By, AVOW CEO, Robert Wildner

As 2024 unfolds, the mobile industry remains a hotbed of innovation and market evolution. Undergoing transformative shifts, this sector is not only altering its own landscape but also shaping consumer behavior and business strategies worldwide.

This article offers a concise look at the top five mobile marketing trends of 2024. From significant privacy changes to the integration of AI in gaming to Dynamic Preloads, these developments are crucial in heralding a new phase in mobile technology. 

Navigating this complex landscape doesn’t have to be a solo journey; partnering with industry experts can help developers and brands seize the full potential of these emerging opportunities.

Now, let’s dive into the key trends that are defining the mobile arena in 2024.

Evolving data privacy in mobile advertising

The rollout of Google’s Privacy Sandbox marks a pivotal change in Android advertising. This development signals a major shift towards heightened privacy, impacting the way user data is utilized in advertising campaigns and possibly restricting the scope of targeted ads. While it’s not expected to cause a disruption as significant as Apple’s App Transparency Framework, the diminished targeting capabilities will likely result in a decrease in advertising performance.

Strategic partnerships with mobile OEMs

In response to the privacy changes brought about by Google’s Privacy Sandbox, mobile app developers and Original Equipment Manufacturers (OEMs) are increasingly collaborating to address the potential decrease in advertising performance. They are introducing solutions such as Mobile OEMs Open Anonymous Device Identifier (OAID) and alternative tracking standards. These strategic partnerships aim to maintain the effectiveness of advertising campaigns despite the loss of targeting capabilities, ensuring that mobile app developers and OEMs can adapt to the evolving landscape.

For instance, at AVOW we leverage our strategic partnerships with mobile OEMs to provide advertisers with opportunities to unlock new audiences straight through their devices. With AVOW and mobile OEM advertising, advertisers can tap into a global mobile OEM inventory, delivering results through native display and performance ads with comprehensive targeting capabilities whilst maintaining user privacy.

Diversified monetisation in mobile gaming and dynamic prreloads as a UA strategy

In 2024, game developers are racing to expand their presence in international markets. Leading advertisers aim for global user acquisition, requiring adaptable monetisation strategies and region-specific models, blending In-App Purchases (IAP) and In-App Advertising (IAA).

The rise of platforms like Xiaomi Game Centre signifies on-demand gaming growth and the emergence of alternative payment systems. Developers are moving away from Google and Apple, opting for OEM native app stores with dedicated payment services, as well as establishing their own storefronts. This quest for independence stems from a desire for fairer revenue-sharing and economic sustainability amid evolving User Acquisition dynamics.

For mobile gaming advertisers especially, at AVOW we see the exceptional advantage presented by Dynamic Preloads (via Google Play Auto install) for user acquisition. Enabling app installations on new smartphones during the initial setup phase, this approach provides a valuable advantage in reaching users. Notably, we accomplished an impressive 8.41 million app installations from our sample of gaming clients between January and August in 2023 through the utilization of Dynamic Preloads, underscoring its substantial impact.

The Surge of AI and user-generated content: gaming’s dynamic duo

AI is increasingly being used to enhance creativity and operational efficiency in game development. Alongside, there’s a surge in user-generated content (UGC), with platforms like Roblox and Epic/Fortnite leading the way. UGC is democratizing game development, fostering inclusivity, and turning gamers into creators, promoting a community-centric gaming approach.

These trends are not temporary but are reshaping industry standards. Gaming platforms diversify, and payment systems transform, paving the way for innovation and improved user experiences.

The rise innovative payment solutions

A significant trend in the mobile industry is the rapid adoption of new payment methods by networks and mobile device manufacturers. Instead of solely relying on big companies like Google, Apple, and Facebook, there’s a move towards creating diverse and self-sufficient systems. This shift is bringing about fresh ways to pay for goods and services online, as well as new online stores, making the whole experience more interesting for users and offering developers more opportunities to create exciting products.

Mobile device makers are leading the way by introducing different ways to pay, while new companies entering the market are boosting competition and giving consumers more choices. Additionally, the growth of alternative app stores is adding to this trend, giving users more options for the apps they use and making the mobile landscape more dynamic.

Ready to face 2024 head-on?

As we move further into 2024, the mobile industry continues its transformation, driven by shifting consumer behaviors, technological advancements, market consolidations, and evolving landscapes in advertising and privacy. These trends, including the EU Digital Markets Act (DMA), highlight the importance of adaptability, innovation, and strategic collaborations in addressing the challenges and opportunities ahead. The DMA is set to reshape regulations, making it crucial for businesses to stay ahead of these changes to thrive in the mobile industry.