BIGO Ads has once again passed the compliance certification of the IAB Tech Lab Open Measurement SDK (OM SDK), making it one of the programmatic advertising platforms worldwide to maintain this certification for five consecutive years (2020–2025).

As a dedicated industry standard leader, BIGO Ads is committed to building a transparent advertising ecosystem that is visible, measurable, and verifiable, providing a stronger, more efficient, and trustworthy foundation for collaboration between advertisers and developers across the globe.

OM SDK certification: The global industry’s unified standard and consensus

Developed by IAB Tech Lab, the OM SDK enables consistent collection of key metrics—such as ad viewability, impression measurement, exposure duration, and user interaction—via the Open Measurement Interface Definition (OMID) across mobile and web environments.

With native support for iOS and Android, as well as a JavaScript library for mobile H5 (WebView) scenarios, the OM SDK ensures broad cross-platform compatibility. Prominent third-party verification and measurement providers such as IAS, DoubleVerify and others can directly access OMID signals without necessitating additional SDK integrations.

Equally important, the OM SDK complies with Media Rating Council (MRC)–approved methodologies. This guarantees that exposure rates, viewable pixel percentages, and related metrics align with authoritative industry standards, delivering reliability and consistency to advertisers and publishers worldwide.

Five consecutive years of certification: Commitment to enhanced transparency

Since 2020, BIGO Ads has consistently maintained OM SDK certification for five consecutive years. This achievement goes beyond technical validation, demonstrating BIGO Ads’ long-standing commitment to building a verifiable, measurable and trustworthy advertising environment amid rising demands for transparency.

For advertisers: Data precision to enhance campaign effectiveness

A unified viewability standard allows advertisers to precisely identify traffic genuinely seen by users, effectively eliminating invalid impressions, optimizing budget allocation, and improving return on investment (ROI). At the same time, by resolving discrepancies between disparate third-party SDK metrics, advertisers gain consistent cross-platform measurement, improving both transparency and control across the supply chain.

Beyond impression tracking, the OM SDK integrates multi-dimensional data including impressions, clicks, and user interactions. It provides advertisers with comprehensive insight into ad delivery and user engagement, supporting robust campaign analysis and strategic optimization.

For developers: Leveraging OM SDK support to unlock commercial potential

For developers and platforms, standardized measurement of ad visibility improves transparency and verifiability, increasing advertiser confidence and attracting campaigns with higher budgets. The OM SDK also reduces integration complexity and cost by enabling one-time integration with multi-party verification, eliminating redundant SDK implementations and boosting technical efficiency.

By supporting OM SDK, developers can strengthen their platform’s competitiveness and gain the ability to quantify and verify ad quality, fostering greater trust and enhancing negotiating leverage in commercial collaborations.

A pioneer in building a transparent global advertising ecosystem

BIGO Ads is an all-in-one programmatic platform that helps apps and brands scale globally. Powered by advanced deep learning, we optimize user acquisition and monetization to deliver smarter targeting, better ROI, and sustainable growth.

Committed to industry standards and exceptional experiences for both developers and advertisers, BIGO Ads drives greater transparency and automation. Through sustained OM SDK certification and broad compatibility with leading measurement tools, we partner with brands worldwide to build an open, transparent, and trustworthy advertising ecosystem.

Connect with the BIGO Ads Team to drive efficient, transparent, and sustainable growth.

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The global dating app industry generated over $6 billion in 2024, and is on track to hit $8.9 billion by the end of the decade at a compound annual growth rate of 6.2 percent, according to the 2025 edition of the Dating App Report.

More users from around the world are jumping on the online dating bandwagon, but the majority of revenue still comes from North America, specifically the United States. In 2024, 50 percent of revenues were generated in this region, with Europe providing 23 percent.

Dating app forecast revenues 2025 to 2030 ($bn)

Even though dating apps have been in a bit of a slump on the usage and downloads front, higher subscription pricing and newer payment models are pushing the total revenue for the industry higher. Tinder and Bumble, the two largest apps in terms of revenue and users, both stagnated in 2024.

Match Group, the owner of Tinder, Match, Plenty of Fish and several other dating apps, reported a 3.3 percent increase in revenues in 2024, its lowest growth percentage since 2018.

That said, Tinder is still the dominant dating app in terms of revenues, with 30% of all dating app revenues coming from it. Hinge, another dating app entity owned by the Match Group, generated $550 million revenue in 2024, a 38 percent increase on the previous year.

Over 300 million people use dating apps worldwide, with a growing percentage in Asia-Pacific and Africa. The average dating app user has approximately two apps that they access regularly.

Downloads for dating apps have declined since 2019, which does bode well for some of the larger apps as it suggests users are keeping them installed for longer. Smaller platforms, such as Feeld, PURE and Raya, are opening up the dating market to new experiences.

Want to learn more about the dating app industry? Our Dating App Report 2025 is packed full of charts and benchmarks to keep you informed.

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A comprehensive new study has found that music integration is now essential for app success, with 84% of users saying adding music to social content is a must-have feature.

The Music Impact Report, based on a U.S. survey, reveals that music has become a top priority for users when creating and sharing content, ranking even higher than traditional features like filters and editing tools. The findings show music directly impacts three key areas app marketers care about most: engagement, retention, and revenue.

Most striking for product teams, 69% of users surveyed said that they would pay for premium features if those features included access to popular music clips.

The report also explores how user expectations around short-form content experiences are rapidly evolving, with music now seen as fundamental rather than optional. It provides actionable insights on the personalization features users expect, including clip-level control, and demonstrates how access to popular music influences premium conversions.

Key findings include detailed analysis of why users prioritize music over other enhancement tools, how music drives measurable improvements in engagement and retention, and what specific music-related features users expect from modern apps.

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App Promotion Summit NYC is set to take place on 18th September 2025, bringing together over 300 app industry professionals for a day of networking and learning.

This year’s event features several new additions, including interactive boardroom discussions, a dedicated networking app, and an enhanced venue.

The summit will host 300+ app marketers and product leaders from major brands including The Weather Channel, Babbel, NBCUniversal, Scopely, Walmart, Lyft, and many more.

Attendees can expect insights from 30+ industry experts across four content stages, with CEOs and CMOs from companies like WeWard, Hopper, The Economist, and Fubo taking the main stage.

The event also includes specialized workshop zones, roundtable sessions, and a bustling exhibition area that’s already over 80% full.

Early bird tickets are available with savings of up to $500, though sales end next week. Visit the event’s website for more information and to save your spot today.

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Privacy regulations and user expectations have fundamentally changed the mobile advertising landscape, creating both challenges and opportunities for app publishers who know how to adapt and capitalize in this shifting environment.

On September 4th, join Verve’s SVP & GM of Marketplace Aviran Edery alongside leading industry experts for Turning Data Into Dollars: App Publishers’ 2026 Guide, a live online event designed to help you navigate and thrive in this new privacy-first era.

Aviran brings deep expertise in programmatic advertising and marketplace dynamics, having helped shape Verve’s approach to privacy-safe monetization. He’ll be joined by Singular’s CMO Stephanie Pilon, ID5’s VP of Product Davide Rosamilia, and GeoEdge’s Head of SDK Alex Yerukhimovich. Together, the speakers cover the full spectrum of the mobile advertising ecosystem.

Now, you have an opportunity to join them as they unveil exclusive findings from Verve’s 2025 In-App User Privacy Report, based on survey responses from 4,000 mobile users, with year-over-year data tracking how attitudes have shifted since 2022.

What’s on the agenda:

• What users actually want in exchange for their data in 2025 and beyond
• How users’ views on data privacy have changed in the last 12 months
• The next wave of privacy-safe measurement and monetization
• Tactical plays from top apps rethinking personalization and value exchange

The event is taking place on September 4th, make sure to save your spot here.

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Web2App is booming – FunnelFox makes it easier for mobile apps to manage web-based payments with the industry’s first all-in-one web billing solution.

FunnelFox, a US-based startup pioneering Web2App technology, today announced the launch of FunnelFox Billing, the industry’s first all-in-one solution for managing web-based payments for mobile apps. Designed to help growth teams navigate the complexity of Web2App monetization and overcome infrastructure blockers, FunnelFox Billing unifies the entire web payment flow into a single interface – from checkout to chargeback protection. Early results show a 20-30% increase in payment success rates.

Market shift driving Web2App adoption

Web2App adoption is surging as mobile developers increasingly acquire users through web funnels where subscriptions are purchased on the web before users download the app. In 2024, Web2App adoption grew by 77% YoY, while user acquisition spend in this channel rose by 54%.

Momentum has been further accelerated following a landmark US court ruling that prohibits Apple from restricting how developers direct users to external payment options on the web. Developers can now embed web-based checkout flows directly inside mobile apps – unlocking web-based subscriptions, and bypassing App Store’s 15-30% commission in favor of 3-5% web payment fees.

However, transitioning to web payments brings its own set of infrastructure challenges – managing multiple payment providers, handling chargebacks and refunds that can trigger account bans, navigating complex routing and orchestration logic. Most teams juggle six or more disconnected tools to stitch together a functioning billing stack.

“One of the most common scenarios is a payment provider account being unexpectedly blocked. In these cases, orchestration is critical – it allows to seamlessly reroute the user to an alternative provider and avoid losing the transaction,” explains Andrey Shakhtin, Co-Founder and CEO of FunnelFox. “Improving conversion from checkout to successful payment requires a full stack of coordinated actions: using local providers, switching between them, supporting region-specific payment methods, and ensuring that the logic runs without interruption.”

Solving the complexity of Web2App monetization

FunnelFox Billing solves this problem with the first fully unified solution for managing web subscriptions in one place and orchestrating web-based payments, eliminating the need for a complex stack of disconnected tools. Through a single interface, it covers the entire web payment flow: from paywalls and checkout experiences to real-time routing, fallback handling, refunds, and chargeback mitigation.

With advanced features like revenue recovery, cascading payments, smart retries, and an extended CRM layer across all payment providers, FunnelFox Billing significantly reduces operational costs and risk while increasing payment success rates. In early testing, FunnelFox clients reported a 20-30% increase in successful payment conversions. This solution helps app developers streamline their payment infrastructure, boost conversion rates, and reduce the load on support teams through automation.

“The recent market shifts in the US and the Apple ruling create exciting opportunities, but also introduce new risks. Apple still doesn’t offer tools to streamline web-based payments, and that impacts not only revenue, but user trust. The payment stack is a critical point where “loyal” money is often lost”, said Andrey Shakhtin, Co-Founder and CEO of FunnelFox. “Our mission is to help growth teams scale their apps without infrastructure blockers. FunnelFox Billing is built to account for every possible revenue leak during the payment process, unlocking up to a 30% increase in revenue.”

FunnelFox Billing is now available globally.

Pioneering Web2App

FunnelFox was founded in 2024 by Andrey Shakhtin (a Web2App expert and former growth executive at Palta, Vivid Money, MuseScore) together with Adapty.io, a revenue management platform used by over 11,000 apps with $1.9B in tracked revenue. The two products are building a complementary ecosystem for app monetization. For example, following the recent Apple ruling, they jointly launched an in-app web paywall feature.

Capitalizing on a major market shift, FunnelFox has seen strong traction. The company has achieved 13x revenue growth over the past 12 months, serving clients globally, including Zing Coach, Shmoody, Facetune, Zumba, Paired, Lifesum, Reading.com, and many others. To date, FunnelFox has processed 3+ million transactions, generated $50+ million in client revenue with an industry-leading >140% ROAS, and supports over 500 app projects worldwide.

FunnelFox is the first no-code Web2App platform and is rapidly becoming the backbone of the global Web2App ecosystem. In the coming months, the company plans to strengthen its product offering, expand its client base in the US and globally, and build strategic partnerships to accelerate adoption across the app economy.

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App Promotion Summit returns to NYC on Thursday, September 18th and we’d love to see you there.

This is your chance to join over 300 app marketers and product leaders from the world’s leading apps and brands.

Apps, brands, and games confirmed to attend include The Weather Channel, Babbel, Scopely, Walmart, Headspace, FanDuel, Lyft, The Economist, Wattpad, Audible, Realtor.com, Etsy, SoundCloud, Ralph Lauren, Conde Nast, Tinder, Quizlet, DraftKings, Elevate Labs, Peloton, WeWard, HER, Reuters, TouchTunes, Abide, BetterSleep, Dow Jones, Sago Mini, Reckitt, DIRECTV, Back Market, Citizen, NBA, Gannett, DailyPay, The Atlantic, Poshmark, and Hopper.

Industry leaders including RevenueCat, Paddle, Appfigures, Reddit, Stream, Mintegral, T-Mobile Advertising Solutions, Adapty, Gummicube, MobileAction, Superwall, Alison, Vibe, FastSpring, and AppTweak will be showcasing their products and services at the conference.

App Promotion Summit NYC will feature sessions on user acquisition, retention, monetization, and emerging growth strategies, with speakers from leading apps and platforms.

The event provides an opportunity to connect and network with senior decision-makers across eCommerce, fintech, entertainment, health, gaming, and more.

If you would like to attend APS NYC now is the time to get a ticket as the Early Bird discount ends on August 22nd. You can also join us as a partner.

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Meta Platforms, the operator of Facebook, Instagram, WhatsApp and Threads, was responsible for 60 percent of all social app revenues in 2024. The company made $160 billion from advertising revenues in 2024, with $91.3 billion from Facebook and an estimated $66.9 billion from Instagram.

That makes them the two largest social apps by far in revenue terms, although YouTube is beginning to grow its business to be competitive with at least Instagram. In 2024, YouTube generated $36.1 billion from advertising and a further $14.5 billion from subscriptions, according to data presented in the Social App Report.

Social Revenues by App 2010 to 2024 ($mm)

TikTok was, for the second year in a row, the fastest growing social platform in the world. Its revenues grew by 42.8% in 2024, which it made primarily from advertising. Commerce, which TikTok has invested heavily in in South-east Asia, has become a larger pillar of the app’s overall revenue.

Smaller apps, such as Snapchat, Pinterest and LinkedIn, all reported revenue increases and accelerated growth. X, formerly Twitter, was the only social platform in the report to see its revenues decline in 2024, as Elon Musk’s microblogging site continues to struggle to win back advertisers.

Outside of revenues, Facebook was the most used social app with three billion monthly active users. WhatsApp had the highest daily engagement, at 84.1 percent, while TikTok had the highest average time spent per user at over one hour per day.

The focus is well and truly on AI by almost all of the social apps mentioned in the report, with the metaverse and artificial reality pushed to the background. Meta and Snapchat are still working on mixed reality, but have redirected resources to AI efforts. Smaller platforms, such as Snapchat and Pinterest, have looked to ChatGPT and other foundational model developers to create their own AI services, rather than pursue it independently like Meta and X.

Want to learn more about the social app market? Check out our report, with hundreds of charts and benchmarks on the industry.

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App developers are abandoning one-size-fits-all pricing models as subscription fatigue drives the need for more sophisticated monetization strategies that account for regional differences and user psychology.

Speaking at App Promotion Summit London 2025, Jens-Fabian Goetzmann from RevenueCat presented data showing that 28% of users cancel seven-day trials within the first hour, with 60% churning within 36 hours. This early abandonment pattern has forced developers to rethink traditional subscription approaches in favor of multi-tiered systems that better match diverse user willingness to pay.

Regional purchasing patterns drive localization

RevenueCat’s analysis of global markets reveals stark differences in user behavior. North American users predominantly favor subscriptions, while East Asian markets show strong preference for one-off purchases and consumables. This has prompted apps to tailor not just pricing to local purchasing power, but entire payment models to regional preferences.

The company’s data from thousands of apps shows that 28% of users cancel seven-day trials within the first hour, with 60% churning within 36 hours. This early cancellation pattern has driven developers toward psychological pricing tactics that anchor digital purchases within higher-value mental categories.

Ten revenue growth ideas for 2025

Source: App Promotion Summit

Strategies for 2025

In the course of his presentation, Jens outlined specific strategies product owners might want to consider leveraging to boost app revenue.

He and his team recommend implementing multiple subscription tiers alongside consumable purchases to capture different customer segments, following Tinder’s three-tier model. Developers should localize pricing to reflect purchasing power and adapt payment models to regional preferences, with trials and consumables varying by market.

They also recommend utilizing Apple’s Advanced Commerce API to enable dynamic pricing and custom bundles previously impossible under standard App Store constraints.

RevenueCat also advocates psychological pricing tactics including mental accounting manipulation, aka positioning app purchases within higher-value categories like vacation expenses rather than digital goods. They also recommend leveraging effort investment through extensive onboarding or achievement systems to increase perceived value.

Jens advocates adopting gaming industry live operations for non-gaming apps, e.g. using time-limited content and seasonal events to maintain engagement. He also stressed the importance of using Apple’s consumption data features to combat refund rates, citing a 36% reduction case study.

Finally, he and his team recommend redesigning cancellation flows to offer alternatives like pauses and discounts, while implementing targeted win-back campaigns using personalized messaging.

Beyond traditional metrics

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Travel apps were responsible for over $1 trillion in value creation in 2024, with approximately 44 percent of all travel app bookings made via apps. These apps have become key in organising the various bookings that go into a successful trip, and there are plenty of apps available for each type of travel niche.

According to the Travel App Report, over 900 million people used travel apps in 2024. Since the pandemic, users are relying even more on apps to create their perfect experience, and the majority of online travel agencies have seen their revenues exceed 2019 levels.

