![Top Mobile Marketing Trends for 2025 [Expert Insights]](/static/bf35a1be14d402b7e883651f8aa233a3/57412/mobile-marketing-trends.webp)
We always describe the mobile marketing industry as ever-changing, fast-paced, and unpredictable. This is particularly accurate for the last few years following the pandemic – a lot has changed. When it comes to mobile marketing trends, we are not only talking about tech advancements like AI. We must also consider how privacy changes have impacted how we approach mobile marketing.
For marketers, it’s crucial to reach customers at the right places and approach them with the right marketing strategy. To help you with that not-so-easy task, I’ve created a list of must-know mobile marketing trends for 2025.
Let’s get into it!
Advanced Personalization
Personalization in mobile marketing is taking a front seat in 2025, evolving beyond basic customization to offer truly individualized customer experiences.
Consider this: the average mobile user is exposed to hundreds (and maybe even thousands) of advertisements.
Something that may catch their attention is ads that really speak to them.
Imagine your phone knowing exactly what you like and offering you deals and experiences tailored just for you. That’s where we’re headed, thanks to tech like artificial intelligence, virtual reality, and augmented reality. These tools are changing the game by making ads more engaging and fun, almost like they’re talking directly to consumers.
The trick behind this magic is data—lots of it.
By understanding what users like, where they click, and what they buy, you can run ads and offers people are actually interested in.
According to Adweek, personalization can increase advertising spend efficiency by up to 30%!
By analyzing user data and behavior, you can learn a lot about your customers’ preferences. For example, what kind of offers, messages, or CTAs they want to see. After you find out what your customers want, it is time to segment them and deliver the right content.
Going a step further, hyper-personalization combines various data types—behavioral, demographic, transactional—to create highly specific and relevant experiences for each user.
The main challenge with advanced personalization is, of course, privacy. But as with any change, those who find ways to work with it and evolve will come out on top.
Learn how to adapt to new privacy regulations in the next section.
Privacy-First Mobile Marketing
You have probably heard about different privacy changes during the last couple of years.
In case you missed some, here are the main ones you should know about.
As of 2025, key privacy changes impacting mobile marketing include:
- Google’s Privacy Sandbox: Implementation on Android to replace third-party cookies.
- Apple’s App Tracking Transparency: Apple continues to enforce user consent before tracking.
- Global Privacy Regulations: Updates and new regulations like GDPR and CCPA, are mandating stricter data handling practices and higher fines for non-compliance.
These changes affect how marketers gather and utilize user data, making data collection, precise targeting, personalization, and campaign performance much more difficult.
So, how do you adapt to these privacy regulations?
In 2025, and in years to come, the focus will be on the use of first-party data.
With heightened privacy restrictions, most marketers are moving towards using first-party data to personalize ads while complying with regulations. This includes moving away from reliance on cookies towards more secure and consent-based data collection methods.
First-party data is information collected directly from your customers through their interactions with your brand, such as website visits, app usage, purchases, and customer feedback. You can collect it through registration forms, subscription sign-ups, and customer feedback surveys.
Another thing to keep in mind is that the development of new technologies allows data analysis without exposing individual data points. This can also help you maintain personalization and efficiency in your mobile marketing campaigns.
It’s about striking the right balance between personalization and privacy. You need to ensure users feel valued without compromising their anonymity.
Expert Insights: Abhay Singhal, CEO, InMobi
Data Usage in Mobile Marketing is Evolving
“In the years that follow, marketers’ relationship with data will shift in favor of higher-quality sources and more thoughtful utilization. Rather than managing a firehose of data from myriad sources, marketers will be deliberate and selective with how data is collected, where it’s coming from, whether it’s a mobile source, and what insights can be derived.
With compliance, privacy, and trust at the helm of marketing initiatives, higher-quality data sources yielding higher-quality data, will help marketers better understand their consumers across environments and utilize insights in a compliant and more thoughtful way. Looking ahead, marketers will develop a holistic understanding of consumers no matter where they’re based or what device they’re using for better a mobile in-app experience, thanks to quality data.”
User-Generated Content (UGC)
User-generated content (UGC) is hands down one of the biggest marketing trends in 2025.
But what is so special about it?
In an era where consumers are bombarded with content, UGC stands out for its authenticity.
This type of content resonates well with audiences because it’s perceived as more genuine and trustworthy than traditional marketing messages. That, of course, results in more impressions, conversions, and an overall increase in engagement.
