Moburst’s Monthly Mobile Marketing Roundup #3

Sarai Oppenheimer
Sarai Oppenheimer 31 May 2023
Moburst’s Monthly Mobile Marketing Roundup #3

Welcome to Moburst’s May 2023 update on the latest mobile marketing trends and news!

This edition covers ASO (App Store Optimization) news, updates from Google I/O 2023, and upcoming changes to the App Store. We’ll also showcase the newest mobile measurement platforms (MMPs) and developer features that can help elevate your mobile game. 

Mobile News & Updates

OpenAI’s ChatGPT iOS App is Now Available in Over 30 Countries

OpenAI’s ChatGPT app is now available in 33 countries, including India, just a week after launching in the US. The AI-based chatbot app was downloaded over 500k times in the US within six days of its release. There is also a premium service, ChatGPT Plus, which costs $20 per month and offers access to advanced features through GPT-4. OpenAI plans to release an Android version of the app.

ChatGPT iOS App

OpenAI’s expansion of ChatGPT to iOS users presents an opportunity for marketers and developers to explore AI-based chatbots as a new medium for customer engagement. ChatGPT app’s impressive download statistics also show that there is a significant interest in AI-powered chatbots, making it an exciting prospect for businesses to explore this technology further.

The Mobile Gaming Industry’s Dominance Continues with 92% of Advertisers Unveiling New Creatives in Q1 2023

The first quarter of 2023 saw a significant amount of new ad creatives in the mobile gaming industry, with 92% of mobile game advertisers releasing fresh content. These numbers suggest that the mobile gaming industry is still growing and dominating the app stores. Video ads accounted for the majority, while image, playable, and other ad types comprised the rest.

One notable trend is the shift towards Android creatives, which accounted for 70% of all ad creatives, compared to iOS creatives at 30%. This trend could affect advertisers targeting mobile gaming audiences, requiring adjustments to ensure effective targeting.

SocialPeta Ad Creatives Report
Source: SocialPeta

Additionally, casual games dominated the mobile gaming industry, making up the largest portion of the number of advertisers and creatives. The genre experienced a year-over-year increase in the number of advertisers and creatives.

To stay competitive and make informed decisions about marketing strategies, app marketers and developers should follow upcoming trends. Creating engaging and creative app store assets and videos is also recommended to capture users’ attention and stand out in an increasingly crowded market. For a wider reach, developers may need to prioritize Android development. In addition, if you have a mobile gaming app, exploring casual games can be an effective way to gain more visibility and engagement in the mobile gaming space.

Google Play Store Updates & Features

The Latest ASO Updates From Google I/O 2023 

We recently covered all the important updates from Google’s I/O 2023 event, where the tech giant unveiled significant changes to Google Play and Console. These updates aim to revolutionize how app developers and marketers approach their work, focusing on improved seamlessness and performance. 

Mobile Marketing

The company introduced updates to Custom Store Listings (CSLs), innovative AI tools, and machine translation services to help optimize app store listings and target audiences. Check out our detailed coverage to see how these changes can help showcase high-quality products on the platform more easily than ever before while improving visibility and discoverability within the Play Store.

App Store Updates & Features

Apple Releases its First-Ever App Store Transparency Report

As you may already know, Apple isn’t exactly famous for being transparent. However, that’s all changing now with the release of their first-ever App Store Transparency Report. This report provides valuable insights into the app review process and user behavior, covering data from 2022. It shows Apple’s commitment to maintaining a secure and trustworthy platform for users across all 175 countries and regions where the App Store is accessible. 

The report reveals that over 6 million apps were submitted for review, with just over half meeting the required standards outlined in App Store’s Review Guidelines. This emphasizes the importance of quality and user experience and a seamless app onboarding process as key factors in securing approval from Apple.

App Store icon

The report also highlights the strong demand for innovative apps among Apple users, with average weekly downloads and user searches for apps being significant. However, developers and marketers face the challenge of achieving visibility and discoverability among millions of apps on the App Store. To increase their chances of success, an effective App Store Optimization (ASO) strategy is crucial.

Furthermore, the report emphasizes the importance of user retention for success, noting that it is easier to re-engage inactive users than to acquire new ones. Developers and marketers should, therefore, focus on creating a positive user experience that encourages continued engagement and loyalty.

Apple’s transparency report marks a significant step towards its commitment to transparency and collaboration with developers and marketers. It ensures that users can access high-quality mobile apps and games they can trust by reviewing and approving the best apps. In doing so, Apple creates a safer and more reliable app marketplace for users while promoting industry innovation and creativity.

