Pricey app entrepreneurs, prospects and group,
This yr, which I’d wish to name “the yr of reflection and progress,” has really been a game-changer—not simply throughout the trade however proper right here at MobileAction. I wish to begin this letter by acknowledging you, as your involvement and help have been key to navigating all of the surprising turns. I can’t thanks sufficient for that. Now, I’d wish to take a second to look again and unpack how this yr has formed us and the broader trade.
Redefining MobileAction
After we based MobileAction in 2013, our aim was to offer app entrepreneurs with information for natural person acquisition. Because the trade developed, so did our imaginative and prescient. After the introduction of Apple Search Advertisements in 2016 as a paid person acquisition channel, we acknowledged the demand for holistic options, began offering paid information and launched the SearchAds.com platform in 2018. In the present day’s app entrepreneurs search a unified platform the place all their information and efforts can come collectively seamlessly—reflecting an trade that calls for full-range instruments and providers. In response, MobileAction has led the way in which in innovation. 2024 turned the yr we showcased our developed choices, uniting all our services underneath one roof. This shift was mirrored in our rebranding and positioning to make sure our exterior identification absolutely represents our broad capabilities:
Your companion in rising apps and video games with intelligence, automation and experience.
We’ve overhauled our web site and merchandise, not simply to maintain up with market calls for however to boost the bar within the trade. MobileAction has developed from a mere platform to a whole ecosystem that helps app entrepreneurs in a manner that’s each extra related and intuitive.
MobileAction in numbers
This yr has been off the charts when it comes to key metrics that drive our progress and strategic objectives. One of many largest highlights is the massive leap in Apple Search Advertisements spend managed by way of SearchAds.com by MobileAction—it’s greater than doubled, growing by 2.5x over the previous yr. It exhibits the belief and reliance that app entrepreneurs have on our platform.
Accordingly, we have now considerably elevated our buyer portfolio and variety as we’ve welcomed 528 new shoppers to MobileAction, becoming a member of us to navigate the ever-evolving complexities of app advertising and marketing with confidence.
The advert spend managed via SearchAds.com by MobileAction has seen vital will increase throughout numerous classes. Within the Finance class, we’ve achieved a 143% improve in Apple Search Advertisements spend year-over-year.
Equally, spending within the Sports activities class has greater than doubled, with a 123% improve, and in Well being & Health, we’ve seen a 104% rise.
Proper now, we’re working with our leanest construction and most gifted lineup but, collaborating throughout 3 continents and eight completely different cities with a devoted group of 100+ professionals.
We’ve all the time believed in progress and the highly effective influence of seeing our group advance their careers inside our group and past. Up to now, 30% of our group members have embraced new alternatives overseas. We’re completely satisfied to be a big step in our group’s journey, transferring them ahead. We take pleasure in serving as a powerhouse in Türkiye that nurtures expertise and propels it onto the worldwide stage.
How the trade developed
This yr has witnessed vital shifts within the app advertising and marketing area. From strategic changes because of main acquisitions and sunsets to improvements in promoting platforms and the primarily misunderstood and exploited function of AI, these developments spotlight each alternatives and challenges throughout the trade. Right here’s my nearer have a look at these key developments:
Aggressive dynamics
In terms of competitors, 2024 was a yr filled with dramatic turns. The scene was notably affected by Luna’s exit from Apple Search Advertisements advertising and marketing. Sturdy competitors drives innovation and it’s all the time unlucky to see good rivals go away the market. Past Luna’s exit, this yr additionally introduced SensorTower’s acquisition of knowledge.ai, Alter slashing its workforce by 40%, and new gamers coming into the sport.
Indubitably, these developments have reshaped the aggressive panorama, presenting each challenges and alternatives for the remaining gamers. On the upside, our capability to swiftly adapt has enabled us to grab new alternatives on this reworked market. Wanting ahead to 2025, I’m anticipating to listen to extra buzz about acquisitions and presumably much more new gamers stepping onto the scene.
Apple Search Advertisements in 2024 and past
We’ve been a proud companion of Apple Search Advertisements since 2019 and are glad to be collaborating within the development of our shoppers on this advertising and marketing channel. The enlargement of Apple Search Advertisements into 30 new markets in 2024, together with the strategically essential Türkiye storefront, provided new alternatives for a variety of app builders. With the most recent enlargement, Apple Search Advertisements turned a channel lively in 5 areas and 91 nations. The function of Apple Search Advertisements in reaching numerous and international audiences is now extra tangible than ever for app entrepreneurs and builders.
We offer providers and options to a good portion of the market with over $600 million in advert spend managed on SearchAds.com by MobileAction. As Apple Search Advertisements continues to broaden, so does {our capability} to help and develop with our shoppers. We stay dedicated as your official companion, prepared that can assist you each step of the way in which to progress.
Who’s profitable within the privateness recreation?
Privateness continues to be a driving pressure in reshaping app advertising and marketing. As laws tighten and person expectations evolve, alternatives and challenges emerge for platforms, advertisers, and businesses alike.
