Intro: Mobile Advertising Trends for 2025
As we move into 2025, mobile advertising trends will be driven by rapid changes in user behavior and technology. As 2024 demonstrated, success in mobile advertising demands constant adaptation. Mobile marketers must stay agile, focused on acquiring the right users, boosting engagement, and driving sustainable growth—while maximizing ROI and controlling ad costs. Innovation will be crucial to staying competitive. Let’s explore the app marketing trends that will define the industry in the coming year.
The DMA is Far From MIA
After a newsworthy year, the European Digital Markets Act (DMA) will continue to reshape the digital ecosystem – including the mobile ad space. March 2025 marks the first anniversary of the DMA’s inception, and in that time, we have already started to see its positive effects on brands and consumers alike. The rest of the world has taken notice. India has proposed The Digital Competition Bill through the Ministry of Corporate Affairs (MCA), and countries like the UK, Japan, Turkey, Brazil, Mexico, South Korea, and Australia are starting to explore similar legislation.
By promoting fair competition and reducing the dominance of major app stores like Google Play and the Apple App Store, the DMA empowers alternative distribution channels, including those offered by Mobile OEMs like Samsung, Xiaomi, Huawei, vivo, OPPO, and Transsion. Mobile OEMs provide direct access to untapped audiences through proprietary app stores and targeted ad placements. With the DMA fostering a more open ecosystem, partnerships with these OEMs become even more vital, enabling brands to bypass traditional app store restrictions and develop highly customized and effective user acquisition strategies.
These shifts align with the many mobile advertising trends for 2025, helping marketers reach new audiences in fresh ways.
The Continued Rise of Alternative App Stores in 2025
The dominance of mainstream app stores has created challenges for app developers and marketers. With high competition, strict app store guidelines, and significant fees, these platforms often limit growth opportunities, especially for smaller developers. As a result, many are turning to alternative app stores operated by mobile OEMs—such as Samsung Galaxy Store, Huawei AppGallery, and Xiaomi GetApps. These platforms offer several key advantages, including direct access to large, untapped user bases and lower competition, enabling apps to stand out more easily
With advancements in regulatory support, cost efficiency, ease of management, native advertising integration, and access to vast untapped audiences, 2025 is the perfect time to embrace these alternative app stores. Unified dashboards for managing multiple app stores, as offered by KYLN, are lowering entry barriers, enabling apps to diversify and expand their presence like never before. Leveraging these platforms is critical for staying ahead in mobile advertising.
Q-Commerce: Adding Strategy to Speed
Quick commerce (Q-commerce) is transforming retail with ultra-fast delivery of groceries and essentials in minutes. In Europe, the market is projected to reach $20 billion by 2025 (Source: Statista), with platforms like Uber Eats, Just Eat, Flink, Tesco Whoosh, Carrefour Flash, Ocado Zoom, and Deliveroo leading the charge. Regional players also play a significant role, enhancing local reach and competition.
As the market evolves in 2025, Q-commerce brands must prioritize more than just speed. Emphasizing alternative mobile channels, developing localized marketing strategies, and integrating user-friendly innovations will be essential for retaining customer loyalty. Balancing efficiency, cost-effectiveness, and sustainability will be key to succeeding in this fast-paced and competitive industry.
In-App E-Commerce: Streamlining the Shopping Experience
In-app e-commerce is poised to revolutionize how consumers shop online by eliminating traditional friction points in the customer journey. Brands are integrating shopping experiences directly within social media platforms and e-commerce apps, making it easier for users to browse, engage, and make purchases within the app ecosystem.
This seamless integration significantly boosts conversion rates. Platforms like Instagram and Pinterest have embraced this shift, evolving into hybrid marketplaces where users can discover products through ads or influencer recommendations and complete purchases without leaving the app. Additionally, mobile OEMs are capitalizing on this trend by offering e-commerce clients multiple touchpoints within the mobile phone launcher environment, allowing brands to effectively engage users with dynamic product ads.
Are You Ready to Thrive in 2025?
For any app looking to stay competitive, staying ahead of the curve is essential. Like a game of chess, success depends on anticipating future app marketing trends, making thoughtful moves, and being prepared for what’s next. In 2025, mobile OEM advertising will be a key factor in expanding your app’s reach, and AVOW is here to help brands tap into alternative distribution channels and connect with new audiences. By embracing these mobile advertising trends for 2025, adapting to new challenges, and forming strategic partnerships, you can ensure your app stands out and thrives in the years ahead.