After a year of experimentation in 2024, mobile app companies are now focused on scaling sustainable growth in 2025. With consumers spending significant time on mobile devices and increasing in-app purchases, marketers are adopting AI-driven tools, extending campaigns to Connected TV (CTV), and improving measurement strategies. Key data shows 88% of marketers use AI daily, U.S.
mobile ad spend will reach $228.11 billion, e-commerce app installs grew 17%, and CTV ad spend is projected at $34.3 billion. The Adjust report provides insights to help navigate these trends for user acquisition and retention.
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AppsFlyer2025 App Marketer Survey
The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
AppsFlyerThe marketer’s guide to buying an MMP
This guide helps app marketers select a Mobile Measurement Partner (MMP) by covering essential features like privacy-first measurement, unified attribution, fraud protection, and advanced analytics. It emphasizes choosing an MMP that integrates easily, scales with business growth, and provides reliable data for optimizing marketing ROI across teams.
AdjustHow to stop users deleting your app: 10 tips | Adjust
To reduce app uninstalls, focus on user-centric onboarding, consistent value delivery, and optimized performance. Personalize engagement through behavior-based push notifications and in-app experiences. Use proactive communication to re-engage dormant users, and leverage social proof to build trust. Avoid app fatigue by balancing communication frequency. Analyze uninstall data to identify churn patterns, encourage habit formation with streaks or daily rewards, and reward loyal users with exclusive perks. These strategies, supported by MMP analytics, help create an app experience users want to keep.
AppsFlyerBoosting your user acquisition strategy with preload campaigns
Preload campaigns are critical for UA in 2025, offering early brand presence, higher trust, and cost-efficient growth. Key benefits include increased visibility, engagement, and LTV. Practitioners should leverage advanced segmentation, automated recommendations, predictive analytics, extended attribution windows, and incrementality testing. Partnerships with OEMs and platforms like Appnext, Aura, AVOW, Digital Turbine, and InMobi can drive significant results, as seen with Magalu's 100k+ monthly installs and 4x ROAS.
Unity2024 Roundup and Spotlight on Mobile Game Growth | Unity
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AdjustAI in mobile gaming: Enhancing player experiences | Adjust
AI is transforming mobile gaming by enabling smarter game development, personalized player experiences, and optimized monetization. For ad ops decision-makers, key insights include AI-driven user acquisition through real-time A/B testing and cohort-based targeting, dynamic in-app pricing, and intelligent ad placements that improve engagement and conversion rates. AI also enhances predictive modeling for churn prevention and retention strategies. Embracing these technologies can improve ROI and campaign performance in a competitive market.
AdjustHow to scale a gaming app to 1 million players | Adjust
Scaling a gaming app to 1 million users requires AI-driven user acquisition with personalized creatives and playable ads, cross-platform storytelling, and influencer collaborations. Retention relies on adaptive content, community building, localization, and deep linking for seamless re-engagement. Hybrid monetization combining IAP, subscriptions, and ads with dynamic pricing optimizes revenue. Advanced analytics and predictive insights enable real-time campaign optimization. Decision-makers should prioritize AI and machine learning for UA and retention, implement deep linking for frictionless user journeys, and leverage data-driven monetization strategies to sustainably scale and retain a large player base.
UnityExtend Your Holiday Success: Q5 Strategies for Mobile User Acquisition | Unity
Unity trademarks are owned by Unity Technologies. Other names and brands are trademarks of their respective owners. This notice clarifies trademark rights in advertising.
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