In our market map, we cover all of the major subsectors of the industry with the top apps in each:

• Marketplace: Many travel apps now bundle hotels, flights, home rentals, car hire, and more into a single marketplace. Providers such as Booking, Expedia and TripAdvisor offer these services through their own subsidiaries and third-party partners. Google Travel takes a different approach, acting purely as a portal to other vendors and earning commission from each referral.
• Rentals: The short-term rental market has expanded rapidly over the past decade, largely driven by Airbnb and Vrbo. Newer platforms like Sonder, Sykes and Plum Guide have emerged with a more curated approach, offering stays tailored to specific styles or premium-market customers.
• Hotels: Some booking platforms remain focused on hotels. Hotels.com, HotelTonight, Agoda and trivago have partnerships with hundreds of thousands of properties, earning commission on each booking. ResortPass adds a twist, allowing users to access hotel amenities—like spas and cabanas—without staying overnight.
• Flights: Apps like Skyscanner, KAYAK and Kiwi specialise in finding the cheapest flight options, with tools to track fare trends and identify the most affordable travel days. CLEAR streamlines the airport experience by consolidating required documents in one app.
• Event Booking: For those travelling for entertainment, apps like Ticketmaster, StubHub and Eventbrite are go-to platforms for booking events. Meanwhile, GetYourGuide, Headout and Klook offer tickets to top attractions and guided tours in many major cities.
• Restaurant Booking: Finding great local food is a key part of travel. Apps like OpenTable, Yelp, Resy and TheFork help diners reserve tables while offering user reviews and ratings to avoid tourist traps.
• Taxis: Navigating a new city can be tricky, but taxi and ride-hailing apps make it easier. Uber is the most widely available, while Lyft, Bolt, FreeNow and inDrive serve specific regions where they are popular and reliable.
• Car Rental: Renting a car is another flexible option. Sixt, Turo and Avis offer vehicles of all types, while Zipcar uses a map-based system (similar to Lime and Bird) for hourly or daily car rentals.
• Planners: Organising a multi-stop trip can be stressful, but apps like TripIt, Wanderlog and Allyz help users plan day-by-day activities. Rome2Rio, Moovit and Roadtrippers assist with mapping out routes and identifying the best transport options.
• Maps: For finding your way, classic mapping apps like Google Maps, Waze and Citymapper provide directions and real-time data. AllTrails is ideal for hikers, offering curated walking routes and a community of outdoor enthusiasts.
• Trackers: Want to know where your flight is? Flightradar24, Flighty and FlightAware let you track flights in real time. Interrail and NextBus provide similar tracking for rail travel in Europe and buses in U.S. metro areas, respectively.
• Translation Tools: If you’re rusty on your language skills, translation apps like Google Translate, iTranslate and DeepL offer quick and effective help in real time.
• Money Transfer: Avoid hefty transaction fees abroad with services like Revolut, Wise and Remitly, which offer low-cost or fee-free international spending.
• Weather: Apps like The Weather Channel, AccuWeather and the Met Office provide accurate forecasts to help you pack appropriately and plan ahead.
• Luggage: To keep tabs on your bags, Airtag and Tile offer GPS-enabled tags with real-time tracking. If you need to stash your luggage while exploring, Bounce and StowYourBags help locate nearby storage options.

Download the Travel App Market Map here to get a comprehensive view of the market and all of the top apps. 

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The partnership aims to boost the foundation’s HerVenture’s app’s reach among women entrepreneurs in Nigeria.

Leading app growth agency Yodel Mobile by NP Digital has announced the Cherie Blair Foundation for Women as the latest partner in its pro-bono charity app marketing initiative. The partnership aims to enhance HerVenture, the Foundation’s free, award-winning mobile learning app designed to support women entrepreneurs.

Yodel Mobile will provide comprehensive App Store Optimisation (ASO) support, at no cost to HerVenture, to boost HerVenture’s visibility and conversion in the Nigerian app store, a key growth market for the app.

Developed by the Cherie Blair Foundation for Women, HerVenture offers personalised, bite-sized business training on topics like launching a business, managing finances and eCommerce as well as access to a network of peers and local events, creating a strong community of female founders.

Their innovative approach makes business education accessible to underserved communities, aligning perfectly with Yodel Mobile’s commitment to supporting impactful products that drive social change.

Arazoo Kadir, Agency Growth Director at Yodel Mobile, said, “We’re excited to leverage our expertise to empower HerVenture’s mission of uplifting women entrepreneurs. Our charity initiative first launched in 2019 and reflects our dedication to levelling the playing field in the digital ecosystem, particularly for underrepresented communities. We’re proud to offer our expertise to drive app growth where it matters most.”

“We are thrilled to collaborate with Yodel Mobile through this generous initiative,” said Emily Scott, Director of Programs and Impact at the Cherie Blair Foundation for Women. “Their support will be instrumental in helping us expand our reach and deepen our impact in Nigeria, where many women entrepreneurs lack access to traditional training and mentorship opportunities.”

This year’s initiative, which kicked off in June 2025, will run for six months. The ASO programme will focus on optimising HerVenture’s app store listing for the Nigerian market through tailored localisation, enhancing visibility and conversion in a region where the app has the potential to transform thousands of lives.

This partnership forms part of Yodel Mobile’s wider pro-bono programme, which includes two annual initiatives: one supporting charitable organisations, and another dedicated to empowering Black founders. Each year, a small number of purpose-driven apps are selected through an open call to receive expert marketing support. Past participants include Breast Cancer Care, My House of Memories, Legendary Rootz and UGeo.

Founded in 2007, Yodel Mobile specialises in full-funnel mobile marketing strategies, including app store optimisation (ASO), paid media management, retention, engagement and monetisation strategies. Now part of NP Digital, the agency has driven success for leading brands such as B&Q, UKTV, Afterpay, Yodel Delivery and TUI.

The past year has marked a period of significant momentum for Yodel Mobile, with rapid global expansion, major client wins, and global recognition, including the Sunday Times Best Places to Work 2025, App Marketing Agency of the Year 2024, Most Effective ASO Campaign 2023, and a spot on the Culture 100: Greatest Places to Work 2024.

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In today’s rapidly evolving mobile landscape, building a successful app requires navigating an increasingly complex ecosystem of tools and technologies.

Modern development demands expertise across multiple domains — from backend infrastructure and testing pipelines to distribution strategies and cross-platform frameworks.

User expectations have reached unprecedented heights while the market grows more competitive daily. Choosing the right development stack has evolved far beyond simple coding decisions to become a critical strategic differentiator.

Yet the app development space has become more fragmented and overwhelming than ever before. With hundreds of platforms, frameworks, and services available, development teams face decision paralysis. Finding the right combination of tools that work seamlessly together requires cutting through endless vendor noise to identify solutions that actually deliver on their promises.

To help development teams make sense of this complex landscape, we have curated the App Development Ecosystem Market Map 2025.

This comprehensive resource highlights the leading platforms across essential development categories, including:

Mobile App Development Agencies

Low- & No-code Development

Mobile App Frameworks

Backend & Cloud

Testing & CI/CD

App Distribution & Stores

With the right development stack, teams can focus on building exceptional user experiences rather than wrestling with technical complexity and tool integration challenges.

Download the App Development Ecosystem Market Map 2025 — available in PNG or PDF format, including a landscape version perfect for team planning sessions and strategic discussions.

The post Introducing the App Development Ecosystem Market Map 2025 appeared first on Business of Apps.

App success through innovative scaling

Source: App Promotion Summit

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TikTok’s revenue surged to $23 billion in 2024, captured in the latest edition of our TikTok App Report, making it the fourth largest social app by revenue behind Facebook, Instagram and YouTube.

The majority of this revenue came from its advertising platform, which generated $17 billion in 2024. In-app purchases and commerce are the other two revenue pillars for TikTok, each generating over $2 billion for the app.

TikTok revenue by type 2018 to 2024 ($mm)

TikTok’s commerce division had another excellent year, selling over $30 billion in gross merchandize volume. This growth has come primarily from South-east Asia, where it has Indonesia’s Tokopedia to continue operating its ecommerce platform in the country.

Even with the threat of a ban in the US and other countries, TikTok continued to grow in 2024, adding 98 million users. It did not lose users in the US either, indicating that users do not see the warnings of Chinese government interloping as credible.

The situation in the US has not effected ByteDance’s valuation either, with the company’s value on the private market reaching $400 billion in 2024. It should be noted that the majority of ByteDance’s revenue and profit comes from the Chinese market.

Even with TikTok’s fate in the US market still in limbo, the app has carried on growing in all regions. We anticipate that revenues will surpass $30 billion in 2025, pushed ahead by its advertising platform and the continued growth of its ecommerce vehicle.

Want the latest benchmarks and app metrics on TikTok? Check out our full report here. 

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App Promotion Summit Berlin is calling for speakers to join industry leaders from Babbel, Flink, Bolt, Omio, Freeletics, and Vinted at this year’s premier app growth event.

The summit, taking place on November 27th at Hotel Adlon, brings together app marketers and product experts to share cutting-edge growth strategies and tactics.

We are now are seeking exceptional speakers with diverse backgrounds across the entire app ecosystem, from eCommerce and travel to finance and from user acquisition to product marketing and CRM.

Speaking opportunities range from main stage presentations to workshops, panels, and interactive discussions.

This year’s program focuses on six key themes: embedding AI in app marketing, world-class retention, user acquisition 2.0, channel diversification, product excellence, and revenue growth.

Speakers will have the opportunity to share their insights with the app growth community, supercharge their personal brand, and expand their professional network. Additionally, speakers will receive professional photos and video of their stage presentations.

Interested professionals can submit applications through the form to propose talks, workshops, or roundtable discussions.

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App marketing teams are embracing a more pragmatic approach to data analysis, prioritizing business outcomes over statistical significance as industry leaders advocate for “data-powered” rather than “data-driven” decision making.

Speaking at App Promotion Summit London 2025, Simon Thillay, Head of ASO Strategy & Market Insights at AppTweak, outlined how marketing teams can make confident decisions even when statistical certainty remains elusive—a challenge that has long plagued App Store Optimization efforts.

The A/B testing disconnect

Thillay’s presentation addressed a persistent industry problem: why A/B test results often fail to match real-world performance after implementation. Using interactive polling with the audience, Thillay demonstrated how statistical uncertainty increases dramatically as confidence intervals widen, making decision-making progressively more difficult even when underlying performance differences may be minimal.

“Most of the time, we keep having results that don’t appear to match what we observe after we apply the winning result,” Thillay explained, drawing from eight years of experience in App Store Optimization and growth marketing.

The sensitivity analysis foundation

Before diving into complex statistical measures, Thillay advocated for sensitivity analysis as a first-line assessment tool. The method involves calculating how a single additional data point — one more impression or install — would change key metrics like conversion rates.

He showed how one install from four impressions yields a 25% conversion rate, but adding just one more impression could shift that rate to either 40% (if it converts) or 20% (if it doesn’t). This dramatic variation immediately signals when sample sizes are too small to support confident decision-making.

“That’s a great way to visualize how shaky the ratio you’re looking at is at the moment,” Thillay noted, while acknowledging the method’s limitations for high-traffic applications where thousands of daily impressions make rapid fluctuations more complex to assess.

Moving beyond P-values

While P-values remain useful for binary decisions about statistical significance, Thillay argued that confidence intervals provide superior practical value for marketing teams. Rather than a simple yes-or-no answer about significance, confidence intervals offer visual representation of uncertainty and enable planning around best- and worst-case scenarios.

The distinction proved crucial in a real-world Apple Ads example Thillay shared. With a current bid of $1 and 20% conversion rate yielding $5 cost-per-install, a CMO’s requirement for positive return on ad spend after one month (with $4 user revenue) would typically suggest lowering the bid to $0.80.

However, when factoring in the confidence interval showing conversion rates between 19-21%, the worst-case scenario could still result in $4.21 cost-per-install at the $0.80 bid level. By incorporating this uncertainty, the team could adjust to a $0.76 bid, ensuring profitability across the entire confidence range.

The incrementality challenge

Beyond comparing different time periods, Thillay addressed the critical question of separating genuine marketing impact from seasonal effects — what he terms the “incrementality” challenge. This involves creating baseline predictions that account for yearly seasonality, weekly patterns, ongoing growth trends, and specific events.

“When we talk about incrementality, we want to compare not the improvement we’ve seen, but rather say, what is the improvement we’ve seen that is an improvement we wouldn’t have seen if we hadn’t done anything,” he explained.

The methodology proved its value in analyzing Amazon Prime Video’s performance after adding Taylor Swift’s Eras Tour to their platform. Using AppTweak’s statistical calculator, the analysis showed a 22% increase in revenue estimates the day after the concert was added — an impact that could be clearly attributed to the content addition rather than seasonal variations.

Practical applications across marketing functions

Thillay detailed how these statistical approaches apply across various marketing scenarios, from evaluating in-app events and major updates to assessing Custom Product Page performance in Apple Ads campaigns. Importantly, he emphasized that finding non-significant results can be equally valuable for strategic decision-making.

In one case, a client experienced a significant drop in app average rating that correlated with decreased downloads. While the natural assumption pointed to causation, statistical analysis revealed the download decrease fell within expected seasonal variation ranges. This insight helped redirect resources toward both rating improvement and alternative growth strategies rather than focusing solely on review management.

The speed vs. precision balance

Perhaps most importantly, Thillay challenged the industry’s obsession with statistical significance, arguing that business context should determine acceptable uncertainty levels. Using another bidding example, he demonstrated how a seemingly large confidence interval (conversion rates between 50.4% and 69.6%) translates to much smaller practical variations at scale.

With 10,000 daily taps, the bid variation drops to just 1.5 cents, often negligible compared to the cost of delayed decision-making. “You don’t need to have statistical significance all the time,” Thillay emphasized. “You need to consider what’s the outcome, at what level you’re actually able to start saying: okay, it’s not perfect, but it’s good enough for us to make a decision.”

Tools and implementation

Recognizing that statistical expertise isn’t universal among marketing teams, Thillay advocated for leveraging online calculators and AI tools like ChatGPT for analysis support.

“You don’t need to know the math to actually use the statistics,” he noted.

The data-powered philosophy

Thillay’s presentation concluded with a crucial distinction between being “data-driven” versus “data-powered.” Rather than allowing data to make decisions automatically, Thillay advocated for using statistical insights to inform decision-making while maintaining focus on practical business outcomes.

“Focus on outcomes, not statistics,” he advised. “Statistics should inform your reporting and decision making, but the practical outcomes are what should determine how you make your decisions.”

This pragmatic approach acknowledges that even with sophisticated statistical analysis, App Store Optimization often reduces decisions to simple binary choices — keep current creative assets or change them — regardless of whether improvements are modest or substantial. The key lies in understanding what level of uncertainty teams can accept while maintaining competitive agility.

As mobile marketing becomes increasingly complex, Thillay’s framework offers a balanced approach: embrace statistical rigor where it adds value, but don’t let the pursuit of perfect data prevent timely, informed decision-making. The goal isn’t statistical perfection, rather better business outcomes through smarter use of available data.

Catch Thillay’s full session here.

The post ASO leader advocates ditching statistical perfectionism for faster growth appeared first on Business of Apps.

The 2025 edition of the Food Delivery App Report is now available, with key insights into the market and new data on how the industry and the many players in it performed in 2024. Here are some of the highlights:

1. Revenue Growth Continues Despite Market Maturity

• Global food delivery revenues rose 15.5% to $114.5 billion in 2024.
• The grocery delivery market also hit a new peak at $22.8 billion, recovering from its post-pandemic slump.
• Despite inflation and reduced freebies, users are still spending—though at a slower rate than the pandemic boom.

2. Emerging Markets Are Driving Growth

• South America saw 31.2% growth, led by apps like iFood, Rappi, and PedidosYa.
• South-east Asia jumped 20%, while India reached $3.3 billion with strong performances from Zomato and Swiggy.
• China remains the largest market globally, generating $40.2 billion in revenue.

3. Market Consolidation and Shake-ups

• Major shifts include DoorDash surpassing Meituan in market valuation ($100bn), and Uber Eats overtaking Meituan as the top-grossing single app.
• Grubhub, acquired by Wonder Group for 90% less than Just Eat paid, reflects falling valuations, especially for rapid-delivery startups.
• Consolidation is expected to continue, especially in Latin America and South-east Asia.

4. Profitability Is Finally Emerging

• After years of losses, DoorDash posted its first annual net profit at $117 million and Deliveroo also achieved profitability at £12.2 million.
• Uber Eats continued building on its profitability streak with $2.4 billion adjusted EBITDA.
• Others, like Just Eat Takeaway and Swiggy, remain in the red.

5. Changing Consumer Behaviour and App Usage

• User base surpassed 1.6 billion globally, but churn rates remain high across the industry — over 95% stop using apps within two weeks.
• App downloads increased by 7.4%, but are still below 2021 levels.
• Subscription models are growing: DoorDash leads with 22 million premium subscribers.

—

Read more about the food delivery app market in our new report, available here.

The post Five takeaways from the 2025 edition of the Food Delivery App report appeared first on Business of Apps.

Mobile video advertising faces challenges with measuring genuine user intent as click-through rates reach unprecedented levels, with industry analysis suggesting that accidental clicks may be driving a significant portion of app installs while authentic user engagement becomes more difficult to track.

Speaking at App Promotion Summit London 2025, Tomás Yacachury, Strategic Partnerships Manager and Supply Lead at Kayzen, presented findings showing that video ad click rates have increased from 10-20% around three years ago to over 80% today, especially on iOS — a trend he attributes to interface changes that may increase accidental interactions.

The accidental click challenge

According to Kayzen’s analysis of programmatic advertising data, these elevated click-through rates don’t necessarily indicate improved user engagement. In one case study using heatmap analysis, the company found that 75% of unintentional clicks concentrated around skip buttons drove 13% of actual app installs.

The trend stems from evolving practices across the mobile advertising ecosystem that have developed over recent years. Publishers have shifted from clickable CTA buttons to full-screen clickable areas while skip buttons have become smaller and harder to target accurately. Skip delays now vary across platforms, from three seconds on Chartboost to eight seconds on AppLovin, extending the period during which users might accidentally interact with ads.

iOS’s SKOverlay adds additional complexity by creating interactions that ad exchanges cannot directly track.

When high performance masks poor engagement

Heatmap analysis of interactive video ads revealed the stark reality behind these inflated numbers. While users intentionally clicked on call-to-action buttons and engaging creative elements, the overwhelming concentration of interactions occurred around skip buttons, generating accidental clicks that nonetheless drive attribution wins.

Kayzen’s analysis suggests that the majority of impressions will register some form of click interaction. This creates attribution scenarios where impressions with potentially accidental clicks may win attribution over other touchpoints that represent more deliberate user engagement, leading to what Yacachury described as cannibalization of genuine engagement.

Beyond the broken click

Kayzen’s response to this ClickStack challenge — Yacachury’s play on ‘needle in a haystack’ — involves interactive end cards that track granular engagement metrics beyond clicks, measuring session duration, scroll depth, quiz completion rates, and interaction timestamps. Early implementations show promise for identifying genuine user interest through progressive targeting sequences that don’t rely on potentially accidental clicks.

The findings highlight a fundamental challenge facing mobile app marketers today. When success metrics become divorced from actual user intent, campaign optimization may be chasing the wrong signals entirely. As the industry grapples with these inflated engagement rates, the search for authentic user signals has never been more critical.

Catch Yacachury’s full session here.

The post Mobile video ad click rates surge, raising questions about user intent appeared first on Business of Apps.

Not long ago, reaching audiences online was relatively simple: create an ad, place it, and watch it work.

