Moburst’s Monthly Mobile Marketing Roundup #13 

ASO Industry News Mobile Marketing

Lital Castel

Jessica Abbadia 28 March 2024

Welcome back to the 13th edition of Moburst’s Monthly Mobile Marketing Roundup!

This month, we’ll delve into the latest updates on the potential TikTok ban in the US, Meta’s new AI-powered ad tools, the official date announcements and information on Google I/O and WWDC24, and much more.

Let’s dive right in.

Mobile Marketing News

TikTok Ban in US: Potential Implementation and Impact

The ongoing debate about a possible TikTok ban in the US continues with notable Senate opposition to expediting the proposed legislation. This stems from bipartisan worries regarding national security and the potential for TikTok’s Chinese parent company, ByteDance, to provide access to American user data to the Chinese government. 

• The legislative ambiguity is currently fueling speculation and unease among brands and marketers using TikTok for user engagement and brand exposure.

If a ban were implemented, it could dramatically reshape the digital marketing landscape, forcing brands to pivot their strategies away from one of the most popular social media platforms among younger audiences. 

This could mean marketers will need to diversify their social media presence and explore alternative platforms to maintain their reach and engagement levels. For brands that rely heavily on TikTok for influencer marketing and customer interaction, this could mean reevaluating their digital marketing strategies and possibly investing more resources into other platforms to fill the gap left by TikTok’s absence. 

We will keep track of this news in the following months and keep you up to date with the latest information.

WWDC24 & Google I/O Key Dates Announced

WWDC24 

Apple’s premier event for developers, WWDC24 (Worldwide Developers Conference), has been officially set for June 10–14, 2024, offering a fully online experience. The keynote and sessions can be streamed for free via Apple’s website, the Apple Developer app, website, and YouTube channel.

Here’s what we can expect this year:

• Software Updates: Apple’s WWDC events traditionally center on software, hinting at significant updates for iOS, iPadOS, watchOS, macOS, and tvOS. This year, the focus might shift towards AI enhancements and enhanced device integration. 

Among these updates, we’re expecting the highly anticipated unveiling of iOS18 and iPadOS 18, which promise to be some of the most interesting software updates in recent years.

• Developer Tools & Resources: It can’t be a WWDC event without some new and fresh developer tools. This year, we’re anticipating some fresh tools and resources in Xcode, enhancements to Swift, and additional methods to leverage machine learning for app development.

Google I/O 

Scheduled for May 14, the Google I/O 2024 event will invite developers and marketers to explore the latest in AI-enabled app development and marketing. 

Here’s what we can expect this year:

• Google Gemini AI Improvements: With the company going all-in on its generative Gemini model, which powers its chatbot and Samsung’s Galaxy AI features, Google is likely to focus on the “Gemini era.”  

The event is expected to delve into incorporating generative AI into Google’s current offerings and unveiling new applications and features driven by LLM technology.

• Android 15 Preview: Google will most likely unveil enhanced AI integrations for smarter operation and improved user experience with Android 15.

The event will kick off with keynotes live streamed at 10am PT on May 14. It will be available to watch through the Google I/O website, where attendees can also register for updates.

As always, stay tuned as we’ll be covering both events, providing you with the latest news and insights to make your app stand out.

Meta Introduces AI-Powered Tools and Improved Ad Formats

Meta continues to enhance ad features following their recent introduction of a new attribution setting for video ads. 

• This month, the company rolled out a variety of advertising upgrades, such as video options in catalog ads, AI-powered tools, Reminder ads to generate pre-launch excitement, and ads with product tags for direct shopping. 

These upgrades aim to enhance product storytelling and boost sales through AI-driven content creation and ad optimization. 

Meta is also broadening Shops ads access, backing retail media networks with Collaborative ads and Advanced Analytics. This gives brands a chance to leverage dynamic and AI-driven tools for more impactful customer engagement across Meta’s platforms.

• The emphasis on more personalized and dynamic ad formats could help brands stand out in the feeds, providing new ways to capture consumer attention and convert interest into action.

The company highlighted a few success stories, claiming that advertisers have already seen a 3.47x omnichannel return on ad spend, highlighting the efficiency and effectiveness of the new ad solutions. For a detailed overview of the updates, read the full list here.

Reddit Launches Free-Form Ads That Closely Resemble User Posts

Reddit has recently introduced ‘Free-Form Ads,’ a new ad format designed to seamlessly blend with the platform’s native content. 

Recognizing the diverse reasons users visit the platform – from seeking advice to sharing passions – these ads mirror the rich, multifaceted conversations happening across it, which is great news for brands and marketers alike.