One of many largest developments this yr has been the continuing anti-trust motion in Europe, together with the rise of different Android-based app shops in China and the Far East. These shifts are opening up distinctive alternatives to amass new customers and are paving the way in which for brand spanking new search advert platforms and promoting inventories to pop up. This evolution can shake up the aggressive dynamics.
OEMs are additionally getting into the highlight. It’s changing into more and more possible that OEMs will develop their very own search advertisements platforms, with carriers doubtlessly taking part in a key function in these efforts. Nevertheless, these adjustments deliver challenges, notably when it comes to MMP (Cellular Measurement Companion) monitoring on OEM platforms, making measurement and attribution extra complicated. Measurement challenges aren’t new however these potential adjustments may add one other stage.
One other development to observe is the potential decline of conventional businesses. As firms more and more intention to get rid of third events, taking cues from Google and Fb’s methods, the function of businesses in app advertising and marketing might proceed to decrease. This shift displays a broader push towards streamlining operations and sustaining tighter management over person information.
Advert panorama evolution and company methods
Adapt or fall behind—the mantra for immediately’s app advertising and marketing trade. The app advertising and marketing trade is compelling firms to allocate extra assets to deal with an ever-increasing range of advert networks.
It’s widespread now for app entrepreneurs to deal with round 20 completely different networks, which ups the demand for extra workers and makes monitoring efficiency trickier. As advert networks multiply, vital funding is required not simply in inside operations but additionally in superior enterprise intelligence techniques. Additionally, with the rise of smaller, newer advert networks, firms are more and more compelled to spend money on inside fraud safety measures to safeguard their pursuits. My tackle that is that, in 2025, the market will anticipate extra environment friendly advert networks and DSPs. The main target is shifting in the direction of creating extra resilient app advertising and marketing infrastructures that may dynamically reply to new challenges and alternatives. This includes not solely enhancing inside techniques but additionally adopting superior analytics to remain forward of potential threats and guarantee most ROI from numerous promoting channels.
Past the AI buzz
AI continues to be a key know-how throughout industries, fueled by vital 2024 investments in giants like OpenAI, xAI, and different main AI companies. Whereas it’s quickly rising, it brings up some challenges as nicely. As this sector quickly expands, it additionally presents distinctive challenges. One main subject is the frequent misunderstanding or overhyping of AI. In lots of circumstances, the time period “AI” is used with out delivering significant worth, resulting in short-term monetization fashions that prioritize rapid positive aspects. This case is much like the hyper-casual recreation craze, which, regardless of presenting alternatives, usually lacked substance. This hype seems set to proceed nicely into 2025, remaining a key development for the foreseeable future.
I imagine that AI-driven merchandise ought to transcend the hype and provide actual, measurable worth to our customers. Moderately than merely following developments, our focus is and will likely be on growing options that genuinely enhance person engagement and ship tangible worth.
Waves of change and progress
The political local weather impacts the economic system and industries globally, and app advertising and marketing isn’t any exception.
Wanting again, within the U.S., the post-COVID shift in authorities insurance policies and decreased financial stimulus have led to contractions in sectors that beforehand thrived, comparable to crypto and finance, meals and grocery supply, and hypercasual video games. These declines have had a ripple impact on the app advertising and marketing trade, together with us.
As stability appeared inside attain, 2024 introduced new waves of uncertainty. Management adjustments, pushed by wars or elections, added to the challenges confronted globally. But, regardless of these headwinds, MobileAction thrived in 2024, pushed by a strong technique and a various, inclusive, and unified group. Their distinctive views and strengths, mixed with a transparent and centered roadmap, moved us ahead even in troublesome instances.
For 2025, I’m optimistic in regards to the prospects larger international stability may deliver. If conflicts subside, I anticipate elevated advert spend, which might profit each the app advertising and marketing trade and the broader economic system.
It doesn’t matter what the long run holds, as we transfer into the subsequent yr, we stay dedicated to supporting our group and prospects, guided by a imaginative and prescient of peace and stability. We imagine that fostering an inclusive atmosphere and specializing in innovation will preserve us robust, regardless of the political waves which will come.
2025, we’re prepared for you
As we flip the ultimate web page on 2024, a yr we’ve known as “the yr of reflection and progress,” I’m struck by the journey we’ve shared. It’s been an unimaginable yr of progress at MobileAction. Wanting ahead, 2025 stretches out like a broad horizon, ripe with potential and alternatives. At MobileAction, our spirit of innovation is undimmed, and our ardour to guide the trade ahead is stronger than ever. I’m assured that 2025 will likely be our largest yr but, and stay up for sharing our most fun replace with you subsequent week.
Thanks for being part of this journey once more. Your belief and partnership gas us to dream greater and attain additional. Collectively, let’s make 2025 a yr of success. Right here’s to a future that we construct collectively, innovating each step of the way in which!
To infinite prospects,
Yekta Ozcomert