But today’s digital landscape tells a different story. As the environment grows more cluttered and complex, with rising costs and shifting user behavior, what once worked is no longer enough.

Browsers present an alternate channel for brands to reach incremental users at scale, right from their start page.

VEVE has put together this guide to break down the vast universe of browsers, what makes them an effective touchpoint, and how brands can get started with advertising on them.

What’s in the guide:

• The business case for diversifying into browser advertising
• What makes browser inventory unique and incremental
• Frameworks to identify whether browsers are a good fit for your brand
• How the biggest brands are leveraging browsers to shorten the customer journey
• Real results: success stories, testimonials, and proven strategies
• How to get started with your brand’s first browser ad campaign

Download your copy of the guide here.

The post Top apps and brands are turning to browsers for new users appeared first on Business of Apps.

App Promotion Summit NYC has announced its 2025 agenda, featuring 30+ speakers across 20+ sessions. Taking place on September 18th at 360 Madison, the summit will cover everything around growing and scaling apps, with sessions on AI integration in app marketing, product-led growth, retention, user acquisition, revenue growth, and more.

This year’s expanded format includes four content tracks, featuring insightful talks, panel discussions, deep-dive workshops, and a new Roundtable Zone with interactive sessions for sharing app marketing insights.

Agenda highlights:

• Growth Beyond User Acquisition: How Hopper Leveraged its Product to Accelerate Growth – Makoto Rheault-Kihara, VP of Growth, Hopper
• Case Study: How we Supercharged ASO at Sago Mini – Colton Kaufman, Product Marketing Specialist, Sago Mini
• How can Celebrity Collaborations Scale Apps? – Yves Benchimol, CEO & Co-Founder, WeWard
• How The Economist App Became a Top Revenue Driver – Katerina Clark, Head of Optimizations, The Economist
• UGC vs AI Actors: Where to Invest? – Diogo Martins, Growth Marketing Manager, DraftKings
• How AI is Impacting Consumer Subscription App Growth – Phil Carter, Growth Advisor, Elemental Growth

The post App Promotion Summit NYC agenda is now live with 30+ speakers appeared first on Business of Apps.

Mobile app marketers are witnessing a seismic shift in campaign performance as artificial intelligence systems demonstrate the ability to deliver dramatic revenue increases without human oversight. New data from SplitMetrics, presented at App Promotion Summit London 2025, reveals that AI-powered optimization achieved a 55% increase in return on ad spend while maintaining identical budgets, marking a watershed moment for automated marketing.

“We’re seeing something unprecedented,” said Thomas Kriebernegg, AI Marketing Leader, General Manager at SplitMetrics, during his presentation to a room of spellbound app marketers. “The same input, the same money, but 55% more revenue. And crucially, no humans were involved in the optimization process.”

The breakthrough comes as mobile app advertising reaches a critical juncture, with marketers increasingly overwhelmed by the complexity of managing campaigns across multiple platforms while competition for user attention is intensifying by the day.

The performance breakthrough

The numbers tell a compelling story that extends far beyond a single success metric. SplitMetrics’ case studies showed AI systems consistently maintaining target cost-per-acquisition levels even as marketing managers became “more greedy” and repeatedly lowered their targets. AI technologies proved capable of adapting in real-time, never overstepping budget constraints while continuously improving performance.

But perhaps most striking was the volatility reduction. Traditional Apple Search Ads campaigns experience significant fluctuations in performance, requiring constant manual adjustments and monitoring. The AI-managed campaigns showed markedly smoother performance curves, eliminating the peaks and valleys that typically plague ASA campaigns.

One campaign tracked over several months revealed the AI system’s responsiveness to changing business requirements. As the marketing team repeatedly adjusted their target CPA downward, the system adapted seamlessly, maintaining performance consistency that would typically require a team of specialists working around the clock.

App growth and AI: Understanding the potential and limits

Source: App Promotion Summit

The always-on advantage: 60+ market signals processed every second

Picture this: while a human marketing manager checks their dashboard once or twice daily, an AI system processes 60 distinct market signals every second. Search popularity shifts, competitor bid changes, impression volume fluctuations, keyword performance variations – all feeding into decision-making algorithms that operate at machine speed.

“The data layer is where the magic happens,” explained Andrey Rekalo, Director of Data & AI at SplitMetrics. “We’re combining external market intelligence with proprietary performance data to create a real-time understanding of market dynamics that no human could possibly maintain.”

Importantly, this isn’t just about processing more information faster. The AI systems identify patterns across multiple data streams simultaneously, correlating search trend changes with competitor behavior, seasonal fluctuations with user acquisition costs, and historical performance with emerging opportunities. Where human marketers might spot one or two relevant trends, AI systems weave together dozens of signals into actionable insights.

The technical architecture resembles a sophisticated early warning system. Market shifts that might take human analysts days to identify and weeks to act upon are detected and responded to within minutes. Bid adjustments happen automatically, budget reallocation occurs in real-time, and strategic pivots execute without human intervention.

The 90% revolution, or why AI won’t replace app marketers

Here’s the reality check that every marketing professional needs to hear: AI solves 90% of optimization problems, but that final 10% remains stubbornly human. And in an industry where marginal gains determine success or failure, that 10% matters enormously.

Consider, for example, what ChatGPT can and cannot do for App Store Optimization. Ask it to write product descriptions, and you’ll get solid results. Request multiple headline variations, and it delivers efficiently. But instruct it to optimize a Google Play long description while incorporating specific keywords, maintaining character limits, and preserving brand voice? The system struggles with this multi-layered complexity.

The same limitation applies to emotional campaign development. AI excels at generating functional copy but fails at creating the breakthrough ideas that drive viral adoption. It can brainstorm features but cannot solve fundamental product-market fit challenges. The technology augments human creativity rather than replacing it.

“Think of AI as a brilliant intern who never sleeps, never complains, but occasionally spills coffee on your keyboard instead of pouring it into your cup,” Rekalo noted. “Supervision remains essential.”

This creates an interesting professional evolution. Marketing roles are shifting from manual execution toward strategic oversight. Instead of spending hours adjusting bids and analyzing performance data, marketers focus on goal-setting, creative strategy, and interpreting AI-generated insights. The work becomes more strategic, less tactical.

Immediate opportunities

For marketing professionals wondering when this transformation will affect their work, the answer is now. The technology is already actively managing campaigns and delivering results.

The skills that become more valuable are strategic thinking, creative problem-solving, and business objective translation. Technical campaign management skills remain relevant but shift toward AI system oversight rather than manual execution. Understanding how to effectively collaborate with AI systems becomes as important as traditional marketing expertise.

Marketing managers should begin experimenting with AI-powered optimization tools, starting with lower-risk campaigns to understand capabilities and limitations. The learning curve involves understanding when to trust AI decisions and when human intervention remains necessary.

Industry experts recommend developing AI literacy, i.e. a practical understanding of how AI systems work, what they can and cannot do, and how to maximize their effectiveness. This knowledge will increasingly differentiate successful marketers from those struggling to adapt.

The mobile app marketing industry stands at an inflection point. The 55% revenue improvements and operational transformations demonstrated at APS London suggest AI integration is fundamentally changing how app marketing works. For professionals willing to embrace this change, the opportunities are substantial. For those who resist, the competitive disadvantage may prove insurmountable.

The post AI delivers 55% revenue boost for app marketers appeared first on Business of Apps.

Join Yodel Mobile by NP Digital on Wednesday, 10th July at 3:30 pm BST for Cracking the Algorithm: How AI is Rewriting App Store Success, a free webinar designed to help you future-proof your ASO strategy in the age of AI.

AI is expected to grow at an annual rate of 36.6% through to 2030 [Grand View Research], transforming nearly every industry, including app stores. As Apple and Google increasingly rely on AI to power search, rankings, and recommendations, your ASO strategy must evolve too.

What will you learn?

This webinar explores how AI is transforming the world of App Store Optimisation. Yodel Mobile experts will uncover what’s changing in app store algorithms – from search intent to natural language processing – and share practical tips for adapting your ASO strategies in this new AI-driven landscape.

You’ll also learn how to leverage AI tools for smarter keyword research and discover actionable insights to boost visibility and drive more conversions.

Yodel Mobile experts will guide you through:

• How AI is reshaping App Store and Google Play algorithms
• Key changes in user behaviour and algorithm interpretation
• Tactical ways to evolve your ASO for 2025
• Tools and techniques to enhance keyword research and improve conversion rates

Who will you hear from?

You’ll be joined by leading ASO and app marketing experts from the Yodel Mobile team, who have supported hundreds of apps through growth and transformation:

• Igor Blinov, ASO Director at Yodel Mobile
• Nat Abell, Senior ASO Manager at Yodel Mobile
• Arazoo Kadir, Agency Growth Director at Yodel Mobile

Have questions? We’ve got answers.

We’ll wrap up the session with a live Q&A – your opportunity to ask anything and everything about adapting your app growth strategy for the future. You can even submit your questions in advance when you register.

Spaces are limited, so don’t miss your chance to gain an edge in a rapidly changing app store ecosystem. Register now.

The post Is your ASO strategy ready for the rise of AI? appeared first on Business of Apps.

Yodel Mobile by NP Digital, the award-winning app marketing agency, has today announced its partnership with Zenni Optical, America’s largest online eyewear retailer, to unlock mobile growth across the U.S. with a sharp focus on data-led decision-making and performance reporting.

Founded in 2003, Zenni Optical disrupted the eyewear industry with a bold mission: to make high-quality, stylish vision care affordable and accessible to everyone. Over the past 22 years, they have delivered on that promise, bringing affordable eyewear to millions worldwide and establishing itself as a leader in direct-to-consumer eyewear. 

Through a full-service mobile growth strategy, spanning App Store Optimization (ASO), user acquisition, creative strategy, and mobile consulting, Yodel Mobile will accelerate the growth of Zenni Optical’s mobile app and support its ambition to become the leading app-based eyewear retailer in the U.S. 

“Partnering with Zenni Optical is genuinely exciting for us,” said Mick Rigby, CEO of Yodel Mobile. “As a company that lives and breathes mobile growth, we immediately saw the opportunity in their app. We understand how complex it can be to turn data into actionable growth, and we’re thrilled to roll up our sleeves and help Zenni unlock the next phase of mobile success.”

Yodel Mobile’s support will span both iOS and Android.

Founded in 2007, Yodel Mobile by NP Digital is a specialist in full-funnel mobile marketing, offering services across App Store Optimization (ASO), paid media, retention and engagement, and monetization strategies. Acquired by NP Digital in 2025, the agency has delivered success for brands including B&Q, Gymshark, UKTV, Afterpay, Yodel Delivery, and TUI.

“We were very impressed with the Yodel Mobile team throughout the entire RFP process” added Amanda Beamish, Head of Performance Marketing at Zenni Optical. “It was evident they would be the right partner for us as they provided thoughtful and specific strategic recommendations that were really aligned with the needs of our unique business and goals.”

Over the past few years, Yodel Mobile has experienced a period of rapid growth, marked by global expansion, major client wins, and significant industry recognition, including being named as one of the Sunday Times Best Places to Work 2025, App Marketing Agency of the Year 2024, Most Effective ASO Campaign 2023, a earning a place in the Culture 100: Greatest Places to Work 2024.

The post Zenni Optical appoints Yodel Mobile to lead full-funnel mobile growth strategy appeared first on Business of Apps.

As mobile developers across global markets face increasing obstacles in Android app distribution, Progressive Web App (PWA) technology is gaining traction as a viable alternative to traditional channels such as app stores and APK downloads.

According to recent data from ROIBest, an infrastructure provider specializing in Android PWA deployment, developers are now re-evaluating their distribution strategies in light of unpredictable review policies, mounting commission fees, and installation friction caused by tightening system security.

Android app distribution: Limited options, rising costs

Across most regions, developers seeking to distribute Android apps typically rely on one of three options: Google Play and other app stores, direct APK downloads, or web-based H5 distribution.

Each presents its own challenges:

• App stores: While offering large user bases, platforms such as Google Play often operate under opaque policy enforcement and require a 30% revenue share on in-app purchases. Apps may be removed without warning, leaving developers without recourse.
• APK distribution: Security-related OS updates have made APK installation more difficult, with many users abandoning downloads due to repeated system warnings or trust issues.
• H5 pages: Though easy to access, H5 pages often lack offline support, brand presence, and the ability to retain users long term.

These pressures have prompted a shift toward PWAs, which offer greater control over both the technical and commercial aspects of app delivery.

What makes PWA a viable replacement?

PWA technology combines the flexibility of web development with the user experience of native applications. Unlike traditional apps, PWAs are accessible via a browser and can be added to a device’s home screen without requiring installation from an app store.

Key advantages include:

• No app store review: Developers can publish and update apps without undergoing approval processes;
• Reduced user friction: Users are not prompted with security warnings and can add PWAs to their device with a few taps;
• Offline functionality: Service worker caching allows the app to function without an internet connection;
• Developer-controlled payments: PWAs support native payment integrations, allowing developers to retain full revenue;
• Cross-platform reach: A single PWA build can run across Android, iOS, Windows, and macOS browsers.

ROIBest PWA permanent package: Addressing distribution realities

To support the growing number of developers turning to PWA, ROIBest has launched its Android PWA Permanent Package. The offering is tailored to developers in high-growth categories such as gaming, social apps, and short-form entertainment.

The solution includes a number of features designed to improve stability and return on investment:

• Smart traffic deduplication: Identifies and filters out repeat users across multiple ad channels to optimize spend;
• Exit intent triggers: Displays lightweight prompts when users attempt to abandon the landing page, improving conversion rates by up to 10%;
• Secure infrastructure: Employs domain isolation, code obfuscation, and a rotating pool of clean URLs to reduce the risk of ad platform flagging or malicious interference;
• Anti-hijacking protections: Ensures all user clicks resolve to the correct landing page using dynamic code segmentation;
• Integrated push recall: Enables time-based re-engagement campaigns for users who abandon the funnel or install the app without launching it.

Industry shift

With Android 14 and 15 rolling out rapidly, older app versions are increasingly prone to compatibility issues and heightened policy scrutiny. Developers facing repeated rejections or takedowns are now adopting PWA models to decouple from platform constraints.

“Many of our clients were looking for a more resilient framework after experiencing policy-related disruptions,” said a ROIBest product strategist. “PWA helps them maintain control of their distribution while improving long-term engagement.”

As adoption grows, experts say PWA may evolve into a standard for mobile web deployment, particularly in markets with high advertising competition and tight compliance regulations.

For more information about ROIBest’s infrastructure and PWA tools, visit roibest.com.

The post PWA technology emerges as a stable alternative amid Android distribution challenges appeared first on Business of Apps.

New data reveals massive untapped revenue opportunity as post-Epic Games legal changes enable alternative payment strategies.

Mobile app developers are leaving significant revenue on the table by focusing exclusively on in-app acquisition channels, according to new research presented at a recent Business of Apps online event. Data from payment platform Paddle shows that users acquired through web funnels have only a 15% overlap with those acquired on mobile platforms, indicating that 85% of a potential web audience remains completely untapped by mobile-only strategies.

The findings, shared by Lucas Lovell, VP of Product at Paddle, come as legal changes following the Epic Games v. Apple case have opened new possibilities for iOS apps operating in the United States to bypass Apple’s traditional 30% commission by directing users to web-based payment systems.

Major apps already capitalizing on web acquisition

Several high-profile companies have already begun leveraging web acquisition strategies to expand their user bases. Noom and Flo Health are among the notable adopters using web channels to reach new audiences while improving attribution capabilities that aren’t subject to Apple’s privacy restrictions.

“We’re very much in an experimentation phase,” Lovell said during the presentation. “Some companies are winning, some are still struggling to make it work.”

Early results show dramatic variance

Companies experimenting with app-to-web payment strategies are seeing wildly different outcomes, with results ranging from a 190% positive impact on average revenue per user to a 38% negative decline, depending on implementation approach.

SuperWall, a mobile paywall builder, reported a slight conversion dip but achieved a 20% increase in net proceeds for companies previously paying Apple’s 30% fee. Meanwhile, Stoic, a Paddle customer, experienced only a 5% conversion drop while achieving a 15% overall revenue increase.

The variance in results highlights that success requires more than simply adding a “pay on web” button to existing paywalls.

Beyond fee avoidance: Multiple strategic advantages

While avoiding Apple’s 30% commission initially attracts companies to web-based payment systems, many are discovering additional benefits that extend far beyond cost savings:

• Billing flexibility: Companies can offer complex bundling, special promotions, and flexible discounting impossible within App Store frameworks
• Improved cash flow: Revenue access within days rather than waiting a month or more for App Store payouts
• Customer relationship control: Direct communication with users and sophisticated retention strategies
• Attribution clarity: Web funnels aren’t subject to Apple’s privacy restrictions, enabling better ad optimization

“The web as a platform to monetize your customers is unrestricted in terms of the billing and pricing models that you can deploy,” Lovell noted.

Implementation challenges require strategic approach

Despite the opportunities, transitioning to web payments introduces significant operational complexity. Companies must suddenly handle responsibilities previously managed by Apple, including sales tax compliance across jurisdictions, fraud prevention, chargeback handling, and payment method localization for different markets.

“If you’re using traditional payment processors, all of that operational complexity will suddenly be your responsibility once you’re outside of the App Store,” Lovell warned.

However, the initial resource requirements remain manageable. According to Lovell, “a growth marketer paired with an engineer can sort of get this up and running within a few days,” though companies planning to scale their experimentation will need dedicated growth teams or specialized partners.

The post Mobile apps are missing 85% of their potential audience by ignoring web acquisition appeared first on Business of Apps.

ConsultMyApp and APPlyzer have joined forces to launch APPlyzer Chat. The world’s first conversational app marketing analyst, powered by OpenAI’s GPT-4.1.

Designed to simplify and supercharge ASO, this innovative tool delivers real-time, expert-level insights in seconds. No dashboards, no endless charts. Just ask and get razor-sharp answers instantly.

Built on a foundation of ConsultMyApp’s industry leading ASO expertise, GPT-4o Turbo image analysis and APPlyzer’s global live data from over 150 countries, APPlyzer Chat is a must have research assistant for any app marketing team.

What makes APPlyzer Chat different?

Conversational intelligence: Simply type a question and get immediate, expert-level analysis from keyword strategy to creative feedback.

Real-time data access: No reliance on 48 hours delayed Apple Search Ads popularity data. APPlyzer’s unique search score model keeps you ahead of market shifts as they happen.

Cross-functional value: Whether you’re an investor, ASO specialist, creative manager, or senior executive, APPlyzer Chat provides fast, actionable insights to support smarter decision-making.

