Martechvibe, Branch Unveil Report on App Growth in the Middle East

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The app boom in the Middle East has led to exciting opportunities for marketers to innovate and grow their brands. App marketers have been quick to identify apps as a way to take on traditional marketing challenges like retention and capturing the interest of new customers.

Branch, the linking and measurement partner for growth-focused teams, announced the launch of ‘The State of Mobile App Marketing 2025’ report in the Middle East, in collaboration with Martechvibe. The report reveals that mobile marketing in the region occupies a central position in brand strategies.

Today, there is a crucial focus on optimisation — making sure marketing dollars are spent in the proper channels — data-driven decision-making, and keeping up with emerging trends in consumer behaviour and technology. Marketers want to maximise the long-term growth of their app strategies. But as the number of marketing channels continues to proliferate, the challenges of measurement are escalating. 

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“Branch’s linking and measurement solutions are designed to bridge this gap. Our technology doesn’t just track interactions; it transforms them into actionable insights that drive growth. Imagine a world where every user interaction is seamlessly connected, every touchpoint is precisely measured, and every marketing decision is data-driven,” said Youssef Farkash, Regional Vice President – EMEA, Branch.

To gather real data-led insights, Branch and Martechvibe conducted a survey of approximately 180 marketing executives within app marketing, product development, and growth, including directors, C-suite executives, heads of departments, senior managers, and managers. The report also incorporates viewpoints and expert opinions from several senior marketers from the same industries across the region.

Key findings from the report: 

• 78% of respondents prioritise their mobile app as a primary channel for customer acquisition, engagement, or retention.
• 78% of respondents struggle with retention, while 64% face challenges in user engagement, pointing to difficulties in sustaining long-term user interest and loyalty.
• 57% grapple with accuracy, which affects their ability to measure the real effectiveness of their marketing efforts.

For more in-depth insights into the current mobile app landscape and the future goals of marketers, read the report here.