Bidease – The 2025 Mobile App Growth Survey, Spring 2025

The main theme of the report is the adaptation of mobile app marketers to a complex and competitive environment.

Key findings include: acceleration of creative production cycles with AI: 76% of marketers update ad creatives at least every two weeks, 66% use AI for creative development and optimization. Video continues to dominate growth budgets: 77% of marketers consider video ads one of the most effective formats. Balancing acquisition and retention: 43% of marketers allocate more than a quarter of their spend to retargeting or lifecycle marketing. Privacy concerns intensify: 73% believe Google Privacy Sandbox has a significant impact.