App Marketing 2024... 5 things to follow

1. GenAI… the revolution

The GenAI revolution is continuing in 2024. If we take a look at the application of GenAI in the industry, every field is being explored: campaign automation, creative production, ad copies, data modeling, reporting, automation of all kinds…

I truly believe GenAI is a tool to facilitate human work rather than “stealing our jobs”.?Let’s take the example of the creative production. No AI matches the creativity, the relevance of a human brain, and skills BUT GenAI tools help to work faster like making a background that would have taken ages, iterating creatives in every language/format, giving new creative ideas, or just illustrating this article without having to ask my creative team to work on it :). So far, I bet not even 1% of creatives out there are fully GenAI-based.

That being said, GenIA is the #1 trend to explore in 2024 to bring value to the market, to your clients, users, and audience. All platforms like Meta or 谷歌 are developing tools for advertisers. Some companies are built around GenAI like Titan AI in the gaming industry. We are already seeing the impact but it is just the beginning.

My obvious advice would be to consider the endless possibilities and take action quickly as it can be applied to almost anything. However, it needs some time and focus to make the most of it. You know what to do...

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2. More Privacy… again and again

Google Privacy Sandbox is supposed to be released in 2024, but Google takes its time. It’s not going to be as disruptive as iOS’ ATT but it’s a new milestone in this data privacy world. On top of this, regulations like GDPR and DMA are going in the same direction, limiting data provided to advertisers so targeting and tracking are more challenging.

Advertisers must adapt to the change as there is no workaround:

• Think contextual, rather than user targeting, working on the creatives and adapting them to the audience reached. We are back to the basics of marketing
• Work on data modelization/projection to fill the gaps of limited data.
• Take a step back and use a holistic approach to the business. Strategies involving MMM or organic growth should be explored.

Another question regarding privacy is: how long probabilistic method will be allowed by Apple? This type of attribution became the new Eldorado to track iOS users. Everybody is using it, from Meta ’s AEM to AppsFlyer ’s Advanced SRN or CTV partners, relying on it to provide campaign data.

But, there is a big risk of seeing it disappear as 苹果 mentioned putting an end to it soon. Will they do it, who knows?

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Finally, an interesting take from Lucas Moscon is the role of MMP in this new world of mobile app tracking. Will developers do attribution in-house in the coming years…

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3. Alternative stores… coming from afar

With the DMA and Epic Games case (explained by Eric Seufert ), we will see the emergence of alternative stores outside of the App Store and Google Play Store. What does it mean for app developers:

• Understand the opportunities and challenges of every single store
• Being technically able to transpose their app to new stores with all the updates and support needed
• New monetization opportunities with lower fees from those new stores
• New actors to provide services in this new world like StoreRider

It’s also important to mention the 30% store fees taken by Apple & and Google is an app developers’ fight. Users must be considered here. When it comes to the UX of downloading an app, Google Play Store & and the App Store are seamless and in users’ habits.?So, as an app developer, moving to other stores comes with a deep analysis of the end-user behaviors beforehand.

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4. UGC keeps growing until when?

Led by the explosion of TikTok over the past few years, UGC has become an unavoidable way to succeed in most of the Social Media platforms in 2023. This year will see this trend continuing with the support of GenAI to push UGC possibilities and volumes using automated translations, avatars…

UGC providers have grown like mushrooms, and I wonder how long UGC will remain the top ads as we know, lifecycles and trends in our industry are very short…

5. CTV… or not?

Addict Mobile has been seeing interesting growth in CTV campaigns in 2023 with a lot of App AdNetworks moving to this field like AppLovin , Moloco , Smadex, or tvScientific . But despite the very high potential of this new channel/media, some challenges have to be overcome:

• Back to the iOS probabilistic tracking part (see point 2)… what happens if Apple prohibits such attribution?
• Most of the inventory is in the US leaving other geos with few opportunities.
• Get clear visibility of the incremental driven by those campaigns when you have a dense UA activity is not easy.

Anyway, CTV brings UA / performance advertising to the big screens reaching a new audience and ad quality. We'll see it rising in 2024 if those barriers aren't blocking the road.

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A positive note to conclude

After a -6% in advertising investment in 2023, we should be back to growth in 2024 so it’s a good motivation to face all those challenges and always exciting to be part of an ever-changing industry

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All the best for a 2024 year full of success ;)