Free Fire MAX. by Garena”

Africa and Oceania show more diversity in mobile games leading in engagement. In Africa, “Free Fire: The Chaos” leads, followed by “Car Parking Multiplayer”, which suggests a taste and market that extend beyond mainstream action games. In Oceania, “Call of Duty: Mobile Season 1” and “Roblox” top the charts, again pointing to a preference for strategy and action-packed gameplay.

In the Casual genre – which has seen the biggest growth in engagement over the year – the top spots by time spent are taken by established publishers like Outfit7 Limited with its “My Talking Tom” and “My Talking Angela” series, King with “Candy Crush”, and Playrix with “Homescapes” and “Gardenscapes”.

That’s just scratching the surface of the engagement data from the Mobile Games Index 2024 – the full version goes in-depth with extensive top lists by genre and region, allowing analysis of the preferences of all global audiences.

Time spent by region

Source: adjoe

Engagement trends by region – European players in the lead

The engagement patterns over the year reveal clear-cut trends of player preferences across the regions that are waiting to be used for precise UA and monetization strategies.

As the industry as a whole experiences an uplift in user activity, Europe leads in daily engagement, with players averaging 23.2 minutes on mobile games. The main driver for playtime in Europe was Adventure games, catering to the region’s high entertainment standards with engaging storytelling and deeper gaming experiences.

The dark horse of the report, the region of Oceania, is experiencing a rapid increase in engagement, with the highest climb in daily usage rates among all regions – 35% – now at 22.6 minutes per day. This substantial growth positions Oceania as an emerging market – still small, but with clear potential that could strengthen your app growth strategy. Developers and marketers should view these statistics as a promising trend and a green light for expansion.

In contrast, Latin America shows the most modest growth at 8% since last year, with an average engagement time of 18.6 minutes per day. While this increase might seem less dramatic, it suggests a market that may benefit from mobile games designed for shorter, more casual play sessions.

Changes in engagement across different demographics

The engagement trends through different demographics have changed drastically since last year.

Generally, the casual genre shows the most growth across all age groups at +41%. Adventure and board games recorded the longest average daily sessions – 26 and 25 minutes, respectively.

The 40-49 age group has emerged as the most active globally, with their engagement time increasing by 33% since last year to an average of 23 minutes per day. This age group’s preference is for Card, Board, and Casual games.

On the other hand, the previously dominant younger demographic of 0-to-19-year-olds has taken a 180-turn, performing the shortest daily mobile gaming time among all ages at 20.6 minutes on average.

If the attention of the youngest players is fleeting from mobile gaming, this finding might indicate that game developers and UA specialists may need to explore new marketing tactics or even gaming formats to recapture the engagement of the under-twenties.

What hasn’t changed over time is women’s lead in gaming engagement – it’s continuously higher than men’s, now at 21.4 minutes daily. Women have demonstrated a higher average daily usage across most genres, particularly leading in Adventure, Board, and Card games. Conversely, men have shown a preference for Strategy and Action games.

The global mobile game market is expanding

The global mobile gaming market is still on a trajectory of growth, projected to expand from $166.1 billion in 2024 to $227.0 billion by 2028, marking a compound annual growth rate of 7.28%.

Interestingly enough, the card genre is experiencing the most rapid growth, with its market size expected to nearly double by 2028, compounding an explosive 13.8% CAGR – providing ample room for experimenting and launching new projects in the genre. Similarly, board and puzzle games are also set to see major growth – the evidence is right in the MGI 2024, which suggests these genres are driving some of the biggest engagement across regions.

The MGI 2024 clearly underscores that genre preferences vary from region to region – from RPGs in Asia to Strategy and Casual games in North America – highlighting the need for targeted marketing and game development strategies. With these insights, it is now possible to capitalize on specific market dynamics and tailor offerings to meet the preferences of global audiences.

How will you adapt your strategy?

Now that the insights are out, it’s up to you how to take action. The complete report goes granular allowing you to benchmark your projects against the expectations of each genre’s players and the best-performing titles across geos.

Data is power, and these insights can be the competitive edge you need to win over the desired audiences.

Access the full Mobile Games Index 2024 report for free here.

The post adjoe launches Mobile Games Index ‘24: 40-49 age group leads engagement appeared first on Business of Apps.

App Promotion Summit London 2024 is officially over, drawing over 700+ attendees from across the globe and marking another milestone in the app promotion landscape. This year’s summit not only showcased emerging trends in app development and mobile marketing but also provided a vibrant platform for extensive networking and professional exchange.

APS London 2024 in numbers

The 2024 edition of APS London was notable for its impressive engagement levels both online and in person. With 73% of the attendees representing key players from various app categories—including Finance, Shopping, Health & Fitness, Games, Education, Travel, Lifestyle, and Entertainment—the event facilitated deep dives into sector-specific strategies and trends. This diverse representation underscores the summit’s role as a crucible for innovation and collaboration in the digital ecosystem.

Participants at the summit, predominantly from high-engagement platforms with over 100,000+ monthly active users, found immense value in the networking opportunities provided. The event’s dedicated platform saw more than 2,000 messages exchanged, fostering collaborations and partnerships that extended beyond the summit’s duration. The high level of activity extended to the APS website too, which attracted more than 24,000 visitors and registered over 55,000 page views.

The job functions of attendees spanned across the spectrum, with a significant presence of professionals in Performance & Product Marketing, Product Management, CRM/Retention, Growth, User Acquisition, and ASO. This variety not only enriched the discussions but also provided attendees with insights into multiple facets of the app industry.

In a stride towards sustainability, the summit, through its partnership with Treeapp, ensured that over 700+ trees were planted, marking a commitment to environmental responsibility alongside technological and business advancements.

Trends and insights for 2024 and beyond

AI integration

AI continues to revolutionize the app ecosystem, significantly enhancing user acquisition, creatives, and product development. This technology is also fostering a new wave of fast-growing apps, which are becoming significant contributors to the industry by driving both revenue and user base growth.

Increasing big brand participation

This year’s summit saw increased participation from major brands in retail, fintech, and other sectors. This uptick is a clear indicator of the growing importance of mobile apps as a vital channel in contemporary business strategies.

Focus on retention

As acquiring new users becomes increasingly challenging, the industry is shifting its focus towards retaining existing users. Advances in onboarding processes and user engagement strategies are showing promising results, indicating a maturation in how apps manage to keep their user base active and engaged.

Market growth

Encouragingly, several partners reported their best-ever quarter, signaling a robust recovery and growth returning to the market. This resurgence is a positive sign for the industry’s overall health and trajectory.

Conclusion

App Promotion Summit London 2024 set a new standard for industry gatherings, with its blend of insightful discussions and workshops and high-level networking. As participants return to their desks, they carry with them actionable insights and new partnerships that will undoubtedly influence the app industry in the months to come.

A word from our guests

“What do you call hundreds of mobile app experts in a building sharing knowledge, debating, and having a great time? App Promotion Summit London 2024! The conference was brilliant. It was great to see so many friends and meet new faces. The talks were excellent, many of which I had the honour of MC’ing, and one thing was clear: the mobile app space is where you want to be!” – Nathan Hudson, Founder & CEO at Perceptycs

Check out RevenueCat’s five key takeaways from APS London 2024 for more exciting trends.

The post App Promotion Summit London 2024: Insights and trends appeared first on Business of Apps.

With 3 weeks to go until App Promotion Summit London, now is the time to take advantage of our Early Bird offer that ends this Friday (5th April)

The packed agenda features 5 rooms of app growth talks, panels, workshops and interactive sessions.

In-person ticket holders can enjoy our networking coffee breaks, lunch and evening drinks reception

We have capacity for 700 people at The Brewery. If you want to come – now is the time to get a ticket.

Last chance to save up to £500 for in-person tickets.

The post APS London Early Bird Tickets End Friday appeared first on Business of Apps.

Airbridge and Remerge, leaders in mobile marketing measurement and in-app programmatic advertising, respectively, have unveiled the ‘2024 App Marketing: Exploring the Trends from Today to Tomorrow’ report. This comprehensive report offers strategic insights for navigating the rapidly evolving landscape of digital marketing, providing an essential guide for the future of app marketing.

The report comes at a crucial time, with marketers grappling with technological changes, privacy regulations, and a competitive app marketplace. It covers essential topics such as advanced attribution analysis, alongside in-app retargeting, navigating privacy updates, and revenue optimization techniques.

Key highlights of the report:

• An in-depth analysis of app marketing dynamics amid evolving privacy standards and economic uncertainties.
• Strategies for navigating Google’s Privacy Sandbox updates.
• Innovative methods for balancing user data acquisition with privacy protection.
• Best practices for maximizing in-app revenue through retargeting campaigns.

“The collaboration between Airbridge and Remerge on this report represents a significant milestone,” stated Roi Nam, CEO of Airbridge. “We’re proud to be at the forefront of privacy-forward marketing strategies, providing our clients with not only data but also the insights necessary to excel in today’s dynamic marketing landscape.”

The 2024 App Marketing Trends Report is now available, delivering invaluable insights for mobile marketers aiming to stay ahead in a rapidly changing digital environment. This joint effort highlights Airbridge and Remerge’s dedication to innovation, privacy, and success in the mobile marketing industry.

Download the report.

The post Airbridge and Remerge release comprehensive 2024 app marketing trends report appeared first on Business of Apps.

World AdTech Day (#WorldAdTechDay) is a novel celebration set to spark on March 27, 2024. This special day recognizes and appreciates the valuable contributions of adtech professionals who drive innovation in advertising and form the global marketing landscape. The celebration marks a shift from adtech’s service function to a trend-setting role in the industry.

World AdTech Day philosophy

World AdTech Day’s observance highlights the evolution of advertising technology into a complex realm demanding distinct professional expertise. It pays tribute to the steadfast endeavors of individuals adept at curating impactful and captivating consumer interactions, reshaping the dynamics of brand-audience engagement.

World AdTech Day underscores the crucial role played by adtech professionals, whose mindset fosters synergistic advertising, user-friendly digital products, and responsible online marketing practices.

On March 27, distinguished thinkers and practitioners converge as a united community of professionals committed to various business facets: ad exchanges, affiliate programs, conversion tracking, analytics systems, as well as marketing and advertising software.

Establishing a new tradition to celebrate adtech pros

Media buyers, algorithm developers, big data analysts, RTB programmers, PPC managers, and affiliate marketers are warmly invited to partake in the festivities on March 27, 2024 and beyond.

Participants can signify their involvement in the adtech community by sharing videos or photos capturing their daily tasks or noteworthy accomplishments, using the hashtag #WorldAdTechDay. Whether highlighting a recent project or sharing a humorous meme, there’s boundless opportunity to celebrate the ethos of innovation and teamwork within the adtech sphere.

Key events, activities, and announcements related to the celebration will be highlighted on the World AdTech Day’s website.

‍ World AdTech Day encourager

World AdTech Day is established by Adsterra, a global advertising network that has been fueling the adtech industry since 2013.

Renowned for its innovative in-house ad formats, Adsterra also develops smart solutions for marketing automation, always prioritizing responsible and caring communication with clients, as stated in its Partner Care Program.

Despite setting a debut to the celebration, Adsterra steps aside from heading all further activities. “We want to draw attention to the adtech industry actors as visionaries and pioneers of the most important innovations, not service staff. All who invest time and talent in developing advertising technologies deserve to have their merits noticed and celebrated. This day must become a true fest when professionals all over the globe will share their best achievements and have fun, of course,” Gala Grigoreva, CMO at Adsterra, says.

Celebrate World AdTech Day with the global adtech community in recognizing the brilliance and dedication of adtech professionals worldwide.

The post Introducing World AdTech Day: Celebrating adtech innovators worldwide appeared first on Business of Apps.

Remerge and Verve Group are among the first mobile DSP/SSP partnerships to work with Google on building and testing the Android Privacy Sandbox.

The companies came together to explore the integration of the Privacy Sandbox in real-world use cases, using Remerge’s demand-side platform (DSP) capabilities and Verve Group’s on-device SDK.

Running a successful “bidding proof of concept” test

Explaining how the test worked, Luckey Harpley, Remerge’s Staff Product Manager, said:

“We set up a test in the form of an on-device, single seller, single buyer auction using the Sandbox’s Protected Audience API (PaAPI). With an emulated device and Verve Group’s test app and SDK, we joined the device to a Remerge custom audience via custom audience delegation. Verve Group initiated an auction which Remerge won, allowing us to successfully render a banner ad via Verve Group’s SDK.”

Gaylord Zach, Head of Mobile Product at Verve Group, added:

“We also initiated efforts to address ‘frequency capping’ within PaAPI. The absence of advertising IDs presents a challenge for implementing frequency capping on the buy side, as actual user information is unavailable – so frequency capping will be transitioned to the device level to ensure effective control and management of ad exposure.”

Positive signs for the Android Privacy Sandbox rollout

The test marks a major milestone in the Android Privacy Sandbox rollout and highlights the progress industry players are making:

“This is great validation for all parties involved”, said Luckey. “Not only does it prove that our products work, but it shows that the Privacy Sandbox’s APIs are working too – which is evidence that in-app retargeting will continue to thrive in the privacy-first era.”

Gaylord stated:

 “For us, the test symbolizes a collaborative effort towards innovation, privacy, and industry progress. The successful execution of these tests demonstrates the feasibility of integrating Privacy Sandbox technologies into real-world applications.”

Check out the full interview for more insights

Read the full interview with Remerge and Verve to learn more about their progress with on-device bidding, and get industry perspectives from both the sell side and buy side.

The post Remerge and Verve Group pioneer on-device bidding for Android Privacy Sandbox appeared first on Business of Apps.

In an exciting development for mindfulness and technology enthusiasts, Moonly, a popular app known for blending psychology, spiritual practices, and the lunar calendar, has unveiled a significant update that is set to revolutionize the way users interpret their dreams. This latest feature, a cutting-edge online dream dictionary, employs artificial intelligence (AI) to provide users with immediate psychological insights into their dreams.

The app, which boasts over 6 million downloads, now allows users to input their dreams into a designated field and receive a detailed interpretation within seconds. Each interpretation is not only text-based but is also accompanied by a unique image that visually represents the dream, enhancing the user experience. This innovative use of AI in dream analysis is powered by ChatGPT for text generation and the Stable Diffusion model for image creation. These technologies work together to analyze dreams following the psychoanalytic approach pioneered by Sigmund Freud, offering users a modern twist on traditional dream interpretation methods.

Moonly’s founder, Vitaliy Urban, emphasized the app’s mission to aid in personal development and self-awareness through the new feature. “The implementation of artificial intelligence in Moonly allows users to gain insights into the meaning of their dreams immediately upon waking up,” Urban stated, highlighting the convenience and depth of understanding that the app aims to provide its users.

The dream interpretation feature, named “The Dreamer,” is readily accessible on the app’s home screen under the Calendar section. Users are allowed one interpretation per day, with the feature resetting at 12pm. Although currently exclusive to iOS users, an Android version is expected to be released soon. The free version of the app permits up to two dream interpretations, with additional usage available through a paid subscription.

The post Moonly for iPhone updated with AI dream interpretation appeared first on Business of Apps.

Welcome to the spring of 2024, that was fast, right? And that’s the point – the app industry fires on all cylinders and it’s hard to keep up.

Generative AI has been shaping the app marketing landscape for more than a year, helping marketers with app engagement and retention. Now, you need to optimize metadata of all your apps and leg behind when many of your competitors use heavily ChatGPT to improve their keywords set, to optimize their app’s marketing copy even more effective.

We are fully committed to help you being up-to-date with the latest updates, how-tos, case studies to make the most of conducting App Store Optimization for your app portfolio.

In this issue of the ASO Monthly we feature, btw you can subscribe to it here.

Discover How App Store Top Charts Impact your App’s Keywords

Joy Rubinstein Portman of yellowHEAD dives deep into how the App Store Top Charts work. Joy touches on what are the Top Charts and category rankings, differences between the Top Charts on Google Play and the App Store. As well as understanding between the major App Store Charts – Fee, Paid, and Grossing, what factors influence the ranking, how category ranking impact the app’s positioning for keywords.

Feeld ASO Audit Report

Buse Kanal points her ASO microscope on yet another popular app, this time it’s Feeld dating app, to give you an example of how multiple aspects of the ASO process need to be performed. She does a keyword research for the app, as well as its title and subtitle analysis along with assessing what can be improved for the app’s ratings and screenshots.

Understanding Sentiment Analysis in App Reviews

Sukanya Sur , Content Marketing Manager at AppTweak talks in length about what is sentiment analysis of a mobile app reviews. She explains how to make sense of reviews people leave for your app on the App Store or Google Play, how to perform competitive analysis to identify opportunities, leverage review sentiment to improve your app’s marketing, and more.

TechTalks | Monetize to Maximize: ASO Strategies for App Growth 

Adam Landis, Head of Growth at Branch and Thomas Kriebernegg , General Manager, SplitMetrics Acquire (formerly SearchAdsHQ) Agency got together to talk about ASO strategies for app growth. These include: – Enhancing app visibility by optimizing for relevant keywords; – Improving conversion rates with compelling app icons and screenshots; – Utilizing Apple Search Ads for targeted ad campaigns to complement ASO efforts; – Balancing organic and paid acquisition strategies for sustained app growth.

Alternative App Stores and Why They’re Worth Exploring

The article discusses the potential of alternative app stores beyond Google Play and Apple App Store, highlighting platforms from major device manufacturers like Samsung, Oppo, Vivo, Xiaomi, Huawei, and more. These stores offer unique opportunities for app developers to reach new audiences and stand out in a less crowded space. The benefits include reaching niche audiences, less competition, and features like dynamic pre-installs and on-device recommendation models. Statistics and insights emphasize the growing Android market and the advantages of using these platforms for app distribution and user acquisition.

App Store Optimization Guide

Download our App Store Optimization guide, covering all aspects of this essential app marketing technique to drive native traffic to your mobile app.

Discover the best ASO companies to hire.

App Store Optimization Goodies 

These are just a few cookies I’m sure you wouldn’t mind “to have as a dessert” after reading the main list of articles.

#146: ASO with ChatGPT with Thomas Kriebernegg, CEO & Co-founder of App Radar

ASO Strategies for all: From Startup to Enterprise

Contextualizing App Store Optimization (ASO) for businesses

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The post March 2024 ASO Roundup: insights and hacks appeared first on Business of Apps.

As we navigate the evolving landscape of the app industry, the need for innovation, strategic insight and community has never been more crucial. That’s why we would love to invite you to join us at App Promotion Summit London on April 25th.

This year, we will explore the themes that are supercharging a new wave of app growth and enabling apps to grow and scale in the new app environment:

Unleashing AI for App Marketing: Step into the future with AI-driven marketing strategies, leveraging predictive analytics and data-driven insights to revolutionize user engagement and drive significant growth.

Improving Retention: Find out how to create that brand loyalty and increase retention rates by monitoring user behaviour, adapting quickly and cultivating long-lasting relationships with your customers.

Driving Product-led Growth: Discover how leveraging the unique features of your mobile offerings can naturally attract, activate and retain a sophisticated user base through outstanding experiences and seamless onboarding processes.

SKAN 4.0 Enabled User Acquisition: As we anticipate the arrival of SKAN 5.0, gain clarity on navigating the complexities of the current landscape, optimizing acquisition strategies within the SKAN 4.0 framework to ensure precise attribution while respecting user privacy.

Subscription Business Models: Gain insights into the dynamic subscription-based app market, exploring effective tactics for acquisition, retention, innovative pricing structures and maximizing customer lifetime value.

New Channels: Explore new marketing channels, from Connected TV (CTV) and Web2App advertising to leveraging Out-of-Home (OOH) advertising, to maintain a competitive advantage.

Why join us?

• Network with top-tier industry professionals and peers
• Gain insights from leading app growth experts and product leaders
• Make connections with potential partners and innovative service providers

Secure your spot here.

For every ticket registered, we will plant a tree.

The post Explore the 6 themes driving app growth in 2024 appeared first on Business of Apps.

When we released our waterfall method of auto-pitching several years ago, the goal was to save time for brands that had identified more influencers than they had budget to work with. The waterfall process meant that as pitches were declined or the pitch window to respond closed, the next influencer saved as an opportunity within a campaign would get an opportunity to work with the brand.

This post was first published on intellifluence.com.

The problem? Some brands have rather large budgets, equally large lists of potential influencers to work with, but don’t necessarily want to pitch everyone all at once. It would occasionally pose a problem with hundreds of influencers accepting the pitch, putting the onus back on the brand to quickly work with everyone.

Introducing a better way, with drip pitching. Similar to how a brand might interact with popular ad platforms to parcel out budgets, Intellifluence now makes it possible to define either a budget or a number of pitches to be sent at a time.

Drip pitching

Source: Intellifluence

But Joe, what if I don’t want to set a daily pitch limits; I want to set weekly limits?!

Not to worry, we took this into account already from active brand feedback. However you want to interact with influencers, whether it be manual or automated pitching, we can handle it. Set daily or weekly limits based on your budgetary or overall pitch-related requirements, or use our previous more immediate style of bulk pitching.

Have questions? Please ask our friendly support team. Prefer to watch videos? Neat, because one exists.

The post Intellifluence offers brands a more granular drip pitching solution appeared first on Business of Apps.

Digital Turbine and Apptopia today announced the launch of the BRAG Index IV, pivoting the Index’s scope to focus specifically on the “Brands in Games” (B.I.G.) opportunity. The B.I.G. BRAG Index marks a pivotal moment for brand advertisers seeking to capitalize on the explosive growth and untapped potential of mobile gaming.

With leading publications heralding mobile gaming as a pivotal advertising frontier for 2024, the B.I.G. BRAG Index lists the brands consumed more by gamers than the general population. This fills a crucial void by identifying who is poised to harness this dynamic platform across various brand categories and game genres.

From Airlines to QSRs, Brick-and-Mortar Retailers to Beauty & Cosmetics, the B.I.G. BRAG Index IV highlights over 100 brands with untapped advertising potential in mobile games. Whether targeting fitness enthusiasts, adventure seekers, or beauty aficionados, the index offers invaluable insights for crafting tailored marketing campaigns in 2024.

The B.I.G. BRAG Index is based on a survey of 1,200 U.S. mobile gaming consumers’ brand interest and purchase intent in Q4 of 2023. From these responses, the following interests and brands were found to be the most over-indexed by players of the four most popular categories of mobile games—Puzzle, Word, Card, and Action:

• Word Gamers show an affinity for fitness and travel, with top brands including Red Bull, Delta Airlines, and Panera Bread.
• Puzzle Gamers gravitate towards beauty and adventure, favoring brands like Aveeno, Travelocity, and Lululemon.
• Card Gamers exhibit a penchant for beauty and DIY projects, embracing brands such as Tarte Cosmetics, Ace Hardware, and SHEIN.
• Action Gamers also love action offline, enjoying adventure sports and outdoor activities, aligning with brands like Jordan, Levi’s, and Travelocity.

Jon Hudson, VP of Global Sales at Digital Turbine, remarked: “The B.I.G. BRAG Index is an indispensable resource for brand advertisers navigating the ever-evolving landscape of mobile marketing. Armed with comprehensive insights from the B.I.G. BRAG Index, advertisers across all brand categories can seize untapped opportunities and unlock the full potential of mobile gaming in their 2024 marketing strategies.”

Mobile gaming presents an unparalleled opportunity for brands to connect with consumers at scale. With over 150 million players in the USA alone, mobile gaming boasts a larger audience than top social platforms like Instagram and TikTok combined. US consumers spend an average of 28 minutes daily immersed in mobile games, surpassing engagement on any social platform except YouTube.

The B.I.G. BRAG Index also reveals the profound impact of in-game advertising, which averages up to 22 seconds of attention—nearly ten times the engagement of popular social media platforms. Moreover, mobile gaming offers advertisers access to a unique audience segment, with 21% of mobile gamers eluding traditional social media outreach efforts.

Despite this staggering appeal, brand advertisers have been slow to capitalize on the mobile gaming phenomenon. While nearly 11% of app usage occurs within mobile games, advertising spending in this space languishes at less than 4% of total ad spend.

Download the full report here.

