Mobile and App Marketing

As user acquisition costs climb, mobile marketers are refocusing on what happens after the install without spamming the notification tray.

A new report from Feed.fm reveals that in-app music is a growth strategy. With 84% of users demanding music and 69% willing to pay for it, apps that integrate licensed tracks see longer sessions, better retention, and stronger monetisation.

In 2025, the battle for mobile growth won't be won by just more users—but by knowing exactly which ones to talk to, when, and how. Here's why segmentation and real-time behaviour are having a major moment.

As attention becomes the most valuable currency, mobile marketers are turning to AI-powered creatives, UGC, and playable content to make ads more immersive, personalised, and performance-driven.

The report highlights rising user consent, growing iOS ad spend, and the effectiveness of consent-driven marketing approaches.

Juggling customers across channels can be daunting—there is a tonne of data coming from different sources. AI removes the guesswork and streamlines processes.

#WHATSHESAID Helen Keelan of LG Ad Solutions shares insights on audience targeting, AI-driven analytics, and the future of shoppable TV.

With 48% of marketers using 11 or more digital channels, the key to success lies in prioritisation, data-driven optimisation, and seamless cross-channel integration.

Despite heavy investments, many mobile apps fail to reach their full potential. Unlocking success in 2025 requires a strategic focus on user engagement, seamless experiences, and data-driven personalisation.

REWIND 2024: The advertising industry is transforming as brands adapt to mobile-centric consumer behaviours, confront challenges posed by MFA websites, and embrace privacy-first strategies to drive meaningful and ethical engagement.