Apple’s Latest Update Enhances Security in the App Store

Apple is updating the App Store receipt signing intermediate certificate to use the SHA-256 cryptographic algorithm, enhancing security and privacy. This update will be implemented in multiple phases, potentially impacting new apps and app updates depending on their receipt verification methods.

Apps using AppTransaction and Transaction APIs or the verifyReceipt web service endpoint don’t require any action. However, apps validating receipts on-device must support the SHA-256 version of this certificate. Starting August 14, 2023, the App Store will no longer accept new apps or updates that don’t support it.

Two important dates to keep in mind are June 20, 2023, and August 14, 2023:

  • On June 20, 2023, sandbox environment receipts will be signed with the SHA-256 certificate for specific devices. This change is expected to further enhance security measures.

  • On August 14, 2023, all new apps, app updates, and sandbox apps will be signed with the SHA-256 intermediate certificate. This update is also aimed at improving security and ensuring that apps are verified before they are released. These changes reflect Apple’s ongoing efforts to maintain a secure and trustworthy platform for users.

MMPs (Mobile Measurement Partners) & Developer Updates

Google Ads Rolls Out gBraid to Help Advertisers Measure iOS 14.5+ Conversions

In response to Apple’s App Tracking Transparency policy changes, Google Ads introduces gBraid—an innovative feature that will help advertisers measure the results of their deep-link ads on iOS 14.5+ devices and attribute app conversions back to web ad campaigns. The parameter, &gBraid={gBraid}, enables more accurate measurement while boosting campaign performance, helping advertisers navigate the challenges presented by the ATT policy changes.

Eligible accounts will have access to gBraid starting in June 2023. However, additional actions may be required to start using it in campaigns, so advertisers should prepare by referring to Google’s Help Center article. Upon receiving access to gBraid, advertisers who are already following all the steps to activate it may notice fluctuations in their reporting, including increased conversions.

Google Ads & Analytics
Google Ads & Analytics

The introduction of user consent before tracking data across multiple apps has disrupted traditional mobile marketing practices. With the release of SKAdNetwork 4.0 and Apple’s ATT policies, advertisers can no longer rely on tracking users across multiple apps to target them with personalized ads. Instead, they must find new ways to measure the effectiveness of their campaigns and reach their target audiences.

As such, gBraid is a significant step forward for Google Ads and its advertisers in adapting to the changing mobile marketing landscape by providing a solution that enables more accurate measurement and attribution on iOS devices.

AppsFlyer Empowers Marketers with Comprehensive Measurement and Analytics Support for ChatGPT and Bard Plugins

AppsFlyer has recently introduced a new measurement and Data Clean Room support feature for ChatGPT and Bard plugins. This feature allows users to track customer journeys and measure plugin performance across all platforms, including mobile apps, CTV, and web, as well as across all paid, social, and organic traffic sources such as Meta, Google, and Apple.

AppsFlyer ChatGPT Support
Source: AppsFlyer

Following OpenAI’s announcement of ChatGPT plugins in March 2023, allowing users to interact with other services seamlessly, Google also announced its own set of extensions for Bard. With AppsFlyer’s latest feature, developers and marketers can optimize their campaigns and adjust their targeting strategies based on valuable metrics. This data transparency will benefit the industry, enabling app marketers and developers to better understand their audience, refine their messaging, and achieve more effective campaign results.

AppTweak Launches Search Ads Manager to Unite ASO & ASA

AppTweak has taken a step towards streamlining Apple Search Ads with the launch of a new tool called Search Ads Manager. The platform, which is available at no extra charge with an active AppTweak subscription for a limited time, aims to simplify the Search Ads process while leveraging the company’s industry-leading intelligence, experience, and expertise.

AppTweak's Search Ads Manager
Source: AppTweak

Search Ads Manager provides app developers and marketers with valuable insights to help them make informed decisions while optimizing their campaigns. With this tool, users can unite ASO & ASA, monitor campaigns with ease, and optimize budgets. They can also identify new opportunities to expand reach by getting thousands of keyword suggestions for ASA and track performance across countries and campaigns.

Overall, the Search Ads Manager feature will likely provide marketers with a much more comprehensive approach to user acquisition, helping them achieve better results and allocate resources more effectively by monitoring campaign performance and identifying growth opportunities.

Sarai Oppenheimer
Sarai Oppenheimer
Sarai is an ASO & CRO analyst at Moburst, specializing in optimizing visibility and enhancing performance to increase downloads, conversions, and engagement. When she's not working, you can find her outdoors exploring nature and capturing beautiful memories with her camera.
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