• by Elad Natanson , February 2, 2015

After strong growth in 2014, apps are going to continue their dominance over the mobile web in 2015. Watches and other wearable devices, and soon, the Internet of Things, will add new devices to the app ecosystem dominated thus far by smart phones and tablets as the app-driven mobile web grows more prominent.

Here are predictions in app marketing for the coming year:

1. More Automation coming to Inventory Selling – Using Affiliate Networks to place referral links is no longer competitive in a world driven by programmatic buying. More and more publishers are going programmatic, showing a preference for implementing automated ad platform API solutions which provide greater optimization flexibility, operational efficiency and more revenue. Ad platform APIs can also offer publishers greater relevancy by pulling the apps/ads from content-related categories. The proof is in the numbers: More than 40% of the publishers and media partners that come to us for app recommendation solutions request an API integration.

2. Re-engagement – Given the competitiveness in most app categories, it’s no longer sufficient to just deliver cost-effective app users. App publishers face a growing need for post-install communication with their newly-acquired users in order to increase app adoption and enhance retention. That’s why app marketing in 2015 will be all about solutions for re-engaging existing users. These solutions implemented on mobile, as well as cross-screen, will reshape the industry, adding new campaign goals and KPIs.

3. Deep Linking – Similar to re-engagement, deep linking makes apps more user-focused than ever by bringing web-like search functionality into an app experience (OR by enabling users to find what they’re looking for without going through the app’s home screen / lobby). For example, if you search “Apartments for rent in Barcelona”, clicking on the Airbnb app search result, you’ll be redirected to “Apartment offers in Barcelona” instead of landing in the lobby of the Airbnb app and going through general on-boarding. The benefits of deep linking include on-boarding flexibility, lower churn rates, higher adoption and greater user satisfaction.

4. Apps as content – As Internet users migrate from the desktop to mobile devices, app discovery has become the most important area of content discovery. With relevancy the key driver for content discovery on mobile platforms, we strive to answer the following question when recommending the next app: “What is the most relevant mobile content, or what is the information a smart phone / tablet user would want to discover now?” Research indicates that the algorithm-based recommendations of relevant apps deliver 2.5-4% CTR on average, while diversifying revenue streams for apps and boosting user engagement. This trend is expected to rise.

5. Customization – Despite the increase in ad automation, publishers are still seeking customizable ad units. Whether to run native ads or to meet the creative needs of a specific developer, publishers are increasingly looking for customizable units that are as close as possible to the app’s/Web site’s look and feel. Customization by changing ad colors, messages and other ad elements will be a growing trend in 2015.

The common thread tying together the aforementioned trends for 2015 is an improved user experience, which is a good thing for mobile users as we start the new year.