How mobile marketing trends changed the UA strategies in 2022

How mobile marketing trends changed the UA strategies in 2022

In accordance with a current report by Statista, the variety of smartphone customers worldwide elevated from 5.623 billion in 2019 to six.259 billion in 2021 and is anticipated to develop to 7.690 in 2026, representing a 88% enhance in simply three years.


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Smartphone Customers Worldwide

With so many digital touchpoints out there, cellular advertising and marketing has introduced entrepreneurs with the chance to attach and have interaction with their clients greater than ever earlier than, assembly them the place they’re and changing into an energetic a part of their conversations.

As person behaviors change, so ought to person acquisition methods. However earlier than we contemplate the evolution of UA methods, let’s first take a look on the adjustments that we’ve got skilled intimately.

Adjustments within the cellular advertising and marketing trade in 2021

The COVID-19 pandemic

The pandemic affected all elements of our lives – the way in which we work, socialize, research, and talk has all modified as a result of COVID-19. In consequence, we’re utilizing extra apps and spending extra time on our telephones.

Not simply that, apps are more and more getting used for all the things from enterprise conferences to leisure actions and extra. On the identical time, shopper spending on apps reached a brand new excessive with $142 billion, which represents a 28% enhance in comparison with 2020.

Earlier than COVID-19, the distinction in advert income generated by cellular apps between weekends and weekdays was excessive. Individuals had extra free time to be on their telephones on the weekends.

Nonetheless, when the pandemic began, this hole decreased considerably. Most end-users had been spending extra time indoors and, because of this, extra time on their cellular gadgets. This impact has continued since and has due to this fact decreased the distinction in downloads throughout weekdays and weekends.

iOS Privateness Coverage

Probably the most main replace to the iOS privateness coverage consists in asking the person’s permission to entry their IDFA earlier than any monitoring can happen. This variation has introduced large challenges, particularly for entrepreneurs.

In accordance with a report by Publish-IDFA Alliance, solely 36.5% of iOS 14.5 in early 2021 customers had been opting into advert monitoring, which could clarify some builders’ resolution to focus solely on Android, whose advert spending in the identical interval was up by between 8.3% and 21%, relying on the corporate.

This rising development has been accompanied by a marginal decline in iOS advert spending after Apple’s latest privateness replace was launched in September 2021.

Video advertising and marketing

Over 93% of entrepreneurs that use video declare it’s a basic a part of their advertising and marketing technique. A well-executed video advertising and marketing marketing campaign can enhance the success price by as a lot as 31%.

Moreover, the share of video creatives elevated by 73% in 2021 in comparison with 2020, as exhibits our latest knowledge.

The right way to take advatage of those adjustments

In-app advertisements could be a higher UA channel

There are apps for all kinds of functions and conditions: from apps to your dwelling or the workplace, health and life-style apps, reserving apps to informal video games and streaming apps, there’s something for everybody. Moreover, utilization of apps elevated sharply throughout the pandemic. As such, with this current exponential enhance in cellular customers, operating in-app advertisements is a certain solution to purchase extremely engaged energetic customers.

Elevated promoting efforts on Android?

As of 2021, there are about 155k+ Android advertisers on the worldwide promoting platforms. As we talked about earlier than, the variety of creatives positioned by a single advertiser can be growing, so the competitors on the Android platform will turn out to be extra intense.

iOS remains to be to not be ignored regardless of current adjustments to their coverage adjustments. It would require some adapting and the event of latest methods for UA, however competitors on the iOS advert market will stay simply as fierce too.

The video advert format

Video advertisements could possibly be 5 instances more practical than static media advertisements. That is all of the extra true for in-app promoting, as entrepreneurs try to create visuals that encourage, retain the eye of customers, and supply a seamless cellular expertise.


Cell advertising and marketing is an elusive and consistently altering discipline that’s changing into too vital to neglect in advertising and marketing methods. There are a number of success tales and case research of development facilitated by cellular advertising and marketing, and it’s excessive time you leap on the prepare to fulfill your viewers the place they’re – cellular.