Tuna Cetin
According to new data from AppsFlyer, global app install ad spend is expected to surpass $94.9 billion in 2025, which represents a 20% growth from 2023.
However, the mobile marketing analytics and attribution company also expects significant fluctuations in ad spend due to the current economic downturn and the anticipated recovery. It expects a 15% decrease between 2021-2023, and then a 20% increase between 2023-2025.
In fact, the mobile app marketing ecosystem has already been experiencing significant fluctuations in recent years, due to several reasons like Apple’s App Tracking Transparency framework, the Covid-19 pandemic, the ongoing war in Ukraine, privacy-related data restrictions, the global economic slowdown, and the rising cost of living, all of which have led many marketers to either cut their budgets or downsize their teams.
According to the report, the market dropped 5% in 2022 following a 40% surge in 2021, and there was a 20% slump when comparing the first five months of 2023 with the same period last year.
‘’According to our forecast, and in line with most financial analysts who do not foresee an end to the recession this year, we project that ad spend will drop by 6% this year,’’ AppsFlyer said.
‘’Because a financial recovery is only expected by the second half of 2024, we believe that a strong H2 will lead to a 7% overall growth for that year, followed by a strong 2025 when we predict a 13% growth to $94.9 billion,’’ it added.
Also Read: Global gaming app install ad spend hit $26.7B in 2022 -AppsFlyer
Feel free to check out AppsFlyer’s report for more details. Meanwhile, the company recently introduced its new audience management solution powered by Google’s Privacy Sandbox.
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