Instant, everywhere: No learning curve, no setup. Start chatting, and unlock expert ASO insight anytime, anywhere, on any device.

APPlyzer Chat’s key insights

App Store charts and rankings: Track leading apps by category, country, or device and view daily movements and ranking history.

Complete app metadata: Access official app details, including titles, ratings, and descriptions.

Screenshot and creative analysis: Analyse App Store visuals, design trends, and top-performing strategies.

Keyword and search performance: Monitor keyword rankings, search scores, and discover growth opportunities.

Competitive benchmarking: Compare your app’s performance with competitors and track new top-chart entries.

Historic trends: Explore up to 12 months of ranking and performance data to identify seasonal trends and market shifts.

With APPlyzer Chat, navigating the complexities of ASO becomes simple, fast, and effective. Welcome to a smarter way to grow your app.

Start your free trial of APPlyzer Chat now.

The post The power of ChatGPT comes to ASO with APPlyzer Chat appeared first on Business of Apps.

App Promotion Summit NYC, taking place at 360 Madison on September 18th, has announced its speaker line-up. The event will feature growth and product leaders from some of the world’s fastest-growing app brands.

The summit will showcase expertise across four content tracks through talks, panels, workshops, interviews, and roundtable discussions.

The speaker line-up includes:

Yves Benchimol, CEO & Co-Founder of WeWard, will represent the walk-to-earn app that has attracted over 20 million users across 29+ countries. WeWard works with 2,000 brand partners and has contributed to avoiding 588,000 tons of CO2 emissions.

Katerina Clark, Head of Optimizations at The Economist, brings expertise in SEO, conversion rate optimization, and content strategy. Under her leadership, The Economist’s app has achieved a top-three ranking globally in its category.

Makoto Rheault-Kihara, VP Growth at Hopper, leads product and growth marketing for one of North America’s most downloaded travel apps, which has surpassed 120 million installs and raised $600 million in funding.

Colton Kaufman, Product Marketing Specialist at Sago Mini, plays a key role in connecting product experiences with parental needs, supporting the growth of an app ecosystem that engages over 3 million monthly users across 100+ countries.

Phil Carter, Growth Advisor at Elemental Growth, brings 7 years of product leadership experience and now serves as a growth advisor and angel investor helping consumer subscription companies unlock their full potential.

Diogo Martins, Growth Marketing Manager at DraftKings, leads marketing efforts for the #1 lottery app in the US and works with product, creative, and data teams to fine-tune expansion strategies for new products and markets.

App Promotion Summit NYC is the place to hear from the world’s fastest growing app brands. More speakers and more details of the agenda will be announced soon.

Want to join them as a contributor? Apply here.

The post App Promotion Summit NYC speaker line-up goes live appeared first on Business of Apps.

While most apps focus on building their product and acquiring users, payment friction is quietly sabotaging their success. New research from Primer reveals that nearly half of growing app businesses rely on a single payment processor, leaving them vulnerable to account suspensions, frozen funds, and service outages that can halt operations overnight.

Primer’s comprehensive study of 150 high-growth companies found that 29% have experienced account suspensions, 34% have faced payment downtime, and many are bleeding revenue through failed transactions and inflated processing fees.

To address these challenges, Primer has released “Built to Scale. Blocked by Payments”, a new guide that transforms payment infrastructure from a blindspot into a strategic advantage. The report provides actionable insights on diversifying payment providers, optimizing conversion rates, and building resilient payment stacks that scale with app business growth.

What you’ll learn:

• The five most common payment mistakes apps make and how to fix them
• How payment performance impacts funding rounds and valuations
• Strategies that top-performing apps use to maintain control over their payment operations
• The risks of relying on a single provider and what leading apps are doing instead
• How payment friction erodes margins, stalls conversions, and kills momentum

The guide draws from real data across three major markets — the UK, Australia, and the US—covering high-growth sectors including fintech, gaming, travel, and digital services.

The post Payment failures kill growth as 94% of apps face infrastructure crisis within 12 months appeared first on Business of Apps.

The tectonic plates of mobile are shifting beneath our feet, and the app store duopoly is finally cracking. Epic’s legal victories against Apple, combined with the EU’s Digital Markets Act, have forced open alternative payment channels and app stores, creating the biggest shift in mobile monetization since the iPhone launched.

Major players like Amazon and Spotify are already sidestepping Apple’s 15-30% commission, while Epic Games has launched their own app store on EU iPhones. Early movers are capturing 15-30% revenue increases by avoiding platform fees, but implementation remains complex.

We are pleased to invite you to Web revenue unlocked: Your playbook for the new app ecosystem, an online event designed to cut through the noise and show you exactly how to capitalize on this historic shift.

Join Lucas Lovell, VP of Product at Paddle, as he breaks down how savvy teams are already extracting millions in additional revenue from these new pathways. With 9+ years of product experience, Lucas will show you the tactical playbooks driving real results.

The event is taking place on June 24th, so make sure to save your spot. This is a unique opportunity you won’t want to miss.

What you will learn:

Breaking down recent app store changes

The post How to capture millions in newly unlocked revenue [online event] appeared first on Business of Apps.

TeleStore, a new international marketplace for browser-based games and web applications, has officially launched. TeleStore aims to reinvent the digital marketplace by making it fair, flexible, and truly accessible for both developers and users from all over the world.

The heart of TeleStore’s philosophy is the commitment to developers and creators. The platform aims to simplify the process of launching and monetizing projects. Early adopters can benefit from a built-in promotional budget, giving their games or apps free exposure within the platform and a real chance to gain visibility without upfront marketing spend.

One of TeleStore’s key strengths is its commercial model. The platform fee is capped at just 15%, significantly lower than the 30% industry norm. Some developers can also count on a system of dynamic discounts, depending on the size and activity of their audience. On top of that, TeleStore ensures fast and smooth payouts, with no cash flow gaps. Developers can easily withdraw their earnings in cryptocurrency via the platform’s integrated crypto service partner.

TeleStore adopts best practices from the fintech world, offering a seamless and modern payment infrastructure. Users can top up their balance using bank cards or cryptocurrency. All internal transactions within TeleStore, such as in-app purchases, subscriptions, and other payments, use in-app points called TeleDollars. This approach makes the payment experience smooth, transparent, and convenient for both publishers and users.

While content quality and moderation are taken seriously, the platform avoids unnecessary red tape. TeleStore gives developers more freedom, focusing on creativity rather than bureaucracy. Importantly, the team understands how vital early-stage support is. That’s why TeleStore provides responsive, hands-on assistance throughout — from SDK integration to resolving technical or operational questions.

TeleStore is built on the idea of shared growth and mutual value: every contribution strengthens the ecosystem and generates stable revenue for the platform, developers, and partners alike. That’s why TeleStore welcomes not only content providers but also businesses and projects that have an active user base or a developer community. Through TeleStore’s partner program, these collaborators can earn in two key ways: by receiving a percentage of the revenue generated by new publishers they refer, and by earning a share of purchases made by their audience in apps on TeleStore. Both options allow partners to turn their existing networks and reach into a sustainable income stream.

TeleStore is just getting started, and now is the perfect moment for developers from all over the world to join, stand out, and grow alongside the ecosystem. Unlike older and more established platforms, TeleStore offers a simpler, more adaptable environment — from onboarding to monetization.

More than just a marketplace, TeleStore is a global space where creators get real support, visibility, and opportunities. TeleStore’s goal is to build a vibrant, developer-first community — and now is the ideal time to become a part of it.

The post TeleStore opens new opportunities for browser game and app creators appeared first on Business of Apps.

The app ecosystem is shifting, and the smartest marketers and developers are already adapting.

The app stores have been cracked open, creating exciting new opportunities for monetization, but also leaving many teams wondering how to adapt and capitalize in a rapidly changing landscape.

On June 24th, join Paddle’s VP of Product Lucas Lovell for Web revenue unlocked: Your playbook for the new app ecosystem, a live online event designed to help you navigate and thrive in this new era.

A product leader with over nine years of experience, Lucas has helped launch Paddle’s billing solution and now leads the company’s product strategy. Previously, he ran his own tech company for more than six years.

Now, you have an opportunity to join him as he breaks down recent changes to the app stores and how savvy teams are leveraging smarter billing strategies to boost app revenue.

Lucas will take you on a deep dive into App2Web and Web2App — two powerful monetization strategies reshaping how app businesses scale and convert. Whether it’s driving users from the app to a web checkout for lower fees and faster payouts, or converting them on the web before sending them into the app for better retention and billing flexibility, these tactics are delivering real results.

What’s on the agenda:

The event is taking place on June 24th, make sure to save your spot here.

The post Cracking the code to web revenue in the new app economy appeared first on Business of Apps.

Speaking at App Promotion Summit London 2025, Anton Volovyk reveals how his company went from viral success to spectacular failure — and back again.

The golden age of easy app growth is over, and artificial intelligence is both the problem and the solution. That’s the stark message from Anton Volovyk, co-CEO of Reface, the AI face-swap app that once dominated download charts with 250 million installs before having to grapple with the consequences of a major product failure that brought its momentum to a halt.

Speaking at App Promotion Summit London 2025, Volovyk laid out a brutally honest timeline of his company’s evolution — from accidental viral sensation to humbling market lesson to strategic AI app portfolio — that serves as a masterclass in surviving the new reality of consumer app growth.

The five-second rule that changed everything

Reface’s original success came down to one critical insight: users will tolerate exactly five seconds of wait time for AI-generated content, but not forty. When the company launched its follow-up app Restyle in 2022 — a video-to-video filter technology that Volovyk describes as “very innovative” for its time — that seemingly minor difference killed the product.

“We thought, okay, maybe it’s not a big problem, but we are in the market of fast AI entertainment,” Volovyk explained. “It’s like Haribo bears at the supermarket counter — an instant purchase. If a person needs to wait 40-60 seconds, it’s so much worse than five seconds, it’s crazy.”

The failure was particularly stinging because Restyle had all the hallmarks of success: impressive click-through rates on ads, celebrity partnerships (including Jared Leto), and cutting-edge technology that made Reface only the second company after Runway ML to offer consumer-focused video-to-video functionality. But users didn’t stick around.

“If we like something, it doesn’t mean the market likes it,” Volovyk admitted, describing how Reface “bet the entire company” on Restyle, pulling resources from their successful flagship app for what turned out to be a costly lesson in product-market fit.

Growing and scaling AI apps

Source: App Promotion Summit

The new playbook for AI app success

That failure forced Reface to develop what Volovyk calls a more “normalized” approach to building AI consumer apps, one that treats artificial intelligence as a commodity rather than a competitive moat. The company now operates as an AI app studio with over ten products including a gamified food tracker (BitePal) and a tattoo design generator that hit #1 in the U.S. App Store’s Graphics & Design category.

The secret? Three rules that flip conventional wisdom about app development:

Build for the TikTok attention span

Apps must capture users within 1-3 seconds or lose them entirely. This means creating memorable mascots, distinctive visual elements, and instantly recognizable branding that can work across dozens of ad variations. BitePal’s raccoon character, for instance, is great for building brand recognition and can be used to easily generate multiple creative assets.

Build a creative testing lab

The most successful apps aren’t guessing what users want, they’re systematically discovering it through rapid experimentation. Reface treats each ad creative as a data point, using performance metrics to uncover unexpected user segments and pain points. Their approach: create vastly more content than competitors, fail faster, and let the data reveal which audiences actually convert.

Freemium still works, but differently

“We force ourselves with freemium to make actually good products so people use them knowing what they’re buying,” Volovyk explained. Rather than hard paywalls, successful apps let users experience core value before converting. This approach forces teams to build genuinely useful products while creating higher-quality subscribers who understand what they’re purchasing. The results are better retention and fewer refund requests.

The end of the AI monopoly

The broader challenge facing AI app developers is that their technology advantages are evaporating. What once required specialized teams and proprietary models can now be built using open-source tools.

“Two or three years ago, we were one of the few teams in the world that could create these kinds of models. Now it’s all open source,” Volovyk noted. “The AI revolution happened, and for us it was a big negative.”

This shift is forcing companies like Reface to compete on execution rather than innovation, treating AI as infrastructure rather than product differentiator. The winners will be those who can combine AI capabilities with deep understanding of user behavior, sophisticated marketing operations, and sustainable business models.

In the age of AI abundance, the apps that win will be the ones that master the decidedly un-sexy fundamentals of user acquisition and retention.

As Volovyk put it: “Some fundamentals are the same.” The difference now is that everyone has access to the same AI tools, so execution is everything.

The post AI is undermining traditional app growth models appeared first on Business of Apps.

App Promotion Summit Berlin is returning to Hotel Adlon on Thursday, November 27th, 2025, bringing together the app industry’s top marketing, growth, product, CRM and revenue leaders for a day of strategic insights and networking.

Attendees will learn from and connect with leading app marketers and product experts through an engaging mix of interactive workshops, talks, panel discussions, and roundtable sessions designed to share cutting-edge ideas, tactics, and actionable strategies that will drive app success in 2026 and beyond.

New features for 2025

This year’s event introduces several exciting additions to enhance the attendee experience:

The Boardroom will host high-level discussions on the major app growth topics shaping the industry today.

An Expanded Roundtable Zone will offer greater opportunities for attendees to interact and participate in focused discussions with peers and industry experts.

The Extended Drinks Reception promises an elevated networking experience, featuring DJs, stilt walkers, and the finest wines available to humanity.

A new Meetings Programme will help facilitate connections between attendees, ensuring participants can connect with the people they want to meet during the event.

Speaker and partnership opportunities

APS Berlin is actively seeking industry experts to join the speaker lineup. If you have transformative ideas, this is your chance to share them with an audience hungry for mobile insights. Apply to speak here.

Partnership opportunities are also available for businesses looking to connect with decision makers from the world’s leading apps. Companies can reserve a spot in the exhibition area or contribute to the event agenda. Become a partner here.

This year’s App Promotion Summit Berlin promises to be better, bigger, and brighter than ever. Don’t miss your chance to stay ahead of growth trends and build meaningful connections in an increasingly competitive marketplace.

The post APS Berlin is back on November 27th, 2025 appeared first on Business of Apps.

REPLUG, a full-service mobile app marketing agency, is proud to announce its official certification as a Certified Moloco Partner. This milestone marks a deepened collaboration between REPLUG and Moloco, a global leader in machine learning–powered performance advertising.

The certification reflects REPLUG’s commitment to excellence in programmatic advertising and its ability to drive scalable growth for mobile apps across verticals.

“Our certification with Moloco strengthens what we already do best at REPLUG: deliver real results through strategic, high-impact user acquisition,” said Lorenzo Rossi, co-founder of REPLUG, “we’re proud to be recognized as a trusted partner and excited for what’s ahead.”

To achieve this status, the REPLUG team underwent extensive training, successfully completing Moloco’s partner certification exam, which covered platform capabilities, machine learning strategies, and performance optimization best practices.

“At REPLUG, we focus on performance, not just promises. Partnering with Moloco equips us with the best-in-class machine learning tech to drive measurable results at scale,” added Luca Mastrorocco, co-founder of REPLUG, “this partnership reinforces our mission to stay ahead of the curve in the mobile industry.”

As a Certified Partner, REPLUG now offers clients exclusive access to deeper Moloco platform insights, tailored support, and more advanced tools to optimize programmatic campaigns and unlock new market opportunities.

“At Moloco, we believe in the power of great partnerships, so I’m incredibly excited to welcome REPLUG to our certified agency family,” said Mateo Delgado, Senior Director of Growth at Moloco, “they’ve shown a clear commitment to driving true incremental performance for their clients through our product, and I look forward to delivering continued impact together.”

With this partnership, REPLUG strengthens its programmatic advertising capabilities, giving clients smarter UA strategies, more efficient campaign setup, and better visibility into ROI, all while maintaining a human-first, performance-driven approach.

For more information, visit https://rplg.io/moloco-partner/ or explore REPLUG’s recent post on the partnership.

The post REPLUG becomes certified Moloco partner to strengthen programmatic app growth capabilities appeared first on Business of Apps.

web2wave, the platform that helps mobile apps create web-based quiz funnels to convert visitors into paying subscribers before they download, has integrated with payment orchestration platform Primer to address one of the mobile app industry’s most persistent pain points: payment failures.

The integration connects web2wave’s quiz-to-subscription funnels with Primer’s network of over 100 payment processors, creating an automated fallback system that routes payments through backup processors when primary ones fail. If Stripe goes down, Braintree automatically takes over. If that fails, Adyen steps in.

The timing isn’t coincidental. As more mobile apps shift critical flows like onboarding and payments to web-based funnels, payment reliability has become a make-or-break factor for revenue. When a payment processor fails during the crucial moment between quiz completion and subscription signup, conversion rates tank and potential revenue walks away.

“We’ve seen clients with hundreds of thousands of dollars in revenue held back by their PSPs,” explains Igor Lyubimov, founder of web2wave. “This is a serious hit to cash flow, and in some cases, it wipes out their profit margins entirely.”

The challenges go beyond simple downtime. Different payment processors perform differently across regions, some refuse to work with certain business niches despite their legitimacy, and chargeback rates can trigger account suspensions that freeze funds and kill recurring revenue streams.

How the integration works

Apps build their quiz funnels through web2wave’s platform, and when users complete the quiz and choose to subscribe, payments automatically route through Primer’s orchestration layer. The system handles complex scenarios like subscription introductory offers, free trials, and international payment preferences without requiring additional development work.

For mobile app developers, this means enterprise-grade payment infrastructure without enterprise-level complexity. The integration provides access to regional payment methods, automatic retry logic for failed transactions, and the ability to maintain payment tokens even if primary processors block accounts.

Strategic implications

The partnership capitalizes on the growing trend of web-to-app conversion strategies. For web2wave, it removes a significant barrier to serving clients in restricted industries or challenging geographic markets. For Primer, it provides access to a growing segment of mobile app companies that need sophisticated payment routing without the overhead of direct enterprise sales cycles.

The partnership also demonstrates how payment orchestration is evolving from a nice-to-have for large enterprises to essential infrastructure for fast-growing startups that can’t afford payment-related revenue losses.

As mobile app companies continue to experiment with web-first monetization strategies, partnerships like this one suggest that payment reliability — not just payment processing — will become a key competitive differentiator in the space.

The post web2wave and Primer partner to bulletproof mobile app payment revenue appeared first on Business of Apps.

From May 20th to 22nd, over 2,000 mobile marketers, founders, product leaders, and growth practitioners descended on the MGM Grand for the latest edition of MAU Vegas. Attendance was up 27% from last year, and the energy matched the numbers: lively sessions, energetic discussions, and active networking from poolside to pitch deck.

