Mobile marketing trends for 2024

By Ashwin Shekhar

The mobile industry, a constant beacon of innovation and transformation, stands on the threshold of a combination of challenges, transformations, and opportunities this year. Yet again, it is time for marketers to take a stock of the array of trends which are forecasted to mold the industry, with insights drawing from meticulous analysis, encompassing a spectrum of considerations such as gaming development, mobile advertising, market consolidation, privacy implications, and more.

Privacy Paradigm Shifts and Collaborative Innovations will change the course of 2024…

The introduction of Google Privacy Sandbox stands as a monumental shift, poised to reshape the landscape of Android advertising profoundly. The transformation brought about by the Privacy Sandbox will diminish the targeting capabilities of publishers on Android. The availability and usage of user-specific data will be significantly curtailed, impacting the precision and effectiveness of advertising campaigns. Though not anticipated to cause disruption on a scale comparable to Apple’s App Transparency Framework, this loss of targeting capabilities will inevitably lead to a drop in performance.

In the wake of these developments, there is an increased inclination among mobile OEMs towards collaborative innovations such as creating and adopting a new tracking standard, similar to that of the Open Anonymous Device Identifier (OAID) introduced by the Mobile Security Alliance (MSA), instead of coming up with individual proprietary solutions. These collaborations are strategic endeavors to ensure the depreciation of Google Advertising ID (GAID) does not undermine the prospects of Mobile OEMs. This alternative tracking standard introduced by OEMs will emerge as a beacon solution in this altered landscape and in turn, MMPs will work hand in hand with the mobile OEMs to ensure that this new tracking standard and the subsequent attributions are carried out accurately, so you as the advertiser, knows the “where, what and how” of your campaign’s success. They aim to offer an efficient solution, helping maintain the efficacy of advertising campaigns and mitigating the performance drop experienced due to lost targeting capabilities.

Mobile Gaming Monetization Strategies, Platforms and Payment Systems and the quest to capture users across the globe…

In 2024, the ceaseless race amongst game developers will persist, reflecting an overarching trend where they will continually endeavor to gain a foothold in diverse international markets. Leading gaming advertisers are strategizing to acquire users across the globe, capitalizing on every opportunity to expand their footprint. This global outreach necessitates them to master intricate monetization strategies and demonstrate exceptional flexibility in adopting diverse business models tailored to different regions. Developers on the other hand need to balance their approaches, implementing a mixed model of In-App Purchases (IAP) and In-App Advertising (IAA).

The inception of various gaming centers like Xiaomi Game Centre represents the rise of on-demand gaming, accompanied by a surge in alternative payment ecosystems. Game and app developers are migrating away from the monopolistic shadows of Google and Apple, by uploading to OEM native app stores with their respective payment services, as well as opening their shops and marketing their offerings directly to their user base. This move towards independence is driven by a pursuit of fairer revenue sharing and economic survival, given the changing landscape of user acquisition- a phenomenon which will further alter the landscape next year.

The Rise of AI and User-Generated Content (UGC) redefining the boundaries of the gaming world

The deployment of AI in game development, creative processes, and user acquisition (UA) optimization is transforming the industry’s operational and creative landscape. AI’s role is not to replace human creativity but to augment it, offering tools and insights that enhance creative potential and operational efficiency. The application of AI and AI tools into gaming has also led to the rise of user-generated content (UGC). The surge in UGC will further transform the gaming landscape in 2024, creating platforms that are more inclusive, diversified, and dynamic. Platforms like Roblox and Epic/Fortnite are becoming hubs of user-generated innovation, offering spaces for users to create, interact, and consume diverse gaming content. This rise of UGC will aid democratizing game development and consumption, allowing a broader spectrum of individuals to contribute to the gaming ecosystem and fostering a community-centric approach to gaming.

These trends are not transient but are harbingers of revolutionary shifts in industry standards and norms. The diversification in gaming platforms and the transformative changes in payment ecosystems will redefine the boundaries of the gaming world, creating new possibilities and setting new benchmarks for innovation, user experience, and market dynamics.

Proprietary SANs, Web Stores and Payment Solutions

A substantial trend is the rising inclination among networks and mobile OEMs to adopt Self-Attributing Networks (SANs). This shift is reflective of a broader movement towards self-reliance and individualization in technological solutions, reducing dependence on external, often monopolistic entities such as Google Apple and Facebook and fostering innovation and flexibility within organizations.

The adaptation extends to the inception of innovative payment and web store solutions. Individual OEMs are increasingly offering alternative payment solutions. Beyond mobile OEMs, even third parties are developing their own web stores, creating more diversified and competitive market environments. These developments are not just expansions but are reflections of a paradigm shift towards more flexible and user-centric solutions, creating better opportunities for developers and offering more choices to the consumers in the coming year.

Are You Prepared for what the year will unfold?

With 2024 having kickstarted, the mobile industry is witnessing a significant shift, guided by evolving consumer behaviors, technological advancements, market consolidations, and the reshaping of advertising and privacy landscapes. The trajectory of the industry calls for a strong emphasis on the need for adaptability, innovation, and strategic partnerships to navigate the challenges and opportunities expected to come to the forefront in the new year.

(The author is Ashwin Shekhar, Co-Founder and CRO, AVOW, and the views expressed in this article are his own)