What does 2024 hold for mobile and app marketing?

The impact of the end of COVID lockdowns and Apple's privacy changes on app development and marketing efforts this year has been observed by everyone. Although in-app spending slightly declined, users spent more time in their favorite apps, and downloads remained flat or increased slightly. Therefore, what can we anticipate for 2024? Industry professionals provide the following predictions.

ironSource, now part of Unity Technologies

Gamification, Not Just a Buzzword

Being rewarded for their efforts is something that everyone enjoys, especially if it's something they already do. Engagement in walking, meditation, fitness, and water-drinking apps has increased. Sweatcoin, WeWard, and CashWalk apps are providing users with rewarded video ads that encourage them to walk, earn coins, and redeem them for Amazon vouchers. 

The gamification of apps will continue to increase in 2024 and beyond. In 2023, we began to witness this trend, and it will persist in the upcoming year. In this article, IronSource will discuss how app developers and advertisers should incorporate gamification into their strategies and how to enhance user engagement within apps. They will also provide guidance on how to do this.

It's a Consumer-First Mobile World, and Value Exchange Advertising is Finally Catching Fire: Bring on the Rewards!

As the economy continues to change, including a recession that affects millions, consumers are feeling the need to spend less or differently. Alternative payments and ad-supported payments are also in high demand. This is significant for the app economy. The rewarded model, which has become more mainstream in the last ten years due to the rise of mobile gaming and greater acceptance by mobile consumers, is now witnessing an increase. These users appreciate this type of advertising and are seeking value-exchange-based advertising on new channels. This presents an excellent opportunity to leverage this model in apps other than games and cross-platform.

In this article, IronSource will discuss how app developers should utilize the rewarded model and what it means to incorporate it into their new year's strategy. They will also provide guidance on how to do this.

Zarnaz Arlia, CMO at Emplifi

Brands will use emerging social media platforms like BeReal. 

Do you recall the Clubhouse craze? Experimentation is an important part of social media marketing. You're already out of the loop if you don't experiment with new formats, platforms, or trends. Not every test will succeed, but that is precisely why it is a test. With the success of TikTok and overall Gen-Z online behavior, brands will feel more comfortable dipping their toes into new platforms. 

BeReal is an excellent example of a promising up-and-coming platform. When the app first launched, brands, like TikTok, were skeptical. Those who embraced it, especially early on, reaped the benefits. Innovative strategies from brands like Chipotle, which utilize BeReal to offer exclusive promotions and discounts, are already visible. This is just the beginning. More and more brands will turn to apps like BeReal to grow their Gen-Z community through authentic marketing.

Video will (still) dominate 

For years, marketers have been told that "video will become the number one content format brands must leverage." This will still be the case in 2024, but fortunately for brands, audiences will want more of the scrappy, unpolished clips. Instead of high-budget celebrity campaigns, pick up a cell phone and start recording and editing in-app. Brands are not only publishing more Reels, but it is paying off. According to a recent study, Reels had nearly 40% more interactions than traditional videos.

However, the burden of creating video content does not have to fall solely on brands. Content creators are increasingly using TikTok and other platforms to showcase their products. With hashtags like #TikTokMadeMeBuyIt reaching nearly 27 billion views, it's evident that this format is an excellent way for influencers and users to share their experiences in an enjoyable manner. In 2024, brands will take this a step further by partnering with video-first influencers who can help amplify messages relevant to audiences while also helping scale production.

Megan Gall, VP, Strategy, Social GTM at Mediaocean

BeReal and Tik Tok your way into 2024:

The use of social channels and platforms is an essential and ongoing component of any company's marketing strategy. However, it's crucial to be aware that consumer activity on these platforms is highly fluid. Marketers must adapt their activities accordingly. Many popular social media platforms from the early 2000s, such as Friendster and Bebo, no longer exist. Despite having a sizable user base at the time, users shifted to newer platforms such as Facebook, Instagram, and Snapchat in the 2010s. With the rapid rise in popularity of platforms such as Tik Tok and BeReal, this churn has certainly not slowed down in recent years.

These platforms represent a new generation and way of thinking. Brands must work harder to retain customers who are increasingly demanding more from the businesses they interact with. Consumers are now seeking brands concerned with more than just profit, those that demonstrate authenticity in their approach. In 2024 and beyond, marketers can anticipate utilizing established social platforms in their campaigns while also increasing their focus on TikTok and BeReal to capture the attention of the hard-to-reach Gen Z. BeReal's next step toward maturity and the monetization model it chooses will be worth monitoring.

Kevin McGuire, Chief Product Officer, Digital Turbine

Mobile app economy

App developers are currently required to share a significant portion of in-app purchase revenue with platform owners, but this is changing. Regulators in many countries around the world are starting to enforce the Apple/Google duopoly to support alternative payment methods and app stores. In the coming years, there will be significant changes in how app developers distribute and monetize their apps. This type of device empowerment is something we hope to see more of in 2024.

Before the iPhone and Android smartphones, carriers used to operate digital storefronts. We believe carriers have a tremendous opportunity to reclaim that position in the value chain. The groundwork for this seismic shift has been building for years, and it's only just the beginning. Thanks to regulation, first-party data, and on-device technology that enables publishers to monetize and reach the right users, carriers and device OEMs are leading the next phase of the mobile app ecosystem.

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