APPSFLYER: MIDDLE EAST MOBILE APP MARKETING SURGES YEAR ON YEAR WITH OVER 30%
In the UAE and Saudi, GenAI app marketers sought to capitalize on the market buzz and increased their user acquisition ad spend by 94% Year on Year.
AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, has released its annual lookback at the past year's mobile app trends. The year saw notable growth in user acquisition ad spend and revenue, fueled by increasingly advanced monetization strategies and the expanded use of AI in marketing. The findings reflect the industry’s increasing understanding of how to adapt to the ongoing changes in the market.
The Middle East in particular was identified as a high-growth market in AppsFlyer’s latest report. The UAE, Saudi Arabia, Qatar and Egypt were among the countries in the region that saw an over 30% surge in mobile app installs for non-gaming categories, especially impressive when compared to the 7% global average. Marketing efforts no doubt played a significant role in driving this impressive outcome as mobile marketers across industry verticals doubled down on their audience expansion campaigns. Most notably, Finance and Generative AI app marketers in the region increased their YoY user acquisition (UA) ad spend by 208% and 94% respectively.
“The especially significant increase in UA spending in these categories indicates stiff competition and the potential for many players to continue growing their market share by appreciable levels,” said Paul Wright, General Manager Western Europe and MENAT at AppsFlyer.
Interestingly, regional shopping apps reduced their UA ad spending by 47% which might indicate a stabilization in the market, where major players have already built loyal customer bases and no longer need to rely as heavily on user acquisition campaigns. Wright stated that the pullback in spending by incumbents could make it more cost-effective and impactful for smaller players and new entrants to run successful mobile marketing campaigns.
