User privacy concerns must transform the way brands invest in in-app ads
São Paulo, Brazil - The mobile application market has drawn more and more attention in Brazil. In recent years, more than 1 billion apps have been downloaded, while Brazilians spend around 5 hours a day browsing between them. For brands, this increase in content consumption on mobile devices is also an opportunity to connect with users. Liftoff, the leading growth acceleration platform for the mobile industry, points out some of the trends for app marketing in 2023.
Privacy policies have gained more and more prominence, such as Apple's security updates coming with iOS 14+ like App Tracking Transparency, a feature that requests user authorization for their data to be tracked – which makes ads more personalized. For advertisers, these issues require the optimization of investment in paid media campaigns within applications.
Performance marketing teams, which normally already plan their strategies based on budgets, revenue, and active users, must rely on data science teams to run their campaigns more assertively according to their objectives. Whether to attract more users or to understand that part of the sales happens only because of the ads, testing and analysis of the collected metrics will be essential for the development of strategies that will help to keep the business growing.
How to put it into practice
To help marketers stay on top of these and other trends, Liftoff presents Mobile Heroes. This is a global community that drives the sharing of tips, studies, and experiences from experts working in the field to promote and strengthen the mobile marketing industry. Created in 2015 in the United States, the initiative already has 150 professionals worldwide, and the Brazilian Edition brings Guilherme Braz, Senior Director of User Acquisition at Mercado Livre, to the mix. Pedro Lucena, Performance Marketing Coordinator at Rei do Pitaco, and Christian Gaitan, former Performance Leader at Lemon Cash, participate in this special edition as guests.
Liftoff is the leading growth acceleration platform for the mobile industry, helping advertisers, publishers, game developers, and DSPs scale revenue growth with solutions to market and monetize mobile apps. Liftoff's solutions, including Accelerate, Direct, Influence, Monetize, Intelligence, and Vungle Exchange, support over 6,600 mobile businesses across 74 countries in sectors such as gaming, social, finance, ecommerce, and entertainment. Founded in 2012 and headquartered in Redwood City, CA, Liftoff has a diverse, global presence.