The global mobile marketing industry shows signs of recovery

The global mobile advertising industry is showing signs of recovery and more overseas markets are emerging as good destinations for Chinese companies to go global, according to the latest finding of AppsFlyer, a mobile marketing analytics company.

According to Wang Wei, general manager of AppsFlyer Greater China, 2023 posed challenges for the mobile app marketing industry, as marketers had to focus on short-term profits and make budget cuts during economic downturns. However, the transition into 2024 has shown promising signs of economic recovery and growth.

The company's latest report found a significant 18 percent year-on-year increase in global app activation and advertising spending since 2024.

Traditionally, first-tier markets such as the United States and the United Kingdom remain the preferred choice for app developers expanding overseas, while third-tier markets have shown less favorable performance. But a notable shift in 2024 is the exceptional performance of second-tier markets, Wang said.

Approximately 45 percent of outstanding ad placements come from the second-tier markets, with Android gaming products standing out prominently, Wang said.

In the iOS gaming charts, aside from first-tier markets like the US and the UK, attention is drawn to several emerging markets such as Vietnam, Saudi Arabia, and Mexico. These emerging markets boast less competition, higher willingness for new game downloads, and a lower proportion of paid app installations, making them attractive destinations for Chinese companies that want to go global, Wang added.