Across dozens of talks and strategy deep dives, one thing became clear: there’s no single playbook for growth in 2025. But there are powerful patterns emerging.

Here’s a look at the key trends keeping app marketers buzzing right now:

Where growth, product, and AI collide

Today’s mobile marketers aren’t confined to just one role. They’re bridging product, brand, growth, and AI. Strategy today is interconnected, with teams expected to align creative testing with product development and lifecycle messaging.

The best-performing teams are blending roles and breaking silos. Growth is no longer a channel game, it’s an ecosystem play.

Creative is the new strategy layer

Creative was a dominant theme throughout the event, not as a final asset but as a discovery tool. The smartest teams are aligning ad creative with in-app experience, down to the exact onboarding screen with the highest LTV.

It’s no longer about matching assets to channels. Instead, teams are aligning creative with the user lifecycle and using it to surface what actually resonates. That alignment is only possible because more teams are breaking down silos, with UA, product, CRM, and brand now sitting at the same table, optimizing together. Creative has become the connective tissue.

Creative ≈ product ≈ performance. It’s one system now.

Tips and tricks from the experts

1. Identify the single onboarding path that leads to the highest lifetime value, and then reverse-engineer your store presence to reflect it. Every creative — ads, screenshots, previews, etc. — should communicate that one value proposition clearly and consistently. When the promise a user taps on is exactly what they experience first in the app, conversions compound.
2. Before scaling big, some teams are testing hooks using small-budget static image campaigns to validate messaging. Only the most resonant copy makes it into video or UGC formats, saving time and spend.

Attribution alone won’t get you there

Post-IDFA, attribution is no longer the full picture, rather it’s only one piece of the puzzle. Attendees stressed the shift toward incrementality testing, media mix modeling, and qualitative signals. The point isn’t to abandon attribution, but rather to combine it with context.

At the foundation of this shift is a reliable mobile measurement partner (MMP). Before scaling across channels — whether it’s Meta, TikTok, Reddit, or email — teams are doubling down on attribution infrastructure that filters fraud, ensures consistency, and builds confidence in decision-making. Without that base layer, optimization becomes guesswork.

Attribution is still essential, but only when it’s combined with context, quality, and control.

Community is now a growth engine

The strongest growth loops aren’t always built with paid media — they’re built with, by, and for people. From massive in-app communities to influencer-driven storytelling, more brands are leaning into identity and shared experience over raw impressions.

Whether it’s a 9-million-strong Facebook group or organic virality on TikTok, community is becoming a channel in its own right, one that builds momentum and trust that ads alone can’t replicate.

Underserved markets are high-intent opportunities

Tier-2 regions like Ukraine and Brazil remain fertile ground for verticals like fintech, VPNs, and utilities, especially as competition intensifies in core markets.

The formula isn’t complicated: translate your store assets, localize pricing, and surface region-specific pain points. Marketers leaning into these markets are unlocking a path to margin-rich, long-tail growth where bids are lower and demand is real.

Lifecycle is the new personalization

AI is expanding what’s possible with personalization, but the most effective teams are moving beyond surface-level segmentation.

They’re designing experiences around lifecycle moments, building for behavior, timing, and intent.

Users aren’t static personas; they’re constantly evolving, and the strategy needs to evolve with them.

Distribution is diversifying

Large platforms still play a central role in user acquisition, but they’re no longer the whole playbook. Growth teams are expanding beyond the usual suspects, finding performance gains in high-intent, community-driven apps and niche placements.

It’s less about spending more and more about showing up where relevance is highest.

MAU Vegas returns next year from May 19th to 21st. Between now and then, the ideas shared this year — cross-functional collaboration, creative-led product testing, and community-powered growth — are likely to keep defining the space. The old growth levers aren’t gone, they’ve just evolved.

For more strategies and learnings from MAU, check out VP of Strategy & Growth at MAU Vegas Angela Harar’s recap or watch Steve Young’s video debrief. Both sources and the many LinkedIn wrap-up posts I found were invaluable in putting this post together.

The post Inside the big ideas from MAU Vegas 2025 appeared first on Business of Apps.

App revenue is becoming increasingly complex, with marketers and product teams navigating a highly fragmented landscape. The ecosystem spans multiple platforms, regulations vary by region, and compliance isn’t optional.

On top of this, changes to Apple’s App Store in the aftermath of the Epic v. Apple ruling are creating new openings for experimentation, while at the same time introducing new friction. With the App Store reform, there is now rising pressure on developers to implement web payment solutions.

Web payments are fast becoming a central piece of the monetization mix as they promise flexibility, higher margins, and better data. However, getting them right requires rethinking acquisition, onboarding, and retention from the ground up.

At App Promotion Summit London 2025, Paddle CMO Andrew Davies outlined what a successful web-based app revenue strategy looks like today. He emphasized that web payments can be a powerful growth lever, provided that app businesses fully understand the intricacies of web payments and how to implement them effectively.

Web-to-app ≠ just quiz funnels

Many marketers still default to quiz funnels when launching a web-to-app strategy. They work. They’re fast to set up. But they’re far from the only option. Davies pointed to data from across Paddle’s customer base showing a wide range of high-performing web onboarding models, each tailored to different audiences, products, and verticals.

Boost revenue: Intelligent pricing and payment

Source: App Promotion Summit

Whether it’s content-first flows, dynamic landing pages, or progressive onboarding journeys, the takeaway is that flexibility on the web unlocks experimentation. And in a market where user attention is fragmented, having multiple paths to conversion is a competitive advantage.

Web revenue isn’t just about avoiding Apple fees

The conversation around web monetization often starts with platform fees, but that’s a narrow lens. According to Davies, the real upside lies in owning the full funnel. From audience targeting and ad performance to pricing, checkout, and churn management, a web-based journey gives teams control and visibility that app store environments typically restrict.

This control pays off. One Paddle customer reduced churn by more than 100,000 users in three months by redesigning their cancellation flow. Another used behavioural signals to upsell offers, significantly increasing user LTV. Web payments allow for smarter lifecycle strategies, ones that respond to how users actually behave, not how platforms dictate.

Scaling web brings “champagne problems”

The shift to web comes with its own set of growing pains. Apple’s new policies may allow more flexibility, but they also raise the stakes for compliance, localization, and infrastructure. As Davies put it, scaling outside the App Store means rebuilding parts of the payments stack that Apple previously managed for you.

From global tax remittance to local payment methods, selling through the web requires real operational depth. Davies warned that plugging in Stripe or PayPal is only the starting point. Businesses must think about price localization, currency handling, tax calculation, and regional UX norms, each of which impacts conversion and revenue.

These are solvable problems, but they demand attention. And they mark the difference between a tactical web funnel and a global web commerce strategy.

Final words of web monetization wisdom

A web-first revenue strategy isn’t just viable in 2025, it’s increasingly essential. It gives teams the tools to test, optimize, and personalize every stage of the user journey, from ad click to renewal.

Paddle is betting big on this shift. With $1.5 billion flowing through its merchant-of-record platform and $19 billion tracked through its metrics tools, the company is positioning itself as the go-to partner for apps building beyond the App Store.

Web monetization may not be simple, but with the right structure, it doesn’t have to be hard either.

The post Web payments are changing the rules of app monetization appeared first on Business of Apps.

ConsultMyApp, in partnership with Business of Apps, has just released a new guide for app-focused businesses struggling with outdated and poorly integrated MarTech stacks.

The guide addresses common pitfalls in modern MarTech setups, including bloated toolchains, siloed data, and ineffective integrations that can quietly erode ROI and hinder growth. It explains why AI alone isn’t a silver bullet, emphasizing the importance of clean data and solid infrastructure.

The MarTech Audit Guide offers a clear, actionable framework for auditing your current stack, identifying inefficiencies, and building a more streamlined, results-driven MarTech setup.

Written by David Murphy, the guide features expert insights from the ConsultMyApp team:

Sabrina Nelson, MarTech Services Director

Ryoma Nelson, Managing Director

Gareth Stewart, Content Strategist

Inside, you’ll find:

• How to spot the signs your stack is hurting performance
• The hidden costs of bad integration
• What a smart MarTech audit actually looks like
• Practical fixes tailored to team’s size and goals

This release comes as more and more mobile-first brands grapple with the complexity of their tech stacks and look for ways to streamline operations and improve campaign performance.

Built for marketers, growth teams, and product leads, the guide offers an actionable path to getting more from your stack.

Download your copy here.

The post Untangling the modern MarTech stack appeared first on Business of Apps.

User acquisition costs keep rising, but repeat orders refuse to follow suit. App store charts look full, yet a third of shoppers delete a retail app within a week. To tackle these pressing realities, App Promotion Summit London 2025 invited three brands that have fought through the noise and kept their installs buying.

Moderated by David Murphy, the panel featured three standout voices:

• Eugene Kuznetsov – Product Lead, Holland & Barrett
• Jessica Llarena – Mobile Shopping App Leader, Decathlon
• Jill Angus – Mobile Apps Marketing Lead, B&Q

After forty minutes of intense discussion, the trio ended up producing a practical playbook for success built around five priorities.

Make retention the first KPI

“Customers sacrifice space on their mobile phones to download an app,” Eugene said. In return they bring the highest purchase frequency and basket value.

Decathlon’s data mirrors the pattern: app buyers add more items per order and return sooner than web buyers.

Both brands now assess marketing spend by lifetime value instead of raw install volume.

Turn the shop floor into a growth engine

Fifty-two percent of Holland & Barrett’s app users first heard about it from store staff. Colleagues scan a QR card at the till, hand the phone back and let the customer finish the download while the receipt prints.

Decathlon offers select discounts exclusively to app members and places QR codes beside the shoe wall and at click-and-collect stations to encourage sign-ups.

The approach converts footfall into opted-in users without competing in crowded ad auctions.

Building value between purchases

Decathlon positions its app as “the key driver of loyalty and engagement” by rewarding more than spending. Users earn points for logging workouts or leaving product reviews and redeem them for vouchers or event invites. “We want users to feel like VIPs within the Decathlon environment,” Jessica summed up.

Holland & Barrett, on the other hand, is building a wellness hub: articles, podcasts, and one-on-one consultations.

By solving daily problems, each brand stretches the time users spend inside the app and lifts the rate of repeat checkout.

Send pushes that respect context

“Most of our push notifications are automated and based on contextual and behavioural events,” Jessica explained. A low-stock alert fires when a favourite item is about to run out, while workout streak reminders appear only on days the user usually exercises.

Holland & Barrett usually sends silent notifications first, letting the message appear inside a user’s app feed; once shoppers acknowledge the benefit, the app requests push permission. Seasonal icon swaps have also proved successful at reactivating lapsed users, although the brand closely monitors conversions to confirm whether curiosity clicks lead to more baskets.

Preparing for the personalized future

“An app simply can’t be a carbon copy of your website,” Jill warned. She expects recommendation engines to recognise mood from scroll speed and surface products accordingly, a technique that is already being tested by beauty brands.

Holland & Barrett is exploring AI agents that complete a purchase once preferences are set, while Decathlon is evaluating large-language-model suggestions for equipment bundles.

All three agree that first-party data governance must be sound before such features can go live.

Final words of eCommerce wisdom

Retail apps may be up against rising user acquisition costs and ever-higher customer expectations, but the ingenuity on display in London shows those hurdles aren’t insurmountable.

By weaving together store-floor acquisition, membership-driven loyalty, context-aware engagement, and a clear-eyed adoption of AI, today’s eCommerce leaders are more than keeping pace, they’re redefining what app success looks like in 2025.

The post eCommerce panel unveils five-point playbook for growth at APS London 2025 appeared first on Business of Apps.

“Points of Growth” is a podcast about the AdTech industry and its controversies, tools, and trends. Powered by Yango Ads.

Advertising is all about communication. Yet, people in the industry rarely sit at the same table to discuss what they work on every day. Well, now they can. In “Points of Growth”, advertising and monetization experts come together to share insights, ask big questions, and, believe it or not, find common ground along the way (maybe; we’ll see).

Tune in to these discussions to learn more about the state of the industry and fresh ways to increase revenue and grow businesses, locally and globally.

The first “Points of Growth” episode dives into ad tech and “the now.” What exactly is the adtech industry? Where is advertising headed? Which events have shaped the landscape as we know it today, and what are the key insights for 2025?

Listen to the “Points of Growth” podcast on Spotify, Apple Music, or YouTube Music.

The post Yango Ads debuts “Points of Growth”, a podcast unpacking what’s next in adtech appeared first on Business of Apps.

App Promotion Summit is heading back to New York City on September 18th, and the agenda is still open for fresh voices.

Want to share the stage with app marketers and product experts from WeWard, The Economist, DraftKings, Hopper, and Reddit? There are some opportunities remaining, and we would love to connect with you.

There’s room for everyone: from eCommerce apps to travel and finance, from user acquisition to product marketing and CRM. We want to hear from exceptional speakers with diverse backgrounds across the entire app ecosystem.

There are many ways to get involved, ranging from main stage talks to workshops, panels and interactive discussions.

This year, the themes include:

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

Besides boosting your personal brand and expanding your network, you’ll walk away with pro photos and a stage-video reel.

Got an idea for a talk, workshop, panel or roundtable? Fill out the speaker form and stake your claim before the last slots disappear. See you in Manhattan!

The post Want to speak at App Promotion Summit NYC? appeared first on Business of Apps.

Marketing sits at the heart of mobile app growth. It drives discovery, powers engagement, and converts users into revenue. But the complexity of the ecosystem has outpaced what any single team can manage on its own.

From user acquisition to retention, monetization, and experimentation, modern app growth requires a network of specialized partners. However, finding the right ones is no small task.

That’s why we created the App Marketing Ecosystem 2025 market map, offering a clear overview of the platforms and services shaping today’s mobile marketing stack.

A map built for decision-makers

Designed to simplify research and accelerate strategic planning, the map serves as a practical guide to today’s app marketing landscape. It helps teams cut through complexity, compare options, and make confident decisions at every stage of growth.

The map features fourteen categories:

Mobile measurement partners: MMPs link user behavior to acquisition sources, making it easier to evaluate channels, creatives, and campaign efficiency.

App engagement and messaging platforms: These companies support retention through push notifications, in-app messaging, SMS, and email. They help teams deliver relevant messages at the right moments, building habits and encouraging long-term use.

App revenue (subscriptions and IAPs): Revenue platforms help manage pricing, reduce churn, and optimize revenue.

Agencies: Agencies provide executional support and strategic guidance. Some focus on full-funnel growth, while others specialize in creative, localization, or paid media.

App market intelligence: Growth starts with context. Intelligence platforms help teams understand category trends, market share, and competitive dynamics.

App store marketing: These tools specialize in visibility within app stores. They help optimize keywords, run conversion tests, manage ratings, and track ranking changes.

User acquisition: UA platforms drive demand across channels like programmatic, paid social, influencer marketing, and OEM placements. They manage creative testing, targeting, and bidding.

Product and user analytics: These platforms monitor behavior across the entire app experience. They track key metrics such as retention, churn, and session length.

Retargeting: Re-engagement platforms help bring users back. They use behavioral triggers and dynamic creatives to revive interest and extend lifetime value.

Experimentation and mobile A/B testing: Testing platforms allow teams to compare different versions of product flows, pricing models, or messaging strategies without deploying app-wide changes.

Performance monitoring: These tools track crashes, latency, and technical issues. Real-time diagnostics help teams respond quickly before problems affect retention or reviews.

Privacy and and consent management: Compliance tools help businesses manage consent flows and data privacy requirements. They provide infrastructure to meet regulations while preserving user experience.

App funding: Growth requires capital. These platforms offer non-dilutive funding options for user acquisition, marketing, product development, and international expansion.

Alternative app stores: In markets where Apple and Google have limited reach, alternative stores offer meaningful distribution opportunities. These channels are especially relevant in Asia, LATAM, and emerging regions.

Download the App Marketing Ecosystem 2025

The App Marketing Ecosystem 2025 map is available in PNG and PDF formats, including a landscape version built for presentations.

Download it here to explore the full app marketing ecosystem and choose the right partners for your next stage of growth.

The post Mapping the app marketing ecosystem appeared first on Business of Apps.

“Every year, we say it’s the hardest year to grow an app,” Flo Health CEO Dmitry Gurski joked to a packed house. “But after 16 years, I’m convinced: it really does get harder every time.”

These were the opening words of Gurski’s keynote address at APS London 2025, in which he delivered a candid and data-rich account of how he and his team built one of the world’s most widely used health apps.

He unpacked the thinking behind Flo’s long-term growth — from user lifecycle design to product-led retention — offering a clear-eyed view into what it takes to scale sustainably in an increasingly competitive app economy.

Inside Flo’s growth playbook

Retention is the foundation

From the very first version of the app, Flo showed unusually strong retention. Gurski emphasized that this wasn’t something added later through gamification or UX tweaks. It was, in fact, embedded in the nature of the product and its relevance to users’ daily lives.

If a product doesn’t show signs of stickiness early on, no amount of optimization is likely to change that in a meaningful way. As Gurski put it: “You can’t fake retention. If it’s not there in the MVP, it will probably never be.”

Category over competition

Flo didn’t create a new category. Instead, it entered one that was already fragmented and competitive. But that was the point.

A crowded category signals demand. Trying to invent a new market, Gurski warned, is often a sign that the market simply doesn’t exist.

Sustainable growth is a product of long-term usage, not quick wins

Over half of Flo’s revenue comes from users who installed the app more than a year ago.

Subscription tailwinds changed the game

In 2015, the idea of paying for an app still felt far-fetched. Today, Flo has 6M paying users, a shift Gurski credits to changing consumer habits and relentless onboarding optimization. One experiment alone increased trial conversions eightfold.

Retention unlocks word-of-mouth

Most of Flo’s early user growth came without paid marketing. App store algorithms and word-of-mouth discovery worked in its favor, but only because users kept coming back. Without strong retention, Gurski argued, organic growth simply isn’t sustainable.

Copying is underrated

Flo runs over 300 experiments at any given time, which is a luxury few startups can afford. But instead of chasing originality, smaller teams should look to established players for clues, Gurski advised. “Assume that what you see in leading apps is the result of thousands of iterations,” said Gurski, “start there.”

Investor metrics don’t always tell the full story

Gurski pointed out that many VCs misapply SaaS metrics to consumer subscription apps, missing the nuance of user behavior. He suggested net revenue retention as a better long-term indicator, since users often churn, return, convert late, or re-subscribe — all patterns that don’t show up cleanly in standard retention charts.