• Free-Form ads achieve this appearance by incorporating a mix of media types, including images, videos, and text within customizable templates – encouraging deeper engagement from Reddit’s community.

Drawing inspiration from the popular user-created megathreads, this new ad format can also facilitate comprehensive discussions and information sharing, making them ideal for product launches or brand introductions. 

Reddit claims that early adopters, including brands like Just Eat Takeaway, Kraft Heinz, and Leica, have already reported significant success, with Free-Form Ads outperforming other formats in click-through rates and community interaction. 

App Store Updates

New App Store and iOS Data Analytics for Enhanced Performance

Apple has recently introduced an extensive expansion of analytics for iOS apps, offering app owners deeper insights into app performance and business metrics. 

With over 50 new reports available through the App Store Connect API, you’ll be able to access a variety of metrics to evaluate performance and identify areas for improvement:

• App Store Engagement: Tracks user interaction and sharing activity on the App Store.

• App Store Commerce: Provides insights into downloads, sales, pre-orders, and transactions via the secure App Store In-App Purchase system.

• App Usage: Offers data on active devices, installations, and app deletions.

• Frameworks Usage: Details app utilization of OS capabilities like PhotoPicker and Widgets.

• Performance: Evaluates app performance and user interaction with specific features.

This data can be extremely valuable for driving app growth, increasing user retention, and maximizing your app’s impact.

Further Updates to App Distribution in the European Union

If you’ve been with us for a bit, you’ll know we’ve been keeping track of the recent changes to app distribution in the European Union following Apple’s response to the ongoing Digital Marketers Act (DMA) investigations. 

Over the past several weeks, Apple has announced a few more significant updates to their app distribution policies. These aim to offer app owners further flexibility and options when distributing their apps within the EU market.

Here are the key updates:

• Streamlined Addendum: You can now sign up for new terms at the account level, simplifying the process and providing greater control over app distribution decisions without the need for multiple corporate entity signatures.

• Alternative Marketplace Criteria: With revised eligibility criteria, app owners can explore alternative app marketplaces more easily, enabling them to reach new audiences and expand their market presence in the EU without the requirement of a stand-by letter of credit.

• Better Flexibility: Developers can now choose to offer apps exclusively in alternative marketplaces or direct users to complete transactions on external web pages, with optional Apple design templates. This can be great for showcasing promotions and discounts, potentially increasing user engagement and satisfaction.

• Web Distribution: A new Web Distribution feature will allow authorized developers to distribute iOS apps directly from their websites to EU users, offering a better distribution experience and enabling integration with system functionality, backup, and more. 

Google Play Store Updates

Highlights From the 2024 Google for Games Developer Summit

The recent 2024 Google for Games Developer Summit revealed some growth opportunities for mobile game owners to boost their reach and engagement on the Google Play Store. 

Let’s go over the most relevant updates from the summit:

• Loyalty Program Expansion: With Google Play Points now accessible in over 35 markets, app owners can leverage limited in-game offers to enhance user retention and drive engagement, ultimately boosting monetization efforts.

• Play Pass Expansion: The Play Pass has proven to be a great way to encourage user engagement and audience expansion for mobile games, with its subscriptions growing by over 120% in the past year. Now, Google revealed that it is expanding offerings to include in-game deals across 21 markets, enabling games to tap into wider demographics and increase revenue streams.

• Multi-Platform Access: Google Play Games on PC is introducing support for native PC game publishing, enabling app owners to extend their global footprint by reaching users across diverse platforms.

• Improved User Acquisition: Through the Play Install Referrer API, you can now refine user acquisition strategies by gaining insights across marketing channels, optimizing campaigns, and enhancing user retention efforts.

You can read the full list of product updates and features here.

Ready to take your marketing strategy to the next level and stay ahead of industry trends? Look no further than Moburst! 

As a leading full-service, mobile-first digital marketing agency, we specialize in helping businesses like yours grow and become category leaders.

Lital Castel

Lital is Moburst’s Content Manager & Email Marketing Specialist. She specializes in coming up with engaging ideas and research to capture the trendiest topics in the digital and mobile marketing world. She is passionate about productivity and optimizing your day, but you can probably find her playing video games while cuddling with her dog on the couch to wind down at the end of a long day.

Jessica Abbadia

Jessica is Moburst's ASO & CRO Specialist. She specializes in enhancing organic performance for apps and games all over the world, while actively developing innovative methods for increasing app visibility and conversion, as well as offering her vast knowledge for the benefit of the mobile community. She graduated from law school and now serves as an animal rights activist who also loves reading books while sipping a strong coffee and holding one - or more - of her three cats.

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