As we approach 2025, mobile marketers are reflecting on how to allocate their ad budgets effectively, driven by rapidly changing consumer preferences and emerging trends. What does the data tell us about the evolving habits of mobile users? How have developments in 2024 reshaped the advertising landscape? And why is optimizing these strategies critical for success?
One of the most significant forces driving change is AI, which has transformed the advertising landscape by making ad campaigns more efficient and personalized. Searches for “AI advertising” have increased by nearly 600% in the last two years, reflecting the growing interest in AI-driven strategies. A recent study shows that just under 70% of digital marketers have already incorporated AI into their strategy. The benefits are clear: AI can analyze data, optimize impressions, and create ad content far faster than humans.
At the same time, the rise of short-form, soundless video ads is reshaping how marketers capture consumer attention. Market research shows that consumers often skip videos that don’t grab their attention in the first few seconds—more than 90% of consumers engage with short-form video content in their leisure time, but ads exceeding 15 seconds have much lower rates of engagement. As a result, brands are embracing ultra-short ads to engage viewers before they can click “skip.” Silent videos are also gaining traction, with platforms like Facebook reporting that 85% of users watch videos with the sound off. Advertisers are increasingly using captions and outstream video ads to deliver messages that resonate, even without audio, creating a seamless, user-friendly ad experience.
Mobile gaming is another frontier where advertisers are finding success. Nearly 70% of gamers would rather give up social media or TV than quit mobile gaming, and studies show they are more receptive to in-game ads than traditional digital ads. Reward ads, where players watch a video in exchange for in-game benefits, have seen particularly high engagement. Major brands like Unilever and Coca-Cola have already invested in mobile gaming ads, recognizing the potential to reach a broad, engaged audience. Far from the stereotype of teenage boys being the largest segment of gamers, data shows that actually 46% of mobile gamers are women, and many are aged 25 to 44, making this channel an increasingly attractive option for brands looking to diversify their ad spend.
Meanwhile, authenticity remains a key demand among consumers, particularly Millennials and Gen Z, who prefer genuine content over polished corporate messaging. Studies show that over 75% of consumers trust content from “everyday people” more than from brands themselves. This has led to a rise in influencer marketing and user-generated content, with brands tapping into more relatable, humanized forms of advertising. Beyond influencers, brands are also encouraging their employees to become advocates, as content shared by employees can reach a much wider audience than traditional brand content.
Finally, Amazon continues to dominate the e-commerce ad space. With ad revenues exceeding $46 billion in 2024, the platform now controls over 75% of all e-commerce ad spending in the United States. Amazon’s strategic placement of “sponsored products” at the top of search results gives brands a strong advantage—35% of shoppers click on the first product they see, and 64% click on one of the top three results. With a cost-per-click (CPC) of just $0.71 and a conversion rate of 9.55%, Amazon ads offer strong ROI, making them an increasingly important part of advertisers’ strategies as mobile shopping continues to grow.
Making 2025’s Ad Budget Count With Appnext
In light of the dramatic shifts in consumer behavior and advertising trends, marketers are rethinking how to allocate their budgets for maximum impact. As AI becomes increasingly integral to campaign optimization and ultra-short video ads dominate the mobile landscape, the competition for user attention is fiercer than ever. But one approach that has been gaining significant traction, particularly as marketers seek new ways to stand out in the crowded mobile ad space, is pre-install user acquisition (UA)—a strategy where Appnext has proven to be a vital partner.
Appnext’s solutions enable advertisers to leverage the critical moment when users first set up their new devices, giving brands a direct pathway to engage potential customers right from the start. This pre-install strategy aligns perfectly with 2025’s emerging trends, particularly as more brands look to integrate AI-driven insights and expand into new channels like mobile gaming. With Appnext, marketers can optimize their ad spend by ensuring that their apps are seen by highly engaged users at a key moment—when they are setting up their mobile device. This is more effective than traditional ads that users might skip or ignore.
By collaborating with original equipment manufacturers (OEMs) such as, Xiaomi, Oppo, Vivo and Huawei, Appnext helps advertisers overcome the challenges of crowded app stores and ad fatigue. Pre-install UA offers a fast route to high-volume installs, with increased visibility and engagement. The timing couldn’t be better for brands looking to expand their reach through non-traditional avenues like out-of-box recommendations and auto-install features integrated with platforms like Google Play. Not only does this method offer a more predictable cost structure than volatile display advertising, but it also ensures that advertisers pay only when a user actively engages with the app—maximizing return on investment (ROI). Beyond pre-installs, Alternative App Stores like Huawei AppGallery and Samsung Galaxy Store unlock new audiences, particularly in regions where Google Play faces restrictions. In conjunction, device-level recommendations leverage AI to deliver personalized app suggestions, positioning brands at the forefront of user engagement. By combining these strategies, brands can break through traditional barriers and reach untapped markets, ultimately driving deeper user engagement.
As mobile gaming rises as a key advertising channel, Appnext is ideally positioned to help brands take advantage of this lucrative opportunity. The platform’s ability to deliver relevant app suggestions during key touchpoints throughout the daily mobile journey of a user, gives advertisers a powerful advantage in reaching gamers who are increasingly looking for new games. Whether through reward ads or curated app store placements, Appnext allows brands to connect with users in personalized, non-intrusive ways, improving retention and long-term engagement.
In an era where authenticity and consumer trust are more critical than ever, Appnext’s UA solutions also aligns with the growing demand for personalized, meaningful advertising. As consumers turn away from generic brand messaging, Appnext’s tailored approach ensures that apps reach the right audiences in the right contexts, creating a more natural connection between brands and users.
As we move into 2025, advertisers must embrace these new strategies to stay competitive. Appnext offers the tools and insights to help marketers navigate the evolving mobile landscape, ensuring their apps stand out and their budgets are optimized for the highest possible impact.
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