In 2023, mobile app marketing is evolving with new trends, from centralized data to Connected TV (CTV). Here are five predictions to help marketers optimize their strategies.

Table of Contents

Centralized Data Boosts Efficiency

Simon “Bobby” Dussart, CEO of Adjust, emphasizes that amid tight budgets, leveraging centralized data for mobile app marketing is essential. A unified analytics system enables marketers to make quick decisions on ad spend allocation.

This approach boosts efficiency while cutting long-term costs through economies of scale. Tools like Adjust’s Datascape allow marketers to manage data from multiple channels, offering a competitive edge in 2023.

Big Brands Launch Ad Networks for Mobile Marketing

Katie Madding, Chief Product Officer at Adjust, notes that major brands like Spotify and Walmart are building their own ad networks, monetizing first-party data. This shift transforms mobile app marketing, once dominated by social media giants.

Companies with large user bases and high opt-in rates will lead the way. Mobile app marketers should prioritize user consent to enhance advertising strategies in this evolving landscape.

Mobile App

Tip: Regardless of your business size, learn why getting the opt-in from your users should be a priority.

CTV Strategies Enhance Mobile App Targeting

Gijsbert Pols, CTV Director at Adjust, predicts a surge in niche streaming services thanks to CTV and models like AVOD and FAST. This opens opportunities for mobile app marketing to target specific audiences with precision.

Though lacking the reach of traditional TV, CTV offers nuanced targeting based on demographics and behavior. Tools like CTV AdVision help mobile app campaigns leverage this channel for higher ad effectiveness in 2023.

Tip: Make CTV a performance channel for your app marketing this year with CTV AdVision and tap into more targeted mobile advertising opportunities.

Media Mix Modeling Returns to Mobile App Forecasting

Reggie Singh from Adjust forecasts a revival of media mix modeling (MMM) in mobile app marketing as companies focus on budget planning post-pandemic and amid economic uncertainty. Unlike relying solely on historical data, MMM assesses the impact of channels like CTV and podcasts.

Measuring non-traditional channels will refine this app strategies, providing a broader view of marketing performance throughout 2023.

Proving ROI Becomes Critical for Mobile App Campaigns

Simon “Bobby” Dussart stresses that with economic challenges, proving ROI in mobile app marketing is now business-critical. eMarketer predicts mobile advertising will account for 76% of global digital ad spend by 2024, offering vast potential for apps.

Precise measurement drove the shift to digital over the past decade, and now it’s propelling mobile app growth. Platforms like Adjust help track financial metrics and performance, ensuring better ROI control.

Tip: View your monetary metrics and attribution data in one platform like Adjust to take control of your ROI measurement.

In 2023, mobile app marketing is defined by centralized data, CTV, and the need to prove ROI. These trends not only optimize app strategies but also unlock new competitive opportunities, solidifying their role in the digital era.

Hopefully the information that Smartcom Agency provides above can help you gain more useful marketing knowledge. Don’t forget to visit Smartcom’s website for weekly updates