Biz Tips: 5 Mobile App Advertising Trends for 2019
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5 Mobile App Advertising Trends for 2019
The total number of smartphone users will reach 2.5 billion in 2019 and the number of apps is growing equally as fast. With more than 2 million iOS based apps and 2.1 million Android apps registered in the third quarter of 2018, mobile apps have shifted the digital world, establishing new rules for online advertising.
These rules change faster than a smartphone update. With the increased attention to brand-safety and privacy, the next 12 months will be game-changing for mobile advertisers, publishers and app developers.
2019 is the year you need to break through the noise while keeping up the positive user experience. Despite the fact that changes are mobile marketer’s new daily routine, here are five factors that will most likely influence your mobile marketing strategy in the upcoming year.
Growth of Machine Learning and Artificial Intelligence
The AI market is growing fast and expected to exceed $100 billion in 2025. According to Gartner, the top-200 largest companies in the world will fully rely on apps based on AI and machine learning technology. AI services help identify hidden patterns while cutting out manual work: evolution of AI enabled app developers to implement this technology into their app without the help of data scientists. Together with Machine learning, AI helps with getting real-time stats and valuable insights about any and all data.
The best example of an AI-based app is Google Allo. This is a smart messaging app for IOS and Android which features Google Assistant, emojis and stickers. This AI-based app brings chats to the next level.
Although AI has been trusted by many app developers and became a real success, machine learning still has room for improvement.
Personalization vs GDPR
IAB research has shown that consumers create their own points of “prime time” engagement through the day. The advertiser needs to capture the user’s attention at the point of maximum engagement while giving them the opportunity to choose the appropriate level of personalization.
Personalized experience is important, but so is privacy.
The Salesforce study shows that 65% of users believe personalization enhances their brand loyalty. At the same time, users value data privacy. This caused a controversy in the online ecosystem: companies like Google or Facebook asked for private information to “provide a better and more personalized user experience”. On the other hand, the GDPR implementation forced Europeans and the rest of the world to clarify WHICH information is gathered and WHAT will be done with it.
Users believe that GDPR won’t drastically affect personalization and it will remain a continuing trend for 2019.
Monetization methods are evolving
Mobile app developers tend to scale their games first and monetize them later. The more popular the app is, the higher the revenue will be. With all the monetization strategies involved, it’s usually hard to get into the top 5% in terms of revenue. Here’s why the new, complimentary app monetization models are gaining popularity worldwide.
Data monetization is among the latest monetization trends that gained popularity 2 years ago. It’s the process of gathering, analyzing, transferring, and the segmentation of non-personal information about app users. Data monetization has proven to be a valuable source of additional revenue for apps with high DAU and operating in Tier-1 countries.
Being fully GDPR compliant, data monetization requires users’ consent before starting the process of data gathering.
Simplifying the UX
A simplified UX helps users navigate quickly and find exactly what they’ve been looking for.
Mobile app design needs to predict user behavior, be clean and provide holistic mobile experiences for their app users.
Remember Snapchat’s redesign: a while ago they’ve changed the well-known app interface and gave more space for custom content and media partnerships. User reaction on the new Snapchat features were horrible: they claimed that the new Snapchat is more difficult to use and then signed a petition to bring back the good old design, so Snapchat had to reverse it. They rolled back their redesign, throwing away their 4-month efforts and the costs they put into app development. They took a step back from a design standpoint but moved forward with user loyalty.