?? This Week in Growth with Rzain society - 6th February 2025
Meta Introduces Ads on Threads
Meta Platforms is set to launch advertisements on its social media app, Threads, in early 2025. This initiative aims to monetize the platform, which has rapidly grown to 275 million monthly active users since its launch in July 2023. A select group of advertisers will begin creating and publishing ads starting in January. Despite this development, Meta's CFO, Susan Li, noted that Threads is not expected to significantly contribute to the company's 2025 revenue, emphasizing the focus on building consumer value.
According to Social peta, the usage of the application kept increasing and while the installs WW declined on iOS the android user base keep getting stronger and reach 3.6M in November 2024.
AppLovin's Valuation Soars
AppLovin, a mobile advertising and gaming company, has achieved a remarkable $100 billion valuation, entering the Nasdaq 100 in November 2024. This surge is attributed to its new e-commerce focus, opening a significant revenue opportunity estimated to be around $120 billion, far exceeding the mobile gaming market. While some industry insiders express skepticism about the company's integrated business model and potential overlaps with Meta's audience, AppLovin's success and market influence are undeniable and leading advertiser budget according to the lat performance index published by AppsFlyer.
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Ad Industry Mergers and Acquisitions Predicted
The advertising and marketing industry is anticipated to experience significant changes in 2025 due to a surge in mergers and acquisitions (M&A). Notable expected moves include Omnicom's $13.25 billion acquisition of Interpublic Group, which could spark further consolidations. High-interest areas for potential deals include retail media, streaming TV, influencer marketing, AI, and data implementation, with active involvement from private-equity buyers.
Super Bowl and valentines day are coming
Seasonal events like the Super Bowl and Valentine’s Day are more than just celebrations – they are pivotal moments for marketers to capture the interest of new users. According to Tiktok "this valentine's day" popularity is increasing by 119% on the platform and resulted to a 20% CVR.
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