My Take on Liftoff 2025 App Marketers Survey

🔴 Here’s my take on what 700+ mobile marketers revealed in the latest industry survey from Liftoff Mobile:

Source

📱 The big trend? Diversification.

56% are working with MORE partners in 2024 (up from 42% last year)

But here’s where it gets interesting…

Traditional paid channels aren’t enough anymore:
62% use organic social/viral (easy to talk, hard to walk the talk)
51% leverage influencers
29% focus on community building

And AI?
34% see biggest benefits in creative production
20% in creative optimization

💰 Where’s the money going in 2025?
Ad networks: 41% (↑ from 36%) – Maybe, all meant Applovin.
Self-attributing networks: 36%
DSPs: 14%

The message is clear: successful mobile marketers are expanding beyond traditional UA channels.