"Over 66% of marketers now use AI to optimize ad creatives, with 75% updating them at least every other week, indicating a shift towards rapid creative cycles."
"Short-form video has become essential in mobile marketing, with 77% of marketers citing it as yielding the best results, reflecting changing user expectations."
The mobile advertising landscape is rapidly changing due to AI integration, new privacy regulations, and evolving competition for user attention. Traditional low-cost installs are losing relevance as marketers adopt strategies that leverage AI, enhance retention, and prioritize user-centric creative formats. The 2025 State of Mobile App Growth Survey reveals that many marketers use AI for creative optimization, emphasizing a blend of automation with human oversight. Simultaneously, short-form video dominates engagement, with a significant majority finding it the most effective format for advertising.
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