Advertising Technology Blog

Global retail app downloads grew to 6.6 billion in 2024, led by Chinese e-tailers like Temu. US downloads declined by 9.6% YoY. Top retailers leverage mobile apps and retail media for conversions.

In 2024, global mobile app spending hit $150B, up 13%. APAC publishers dominate top earners. Standouts include AFK Journey, Love and Deepspace, and DramaBox. AI and short-form apps thrive.

Health & Fitness apps hit record highs in 2024 with 3.6 billion downloads and soaring IAP revenue, especially in January 2025. Fitness trackers like Strava and AllTrails led growth, while reward apps like Sweatcoin and CashWalk gained traction. The US dominated spending, and the category is set to exceed $4 billion in 2025.

Steam wishlists let users track desired games, with notifications on launches and discounts. Friends can gift them. However, fake wishlists and forced additions question their value as strong purchase intent indicators.

Top US parenting apps in Q4 2024 showed mixed trends. Findmykids saw declines in revenue, downloads, and active users. TalkingParents remained stable. Speech Blubs' revenue fell but downloads rose. Nanit grew in all metrics. FamilyAlbum downloads increased with high active users.

Top 5 Russian iOS utility apps in Q4 2024 showed varied trends: VPN Cat peaked at $24.5K weekly revenue; VPN Top reached 474.4K active users; others saw fluctuating revenue and downloads.

In Q4 2024, Sephora led web engagement in French beauty retail, peaking at 42M visits. Nocibé and Notino showed strong app growth. Sephora's ad spend decreased, focusing on Facebook and Instagram, while Notino increased spend on Instagram.

In Q4 2024, top US Android puzzle games showed strong growth. Block Blast! peaked at 239K weekly downloads. Nut Sort and Find The Cat saw revenue rises. Bus Out hit $32K weekly revenue. Differences grew active users to 321K.

Top finance apps in Romania during Q3 2024 showed varied trends: Revolut maintained stable downloads (40K-53K/week) and growing active users; BT Pay surged in September; Salt Bank declined; Google Wallet and George Romania grew steadily.

Downloads for neobanks in Mexico are up 77% YoY, outpacing LatAm's 30% average. Nubank leads LatAm MAUs but only accounts for 18% of Mexican MAUs, where Mercado Pago and Banco Azteca dominate. DiDi Finanzas' growth in Mexico has stalled significantly. In Q3 2024, Mercado Pago and BBVA Empresas Mexico were top social advertisers, but both cut ad spend QoQ, while cohort spend rose 5%.

Tinder leads in revenue and downloads in Q3 2024, peaking at $538K and 51K weekly. Azar and Bumble show stable metrics, while Chamet and Poppo Live exhibit mixed trends. Active users vary, with Tinder at 338K and Poppo at 71K by quarter-end.

Spotify reduced Wrapped campaign ad spend by 60% YoY in Q4 2023. Downloads spiked 90% on launch day in 2022 vs 60% in 2023, but DAUs rose similarly (13-14%). In 2024, Spotify (46%), SiriusXM (29%), and Amazon Music (22%) lead audio ad spending; SiriusXM grew 50-85% YoY. Spotify retains 91% of users, far ahead of competitors. iHeartRadio, with free model, retains only 5% after 30 days, vs 27% for Spotify and 19% for YouTube Music.

Pathmatics is enhancing its platform with new datasets like Mobile Apps Channel and App Downloads, better chart capabilities such as Aggregate Spend and Brand Time-Series, and easier workflows including Creative Filters and Category Comparison. These updates aim to provide users with advanced tools and insights for digital strategies, focusing on data quality and workflow optimizations for a refreshed experience in 2025.

In Q2 2024, Romania's top insurance apps showed varied performance. MyElectrica led in downloads and active users, peaking at 11.2K weekly downloads and 100K active users. Other apps like NN Direct and Allianz-Tiriac saw notable peaks but declined later.

Honor of Kings rose to #2 in worldwide downloads growth in June 2024 with global expansion. Manage Supermarket Simulator topped breakout downloads. Free Fire led downloads, while Dungeon & Fighter Mobile dominated revenue growth and spend charts.

Top 5 US iOS business games in Q2 2024 showed mixed trends. My Perfect Hotel grew in downloads, revenue, and users. Business Empire had fluctuating downloads but rising users. Outlets Rush saw declining downloads and revenue. Idle Bank Tycoon increased revenue and users. Idle Office Tycoon peaked then dropped.

In Q2 2024, top Russian utilities showed varied performance. VPN apps like Free VPN Proxy peaked at $7.3K revenue and 14.8M weekly active users. Yandex Browser maintained 23-24M weekly users. Downloads fluctuated across apps, with VPN - fast peaking at 655K weekly downloads.

Sensor Tower's forecast predicts $2.2 trillion in app store spending from 2021-2030, with 2.9 trillion downloads. Non-game apps will surpass games in spend by 2030. Developing markets drive fastest growth.

In 2023, US ad spend on weight-loss drugs by Novo Nordisk and Eli Lilly surged 250% YoY. However, both cut ad spending in recent months due to supply issues. Eli Lilly's DTC website outperformed pharmacy sites in engagement. Targeted ads, especially in Spanish, reached specific communities. Ad spend variations correlate with stock prices non-linearly.

Tennis Clash leads with peak revenue of $1.1K and 52K active users. Mini Tennis sees stable but low numbers. Tennis Arena declines. Others have minimal activity.