The mobile market is growing and gaining more and more prominence in Brazil. According to a survey by Mobile Time, in partnership with Opinion Box, more than 95% of Brazilians with a smartphone have already installed an application and 60% have already made in-app purchases.
Data from Statista also reveal that companies forecast an investment of around US$ 5.79 billion, around R$ 29.2 billion at the current exchange rate, in mobile advertising for 2023. Considering that the first quarter of the year has already passed, Larissa Olival, Account Executive at Adjust in Brazil, separated some of the main lessons and trends for the mobile marketing market in 2023.
5 app marketing trends in 2023
1. Maximizing the potential of data with fewer tools will be a priority for companies
The tendency is for marketing professionals to seek to optimize strategies, maximizing campaign performance by making decisions based on data analysis. For the manager, companies should explore automation with tools that reduce manual work and make all the necessary metrics available in a simplified way.
“In short, application marketing teams will need to adapt more and more to do more with less, that is, seek to make the most of the resources they have at hand. right analyzes and adequate tools to have more effective results in your investments in advertisements”, concludes Olival in an email sent to Canaltech.
2. Money goes after what you can measure
For Larissa, the measurements of marketing campaigns and the ability to prove the Return on Investment (ROI) will be a point of attention for the applications business this year. According to data from eMarketer, mobile advertising will account for 77% of digital ad spending by 2024 worldwide.
“Therefore, the potential to reach new users will be high for companies. I also emphasize that the great migration to the digital environment in the last decade was a result of its measurement possibilities, and the same can be observed in the shift to investment in devices furniture”, says the Account Executive.
3. Brands will also become ad networks
Another trend is that brands are investing in ways to monetize their data by becoming their own ad network, as high quality primary user information is a huge advantage in this industry. One of the main examples are Spotify and Uber, which have customers from all over the world.
“Due to its vast global customer base, companies will be able to make advertising space available as a business opportunity. On the other hand, marketers will be able to rely on a high-quality information base to reach the ideal audience with their ads” , reveals Olival.
4. CTV strategies will be used to reach niche audiences
A survey by Cetic.br reveals that 70 million Brazilians already consume content through streaming platforms. According to Larissa, the trend is for this segment to continue growing and attracting more and more specific audiences — which allows marketing teams to display increasingly accurate advertisements.
“This will be possible since streaming platforms offer highly differentiated user segmentation options based on demographic data and behavioral patterns, which allows advertisers to develop personalized campaigns to capture consumers’ attention”, he says.
With this data in hand, advertising professionals can leverage the power of Connected TVs (CTV) to invest in advertising on these platforms.
5. Forecasts through Market Mix Modeling will return
Returning to talk about data, forecasts and budget, Olival says that, in 2023, companies will focus on strategic planning, metrics, spend and return on investment with ads (ROAS).
“Increasingly emerging from the impacts of the pandemic, along with the uncertain economic environment, in the coming years, we will see the return of Market Mix Modeling (MMM) as a way to determine the impact of marketing tactics on a business objective, along with attribution based on data. The MMM is a great way to measure the impact of non-traditional media channels, such as Connected TV and podcasts”, concludes Larissa.
Source: Mobile Time; Statesman; Cetic.br; SearchEngine Land; Digital Music News; eMarketer
