Report shows that retail media will be crucial for consumers to buy directly from the TV screen.
National digital advertising moved R$16,4 bilhes In the first half of 2023, an increase of 11% compared to the same period last year, and 76% of the market budget will be allocated to mobile marketing. Data from the Mobile App Growth Report Adjust, a measurement and analysis platform, revealed an application growth rate of 29.3% for Brazil, the third highest in the world, behind only the USA. In light of the country’s impressive growth, there is a huge opportunity for application developers and user acquisition managers. Adjust leaders listed the main trends and predictions for app marketing in 2024.
Predictive analytics brings stability and consistency to the evolving landscape of cross-channel measurement
Before talking about the new channels that could become popular in the next year or the new privacy regulations that should be introduced, marketers are concerned about getting the best return on investment (ROI), so their main question is How to know where to spend your budget.
In the past, the focus of measurement was to aggregate data from a few sources and compare the results to see how you are performing and where you should invest in the future. Machine learning and artificial intelligence are making it possible to predict, with 90% accuracy, the lifetime value of a user on days 3, 7, 14 and 30. Within the first 24 hours, marketers will be able to identify whether a campaign is attracting high-value users so they can invest more or stop the campaign in favor of other channels.
This strategy allows you to more effectively visualize budgets being better spent and with a better return on investment in advertising.
Predictive analytics and automated workflows, combined with incrementality and media mix modeling, or MMM, will give marketers a 360 understanding of how they should spend their marketing budget and on which platforms or channels. This is the future of modern marketing and growth measurement,” explains Simon Dussart, CEO of Adjust.
As investment in AI is expected to skyrocket in 2024, embracing its potential for mobile marketing will be crucial to staying competitive
The mobile marketing industry has made significant advances in AI this year, giving marketers access to more valuable data than ever before and helping them make even smarter, more informed decisions. In Brazil, 98% of organizations have already incorporated intelligence into their marketing channels.
As we look to next year, mobile app marketers will be looking to their measurement partners to take the next step and address another question, how AI can be used to help analyze data and make the smartest decisions possible. for these professionals. Katie Madding, Product Director at Adjust, explains how this new technology can help optimize work.
Using continuous data analysis, advanced learning models have the potential to provide informed predictions and make sound recommendations for marketers. In less time and with more precision, this will help us discover the best way to optimize budgetary spending to reach your audience and generate results. This is something we will see growth marketers really interested in exploring,” highlights Madding.
Adopting sophisticated measurability approaches will be crucial to standing out as a streaming service
FAST channels, a free advertising-supported television model that plans to create long-term partnerships with advertisers, need to stand out through measurability.
A move toward more advanced measurability should drive industry standardization to ensure metrics are comparable across different platforms and campaigns. Brands and enterprises will increasingly move beyond simplistic attribution models and adopt multi-touch/cross-platform models to consider the complete customer journey and understand how different interactions contribute to conversions and LTV,” explains Gijsbert Pols, Ph. D., director of Connected TV and New Channels at Adjust
The fusion of content and commerce will redefine the TV watching experience
Retail media, the strategic positioning of advertisements sponsored by brands and companies, will lead the growth of digital advertising in the world in 2023, with 22% highsurpassing traditional investments.
“Retail media will become an essential part of the future of advertising as consumers will be able to make purchases directly from their TV screen. Perhaps one of the most obvious examples is the integration of cooking shows with food delivery apps, allowing viewers to purchase ingredients directly from their screen to their doorstep. The merger of CTV and commerce creates an interactive platform where every click has real-world implications,” comments Pols.
CTV will become the family’s central digital hub
CTV is users’ preferred entertainment platform in all major markets around the world, in Brazil, six out of ten people (59%) also have this preference.
“In 2024, we will see CTV delivering a transformative user experience that transcends traditional boundaries. Just as the smartphone revolutionized what can be done using a phone, the digitalization of the TV will do the same for television. In fact, CTV has the ability to transform the TV from a device for watching content into a central digital hub in every home. The convergence of fixed and social will not only increase user engagement, but also create more robust opportunities for advertisers to connect with consumers with many different interests”, explains Gijsbert about the growing popularity of Connected TV.
User privacy is a priority in Brazil
Adjust data on the mobile app market in Latin America reveal that Brazil leads opt-in rates in App Tracking Transparency – Apple’s privacy framework that requires applications to ask their users to authorize data sharing – with 41% acceptance, surpassing the global average by almost 10%.
While insights and growth from aggregated data are the direction we are heading as an industry, device-level insights are also extremely beneficial not just at face value, but also in terms of how they can power and inform our solutions. of cutting-edge machine learning, explains Flávio Levi, Sales Director for Latin America at Adjust.
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