The post Digital Turbine’s new report highlights brands’ with “BIG” opportunities in mobile games appeared first on Business of Apps.

Welcome to the February edition of App Charts: Risers and Fallers where we detail three winners and three losers on app downloads. Data for this series was provided by AppMagic.

Risers

X (Twitter) +20

Microblogging app X doubled its monthly downloads in February, from 11 million to 23 million. There isn’t a definite reason as to the surge in downloads, although Super Bowl LVIII, the Grammy Awards, Africa Cup of Nations and Asia Cup all happened last month.

Microsoft Copilot +602

Microsoft Copilot doubled in monthly downloads, primarily through Microsoft promoting Copilot in Windows and its cross functionality on Android and iOS. It was downloaded 8.2 million times in February.

BHIM UPI +516

The UPI app provided by the National Payments Corporation of India saw its downloads almost quadruple in February, with most of the surge coming from worried Paytm customers. The Indian Enforcement Directorate opened an investigation into Paytm for foreign exchange violations, and barred Paytm from onboarding new customers to its banking app.

Top 10 apps by downloads and consumer spending February 2024

Fallers

Bing -185

Bing monthly downloads halved in February, dropping to five million. Possibly a bit of disinterest or fatigue with the search engine, following its 1933% surge in annual downloads in 2023 after adding ChatGPT to its search.

Paytm -237

Even though Paytm’s main app is not under investigation, the taint of Paytm Payments Bank has led to a slowdown in downloads for the main app. It was downloaded 4.5 million times in February, its lowest monthly downloads since May 2021.

Peacock -692

In the crowded US video streaming market, Peacock is struggling to generate the same amount of buzz as the titans of the streaming world. It still holds seven percent market share in the US streaming market, behind five streaming services.

Want to track the top apps and games by downloads and consumer spending? Check out our App Rankings page

The post App Charts: Risers and Fallers (February 2024) appeared first on Business of Apps.

This February, even though one day longer thanks to 2024 being a leap year, is over and it’s time to take a look at what interesting, insightful and useful for your app business we can share with you. So here comes the February 2024 UA Roundup to focus your attention on insights, trends and how-tos that matter to you user acquisition wise.

It’s given, it’s been more than a year since Open AI shocked the world with ChatGPT, that anything related to acquiring users for your apps is – one way or another – wrapped around Generative AI. But it’s not just that, it is still about people, app users those needs in apps we all need to meet to succeed with our app projects and businesses built on those apps.

Ok, no more dancing around – here is what caught our eye UA-wise this February.

TikTok Shares Insights Into Effective App Marketing Approaches

TikTok has joined forces with Adjust to come up with a guide that covers effective app promotion strategies. Although the guide is based on insights from the Middle East and North African regions, some of its insights can be applied universally. It focuses around three major strategies – driving demand among existing app users, re-engagement, and full-funnel approach during peak seasons.

Why Privacy Matters When Choosing an MMP

Daniel Johnson of Branch talks about the significance of app users privacy when it comes to choosing MMP for your app user acquisition campaign. Daniel stress on questions to ask a particular MMP you plan to work with, making sure you keep your users’ trust, and why privacy should be your guiding principle.

Master Mobile App Marketing with our 2024 Mobile App Trends Report

A brand new report addresses the major questions that any app marketer should be focus on – how to acquire new app users, how to continue to engage them, and – of course – how to monetize your mobile app’s user base. The report consists of the current mobile app marketing landscape assessment, patterns around opt-in rates for App Tracking Transparency year over year, the median eCPI for e-commerce apps, and more.

Mastering Ad Creative in 2024: Optimizing, Testing, Generative AI, and Key Trends

Paolo Vergani, Director, Creative Production at Liftoff, shares a recap of the company’s recent webinar dedicated to ad creatives that do convert. The major topics covered on that webinar were How Generative AI can bolster mobile ad creative, The most innovative mobile ad formats today, the four phases of iterative testing, and key trends for 2024.

App Marketing Agency Insights For Successful App Growth

Favoured team brings a number of insights for how to grow your mobile app successfully. The article goes over unique challenges of mobile app marketing, top app marketing strategies, paid advertising, app marketing agencies to hire, the financial aspect of app marketing, app marketing case studies, and more.

App Store Optimization Guide

Download our App Store Optimization guide, covering all aspects of this essential app marketing technique to drive native traffic to your mobile app.

Discover the best ASO companies to hire.

USER ACQUISITION GOODIES

Making the Most of TikTok

#187: Boosting App Growth with Ad Creatives with Jessica Gotti, Head of Performance Marketing at Paired

Unleashing the power of re-engagement

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The post February 2024 User Acquisition Roundup: insights, trends, how-tos appeared first on Business of Apps.

Time is running out to secure your spot at the forefront of the app growth revolution. With just a few days left, we wanted to remind you that launch ticket sales for App Promotion Summit NYC 2024 will be ending this Friday (1st March).

Don’t miss out on the opportunity to be part of an event that promises to accelerate your understanding of the latest app growth strategies and tactics. Join 300+ in-person attendees and immerse yourself in a day of insightful sessions led by 30+ industry experts across three dynamic rooms of content.

Our agenda is packed with sessions covering our key themes for 2024:

• Unleashing AI for App Marketing
• Improving Retention
• Driving Product-led Growth
• SKAN 4.0 Enabled User Acquisition
• Subscription Business Models
• New Channels

Secure your spot now and save over $1,000 with our launch ticket offer. This is your last chance to grab your pass before prices increase.

Do you want to exhibit or sponsor APS NYC? Get in touch here to discuss how you can be a part of the event.

Keen to contribute? We’re now accepting speaker applications here.

The post Don’t miss out on APS NYC 2024 Launch Tickets appeared first on Business of Apps.

Adsterra is happy to announce its Sports Marathon. As a top traffic source for iGaming campaigns, Adsterra gives advertisers an opportunity to earn enhanced cashback for their ad campaigns targeting selected GEOs.

Sports season is gaining momentum, and avid sports fans are eagerly waiting for their favourite teams and players to shine on the podiums. It’s a great time for advertisers to promote their campaigns, as the traffic numbers typically soar during tournaments and championships.

Here’s a real quick fact file about Adsterra Sports Marathon:

• Who can join: all Adsterra advertisers (new and active ones)
• Dates to run ad campaigns: February 10 – March 10, 2024
• GEOs to buy traffic from: the USA (US), Brazil (BR), Mexico (MX), the UK (GB), India (IN) or South Africa (ZA)
• Pricing models: CPM or CPC (prepay only)
• Best verticals to advertise: iGaming, VPN, Utility, Subscriptions (other offers are also welcome)

Tips to make a good campaign

With such a variety of sports events unfolding, it may be hard to choose the ones that are really worth considering for campaigns. Hence, Adsterra has carefully chosen matches and fights that consistently attract high-intent audiences, leading to increased traffic and conversions on publishers’ websites. The table below shows select events that are bound to bring traffic to respective GEOs.

Adsterra Sports Marathon calendar

Source: Adsterra

Marathon registration

Registration is open at any time during the marathon, as well as all participants’ activities will contribute to calculating their rewards. However, registration is a mandatory condition for participation. Full details here.

The post Adsterra launches Sports Marathon for advertisers appeared first on Business of Apps.

Are you ready for the new era of app growth? It’s happening at App Promotion Summit NYC on June 27th 2024 at 360 Madison Avenue.

Our previous email got you buzzing about the Summit’s return, and now it’s time to secure your spot for an event that will accelerate your understanding of the latest app growth strategies and tactics.

Join 300+ in-person attendees and immerse yourself in a day of insightful sessions led by 30+ industry experts across three dynamic rooms of content.

The key trends driving the new era of app growth will be covered in our agenda:

• AI-enabled app marketing
• Product-led growth
• Subscription business models
• SKAN 4.0 attribution
• Custom Product Pages
• Predictive analytics
• Media Mix Modelling
• Onboarding optimization
• Retention marketing

Launch tickets are now on sale. Secure your spot early and save over $1,000.
Do you want to exhibit or sponsor APS NYC? Get in touch here to discuss how you can be a part of the event.

The post Get ahead of app growth trends at APS NYC 2024 appeared first on Business of Apps.

Welcome to another Wednesday and another edition of App Engagement Weekly!

In this edition, we’re charting a course through the ever-shifting currents of app engagement, offering insights and strategies to steer your app towards long-term success.

From deciphering activation benchmarks to crafting compelling reactivation email campaigns, I am poised to uncover the keys to sustained user engagement. And with user privacy taking center stage with Apple’s Privacy Manifests, we’ll navigate the choppy waters of data protection and its impact on customer engagement.

So, join me as we embark on a journey filled with insights, strategies, and actionable tips designed to elevate your app’s performance and secure its success in the year ahead. Let’s dive deep and uncover the secrets driving app engagement excellence in February 2024!

Mobile lifecycle benchmark: Activation

Curious about what unfolds after users tap that “Download” button? Dive into Airship’s latest benchmark report unveiling the Activation phase of the user lifecycle. Gain insights into industry-specific benchmarks, characteristics of top performers, and actionable strategies for enhancing activation rates.

Attention, Retention! 2023 App retention benchmarks report

In today’s fast-paced app world, retaining users is crucial. The latest insights from AppsFlyer reveal key trends and strategies for keeping users engaged. From the pandemic’s impact to privacy changes, you’ve got everything you need. Ready to boost your app’s retention rate? Let’s dive in!

Apple’s Privacy Manifests: What they mean for user privacy and customer engagement

In the realm of data privacy, a seismic shift is underway. From GDPR to CCPA, regulations and user expectations are reshaping engagement. Tech titans like Apple and Google are leading the charge with features such as Hide My Email and cookie deprecation. Now, Apple’s Privacy Manifests promise to give users more control over app data sharing. So, let’s find out together what Privacy Manifests mean for your customer engagement efforts.

Reactivation email campaigns: Strategies for bringing dormant users back to your app

Ever felt like your users slipped through the cracks? If you have, you’re not alone. Time to find out how email can salvage those relationships. Discover segmentation secrets, personalized messaging tips, and more to win back your dormant users. It’s not goodbye, it’s see you later!

Increasing retention with the NCAM framework

Learn more about the NCAM framework (freshly coined, so you know it’s hot ) and how it can be leveraged to increase W4 retention by 10%.

App Engagement Guide

Download our App Engagement Guide, covering all the trends, strategies, and metrics you need to know to ace app engagement in 2025.

App Engagement Titbits

• [GUIDE] App market trends and predictions for 2024
• [VIDEO] Mastering LTV and its prediction
• [PODCAST] Boosting user engagement and app retention
• 2024 Guide to mobile loyalty program: A Customer-centric approach
• Top 2024 mobile marketing KPIs you should be tracking

If you enjoyed what you just read, sign up here to have the App Engagement Monthly email beamed directly to your inbox every second Wednesday of the month. And don’t forget to share with friends and colleagues.

The post February App Engagement Roundup: Retention benchmarks, user privacy, and reactivation appeared first on Business of Apps.

Super Early Bird tickets are selling fast for APS London 2024 in April.

We don’t want you to miss out on saving £500+ and we have limited tickets remaining.

In-person ticket holders can enjoy our networking coffee breaks, delicious lunch and the buzzing evening drinks reception hosted by Customer.io.

We hope you can join us in person on Thursday April 25th, along with hundreds of other app growth professionals, as we teach you how to become a smarter app marketer to grow and scale your app.

Book your ticket now to learn from the likes of Skyscanner, Monzo, Auto Trader, Memrise, Product Madness, Howbout, Paired, Sorted Food, Headway, Nude, Peanut, Sweatcoin, Nespresso, PlantIn and Holland & Barrett and network with the biggest names in app marketing.

Brands booked on so far include Decathlon, BBC, Financial Times, Bridebook, Tide, Nutracheck, Omio, Busuu, GetMyGuide, Driving Test Success, British Council, Next, PokerStars, Too Good To Go, Bloom & Wild, Plane Finder, boohoo, PayByPhone, Moneyhub, Turo, BodyFast, Zalando, American Express, tombola and Vinted.

Reserve your ticket by this Friday (16th February).

The post APS London Super Early Bird Tickets End Friday appeared first on Business of Apps.

January is kind of proverbial Monday for a year, holidays are over and – as much as you would prefer to continue to relax –  it’s time to go back to work.

To fill you in on what interesting and worth of your attention was published about App Store Optimization we’ve just released our ASO Monthly January, 2024 edition, btw you can subscribe to it here.

Today I’ve got for you the following mix of ASO topics. Enjoy.

Securing Your Mobile App: How Security Influences ASO

Levent Sapci, Founder and CEO of ShyftUp, turns to the topic that usually overlooked when it comes to App Store Optimization – app security. It doesn’t impact your app’s ranking directly but it absolutely does impact your app’s users perception of the app, how confident they to install your app and the level of trust to it and hence ratings and reviews they leave for your app.

This growth hack generates 100’s of real App Store ratings for free

Steve P. Young of App Masters takes on effective tactics for generating App Store ratings for your iOS apps. Steve touches on a delicate balance between being aggressive and subtle approaches to generate reviews, using third-party tools to scale your efforts, and how to make sure your latest app reviews are displayed right under your App Store listing.

Blinkist ASO Audit Report

Buse Kanal of ShyftUp  team turns to another iconic app, this time it’s Blinkist, to analyze what can be improved ASO-wise to help the app get connected with more users. All necessary ASO components are covered – keyword research, title & subtitle optimization, ratings, screenshots, and a few more things to factor in.

10 Key Differences in ASO Between App Store & Google Play

Taya Franchville, App Growth Consultant at AppTweak, highlights ten key things that differentiate conducting App Store Optimization for an iOS and Android app.

Strategic App Store Category Selection: A Key Pillar of ASO

Valeryia Haurylavets , Senior ASO Specialist at Admiral Media – Performance Marketing & Growth focuses on the importance of making the right choice of an App Store Category for your app to be listed under. She touches on the role of an app category, how it affects ASO, how to choose the right one, and more.

App Store Optimization Guide

Download our App Store Optimization guide, covering all aspects of this essential app marketing technique to drive native traffic to your mobile app.

Discover the best ASO companies to hire.

App Store Optimization Goodies 

These are just a few cookies I’m sure you wouldn’t mind “to have as a dessert” after reading the main list of articles.

A Framework for Personalized Product Pages

#141: The App Stores reverse engineering with Simon Thillay, Head of ASO at AppTweak

What’s the MVP (most valuable player) of ASO

Do you like this newsletter and wouldn’t mind to share it? Make our day – share it  with your friends and colleagues, just send them this link .

The post February 2024 ASO Roundup: insights and hacks appeared first on Business of Apps.

We are excited to announce that the first look agenda for App Promotion Summit London 2024 is now live and covering the latest in app growth and product including Generative AI, SKAN 4.0, onboarding optimisation, retention and product-led growth.

Our in-person conference at The Brewery on 25th April will feature a main stage exploring app growth across the funnel plus 3 workshop rooms and a brand-new-for-2024 roundtable zone.

We have speakers from Auto Trader, Product Madness, Monzo, Peanut, Howbout, Paired and Nude ready to share their insights.

Some confirmed sessions include:

• How to use AI to go from “Established Meh” to Engagement Rocketship – Steve Toy, CEO, Memrise
• The Anatomy of a Winning Ad: Creative Counterintelligence from the Team who Broke the Internet – Bogdana Orzu, Head of Performance Marketing and Maria Dima, Growth Content Strategist, Sweatcoin
• Have your Cake and Eat it Too: Driving Conversions through Empathy-Based Onboarding – Yeva Koldovska, Product Manager, Headway
• From Concept to Market: Transforming a Mobile Product – Jenniffer Camacho, Mobile Product Lead, Nespresso

• Navigating Growth: Power and Opportunities of Web-to-App Funnel – Anastasiia Karlova, Head of Marketing, PlantIn

Grab your tickets here if you haven’t already. We can’t wait to welcome you to the event.

The post The APS London agenda is now live appeared first on Business of Apps.

Founded by a group of specialists with extensive experience in the adtech industry, Bidinfluence stands as a supply-side platform specializing in dynamic monetization through high-quality programmatic video ads.

Сompany’s mission is to improve monetization opportunities for mobile and web publishers, providing them with cutting-edge programmatic technology. While the synergy of built-in AI/ML algorithms and human team experience unlocks additional optimization potential, a convenient platform interface makes it simple for every publisher to start growing their revenue.

Bidinfluence allows customers to automate monetization, offering an SSP powered by real-time data. Competitive eCPM, professional support, various integration types like oRTB, Header Bidding, VAST/VPAID, and high fill rate are only the beginning. With complete control over the inventory and real-time dashboards, publishers can monetize all traffic types and formats available in the industry with the next level of efficiency.

The Bidinfluence logo deliberately represents the impact on the programmatic advertising, SSP, and digital product monetization markets. The carefully chosen symbols embody the company’s influence and commitment to shaping these industries. The name “Bidinfluence” itself is a fusion of “bid,” a fundamental element in programmatic advertising, and “influence,” signifying the brand’s impactful relationship with the market.

“As Bidinfluence emerges, we aim to create a brand that communicates our core values and resonates with industry players. Our identity reflects dedication to providing innovative solutions that drive success for publishers in an ever-evolving digital landscape,” – said Daniel Kalinovskij, Chief Executive Officer of Bidinfluence.

For further information, please contact us via our new site and social media:

• https://bidinfluence.com/contacts
• https://www.linkedin.com/company/bidindluence

The post The programmatic monetization space welcomes a new face—Bidinfluence appeared first on Business of Apps.

Chances are it happened to you too – some of the apps on your phone let you down when you needed them the most. They crashed when you needed that small piece of information for something important and relevant at that moment. Wouldn’t be awesome if that never happened?

Join our webinar featuring Colin Contreary, Head of Content at Embrace and James Cooper, Director, Business of Apps  on February 28th 10am PST / 1pm EST / 6pm GMT / 7pm CET to learn from Embrace’s case studies featuring Adidas, Cameo, and GOAT.

Register for the webinar here.

The post Better App experiences: Win the battle against crashes and ANRs appeared first on Business of Apps.

We’re excited to announce the dates for our 2024 US events.

App Promotion Summit NYC will return to 360 Madison Avenue in Midtown Manhattan on Thursday 27th June.

App Promotion Summit SF is back at the W Hotel in SoMa on Thursday 26th September in a new larger space including breakout rooms and an exhibition area.

We’ll be exploring the new era of app growth and bringing you the latest trends and practical advice in a range of talks, interactive workshops, panel discussions and roundtable sessions (with plenty to get your teeth into!).

You’ll be able to learn and connect with America’s leading app marketers.

As always, the finest 5* food and drinks will be on offer in a super-friendly atmosphere.

Launch tickets are now on sale for both events and you can save over $1,000:

• APS NYC tickets: https://apppromotionsummit.com/nyc/register/
• APS SF tickets: https://apppromotionsummit.com/san-francisco/register/

We will plant a tree for every ticket sold through our friends at Treeapp.

If you have any questions or are interested in sponsorship opportunities or the exhibition areas, feel free to reach out to us.

The post Join us in NYC and SF in 2024 appeared first on Business of Apps.

Mobile marketing platform Gamelight is set to achieve an impressive $1 billion annual revenue in 2024, just one year after its launch. The secret to Gamelight’s success lies in the award-winning AI algorithm, which revolutionizes the way mobile marketing campaigns are being executed.

Gamelight’s co-founder Günay Aliyeva shares: “How did we achieve this? We built a hyper-effective AI algorithm that reaches partner goals without any human intervention, skipping months of manual optimizations. This helps game publishers achieve x4-5 times higher ARPU and scale massively within the shortest time.”

The platform utilizes data points for actionable insights and is optimized to:

• Utilize ML and execute precise AI targeting
• Enhance user engagement and retention
• Drive high long-term ROAS and ARPU

By leveraging its extensive user base across 10 self-published game recommendation platforms, the platform consistently manages to deliver high-quality users to top-grossing mobile game publishers worldwide. Within its first year, Gamelight had already become one of the largest game recommendation platforms in North America, Europe, Australia, Japan, and South Korea.

Gamelight is proud to have hit multiple impressive milestones:

• Covering 12% of ad spend of all Match-3 games globally according to the Singular market overview
• Being ranked as the TOP 3 advertising source on the AppsFlyers Index across multiple game verticals and regions
• And being awarded the “Best AI Tool” and “Best Mobile Marketing Platform” titles from multiple organizations

Co-founder Florian Elmies shares what more is coming for Gamelight in 2024: “The upcoming projects that we are working on will revolutionize mobile advertising as a whole, making it more fun for users and more lucrative for advertisers. I am talking about completely new things that have not been seen before. More on that in the upcoming months!”

To sum up, Gamelight is set to reach $1 billion in revenues in 2024, only one year after its debut, because of the cutting-edge AI algorithm. The platform has quickly made a dent in the mobile marketing landscape, providing game developers with a unique strategy to engage users and drive revenue growth. In 2024, Gamelight promises to keep delivering exceptional results, surpassing industry standards and reshaping conventional norms in mobile marketing.

The post Gamelight set to reach $1 billion annual revenue in 2024 appeared first on Business of Apps.

AdMaven is shaking up the affiliate marketing game by launching its new tool: Content Locker. This ingenious solution unlocks the hidden potential within your content to capture more leads and drive higher engagement.

Integrated directly into the AdMaven platform, Content Locker temporarily restricts access to content until users complete a desired action, such as submitting their email address or participating in a promotion.

AdMaven’s senior management reaffirms that Content Locker aligns with their commitment to innovation and excellence: “Content Locker empowers our partners to achieve new heights in terms of user engagement and revenue generation.”

The power behind Content Locker

Content Locker checks every box for a top-tier affiliate marketing solution by offering an integrated link shortener and user-friendly design.

Here’s why:

• Versatility across content types: Whether it’s multimedia or downloadable resources, Content Locker is compatible with various content formats.
• Integrated link shortener: Simplifies content sharing while capturing valuable user data, which is crucial for crafting targeted marketing strategies.
• Exceptional user experience: Content Locker turns passive browsing into an active experience, increasing conversion rates.

Content Locker unlocks the true profit potential hidden within your content by turning passive readers into active, high-value leads.

Getting started with AdMaven’s Content Locker is simple:

• Step 1: Shorten links with the integrated tool and share them across channels.
• Step 2: Users who click links must complete a task before unlocking content.
• Step 3: Get paid according to user performance and new traffic.

Want to see how simple it is to use Content Locker? Read our recent blog that talks about Telegram monetization.

The innovation continues

The launch of Content Locker kicks off an exciting new era of innovation at AdMaven.

Continually pushing the boundaries of marketing technology, AdMaven empowers publishers and affiliates with tools to tap into buyer psychology to incentivize engagement over passive consumption.

Try Content Locker now!

The post AdMaven launches Content Locker appeared first on Business of Apps.

As we bid farewell to the holiday season’s peace and calm, App Engagement Monthly is here to jolt you into 2024 with an invigorating burst of insights, ideas, and inspiring innovation. In this monthly curated edition, I’ve unraveled the trends poised to shape the app engagement realm throughout the upcoming year. Time to get your 2024 engagement strategy ready!

The start of a new year is also a great time to reaffirm a timeless truth: irrespective of economic fluctuations, prevailing political landscapes, or the daily deluge of challenges, the essence of unparalleled app engagement lies in the excellence of your product. After all, nothing can beat a truly outstanding app that captivates and enthrals users from the get-go, setting them on a path to long-term retention.

So, as we gear up for the exciting opportunities that 2024 has in store for us, let’s discover the intricacies that make an app not just popular but an enduring user favorite of indomitable allure.

Venture with me as we unveil the strategies, tips, and secrets that promise to define and redefine user engagement in 2024. Here’s to a year filled with app success and tech brilliance!

2024 Insights and predictions eBook

We know what users want—stellar, personalized, mobile-first experiences but, crucially, without giving up too much privacy. But how do you go about achieving just that? The insights and predictions eBook from Airship is an excellent and thorough resource for preparing your engagement strategy for 2024. Speaking with 26 business leaders, Airship has unveiled the key trends that will shape the upcoming year. Check it out to stay ahead of the curve and thank me later!

