AI won’t be the only big news in 2023. Our predictions for 2024 extend beyond algorithms to the bigger digital picture. Our visionary team members expect to see significant changes across the industry, from the rise of mobile affiliate marketing to the increased creativity of advertisers through UA. Overall, forecasting requires some exciting innovations, paralleled with a careful and focused return to some important fundamentals.
So let’s get started! Here’s what AppLovin experts predict for 2024:
AI-based personalization will help game developers create more engaging player experiences.
The best way for game developers to increase long-term retention is to make their game or app feel like it was designed specifically for players. AI helps developers segment users and customize game progression, so the game’s difficulty feels like it’s uniquely tailored to you. Segmentation allows you to provide each user with a unique, personalized experience, which leads to more engagement and greater retention. A variety of fields, including gaming, are likely to see greater application of AI to personalize app experiences and keep users successful.
– AppLovin Vice President of Global Business Development Daniel Tchernahovsky
Advertisers will build a powerful measurement foundation that they can take action on quickly.
Trends we are seeing include advertisers moving outside of mobile inventory, such as CTV, to acquire users. There are also advertisers experimenting with web flows. Moreover, next year we will further embrace advertisers’ ability to drive their growth by collaborating with new partners and differentiating the way they acquire new users.
In general, from a long-term perspective, the goal is to build a foundation within the company so that advertisers can quickly respond to any changes. This means advertisers need to have a growth stack that allows them to measure what they’re buying so they can know exactly how they’re performing across different channels. You also need a process to expand your user acquisition channel portfolio so you can take action, add new items, and expand. Focusing on the fundamentals can help your business succeed in any environment.
– Andrey Kazakov, Vice President Demand, AppLovin
Affiliate marketing will greatly contribute to the growth of M-commerce.
As the world realizes the importance of privacy and consent, affiliate marketers have and will continue to carry the torch of trust. Among marketers, they have an unparalleled relationship with their audiences.
Affiliate marketers have the deepest understanding and historical collaborations for the brands they champion, paying attention to first-party data strategy, data collaboration, and customer insights. There is no need to hide your affiliate marketing under the guise of partner marketing. We predict that more people will come forward to advocate for a name change by 2024.
Mobile is increasingly dominating online shopping (54% of Black Friday sales came from mobile, up 10% from just a year ago). This trend line continues upward and to the right. As marketers struggle to merge paid advertising and proprietary media, it is essential that affiliate marketing continues to take center stage, whose role in influencing the entire buyer’s journey cannot be underestimated. M-commerce will surge in 2024, much of it driven by the power of affiliate marketing.
– Simon Baptist, Director of Commerce Business at AppLovin
There has never been a dull moment in the world of mobile apps, and 2024 is already expected to be another year of exciting innovations. As expanded channels and powerful tools grow and gain traction, marketers will have greater ability to personalize experiences and reach key audiences. If you want to maximize your future growth strategy, learn more about AppDiscovery, MAX, and Plus!