The mobile advertising landscape is rapidly changing due to AI integration, new privacy regulations, and evolving competition for user attention. Traditional low-cost installs are losing relevance as marketers adopt strategies that leverage AI, enhance retention, and prioritize user-centric creative formats. The 2025 State of Mobile App Growth Survey reveals that many marketers use AI for creative optimization, emphasizing a blend of automation with human oversight. Simultaneously, short-form video dominates engagement, with a significant majority finding it the most effective format for advertising.
Over 66% of marketers now use AI to optimize ad creatives, with 75% updating them at least every other week, indicating a shift towards rapid creative cycles.
Short-form video has become essential in mobile marketing, with 77% of marketers citing it as yielding the best results, reflecting changing user expectations.
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