[PODCAST] “If you don’t have a product that people want, then nothing else matters”

To be fair, the title says it all. Tune in to discover a three-step framework that helps app businesses identify product-market fit, build and deliver remarkable solutions, and invest profits back into the business to shore up their competitive advantage.

What your app user behavior is telling you

Many mobile apps commonly gauge success solely in financial terms. While a robust bottom line is undoubtedly essential for a thriving business, the most accurate indicator of sustainability lies not in how users spend their money but in how they spend their time within the app. So, what should you be tracking in that case?

How to pair Apple Search Ads and in-app engagement to maximize your user lifetime value?

Another one where the title says it all. A solid read to help you achieve high LTV on iOS.

Navigating the Android updates: Best practices for marketers

The Android 13 update has ushered in a paradigm shift, making user consent a mandatory step for sending push notifications. Adapting to this shift necessitates a careful strategy to guarantee adherence to opt-in requirements while maintaining effective communication. CleverTap’s post is a great preparatory read to get ready for the Android 13 update.

App Engagement Guide

Download our App Engagement Guide, covering all the trends, strategies, and metrics you need to know to ace app engagement in 2025.

App Engagement Titbits

• [GUIDE] Mastering app reward and loyalty programs
• [VIDEO] A Mobile engagement approach that doubles MAUs in 6 months
• [PODCAST] Building apps for a billion users
• Mobile marketing in 2024: Phiture’s predictions
• 2024 Marketing predictions and insights

If you enjoyed what you just read, sign up here to have the App Engagement Monthly email beamed directly to your inbox every second Wednesday of the month. And don’t forget to share with friends and colleagues.

The post January App Engagement Roundup: Trends and predictions for 2024 appeared first on Business of Apps.

It’s estimated that in 2023 mobile consumers will have spent 50 billion hours in shopping apps on Android alone. On top of that, reports show that people are making more in-app purchases than ever before.

So what are today’s top eCommerce brands doing right? How are they using mobile marketing to improve customer engagement and increase revenue in this booming retail landscape?

Join Patrick Eichmann, General Manager for the Americas at Remerge, as he kicks off a new series of the Apptivate podcast in which he talks to experts from the eCommerce industry about their app marketing strategies and best practices.

In the first episode, Matt Hudson, co-founder of BILDIT, provides his take on when it’s time for marketers to launch an app, how to start building one, and why user experience should be the number one priority.

“Your mobile app should not be an island. Your whole team should all be able to support the growth of your app. If you can find a way to spread your mobile app out and treat it like another channel such as email, SMS or web – that’s what makes it less expensive and what’s going to help it grow”, said Matt Hudson.

“For me, an app’s overall performance is the most important thing. People are using it because they want to save time.”

Listen to Marry your customers: Mobile apps for eCommerce brands and explore all episodes of Remerge’s Apptivate podcast.

The post Remerge shares eCommerce insights in new Apptivate podcast series appeared first on Business of Apps.

BidsCube, a full-stack programmatic advertising company, has officially unveiled its strategic collaboration with Pixalate, a leading platform specializing in ad fraud protection, privacy, and compliance analytics.

The partnership aims to address the growing concerns surrounding ad fraud within the programmatic advertising space, providing publishers and advertisers with a more secure and trustworthy environment. This collaboration reinforces BidsCube’s dedication to providing safe and compliant programmatic advertising solutions that align with the needs of the digital advertising industry.

“As the programmatic advertising continues to evolve, addressing ad fraud and ensuring transparency has become paramount for success,” said Dmytro Chebakov, CEO of BidsCube. “Our collaboration with Pixalate reflects our commitment to delivering trustworthy and secure programmatic advertising solutions. By integrating Pixalate’s advanced ad fraud protection tools, we are taking a substantial step towards creating a more transparent ecosystem that benefits advertisers and publishers.”

Pixalate’s sophisticated tools for protecting against ad fraud will smoothly integrate into BidsCube’s programmatic ecosystem, enhancing the company’s comprehensive quality approach powered by AI and machine learning. The partnership is designed to improve the overall transparency of programmatic advertising, ensuring that BidsCube partners get the value they expect while holding the integrity of the digital ecosystem.

“Our partnership with BidsCube provides their customers with comprehensive fraud detection and prevention solutions,” said Jalal Nasir, CEO of Pixalate. “We are encouraged by their proactive approach in creating a programmatic advertising ecosystem built on transparency, efficiency, and quality.” 

About BidsCube

BidsCube is a full-stack AdTech company developing a programmatic ecosystem to make digital advertising simple and accessible for everyone. Offering adaptable programmatic solutions, the company empowers market players to harness the best of AdTech. With global trust from hundreds of partners, BidsCube offers advertisers and publishers feature-rich products with a top-notch user experience.

About Pixalate

Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising.

The post BidsCube teams up with Pixalate to combat ad fraud appeared first on Business of Apps.

This shall be my last post for BusinessofApps. After a decade of sharing insights, trends, and stories from the world of mobile apps, it comes with a mix of gratitude and sadness. If the app world teaches us anything, it’s that things move incredibly fast. So in the spirit of dynamic shifts, let me leave you with an overview of the top trends of 2023.

In 2023, the mobile app industry faced a range of challenges and opportunities that shaped its trajectory. From a decline in app install ad spending to the resurgence of iOS non-organic installs, here’s AppsFlyer’s  overview of the top five predictions that defined the year:

1. App install ad spend declines by 6% to reach $82 billion

The global economic downturn cast a shadow over mobile app user acquisition budgets in 2023, resulting in a 6% year-over-year decline to a total of $82 billion worldwide. Interestingly, this decline was more pronounced for Android, with a 10% decrease, while iOS experienced a 2% growth.

Share of non-gaming app install ad spend trend and % change by category

Source: AppsFlyer

2. iOS non-organic installs rebound with a 9% YoY increase

After enduring a 15% drop in iOS non-organic installs (NOI) in 2022, compared to the previous year, 2023 witnessed an impressive rebound. NOI experienced a 9% year-over-year increase, outpacing Android’s modest 3% growth. This resurgence can be attributed to a 10% reduction in media costs on iOS, along with improved adaptability among marketers and ad networks to the changes brought about by ATT and SKAdNetwork.

3. Total app downloads increase by a modest 2% in 2023

While 2022 saw a robust 10% rise in total app downloads, 2023 experienced a more subdued 2% increase. This slowdown was primarily due to a 4% decline in non-gaming Android apps, driven by declines in India, Indonesia, and Brazil. However, Android gaming installations increased by 6%, and iOS non-gaming installs grew by 7%.

YoY % change in total app installs by country

Source: AppsFlyer

4. In-app purchase revenue thrives in both gaming and non-gaming apps

In-app purchases (IAPs) made a strong comeback in gaming apps, registering an 11% increase in 2023. This resurgence was driven by gains in casino and casual games, while midcore games saw slight declines. In the realm of in-app advertising (IAA) revenue in gaming, there was a 4% year-over-year increase, primarily driven by casual games.

YoY % change in revenue from in-app purchases and in-app advertising among gaming apps

Source: AppsFlyer

Among non-gaming apps, IAP consumer spending surged by an impressive 19% year-over-year. Travel, food & drink, utility & productivity, and lifestyle apps led the charge in this growth. Subscription revenue also soared, jumping 30% in 2023, emerging as a key revenue stream for non-gaming apps.

5. Android remarketing conversions decline by 9% YoY

Remarketing faced headwinds in 2023, particularly on the Android platform, where conversions dropped by 9% year-on-year. This decline was closely linked to the decrease in app install ad spend due to the economic downturn. While India and Brazil experienced declines, the United States witnessed an uptick in remarketing activity, particularly in entertainment, finance, and food & drink apps.

Looking toward the future, the state of the global economy will play a pivotal role in budget allocation for app install ad spending in 2024. Encouragingly, economic parameters like GDP growth, inflation, and market performance are showing improvement, fostering cautious optimism for increased budgets.

The digital marketing industry also continues to grapple with privacy-driven challenges following iOS 14.5. With Android’s Privacy Sandbox and Chrome’s cookie deprecation on the horizon, marketers will need to adapt to a shifting landscape.

The integration of AI will undoubtedly disrupt many industries. And such changes may be disruptive and aren’t always going to be positive.

Stay tuned and keep watching this space. And as always: thanks for reading!

The post The key data trends shaping the app industry in 2023 appeared first on Business of Apps.

APS London is back on 25th April 2024 and it’s going to be bigger than ever with a new venue and capacity for 700+ app marketers, product and growth attendees and an expanded exhibition area.

We will be covering the latest app growth topics including AI, SKAN, Apple Search Ads and first party data. Apply here to take part as a speaker.

We would like to offer you early access to a special launch ticket. This will secure your place at what promises to be the app growth event of the year.

If you’d like to join the world’s leading user acquisition, analytics & engagement platforms and agencies as an APS London sponsor then contact us to become a partner or exhibitor.

The post New Venue for APS London 2024 appeared first on Business of Apps.

When it comes to in-app audio advertising, research conducted by Odeeo, an Israel-based in-game audio ad platform, found that more than 90% of audio ads manage to capture gamers’ attention without being skipped. This percentage jumps even higher, exceeding 95%, when it comes to shorter ads. Let’s take a look.

First ads have the highest click-through rates

Based on an analysis of 75 million ad impressions and a collaboration with 400 game partners, these findings shed light on optimal audio ad lengths, volumes, and other critical factors.

Unlike some other forms of advertising that can disrupt the user experience, in-app audio ads can be seamlessly integrated into the app’s content. This allows advertisers to reach their target audience without causing irritation or disruption.

Odeeo’s approach to audio ads is designed to maintain uninterrupted gameplay, presenting players with non-intrusive ads in the form of clickable icons that do not take over the screen.

The research highlights a fascinating trend: the first ad encountered by players boasts the highest click-through rate, with a mere 6% skip rate. This emphasises the significance of a brand’s ad being the first to appear, although it’s not the sole determinant of success.

Time to realising it’s an ad

Source: Odeeo

Turning up the volume

The research also indicates that a majority of mobile gamers prefer to have their volume settings above the standard 10% mark during gameplay. Surprisingly, click-through rates on ads actually increased as players’ volume settings went higher, peaking at 60% before stabilising.

In addition to volume considerations, shorter ads demonstrated greater success, experiencing fewer skips and higher engagement. This trend suggests that shorter ad formats are often more effective in most advertising scenarios.

Odeeo CEO Amit Monheit commented on these findings, saying: “Over the past few years, we’ve had the privilege to run thousands of campaigns for major advertisers all around the world. As our offering has started to mature, we’re now able to quantify the impact of different drivers of ad performance at scale, and it’s exciting to share these insights with our partners.”

Odeeo has established its presence across the Middle East, Europe, and the Americas, gaining a reputation for in-game advertising that seamlessly integrates with gameplay.

Key takeaways

• Over 90% of audio ads in apps capture gamers’ attention, rising to over 95% for shorter ads.
• The first ad encountered by players achieves the highest click-through rate, emphasizing its importance.
• Gamers prefer higher volume settings, with click-through rates peaking at 60%, especially with shorter ads.

The post Over 90% of app gamers engage with in-app audio ads appeared first on Business of Apps.

In recent years, the mobile advertising industry has come under increased pressure from consumers and regulators to limit the sharing of users’ cross-app behavioral data.

In response, Apple rolled out their App Tracking Transparency framework (ATT) in 2021, and Google is currently developing their own privacy-centric ad framework called the Privacy Sandbox.

While in-app advertising remains a lucrative channel, advertisers must adapt their approach to ensure they achieve the best possible return on ad spend.

Remerge is proud to be one of a select few DSPs to play an active role in shaping the future of privacy-first advertising and is working directly with Google, AppsFlyer and our clientele of advertisers to test and build the necessary tools.

To help you navigate the latest developments, we created Remerge’s Mobile Privacy Newsroom. A single resource that aims to document:

• The progress of our work on the Privacy Sandbox
• Updates on ATT and SKAdnetwork
• Strategic insights from advertisers navigating the privacy-first era

Visit the privacy newsroom now.

The post Remerge launches a newsroom for the latest developments in mobile ad privacy appeared first on Business of Apps.

For many years, app stores were the go-to places for finding, selling, and making money from apps. But today, game and content creators want more flexibility and options. They’re looking for ways to sell their content in a more versatile manner that can reach a broader audience while giving them direct feedback from customers. New research from content monetisation solutions expert Coda and Niko Partners sheds light on what’s happening.

Out-of-app monetisation

The report highlights the increasing importance of digital distribution and monetisation methods for mobile game publishers. To meet growing demand, developers are turning to different approaches.

One is first-party web stores, where creators sell directly on their own websites. Another is third-party web stores, where they team up with other online marketplaces. These new methods are not only cheaper than using traditional app stores but also open up exciting opportunities to make money outside of those familiar platforms.

The report also points out the growing trend of out-of-app monetisation, particularly through web stores. This trend is gaining traction in regions with limited credit card access, such as Southeast Asia, which accounts for 21% of global mobile game revenue. In certain markets, like China, third-party distribution contributes to 53% of app monetisation.

“Out-of-app monetisation helps to unlock revenue in markets where gamers have different options compared to Western markets, from alternative payment methods to tighter budgets for game spending,” said Lisa Hanson, President and CEO of Niko Partners.

Web and alternative app stores

Source: Coda

Adapting payment methods

Recognising the diverse payment options in various markets, the report emphasises the importance of adapting payment methods, including e-wallets and phone carrier billing. In Asia, first and third-party web stores have been the norm for over a decade.

With the Southeast Asian games market generating $5.8 billion in revenue in 2023 and expected growth, Coda plans to expand its global reach through partnerships with publishers. The report predicts an increase in mobile gamers from 286 million in 2023 to 326 million in 2027.

Despite challenges posed by a significant “unbanked” adult population, around 40-50%, and over 100 payment methods and providers, the report advocates for diverse payment options. Collaboration with partners who have local expertise, diverse marketing channels, and influencer networks is highlighted to unlock the potential of Southeast Asian markets.

How out-of-app monetisation works

Source: Coda

To make the most of this chance, it’s vital to create a campaign that convinces users to start shopping on a web store.

At the same time, gamers also win when they buy things outside of the app because publishers offer them enticing incentives. These perks can include exclusive bonuses, one-of-a-kind in-game items, cashback deals, special promo codes, and more – all designed to make customers more engaged and excited about their purchases.

Key takeaways

• Publishers are adopting web stores to diversify revenue streams, reflecting a shift away from traditional app stores.
• Web stores are gaining traction, particularly in regions like Southeast Asia, responsible for 21% of global mobile game revenue.
• To succeed, publishers must adapt to diverse payment options, with Southeast Asia’s games market predicted to grow from 286 million to 326 million mobile gamers by 2027. Collaboration with local experts and influencers is crucial.

The post Out-of-app monetisation and new payment methods are emerging trends appeared first on Business of Apps.

TikTok has just become the first non-gaming app to rake in an impressive $10 billion in consumer spending, as reported by data.ai. This year, the app has crossed the $1 billion mark for earnings during Q1 to reach $10 billion by the end of the year.

TikTok joins rank of highest-grossing apps

TikTok joins an exclusive club of top-grossing mobile apps, including Candy Crush Saga, Honor of Kings, Monster Strike, and Clash of Clans, all of whom have also crossed the $10 billion revenue milestone.

What’s all the more noteworthy is TikTok’s growth story, with a remarkable 61% increase in consumer spending throughout 2023, surpassing its 2022 earnings by a whopping 15%. Impressively, TikTok even outshone heavyweights like Tinder and YouTube, maintaining a substantial lead of $2 to $3 billion in revenue.

Source: data.ai

The boom in revenues is driven by the US and iOS users in China, both contributing around 30% each, forming a substantial 60% chunk of the app’s total earnings. Notable contributors to TikTok’s coffers also include Saudi Arabia, Germany, the United Kingdom, and Japan, collectively chipping in about 13% of the app’s in-app purchase revenue.

The secret sauce behind TikTok’s financial success?

It’s none other than TikTok coins, a virtual currency. Users opt for one-time in-app purchases, with the popular 1,321 coins bundle at $19.99 leading the way, constituting a whopping quarter of the app’s IAP revenue. These coins are used by users to lavish virtual gifts on content creators, fostering a vibrant ecosystem of digital giving.

Looking forward, TikTok’s financial future appears brighter than ever, with a projected $15 billion in consumer spending expected in 2024. This forecast, coupled with TikTok’s diversified revenue streams, including in-app advertising and the recent addition of TikTok Shop for eCommerce, firmly positions TikTok as a frontrunner in the race to become the world’s highest-earning mobile app.

Source: data.ai

According to Lexi Sydow, Head of Insights at data.ai, “TikTok’s extraordinary success is set to scale new heights, inching closer to the $15 billion milestone in 2024. The app’s innovative monetisation strategies and user engagement showcase its potential to outshine even the most lucrative mobile games, establishing a new industry standard.”

Key takeaways

• TikTok joins elite club: Becomes first non-gaming app to hit $10 billion in consumer spending
• TikTok coins fuel growth: Virtual currency, virtual gifting, and diverse revenue streams contribute to success
• Bright future ahead: Projected $15 billion consumer spending in 2024 cements TikTok’s lead in mobile app earnings

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User acquisition is a pivotal concern for app developers in today’s fast-paced digital landscape. AppsFlyer, recognised as a global leader in marketing measurement, attribution, and data analytics, has recently made a strategic move that underscores the significance of this challenge.

Oolo by AppsFlyer

AppsFlyer just acquired oolo, a prominent AI-powered platform specialising in user acquisition and monetisation decision-making. This acquisition reinforces AppsFlyer’s commitment to providing comprehensive solutions tailored to the ever-evolving needs of modern marketing, growth, and monetisation teams.

Under its new ownership, oolo will operate as “oolo by AppsFlyer”.

As marketing, growth, and monetisation teams expand their roles and seek to optimise strategies related to customer acquisition, engagement, and monetisation, the demand for real-time, data-driven decision-making has reached new heights.

Oolo dashboard

Source: oolo

Here, oolo plays a pivotal role by leveraging powerful AI capabilities to offer insights and alerts that facilitate the immediate optimisation of key metrics such as return on ad spend (ROAS), media revenue, and customer retention. This empowers app developers to make informed decisions swiftly, which is crucial in a competitive landscape.

Moreover, the integration of oolo into AppsFlyer’s ecosystem extends beyond user acquisition. It includes its placement within the Privacy Cloud Marketplace, a groundbreaking initiative by AppsFlyer that addresses data privacy concerns head-on. The Privacy Cloud Marketplace focuses on reducing signal loss and fostering data collaboration within customers’ Data Clean Rooms, all while adhering to a privacy-by-design approach.

Critical insights for development teams

“Adapting to the ever-changing digital ecosystem requires innovative solutions that can offer privacy-centric, actionable insights for optimal decision-making,” said Oren Kaniel, CEO and co-Founder at AppsFlyer. “oolo’s unique technology, team and expertise will play a key role in our continual pursuit to build a holistic platform that accommodates the shifting expectations, roles and challenges of modern marketing teams. The combination of oolo’s innovative technology with AppsFlyer’s industry leading measurement platform offers brands new opportunities to harness AI’s full capabilities to optimise their growth and monetisation strategies. We believe the future of data-driven decisions is in smart AI rather than the static tools which are common today, and oolo’s cutting-edge AI technology enables us to better serve the increasing demands of our customers and meet their evolving needs.”

oolo brings to the table a dynamic alert system that continuously identifies anomalies, growth opportunities, and inefficiencies in real-time, providing valuable support for growth marketers. By harnessing data from marketing campaigns to train its AI algorithms, oolo can swiftly prioritise and present critical insights, enabling marketing teams to achieve better results with less effort.

This acquisition by AppsFlyer follows its recent purchase of devtodev, a comprehensive data analytics solution for game and app developers. Both oolo and devtodev will play integral roles within AppsFlyer’s Privacy Cloud Marketplace, offering data, analytics, and AI providers the opportunity to build products using AppsFlyer’s APIs while ensuring data privacy.

The introduction of “oolo by AppsFlyer” is poised to serve both existing AppsFlyer customers and those seeking independent access to these powerful tools.

The move promises to have a profound impact on the digital marketing landscape, addressing the critical importance of user acquisition in the ever-evolving app development industry.

Key takeaways

• AppsFlyer’s acquisition of oolo strengthens their commitment to comprehensive solutions, enhancing user acquisition and monetization strategies for modern marketing and growth teams.
• Oolo’s AI-driven platform provides real-time insights, optimizing key metrics like ROAS, media revenue, and retention, vital for success in the competitive digital landscape.
• Integration into the Privacy Cloud Marketplace showcases AppsFlyer’s dedication to data privacy and collaboration, while oolo’s dynamic alert system and AI technology enable privacy-centric decision-making.

The post App growth empowered: AppsFlyer acquires Oolo appeared first on Business of Apps.

Chinese app developers are not only thriving internationally but also reshaping the global app ecosystem. Based on new data from Adjust, Chinese-developed apps are making significant inroads into various countries. Let’s dive in!

India Emerges as Key Market for Chinese Export Apps

While India wasn’t traditionally considered a dominant market for Chinese export apps, recent data highlights its significant presence. In 2023, India stood out with an impressive 50% availability rate for Chinese apps, signalling a growing appetite for these offerings among Indian users.

Chinese apps availability overseas

Source: Adjust

Kenya’s Share in Chinese Entertainment Apps

In the same year, Kenya claimed a noteworthy share of the Chinese entertainment app market, with a 33% installation rate. This suggests a substantial user base in Kenya engaging with Chinese entertainment content.

India’s Remarkable Hold on Chinese E-commerce Apps

India made an even more remarkable impact in the realm of Chinese e-commerce apps, securing a remarkable 72% share of installations in 2023. This underscores India’s growing role in the global e-commerce landscape and its embrace of Chinese platforms.

Chinese e-commerce app install share by country 2023

Source: Adjust

Rapid App Session Growth in Emerging Markets

The global app landscape is witnessing a surge in overall app session growth, surpassing the rate of app installations in several regions, including INSEA (India, Southeast Asia), LATAM (Latin America), and MENAT (Middle East, North Africa, and Turkey). This trend reflects the increasing engagement of users with existing apps, indicating a maturing user base.

App installs and sessions

Source: Adjust

Explosive Growth in Casino Gaming Apps in Brazil

Brazil experienced a notable spike in casino gaming app installations in Q3 2023, with a staggering 168% year-over-year increase. This surge suggests a growing interest in casino gaming within the Brazilian market, presenting opportunities for developers and operators.

These developments demonstrate the dynamic nature of the global app ecosystem, with emerging markets like India and Kenya playing pivotal roles in shaping the preferences and trends in app usage.

Key takeaways

• India emerges as a significant market for Chinese export apps with a remarkable 50% availability rate in 2023.
• Kenya establishes a notable presence in the Chinese entertainment app market, boasting a 33% installation rate.
• India’s dominance extends to Chinese e-commerce apps, capturing a remarkable 72% share of installations in 2023.

The post Chinese aps are reshaping the global market appeared first on Business of Apps.

Last week we had the pleasure of hosting the 7th annual App Growth Awards.

We had over 250 entries from around the globe with a range of finalists across 16 different categories. All entries were evaluated independently by our panel of judges from the likes of GSMA, Omdia, CCS Insight and IBM.

The winners are:

• App Advertising Platform – Gamelight 
• App Analytics Platform  – Swaarm 
• App Data Platform – Data.ai Intelligence
• App Engagement Platform – Airship
• App Messaging Platform – CleverTap
• App Revenue Platform – Adapty
• MMP of the Year – Adjust
• ASO Company – ConsultMyApp
• User Acquisition Company – Phiture 
• App Marketing Agency of the Year – Kurve
• App Growth Innovation – ShareTheMeal Video In-App Impact Loop 
• App Marketer of the Year – Megan Dean
• Fastest Growing App – Reframe
• Growth Team of the Year – SplashLearn
• App Marketing Campaign of the Year – TATAM x Babbel: Unlocking the Power of Data
• Outstanding Contribution – Shamanth Rao

Thanks to all of the entrants, finalists, judges and winners. The calibre and range of entries this year was amazing and every single entry deserves kudos and praise for their success.

