As we head into 2025, the mobile marketing space is evolving faster than ever. The rise of new technologies, shifting consumer preferences, and the growing overlap between digital and physical spaces are reshaping how brands connect with audiences. We’ve analyzed the trends shaping the industry and identified five key predictions that will define mobile app marketing in 2025. From the unstoppable growth of in-app advertising to the expanding possibilities of Digital Out-of-Home (DOOH) advertising, here’s what marketers should prepare for in the year ahead.
In-app advertising is showing no signs of slowing down. As mobile apps remain a central part of our daily lives—used for everything from shopping and entertainment to fitness and education—brands are increasing their investment in this high-performing advertising channel. According to reports, US mobile ad spend is projected to surpass $200 billion this year. This accounts for over half (51.2%) of total media dollars spent in the US and nearly two-thirds (66.0%) of digital ad dollars. In-app ads (vs. mobile web ads) will take the lionshare of mobile ad spending this year (81.9%) and next (82.3%) making it an essential part of any mobile marketing strategy.
|
|
Source: eMarketer
What makes in-app advertising so effective? The immersive nature of apps offers unparalleled opportunities to engage users in meaningful ways. With precise targeting capabilities, dynamic ad formats like rewarded video, playable ads, and native ads, brands can deliver messages that are relevant, seamless, and non-intrusive.
What to expect in 2025:
For marketers, the takeaway is clear: in-app advertising will continue to dominate as one of the most effective ways to engage mobile-first audiences.
The marketing world is becoming increasingly interconnected, and consumers now move seamlessly between mobile, Connected TV (CTV), and Digital Out-of-Home (DOOH) platforms. In 2025, brands will need to adapt by creating omnichannel ad campaigns that provide a consistent and cohesive experience across these touchpoints.
DOOH, in particular, is on the rise, with screens now integrated into everything from transit systems to shopping malls. According to Grand View Research, the global DOOH advertising market size grew to $15.13 billion in 2023 and is expected to grow at a CAGR of 11.6% to reach $32.63 billion in 2030.
When combined with mobile and CTV, DOOH becomes part of a broader storytelling strategy that engages users wherever they are—on their phones, at home, or on the go.
Here’s where mobile marketing comes into play: mobile devices act as the connective tissue that ties these channels together. For example, a user might see a DOOH ad at a subway station, interact with a QR code to download an app, and later receive a personalized ad on CTV or in-app.
What to expect in 2025:
For brands, investing in omnichannel campaigns will no longer be optional. It will be a requirement for standing out in an increasingly fragmented media landscape.
The future of mobile app marketing will be defined by hyper-personalization, made possible through the growing capabilities of AI and machine learning. As users expect tailored experiences, Dynamic Creative Optimization (DCO) will become a cornerstone of advertising strategies in 2025.
DCO allows brands to automatically tailor ad creatives to individual users based on real-time data such as location, device, browsing history, and preferences. By leveraging AI, marketers can test, optimize, and deliver personalized ads at scale, ensuring relevance and improving performance.
What to expect in 2025:
Brands that embrace DCO and personalization will see higher engagement, better ROI, and deeper connections with their audiences.
In an age of skepticism, authenticity is the currency that wins consumer trust—and nowhere is this truer than with Gen Z. This digital-native generation prioritizes brands that are transparent, relatable, and socially conscious. For marketers, this means that traditional advertising tactics won’t cut it. Instead, Gen Z gravitates toward influencer marketing and user-generated content (UGC) as sources of inspiration and credibility.
By collaborating with micro-influencers, content creators, and even everyday users, brands can foster trust and relatability. UGC, in particular, is an excellent way to showcase real customers using and loving your product, creating a sense of community and social proof.
What to expect in 2025:
For marketers, authenticity will be the key to building lasting relationships with younger audiences, driving app installs, and ensuring user retention.
With the expansion of DOOH advertising, location-based marketing is becoming more sophisticated than ever. By leveraging geolocation data, brands can deliver hyper-targeted ads that resonate with users based on where they are and what they’re doing.
Imagine this: a consumer passes a digital billboard featuring your app’s ad, then receives a mobile notification offering a special promotion at a nearby store. This integration of DOOH and mobile creates a seamless and contextually relevant experience that drives both app engagement and real-world actions.
What to expect in 2025:
Location-based marketing will help brands bridge the gap between digital and physical worlds, delivering meaningful experiences that drive action.
As 2025 approaches, mobile app marketing is poised for incredible innovation. From the rise of in-app and DOOH advertising to the transformative power of AI-driven personalization, marketers have more tools than ever to connect with their audiences. At the same time, authenticity and location-based strategies will be essential for building trust and driving meaningful engagement.
At YouAppi, we’re excited to help brands navigate this evolving landscape. By embracing these trends, you’ll be well-equipped to create impactful campaigns that resonate with today’s mobile-first consumers and drive long-term success.
Ready to make 2025 your best year yet? Let’s make it happen. Get in touch with our team to discuss app retargeting strategies that can set your brand apart in the new year!