Mobile app marketers are increasingly turning to advanced machine learning and artificial intelligence (ML/AI) technology to drive success in performance marketing, according to a recent survey conducted by Moloco and Ipsos. The survey, which included responses from over 1,600 mobile app marketers across nine countries, revealed that 37% of respondents selected advanced ML/AI as the key factor when vetting mobile app performance marketing vendors.
The shift towards ML/AI technology in advertising has been driven by the proven effectiveness of performance marketing in driving revenue, user acquisition, and profit. The study found that 64.7% of surveyed companies increased their mobile ads marketing budget in 2023 compared to the previous year, with an average increase of approximately 25.7%. Additionally, 63.2% of companies reported that they would be increasing the performance marketing portion of their overall mobile ads budget from 2022, with performance marketing claiming 45.7% of the mobile ads budget in 2023, surpassing brand marketing at 41.4%.
The success of performance-driven marketing in driving user acquisition and improving return on ad spend (ROAS) has also been a driving factor behind the increased adoption of ML/AI technology. Marketers who have implemented performance-driven mobile marketing programs reported high satisfaction, with a score of 4.4 out of 5. Furthermore, 58.2% of marketers saw performance marketing as more effective for revenue growth than traditional brand marketing, and 55.5% viewed it as key to profitability during times of economic uncertainty.
When selecting a mobile app performance marketing solution, advanced machine learning emerged as the top factor, with 37% of marketers selecting it as the most important from a list of 10 possible factors. Global reach and high-quality user acquisition were also important factors, ranking second and third respectively. Machine learning was credited with providing real-time, accurate data for decision-making and goal monitoring.
The findings of the survey highlight the growing trend of performance marketing across different countries and industries. Marketers recognize the power of ML/AI technology in driving results and are prioritizing performance-driven strategies to boost sales and profits. The study provides valuable insights into strategic marketing decisions and investments, demonstrating the consistent results achieved through measurable and impactful ROAS.
Overall, the survey showcases the increasing importance of advanced ML/AI technology in achieving success in mobile app performance marketing. As the industry continues to evolve, marketers are embracing the role of machine learning in driving revenue growth, acquiring new users, and improving profitability. By leveraging the power of ML/AI, mobile app marketers can unlock the full potential of their performance marketing efforts and achieve exceptional results.