Photos from the event can be found here.

The post App Growth Awards Winners Announced appeared first on Business of Apps.

Generative AI start-up, Titan AI, has just secured over $500,000 in pre-seed funding, led by Berkeley SkyDeck. This investment underscores the growing interest in generative AI, particularly within the gaming industry.

Cheaper mobile game development

Creating mobile games can be a costly endeavour, with some projects exceeding $250,000. Titan AI has devised an innovative approach to this challenge.

The company is a generative AI gaming company that aims to streamline the production of 2D and 3D content for games, reducing both cost and development time.

Leveraging image generators like Stable Diffusion and DALL-E, the company crafts 2D graphics. It then employs proprietary technology to seamlessly integrate these elements with 3D models. Furthermore, Titan AI is actively training its AI to design game levels of varying difficulty, ranging from easy to hard, a task that typically demands significant human effort.

The studio’s primary objective is to create more inclusive gaming experiences, addressing underrepresentation in the gaming world.

Three prototypes in the making

One of Titan AI’s inaugural games, “Aztec Spirit Run,” challenges the prevailing trend by featuring a protagonist racing against Conquistadores to protect the temple’s treasure, offering a fresh perspective on Mesoamerican culture.

In addition to “Aztec Spirit Run,” Titan AI has introduced three other game prototypes: “KPop Dream Run,” “Reptile Dream Run,” and “Holy Bible Run: Jesus Miracles.”

While the runner game template may seem familiar, Titan AI brings its generative AI prowess to the table, offering hundreds of in-game character customisation options, including outfits and tattoos. Future plans involve enabling characters to run faster and collect more items, such as golden skulls.

Titan AI’s decision to pursue endless runner games aligns with research indicating that many underrepresented players enjoy this genre. However, the company remains open to exploring other possibilities within generative AI gaming, such as allowing players to design their own in-game avatars from scratch.

To ensure accessibility for underserved audiences, Titan AI has made all its games free to play, generating revenue through in-app advertisements and paid features.

According to co-founder Fabien-Pierre Nicolas, Titan AI’s funding round signifies “a story of hope and optimism in the current ‘doom and gloom’ in the gaming industry: a new studio raising money with a positive mission for the world”.

Key takeaways

• Titan AI secures $500,000 in pre-seed funding, highlighting the rise of generative AI in gaming.
• Titan AI aims to reduce mobile game development costs and time by harnessing generative AI for 2D and 3D content.
• The studio’s inclusive approach challenges gaming norms, offering unique game prototypes and customization options for underrepresented players.

The post Titan AI secures $500,000 in pre-seed funding for gaming app development using generative AI appeared first on Business of Apps.

A group of 83 Spanish media organisations is taking legal action against Meta, the parent company of Facebook. They’re seeking damages amounting to €550 million. Let’s take a look.

What’s the lawsuit all about?

The lawsuit, filed by the AMI newspaper publishing association in a commercial court, accuses Meta of engaging in unfair competition within the advertising market.

These media outlets argue that Meta gains an unfair advantage by extensively and systematically utilising personal data collected from users of its Facebook, Instagram, and WhatsApp platforms. They claim that this data allows Meta to create and display personalised ads, which they believe constitutes an unfair competitive practice.

Prominent participants in this legal action include Prisa, the publisher of Spain’s major newspaper, El Pais, and Vocento, the owner of ABC and other media properties. This coalition of media entities, which includes privately-owned companies, asserts that a substantial portion of Meta’s advertisements rely on personal data acquired without users’ explicit consent, thereby violating data protection regulations.

Personal data violations

In a press release, the consortium stated, “Meta has repeatedly failed to comply with data protection legislation, ignoring the regulatory requirement that citizens must consent to the use of their data for advertising profiling, as can be seen from the different resolutions of the European authorities competent in this matter”.

They further noted that Meta’s systematic and extensive use of users’ personal data, tracked without their consent during their online activities, appears to have given the American company an unfairly obtained competitive edge in the advertising market.

It’s the second time that Spanish media organisations have taken a stand against tech companies to protect their interests. In 2014, the Spanish government compelled Google News, a service provided by Alphabet, to cease its operations. The service remained offline until 2022, following the implementation of new legislation that enabled media outlets to engage in direct negotiations with the tech giant.

Key takeaways

• Spanish media consortium, comprising 83 organizations, is suing Meta Platforms for €550 million in damages.
• Lawsuit alleges unfair competition, claiming Meta utilizes user data without consent to gain an advertising advantage.
• Prominent media companies like Prisa and Vocento are part of the legal action, citing violations of data protection regulations.

The post Spanish media groups sue Meta platforms for €550 million damages appeared first on Business of Apps.

France, the driving force behind Europe’s mobile revolution, has a thriving app ecosystem. With over 76% of its population actively using smartphones, the market is set to exceed $7.3 billion by 2027. That’s according to the latest data roundup provided by app experts Adjust. Let’s dive in.

Mobile game sessions rose 17%

In 2022, French users spent an average of 3.9 hours per day on mobile apps, up from 2.7 hours in 2019. Explore the latest trends shaping the French app market in 2023, from gaming and social apps to economic challenges affecting overall app sessions.

In the dynamic French Android market, gaming apps rule the revenue charts, with six out of the top ten grossing apps belonging to this category. Coin Master, a gaming app, reigns supreme in the first place, followed closely by TikTok (social) at second. Another gaming sensation, Monopoly Go, secures a high spot.

On iOS, the landscape shifts slightly. Deezer, a popular music and audio app, takes the top spot, with TikTok following closely in second place and Tinder (social) rounding out the top three.

App installs and sessions – France

Source: Adjust

France’s mobile gaming sector is on quite the growth trajectory, with projected revenues of $0.83 billion by the end of 2023, expected to soar to $1.07 billion by 2027. Games already account for a substantial 43% of all mobile app downloads in France.

Furthermore, a recent study reveals that 71% of the French population engages in mobile gaming occasionally. This surging interest is supported by Adjust data, showcasing a significant 17% increase in gaming app installs from the second to the third quarter of 2023, along with a 5% rise in user sessions.

Gaming and social take highest retention rates

In January 2023, 86.9% of France’s internet users, spanning all age groups, actively engaged with at least one social media platform. TikTok emerged as a standout top-grossing social app, boasting approximately 21 million users aged 18 and above in early 2023.

According to Adjust data, while social app user sessions experienced a modest 3% decline from Q2 to Q3 2023, app installs surged by 9%. This presents a strategic window for mobile marketers to employ tactics like personalised content, gamification elements, and push notifications to attract and retain users in an increasingly competitive mobile app landscape.

The French app market demonstrates a notable shift toward utility apps. Despite a marginal 1% drop in user sessions from Q2 to Q3 2023, utility apps recorded a slight 2% increase in installations. Additionally, in October 2023, there was significant year-over-year (YoY) growth, with installs surging by 21% and sessions by 8% for utility apps.

Strong game retention rates

Source: Adjust

Gaming and social apps in France exhibit the highest Day 1 retention rates, standing at 24% and 17%, respectively, as of July 2023. Entertainment and utility apps follow closely, with retention rates of 11% and 10%, respectively.

To foster further retention growth, gaming, social, and entertainment apps can enhance their personalised content offerings, while utility apps can focus on incorporating practical, everyday features and elevating the overall user experience.

To thrive, app marketers must prioritise French localisation, tapping into both the domestic and global Francophone audience. However, caution is required in monetisation, notably in-app advertising (IAA). French consumers are less tolerant of mobile ads, with 40% favouring alternative approaches, exceeding the global average of 20%. Hence, tailored and considerate monetisation strategies are imperative.

Key takeaways

The post Gaming app installs among French users jump 17% in 2023 appeared first on Business of Apps.

While social media is not playing a dominant role in online shopping in Western markets (yet), a new study shows that it has caught on in the UAE. Let’s explore.

Social media usage

According to the RetailX Middle East Ecommerce Region 2023 report, many people in the Middle East use social media, with Qatar having nearly 98% of its population on at least one platform.

TikTok is gaining popularity rapidly, while Facebook and Instagram’s reach for advertisers is declining.

In Turkey, TikTok ads reach about 75% of the population, and Facebook has around 32.8 million users. However, Facebook’s advertising reach dropped by 4.7% in 2022-2023, while TikTok’s increased by 12.4%.

Countries with fastest mobile and app shopping growth

Source: RetailX

In the UAE, people are active on social media, spending almost three hours a day. They use it to research products, with 79% looking for brands or things to buy. UAE consumers are also into social commerce, with 59% saying they’ve purchased through social media in the past year.

Growing social commerce

Social commerce is expected to grow as more people shop online, especially using mobile devices. The market is predicted to increase by 35% in 2023, reaching $1,338 million in Saudi Arabia alone. New players like live streaming platforms are entering the market, trying to attract retailers, brands, and shoppers.

Shopping devices

Source: RetailX

One such platform is Hoods, which combines shopping and entertainment. Content creators can tag products, turning them into shoppable links within videos. This trend is driven by younger generations who seek entertainment and interaction in their online shopping experiences.

Customer services are also using social media, with brands using chatbots and platforms like WhatsApp to handle customer inquiries efficiently.

Key takeaways

• In the UAE, social media is a dominant force in online shopping, with nearly three hours spent daily. 79% use it for product research, and 59% have made purchases via social platforms
• TikTok is rapidly gaining popularity, with ads reaching 75% of the Turkish population. Facebook’s advertising reach has declined by 4.7% in 2022-2023
• Social commerce is on the rise, with a projected 35% growth in 2023, reaching $1,338 million in Saudi Arabia alone. Innovative platforms like Hoods are combining shopping and entertainment to cater to younger generations. Customer service is also leveraging social media for efficient inquiries

The post Shopping on social apps is on the rise in the UAE appeared first on Business of Apps.

So you’ve evaluated your mobile app retention strategy and decided to launch a new retargeting campaign? But what happens next? How do you get started? What’s the best way to set and achieve your goals? Remerge has the solution in its complete guide to in-app retargeting.

Remerge has covered everything you need to know about running app retargeting campaigns in 2024. The guide includes insights on how the programmatic ecosystem works, segmentation strategies, retargeting’s role in the privacy-first era, and why creative strategies matter more than ever when bringing users back into your app.

Highlights include:

• A full overview of the technical setup required for a successful retargeting campaigns
• The most important goals, KPIs, and metrics
• How the Android Privacy Sandbox will transform app retargeting
• The status of the mobile marketing industry following the rollout of Apple’s ATT framework  

Access the guide for free. 

The post Remerge releases a complete guide for app retargeting campaigns in 2024 appeared first on Business of Apps.

In the year since ChatGPT’s launch, the UK’s AI sector has experienced substantial growth. The number of newly established companies using ‘AI’ in their names has more than tripled, rising to 1,284, which represents a significant 202% increase.

AI companies popping up all over the UK

A recent study by media company Hard Numbers examining data from UK Companies House to quantify the expansion of the AI sector following the introduction of ChatGPT, found that London has emerged as the primary hub for AI innovation, hosting nearly half of the new AI companies.

Out of the 1,284 new AI firms since ChatGPT’s launch, 625 are based in London, surpassing other cities by a considerable margin.

Manchester, the second-largest centre, is home to just over 3% of London’s total, highlighting London’s predominant role in AI innovation compared to cities like Cambridge and Oxford.

In the 12 months leading up to November 30th, 2022, there were 425 companies incorporating ‘AI’ in their names.

Source: Hard Numbers

“This data paints a clear picture: we have officially entered the fifth phase of the industrial revolution,” said Paul Stollery, Co-Founder and Creative Director of Hard Numbers. “The impact of AI will be as profound as that of any great technology to have come before it – from the first revolution of mechanisation and steam power, to the fourth, ushered in by the internet.

And yet, consumer demand and interest in AI aren’t going hand in hand with the trend.

Consumers aren’t interested in using AI

A report from Storyblok recently found that more than four in five (85%) consumers aren’t interested in using AI to help them decide on purchases.

Three in five respondents said that if they were presented with an AI recommendation, it would not increase their likelihood of making a purchase. And 17% expressed that AI recommendations would actually decrease their inclination to buy.

The study also sheds light on other aspects where consumers may not be up to date. A majority (43%) of consumers find the greatest value in a company’s website, while fewer value mobile apps (34%) and social media accounts (16%).

Interestingly, despite the clear preference for websites over mobile apps, seven out of ten consumers reported that they predominantly shop using their smartphones. This underscores the importance of having a mobile-optimised website.

Discussing these consumer trends, Storyblok CEO Dominik Angerer remarked that brands sometimes fall into the trap of chasing the latest trends instead of delivering what consumers truly desire. As indicated by the survey results, consumers prioritise authentic content and user-friendly websites during the holiday season.

Key takeaways

• In one year, UK added 1,284 new AI-named companies, a 202% rise, but consumer interest in AI lags
• London dominates AI innovation with 625 new firms, highlighting its leadership in the sector
• Over 85% of consumers show no interest in AI for purchase decisions; websites hold more value than mobile apps or social media

The post UK AI sector growing rapidly despite consumer disconnect appeared first on Business of Apps.

While social media apps have not yet fully embraced eCommerce in the West, the trend of making purchases through social apps is on the rise. A growing number of users seem increasingly willing to make in-stream purchases, even though they still prefer dedicated eCommerce platforms.

Majority of consumers opt for website over social media shopping

A recent survey conducted by The Influencer Marketing Factory, in which 1,000 US consumers were interviewed to gain insights into their online shopping behaviours and preferences, found that 62% of consumers prefer eCommerce platforms to social media for online shopping.

Around half of consumers prefer both online and offline shopping.

Shopping options consumers prefer

Source: The Influencer Marketing Factory

Every social media app aspires to tap into this trend and increase in-app spending, potentially boosting their revenue. But the latest survey finds that most consumers still harbour reservations about trusting social platforms for in-stream transactions, opting for the security and reliability offered by dedicated online shopping platforms.

Trust is the issue

According to the survey, 31% of consumers do not trust social media when it comes to purchasing something. They’re worried about their data as well as not knowing enough about the seller.

Almost half of consumers have never or just a few times a year purchased on social media with apparel being the most frequently bought category.

Half of consumers do not trust social apps

Source: The Influencer Marketing Factory

40% consumers consider product reviews to be very important for making purchasing decision on social apps.

But the findings also highlight that most users need to see a product just one to two times on social media before making a decision to buy it.

Path to purchase

Source: The Influencer Marketing Factory

The report highlights the significant trust issue that remains a barrier, especially considering the prevalence of scams on social platforms. Overcoming this hurdle may take some time, but there may be a gradual shift happening.

Key takeaways

• 62% of consumers favour dedicated eCommerce platforms over social media for online shopping
• 31% of consumers do not trust social media for purchases due to data and seller concerns
• Users often decide to purchase a product after seeing it one to two times on social media

The post Majority of consumers do not trust social apps for online shopping appeared first on Business of Apps.

Adsterra is bringing a new game-changer to the stack of its famous Social Bar format: Interstitials are available for Self-Serve Platform advertisers!

Interstitials used to be a privilege for managed accounts, but even so they reached an impressive  50% of ad demand among Social Bar users. Now, they’re not just an exclusive feature anymore: they are ready for action by all the savvy advertisers registered on Adsterra’s SSP.  

What are Interstitials?

Interstitials are full-screen ads that overlay a webpage with a large visual and vignetted background, appearing on top of the content to ensure users can’t ignore the message. The visuals are strategically designed to cover 45% to 80% of the screen, making them impossible to overlook.

The key elements of Interstitials are:

• Large picture or text area containing the main ad message.
• Optional heading and description.
• Darkened full-screen background.
• Call-to-action (typically a button).
• A corner “Close” icon or alternative option for ad closure.
• Extra layout elements to add a spark.

Intrigued? Take a glance at Adsterra’s Interstitials and set up a campaign here.

The perks of Interstitials: Social Bar subformat

Before revealing all the alluring details behind Adsterra’s Interstitials, it’s worth mentioning that they are released under the umbrella of the incomparable Social Bar format. Second to none, Social Bar shook the ad market in 2020, presented by Adsterra, and it keeps growing and gaining popularity, now expanding its stack of subformats to include Interstitials. 

Here’s what Interstitials bring to the table:

• UX guidelines compliant.
• Brand-friendly.
• Easy creative uploads.
• Extraordinary viewability.
• Securing prime ad position. 
• Potentially eliminating the need for prelanders due to delivering the entire message.
• Excelling in CPI, CPD, and CPL conversions.
• Competitive CPM rates, saving you from overpaying for superior ad placement.

All of this sounds attractive enough already, but stick until the end of the article, as we are about to give you some Pro Tips to squeeze the maximum out of your Interstitials from the very beginning.

Adsterra’s Interstitials: Pro Tips to skyrocket

No surprise Adsterra has a wide variety of smart tools integrated to its SSP platform; after all, they make it stand out. These tools help advertisers to optimize their campaigns and achieve ROI beyond expectations. Now that Interstitials are up and running, a new list of tips is due to enhance the performance of this new ad format:

• Smart Bidding Magic: Let the real-time auction-savvy Smart CPM algorithms bid for optimal traffic based on your targeting.
• Conversion Boost: Optimize CPM traffic by activating CPA Goal.
• Test Wisely: Begin with broader targeting during the test period; narrow down based on high-converting placements.
• Go Diverse: Add numerous creatives using various skins/templates.
• Offer, Don’t Just Tell: Use discounts, bonuses, and bargains for engagement.
• Visual Power: Don’t burst into long texts on your images, keep them concise.
• Clickbait Done Right: Think of headings that grab attention.
• Numbers Speak: Back your claims with stats for credibility.
• Urgency Wins: Limit offers by time for a conversion boost.

High-time to implement these tips! With them, you’re bound to achieve remarkable results, so wait no more, and try Interstitials on Adsterra.

Summarizing

Adsterra’s Interstitials are here for each and every advertiser, registered on SSP. Interstitials will elevate your marketing success by expanding Popunder campaigns with high-value traffic, introducing innovative creativity to Social Bar campaigns for top-tier leads, and re-engaging users with an attractively redesigned ad message. They’ve proved to enhance CTR and CR, meeting agency or affiliate KPIs, ensuring a friendly and smooth user experience that outshines traditional pop-up windows.

Oh, and did we mention you can snag $200 by sharing your results running an Interstitial campaign? Now you know, so fetch your Interstitials case study to Adsterra, and it could well become the next big thing on the blog!

Try Interstitials NOW!

The post Adsterra’s Interstitials bring new definition of sparking your audience’s interest appeared first on Business of Apps.

The advertising world is facing some tough challenges as its growth slows down by 5.3%. One big problem on the horizon is something called “invalid traffic” or IVT. Let’s take a closer look at the impact of IVT on ad waste and efficiency.

33% rise in fake traffic

According to Lunio, a company that helps advertisers be more efficient, in 2024, advertisers might waste more than $71 billion on fake or invalid traffic. That’s a whopping 33% increase from 2022.

Lunio studied 2.6 billion paid ad clicks and 104 billion impressions on major platforms like Google, Meta (formerly Facebook), LinkedIn, X (used to be Twitter), and TikTok. They found that 8.5% of all paid traffic is fake. So, basically, one out of every 12 visits to a website is not real.

This is a big problem not just because it’s a waste of money, but it also messes up how advertisers plan their budgets and predict how much money they’ll make. Lunio says that in 2024, this could lead to a staggering $204.8 billion in lost revenue.

Invalid traffic by channel

Source: Lunio

Meanwhile, annual viewability averages on mobile and desktop web and video worldwide have risen 9% between 2019 and 2022. The upward trend has pushed average viewability levels to hover between 70% and 75% for several years, with the global average reaching 73.6% in H2 2022.

Platforms with the highest fake traffic

One surprising finding is that LinkedIn has the highest fake traffic rate at 25%, which means over $1.43 billion of ad spending could be a waste. Other platforms like Meta, Bing, X, and Pinterest also have high fake traffic rates, costing around $54.8 billion.

On the other hand, Google’s platforms have a lower fake traffic rate of 5.5%, which is still a significant $16.6 billion.

If we add up the money wasted on fake traffic for Google and non-Google platforms, it’s a massive $71 billion.

Some 65% of advertisers said they actively reduced wasted ad spend by applying exclusion audiences to campaign types while 69.7% acknowledge that there are issues with spam or fake lead submissions.

Advertiser concerns

Source: Lunio

So, in this tough advertising landscape, one of the most important things for advertisers is to fight against fake traffic and minimise its impact.

Marketers need to prioritise addressing this issue in their campaign strategies across all channels.

Key takeaways

• Invalid traffic (IVT) is a major challenge for the advertising industry, with a projected $71 billion wasted in 2024 due to a 33% increase from 2022
• Platforms like LinkedIn, Meta, Bing, X, and Pinterest have high fake traffic rates, costing advertisers billions, while Google fares better with a lower fake traffic rate
• Marketers must prioritize combatting fake traffic across all channels to protect budgets and campaign efficiency

The post The growing threat of invalid traffic – a $71 billion problem in 2024 appeared first on Business of Apps.

Migrating to SKAN 4 led to a reduction in the cost per acquisition and an increase in conversion rates, according to a new report from Adjust in collaboration with TikTok, which sheds light on the impact of iOS SKAdNetwork (SKAN) campaigns for mobile marketers.

SKAN 4 reduces cost per acquisition

The reduction in acquisition cost leads to greater scalability on iOS to benefit marketers aiming to refine their optimisation strategies.

Adjust’s SKAN 4 was officially launched in October 2022, introducing features like conversion mapping, value optimisation, and enhanced privacy measures. This launch coincided with a growing emphasis on user and data privacy in the tech world. Consequently, post-ID attribution on iOS has been gaining traction, as Apple has gradually reintroduced analytics opportunities.

The new report by Adjust offers practical tactics to maximise success on iOS and provides valuable insights for mobile marketers aiming to enhance conversion rates for their apps. The study involved collaboration with TikTok and examined 37 apps in TikTok’s beta testing phase across the UK, US, and Japan. It focused on understanding how SKAN 4’s extended 35-day attribution window impacted conversions.

Source: Adjust

Conversion rates surge 220% on TikTok

The results of the study were impressive, with TikTok’s overall cost per acquisition improving by 37%, and conversion rates surging by a substantial 220%. These outcomes represent significant advantages for mobile app developers and marketers utilising SKAN 4. Additionally, these improved metrics enable more precise evaluations of campaign effectiveness.

Out of the 37 apps analysed in the beta test, TikTok confirmed that 17 were from mobile gaming clients.

Katie Madding, Chief Product Officer at Adjust, commented on the findings, saying: “Mobile app marketers are eager to refine their iOS campaign measurement and optimisation strategies with privacy-centric attribution, but there’s still hesitancy about moving to SKAN 4. With the continued industry shift toward prioritising user and data privacy, now is the time for a shift in mindset toward the possibilities of post-ID attribution on iOS. The data-backed insights detailed in our guide empower growth marketers to dig into and embrace SKAN 4’s functionality.”

Adjust’s comprehensive report delves deeper into optimising campaigns and enhancing their performance on iOS. It also offers a sneak peek into SKAN 5.

The introduction of SKAN 4 last year coincided with Android’s dominance, accounting for over 70% of ad creatives. Apple aimed to simplify iOS campaigns in response to this trend.

Key takeaways

• Migrating to SKAN 4 lowers cost per acquisition, benefiting iOS marketers’ optimisation efforts
• The study reveals impressive results with increased acquisition cost and soaring conversion rates
• Adjust’s report highlights the shift towards post-ID attribution on iOS for privacy-centric campaign optimisation

The post SKAN 4’s game-changing effect on mobile apps appeared first on Business of Apps.

SuperScale, a company based in London that helps mobile games grow, recently published a report based on interviews with 500 game developers in the UK and US. It found that 43% of mobile gaming apps do not make it past the development stage. Let’s take a look.

Many games stuck in development stage

The fact that 43% of mobile games don’t make it past the development stage highlights the high level of risk and uncertainty in game development. It might also raise concern over a high portion of resources invested in game creation going to waste.

