Expensive app entrepreneurs, prospects and crew,
This yr, which I’d wish to name “the yr of reflection and development,” has really been a game-changer—not simply throughout the business however proper right here at MobileAction. I need to begin this letter by acknowledging you, as your involvement and assist have been key to navigating all of the surprising turns. I can’t thanks sufficient for that. Now, I’d wish to take a second to look again and unpack how this yr has formed us and the broader business.
Redefining MobileAction
After we based MobileAction in 2013, our purpose was to supply app entrepreneurs with information for natural person acquisition. Because the business advanced, so did our imaginative and prescient. After the introduction of Apple Search Advertisements in 2016 as a paid person acquisition channel, we acknowledged the demand for holistic options, began offering paid information and launched the SearchAds.com platform in 2018. Right now’s app entrepreneurs search a unified platform the place all their information and efforts can come collectively seamlessly—reflecting an business that calls for full-range instruments and companies. In response, MobileAction has led the best way in innovation. 2024 grew to become the yr we showcased our advanced choices, uniting all our services and products beneath one roof. This shift was mirrored in our rebranding and positioning to make sure our exterior id absolutely represents our broad capabilities:
Your associate in rising apps and video games with intelligence, automation and experience.
We’ve overhauled our web site and merchandise, not simply to maintain up with market calls for however to lift the bar within the business. MobileAction has advanced from a mere platform to an entire ecosystem that helps app entrepreneurs in a manner that’s each extra linked and intuitive.
MobileAction in numbers
This yr has been off the charts when it comes to key metrics that drive our development and strategic objectives. One of many greatest highlights is the massive leap in Apple Search Advertisements spend managed by way of SearchAds.com by MobileAction—it’s greater than doubled, growing by 2.5x over the previous yr. It exhibits the belief and reliance that app entrepreneurs have on our platform.
Accordingly, we’ve considerably elevated our buyer portfolio and variety as we’ve welcomed 528 new shoppers to MobileAction, becoming a member of us to navigate the ever-evolving complexities of app advertising with confidence.
The advert spend managed by means of SearchAds.com by MobileAction has seen vital will increase throughout numerous classes. Within the Finance class, we’ve achieved a 143% improve in Apple Search Advertisements spend year-over-year.
Equally, spending within the Sports activities class has greater than doubled, with a 123% improve, and in Well being & Health, we’ve seen a 104% rise.
Proper now, we’re working with our leanest construction and most proficient lineup but, collaborating throughout 3 continents and eight totally different cities with a devoted group of 100+ professionals.
We’ve all the time believed in progress and the highly effective affect of seeing our crew advance their careers inside our crew and past. Thus far, 30% of our crew members have embraced new alternatives overseas. We’re blissful to be a major step in our crew’s journey, transferring them ahead. We take delight in serving as a powerhouse in Türkiye that nurtures expertise and propels it onto the worldwide stage.
How the business advanced
This yr has witnessed vital shifts within the app advertising house. From strategic changes resulting from main acquisitions and sunsets to improvements in promoting platforms and the primarily misunderstood and exploited position of AI, these developments spotlight each alternatives and challenges throughout the business. Right here’s my nearer take a look at these key developments:
Aggressive dynamics
With regards to competitors, 2024 was a yr filled with dramatic turns. The scene was notably affected by Luna’s exit from Apple Search Advertisements advertising. Sturdy competitors drives innovation and it’s all the time unlucky to see good opponents go away the market. Past Luna’s exit, this yr additionally introduced SensorTower’s acquisition of knowledge.ai, Alter slashing its workforce by 40%, and new gamers getting into the sport.
For sure, these developments have reshaped the aggressive panorama, presenting each challenges and alternatives for the remaining gamers. On the upside, our potential to swiftly adapt has enabled us to grab new alternatives on this reworked market. Wanting ahead to 2025, I’m anticipating to listen to extra buzz about acquisitions and probably much more new gamers stepping onto the scene.
Apple Search Advertisements in 2024 and past
We’ve been a proud associate of Apple Search Advertisements since 2019 and are glad to be collaborating within the development of our shoppers on this advertising channel. The enlargement of Apple Search Advertisements into 30 new markets in 2024, together with the strategically essential Türkiye storefront, provided new alternatives for a variety of app builders. With the newest enlargement, Apple Search Advertisements grew to become a channel energetic in 5 areas and 91 nations. The position of Apple Search Advertisements in reaching various and international audiences is now extra tangible than ever for app entrepreneurs and builders.
We offer companies and options to a good portion of the market with over $600 million in advert spend managed on SearchAds.com by MobileAction. As Apple Search Advertisements continues to broaden, so does {our capability} to assist and develop with our shoppers. We stay dedicated as your official associate, prepared that will help you each step of the best way to development.
Who’s successful within the privateness sport?
Privateness continues to be a driving drive in reshaping app advertising. As laws tighten and person expectations evolve, alternatives and challenges emerge for platforms, advertisers, and businesses alike.