Want more insights? Check out the full video and watch Gurski unpack how Flo became a category leader — through lifecycle design, smart iteration, and long-term user value.

Source: App Promotion Summit

In a market where paid growth is volatile and user attention fleeting, he made the case for something unglamorous but essential: building for longevity. Retention isn’t an add-on or a growth tactic. It’s the product. For teams chasing the next hockey-stick moment, Flo’s story is a reminder that compounding starts with staying power.

Explore all the APS London 2025 videos here.

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AIBY, a leading American co-founding company in the mobile app industry, has announced the launch of EpicScale, a new publishing company dedicated to empowering app creators with comprehensive marketing and operational support.

By leveraging in-house resources, EpicScale offers solutions across key areas such as user acquisition, ASO, business intelligence, monetization, and creative production. Additionally, the publisher provides funding and may assist developers with the key steps they need to take to ensure a product meets applicable store requirements and policies, streamlining their path to a global market.

“We’re excited to introduce EpicScale, which embodies the expertise we’ve built over the years. Our goal is to enable developers to focus on their products while we take care of the marketing to help them thrive in today’s competitive landscape.”

Dmitry Lepeshko, VP of Marketing at AIBY

Among the publisher’s first projects was the promotion of RemoTV, a fast-growing app that has seen remarkable outcomes since partnering with the publisher.  “EpicScale is a strategic partner for us,” said a representative from the RemoTV app. “Their holistic marketing approach helped us grow our app revenue to $400K monthly from the ground.”

The launch of EpicScale marks a strategic move by AIBY to expand its presence in the consumer app market, which is a key part of the company’s long-term vision. Furthermore, EpicScale arrives at a pivotal time for the mobile app industry — Sensor Tower predicts that, by 2026, non-game apps will account for the majority of iOS spending. This shift highlights the growing demand for specialized publishing services that can help app developers navigate evolving market trends and seize new opportunities.

The publishing team is looking to expand its network and build strong partnerships with non-game mobile projects across a range of categories, including productivity, education, lifestyle, wellness, and health.

Discover all the details and apply on the official website.

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In the dog-eat-dog world of apps, it’s no secret that effective user onboarding is crucial for retention and conversion these days. Applica’s latest guide, A guide to onboarding optimisation using JTBD and MaxDiff, offers a strategic approach to refining onboarding processes by focusing on user motivations and preferences.

Designed for product teams, growth marketers, and UX leads, the guide combines two underused but powerful tactics — Jobs To Be Done (JTBD) framework and MaxDiff surveys — to help you prioritize onboarding content and features based on real user needs.

This isn’t theory. It’s a tested system that combines empathy with data, used across dozens of apps to boost retention and deepen user relevance from day one.

Understanding user motivations with JTBD

The Jobs-to-be-Done (JTBD) framework shifts the focus from product features to the underlying reasons users engage with an app.

By identifying the specific tasks users aim to accomplish, developers can tailor onboarding experiences that resonate with user goals.

This alignment ensures that users immediately perceive the app’s value, which leads to better and deeper engagement.

Prioritizing features with MaxDiff analysis

MaxDiff analysis is a statistical method that helps determine which features or messages are most important to users.

By presenting users with sets of options and analyzing their choices, developers can prioritize elements that have the most significant impact on user satisfaction.

This data-driven approach ensures that the onboarding process highlights features that matter most to the target audience.

Real-world impact: The ASL Bloom case study

Applica’s methodologies have demonstrated tangible results. In collaboration with ASL Bloom, an app designed to teach American Sign Language, Applica restructured the onboarding process using JTBD and MaxDiff insights.

This led to a 15% increase in trial conversions and a 12% uplift in Average Revenue Per User (ARPU), showcasing the effectiveness of a user-centric onboarding strategy.

Read more case studies here or here.

Key takeaways

• User-centric design: Prioritize user goals over product features to create meaningful onboarding experiences
• Data-driven decisions: Utilize MaxDiff analysis to identify and emphasize features that users value most
• Continuous optimization: Regularly assess and refine onboarding processes based on user feedback and behavioral data

For app developers and product teams aiming to enhance user retention and satisfaction, Applica’s guide provides actionable insights grounded in proven methodologies. By adopting a structured approach to onboarding optimization, apps can better meet user needs and achieve sustained growth.

Explore the full guide here: A guide to onboarding optimisation using JTBD and MaxDiff

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The countdown is on, and the mobile growth crowd is heading west. MAU Vegas 2025 is just days away, and if it’s not on your radar yet, this is your final call.

From May 20th to 22nd, the MGM Grand will transform into the epicenter of the app economy as more than 2,000 mobile marketers, growth leaders, app investors, and product owners converge for three days of unmatched insights and high-stakes networking.

Bringing together top brands, breakout startups, and every major growth vendor under one roof, MAU Vegas is a must-attend for anyone serious about scaling an app in 2025 and beyond.

Business of Apps is proud to be an official media partner for this year’s event, and the line-up speaks for itself. Expect deep dives into user acquisition, retention and engagement, AI, monetization, and more led by some of the sharpest minds in mobile.

Whether you’re scaling your startup or optimizing a global growth machine, this is where strategies are shared and deals get done.

The agenda is packed, the rooms will be buzzing, and the connections made could shape your next big move. Don’t miss your shot to be part of the action.

MGM Grand Las Vegas
May 20th to 22nd 2025
Register now

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The AI app market is projected to be the fastest-growing category on both the iOS and Google Play stores over the next five years. Already, thousands of new apps launched this year feature generative AI at the core of their user experience.

At the high end of the market, chatbots and media generation tools are driving significant user growth, with revenue beginning to reflect the substantial investments made in recent years. Meanwhile, emerging generative AI technologies for video and music creation are poised to unlock even greater value, further accelerating the momentum of this rapidly expanding industry.

In our AI market map, we cover the core sectors that make up AI apps, highlighting the top apps within each sector:

• LLMs: The underlying models powering all of the generative AI experiences, with smaller apps licensing these models to cut down on development costs.
• General assistants: The key sector at the moment, with ChatGPT leading the charge in changing how people search for information on the web.
• Search: Some chatbots have taken it a step further by front-loading the experience with connected publication sources and more web 2.0 features.
• Virtual personalities: Ever wanted to speak to a celebrity or historical figure, now you can with virtual personality chatbots.
• Image: Photo editing and generation is the second pillar of generative AI right now, with lots of apps offering this feature.
• Video: Video generation could be the next pillar, though its fraught with complications due to the potential for fraud and misinformation.
• Music: The ability to create your own beats or use generative AI to enhance production is a nascent industry that could open up production to more people.
• Education: One of the first sectors to really transform with the use of generative AI, used as a homework helper and exam scanner.
• Health & fitness: The personalization of health and fitness can be achieved more readily with the use of AI, which several apps have added to their service.

Our market landscape is a comprehensive overview of the sector, with key insight into the top apps in each subsector. The map is available to download in PDF format for slides and presentations.

Download the AI App Market Map here to get a comprehensive view of the market and all of the top apps. 

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The lights are flashing, the slots are spinning, and the mobile growth world is packing its bags — because MAU Vegas 2025 is just around the corner. Taking place May 20–22 at the iconic MGM Grand, this year’s edition promises three days of world-class content, high-stakes networking, and tactical insight across every aspect of the app economy.

And yes — we’re pleased to announce that Business of Apps is an official media partner of MAU Vegas 2025.

With 2,000+ attendees, top brands, breakout startups, and every major growth vendor in the room, MAU is where strategies get shared, connections get made, and deals get done. From UA and retention to AI, LTV, measurement, monetization, and beyond, the speaker lineup and agenda are built to help teams scale smarter in 2025.

Location: MGM Grand, Las Vegas
Dates: May 20–22, 2025
Learn more and sign up: Register here

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APS London 2025 has officially wrapped — and let’s just say, it was amazing. Held on 24th April at The Brewery, the summit gathered over 900 app marketers, product pros, growth wizards, and mobile mavericks for a day that was equal parts learning, networking, and industry magic.

This year’s edition broke records with 908 total registrations — and what a crowd it was. 74% represented apps or brands, with nearly half clocking over 1 million MAU, and a cool 6% operating at 10M+ MAU scale. These weren’t just any attendees: 70% were either budget holders or influencers. Not to toot our own horn, APS London 2025 was not just a knowledge-sharing event, but a high-stakes, strategy-shaping one.

Across seven buzzing content stages and more than 40 insightful sessions, 60+ expert speakers took the mic to unpack the now and next of mobile growth. From embedding AI in app marketing and privacy-enabled user acquisition 2.0 to world-class retention, product-driven growth, revenue growth, and channel diversification, this year’s APS was a masterclass in what’s driving the app economy forward.

Big names, bold ideas

Some of the sharpest minds in the app universe touched down at APS London. From Dmitry Gurski (Flo) to Barbara Schädel (The Very Group), Steve Toy (Memrise), and Evelina Gruzdzevičiūtė (NordVPN), the speaker lineup read like a who’s-who of growth leadership.

The attendee list was equally stacked, with powerhouse brands like Strava, Monzo, Decathlon, TUI, The Financial Times, Amazon, Bolt, the BBC, and more all in the room.

The networking energy was electric, to say the least. With over 3,100 new contacts made, 2,600+ messages exchanged, and 1,300+ discussions launched through the event’s dedicated app, APS London sparked real relationships. Only the future can tell how industry-defining these will be.

Additionally, over 900 trees were planted thanks to our partnership with Treeapp.

Attention, retention: Inside Flo’s opening address

The summit began on a high note with a keynote address from Dmitry Gurski, Co-Founder and CEO of Flo, one of the world’s most widely used femtech platforms. In a talk that balanced strategic insight with product storytelling, Gurski shared Flo’s evolution from a startup concept to a leader in women’s health.

A central theme of his keynote — and one that echoed throughout the day — was the role of retention as a growth engine. With Flo now seeing an even split between paid and organic traffic, Gurski underscored that sustainable growth is equal parts acquisition at scale and building lasting value through product excellence and user trust.

Flo’s secret: High retention and huge TAM (Total Addressable Market)

Source: App Promotion Summit London 2025

“But how do apps grow organically in a privacy-conscious, post-IDFA world?” Gurski asked the audience before sharing his perspective. The answer lies in creating something people genuinely want to talk about. In his words, “word of mouth” remains one of the most effective drivers of growth, and it is fundamentally enabled by strong retention.

As opening sessions go, it set a thoughtful, forward-facing tone — one that grounded the day’s conversations in the fundamentals of what makes apps thrive long-term.

Trends and takeaways: What we learned

So… what did we actually learn after all the talks, roundtables, Q&As, and hallway huddles? A lot. But if we had to pin down the themes that dominated APS London 2025, it’d go something like this:

Retention is the main character

Post-pandemic and post-performance-bubble, user acquisition is no longer a silver bullet. From Flo’s opening keynote to NordVPN’s cross-functional deep dive, the message was clear: retention is what makes or breaks an app business. From onboarding to CRM to user journey optimization — it’s not a “nice-to-have” anymore. It’s your moat.

Channel diversification is not optional

Marketers are moving beyond Meta/Google and into a brave new blend of web-to-app, CTV, retail media, influencer partnerships, and even OOH. The goal is incremental growth that’s measurable and sustainable. This omni-channel mindset is quickly becoming a survival strategy in an ecosystem defined by privacy shifts and signal loss.

Product-led growth is the new black

Sessions across the day (and some very lively roundtables) reinforced that personalization, retention, and delight aren’t marketing’s job alone. Product, UX, data, and dev teams are back in the spotlight, and the brands winning are the ones getting them to play nice. ContextSDK’s roundtable on on-device AI showed just how far real-time personalization has come.

MMM and measurement maturity are scaling fast

Kochava’s Gary Danks broke it down: if you’ve got five or more paid channels and at least $50–100K/month in spend, it’s time to think about MMM. With SKAN, AEM, and MMPs all evolving, marketers are leaning into mixed models and probabilistic attribution more than ever.

Creative is the new conversion lever

Tigran Mkrtchyan’s session on paywall optimization turned heads with meme-driven nudges and animated seasonal pop-ups outperforming static ones 2x. The creative bar is rising, and the brands adapting their UX and monetization design to meet users where they are (and when they’re most primed to pay) are the ones seeing uplift.

AI isn’t the future — it’s very much the now

From Cleo AI’s emotionally intelligent chat assistant to dating apps using on-device contextual intelligence to personalize at scale, we saw clear evidence: the AI wave isn’t theoretical. It’s being shipped, embedded, and used to drive higher LTV across verticals.

A few final thoughts

With over 23,500 site visitors, 49,900+ page views, and more than 900 industry players in the room, APS London 2025 proved one thing: this industry is very much alive, curious, and ready to build.

Next up? APS NYC and APS Berlin. If London’s any indication, we’re in for even bigger ideas and bolder conversations.

Videos from all the sessions will be going live soon — make sure to check them out.

Huge thanks from all of us at APS to everyone who made APS London unforgettable — from the brilliant speakers to the bold question-askers, and everyone both behind the scenes and in the spotlight who helped make it our best event yet.

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Quantum Metric has released its latest industry report, The Mobile Benchmarks Report, offering a data-driven look into the current state of mobile customer experience. The report sheds light on a critical insight: when it comes to mobile, even the smallest delay can drive users away.

In a digital environment where expectations are higher than ever, the report highlights the growing need for brands to establish clear benchmarks for mobile performance. With most organizations lacking a standard for what “good” actually looks like, the risk of losing customers due to friction or slow load times remains dangerously high.

Drawing from real customer session data, the report identifies the most common (and costly) mobile pain points and provides actionable insights for improvement.

Key findings from the report include:

• The “frustration threshold”: the specific load time after which users are most likely to abandon an app/mobile site
• The top three conversion blockers in mobile checkout flows and how leading mobile-first brands are solving them
• Industry benchmarks for mobile speed, engagement, and abandonment
• Proven strategies from high-performing brands to boost mobile conversions
• Real-world case studies showing how optimizing mobile UX directly impacts revenue

With mobile traffic continuing to dominate the digital landscape, Quantum Metric’s new report aims to help businesses stop guessing and start optimizing with confidence.

The full report is now available for download here.

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At HilltopAds, one of the top advertising networks since 2013, bloggers and influencers can monetize traffic from any social media or mobile app with a new Shortened DirectLink. This tool offers a streamlined, platform-friendly way for publishers, influencers, and marketers to monetize clicks from networks like Facebook, Instagram, Twitter, Telegram, TikTok, and others.

What is Shortened DirectLink?

The Shortened DirectLink is a compact version of the standard DirectLink, designed specifically to meet the limitations and requirements of social platforms. It allows users to share clean, concise links that look natural in posts, bios, and comments — all while generating revenue through HilltopAds’ global ad demand.

Key advantages

• Optimized for social media: The shortened format is less likely to be flagged or blocked, making it ideal for platforms with strict content policies.
• Higher engagement rates: Cleaner links typically result in more clicks, which translates to higher revenue potential.
• No technical barriers: Users can create a Shortened DirectLink directly from the HilltopAds dashboard, no coding or external tools needed.
• Full monetization capabilities: Despite its size, the link maintains access to HilltopAds’ premium ad feed, high CPM rates, and worldwide traffic coverage.

Who benefits?

This feature is especially valuable for:

• Content creators and influencers
• Social media page or group owners
• Affiliate marketers and community managers
• Anyone monetizing mobile apps or social media traffic

Availability

The Shortened DirectLink is now live and available to all HilltopAds users. By simplifying the process of sharing monetizable links across social platforms, HilltopAds continues to provide powerful solutions for modern traffic sources.

For users looking to convert social engagement into real revenue, the Shortened DirectLink offers a fast, reliable, and effective option.

To learn more about the shortened DirectLink, go to the HilltopAds blog.

Register with HilltopAds and start social media traffic monetization with the Shortened DirectLink.

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The countdown is on for App Promotion Summit London, taking place at The Brewery on April 24th, 2025. This is your last chance to register — if you haven’t done so already — and attend the biggest app industry event of the year.

We’re also excited to announce that the official APS London Networking App is now live. Whether you’re attending to learn, connect, or grow your app business (or all three!), this powerful platform is your go-to companion for getting the most out of the event.

What you can do on the app:

• Network smarter: Browse the full attendee list and use smart filters — or let AI matchmaking do the work — to find and connect with the right people.
• Plan your path: With over 40+ talks, panels, workshops, and interactive sessions across seven stages, you can customize your agenda and maximize every moment.
• Schedule 1:1 meetings: Want to meet someone in person? Just pick the time, date, and location — your meeting will be added to your schedule automatically.
• Discover leading apps and agencies: Check out the profiles of top companies exhibiting at APS and bookmark your must-visits.

Last year’s app powered 4,000+ messages, led to hundreds of meetings, and created 1,000+ new connections. This year? We’re going even bigger.

Don’t miss your chance to build meaningful connections, gain insights from industry leaders, and take your app growth to the next level.

Download the APS London app now and get started.

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The mobile industry thrives on innovation, and behind that innovation are the talented people driving it forward. Yet, despite growing diversity, women in mobile — whether in ad tech, app marketing, or gaming — are still underrepresented in industry conversations and within senior roles. According to Skillsoft’s Women in Tech Report, women only comprise about 25% of the tech workforce. There’s also a significant disparity in senior roles, with research by PwC finding just 5% of leadership positions in the technology sector are held by women.

Mobile advertising company Liftoff is launching a new monthly series, debuting here on Business of Apps, to help elevate and amplify the voices of inspiring women shaping the world of mobile apps and technology. Each month, the series will spotlight a rising star or leader from the mobile industry, who’ll discuss their biggest achievements, offer insights into the state of the industry, and guide others looking to take their career to the next level.

The series will highlight female experts from various facets of the mobile app ecosystem — including user acquisition, programmatic advertising, monetization, and more — from a diverse range of app categories, comprising everything from lifestyle and entertainment to education and news. The first article of the series is live now and focuses on Casie Jordan, Senior Vice President of Revenue Platforms at Liftoff.

In her article, Jordan discusses her past ten-plus years in mobile marketing, touching on her time at Twitter’s MoPub, where she launched and scaled MoPub’s Advanced Bidding, the industry’s first mobile app ads unified auction. She also discusses how app developers can balance monetization with their user experience and her thoughts on where AI and machine learning (ML) are taking mobile ad tech.

“At Liftoff, we strive to recognize excellence from all walks of life — be it newcomers who are just starting their career journeys or strong leaders with decades of experience,” says Taissia Belozerova, Head of Marketing at Liftoff. “This series is our way of celebrating the incredible women making a difference in mobile, providing them with a platform to raise their voices and ultimately inspire the next generation of leaders.”