The report also found that among the games that do get released, a whopping 83% stop getting updates and services within three years.

The short lifecycle of games is a serious challenge for developers who are already struggling to maintain relevance and profitability in the highly competitive mobile gaming market.

This is a tough situation for game developers. Many of them prefer working on new games rather than improving existing ones. However, 62% of their most profitable games rely on constant updates and engagement with players.

So, even though developers want to create new games, it might not be as financially rewarding, especially when so many games fail even before they’re launched.

Economic challenges

The report also cites economic difficulties and job layoffs in the gaming industry this year. In fact, 32% of the developers who were interviewed had to let go of employees, and 40% had to hire external help for tasks, especially in hypercasual and collectable card game studios.

Nearly 25% of developers came close to shutting down completely in 2023.

Ivan Trancik, the founder and CEO of SuperScale, acknowledged that these are tough times for the gaming industry. He mentioned challenges like competition, economic conditions, and changes like the ATT (App Tracking Transparency) policy. However, he also sees an opportunity for the industry to revisit and revitalize existing gaming content.

SuperScale’s report also provides insights into current trends, how developers measure their game’s success, and the ways they make money from their games.

Key takeaways

• 43% of mobile games face uncertain futures, raising concerns about resource wastage and industry risk
• A staggering 83% of released mobile games stop receiving updates within three years, posing a challenge to sustained profitability
• Layoffs, outsourcing, and nearly 25% of developers facing shutdown highlight economic challenges in the gaming industry’s volatile landscape

The post Troubling stats: almost half of mobile games fail to make it past development appeared first on Business of Apps.

Roku and Unity have announced a strategic collaboration aimed at assisting mobile app businesses in expanding their app installation campaigns to TV streaming platforms. This partnership, currently in beta testing, brings together Roku’s premium TV inventory and Unity’s user acquisition technology. The goal is to offer mobile app marketers a more efficient way to run TV streaming campaigns.

Growing competition

Miles Fisher, Senior Director, Head of Emerging and Programmatic Sales at Roku, emphasized the importance of TV streaming as a performance channel for mobile app marketers.

“Mobile app marketers seek to maximize their budgets and ad opportunities. TV streaming has become the right performance channel to enable growth and provide channel diversity in a highly competitive market,” he said. “Roku’s scale, tech, and direct connection with the viewer are uniquely positioned to make the largest screen in the home work harder for mobile performance marketers on Unity.”

The collaboration links Roku’s premium TV streaming inventory to Unity’s Luna app marketing platform. This integration enables mobile app marketers to seamlessly incorporate connected TV into their user acquisition strategies. It not only improves campaign measurement and optimisation but also allows marketers to use Roku’s Action Ads for a smoother user experience.

Multi-channel app marketing

Viewers can easily initiate game downloads on their mobile devices using their Roku remote and then return to their TV streaming content seamlessly. Additionally, app marketers gain the ability to measure the entire journey of their TV streaming campaigns, from the initial exposure to TV ads to the ultimate app downloads, making their growth strategies more cost-effective.

Omer Kaplan, SVP Revenue and Operations for Unity Grow, emphasized the goal of turning Connected TV (CTV) into a high-scale performance channel for apps and games. This partnership aims to tap into the vast potential of CTV as an untapped opportunity for app marketers, providing unique value and growth opportunities.

After the beta testing phase, Luna will collaborate with a select group of partners to expand their presence on the Roku platform. Roku has also recently partnered with Spotify for video ads on the popular music and podcast platform.

Key takeaways

• Roku and Unity’s partnership enhances app marketers’ ability to expand to TV streaming, optimizing user acquisition and ad campaigns
• The collaboration uniquely combines Roku’s premium TV inventory with Unity’s technology for a streamlined advertising experience
• This partnership empowers app marketers to measure and optimize TV streaming campaigns while improving user engagement and cost-efficiency

The post Roku and Unity join forces to revolutionise mobile app advertising appeared first on Business of Apps.

The mobile app media landscape felt the repercussions of the economic downturn in 2023, with nearly all major media sources witnessing declines. In the third quarter of 2023, app install ad spend budgets were slashed by 20% when compared to the same period in 2022. That’s according to the latest Performance Index by data analytics firm AppsFlyer.

Apple Search Ads and Meta lead in iOS gaming and non-gaming

The objective of the Index is to aid marketers in making informed choices when selecting partners for app advertising, with outcomes differing significantly depending on the platform in question.

“Only four of the top 20 media source players saw budget increases this year, costs of media continue to fluctuate and channels like CTV are leading ecosystem players to quickly adapt and think outside of the box to reach consumers,” aid Shani Rosenfelder, Director of Content and Market Insights at AppsFlyer. “For marketers, selecting the best media partners is particularly important on iOS because of its high quality audience. However, privacy-driven fragmentation in measurement has only created more uncertainty, increasing the need for accurate performance rankings for the platform.” 

AppsFlyer’s new SSOT iOS index reveals that Apple Search Ads (ASA) is the top iOS media source for both gaming and non-gaming apps. ASA dominates in most rankings across regions and categories.

Meta ads, though not as dominant as before iOS 14.5, holds the second spot, excelling in non-gaming apps.

iOS Power ranking

Source: AppsFlyer

In third place in the rankings is Google Ads, primarily due to its widespread adoption among non-gaming apps. It’s worth noting that iOS serves as a secondary focus for Google compared to its primary emphasis on the Android platform and web-based services.

AppLovin and Unity Ads shine in gaming, while in non-gaming, Meta ads, Google Ads, Snapchat, and Moloco stand out for their quality.

Google Ads dominate Android mobile ad rankings

Google Ads continues to dominate both Android gaming and non-gaming categories, widening its lead over second-place Unity. In fact, it secures the top spot in power and volume rankings across every category in Android gaming, except for hypercasual, where it comes in second.

Unity Ads maintains its second-place global power ranking but slips one spot in the volume ranking to fifth. Its success is primarily seen in Match genre games, where it ranks second, and in Puzzle, Shooting, and Tabletop game apps, where it secures a third-place global ranking.

Android Power ranking

Source: AppsFlyer

IronSource experiences significant growth in the global rankings, surging to third place in both power and volume rankings, a notable jump of three positions compared to the previous Index edition.

Meta ads climbs to the fourth spot in the global power ranking, up one position from 2022. This success is attributed to its top ranking in the casino category and second-place positions in midcore games (RPG, Shooting, Strategy genres), as well as in puzzle, and sports & racing games.

It’s important to highlight that the differences in power rankings between Unity, ironSource, and Meta are relatively minor.

Key takeaways

• The economic downturn in 2023 had a significant impact on mobile app media, with major media sources witnessing declines and a 20% reduction in app install ad spend budgets in Q3 2023 compared to the same period in 2022
• AppsFlyer’s Performance Index helps marketers choose partners for app advertising. Apple Search Ads leads in iOS, while Meta remains strong in non-gaming
• Google Ads dominates Android mobile advertising, leading in both gaming and non-gaming categories. Unity Ads, IronSource, and Meta also perform well, with minor differences in rankings

The post AppsFlyer’s latest Performance Index shows impact of economic downturn on mobile advertising appeared first on Business of Apps.

A recent study conducted by the Pew Research Center has revealed a significant shift in news consumption habits among TikTok users in 2023. According to the study, the percentage of users accessing news through the app has surged from 22% to 43%. What’s happening?

More users are checking news on TikTok

According to the study, which was based on a survey of 8,842 US adults conducted between September 25 and October 1, 2023, a growing number of social media users are checking the news on these platforms.

While traditional news websites and apps continue to be popular, with 67% of respondents indicating their usage, the remarkable increase in news consumption on TikTok highlights the platform’s ability to shape narratives and engage users with current affairs.

This could raise some red flags among critics particularly when it comes to the spreading of fake news and news manipulation. TikTok is primarily a short-form video platform, which may not always provide in-depth or reliable news coverage. Users may be exposed to sensationalized or misleading information. The rapid spread of news on TikTok could also make it susceptible to manipulation and the dissemination of fake news, which can have real-world consequences.

What’s more, its user base is predominantly younger, and they may have less experience discerning credible news sources from unreliable ones, making them more vulnerable to misinformation.

Social media used for news access

Source: Pew Research Center

In the realm of social media platforms serving as sources for news, Facebook maintains its top position as the most popular choice among Americans, with 30% of the population reporting regular access to news content on the platform. Not far behind is YouTube, with a close 26% following, while Instagram and TikTok trail with 16% and 14%, respectively. Despite Meta’s efforts to reduce the prevalence of news content across its platforms, Facebook continues to demonstrate robust news consumption, underscoring its enduring relevance in the media landscape.

Who’s consuming news on social media?

The study also sheds light on distinct demographic patterns in news consumption across various platforms. Women are more likely to be regular news consumers on platforms like Nextdoor, Facebook, Instagram, and TikTok. Conversely, men tend to dominate platforms such as Reddit, X, LinkedIn, and YouTube. Of particular interest, X, formerly known as Twitter, presents a balanced political split among its regular news consumers, with 46% identifying as Republican or Republican-leaning and 49% as Democrat or Democratic-leaning. This reflects the platform’s diverse user base and political engagement.

Platform preferences among app users

Pew Research Center

As social media platforms continue to play a pivotal role in shaping how audiences access and engage with news content, news organisations are adapting their strategies to capture the attention of TikTok’s substantial Gen Z audience. This highlights the dynamic nature of the digital news landscape and the evolving strategies needed to remain relevant.

In another notable shift, Gen Z’s approach to discovering groceries is increasingly turning to digital channels. Recent research indicates that a significant 28.0% of Gen Z consumers have adopted search engines as their primary resource for exploring grocery items, showcasing the evolving consumer behaviour in the grocery sector.

Key takeaways

• TikTok’s news consumption doubled from 22% to 43% in 2023
• 30% of Americans access news on Facebook, maintaining its top position
• Women prefer Nextdoor, Facebook, Instagram, and TikTok for news, while men dominate Reddit, X, LinkedIn, and YouTube

The post Number of users who access news through TikTok doubles to 43% appeared first on Business of Apps.

American startup SplitMetrics, specialising in app growth solutions, just acquired Austria’s App Radar, a prominent app marketing and analytics platform, in an all-cash deal.

A power move

This strategic move brings together two industry leaders, creating a comprehensive platform offering AI-powered services, including paid user acquisition (UA), app store optimisation (ASO), conversion rate optimisation, and data analytics.

Max Kamenkov, CEO and co-founder of SplitMetrics, said: “App Radar has a range of very powerful tools that are fully complementary to our own. By combining these services we can offer a market leading end-to-end solution that will drive incredible growth for our customers.” 

The influence of AI is rapidly ushering in the end of isolated app marketing strategies. Kamenkov anticipates a significant wave of industry transformation and consolidation which could be driven by the immense potential of AI automation and the development of comprehensive services that unify and harness marketing data in a single platform. In essence, there exists a tremendous opportunity in app marketing to establish an all-encompassing solution that addresses every requirement.

How the businesses will operate

Notably, SplitMetrics and App Radar will continue to operate as separate brands, catering to a vast clientele of over 1,000 customers across Europe, the UK, North America, and the APAC region.

With a global team of 160, SplitMetrics currently manages an annual ad spend exceeding $250 million. Its client portfolio boasts well-known names like Babbel, Skyscanner, Glovo, and Rakuten Viber. On the other hand, App Radar specialises in app store optimisation and automation, serving 30,000 app developers and marketers, including DEGIRO, ProCamera, Chatterbug, and Cronometer. Impressively, it monitors more than 30 million keywords on app stores daily.

The amalgamation of these services positions both companies to offer a comprehensive suite of tools to empower app developers in major app stores.

Silvio Peruci, Managing Director of App Radar, said: “Over the past year, AI has opened the door to the creation of a range of new AI driven marketing techniques that use deep analysis of data to enable much richer and impactful campaigns. The best way to make the most of this is to offer a product to customers that pulls together all their app marketing data and channels and this is exactly what the tie up between App Radar and SplitMetrics achieves.”

SplitMetrics’ acquisition is part of a broader strategy aimed at capitalising on the growth of AI-enabled marketing. The goal is to transform into an AI company providing integrated services that bridge the gap between UA, ASO, and conversion optimisation. By eliminating silos, businesses can leverage their data and employ AI automation to significantly enhance the efficiency, effectiveness, and insights of their app marketing campaigns.

Key takeaways

• SplitMetrics merges with App Radar to reshape the landscape of app marketing
• By combining their efforts, these companies are poised to deliver AI-driven solutions for app growth
• Notably, both brands will continue to operate independently, catering to a diverse global clientele

The post SplitMetrics acquires App Radar to boost AI-driven app growth solutions appeared first on Business of Apps.

Amazon appears to be bolstering its in-app shopping partnership. In two separate news pieces emerging over the past week, the eCommerce giant has struck a deal with both Meta and Snap to feature in-app shopping capabilities. We’ll take a closer look.

Meta and Amazon

Although Meta dropped its live shopping efforts on Facebook and Instagram, the company still sees potential for shopping on its apps. Now, it’s collaborating with Amazon, enabling users to link their Facebook and Instagram accounts to Amazon for in-app shopping.

Customers can shop Amazon ads on these platforms, check out using their Amazon payment info, and ship to their Amazon address without leaving the social apps. Amazon’s spokesperson, Callie Jernigan, confirmed this, adding that users in the US will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads on Facebook and Instagram.

This in-app shopping feature applies to select products advertised on Facebook or Instagram, sold by Amazon or independent sellers on Amazon’s platform.

Linking Instagram and Amazon accounts

Source: LinkedIn

Users link their Meta account to Amazon once, and then they can seamlessly check out with Amazon, using their default shipping address and payment info.

Meta is shifting its Shop sellers to its own checkout experience, with processing fees remaining unchanged. Amazon, on the other hand, benefits from this collaboration as it seeks a foothold in social apps and e-commerce platforms.

The partnership was initially revealed by Maurice Rahmey, a Meta and Google Ads partner and co-CEO of Disruptive Digital. Rahmey emphasized the benefits of better targeting, optimisation, and conversion rates for Meta by leveraging Amazon’s data. This partnership also avoids challenges posed by Apple’s App Tracking Transparency policy.

Snap wants in on the Amazon craze

This week, Amazon revealed a similar partnership with Snap, which lets users purchase its products directly from ads on the social app.

As with Meta, Amazon’s ads on Snapchat will feature real-time pricing, delivery estimates, product details, and Prime eligibility.

The process to sign up is much the same as with Meta.

The partnership allows Amazon to tap into Snapchat’s user base, particularly younger millennials and Gen Z users. By exposing its products to this audience, Amazon can potentially reach customers it might not have reached otherwise and showcase products they may not have considered during their usual Amazon purchases.

This move comes as Amazon has been attempting to establish its own social apps similar to Instagram and TikTok. While it has a TikTok-like shopping feed, it has faced challenges in making its social apps as engaging for shopping as other platforms.

The partnership with Snap is not only advantageous for Amazon but also beneficial for Snap’s advertising business, which has faced difficulties in recent years.

Following the announcement, Snap’s shares saw a jump of over 9%.

This collaboration strengthens both Amazon’s and Snap’s positions in the competitive social commerce landscape and offers new opportunities for both companies.

Key takeaways

• Amazon is intensifying its social commerce efforts through partnerships with Meta and Snap, enabling in-app shopping experiences on popular social platforms
• These collaborations allow Amazon to tap into younger user bases, potentially expanding its reach and showcasing products to new audiences
• These strategic partnerships signify Amazon’s commitment to compete in the social commerce space, while also benefiting Snap by bolstering its advertising business

The post Amazon partners with Meta and Snap in push to expand in-app shopping appeared first on Business of Apps.

As the year progresses, we want to express our gratitude for your unwavering support throughout 2023. Your dedication has been instrumental in making the global app community thrive in the face of challenges.

We are thrilled to unveil our exciting plans for 2024. App Promotion Summit is back, and it promises to be bigger and better than ever before. With a wider range of opportunities for involvement, we invite you to mark your calendars for the following dates. Tickets and partnerships are now available for all of them.

App Promotion Summit London

• Date: 25th April 2024
• Venue: The Brewery in the City of London (now with a capacity of 700+)

App Promotion Summit NYC

• Date: 27th June 2024
• Venue: 360 Madison Avenue in Midtown Manhattan (capacity for 300+)

App Promotion Summit SF

• Date: 26th September 2024
• Venue: The W Hotel in SoMa (now with a capacity of 250+)

App Promotion Summit Berlin and the App Growth Awards

• Date: 5th December 2024
• Venue: Hotel Adlon Kempinski in Mitte (capacity for 500+)

We’re not just expanding our venues, we’re also enhancing our offerings to create a more enriching experience for our attendees. This is where you come in.

Exhibition and sponsorship opportunities

Be part of our journey by becoming a sponsor for our events. Generate new business, qualified leads and authentic connections and relationships with app marketing and product decision-makers from the world’s top apps.  Contact us for details on our sponsorship packages.

Speaker opportunities

Share your insights, expertise and experiences with the app community. We’re on the lookout for dynamic speakers who can inspire and educate our audience. If you have a compelling story to tell, we want to hear from you. Reach out to us to discuss speaking opportunities.

Register now to secure your spot at these fantastic events. Stay tuned for more updates and exciting announcements. We can’t wait to embark on this remarkable journey with you in 2024.

The post 2024 App Promotion Summit Events Lineup appeared first on Business of Apps.

AppsFlyer, the mobile measurement, attribution, and data analytics solutions, just announced its acquisition of devtodev, a comprehensive data analytics solution designed for game and app developers. This strategic move is likely to boost AppsFlyer’s core offerings and bolster the development of the AppsFlyer Privacy Cloud Marketplace.

Empowering user experiences

Founded in 2014, devtodev specialises in assisting developers in analysing their games and apps, providing data-driven insights to optimise user retention, maximise conversions, and create personalised user experiences. The integration of AppsFlyer and devtodev technologies consolidates the entire customer data set into a robust measurement and data analytics platform.

The move brings with it a range of powerful tools, insights, and experiences aimed at enhancing the user lifecycle and driving business growth.

It also strengthens AppsFlyer’s capabilities to cater to the evolving requirements of modern gaming and digital businesses while serving as a natural extension of the AppsFlyer for games suite of products and resources tailored to gaming companies.

“Devtodev’s technology, team, and expertise are a perfect match for AppsFlyer, creating a synergy that fuels not just business growth, but a visionary approach to the future,” said Oren Kaniel, CEO and Co-founder of AppsFlyer. “This collaboration fosters a spirit of unity among marketing, product, and monetisation teams, empowering them with a fully integrated data ecosystem.”

Digital transformation in fast spin

Digital transformation is in fast spin and has brought with it an increased complexity to the role of marketers, underscoring the significance of product-led growth in the gaming and app sectors.

Marketers are now placing greater emphasis on retention and customer lifetime value (LTV), leading to a surge in demand for advanced data analytics. Simultaneously, the focus on privacy measures and recent signal loss issues has exacerbated data silos and inconsistencies, complicating the marketing decision-making process.

The acquisition addresses these challenges, providing gaming and app developers with access to unified data analytics and actionable insights, unlocking efficient growth opportunities.

“Our vision at devtodev has always been to empower gaming and app developers to make the best data-driven decisions,” said Dmitry Kravtsov, Founder and CEO of devtodev. “By joining forces with AppsFlyer, we will provide developers the ability to leverage integrated data, AI, and insights to create powerful, captivating experiences that drive efficient business growth.”

Devtodev will be integrated into AppsFlyer’s Privacy Cloud Marketplace. AppsFlyer’s Data Clean Room will serve as an open and interoperable platform.

The inclusion of devtodev underscores AppsFlyer’s commitment to a future where businesses can seamlessly integrate third-party services and AI models from various providers while safeguarding data privacy and operational efficiency.

Key takeaways

• AppsFlyer’s acquisition of devtodev strengthens mobile analytics, offering comprehensive data-driven insights for user retention and growth
• Amid rapid digital transformation, marketers prioritize retention, data analytics, and privacy, making devtodev’s integration crucial for efficient growth
• Devtodev’s inclusion underscores AppsFlyer’s commitment to a future of seamless, privacy-conscious third-party integration for mobile businesses

The post AppsFlyer acquires devtodev to boost data analytics of mobile apps and games appeared first on Business of Apps.

TikTok‘s $1 billion creator fund will close on December 16, 2023, according to the company’s announcement. What’s happening and where should existing creators move?

Creativity Program

As of mid-December, the Creator Fund won’t be available in the United States, United Kingdom, France, and Germany. Creators who are currently part of the Creator Fund will have the choice to switch to the Creativity Program.

The creator fund began in 2020 with the promise to give $1 billion to people who create popular content on the platform over three years. However, many creators have been unhappy with the small payments they received, even for videos that got millions of views.

In February of this year, TikTok rolled out an updated way for popular creators to earn money, known as the Creativity Program. Unlike the original fund, this program requires creators to make longer videos, a change from the platform’s initial focus on short clips. Additionally, in this new program, creators’ earnings are determined by the number of views and engagement metrics on their videos, rather than a fixed pool of money set aside for payments.

Higher earning potential

Since the introduction of the Creativity Program, TikTok has been inviting eligible creators to switch over. To qualify for this program, creators need to be at least 18 years old, have a minimum of 10,000 followers, and at least 100,000 views on their videos in the past 30 days.

TikTok claims that eligible creators who post high-quality, original videos longer than one minute can potentially earn up to 20 times more than what the Creator Fund used to offer.

The Creativity Program is an important part of TikTok’s efforts to help creators make money, along with features like LIVE subscriptions and TikTok Pulse. The platform also offers ways for creators to earn money through tips, gifts, and a Series feature that lets eligible creators share content that people can access by paying.

A recent report suggests that TikTok users are shifting from buying physical products to making in-app contributions to content creators, possibly indicating a larger trend towards in-app sales. In the third quarter (Q3), TikTok users sent over $250 million in digital gifts to live-streamers within the app, which has the potential to boost TikTok’s revenue from in-app sales.

Key takeaways

• TikTok’s Creator Fund ends December 16, 2023; creators have the option to join the more lucrative Creativity Program
• Creativity Program rewards longer videos and engagement, potentially offering creators up to 20 times more earnings
• TikTok users’ shift towards in-app contributions hints at a trend in favour of in-app sales, boosting TikTok’s revenue

The post TikTok’s creator fund closure: What’s next for creators? appeared first on Business of Apps.

With the holiday season fast approaching, over half of all marketers intend to allocate the majority of their holiday budgets to the upcoming month. Their primary focus will be on digital channels and direct purchases as they gear up for this lucrative season. That’s according to a comprehensive study conducted by Comscore’s Proximic, in collaboration with the ad-tech platform Nexxen.

Marketers favour mobile ads

By September, nearly 75% of holiday budgets are already locked in, and this figure rises to 97% by October, as per the industry survey focused on marketers overseeing programmatic holiday ad budgets.

In November, however, 53% of respondents anticipate depleting the majority of their holiday budget. Approximately one-third (34%) of marketers intend to allocate their highest spending to December.

Marketers plan to spend big in November

Source: Proximic

Interestingly, concerns about a potential recession or inflation seem to be diminishing among the surveyed marketers, with a resounding 86% indicating their plans to maintain or increase their holiday ad spending compared to the previous year.

In terms of advertising channels, marketers are notably favouring mobile ads this holiday season.

Approximately 79% of marketers plan to run website or browser ads on both desktop and mobile devices, excluding social media platforms. A slightly smaller portion aims to utilise CTV or OTT ads (74%), while linear channels will be leveraged by 51% of marketers. About one-quarter (27%) expressed their intention to run audio ads.

It’s all about brand awareness this holiday season

Despite Comscore’s survey targeting marketers overseeing programmatic budgets, it’s worth noting that they are allocating a slightly higher portion of their holiday spending to direct buys. The report forecasts that just over 51% of holiday budgets will be channelled into direct purchases, while approximately 49% will be dedicated to programmatic spending.

In terms of the allocation of holiday ad budgets, the largest chunk is earmarked for brand awareness campaigns, constituting around 37% of the total. This is closely followed by investments in customer acquisition, accounting for 33%, and customer retention efforts, making up roughly 31%.

