UA Digest #3: What’s new this month?

Published on 29 January 2025 | Categorized in

User Acquisition

Discover our User Acquisition Digest, your monthly update on the latest trends and news in mobile marketing and user acquisition!

By the way, you might have heard about the TikTok ban in the US that made headlines recently. Don’t look for it in this month’s UA Digest, it didn’t even last 24 hours! So, while it caused a brief moment of panic, your UA campaigns are safe… at least for now. Rest assured, we’ll keep you updated if anything more serious comes along!

AppsFlyer: 2024 Mobile Marketing Trends and 2025 Insights

Amid challenges and opportunities, mobile marketing continues to evolve. AppsFlyer’s latest report highlights key dynamics from 2024 and provides actionable insights to help you refine your strategies for 2025 in a rapidly changing environment.

Key takeaways:

Ad spend rebound: +5% in 2024, driven by non-gaming apps (+8%), while gaming apps saw a 7% decline.

Revenue growth: +20% for non-gaming IAP, fueled by hybrid models combining in-app purchases and ads.

Owned media conversions surge: +64%, thanks to deep linking and the success of Web-to-app strategies.

Remarketing leads the way: Growing 10x faster than paid installs, proving its effectiveness for user engagement and retention.

Global installs on the rise: +7%, with significant growth in regions like the Middle East, the Philippines, and Mexico.

AI-powered creativity: +40% more creative variations produced in 2024, with AI redefining how campaigns are designed and optimized.

 This report is a must-read for anticipating market shifts and fine-tuning your UA strategies for 2025.

Access the full report here.

Key UA Insights for Gaming in 2025  

A recent study by Atomik Research reveals valuable insights into user acquisition (UA) in mobile gaming. Despite ongoing challenges, there are promising signs for 2025.

Top challenges:

Tracking and measurement: 64% of developers highlight difficulties linked to privacy regulations, complicating performance tracking and analysis.

Ad fraud: 46% of respondents are concerned about issues like invalid traffic and ad fraud.

Churn and high CPIs: These two challenges remain major hurdles for gaming advertisers.

Yet, 54% of developers are optimistic, and 72% plan to increase their UA budgets in 2025.

Spotlight: The Rise of Reward-Based Campaigns

Once underestimated, reward-based campaigns have now become a key strategic lever. 68% of advertisers report improved ROI with this approach, which combines efficiency and measurable outcomes.

While gaming remains a complex landscape, these insights highlight clear opportunities to rethink UA strategies and boost performance.

Find out more here

TikTok “What’s Next 2025”: Trends to Watch

TikTok has released its latest report, highlighting the key dynamics set to redefine marketing and content in 2025.

What’s inside:

Creative trends: Concepts like Brand Fusion and Creative Catalysts showcase how brands can strengthen connections with their audiences through community-focused and creator-driven approaches.

AI power: Artificial intelligence emerges as a game-changer, enabling brands to create impactful, highly personalized content at scale.

Actionable insights: Practical examples and strategies to meet evolving consumer expectations and maximize campaign performance.

An essential guide to staying relevant and rethinking your TikTok strategies for 2025.

Download the report here

Apple Faces $1.8 Billion Lawsuit in the UK

App Store fees are under scrutiny. A class-action lawsuit accuses Apple of abusing its dominant position by charging developers excessive fees of up to 30% on transactions made through the App Store.

Why this matters: