Opportunities in the Mobile Marketing Market

The Rise of App Usage and the Importance of Measurement for Business Growth

The global market for smartphones and applications continues to grow significantly, creating numerous opportunities for companies seeking to expand their results through mobile marketing strategies. In 2023, the numbers were impressive: globally, there were about 257 billion app downloads, with Brazil responsible for 10.2 billion of those downloads. Additionally, investment in app advertising reached 362 billion dollars, demonstrating the relevance and potential return for companies investing in this market.

For Brazilian companies, the context is even more favorable. Brazil is the fifth country in the world with the most smartphones, having a ratio of 1.2 devices per person. The Brazilian's connection with mobile is intense: 98% of Brazilians have downloaded an app, and the average time they spend on mobile device screens represents 54.7% of the hours they are awake, placing Brazil as the second country in the world in screen usage time. Furthermore, smartphone usage starts increasingly earlier in the country: 84.7% of Brazilian youth already own a smartphone, reflecting the importance of long-term strategies aimed at capturing and engaging this new generation of consumers.

Given such high mobile adoption, having a proprietary app becomes an excellent way to engage the audience and optimize business results. However, to ensure that these apps and campaigns are truly effective, it is essential to have tools that accurately measure the performance of each action and allow for strategic optimizations in the use of the marketing budget. In this sense, Mobile Measurement Partner (MMP) platforms emerge as fundamental solutions, enabling companies to measure and enhance their user acquisition campaigns continuously.

By adopting an MMP, companies can closely monitor the performance of their campaigns, identifying the most effective channels and strategies and adjusting actions in real-time to maximize results. Amid this growing need for metrics and dynamic adjustments, a solution like Advents – which understands the local market and the specific needs of Brazilian consumers – can become a strategic differential, helping brands achieve a higher ROI / ROAS.

Integrating a well-structured mobile marketing strategy with a proprietary app and a reliable measurement platform is, therefore, essential for companies that want to stand out and capture a share of the competitive mobile market. In a scenario where more and more brands compete for consumers' attention, this approach ceases to be a simple advantage and becomes a strategic necessity.