Marketing tactics this holiday season

Source: Proximic

In a fascinating data-related twist, it appears that while Santa has a penchant for cookies, marketers are exploring alternatives this holiday season, as indicated by Comscore and Nexxen’s findings.

A significant majority (69%) of marketers intend to harness first-party data to target their holiday campaigns, with a closely trailing 68% planning to utilise contextual data. Additionally, more than half (58%) have plans to employ third-party data for their targeting strategies. In contrast, only a modest 18% expressed intentions to use alternative identifiers such as The Trade Desk’s Unified ID 2.0.

Change in focus on content vertical

Source: Proximic

Key takeaways

• Marketers allocate over half of holiday budgets to digital channels, focusing on direct purchases for a lucrative season
• Holiday budgets peak in November, with 53% spent, while recession fears decline, as 86% plan to maintain or increase ad spending
• Mobile ads lead, with 79% planning website and browser ads; brand awareness tops spending priorities at 37% of budgets

The post Marketers prioritise mobile channels for ads this holiday season appeared first on Business of Apps.

ByteDance, the parent company of TikTok, has been working to propel its Pinterest-Instagram rival, Lemon8, but their ambitions have not materialised as planned. Recent data from Appfigures, an app store market intelligence provider, reveals that since its US launch earlier this year, the Lemon8 app has accrued a mere 2.6 million total downloads.

Influencer push

This lacklustre reception is particularly perplexing given the substantial influencer marketing campaign that accompanied its introduction. Several TikTok creators enthusiastically endorsed the app to their followers, a move that coincided with speculation about a potential TikTok ban in the US. Nevertheless, Lemon8‘s ascent in the American social media landscape remains an elusive goal.

The strategic timing behind ByteDance’s promotion of Lemon8 appears far from coincidental. With potential uncertainties surrounding TikTok’s US audience, ByteDance seemed to view Lemon8 as a viable contingency plan, capitalising on TikTok’s massive user base to fuel its growth.

In the first quarter of the year, influencers on TikTok enthusiastically embraced the app, painting a rosy picture of the lifestyle community it offered, using descriptors like “cute” and “aesthetically pleasing.” Comparisons to a fusion of Pinterest and Instagram were also not uncommon.

Lemon8 had been available in Japan since 2020, finding success in various Eastern markets such as Thailand and Indonesia. However, it wasn’t until April 2020 that the app experienced a substantial uptick in installs, going from less than a thousand per month to an impressive 13,000.

Subsequently, the app achieved its first-ever record high in monthly downloads, peaking at an impressive 292,000 in July 2021, as per Appfigures’ data. The app’s expansion continued into 2022, reaching another peak with a staggering 1.5 million downloads in July 2022, ultimately amassing a total of 10.6 million downloads for the entire year.

Source: Appfigures

ByteDance’s marketing push

Since launching in February, ByteDance paid creators to generate Lemon8 content, fostering its US presence. The following month, TikTok creators began promoting Lemon8 in positive videos. Within 24 hours in late March, over 350 Lemon8 videos appeared on TikTok. Strikingly, none of these videos were labelled as sponsored, implying organic growth through word-of-mouth.

Despite this effort, TikTok wasn’t banned in the US, except for specific cases, including Montana from January 2024 (subject to legal challenge). Even if TikTok were to face a ban or sale, Lemon8 wouldn’t necessarily replace it. Most Lemon8 installs came in spikes, possibly due to TikTok’s influence.

iOS dominated US downloads at 2.5 million, securing Lemon8 the second spot in the Lifestyle category on the US App Store. However, its overall ranking fluctuated, reaching No. 90 Overall during data collection and now at No. 70 on the Top Apps Chart in the US. Yet, these rankings fall short for an app positioned as a TikTok alternative.

In September 2023, Lemon8 had its peak month with 525,000 US installs, but downloads don’t guarantee active users. In contrast, TikTok boasted 150 million monthly active U.S. users as of March 2023.

There’s still potential for ByteDance to leverage TikTok to boost Lemon8. Watchful.ai uncovered TikTok’s feature development allowing users to sync Lemon8 posts and use TikTok’s editor, although TikTok hasn’t commented on it.

At the time, Lemon8 had about 25 million worldwide downloads. Its biggest markets are Japan (7.6 million), Thailand (6.5 million), and the US (2.6 million). However, Lemon8 faces challenges in becoming a TikTok replacement, especially in the US.

Key takeaways

• Lemon8’s influencer-backed US launch with TikTok creators didn’t yield expected success despite a potential TikTok ban scenario
• ByteDance strategically timed Lemon8’s promotion, using TikTok’s user base as a growth catalyst
• While successful abroad, Lemon8 faces challenges in the US market, with TikTok’s shadow looming large

The post Lemon8 struggles to kickstart in US despite influencer marketing push appeared first on Business of Apps.

Several tech industry organisations, including NetChoice and Chamber of Progress, have expressed their concerns to the Supreme Court regarding the potential consequences for free iOS apps if mobile app developers are compelled to incorporate in-app links to alternative payment platforms.

The case

These organisations are calling on the court to review an injunction that would limit Apple from enforcing its longstanding anti-steering policies. These policies effectively prevent app developers from including in-app links to payment alternatives other than those provided by Apple.

The primary concern is that if Apple cannot enforce these anti-steering rules for in-app purchases, app developers might seek out alternative payment processors that charge lower fees. In doing so, they could effectively bypass Apple’s transaction systems. This could have a ripple effect on the way apps are offered to users.

Should this scenario come to pass, Apple might find itself in a position where it needs to start charging developers for the initial downloads of their apps, which were previously free. This could substantially increase deployment costs for developers, and they may have to make the difficult choice of either discouraging downloads or instituting charges for app downloads.

Ongoing disputes

The enduring dispute between tech giants Apple and Epic Games, which began in 2020, has its roots in Apple’s stringent policies surrounding in-app purchases. Central to the conflict was Apple’s insistence that developers exclusively utilise its payment platform, coupled with a substantial commission of up to 30% on such transactions.

In 2021, Apple made a notable concession by permitting developers to inform app users about external payment options via email or phone, but the company maintained its prohibition on in-app notifications. Responding to this, Epic Games facilitated direct purchases through its platform, contravening Apple’s policy. Apple’s response was swift – it removed the popular game Fortnite from its App Store, setting the stage for a protracted legal battle.

In 2021, U.S. District Court Judge Yvonne Gonzalez Rogers ruled in favor of Apple on certain antitrust claims but found that Apple’s anti-steering policy violated California’s unfair competition law. This judgment resulted in an injunction mandating Apple to allow developers to integrate in-app links to payment alternatives outside of Apple’s platform. Both Apple and Epic Games have subsequently appealed this decision, with the 9th Circuit temporarily suspending the injunction’s enforcement while awaiting review by the Supreme Court. Further arguments from both sides are expected in the near future, underscoring the complexity of this ongoing legal saga.

Key takeaways

• Tech groups seek Supreme Court review of Apple’s anti-steering policies, fearing consequences for free iOS apps and developer costs
• Apple vs. Epic Games: ongoing legal clash rooted in in-app purchase rules and commissions
• App Store payment policies impact app downloads and fees, sparking industry concerns and legal battles

The post Tech groups challenge Apple’s in-app payment policies in Supreme Court review appeared first on Business of Apps.

In a concerted effort to bolster cybersecurity measures, the UK government is joining forces with app developers, taking significant strides towards ensuring the UK’s resilience in the digital age.

The National Cyber Strategy in a nutshell

As a pivotal component of the government’s National Cyber Strategy, the Department for Science, Innovation, and Technology (DSIT) is spearheading an approach aimed at elevating the standards of cybersecurity in digital services and consumer technologies.

To achieve this goal, DSIT has engaged the services of Pye Tait Consulting, an esteemed independent research agency, to spearhead research initiatives. The primary objective of this research is to gain comprehensive insights into the current security and privacy practices adopted by app developers. Of particular interest is understanding the impact and awareness surrounding recent voluntary government initiatives within this industry.

For those eager to contribute their perspectives and insights to this crucial endeavour, two avenues are available. Interested parties can either participate in the online survey or request a callback from a dedicated member of the Pye Tait team. This collaborative effort marks a significant stride forward in fortifying the nation’s cybersecurity infrastructure and ensuring that digital services and technologies meet rigorous cybersecurity standards.

Key takeaways

• DSIT leads the government’s National Cyber Strategy, elevating cybersecurity in digital services and tech
• Pye Tait conducts research on app developers’ security practices and government initiatives
• Public engagement through surveys or callbacks supports strengthening cybersecurity

The post UK government wants to collaborate with app developers to enhance cybersecurity awareness appeared first on Business of Apps.

App Promotion Summit is back in Berlin in 4 weeks’ time and we’re building up some serious MOMENTUM.

We would love for you to join us at Hotel Adlon on Thursday 30th November. But why should you register and what exactly do we mean by MOMENTUM? Details below.

Ticket sales are up 22% on last year with app growth, retention, revenue and product leaders from Europe’s top app and game publishers like OneFootball, StudySmarter, ImmoScout24, Funstage, kaufDA, TomTom, Prematch, Flink, Surfshark, Zenjob, Hily, KptnCook and Wooga booked on for the in-person conference

The exhibition areas are already packed with the best app marketing, engagement and product management platforms, networks and tools but we still have a few spaces left so get in touch now if you’d like to reserve one

The speaker faculty features heavyweights from Wolt, Sweatcoin, Delivery Hero, Fabulous, Game Hive, Blinkist, Taxfix, InnoGames, Deezer, Tandem, Gismart, FREENOW and Vinted

The agenda is bursting at the seams with 5 rooms of cutting edge app marketing content including the main stage plus 4 breakout rooms with sessions covering ASO/ASA, UA and product & engagement

We’ve added new rooms and more space for learning and networking: Roundtable Zone hosting interactive discussions on key topics; Chill Out Zone for that must-send email or important call; larger workshop rooms; expanded Afterparty

Want to attend? Grab your ticket here: apppromotionsummit.com/berlin

The post APS Berlin has MOMENTUM appeared first on Business of Apps.

Apple is under increased scrutiny in the Netherlands as the Dutch consumer watchdog, the Authority for Consumers and Markets (ACM), challenges the fees it imposes on dating app providers. The outcome may carry wider ramifications for other global markets.

The dating app issue

In February 2022, Apple reduced commissions it charged dating app developers in the Netherlands, lowering them from 30% to 27%. However, the ACM did not publicly confirm whether it considered this reduction as a satisfactory response.

More recently, the ACM released a summary of its counterarguments against Apple’s objections, shedding light on an undisclosed issue. According to them, this undisclosed dispute revolves around Apple imposing a higher fee on dating app providers for the same services it provides to other categories of app developers.

Continued challenges

Apple has been investigated by the ACM for some time now. Previous allegations focused on anticompetitive behaviour within its app store.

In 2021, Apple was fined €50 million for its non-compliance with the regulatory reforms mandated for Apple’s app store. The ACM contended that Apple’s actions contravened European Union antitrust regulations.

In a retaliatory move, Apple lodged an appeal against the fines, and the case is currently awaiting resolution in a Rotterdam Court.

Following the case, Apple changed its app store policies, permitting alternative payment mechanisms for dating apps specifically within the Netherlands.

The current case remains in court and no specific date for a verdict has been set. Apple has refrained from making any public statements regarding this ongoing legal matter.

Key takeaways

• Dutch watchdog challenges Apple’s dating app fees, potentially impacting global markets
• Apple faces ongoing scrutiny, fined €50 million for antitrust violations
• Legal battle continues as ACM alleges higher fees for dating apps than other developers

The post Dutch watchdog challenges Apple’s dating app fees appeared first on Business of Apps.

Mobile payment apps have become vital for seamless financial transactions, revolutionising money management. By 2025, experts predict over 4.8 billion digital wallets and transaction values exceeding $16 trillion by 2028. However, security is a growing concern amid rising cyber threats, making data and transaction protection a priority for service providers. Promon, the Norwegian app security firm, analysed 73 of the world’s most-used payment apps to assess their security level and understand how they tackle a common malware-style screen reader attack. Let’s dive in.

Most payment apps aren’t secure

To verify the security of top payment apps, Promon used a screen reader similar to those used against major financial services apps. Its objective was to see if it could retrieve sensitive information from 73 of the world’s most-used payment apps, thereby evaluating their security measures and their ability to thwart common malware-style exfiltration attacks.

Using this methodology, the group found that 77% of the payment apps tested did not have sufficient screen reader protection in place.

The experiment also found that in six apps (8.2%), the screen reader logged the username during the simulated data exfiltration attack. However, the password remained secure in these instances, highlighting a partial vulnerability.

Majority of financial apps are not safe

Source: Promon

Just three apps (4.1%) demonstrated robust defense mechanisms against the screen reader’s attempts to access and log user data. These apps effectively thwarted any efforts to log both the username and password. Interestingly, eight of the apps (10.9%) lacked a conventional login page altogether. This unique attribute made them impervious to data exfiltration attempts via the screen reader. While this could be viewed as a security advantage, it also raises considerations regarding user convenience and functionality.

What developers can do to bolster security

“This is beyond concerning to say the least,” says Benjamin Adolphi, Head of Security Research at Promon. “This is an extremely basic tool that is used regularly alongside common social engineering attacks. Malware that can successfully gain access to a device’s screen and its contents in this way can steal sensitive information, such as passwords and credit card numbers, but also intercept 2FA codes and give the hackers access to other accounts. In more serious cases, bad actors could even take control of the device and bypass other integral security measures. You would like to think that the developers of these apps would be taking the security of their products seriously, but apparently protecting users’ highly sensitive information is but a mere afterthought for the vast majority.”

Developers can enhance security against malicious screen readers using App Shielding technology. They can also take immediate steps such as detecting active screen readers within their apps. However, these approaches have drawbacks. Warning messages can be bypassed by malware with accessibility features, ignoring screen readers may expose users to risks, and shutting down the app can hinder accessibility and potentially lead to legal issues.

To address these challenges, developers can identify well-known accessibility applications and allow them to operate without shutting down the app. For lesser-known ones, ongoing maintenance is required to recognise legitimate accessibility tools.

Android 14 promises new security features to prevent accessibility service abuse, allowing developers to restrict interactions with specific Views to declared accessibility tools like TalkBack. While this is a positive development, it may take time to roll out. It’s crucial to combine OS features with robust app-level defences for comprehensive user protection.

Key takeaways

• Mobile payment apps are essential for financial transactions, with predictions of 4.8 billion digital wallets and $16 trillion in transactions by 2028
• Security is a growing concern due to increasing cyber threats. Promon’s analysis of 73 top payment apps revealed that 77% lacked adequate protection against screen readers
• Developers can enhance security through App Shielding and screen reader detection. Balancing security measures is crucial to protect sensitive user data in the face of evolving threats

The post 77% of payment apps are not safe from malware data exfiltration attack appeared first on Business of Apps.

In response to the evolving European regulatory landscape, Facebook and Instagram are set to launch a new subscription service tailored to users in the European Union (EU), European Economic Area (EEA), and Switzerland. This move comes as part of criticism over Meta’s commitment to ensure compliance with regional data protection and privacy rules.

Personalisation targets ads

Starting in November, users residing in these regions will be given a choice: continue using the app with personalised ads for free or opt for a subscription-based service that eliminates ads and safeguards their personal information from being used for advertising purposes while subscribed.

The subscription pricing will vary depending on the platform and region. Users on the web can subscribe for €9.99 per month, while those using iOS and Android devices will be charged €12.99 per month. Meta said that the pricing structure was designed to account for the fees imposed by Apple and Google through their respective purchasing policies for in-app subscriptions.

Starting from March 1, 2024, an additional charge of €6 per month for web users and €8 per month for iOS and Android users will be applied for each additional account listed in a user’s Accounts Center.

Meta said in a blog post that for those choosing to continue to use their products for free, the experience will stay the same. Users can still adjust their advertising preferences from the Ad Preferences dashboard.

A shift in the industry

The move towards subscription-based services underscores a broader shift in the industry. Privacy regulations, particularly in the European Union, have become increasingly stringent, requiring companies to bolster data protection measures and provide users with greater control over their personal information.

This has presented a significant challenge for platforms that rely heavily on targeted advertising, as they must now strike a delicate balance between monetisation and safeguarding user privacy.

Moreover, the dynamics of digital marketing budgets are evolving. Advertisers are becoming more discerning in their spending, demanding greater transparency and accountability in return for their investments.

A Luxembourg court ruling mandated that Meta, as the owner of Facebook, cannot justify the use of personal data for targeted advertising unless explicit consent is obtained from users. This legal decision has prompted Meta to explore the implementation of a subscription-based model, marking a pivotal shift in the industry.

For example, Chinese video app TikTok has begun testing an ad-free subscription service, while Snapchat and X (formerly Twitter) offer optional subscriptions that grant paying users exclusive features.

Meta is now actively engaging with European regulators to ensure its approach aligns with evolving regulatory requirements. As the tech industry adapts to changing dynamics and regulatory pressures, the debate over the intersection of data privacy and business models continues to evolve.

Key takeaways

• Meta adapts to stringent EU data laws, introducing subscriptions for ad-free experiences while respecting user privacy
• Growing privacy regulations redefine digital advertising, encouraging platforms like TikTok, Snapchat, and X to explore subscription models
• Actively collaborating with European regulators, Meta navigates the evolving data privacy landscape while preserving its business model

The post Meta introduces ad-free subscriptions for social apps in response to European data rules appeared first on Business of Apps.

We are excited to unveil the 2023 shortlisted finalists for the App Growth Awards, marking its seventh year of recognizing excellence in the global app industry.

Our expert panel of 12 independent judges whittled down over 250 submissions. The vast array of entries from a multitude of companies highlights the size and calibre of an increasingly sophisticated app growth ecosystem.

All of the shortlisted finalists will be celebrated and the winners announced at our ceremony on November 30th at Hotel Adlon in Berlin.

The shortlisted finalists, organised by category, are as follows:

App Advertising Platform
– SplitMetrics
– Bidease
– InMobi
– Moloco
– Gamelight

App Analytics Platform
– Apptica
– Swaarm
– Appfigures

App Data Platform
– Data.ai Intelligence
– AppTweak
– Apptica
– APPlyzer
– Adapty

App Engagement Platform
– MoEngage
– EMMA
– OneSignal
– CleverTap
– Upshot.ai
– Airship

App Messaging Platform
– CleverTap
– Airship
– Upshot.ai

App Revenue Platform
– Adapty
– RevenueCat
– Glassfy
– Digital Turbine
– Purchasely
– AdInMo

MMP of the Year
– AppsFlyer
– Kochava
– Adjust

ASO Company
– AppTweak
– Redbox
– REPLUG
– AppAgent
– ConsultMyApp
– Aix

User Acquisition Company
– Wuzzon
– Phiture
– AVOW
– AppAgent
– REPLUG

App Marketing Agency of the Year
– Yodel Mobile
– AVOW
– ARKANA
– Kurve
– Rocket10

App Growth Innovation
– Sweatcoin Growth Engine
– ShareTheMeal Video In-App Impact Loop
– SplashLearn Product Funnel
– Persona.ly’s ML Journey
– Gamelight AI Platform

App Marketer of the Year
– Saif Rasheed
– Marcus Burke
– Rosie Hoggmascall
– Megan Dean
– Natalie Rozenblat
– Nathan Hudson

Fastest Growing App
– Fairo
– The ChatOn App
– Duolingo
– Reframe
– VPN – Super Unlimited Proxy

Growth Team of the Year
– Redbox Mobile
– ZigZag Puppy Coach
– Splashlearn
– Sweatcoin
– Apps With Love

App Marketing Campaign of the Year
– Gamelight and GOAT Games
– Burger King and CleverTap
– Caliber’s Viral App Install Campaign on Reddit
– TATAM x Babbel: Unlocking the Power of Data
– In-app Events Engagement at Taimi LGBTQ+ Dating App
– REPLUG & Jelly Juice

Outstanding Contribution to the App Industry
– The winner will be announced on the night

Congratulations to them all, and commiserations to the entries that didn’t make it through.

The App Growth Awards 2023 winners will be announced at App Promotion Summit Berlin on Thursday 30th November 2023.

The post App Growth Awards 2023 – Finalists Announced appeared first on Business of Apps.

After mobile advertising network, Unity, announced a rather controversial Runtime Fee, the number of US advertisers on the ad network dropped by 15% in a single week. That’s according to data from Sensor Tower seen by PocketGamer. Let’s take a look.

The Runtime Fee

Early in September, Unity launched a revised scheme that would have required developers to pay up to $0.20 for each installation of games created with the Unity Engine.

The announcement immediately drew widespread criticism from the industry. In a matter of days, a collective letter was signed by over 1,000 developers, including prominent names like Voodoo, CrazyLabs, Homa, and Playgendary. The developers also acted by disabling monetisation through ironSource and Unity Ads within their apps, pending a review of the new terms and the search for a fair resolution.

Source: PocketGamer

Unity reacted promptly and changed the terms again, but didn’t entirely get rid of the new fee. Meanwhile, its CEO John Riccitiello left the company and was replaced by James Whitehurst.

Advertisers are dropping like flies

Sensor Tower data shows that the initial backlash sparked a significant decrease in the number of US advertisers on Unity’s ads network. During the week of September 11, there was a 15% decline, followed by an additional 8% drop the following week.

During the same period the previous year, the number of US advertisers on Unity’s ad network had increased by 13% week-on-week. Therefore, it’s likely that the announcement of the Runtime Fee played a role in the network exodus.

In the week starting September 18, the number of US advertisers continued to decrease, this time by 8%, which was a reduction from the 15% drop the previous week.

As a result of Unity’s apology and revision of terms, it saw a 5% increase in US advertisers compared to the previous week.

By October there was a 15% rise in advertisers again, which coincided with John Riccitiello’s departure from the company on the same day. It’s important to consider that Halloween likely played a role in advertiser growth during this period.

Interestingly, despite the week-to-week fluctuations, Unity managed to end the month with a 9% month-on-month increase in the total number of US advertisers for September when compared to August.

Key takeaways

• Unity’s contentious Runtime Fee resulted in a swift 15% decrease in the number of US advertisers within a single week, following its announcement
• Following a collective industry outcry, Unity swiftly revised its terms and apologized. This action yielded a 5% week-on-week increase in US advertisers
• Despite initial turbulence, Unity demonstrated resilience by concluding September with a notable 9% month-on-month increase in total US advertisers compared to August, showing its capacity to rebound

The post Unity’s Runtime Fee sparks a 15% drop in US mobile app advertisers appeared first on Business of Apps.

Among mobile gaming genres, Role Playing Games (RPGs) and Strategy games have some of the most loyal players. Mistplay analysed 500+ mobile games and millions of players to rank mobile gaming genres based on metrics such as retention, repeat purchase rate, and average user sessions.  Let’s take a closer look.

Genres under the lens

According to Mistplay‘s Loyalty Index, RPGs secured the highest ranking with a remarkable score of  75 out of 100, closely trailed by Strategy games at 70, while Simulation games and Lifestyle games scored 67 and 61, respectively.

Lifestyle games stand out as the genre with the highest average sessions per user, driven by their engaging and repeatable gameplay tasks. Notably, they also excel in monetisation, ranking first in the percentage of spenders by Day 30 and third for repeat purchases. These games are strategically designed to entice players to return multiple times throughout the day, motivating them to make incremental purchases as they pursue their in-game aspirations.

Game genres ranked by player loyalty

Source: Mistplay

Puzzle games, on the other hand, reign supreme in terms of pure player retention. They claim the top spot for Day 30 retention, and with a substantial gap between overall and top quartile performance, this genre offers significant growth potential, especially considering its appeal to a broad casual gaming audience.

“Player loyalty is perhaps the single most important element for mobile publishers to focus on as the industry continues to evolve,” said Jason Heller, CEO of Mistplay. “It’s the lifeblood of strong LTV and long term enterprise value for gaming publishers. Loyalty can be a challenge to measure by just a single metric, and its complexities must be carefully considered within the context of each game. We designed the Mobile Gaming Loyalty Index and our Player Survey to help publishers and developers take a deep dive into what loyalty really means. We also want to help the industry understand that cultivating player loyalty isn’t just an empty buzzword to throw around, but a required set of mindsets, behaviours, and capabilities to operationalise.” 