Moreover, it’s a cost-effective way to generate content. You can leverage the creativity of your customer base instead of investing heavily in content production.
User-generated content includes a wide range of content forms, from social media posts and reviews to videos and blog posts. Oftentimes, you’ll see people casually talking about a product they love or a mobile game they’re playing.
UGC is created by users rather than brands. Well, it should be, in an ideal world.
But that doesn’t mean it always is.
Let me let you in on a little secret. The majority of UGC is not really created by users, it just looks like it is – that’s the whole point.
Sometimes, brands hire content creators to create content that feels authentic.
How to Get User-Generated Content?
So here’s the deal.
There are two ways you can go about sourcing user-generated content.
One is the truly authentic one – you encourage the creation of UGC by making it easy and rewarding for users to share their experiences. This could involve creating branded hashtags, hosting contests, or featuring user content prominently on official channels.
If you manage to pull this off – perfect, you have truly authentic user-generated content you can use for your mobile marketing campaigns.
But sometimes, you need a bit of a shortcut to get things moving or want to get to those results a bit faster. If that’s the case, you can hire UGC content creators, give them a short brief, and get your content in just a few days. There are even agencies that connect you with creators and act as a middleman in this process.
Keep in mind that you’re not hiring famous influencers, but unknown content creators. This is what makes the content look authentic.
This method is particularly useful when you use user-generated content as ad creatives. For example, many mobile apps and games advertise in this way. The reason for that is, for advertising campaigns to work, you need to have a large number of ad creatives. And you need to consistently produce and test new ones to stay competitive.
Asking real users to create that much content on a regular basis and getting all the required permissions to use it is just not feasible.
In-game Advertising
Our list of mobile marketing trends would not be complete with in-game advertising. By this, I mean running ads in mobile game apps.
As you might know, to monetize their game, game publishers often show ads, ranging from banner ads to full-screen (interstitial) ads.
For you, as a mobile marketer, this is an opportunity to reach a large and diverse audience.
Here’s how it works.
To run ads in mobile games, you need to collaborate with game publishers and utilize ad networks that act as a mediator between you and the publishers.
The ad network integrates your ads, such as banners or videos, into games. This placement targets appropriate points within the game experience to capture player attention (usually during natural breaks).
Game publishers benefit by monetizing their games through your ad spend, while you gain visibility and engagement from the gaming audience.
Performance is tracked through the ad network, allowing for data-driven optimization of your ad campaigns.
Advantages of Advertising in Mobile Games
Advertising in mobile games has many benefits for mobile marketers:
- Targeted Audience: Games attract specific demographics, which allows you to target ads effectively based on player profiles and behaviors.
- High Engagement: Gamers are typically highly engaged with content, which leads to better ad recall and response rates.
- Interactive Formats: In-game advertising can include interactive and rich media formats that are more engaging than traditional ads.
- Positive Association: By offering rewards or bonuses for watching ads, you can create a positive association with your brand.
Connected TV (CTV) Campaigns
In 2025, Connected TV (CTV) campaigns are reshaping mobile marketing with a clear shift towards immersive advertising experiences.
Audiences are leaning towards internet-connected devices for their viewing and streaming service adoption is on the rise. Research confirms this.
According to AdTech, a vast majority of U.S. households now own at least one internet-connected TV device, and the number of CTV users, particularly among Gen Z and Millennials, continues to expand. Approximately 73% of CTV viewers prefer ad-supported content over paying for ad-free options. Moreover, CTV advertising spending is expected to reach $30.10 billion in 2025, marking a 22.4% increase from the previous year. (MNTN)
Surprisingly, despite lower ad consumption compared to traditional TV, there’s a strong preference for ad-supported CTV options. The audience is receptive to well-placed ads.
That means there’s a huge potential for CTV advertising, making it one of the biggest mobile marketing trends in 2025.
Here’s how connected TV advertising works.
The Basics of CTV Advertising
CTV ads are shown on devices capable of streaming digital content, such as smart TVs, gaming consoles, or devices like Roku, Amazon Fire Stick, and Apple TV. These platforms host various apps and services where ads can be integrated, such as Netflix, Hulu, or YouTube.
CTV ads are often delivered using programmatic advertising technology, which automates the buying, placement, and optimization of ads.
Advertisers use demand-side platforms (DSPs) to purchase ad space in real time, targeting specific audiences based on detailed analytics and user data.
