Discover AdQuantum’s app marketing predictions for 2024 in the new SocialPeta White Paper

AdQuatnum's User Acquisition Group Head, Anton Kuzmin, has shared his predictions for the mobile app and game market in 2024 which are: 

• UGC ads

We've seen a significant rise in the use of UGC within advertising campaigns, especially in comparison to traditional static and 2D/3D formats. This shift is largely influenced by the evolution of social media algorithms, which are increasingly designed to leverage the creativity of influencers worldwide. The reason behind this trend's popularity is its ability to cut through the clutter of high-quality, engaging content that floods users' feeds. 

In 2024, we anticipate that UGC will dominate the mobile ad landscape, mainly because it demonstrates strong performance. This effectiveness is amplified when the content is not only of exceptional quality but also features endorsements or participation from well-known influencers. This kind of creatives is particularly effective in enhancing brand awareness and building trust with the audience.

• AI technologies in creative production

It's a simple truth – in 2023, we witnessed generative AI carving out a significant niche in ad creative production. While the current quality of these AI developments isn't ideal, we can safely assume that in 2024 we will see an improvement in the quality and variety in use cases. We’ll also see new services for the automatic generation of ad creatives and the enhancement of existing content.

Additionally, it's quite likely that more advertising platforms will incorporate AI solutions into their tools for creating ad campaigns, similar to how Taboola has integrated its internal AI creative-generating tool.

• Attribution and iOS

Here's a bold prediction: I believe we might see a continuation of a trend that began in 2023 – a loosening of mobile attribution restrictions on iOS (and perhaps Android too, especially if Privacy Sandbox is implemented). This could mean adopting models for attributing conversions or using probabilistic attribution methods. A good example is Meta's Aggregated Event Measurement. Alongside this, we might also see the introduction of additional tools and mechanisms for more precise traffic estimation.

Also, according to the white paper, in 2023, the overall gaming market had been experiencing a pullback after its peak during the pandemic. Economic turmoil and slump also constituted a further challenge to game developers. Beset by unsatisfactory downloads, IAP revenue, and market saturation, game developers had to look for growth opportunities in emerging markets and try mixed-paying systems.

For more insights into the mobile app and game market, and more predictions from the leaders in the mobile app and game marketing, check out the full report 2023 Global Mobile Games Marketing Trends White Paper by SocialPeta: https://socialpeta.com/academy/2023-global-mobile-games-marketing-trends-white-paper/

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