Engagement by genre

Source: Mistplay

Ads boost installs

The journey of player loyalty begins with the very first ad impression. Approximately half of players decide to install a game within a few days of encountering an ad, showing just how important leaving a lasting impact can be. Authenticity in advertising is a key factor, with 71.7% of mobile gamers emphasising the importance of seeing actual gameplay footage in ads. However, not all players respond to ads, as 36.7% typically ignore them entirely.

Game discovery

Source: Mistplay

High-value spenders exhibit distinct gameplay and spending motivations. Players who invest over $100 in mobile games are 28% more likely than their counterparts to engage with at least eight games per week. Moreover, they are 55% more inclined to spend money to maintain competitiveness with other players, highlighting their dedication to in-game advancement compared to other spenders (22.2% vs. 14.3%).

Monetisation by genre

Source: Mistplay

A sense of progression serves as a critical motivator for mobile gamers. The top two reasons players continue playing a game are the desire to advance further (56.8%) and the avoidance of abandoning their in-game progress (50.3%). This underscores the significance of providing players with a clear sense of achievement and continued growth within the gaming experience.

Key takeaways

• RPGs and Strategy games lead in loyalty, scoring 87 and 79, respectively, on Mistplay’s Loyalty Index, showcasing their dedicated player base
• Lifestyle games boast the highest average sessions per user and rank first in the percentage of spenders by Day 30, highlighting their engaging gameplay and strong monetisation potential
• 71.7% of mobile gamers emphasise the importance of seeing actual gameplay footage in ads, while 36.7% typically ignore ads entirely, underscoring the significance of authentic advertising in attracting players

The post RPG gamers are the most loyal and half of players install mobile games after seeing ad appeared first on Business of Apps.

India’s economic outlook for the year remains optimistic as consumer spending on in-app purchases rose during the first half of 2023. That’s according to the India Festive Report for 2023, an effort between AppsFlyer and Meta Platforms which highlights signs of economic recovery. Let’s take a look.

Festive season boost to IAPs

Consumer spending has been on the rise in India, leading to an impressive 71% increase in in-app purchase (IAP) revenue during the first half of 2023. This growth in IAP spending is expected to continue with the approaching festive season.

IAP revenue trend on Android

Source: AppsFlyer

“The festive season in India promises robust growth for mobile ecommerce. Projections from Redseer hint at a spectacular 18-20% growth this year, translating to an astounding GMV of INR 90,000 crores. With the surge, we anticipate nearly 140 million eager online shoppers gearing up for festive purchases. While Shopping and Food & Drink apps will undoubtedly see a spike, Gaming isn’t far behind in capturing user engagement,” says Aditya Maheshwari, Director of Customer Success at AppsFlyer.

India’s festive season is usually a good opportunity for marketers across various app categories. App installations follow a pattern, starting in August, peaking in October, and reaching the highest point in December.

Overall install trends by category

Source: AppsFlyer

September tends to see activity rise across sectors as users prepare for festivities. Marketers focus on installations and reserve later efforts for remarketing conversions. So, it’s wise for marketers to start user acquisition early and increase efforts as the festive season nears. Finance, Food & Drink, and Gaming apps are popular in October.

Remarketing dominance during the festive season

Leading up to Diwali, non-organic installs (NOIs) take the spotlight, especially for Shopping apps, which see an early increase, while Travel apps begin their upward trajectory in August. Timing is crucial for NOIs, with campaigns typically kicking off three to four weeks before Diwali.

Remarketing conversions on Android

Source: AppsFlyer

Remarketing conversions shine during the festive season, outperforming non-organic installs. In the first half of 2023, these conversions showed impressive year-over-year growth, with Android conversions rising by 24%. Interestingly, Shopping apps record their highest non-organic share, indicating that consumers tend to plan their shopping activities well in advance of the festivities.

However, the festive season also sees a rise in fraudulent activities, particularly on Android apps, with a 47% year-on-year increase in fraud rates. Finance apps are particularly vulnerable, necessitating stronger anti-fraud measures.

App install fraud

Source: AppsFlyer

During this season, consumers shift their focus from online to offline activities, emphasising family time. Insights reveal that messaging and video content have become vital channels for consumer engagement, with content creators and partnership ads playing a significant role in influencing purchasing decisions.

“The festival season always brings a buoyancy in consumer demand and marketers look to tap into the same,” says Arun Srinivas, Director & Head, Ads Business India at Meta. With increased digital penetration, and upbeat consumer sentiments this year, there is good scope for businesses to tap the right audience and unlock growth. Brands should focus on full funnel strategies, influencing the consumers at each stage of the funnel to take full advantage of this opportunity.”

Key takeaways

• India’s economy shows resilience with a 71% increase in in-app purchases during H1 2023, expected to continue during the festive season
• India’s festive season offers a strategic window for marketers, with app installations peaking in October and early planning in September. Finance, Food & Drink, and Gaming apps are favourites
• Remarketing conversions dominate during festivals, with a remarkable 24% growth in Android conversions. However, a 47% rise in fraud rates calls for stronger anti-fraud measures

The post Festive boost: 71% surge in Indian in-app purchases appeared first on Business of Apps.

We’re just 5 weeks away from the much anticipated App Promotion Summit Berlin. Now is the time to take advantage of our Early Bird offer that ends this Friday – 27th October.

We have a great lineup of speakers ready to share their insights and the packed agenda covers the full spectrum of channels and approaches across the app growth funnel including user acquisition, app store marketing, social ads and app engagement.

Last chance to save over €300 for in-person tickets:
https://apppromotionsummit.com/berlin/register/

We’re excited to welcome you at the conference – don’t miss out on this opportunity.

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Daily time spent on social media has decreased in 36 out of 48 markets tracked since 2022, according to the latest GWI social media trends report. This marks only the second time since tracking began in 2012 that global usage has declined year-on-year, with average daily usage in Q1 2023 falling below that of 2019. Has social media usage reached a plateau?

Gen Z spends more time on social media but eyes reduction

While some emerging regions like the Middle East & Africa experience more significant fluctuations, most other regions have seen minimal changes in daily usage over the past three years. Notably, North America is an outlier, with usage continuing to rise beyond its lockdown peak.

While the pandemic induced a surge in social media usage, this has now largely levelled out. For brands and businesses, the key takeaway is that changes are less about the duration consumers spend online and more about how and where they choose to spend their time.

Across the world, Gen Z spends an average of 2 hours and 51 minutes on social media daily, surpassing older generations. However, Gen Z is starting to consider reducing their time spent online and shifting their focus to offline activities. In 2023, 30% of Gen Z express concerns about their social media usage, leading to efforts to limit their time online. Notably, Gen Z is the only generation whose daily time on social media has decreased since Q1 2021, likely influenced by the disruptions caused by the pandemic.

Gen Z aspirations

Source: GWI

In certain APAC and Western markets, users are also increasingly setting their social media profiles to private due to concerns about personal privacy. Younger age groups are particularly inclined toward this trend. This shift can limit brands’ access to user data, necessitating the development of trust and authentic relationships with customers.

Content length varies, YouTube and WhatsApp dominate

While short-form content platforms like TikTok are on the rise, longer-form content remains prevalent. YouTube, with 67% of consumers, overshadows TikTok’s 45% reach. Instagram Live and Reels are also expanding content length options. WhatsApp continues to dominate as a favourite platform, especially among older age groups.

The top social apps haven’t changed all that much

Source: GWI

Changing Motivations for Social Media Use

Consumers’ motivations for using social media are evolving, with differences observed across regions. Western consumers, like baby boomers, are diversifying their reasons for using social media. TikTokers in the West now use the platform to stay informed about news and products, while Instagram’s focus shifts from personal sharing to entertainment. Twitter is also evolving, with video becoming a primary focus.

Privacy is shifting into focus

Source: GWI

While social media is a primary tool for product discovery, brands need to keep up with cultural trends to resonate with their target audiences and answer their questions effectively. Trends like #QuietLuxury on TikTok reflect changing consumer preferences, as people seek minimalist styles and neutral palettes. This shift is driven by economic factors and a decreased desire for flashy outfits.

Brand discovery happens on social media

Source: GWI

Key takeaways

• Daily social media usage dropped in 36/48 markets since 2022
• Gen Z spend 2h51m daily but aims to cut usage by 30% in 2023
• More users set profiles to private due to privacy concerns, impacting data access for brands

The post Social media usage declines on the back of evolving user motivations appeared first on Business of Apps.

Today App Subscriptions is one of the most viable app monetization models, it spans across TV, Music, Dating, Fitness, Games, Education, Productivity, and more. Scaling app subscriptions can feel like an uphill battle because it is and you need every bit of help from app industry experts to win it.

Join us on November 2d to learn new strategies and solutions with the webinar hosts:

• Niraj Naik VP of Product Management at Recurly
• James Cooper, Director, Business of Apps

Some of the highlights for this conversation:

• Rapid product innovation through subscriber data
• Scaling personalized subscriber experiences
• Boosting revenue retention

Join the webinar

The post Learn how to scale app subscriptions [live event with an industry expert] appeared first on Business of Apps.

71% of those playing games on mobile and other devices say that it reduces stress in just a few minutes. That’s according to the “Power of Play 2023” report, released by the Entertainment Software Association (ESA), which highlight the multifaceted advantages of gaming that reach far beyond mere entertainment. Let’s take a look.

Gamers report boosted health

The report finds that the majority of gamers said they noticed some stress reduction within just a few minutes of engaging in gaming. 61% reported feeling less anxious and 58% said they felt less isolated.

What’s particularly noteworthy is that this stress-relieving effect is not limited by factors such as age, location, or cultural background. Gamers around the world are experiencing the therapeutic benefits of gaming.

Gaming reduces stress

Source: ESA

However, the benefits of gaming extend even further. Mobile gamers are constantly refining their skills while enjoying themselves. Whether it’s through improved reading comprehension, enhanced communication, or sharpened problem-solving abilities, gaming serves as a dynamic and effective learning platform.

Some 64% said it provided a healthy outlet for daily challenges while 63% said they felt happier after gaming.

Gamers feel happier

Source: ESA

The social side of gaming

What’s driving some of this increased satisfaction is the fact that gaming can be a good way to connect to other gamers. Approximately half of gamers say they play video games online with others each week.

One of the primary motivations for playing is of course fun. But Italy distinguishes itself as a unique outlier in the world of gaming with Italian predominantly viewing games as a means to “pass the time”. This distinction sets Italy apart from other countries like Australia, France, the UK, or Japan, where the quest for enjoyment remains a universal driving force for gamers.

Reasons to play

Source: ESA

The findings underscore that mobile gaming is not merely a form of entertainment but a tool with diverse benefits, bringing joy, stress relief, skill development, and social connection to people across the globe.

Key takeaways

• Gaming, regardless of age or location, offers a quick and effective way to reduce stress, with 71% of players experiencing relief in just minutes
• Gamers report feeling less anxious (61%) and less isolated (58%), highlighting the positive impact of gaming on mental well-being
• Italy stands out as a nation where gaming is predominantly viewed as a way to “pass the time,” distinguishing it from countries where the primary motivation for gaming is pure enjoyment

The post Mobile gaming offers diverse benefits as 71% of gamers notice reduced stress appeared first on Business of Apps.

Role-playing games (RPGs) now dominate the South Korean gaming landscape, comprising 60% of mobile game sales. That’s according to new Sensor Tower data which shines a spotlight on RPGs and their subgenres in the country.

Why are people playing RPGs?

RPGs as a mobile game genre stand out due to their focus on character control, customisation, and story-driven progression, often involving battles with foes.

Within the mobile RPG genre, various sub-genres exist, including Idle RPGs, Action RPGs, MMORPGs, Fighting RPGs, and Puzzle RPGs. Japan and South Korea are among the countries with the highest affinity for mobile RPGs.

Among RPG subgenres, Massively Multiplayer Online Role-Playing Games (MMORPGs) reign supreme, making up 69.5% of 2023 sales.

While MMORPGs have consistently led South Korea’s RPG subgenres, this represents a 9.6% dip from 2019’s 77%.

Global mobile game sales in 2023 so far

Source: SensorTower

Squad RPGs, exemplified by titles like Goddess of Victory: Nikke and Cookie Run: Kingdom, saw a remarkable 39% surge in market share between 2019 and 2023, climbing from 12.7% to 17.7%, securing their position as the second highest-grossing RPG subgenre in the country.

Idle games experienced substantial growth during the same period, increasing by 159%, rising from 1.7% market share in 2019 to 4.4% in 2023.

A separate study by Udonis found that 57% of South Koreans play RPGs to relieve stress. A third play to pass the time and as much as 40% will abandon a game if it gets too boring or in-app purchases are being pushed too aggressively (36%).

South Korea’s top squad RPG is…

Goddess of Victory: Nikke emerges as the leading squad RPG in South Korea from January 1 to August 31, 2023. It achieved a remarkable feat by securing the 10th spot in the country’s overall RPG charts, standing alongside only one other non-MMORPG title, Honkai: Star Rail, in the top 10.

Squad RPGs emphasise team-building with synergistic characters, leading to a trend of character collection as a meta feature. Frequent character releases and character-centric events contribute to genre sales. For instance, following the introduction of the character Modernia, Goddess of Victory: Nikke saw a staggering 372% increase in daily sales on January 1. Similarly, the launch of new cookies Stardust and Alien Donut boosted Cookie Run: Kingdom’s sales by 148% on March 9.

Mobile game sales by country

Source: SensorTower

Legend of Slime: Idle RPG dominated idle RPG sales, generating $77 million globally and $10 million in South Korea since its August 2022 release. Although it excelled in revenue, the game reached only 36th place in the overall charts.

Its success is attributed to effective advertising, a unique storyline, and an accessible learning curve. Legend of Slime led ad share on ironSource, ranked second on TikTok, and seventh on Unity in January 2023.

Five Minutes to Battle, released on July 28, 2023, emerged as a strong contender in the idle RPG market. Between its launch and the end of August, the game secured fourth place in year-to-date idle RPG sales charts and reached 65th place in the overall RPG charts.

Key takeaways

• RPGs dominate South Korea’s mobile gaming, comprising 60% of sales
• MMORPGs lead subgenres at 69.5% sales but are down 9.6% from 2019
• Squad RPGs surge by 39%, while idle games grew 159% from 2019 to 2023

The post RPGs claim 60% of mobile game sales in South Korea appeared first on Business of Apps.

Brands continue to diversify the platforms they use for influencer marketing and yet Instagram continues to hold the top spot. Instagram Reels is emerging as the dominant influencer marketing platform in the US, according to the latest Influencer Marketing by Platform 2023 study from Insider Intelligence. In 2023, 53.7% of US marketers intend to incorporate it into their campaigns. Let’s dive in.

Instagram Reels surging in popularity

Instagram Reels’ popularity is set to rise even further, with a projected 62.2% of marketers planning to utilise it for influencer marketing by 2025, placing it on par with Facebook.

The forecast predicts a significant surge in the adoption of Instagram Reels among marketers, jumping from 53.7% in 2023 to 62.2% in 2025.

This growth trajectory aligns it closely with Facebook in terms of influencer marketing usage.

Instagram, as a whole, is poised to be used by 97.6% of US marketers in 2023. This widespread adoption is credited to Instagram’s versatile content formats, robust creator tools, and expansive audience reach.

Growing number of US marketers using Reels

Source: eMarketer

The battle for influencer marketing supremacy

But competitors are encroaching on Instagram’s territory. While Instagram Reels dominates for usage, TikTok’s higher engagement rates mean that it could potentially be attracting the remaining 46.3% of US marketers yet to tap into it for influencer marketing.

Marketers should aim for effective audience engagement by diversifying influencer marketing campaigns across various social channels.

Prioritising a video-first approach, rather than focusing on a specific platform, enables connection with audiences on platforms like TikTok, Instagram, YouTube, and more.

Instagram Reels’ rise in the influencer marketing arena underscores the power of video content in engaging audiences. Another recent report from Insider Intelligence predicts that US influencer marketing spending will surpass $2 billion in 2024, with Instagram leading the way.

Notably, TikTok, YouTube, and Facebook are also expected to reach the billion-dollar mark in influencer marketing spending. As competition intensifies, marketers must remain adaptable and explore multiple platforms to effectively reach their target demographics.

Key takeaways

• Instagram Reels dominates with 53.7% adoption in 2023, projected to reach 62.2% by 2025
• TikTok’s higher engagement may attract 46.3% of untapped US marketers
• US influencer marketing spending to exceed $2 billion in 2024, Instagram leading, with TikTok, YouTube, and Facebook following

The post 62% of marketers plan to use Instagram Reels for influencer campaigns by 2025 appeared first on Business of Apps.

In the third quarter of 2023, hypercasual game downloads hit the 3.5 billion mark, as indicated by a recent report from Appmagic. That’s an 8% drop from the 3.8 billion in the second quarter of 2023. What’s happening?

Hypercasual downloads down 12.5%

According to figures from Appmagic, hypercasual game downloads were down 12.5% compared to the same timeframe the previous year.

The dwindling numbers in hypercasual game downloads have been noticeable over recent years.

Hypercasual downloads

Source: Appmagic

Despite an overall slump, Tier-1 East experienced a 7% sequential quarter rise in hypercasual downloads, amassing 113 million. Yet, this uptick was insufficient to balance out the declines elsewhere. Tier-1 West encountered a 10% drop, dipping to 529 million, while there was a 7% decrease, down to 2.8 billion, in the remaining global regions.

Top hypercasual apps

The My Perfect Hotel app maintained a steady performance, solidifying its position as the most successful hypercasual game of the quarter worldwide. The game garnered an impressive 31.5 million downloads and generated a remarkable $2.47 million in revenue. Notably, My Perfect Hotel stands out with a cumulative revenue per install of $0.06, surpassing all other games in the top ten, which averaged below $0.05.

Top hypercasual titles

Source: Appmagic

In a close second place for downloads, we find Race Master 3D – Cat Racing, boasting 30.32 million downloads. However, the game’s revenue falls considerably short, amounting to just $291,341, resulting in a meagre revenue per install of only $0.009.

Among the top 10 charts, My Perfect Hotel is part of a trio of newcomers. Magic Piano Tiles: Music Game secured the seventh spot with 23.25 million downloads and $298,492 in revenue, while Twerk Race 3D – Running Game claimed the ninth position with 22.71 million downloads and $6,805 in revenue.

Interestingly, AppMagic’s report highlights the absence of specific trends influenced by social media within the top ten, a noteworthy observation. Nonetheless, the report underscores the persistence of clones of existing game titles.

Furthermore, the report points to an emerging trend of hybridcasual titles and notes that some previously prominent games have made a resurgence in the rankings. This resurgence is attributed to their efforts in refining game mechanics and creative elements, allowing them to reclaim their positions on the charts.

Key takeaways

• Q3 2023 saw an 8% drop in hypercasual game downloads compared to Q2, totalling 3.5 billion downloads
• My Perfect Hotel leads with 31.5 million downloads and $2.47 million revenue, achieving a remarkable $0.06 revenue per install
• Hybridcasual titles rise, and refinements propel previously successful games back into the top rankings

The post Hypercasual game downloads drop 8% in Q3 2023 appeared first on Business of Apps.

Huawei’s mobile advertising ecosystem, Petal Ads, had a productive time at DMEXCO this year, engaging advertisers and offering valuable insights for crafting effective digital campaigns in the ever-changing digital marketing landscape. DMEXCO 2023 attracted a global audience, with 800 international speakers, 40,000 international trade visitors, and 650 exhibiting companies and partners. It was an enlightening experience for everyone as they rubbed shoulders with industry experts and marketing professionals.

Alongside leading players in digital business, Petal Ads hosted a masterclass that offered a peek at their strategies for connecting with high-value audiences in the Chinese market or Chinese consumers on international travel. Attendees had the opportunity to experience Petal Ads’ advertiser solutions firsthand at their booth, and an MMA Panel discussion on capturing the attention of high-value
audiences.

Jaime Gonzalo, VP Huawei Mobile Services Europe, said, “DMEXCO 2023 united people from all over the world to explore the latest ideas and trends in digital business. Petal Ads was thrilled to feature their two key business priorities at DMEXCO: helping brand advertisers craft compelling digital campaigns while imbuing them with the tools to connect with high-value international audiences, mainly from China.”

Petal Ads Masterclass

Helmed by Jaime Gonzalo, the Petal Ads Masterclass emphasised the importance of targeting high-quality users over aiming for sheer user volume. The masterclass left no doubt: companies that dared to set their sights on the vast potential of the Chinese market reaped success. It cited market leaders across various sectors, including retail and automotive, who successfully blazed trails into China.

He explained that companies who hope to enter the Chinese market will be in good hands with the help of Petal Ads, the ticket to thriving in the bustling Chinese landscape. Huawei’s mobile advertising ecosystem has a deep understanding of the Chinese market, owns the exclusivity of a large amount of high-value users in this demographic, and exerts significant influence in this market.

Huawei commands the top spot in China in terms of popularity, according to YouGov Global Best Brand Ranking 2022. It is a force to be reckoned with in the high-end smartphone space, with an impressive 47.4% market share in the foldable phone segment, and over 115 million users wielding devices valued at over 800 euros.

Being part of Huawei, Petal Ads offers partnering brands exclusive access to over 500 million active users in China every month, all through the mobile advertising platform. Beyond that, brands who advertise with them can enjoy a holistic journey. From language and visuals to setup, Petal Ads offers unwavering support with a dedicated team in Europe by your side. It is an all-in-one solution for connecting with this vast user base.

MMA Panel

Moderated by Peggy Anne Salz, a writer with Forbes.com, the MMA panel featured a lineup of industry experts. Attendees heard from industry experts such as Alessandro Schintu, the Director of Ecosystem Development & Operations at Huawei–Petal Ads, Jan Heumüller, the Managing Director of Ogury, and Anna Keller, the Marketing Director at Bayer, who came together to discuss the dynamic landscape of business and communication.

Their insights resonated with the audience, emphasising the importance of connecting with high-value audiences. During the discussion, they delved into how to identify and target high-value users, stressing that using first-party data is crucial for achieving a highly granular segmentation. Drawing from their deep industry knowledge, the panel’s conversation served as a wellspring of guidance for anyone aiming to reach and sustain excellent audience engagement. It was an enlightening conversation that transformed the way many approached audience engagement strategies.

Petal Ads Booth

Located in the bustling international hall, right alongside other major advertising platforms in the industry, the Petal Ads booth was a hub of activity. The team of seasoned experts held court, engaging with hundreds of advertisers, agencies, and networks. These conversations delved deep into insights into branding and app campaigns, as well as tactics for overseas expansion.

Visitors were in for a treat as they got hands-on experience with some of Huawei’s most innovative devices, including the HUAWEI P60 Pro, the HUAWEI Mate X3, and the HUAWEI Matepad 11.5-inch. The Petal Ads team also shared their own success stories that featured partnerships with top international brands across various industries, highlighting their dedication to delivering effective, game-changing business resources and solutions. It was a showcase of innovation and collaboration that left a lasting impression.

Satisfaction with Petal Ads–A genuine partnership

About their partnership with Petal Ads, both Simone Renna, Marketing and Partnerships Manager at Mediaset, and Johan Othelius, CEO at Squid, shared positive sentiments.

Simone Renna said, “It was a genuine partnership between the companies, as it involved not only the investment in advertising but also comprehensive strategy development. We really found the best people to work with and achieved all our goals, leaving us very satisfied.”

Meanwhile, Johan Othelius shared, “The excellent cooperation and support from the team in helping us achieve our metric targets allowed us to concentrate on our core responsibilities and focus on innovating and continuously improving our product.”

Petal Ads at DMEXCO

DMEXCO 2023 left an indelible mark, reinforcing its position as the leading event for the digital industry and Europe’s digital hotspot. With diverse global attendance and fruitful networking opportunities, the event proved to be an unmissable experience.