CTV advertising can include various formats such as pre-roll (ads shown before the content starts), mid-roll (ads shown during the content, similar to TV commercials), and post-roll (ads shown after the content). Interactive ads are also becoming more popular – they allow viewers to interact with the ad content directly using their remote control.
Because CTVs are connected to the internet, advertisers can use data like viewing habits, app usage, and even demographics to target ads more effectively. This allows for a higher degree of personalization, which increases the relevancy of the ads for the viewer.
Sounds perfect, right?
But here’s the catch.
The main challenge of CTV advertising is accurately measuring ad performance. For connected TV campaigns, advertisers are often struggling to find reliable, privacy-compliant ways to gauge campaign effectiveness.
Adapting to New Marketing Platforms
As a mobile marketer, you should be quick to adapt, especially when it comes to new marketing platforms.
Yes, standard platforms like Google and Facebook are still effective for mobile marketing. But, if you’re not open to other marketing channels, you might be missing out.
Every now and then, a new and unique platform suddenly emerges, and the whole mobile landscape changes.
The best example of that is TikTok’s success in the last couple of years.
Back in 2020, it became the most downloaded and top-grossing mobile app. In 2025, it’s still holding that number one spot.
With more than 2 billion active users, it would be foolish to ignore its marketing potential. At first, TikTok was known for its young user base (mostly Gen Z). But now, it’s an app that’s used by everybody. Its diverse demographics are great news for all mobile marketers – it means you can reach a wide audience on this platform.
What sets it apart is short-form video content and immersive experiences, which makes it more than just an ad platform. It also allows advertisers to approach users in original and user-centric ways.
Mobile businesses who still haven’t taken advantage of this platform should do so ASAP.
Brands on TikTok
One of the great examples of how brands utilize TikTok is Red Bull. It’s almost like this platform was created for their brand – TikTok’s short video formats are the perfect fit for Red Bull’s adrenaline-filled videos.
They also invite users to send them their own stunts, taking advantage of user-generated content, which is very popular on TikTok. All of this creates the perfect blend of content that feels authentic and connects to the target audience.
Just like Red Bull and many other successful brands, be ready to utilize new platforms and tailor marketing strategies to meet specific requirements and trends. If done right, this will result in an increase in brand awareness.
Expert Insights: Alexei Chemenda, CRO at Adikteev
“The mobile marketing industry went through a few phases: first it was growth (at all costs), then advertisers looked at retention, then unit economics, and more recently, incrementality. The next year will be governed by consolidation & marginality. Or in other words, does an advertiser’s marketing actions really move the needle for them, and are these actions really worth the team’s time? We already see this trend, and it should only accelerate moving forward: the number of channels an advertiser works with is dropping fast.
In the past, some advertisers were spending on 300+ digital channels every single day. Consolidating to a few strong initiatives (brand awareness, installs, retention, revenue) and selecting only the top 3 partners in each initiative will allow for a much-needed efficiency in today’s marketing teams and deliver overall stronger profitability for marketing departments.”
Mobile Video Content Is Still a Big Deal
The popularity of mobile video content and mobile ads is growing every year. It remains one of the most important mobile marketing trends.
Here are some stats that confirm this.
- Video accounted for 73% of all mobile data traffic in the past year, a trend that shows the increasing consumer preference for video content on mobile devices. (Ericsson Mobility Report).
- Worldwide, the video advertising market is expected to expand by 6.04% annually from 2025 to 2028, eventually reaching a market volume of $241.9 billion by 2028.
- According to Techjury, the majority of video viewing occurs on mobile devices, with about 90% of all video views coming from these platforms.
These statistics tell us that the focus of your mobile marketing campaigns should be video content.
The thing about video content is that it’s engaging and attention-grabbing. In fact, users pay more attention to video than other content types. According to Facebook, this type of content holds user attention up to five times longer than static images.
But, not every video gets the job done. Follow these tips to boost your mobile marketing campaigns with video ads.
Tips for Effective Video Advertising
Some of the best examples of video advertising come from mobile games.
I’m sure you’ve seen Coin Master’s ads featuring celebrities or the notorious Homescapes or Royal Match ads that feature mini games. All of them demonstrate how video marketing can lead to tangible results, in this case, app downloads.
Here’s what we can learn from these campaigns.
The best practices for creating video ads are – starting strong, keeping it short, and producing content relevant to your target audience.
