Emerging technologies and evolving regulations are set to define mobile marketing in the Asia-Pacific (APAC) region in 2025. Adjust, a prominent measurement and analytics company, highlights significant advancements in artificial intelligence (AI), machine learning (ML), alternative app stores, and data privacy compliance. These shifts are expected to transform how brands connect with customers and drive growth.
AI and ML to drive precision and innovation
AI and ML technologies are poised to play an even greater role in mobile marketing, enabling brands to deliver personalised experiences, improve functionality, and strengthen security. According to Andrey Kazakov, Chief Executive Officer at Adjust, 2024 was about showcasing the potential of these technologies, but 2025 will focus on scaling them for broader impact. He anticipates developers and marketers will increasingly trust these tools, leading to better precision and higher returns on investment.
Generative AI (GenAI) was pivotal in driving creativity and engagement throughout 2024. However, Egor Lukomsky, Adjust’s Chief Technology Officer, believes that marketers will need to evolve its use in 2025. By adopting ML models that analyse alternative data points, brands can gain deeper insights into user behaviour and make predictions while remaining compliant with privacy regulations. This approach will help address performance challenges and optimise user engagement.
Alternative app stores to open new revenue opportunities
The rise of alternative app stores is set to revolutionise the mobile app ecosystem, particularly in APAC. Consumers in the region are increasingly exploring direct-to-consumer (D2C) platforms and super apps, creating new opportunities for brands. With traditional app stores no longer the sole distribution channel, companies can bypass these intermediaries and connect with users directly.
Kazakov noted that these channels provide businesses with unique opportunities to drive revenue. The ability to sell directly to consumers without relying on traditional app stores offers a competitive edge. As e-commerce platforms lead the shift toward alternative app experiences, the APAC region is expected to be at the forefront of innovation in this space.
Cross-border acquisitions to reshape the market
Cross-border acquisitions are expected to gain momentum in 2025, particularly as US-based firms look to expand into new markets. Kazakov explained that with growth plateauing in certain markets, companies will increasingly turn to acquisitions of regional apps with strong local user bases. This strategy will help them access new markets, customer insights, and valuable data while maintaining the acquired app’s local brand presence.
In APAC, where the app market is highly fragmented, this trend is especially relevant. April Tayson, Regional Vice President for INSEAU at Adjust, anticipates more regional app acquisitions, allowing global players to capture local user bases and expand their influence in the region. These moves will drive consolidation in the market while spurring innovation.
Stricter privacy laws to shape marketing strategies
Data privacy concerns remain a key issue in APAC, with recent reports showing that 70% of consumers worry about how their data is collected. Markets such as the Philippines (86%), Thailand, and Singapore (both 81%) report even higher levels of concern. These sentiments reflect the growing demand for transparent and secure data practices.
In response, marketers will face stricter privacy regulations, including new laws like the European Digital Markets Act (DMA), which will require innovative approaches to data storage and sharing. Lukomsky predicts the rise of multiple measurement frameworks to guide marketing decisions, making it an opportune time to explore predictive and incremental solutions. These changes will compel brands to adapt while ensuring they maintain trust with their customers.
Tayson emphasised that the APAC region, where users spend a significant amount of time on apps, presents a unique opportunity for meaningful engagement. Businesses that align their strategies with changing consumer behaviours and regulatory requirements will thrive in the years ahead.