Liftoff has spent more than half a decade highlighting the accomplishments of women in mobile, and this series marks the company’s latest initiative. Past efforts have included an extensive interview series with PocketGamer showcasing women’s impact on the mobile gaming industry, as well as numerous webinars and podcasts featuring discussions with female leaders on topics like career growth, industry challenges, and strategies for success.

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The advertising landscape is shifting fast, and Connected TV (CTV) is leading the charge. As audiences move away from traditional linear TV, marketers need to keep up with new channels, smarter targeting, and fresh creative approaches.

Smadex has released the CTV Guide — an actionable resource designed to help brands and advertisers tap into the full potential of CTV. Whether you’re building brand awareness or focused on performance marketing, this guide gives you the tools to succeed.

Here’s what’s inside:

• CTV, demystified: Confused by all the acronyms? Learn what sets CTV apart from OTT and traditional TV, and why this channel offers unique opportunities for both reach and performance.
• Winning strategies: Discover full-funnel CTV strategies to drive everything from upper-funnel awareness to lower-funnel conversions. The guide breaks it down by goal and audience type.
• Measuring what matters: Performance in CTV isn’t guesswork. Smadex walks you through the most important KPIs, including impression delivery, completion rates, and view-through attribution.
• Advanced targeting: From behavioral and demographic data to contextual, deterministic, and probabilistic targeting, the guide explores how to reach the right viewer, at the right time.
• Creative that connects: Get pro tips on crafting binge-worthy ad creatives designed to capture attention on the biggest screen in the house.

And that’s just the start. Stay competitive in the fast-moving world of digital advertising. Download the CTV Guide from Smadex and start building smarter campaigns for the connected era.

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AVOW, the award-winning global app growth company specializing in mobile OEM advertising, has released a new industry playbook designed to help fintech app marketers fast-track their user acquisition strategies.

Titled The Mobile OEM Advertising Playbook for Fintech Apps, the playbook delivers concise, insight-driven strategies for acquiring high-quality users through mobile OEM channels and alternative app stores across key global markets. With traditional ad platforms becoming more restrictive and saturated, fintech marketers are under pressure to find alternative, scalable channels that deliver real users, measurable results, and fraud-free performance.

Built for today’s fast-moving finance app ecosystem, the playbook is tailored to marketers in verticals like crypto, neobanking, trading, BNPL, payments, and digital banking, offering practical solutions for overcoming challenges such as rising acquisition costs, increasing platform restrictions, fraud concerns, and user trust barriers.

Unlike previous AVOW resources that offered broad overviews and tactical advice, this new playbook takes a sharper, execution-focused approach. It’s built to be fast to read, easy to apply, and highly relevant to performance-driven growth teams navigating complex ad environments.

What’s inside The Mobile OEM Advertising Playbook for Fintech Apps:

• Actionable growth strategies for reaching high-intent users through OEM-owned inventory
• Regional market insights from Southeast Asia, North America, Europe, and more
• Fraud mitigation advice from MMPs like AppsFlyer and Singular
• Mobile OEM partner contributions from Xiaomi, OPPO, and Transsion
• Real-world fintech case studies powered by AVOW’s mobile OEM network

The insights were shaped with input from AVOW’s OEM partners and leading attribution platforms, bringing multiple perspectives to today’s acquisition challenges.

The playbook positions OEM advertising not as a niche tactic, but as a core strategy for sustainable growth — giving marketers access to 1.5 billion daily active users across 86% of the global Android market. Through placements such as preloads, branded app stores, and push notifications, OEMs allow fintech brands to connect directly with high-intent users on-device — bypassing the oversaturation of traditional app stores.

AVOW’s approach also prioritizes transparency and performance. Through integrations with leading mobile measurement partners like AppsFlyer, Singular, Adjust, Kochava, and Branch, fintech advertisers can ensure accurate tracking, campaign optimization, and protection from fraud.

The goal is to equip fintech teams with a resource that prioritizes speed, scale, and strategic clarity.

“This isn’t just another whitepaper — it’s a hands-on guide for fintech growth leaders looking to future-proof their acquisition strategies,” said Robert Wildner, CEO and Co-Founder of AVOW. “We created this playbook to give app marketers the blueprint they need to tap into overlooked channels, scale efficiently, and outpace competitors.”

The Mobile OEM Advertising Playbook for Fintech Apps adds to AVOW’s growing collection of vertical-specific resources — following successful guides for gaming, ad formats, and organic uplift. With this latest release, AVOW reinforces its commitment to helping marketers in highly competitive verticals unlock smarter, safer, and more scalable growth strategies.

It’s a must-read for marketers aiming to gain a competitive edge and future-proof their app growth in an increasingly regulated and fragmented mobile advertising landscape.

Download the playbook here.

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App Promotion Summit London returns to The Brewery on April 24, bringing together some of the brightest minds in app growth, product, and marketing. It’s one of the leading events in the space—and for good reason. This is where strategies are shared, frameworks are unpacked, and real stories of scaling apps are told, unfiltered.

Across seven dedicated content stages, attendees will hear from 60+ speakers delivering 35+ sessions, workshops, and roundtables. The agenda covers the full spectrum of modern app growth — from embedding AI in app marketing and privacy-enabled user acquisition 2.0 to world-class retention, product-driven growth, revenue growth, and channel diversification.

Seven stages, one goal: Smarter app growth

The event is structured to help you go deep where it counts, with content stages including:

Main Conference

Growth Zone

User Acquisition Zone

App Product & Engagement Zone

Roundtable Zone

App Talks

The Verticals Zone

Whether you’re focused on optimizing your funnel or expanding into new markets, there’s a session (or several) built for you.

Agenda highlights

• Dmitry Gurski (Flo) will share how the team scaled from the outskirts of Minsk to 250M ARR and 75M MAU.
• Barbara Schädel (The Very Group) explores how a simple advent calendar idea became a powerful re-engagement tool.
• Ritwik Arya (Trainline) presents an ASA automation framework designed to scale global growth with smarter, faster decision-making.
• Angèle Lenglemetz (Cleo) brings insights from 73 million conversations to show how AI nudges and gamification can drive user habits and retention.
• Anton Volovyk (Reface) shares lessons learned from 250 million downloads and what it takes to grow AI-powered apps.
• Asya Kuznetsova (Wise) dives into referral programs and sustainable growth loops through product-led thinking.
• Steve Toy (Memrise) discusses how LLMs can address real user needs and where the real opportunities lie.
• Jess Parkijavan (The Premier League) leads a roundtable on what it takes to successfully launch and grow app products.
• Mykhailo Kudla (Bolt) reveals how performance-driven influencer partnerships helped them cross 1M installs in 15+ countries.
• Evelina Gruzdzevičiūtė (NordVPN) breaks down how cross-functional collaboration can unlock better A/B testing outcomes.

Come for the strategies, stay for the conversations

The best part? It’s not just about sitting through presentations—it’s a chance to ask real questions, learn from peers, and connect with others working on similar challenges in app growth and product.

App Promotion Summit London takes place 24th April 2025 at The Brewery, London. Registration is open now — save your spot here.

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

As competition intensifies on the app stores, a new market map charts the platforms and partners shaping visibility, conversion, and growth.

In today’s mobile economy, building a great app is only the beginning. The real challenge lies in getting that app discovered and downloaded in an environment where visibility is algorithmic, distribution is fragmented, and user acquisition is both more data-driven and more unpredictable than ever.

To help navigate that complexity, we have released the App Store Marketing 2025 Market Map, a comprehensive visual guide to the tools, platforms, and services powering app store growth today.

The map highlights seven core categories shaping app marketing strategies across iOS, Android, and alternative distribution channels:

• App Store Marketing Platforms: All-in-one solutions for managing metadata, keyword rankings, A/B testing, and creative localization at scale.
• App Store Analytics: Tools offering deep visibility into performance, category trends, and competitive benchmarks.
• Apple Search Ads Partners: Platforms that optimize ASA campaigns for precision targeting and efficient spend.
• ASO Tools: Tactical software for keyword discovery, localization insights, and ongoing metadata optimization.
• Web-to-App Solutions: Technologies bridging the gap between web engagement and app installs, complete with attribution tracking.
• Alternative App Stores: Channels expanding reach beyond Google Play and Apple’s App Store, especially in emerging markets.
• Agencies: Strategic partners with experience navigating ASO, creative iteration, and global campaign execution.

Available in both PNG and PDF formats, the map is designed for mobile marketers and growth teams who need a fast, clear, and up-to-date overview of the landscape — ideal for strategy sessions, planning decks, or identifying new partners in a shifting ecosystem.

Download the App Store Marketing 2025 Market Map here and get a clearer view of the infrastructure behind mobile growth.

The post Mapping the future of app store marketing in 2025 appeared first on Business of Apps.

ROIBest, the pioneer in progressive web app (PWA) solutions, is revolutionizing mobile advertising through its PWA technology. In an increasingly competitive ad environment, advertisers are under pressure to deliver better results with tighter budgets. By partnering with global demand-side platforms (DSPs), such as Kwai, ROIBest transforms how ads are built, delivered, and optimized.

Advertisers’ key challenges

As advertisers face the dual challenge of rising costs and underperforming campaigns—often due to slow landing pages, fragmented data, and inefficient workflows—ROIBest comes together with DSPs to address these challenges:

• Poor landing page performance: Slow load times and limited interactivity lead to high bounce rates, forcing advertisers to pay more for traffic that doesn’t convert.
• Fragmented data: Disconnected systems between DSPs and advertisers delay or skew conversion tracking, making it difficult to capture real-time user behavior and optimize ad strategies accordingly.
• Cumbersome ad creation: The traditional ad creation process is time-consuming, often causing advertisers to miss key traffic windows during game releases or trending campaigns.

“Advertisers need agility to keep pace with dynamic markets,” says ROIBest Marketing Manager, Rey Lyu. “Our PWA solution doesn’t just streamline workflows—it rebuilds the infrastructure for smarter, faster, and more sustainable ad placement.”

ROIBest enables hyper targeting and maximized ROI

ROIBest is the leader and pioneer in leveraging PWA technology to scale app growth. Its PWA solution delivers:

• Independence form app stores: Enable developers to bypass approval delays and app store fees to distribute apps.
• Universal compatibility: Reach 1/8 of Android devices globally, ensuring fast-loading ad pages and seamless user experience.
• Comprehensive ad account protection: ROIBest reduces unnecessary ad suspensions by redirecting 80% of user complaints to a self-managed channel, prevents 70% of false bans through page code obfuscation, and ensures faster reviews by inserting random characters to texts with AI.

ROIBest is transforming digital advertising with its Android PWA solution. By integrating systems with DSP platforms, ROIBest further enables advertisers to hyper-target demographics while minimizing wasted ad spend.

Smarter algorithms and better performance through data integration

ROIBest’s innovative PWA solution connects data across the entire user journey—covering ad impressions, conversions, and retention. By synchronizing this data with DSP systems, ads can be optimized in real time to drive unprecedented precision, stronger performance, and higher ROI.

Official channel for adding PWA assets to create ads fast

With Android PWAs delivered by ROIBest, advertisers can set up high-performance landing pages in just three steps through a DSP platform (Select your PWA partner > Enter the promotion URL > Complete creation)—boosting efficiency by over 60%. This is especially valuable for fast-paced industries like gaming and social apps.

ROIBest: A go-to PWA partner for global advertisers and developers

ROIBest’s PWA solution has benefited numerous global leading companies in social, gaming, utility, and short drama sectors, helping them drive higher conversions and lower costs. As major DSP platforms integrate the solution, ROIBest is building a more open and flexible Android ecosystem.

Get on board with ROIBest and stay ahead in the ad landscape.

The post ROIBest partners with DSP platforms to streamline app advertising appeared first on Business of Apps.

In 2024, Adsterra, a global advertising network, took a groundbreaking step by launching World AdTech Day — the first-ever dedicated celebration for professionals in the adtech industry. This initiative was created to recognize the contributions of experts who drive digital advertising forward.

On March 27, 2025, the celebration returned for its second edition, once again bringing together industry pioneers, innovators, and professionals from across the globe.

Explore all event details, promotions, and partner initiatives on the official website.

A new tradition for the adtech community

World AdTech Day has quickly established itself as a key event in the advertising technology landscape, providing an opportunity to acknowledge and celebrate the professionals who develop cutting-edge solutions in digital marketing.

This global initiative unites a diverse range of industry players, including:

• Advertising platforms
• Affiliate programs
• Hosting providers
• Analytics and tracking systems
• Marketing software developers

Industry leaders supporting #WorldAdTechDay 2025

This year’s celebration is backed by 23 companies committed to honoring adtech professionals. These partners include Adsterra, Binom, BeMob, EvaDav, CrakRevenue, CPV Lab Pro, Keitaro, RedTrack, Voluum, Galaksion, Push.House, ROIads.co, FatAds.co, 3SNET, Bloggersideas, Affmaven, Aff.ninja, Evamobi, Adxad, Mobidea, AffiliateMastermind, and more.

These companies host exclusive webinars, launch special promotions, and engage with the adtech community through social media using the hashtag #WorldAdTechDay.

World AdTech Day ethos

The advertising technology industry has grown into a complex and dynamic ecosystem that requires specialized expertise. World AdTech Day was created to recognize the skilled professionals who power this evolution, from media buyers and big data analysts to PPC managers and affiliate marketers.

By celebrating their dedication, this event shines a spotlight on the people who:

• Create seamless brand-consumer connections
• Develop innovative advertising solutions
• Enhance digital marketing strategies through data-driven insights
• Advance ethical and responsible advertising practices

How to get involved in the celebration

On March 27, 2025, adtech professionals from around the world are invited to showcase their contributions by posting on social media.

The content can feature:

• Behind-the-scenes moments from ad campaigns
• Innovative adtech projects or milestones
• Team celebrations or work highlights
• Industry-related memes or fun insights

To join the conversation, participants should use the official hashtags #WorldAdTechDay and/or #AddYourTech. After that, check out the Social Wall on World AdTech Day website to see your post featured there!

This year, there’s even a special merch contest by Adsterra to encourage creativity and celebration. More on that on the event’s official website.

A community-driven initiative

At its core, World AdTech Day is more than just a celebration — it’s a movement that unites the people behind the digital advertising industry. The day brings together thought leaders, developers, and marketers who dedicate their expertise to enhancing advertising technology and creating meaningful user experiences.

Adsterra: The force behind World AdTech Day

World AdTech Day is proudly spearheaded by Adsterra, a leading global ad network that has been shaping the adtech landscape since 2013.

Known for its smart advertising solutions and proprietary ad formats like Social Bar, Adsterra continues to drive industry innovation. The company’s Partner Care Program ensures that every advertiser and publisher receives specialized support, reinforcing its commitment to fostering sustainable and effective partnerships.

You can still join! World AdTech Day is a chance to celebrate achievements, connect with fellow professionals, and recognize the incredible advancements shaping digital advertising. The celebration is in progress, so there’s a chance to make your contribution to it.

The post World AdTech Day 2025: Twice as many partners as last year appeared first on Business of Apps.

Remerge and Adjust are teaming up with Google for an exclusive event about the impact of the Android Privacy Sandbox.

Think Outside the Sandbox will take place in London on April 10 at The Apartment at The Hoxton. Through presentations and in-depth panel discussions, some of the most influential mobile marketing minds will share their insights on what’s ahead for the industry — and how you can prepare for app growth in the privacy-first world.

Spots are limited, so secure your seat now and hear more on:

• The latest on mobile measurement and attribution
• Privacy-safe retargeting in 2025 and beyond — what works, what doesn’t
• SDKs, APIs, and the practical steps you should take now

This is the year’s top event for getting the inside scoop from the people directly involved in shaping the Privacy Sandbox ecosystem.

Don’t miss out — access the full agenda and registration form.

The post Join Remerge, Adjust, and Google for an exclusive Sandbox event on April 10th appeared first on Business of Apps.

Join Yodel Mobile on Thursday 3rd April at 2.30pm GMT for How to get your app featured on the App Store, a free webinar exploring how you can boost your app’s visibility.

Whether you’re launching a new app or looking to scale your current app, this webinar will offer actionable insights to help improve your app’s performance and drive downloads.

What will you learn?

During the session, our app growth experts will break down the proven strategies that drive success, offering expert insights into:

• How to submit your app for featuring consideration
• Best practices for ASO, design, and localisation
• Pro tips to maximise visibility and engagement

Who will you hear from?

• Arazoo Kadir, Agency Growth Director at Yodel Mobile
• Nat Abell, Senior ASO Manager at Yodel Mobile
• Jessica Spivey, Senior ASO Executive  at Yodel Mobile

Got burning questions about getting your app featured? We’ve got answers! In addition to the valuable insights you’ll gain during the webinar, we’ll be hosting a dedicated Q&A session.

This is your chance to directly ask our experts your most pressing questions. To make the most of this opportunity, you can even submit your questions ahead of time during the registration process.

Register now!

The post Discover the secrets of getting featured on the App Store appeared first on Business of Apps.

The clock is ticking for anyone planning to attend App Promotion Summit London 2025. Early bird tickets close this Friday, March 28th, with savings of up to £500 still on the table.

The event will bring together over 800+ in-person attendees, with 70+ speakers across 7 content stages covering app growth, user acquisition, retention, ASO, monetization, and more. It’s a one-day deep dive into the strategies driving mobile growth in a competitive market.

Alongside the content, attendees can expect high-quality networking with marketers, product leads, and growth teams from across the app ecosystem.

Secure your spot today and save up to £500.

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

The mobile app industry is evolving fast, from AI automation to new monetization models. To stay ahead, you need to follow new trends, explore opportunities, and adapt to market changes.

Yango Ads has released the AdTech Trends 2025 Playbook, Mobile Apps Edition — a practical guide to app growth and revenue optimization, helping businesses navigate industry changes.

The playbook explores key shifts in adtech, including:

• Expanding in emerging markets: Countries like Vietnam, Indonesia, Brazil, and Russia offer great opportunities for growth. Mobile adoption is rising, user acquisition costs are lower, and engagement and retention rates are high. Learn more about these markets and key strategies for success.
• Hybrid monetization: Relying on just one revenue stream is no longer effective. Discover how to combine ads, subscriptions, and in-app purchases to create a balanced monetization strategy.
• Open bidding: Traditional programmatic ad methods in mobile apps are becoming less effective. To improve competition and increase fill rates, publishers are switching to open bidding. This real-time auction lets multiple ad networks bid at the same time for an ad impression. The playbook explains how open bidding can boost revenue while keeping a great user experience.