Choosing the right platform or ad network to deliver your video ads is another big thing. Social media and video platforms play an essential role in boosting video content. We’ve already talked about TikTok – this platform is perfect for video content.
Leading mobile ad networks have been adapting to this trend for years now. They are constantly introducing different interactive and dynamic video ad formats to stay on top of things.
This focus on mobile video emphasizes the need to invest more in creative production – this trend is not going away any time soon.
Mobile Commerce Is Becoming the Norm
Let’s talk about another area that’s showing immense growth – mobile commerce.
The consumer shift towards mobile apps over websites is a significant factor contributing to this trend. Mobile apps not only offer enhanced personalization and exclusive access to products but also encourage higher user engagement, with shoppers spending an average of 20 minutes per session on apps. (Apptile) Moreover, App Annie predicts that time spent in shopping apps will increase by 40% by 2025.
This heightened engagement is complemented by impressive conversion rates – 3.5% for apps compared to 2% for websites.
Payment technologies are also evolving to meet the demands of mobile commerce.
The rise in the use of mobile wallets and contactless payments, which account for around 15% of mobile transactions, caters to consumer preferences for quick and secure payment methods.
These advancements make the mobile shopping experience more convenient. It’s no wonder it’s the preferred method of shopping for many consumers.
Social Commerce
Social media’s integration into mobile commerce is profoundly influencing consumer purchase habits.
Approximately 55% of consumers reported making purchases directly through social media platforms in 2025.
This is further amplified by influencer marketing, with 65% of consumers purchasing products recommended by influencers. This shows you the powerful role of social media in driving mobile commerce trends.
But what’s so great about it?
Social commerce simplifies the shopping experience for customers by integrating it directly into social media platforms, where they spend much of their time. For mobile marketers, this means an opportunity to use social media not just for ads but as a direct sales channel.
By incorporating features like shoppable posts or instant checkout options within social media apps, you can shorten the path from product discovery to purchase. That reduces the chances that customers drop off before making a purchase.
Mobile Influencer Marketing Remains a Big Mobile Marketing Trend
Influencer marketing continues to be one of the most significant mobile marketing trends in 2025.
Here’s why it’s still so effective.
Influencers bring a personalized touch to marketing, which can resonate more deeply with consumers than traditional advertising methods. Basically, when an influencer on social media recommends a product, their followers are more likely to buy it because they trust the influencer’s opinions.
About 65% of consumers have made a purchase influenced by an influencer recommendation.
This kind of marketing is very effective on platforms like Instagram and YouTube where influencers can easily show off products in a way that feels natural and genuine.
It works well because it feels more personal and direct compared to traditional advertising. People like buying from someone they feel they can trust and who seems to understand their needs and tastes. This personal connection is why so many brands plan to keep using influencers to reach their audiences.
Essentially, influencer marketing is the more expensive version of UGC.
While influencer content may not be as trustworthy as UGC, it comes with other benefits.
Influencers have their own fan bases and authority in their niche.
For example, a beauty influencer would mainly attract followers interested in makeup and skincare, making it easier for beauty brands to reach potential customers who are likely to be interested in their products.
Also, since many social media platforms are making it easier to buy products directly through their apps, followers can quickly and easily purchase items right after seeing them in an influencer’s post.
Influencer Marketing Tips and Trends
The key to successful mobile influencer marketing is choosing the right influencer. Make sure the influencers you work with are:
- Authentic
- Knowledgeable about their specific niche
- Relevant to your target audience
- Use the same platforms as your target audience
- Have the ability to engage their followers with expertly created content
Besides these things, you should always make sure you’re keeping up with current influencer marketing trends.
For example, in 2025, the trend is to focus on micro and nano influencers. According to Later, micro-influencers have the highest engagement rates on Instagram (about 7%).
What makes these influencers so influential? They have a deep, personal relationship with their followers, which can’t be said for popular influencers with millions of fans.
Mobile Marketing Trends in 2025: Final Thoughts
That wraps up the key mobile marketing trends to embrace in 2025.
Staying ahead of the curve is crucial as consumer expectations continue to rise. To stand out from your competitors, it’s essential to remain innovative and responsive to the latest developments in mobile marketing.
Should you find these trends daunting to implement, don’t hesitate to contact us. Our mobile marketing agency specializes in campaigns that are not only trend-aware but also deliver real, measurable results. We’re here to help you navigate these changes smoothly and effectively.
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