My Projections for 2025 in the App Marketing and Advertising Industry

2024 was a year of ups and downs, marked by uncertainties and big movers such as Applovin's success. However, 2025 looks more promising, with steadier growth and numerous opportunities. Below are my top 10 projections for the trends that will dominate the app marketing and advertising industry this year:

1. Increase of AI Platforms

Adopting AI-powered tools and software will accelerate, transforming how marketers operate. AI tools will increasingly aid in creative development. At Appvertiser, we have already built tools capable of generating image and video variations with a single click. In 2025, we may see fully AI-generated performance-driven UA videos with minimal human involvement. Additionally, new tools will automate UA management and optimize campaigns across channels, enabling UA managers to focus more on strategy and planning. Advanced analytics and lifetime value (LTV) predictions will allow marketers to take action based on better long-term insights. Meta's LTVision, an open-source library for predicted customer lifetime value modeling, highlights this trend.

2. Emergence of Search Ads

Search ads will expand beyond Google and Apple Search Ads (ASA). Social platforms like TikTok will likely grow their search ad inventory, specifically for app install campaigns. Reddit is expected to launch its own search ads placement, while platforms like OpenAI's ChatGPT may introduce monetized search ads.

3. Growth of Social Networks and Their Ad Inventory

TikTok will continue its rise, and I don't foresee a ban in the U.S. Additionally, platforms like Telegram and Reddit will enhance their ad algorithms to improve efficiency for app install campaigns. Pinterest may reintroduce app install campaigns, while Discord could also enter the market. Emerging platforms like BlueSky and Lemon8 may introduce advertising opportunities, making them worth watching.

4. Rise of Multi-Rewarded Channels

Multi-rewarded channels were an underdog in 2024 but delivered outstanding performance. These channels are set to grow significantly in 2025. While challenges persist on iOS traffic, running campaigns through web platforms remains a viable solution for running mult-rewarded ads.

5. Web-to-Mobile Strategies

With growing privacy concerns and SKAdNetwork (SKAN) limitations, web-to-mobile campaigns will play a pivotal role. Marketers can expand their inventory by leveraging MMP-supported systems and tapping into algorithms outside the mobile ecosystem. Also considering setting internal attribution solutions through Google Firebase.

6. Owned Ad Inventory

App publishers will sell their ad inventory directly, similar to the affiliate model in web advertising. This shift will create new revenue streams for publishers, keeping the margins to themselves and offering advertisers greater transparency in traffic acquisition.

7. Expansion of CTV Ads for App Installs

Video ad spending will dominate in 2025, with CTV playing a significant role. If you haven't explored CTV ads yet, now is the perfect time. Ad networks currently offer deals, and the space remains relatively unsaturated.

8. AI Integration in Operations

AI assistants will become indispensable in the workplace. Like R2D2 from the Star Wars universe, these tools will support drafting strategies, creating visual assets, preparing presentations, automating workflows, and organizing calendars. Early adoption is crucial to staying ahead. Strat with Google's Gemini or GPT Pro.

9. Google Privacy Sandbox

Google is expected to release its own SKAN version through the Privacy Sandbox initiative, creating a new Android era with privacy-centric user acquisition. It's essential for marketers to start familiarizing themselves with this development right away as it is expected an immediate launch by Google.

10. SEO's Role in ASO

SEO will become a critical component of organic app growth. With the rise of web-to-mobile strategies, SEO can drive results by boosting visibility and traffic. Backlinks, in particular, can help improve app rankings on storefronts and enhance overall organic growth.

Let me know what your thoughts are. Also, please share your predictions in the comment section below.