At the event, Petal Ads showcased its steady growth since 2020, empowering advertisers, marketers, and publishers to expand their businesses and connect with bigger audiences. The platform has witnessed a 9-fold growth in its advertiser network, reaching over 730 million monthly active users globally in 170 countries.

If you missed out on the event, you can watch the Highlights video here and the Petal Ads Masterclass hosted by Jaime Gonzalo here.

The post Petal Ads’ game-changing solutions for entering the Chinese market at DMEXCO 2023 appeared first on Business of Apps.

In 2023, mobile gaming is poised to claim a 56% share of gaming revenue, as per data from data.ai and IDC. Now a new study sheds light on the differences in mobile gaming behaviours between East and West. Let’s dive in.

Where preferences diverge

A recent study by Coda Payments, which examines the spending behaviours of mobile gamers in Eastern and Western regions found that while more than 90% of mobile gamers in both regions are open to making in-game purchases, significant disparities exist in where consumers choose to allocate their funds.

In Eastern countries, gamers prioritise customisation and collectables, investing in cosmetics for personalisation. In the West, gameplay and progression matter most, with spending on unlocking features.

In the West, consumers spend an average of $72.47 monthly on direct purchases, significantly more than the $30.70 spent in the East. This discrepancy is attributed to the stronger currency in the West, providing users in countries like Britain and the USA with greater spending power.

In-game spending habits

Source: Coda Payments

Interestingly, the report reveals that female gamers in Western countries outspend their male counterparts by an average of $22.93, underscoring the growing popularity of mobile gaming among women.

Additionally, payment preferences vary between regions. E-wallets are favoured in the East, while Western consumers predominantly opt for debit and credit cards when making payments for mobile gaming.

What about time in-game?

The report also noted that gamers in the East dedicate more time to mobile gaming, with 40% playing for over 16 hours weekly, compared to 33% in the West.

Thailand leads with 45% highly engaged gamers, followed by Indonesia (43%) and the Philippines (40%) in the East.

In the West, Brazil stands out with 36% of gamers playing for over 16 hours, surpassing Mexico (33%) and the USA (30%).

Time spent in games and user payment preferences

Source: Coda Payments

The finding underscores Latin America’s prominence in the rapidly expanding mobile market, particularly in Brazil, a mobile gaming powerhouse responsible for 38% of all domestically developed games.

The nuanced distinctions underscore the diversity in motivations and spending habits among mobile gamers in Eastern and Western regions and highlight the necessity for game developers to tailor their in-game offerings to align with these regional preferences and inclinations.

Key takeaways

• Mobile gaming claims 56% of 2023 gaming revenue, outshining consoles and desktops
• Eastern gamers focus on customisation; Western gamers prioritise gameplay and spend more
• Eastern gamers play longer, with Thailand leading; in the West, Brazil emerges as a highly engaged market

The post Mobile gamers in the West spend twice as much in-game as those in the East appeared first on Business of Apps.

2024 is closer than you may think, in just 3 months mobile advertisers around the globe should be ready for Apple’s Privacy Manifests and Google’s Android Privacy Sandbox coming to life.

Fingerprinting for attribution and ad targeting on mobile will become history and you need to be ready for this drastic change.

Register “RIP Fingerprinting in 2024: how should advertisers prepare?” online event that features:

• Adam Landis, Head of Growth, Branch
• Sergio Serra, Head of Product, InMobi DSP
• Peggy Anne Salz, Founder, MobileGroove

The post Join the conversation about the future of mobile ad attribution & targeting [live event] appeared first on Business of Apps.

In a move towards adherence to local regulatory norms, tech giant Apple has recently mandated new apps to provide evidence of licensing from the Chinese government before making their debut on its China App Store. The shift is reflective of a strategy already in place among local competitors, including Tencent and Huawei, since 2017.

Apple clamps down

As Chinese lawmakers are clamping down on app stores, Apple is just now catching up with the practice of asking app makers to prove their conform.

The company shared the update on its website last Friday.

The ICP filing, an entrenched registration system in China, is pivotal for websites seeking legal operational status within the country. Predominantly, local app stores have been abiding by this prerequisite since at least 2017. A roster published last week by Chinese regulatory bodies, which showed that 26 mobile app stores have added app filings, did not feature Apple’s App Store.

But getting a license isn’t easy

For foreign app developers acquiring an “internet content provider (ICP) filing” license now necessitates having an established presence in China, or at the very least, joining forces with a local publisher.

Apple, renowned for its somewhat accommodating ICP policy, has historically provided a broader array of mobile applications than its local counterparts, underpinning its popularity in China.

The repercussions of Apple’s compliance status could potentially ripple through the App Store in China, affecting the accessibility of hundreds of thousands of apps, inclusive of notable foreign applications like X (previously known as Twitter) and Telegram, which saw a surge in popularity amidst protests against COVID-19 lockdowns in the preceding year.

Simultaneously, some Chinese iPhone users have expressed apprehensions on X, suggesting that they might be compelled to utilise Apple accounts from overseas to access their preferred apps.

What happens if apps do not comply? Apps that lack the necessary filings will incur penalties following a grace period that prolongs until March of next year. Conversely, freshly developed apps have been bound by the rule since September.

The Wall Street Journal reported last week that discussions have been ongoing between Apple and Chinese officials, addressing concerns regarding new regulations that could potentially restrict the availability of foreign apps on its app store in China – Apple’s third-largest market, following the Americas and Europe.

Key takeaways

• Apple mandates ICP filings for new apps, aligning with stringent Chinese government licensing requirements for digital platforms
• Policy change might restrict the availability of numerous foreign and independent apps on the China App Store
• Non-compliant apps face penalties post-March grace period, while discussions with Chinese officials address potential future app restrictions

The post Hurdles for app developers: Apple enforces Chinese licensing on App Store appeared first on Business of Apps.

In the summer of 2023, there was an uptick in the utilisation of travel apps, surpassing the records of the preceding year. As per the most recent findings by data.ai, summer travellers exhibited an unprecedented reliance on their mobile devices. Let’s dive right in.

14% surge in travel app usage

Between May and August 2023, Android smartphone users collectively dedicated four billion hours to travel apps, averaging over one billion hours each month. That’s a 14% surge compared to the previous year.

But in contrast to 2022, when the surge was predominantly attributed to vacation-related apps, the growth observed between 2022 and 2023 was predominantly propelled by day-to-day travel applications.

Surge in travel app usage

Source: data.ai

Notably, transportation apps like Uber and InDrive, along with rail and coach booking apps such as IRCTC Rail Connect, witnessed substantial spikes in their usage throughout the summer of 2023.

Which apps come out on top?

When examining the top breakout travel apps in terms of year-over-year growth during the summer of 2023, transportation apps clearly dominate the landscape.

Eight out of the top 10 breakout apps globally fall within the transportation subgenre. Notably, apps like “Where is my Train”, “inDrive”, and “Grab Driver” emerged as the standout breakout apps during the summer of 2023.

Interestingly, despite the prevalence of transportation apps, a variety of apps outside this subgenre also achieved top breakout rankings in crucial markets such as the US and the UK. In the US, apps related to flight tracking, airline services, and integrated travel services secured positions among the top 10 breakout apps.

Travel app type growth index

Source: data.ai

In the UK, apps focused on rail and coach booking, integrated travel services, and airline services also claimed prominent spots in the breakout rankings.

Post-Covid upswing

Reflecting on the backdrop of these trends, it’s essential to note that the year 2020 witnessed the onset of the COVID-19 pandemic, which brought unprecedented challenges, wreaking havoc across various industries and affecting lives worldwide. Businesses faced closures, economies experienced hardships, and daily routines were disrupted as lockdowns and restrictions became the new normal.

One of the most profoundly impacted sectors was the travel industry. However, as vaccination rates steadily increased and a sense of hope emerged on the horizon, a noticeable shift occurred. The installation of travel apps has now experienced a 123% year-over-year surge.

Key takeaways

• Travel app usage surges 14% YoY, with mobile reliance at an all-time high
• Top breakout apps are predominantly transportation-based, but diverse apps shine in key markets
• Travel app installs soared 123%, signalling a strong recovery from pandemic challenges

The post Summer travel app boom: 14% spike in usage appeared first on Business of Apps.

We’re back with the second edition of App Charts, where we take a look at five apps which have seen their downloads rise over the past month, and five which have declined.

Similar to the previous month, we have not seen any change in the top four, with TikTok, Instagram, Facebook, and WhatsApp taking the top four spots.

Temu remains in the top ten with its rollout to other countries keeping downloads high, while its main competitor Shein is struggling to drum up as much interest.

Risers

Snapchat (up 4)

Snapchat has seen its monthly downloads rise by about five million in September, pushing it into the top five for this month. The majority of downloads came from India, and Pakistan surpassed the US in monthly downloads.

ChatGPT (up 5)

ChatGPT continues its climb up the rankings, rising by 36 places last month and by five this month. Expect even more growth next month with the announcement that ChatGPT can access real-time internet trends.

Canva (up 11)

Another app that has been steadily rising up the charts over the past few months, from 12 million downloads in June to 15 million in September.

Hotstar (up 109)

Hotstar lost a lot of ground to JioCinema with the loss of the Indian Premier League, but has managed to draw users back in with exclusive rights to the Asia Cup.

Microsoft Teams (up 22) 

Microsoft Teams pulled in one million more downloads this month compared to last, dragging it into the top 50 apps.

Fallers

X (down 16)

X is struggling to draw in new or returning users, with a drop of 2.8 million downloads this month, knocking it out of the top 50. Threads, for reference, was in 12th place, although it is a much newer app.

Monopoly Go (down 18)

Monopoly Go has been one of the most popular mobile games over the past three months, but it looks like the interest is starting to drop off. Downloads declined by 4.4 million in September.

Royal Match (down 12)

Another mobile game that has been a staple in the top 50 since June, but may be running out of steam. It has been downloaded five million times less than the previous month.

JioCinema (down 10)

As Hotstar surges forward, JioCinema has to take a back seat. It appears that unlike Netflix and Amazon Prime Video, which retain interest throughout the year, JioCinema and Hotstar are always fighting for attention through exclusive sports viewings.

Phone Finder by Clap and Flash (down 3715)

A bit of an unfair end to this month’s edition, but one that underscores how fast a new app can fall off the top charts. This phone finder app went viral for its clap and flash function, but the initial buzz has died off with a 97 percent decline in downloads.

That’s all for this month, come back next month to see the top risers and fallers! And if you want to check out the charts at any time, head over to App Rankings.

The post App Charts – Risers and Fallers (September 2023) appeared first on Business of Apps.

In the third quarter of 2023, global consumer spending on mobile devices hit a new milestone, reaching a total of $33.6 billion. This resurgence in spending suggests that the mobile market is making a strong comeback after a sluggish year in 2022, as reported by data.ai.

Mobile spending reaches $100 billion mark

The quarter’s achievement is particularly remarkable because it marks the first time that consumer spending on mobile devices has reached the $100 billion mark by the third quarter of the year.

In previous years, it took until October to reach this milestone in both 2021 and 2022, and December in 2020 – the inaugural year when global consumer spending reached $100 billion.

In Q3 of 2023, iOS maintained its position as the leading platform for consumer spending, raking in a substantial $21.2 billion, while Google Play generated $12.4 billion in revenue.

Global consumer app spending

Source: data.ai

When it comes to mobile gaming, Google Play experienced a modest growth of 5% in consumer spending, but iOS saw a decrease of 5.6% in mobile game spending during the same period.

In terms of app downloads, consumers worldwide downloaded a total of 38.4 billion apps in the third quarter of 2023. This figure represents a slight decline when compared to the same period in the previous year.

No surprises: US leads

The US emerged as the frontrunner in consumer spending, experiencing a significant increase of over $600 million compared to the same period in the previous year. Impressively, nearly one-third of the total global consumer spending in the third quarter was attributed to the US.

South Korea also demonstrated robust year-over-year growth, recording an increase of $477 million in consumer spending during Q3 2023.

Meanwhile, the UK showcased a commendable performance, generating a total of $224 million in consumer spending during the same quarter.

Threads dominates downloads

Meta’s recently launched microblogging app, Threads, made an astonishing debut in early July by achieving a staggering 150 million downloads within its first week. This achievement set a new record, as Threads reached this milestone 5.5 times faster than any other app in history.

As a direct consequence, Threads dominated the downloads charts throughout the third quarter of 2023.

Leading apps globally

Source: data.ai

In fact, Meta had a rather successful quarter overall, with four out of the top five apps in terms of downloads during this period, solidifying its position as a dominant player in the mobile app market.

Key takeaways

• Global consumer mobile spending reaches $33.6 billion in Q3, signaling market recovery
• US accounts for 30% of global Q3 consumer spending increase
• Threads app’s record-breaking 150 million downloads, driving Meta’s Q3 success

The post Mobile spending hits $100 billion milestone early in Q3 appeared first on Business of Apps.

The APAC app market has boomed thanks to better mobile networks and cheaper smartphones. In 2022, there were 1.29 billion people using mobile internet, up from 700 million in 2015. That’s according to the latest Adjust Growth Score which assesses how well apps and app marketing are doing in different places worldwide. It looks at over 2,500 of the best apps and how they’ve been doing in the first half of 2023.

Travel and shopping apps are bouncing back

In 2022, there were 1.29 billion people using mobile internet, up from 700 million in 2015. Europe’s app market is also on the rise, with estimated revenues of $63.3 billion in 2023, up from $56.24 billion in 2022. By 2027, it could reach a whopping $87.35 billion.

Even though the expenses and prices are going up in Europe, travel apps are bouncing back impressively. They’ve achieved the highest Growth Score in the region, sitting at 47.3, which is way ahead of other regions.

Games, shopping and travel experience highest growth

Source: Adjust

Europe’s e-commerce market is predicted to grow by 12% annually from 2020 to 2026, and shopping apps in the region are doing well with a solid score of 41.1.

Mobile gaming comes in third place with a Growth Score of 30.4, followed by utility apps at 27.1, and lifestyle apps with 25.5.

Gaming app scores

Source: Adjust

APAC leads growth score

When it comes to the growth of mobile apps by region, APAC is leading the way with a Growth Score of 43.3. Europe and North America are close behind with scores of 35.9 and 30, respectively.

In terms of individual countries, India stands out with the highest growth score of 31.2. This is mainly because more and more people in India are getting access to affordable smartphones and mobile data plans.

Growth scores by country

Source: Adjust

Among different types of mobile apps, gaming apps are at the forefront in terms of growth. The top-ranking gaming subverticals globally include action, hyper-casual, sports, RPG, and casual gaming apps.

“Adjust is continually developing solutions that promote this new wave of global growth marketing to empower our clients to execute high-performance, measurable campaigns at a time when the mobile app ecosystem has never been more challenging ,” said Lou Hong, VP of Marketing at Adjust. “Adjust’s Growth Score tells marketers and developers where they can grow. Understanding which app verticals and regions have the highest potential for growth is essential when creating and scaling campaigns successfully.”

Key takeaways

• APAC mobile internet booms with 1.29 billion users in 2022, up from 700 million in 2015, driving app market growth
• Europe revenues set to reach $63.3 billion in 2023 (up from $56.24 billion in 2022), driven by travel and shopping apps
• APAC leads with a Growth Score of 43.3, India excels at 31.2, and gaming dominates growth

The post APAC leads app growth with travel and shopping apps surging in Europe appeared first on Business of Apps.

Appodeal and Pollen VC announce a strategic partnership to empower app developers and game studios. This collaboration provides immediate access to essential resources and financial support, enabling rapid and efficient app scaling.

The partnership is a natural extension of Appodeal and Pollen VC’s mission to empower app creators and developers.

Appodeal, a pioneer in in-app bidding and mobile app growth, and Pollen VC, a provider of credit lines to mobile game and app developers, join forces to offer a comprehensive solution that combines ad mediation, user acquisition, business intelligence, and financial support.

“Pollen VC’s innovative financing solutions perfectly align with our vision to empower app creators to stay independent and retain control over their intellectual property,” says Pavel Golubeff, CEO and founder at Appodeal. “Together with Pollen VC, we can offer a comprehensive solution that addresses both the operational and financial challenges faced by mobile app businesses, enabling them to scale rapidly and achieve maximum growth.”

This partnership will benefit not only Appodeal users but also all applicants to the Appodeal Accelerator Program. By joining forces with Pollen VC, Appodeal is taking a step further to provide mobile app businesses with non-dilutive financing options and flexible credit lines, enabling them to unlock the value trapped in their accounts receivable (AR) and reinvest into UA to scale quickly without relying on dilutive equity funding.

For Pollen VC, the partnership with Appodeal reinforces its commitment to providing mobile app developers and game studios with the financial tools and resources they need to succeed.

“Appodeal’s comprehensive growth platform and expertise in ad mediation, user acquisition, and business intelligence make them an ideal partner for us,” says Martin Macmillan, CEO at Pollen VC. “We are excited to work together to provide mobile app businesses with the most simple and transparent financing solutions to supercharge their revenue growth in a safe and capital-efficient way.”

Appodeal and Pollen VC are jointly committed to helping mobile app businesses thrive in a competitive market. With Appodeal’s cutting-edge tools and Pollen VC’s flexible financing options, app creators can optimize their monetization strategies, accelerate user acquisition, and manage ad campaigns—all from a single dashboard. Additionally, the collaboration will enable app creators to access financial education tools, helping them make informed decisions and optimize their capital mix.

As of today, app creators and game studios can join the Appodeal Accelerator Program and, in parallel apply for a credit line with Pollen VC. The application processes are simple and straightforward, and the partnership provides all the necessary tools to evaluate metrics, set up UA campaigns, and optimize finances.

The post Appodeal and Pollen VC announce new partnership appeared first on Business of Apps.

We wanted to give you a friendly nudge – the App Growth Awards 2023 entries are about to close THIS FRIDAY.

Why should you jump in ASAP?

1. Zero Cost: Entering the awards won’t cost you a dime. It’s a golden opportunity without breaking the bank.

2. Easy Peasy: We promise it’s a breeze. Just answer 5 quick questions, and you’re in the running.

3. Shine Bright: Winning an award is like a spotlight on your company. Get ready for some well-deserved recognition.

4. Stay Ahead: Your competition is already in the game. Don’t let them steal the spotlight.

We’ve got submissions pouring in from all over the world – publishers, developers, platforms, agencies – and your company should be on that list.

Quick reminder of the categories:

– App Advertising Platform
– App Analytics Platform
– App Data Platform
– App Engagement Platform
– App Messaging Platform
– App Revenue Platform
– MMP of the Year
– ASO Company
– User Acquisition Company
– App Marketing Agency of the Year
– App Growth Innovation
– App Marketer of the Year
– Fastest Growing App
– Growth Team of the Year
– App Marketing Campaign of the Year

No entry, no shot at winning. Take a few minutes this week to send in your entry at zero cost and start prepping that victory speech.

Got questions or need a hand? Just hit us up with a reply, and we’ll sort you out.

Don’t wait – this is your last chance to be a part of the App Growth Awards 2023.

The post App Growth Awards 2023 Entries Closing This Week appeared first on Business of Apps.

Mobile app marketing’s performance is on a steady rise across industries. In 2023, 64.7% of global companies increased their mobile ad budgets compared to the previous year. For UK businesses, this number spiked to 67%, with a budget boost of over 29%. That’s according to new research from performance advertising experts Moloco. Let’s dive right in.

Performance mobile app marketing on a wave

UK-based firms increased their mobile performance ad budgets by almost 26% of the global average. Moreover, 63.2% of global firms, and 68% of UK organisations, shared plans to allocate more of their mobile ad budget to performance marketing in 2022.

Notably, performance marketing claimed a lion’s share at 45.7% in 2023, surpassing brand marketing at 41.4%. This shift underscores the widely recognised importance of performance marketing in driving sales and profits.

Companies’ allocation in the marketing budget for mobile ads: 2023 vs. 2022 comparison

Source: Moloco

Performance-driven marketing creates a positive loop by boosting user acquisition and enhancing Return on Ad Spend (ROAS).

Companies proficient in performance-driven mobile marketing programs are not just skilled but also highly content with their outcomes, giving it a solid 4.4 out of 5 rating. They attribute this success to performance marketing’s ability to effectively bring in new users, secure high-quality user acquisitions, and improve ROAS.

Performance boost is a major reason for rise in marketing budgets

Source: Moloco

Interestingly, a significant 58.2% of marketers believe that performance marketing is more effective for driving revenue growth compared to traditional brand marketing methods. Furthermore, 55.5% of marketers consider performance marketing as the key to achieving profitability, especially in uncertain economic times. This sentiment is even more prevalent in the UK, where an impressive 68.6% of marketers share this viewpoint.

Machine learning and AI are top technologies

The top criterion for choosing a mobile app performance marketing solution is advanced machine learning, garnering the coveted #1 spot. Across the globe, marketers are finding that advanced ML/AI technology takes precedence, with a substantial 37% of them selecting it as the paramount factor from a list of ten possible considerations. Following closely behind are factors such as global reach, securing second place with a 23.1% preference, and high-quality user acquisition, claiming the third spot with an 18.1% vote.

MI and AI as top marketing tech

Source: Moloco

The pivotal role of machine learning is underlined by its ability to furnish real-time, precise data for informed decision-making and the meticulous tracking of objectives. It stands as the linchpin for success in the realm of mobile app performance marketing solutions.

“The global shift in marketing from reach to results continues to gain momentum across different countries and various industries,” said Daisuke Yokokawa, Vice President, Global Marketing, Moloco. “Many mobile app marketers are aware that the secret of big tech’s success in advertising is advanced ML technology and the performance marketing solutions that they provide. This global trend is due to the clear and resounding power that mobile app performance marketing has to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.” 

Key takeaways

• In 2023, 64.7% of global companies increased mobile ad budgets, rising to 67% for UK businesses
• 37% of marketers prioritize advanced ML/AI in mobile app marketing solutions
• Performance marketing claims 45.7% of the mobile ads budget, exceeding brand marketing at 41.4%

The post 65% of companies increased their mobile ad budgets appeared first on Business of Apps.

Streaming apps are a dynamic bunch. Companies continually refine strategies to stay competitive and new data from Sensor Tower reveals the user demographic trends among major competitors in the space.

As the streaming landscape evolves, Disney+ and others are adjusting digital ad strategies. Disney+, for instance, targets mature, high-spending users by increasing ad spending on platforms favoured by this demographic. On the flip side, Pluto TV hones in on younger users, noticeably boosting investments in platforms popular among the youth. We’ll take a closer look below.

Disney+ targets older audiences

Disney+ has effectively tailored its ad strategy to attract a more mature audience. Initially focused on family-friendly content, Disney+ strategically shifted its approach by increasing ad spending on platforms such as Facebook, Instagram, and websites commonly frequented by older demographics.

This change, combined with a broadened content selection featuring more mature themes, bolstered Disney+’s appeal and contributed to the growth of users aged 45 and above.

Disney+ ad spend overview

Source: Sensor Tower

The key lesson here for other streaming platforms is clear: comprehending your audience and directing advertising efforts accordingly can significantly impact user demographics and overall growth. The strategic adaptation becomes particularly critical during times of high inflation, as it prioritises reaching customers with greater disposable income.

Growth of older streaming users among select streaming apps

Source: Sensor Tower

Pluto TV channels younger users

Pluto TV increased its ad budget on platforms that resonate with younger audiences, such as Hulu and TikTok. The company is also intensifying its efforts to compete with platforms like Netflix and Disney+. These platforms now offer more affordable, ad-supported subscription options.

Pluto TV ad spending by channel

Source: Sensor Tower

Of particular note is Pluto TV’s amplified investment in TikTok, which ranks among the top five apps where Netflix users in the US spend significant time. This indicates a keen understanding of cross-app usage patterns and could be a good lesson for app publishers and streaming rivals alike: delving into cross-app usage data and adjusting strategies accordingly can be a game-changer in the fiercely competitive streaming industry.

Key takeaways

• Disney+ boosts appeal with mature themes, reaching users aged 45+, proving tailored ads impact demographics and growth
• Pluto TV invests in TikTok and Hulu to compete with Netflix and Disney+, adapting to younger audiences
• Streaming’s future relies on understanding audiences and strategic adjustments, crucial in a competitive, ever-changing landscape