One of many greatest developments this yr has been the continuing anti-trust motion in Europe, together with the rise of different Android-based app shops in China and the Far East. These shifts are opening up distinctive alternatives to amass new customers and are paving the best way for brand spanking new search advert platforms and promoting inventories to pop up. This evolution can shake up the aggressive dynamics.
OEMs are additionally entering into the highlight. It’s turning into more and more probably that OEMs will develop their very own search adverts platforms, with carriers doubtlessly taking part in a key position in these efforts. Nonetheless, these adjustments convey challenges, notably when it comes to MMP (Cellular Measurement Accomplice) monitoring on OEM platforms, making measurement and attribution extra advanced. Measurement challenges aren’t new however these doable adjustments may add one other stage.
One other development to observe is the potential decline of conventional businesses. As firms more and more goal to remove third events, taking cues from Google and Fb’s methods, the position of businesses in app advertising might proceed to decrease. This shift displays a broader push towards streamlining operations and sustaining tighter management over person information.
Advert panorama evolution and company methods
Adapt or fall behind—the mantra for at present’s app advertising business. The app advertising business is compelling firms to allocate extra sources to deal with an ever-increasing range of advert networks.
It’s widespread now for app entrepreneurs to deal with round 20 totally different networks, which ups the demand for extra employees and makes monitoring efficiency trickier. As advert networks multiply, vital funding is required not simply in inner operations but additionally in superior enterprise intelligence methods. Additionally, with the rise of smaller, newer advert networks, firms are more and more pressured to put money into inner fraud safety measures to safeguard their pursuits. My tackle that is that, in 2025, the market will anticipate extra environment friendly advert networks and DSPs. The main target is shifting in direction of creating extra resilient app advertising infrastructures that may dynamically reply to new challenges and alternatives. This entails not solely enhancing inner methods but additionally adopting superior analytics to remain forward of potential threats and guarantee most ROI from various promoting channels.
Past the AI buzz
AI continues to be a key expertise throughout industries, fueled by vital 2024 investments in giants like OpenAI, xAI, and different main AI corporations. Whereas it’s quickly rising, it brings up some challenges as effectively. As this sector quickly expands, it additionally presents distinctive challenges. One main problem is the frequent misunderstanding or overhyping of AI. In lots of circumstances, the time period “AI” is used with out delivering significant worth, resulting in short-term monetization fashions that prioritize rapid features. This case is much like the hyper-casual sport craze, which, regardless of presenting alternatives, sometimes lacked substance. This hype seems set to proceed effectively into 2025, remaining a key development for the foreseeable future.
I consider that AI-driven merchandise ought to transcend the hype and supply actual, measurable worth to our customers. Relatively than merely following traits, our focus is and will probably be on growing options that genuinely enhance person engagement and ship tangible worth.
Waves of change and progress
The political local weather impacts the financial system and industries globally, and app advertising isn’t any exception.
Wanting again, within the U.S., the post-COVID shift in authorities insurance policies and diminished financial stimulus have led to contractions in sectors that beforehand thrived, corresponding to crypto and finance, meals and grocery supply, and hypercasual video games. These declines have had a ripple impact on the app advertising business, together with us.
As stability appeared inside attain, 2024 introduced new waves of uncertainty. Management adjustments, pushed by wars or elections, added to the challenges confronted globally. But, regardless of these headwinds, MobileAction thrived in 2024, pushed by a stable technique and a various, inclusive, and unified crew. Their distinctive views and strengths, mixed with a transparent and targeted roadmap, moved us ahead even in troublesome occasions.
For 2025, I’m optimistic concerning the potentialities higher international stability may convey. If conflicts subside, I anticipate elevated advert spend, which might profit each the app advertising business and the broader financial system.
It doesn’t matter what the long run holds, as we transfer into the subsequent yr, we stay dedicated to supporting our crew and prospects, guided by a imaginative and prescient of peace and stability. We consider that fostering an inclusive surroundings and specializing in innovation will hold us sturdy, irrespective of the political waves that will come.
2025, we’re prepared for you
As we flip the ultimate web page on 2024, a yr we’ve known as “the yr of reflection and development,” I’m struck by the journey we’ve shared. It’s been an unimaginable yr of progress at MobileAction. Wanting ahead, 2025 stretches out like a broad horizon, ripe with potential and alternatives. At MobileAction, our spirit of innovation is undimmed, and our ardour to steer the business ahead is stronger than ever. I’m assured that 2025 will probably be our greatest yr but, and look ahead to sharing our most fun replace with you subsequent week.
Thanks for being part of this journey once more. Your belief and partnership gas us to dream greater and attain additional. Collectively, let’s make 2025 a yr of success. Right here’s to a future that we construct collectively, innovating each step of the best way!
To infinite potentialities,
Yekta Ozcomert