And that’s just the beginning. Keep up with the competition — download the AdTech Trends 2025 Playbook and improve your app monetization strategy.

The post How open bidding and hybrid monetization are transforming mobile apps appeared first on Business of Apps.

App Promotion Summit London is set to return to The Brewery on April 24th, 2025. APS has become a cornerstone of the app industry, bringing together forward-thinking app growth leaders from around the world. This year will be no exception with over 800 senior app marketers, product strategists, and growth experts from leading global brands in attendance.

The Early Bird ticket sale ends next week. This is your chance to save £500 on your ticket.

Event highlights:

Top-tier attendees: Network with over 800 senior app marketers and leaders from industry giants, including Strava, Booking.com, Monzo, Taco Bell, King, Babbel, Decathlon, Wise, Jet2, Immediate Media, Blinkist, and more.

Expert speakers: Hear directly from CEOs, CMOs, and app unicorn leaders representing major brands such as Flo, The Premier League, Bolt, Wise, Xero, and The BBC.

Deep-dive workshops: Attend specialized sessions across 7 content stages, including focused workshops, intimate interviews, and industry-specific roundtables.

Networking opportunities: Leverage the custom APS event app to set up meetings, connect with peers, explore the venue, and engage with exhibitors seamlessly.

Exhibition nearly sold out: The bustling Exhibition and Marketplace area is already 90% booked, featuring the world’s leading user acquisition and app engagement platforms and agencies.

Don’t miss out on the opportunity to be part of an event that will help you learn how to grow and scale apps. Join 800+ in-person attendees and immerse yourself in a day of insightful sessions led by 70+ industry experts across 7 content stages and unrivalled networking opportunities and experiences. Secure your spot now.

The post 5 Reasons to join us at APS London appeared first on Business of Apps.

Looking to scale your app business and forge high-value connections? The Global Growth Meetup Berlin 2025 brings together top app developers, industry leaders, and growth strategists to explore cutting-edge tactics for navigating the evolving global app economy.

Set in the heart of Berlin, this exclusive event offers a focused environment to exchange ideas, gain expert insights, and uncover new opportunities for sustainable growth.

What to expect:

• Gain insights from industry experts on the latest UA trends
• Discover all about the evolution of rewarded advertising
• Hear from a panel of experts on strategies for app growth in 2025 and beyond
• Meet like-minded peers and experts for networking, idea exchange, and potential business partnerships

Date and location:

When: Wednesday, March 26, 4:30 PM
Where: Eve by Night Kitchen, Oranienburger Str. 32, 10117

Space is limited. Don’t miss your chance to take part in this unique opportunity to grow your network and expand your vision.

Reserve your spot here.

The post Level up your app game at the Global Growth Meetup Berlin 2025 appeared first on Business of Apps.

Yodel Mobile, the leading app marketing agency, has announced the appointment of Alexandra Stamp as Head of Marketing.

Stamp, who joins as the first senior marketing hire, brings a wealth of experience from leading agencies, including MHP Group, Croud, and Medialab. Most recently, as Head of Marketing at MHP Group, she focused on multi-channel campaigns, brand positioning and strategic partnerships to drive measurable business outcomes.

Founded in 2007, Yodel Mobile specialises in full-funnel mobile marketing strategies, including app store optimisation (ASO), paid media management, retention, engagement and monetisation strategies. Yodel Mobile has helped scale some of the world’s most successful apps across industries, driving sustainable growth through data-led strategies. Clients include UKTV , B&Q, The RAC, Breast Cancer Care, Yodel Delivery and TUI.

Stamp said:

“It’s hugely exciting to be joining Yodel Mobile on the back of a sustained period of impressive growth. It’s been a challenging 18 months for many agencies, but Yodel Mobile has flourished and continues to strengthen its position as a leader in app growth.”

Mick Rigby, CEO of Yodel Mobile, added:

“We are thrilled to welcome Alexandra to the team. Her expertise in data-driven marketing and her track record of delivering outstanding results make her the perfect fit for Yodel Mobile. As we continue to expand, her leadership will be instrumental in driving our next phase of growth.”

The past year has been a landmark period for Yodel Mobile, particularly in the US, where the company has seen significant expansion and client wins, including Dick’s Sporting Goods, Auto Nation Gather and People Ready. Their innovative approach to app growth was recognised globally, earning them awards such as App Marketing Agency of the Year 2024, Most Effective ASO Campaign of the Year 2023, and the Culture 100 Award (greatest places to work) in 2024.

At the core of Yodel Mobile’s success is its proprietary Infinite App Growth Loop, a unique, holistic framework that optimises every stage of the user lifecycle, from acquisition to user advocacy. Powered by data, this ongoing optimisation growth loop ensures continuous improvement with each iteration, driving sustainable, long-term app growth for clients worldwide.

The post Yodel Mobile strengthens leadership, names Alexandra Stamp as first-ever Head of Marketing appeared first on Business of Apps.

As we enter 2025, the mobile marketing landscape remains a hot topic of discussion. Bold claims like “hypercasual games are dead” and “user acquisition is obsolete” continue to circulate alongside the intensifying competition between gaming and non-gaming apps for user attention and brand visibility. But what does the data actually say?

SocialPeta’s latest in-depth whitepaper, The ultimate guide for running better mobile marketing campaigns, unpacks key marketing trends from 2024, analyzing the shifts that shaped the mobile gaming and non-gaming industries.

The report reveals surprising insights, including:

The casual game genre still leads in advertiser and creative share, but RPGs have emerged as the most competitive genre in marketing.

iOS creatives are declining in the mobile gaming sector, yet their presence is increasing in the non-gaming space.

While the global mobile game market continues its recovery, the non-gaming sector has reached record-breaking heights.

With detailed data analysis and expert insights, this report is your go-to resource for optimizing 2025 marketing strategies and identifying new growth opportunities.

Download the full report here and stay ahead of the game.

The post Want to run better mobile marketing campaigns? appeared first on Business of Apps.

You’ve achieved impressive growth with your app – hitting key milestones in installs, active users, and lifetime values. But with scale comes new challenges: rising competition, increasing CPIs (cost per install), and the pressure to justify higher marketing budgets.

To address these challenges, Yodel Mobile has launched Unlocking sustainable app growth: The ultimate app marketing guide, a report designed for app businesses ready to scale efficiently while controlling acquisition costs.

Featuring expert insights from Appsflyer, Apptweak, and MobileAction, this guide explores proven strategies to help you navigate rising CPIs and sustain growth without overspending. If you’re looking to refine your approach to app marketing in 2025, this is for you.

 Who is this app marketing guide for?

This isn’t a guide for early-stage apps that are just launching or in the early growth phase of their product. Instead, it’s tailored for successfully launched businesses that are now focused on scaling efficiently whilst keeping acquisition costs low.

With many apps vying for attention, the app store marketplace is more competitive than ever. Standing out requires more than just increasing spending – it demands a smarter, more strategic approach to user acquisition.  The guide explores proven techniques to help you grow sustainably without dramatically increasing your costs.

Key challenges this guide solves

Scaling your app without acquisition costs spiralling out of control is a common hurdle for many businesses. This guide covers strategies to:

• Optimise paid and organic acquisition for cost-effective growth
• Adjust and leverage new app store tools for better audience segmentation
• Enhance creative performance and boost conversion rates
• Navigate privacy updates and refine attribution tracking, including how to optimise your SKAdNetwork

Enter the next phase of growth

This guide equips you with advanced strategies to scale your app, optimise spending, and maintain sustainable acquisition.

Download Yodel Mobile’s Unlocking sustainable app growth: The ultimate app marketing guide now to take control of your app’s growth!

The post Achieving growth and managing acquisition costs in 2025 and beyond appeared first on Business of Apps.

The biggest names in the app industry are gearing up for App Promotion Summit London 2025, taking place on April 24th at The Brewery. This year’s APS brings together 800+ app marketers and product leaders from the world’s top brands for a day of networking, insights, and growth strategies.

With bookings up 37% from last year, this year’s APS London is set to be the biggest and most impactful yet.

Industry giants in attendance

From fintech to fitness, eCommerce to entertainment, leaders from top-performing apps and brands are joining, including:

Shopping

Very, Auto Trader, Screwfix, Ocado, NEXT, Amazon, John Lewis, B&Q, Ryman, Naked Wines, TK Maxx, Levi Strauss & Co., Decathlon, PrettyLittleThing

Finance

American Express, Monzo, Tide, Emma, NatWest Rooster Money, CoinStats, Remitly, ClearScore, TotallyMoney, Cleo AI, TransferGo, Xero, Kuda, IG Group, Wise

Travel

Jet2, Holiday Extras, Trainline, Bolt, TUI, Skyscanner, Booking.com, GetYourGuide, Turo, FREENOW, Kiwi.com, The RAC, Haven

Games

King, Niantic, SEGA HARDlight, Tripledot Studios, Entain, Stillfront, Product Madness, Paddy Power Betfair, Marmalade Game Studio, William Hill, Trailmix, PokerStars

Education

Babbel, Dogo, Driving Test Success, tonestro, Learn To Master, Busuu, Headway, EF Hello, kitUP, Musopia, Drops, Blinkist, Memrise

Health & Fitness

Runna, Holland & Barrett, Adidas, Sweatcoin, Nutracheck, Flo, YAZIO, Arise, Simple, Fitify, Pixster Studio, The Body Coach, EvolveYou, Strava

Media

BBC, Financial Times, Channel 4, The Telegraph, Reuters, Paramount, Reach plc, Immediate Media

Food & Drink

Taco Bell, Mob, AB InBev, Flink

Why you can’t afford to miss APS London 2025

• Connect with app growth and revenue leaders across multiple industries
• Gain cutting-edge insights from top brands and industry experts
• Explore the latest strategies in user acquisition, retention, and monetization
• Network with peers, partners, and potential clients in an exclusive setting

Plus, for every ticket sold, a tree will be planted.

Tickets are selling fast — secure yours now here.

Want to sponsor or partner with APS London? Get in touch!

The post Who’s coming to APS London 2025? appeared first on Business of Apps.

ContextSDK has unveiled a new case study showcasing how Wizz, one of France’s top friend-finding apps, transformed user engagement and retention using real-world context data.

By leveraging ContextSDK’s advanced context-aware technology, Wizz optimized in-app interactions, leading to significant increases in conversions, revenue, and overall user satisfaction — all while maintaining a strong commitment to privacy.

Unlocking the power of context-aware engagement

The case study provides an in-depth look at how Wizz used over 200 real-world signals — including motion, device status, and time of day — to tailor user experiences in real time.

This innovative approach enabled the app to engage users at the perfect moment, resulting in remarkable outcomes:

• 81% increase in conversions by delivering offers exactly when users were most receptive
• 80% of potential sales achieved with just 20% of upsell attempts, demonstrating the power of precision targeting
• Higher engagement, retention, and loyalty through contextually relevant interactions
• Enhanced privacy-first strategies that improve app performance without compromising user trust

Why context-aware strategies matter

In an increasingly competitive app landscape, generic engagement tactics are no longer enough. Context-aware technology allows apps to move beyond static interactions and instead create meaningful, well-timed experiences that drive real results. Wizz’s success story demonstrates how understanding user context can turn passive users into loyal customers while maximizing monetization opportunities.

As mobile engagement becomes more sophisticated, brands that adopt context-aware strategies will gain a significant competitive edge. ContextSDK provides the tools needed to ensure every interaction is impactful, timely, and relevant, helping apps like Wizz thrive in a crowded market.

The post Maximizing app retention through context-aware engagement appeared first on Business of Apps.

Tenjin, a leading mobile measurement platform, is proud to announce it has joined Meta’s Mobile Measurement Partner (MMP) program.

This partnership enables Tenjin’s customers to measure and optimize the performance of their mobile app campaigns across Meta’s platforms, such as Facebook and Instagram.

Christopher Farm, CEO and Co-Founder at Tenjin, said about the partnership:

“Integrating with Meta marks a major milestone in Tenjin’s journey to empower growing mobile publishers.  Meta has long been the go-to platform for mobile publishers launching campaigns, thanks to its simplicity and proven effectiveness. At Tenjin, we share a similar product philosophy: making complex processes simple and accessible. With Tenjin, Meta’s advertisers can rely on an efficient marketing analytics platform that makes their growth much easier. From intuitive first interactions with our dashboard to unique tools like DataVault, we are dedicated to simplifying mobile marketing analytics and driving success for our users.”

Prior to the announcement, Tenjin has been engaged with Meta piloting the integration, and inclusion of Meta ads into measurement reporting. During this period, Tenjin worked closely with select clients to test and refine the partnership, delivering measurable improvements in campaign performance.

One of these clients, Zplay, experienced first-hand the benefits of the Tenjin-Meta integration.

Jane Wang, Marketing Manager at Zplay, commented:

“Tenjin and Meta integration works like magic—it was truly plug-and-play. The quality of the data and the additional Meta features we’ve unlocked through Tenjin have elevated our user acquisition to the next level, enabling us to scale efficiently and achieve remarkable results.”

This partnership marks a significant step forward for Tenjin as it continues to expand its offerings and solidify its position as a leader in mobile measurement and analytics.

The post Tenjin joins Meta’s Mobile Measurement Partner program appeared first on Business of Apps.

Tappx has launched a new resource designed to help mobile media buyers improve the effectiveness of their ad creatives. The guide, The art of mobile media buying: From design principles to user acquisition fundamentals, provides in-depth insights into key design principles and best practices that can enhance engagement, increase conversions, and maximize return on investment (ROI).

With digital advertising becoming more competitive, creative design plays a crucial role in campaign success. This guide serves as a practical resource for marketers looking to refine their approach and develop ads that not only stand out but also drive real results.

Key insights from the guide:

Design fundamentals: Learn the essential principles of effective ad design, including balance, emphasis, and simplicity, to create visually compelling campaigns.

Platform-specific adaptations: Understand how to optimize ad creatives for different devices and digital environments to ensure maximum impact.

Avoiding common pitfalls: Discover the most frequent design mistakes that hinder engagement and how to avoid them.

Data-driven optimization: Learn how to use A/B testing and analytics to refine ad performance and improve ROI.

Audience-centric approach: Get insights into tailoring ad designs for different demographics, from Gen Z to Baby Boomers, to boost relevance and engagement.

Whether the goal is to increase app downloads, enhance brand awareness, or improve conversion rates, this guide offers valuable strategies for success.

Download your copy of the guide here.

The post The art of mobile media buying appeared first on Business of Apps.

Leading game publisher Mattel163 partnered with rewarded marketing platform Gamelight to drive exceptional growth for its popular mobile card games, UNO and Phase 10. Through its cutting-edge rewarded UA strategies, Gamelight successfully promoted these titles across key geographies, including the US, Japan, UK, Germany, and France, on both Android and iOS.

This case study focuses on Phase 10’s impressive success with Gamelight. Mattel163’s objective was to scale efficiently in key regions while ensuring sustained profitability, long-term growth, and engaged players.

The campaign and results

Using its AI-driven rewarded UA platform, Gamelight leveraged deep user insights — including behavioral patterns, gaming history, and demographic data — to identify high-value users and drive exceptional campaign performance. Gamelight’s targeted approach resulted in significant ROAS growth across all regions, ensuring profitability while maintaining cost efficiency.

Performance by region

• Europe (UK, DE, FR): Exceeded expectations by surpassing D7 ROAS targets by 151%, ensuring long-term profitability.
• Japan: Doubled ROAS from D7 to D30, delivering sustained growth and efficiency.
• United States: Achieved 284% ROAS growth from D7 to D30, showcasing strong scaling potential with highly engaged users.

Given these results, Mattel163 recognized Gamelight as a key driver of success:

“This is a highly valuable and premium advertising channel, offering precise and high-quality traffic. It demonstrates outstanding performance in terms of cost recovery and overall data results, especially in core regions of Europe outside the US. The professional cooperation and service from the channel make it highly promising for long-term collaboration!”

Leon Zhou, UA Team Leader, Mattel163

Industry recognition

Gamelight’s continued success is validated by its rankings in the AppsFlyer Performance Index, where it holds a Top 2 position for Casual titles in Western Europe, Japan & Korea, among other regions. Additionally, Gamelight has also been recognized in the latest AppsFlyer Performance Index as the Top 1 rewarded UA source globally across all genres, solidifying its leadership in mobile game marketing.

AppsFlyer Performance Index

Source: AppsFlyer

Conclusion

Mattel163’s partnership with Gamelight has delivered exceptional ROAS growth, doubling and tripling performance across key markets, with up to 284% ROAS growth in the US. This collaboration highlights Gamelight’s ability to scale efficiently, ensuring long-term success and profitability for top mobile gaming brands.

As the #1 rewarded UA platform, Gamelight continues to empower game publishers with data-driven insights, AI-powered targeting, and highly engaged users.

Want to achieve similar results? Explore the Gamelight dashboard and its unique features here. For inquiries, reach out to partners@gamelight.io.

The post Gamelight overdelivers ROAS for two Mattel163 mobile games appeared first on Business of Apps.

The Apptivate podcast has become a reference point for marketers around the world. Since 2018, Remerge has been joined by some of the biggest mobile leaders and influencers to discuss the hottest tech trends, from privacy developments, app growth strategies, and campaign measurement to AI, creatives, and brand messaging.

Now, you can get behind-the-scenes at one of the longest-running ad tech shows.

Remerge has unveiled the winners of its inaugural Apptivate For The Record Awards — a list of its best-performing and engaging podcast episodes from 2024. The categories include:

• Apptivate Influencers (the most listened-to episodes from 2024)
• Apptivate Trendsetters (the episodes with the highest social media engagement rate in 2024)
• Apptivate High Scorers (the most listened-to gaming-focused episodes from 2024)
• Apptivate Editor’s Pick (the episode with exceptional advice and takeaways)

Get your copy of the results, which also features audience stats from the show and a guide to the conversations you may have missed.

The post Remerge launches new award to recognize best-performing app podcast episodes appeared first on Business of Apps.

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.

The post Introducing the App Analytics Ecosystem 2025 Market Map appeared first on Business of Apps.

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.

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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.

The post Entravision’s Smadex welcomes Jamil Downey as VP to drive US expansion appeared first on Business of Apps.

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.

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.

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.

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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.

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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.

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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.

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.

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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.

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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.

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.

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.

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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.

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.

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.

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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.

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.

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.

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.

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 Buyer's Guide

Download our App Engagement Buyer’s 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.

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.

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.

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.

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

The post TikTok achieves $10 billion in consumer spending 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.