AppLovin: In-App Ads Drive Higher Customer Engagement and Loyalty

AppLovin, a leading marketing platform, has released its Consumer Mobile Trends 2024 report, highlighting the superior engagement and loyalty of customers acquired through in-app advertising compared to social media acquisition channels. This article explores the key findings, implications, and strategies for marketers to capitalize on this trend.

In-app ads have proven to be more effective in driving customer engagement and loyalty, with in-app ad customers opening their apps 9 times per month on average, compared to 5.8 times for social media-acquired customers in the fintech sector. This increased engagement leads to more repeat transactions, driving higher revenue and allowing marketers to reinvest in their businesses.


The shift in consumer behavior towards mobile devices has driven the need for a corresponding shift in marketing towards mobile in-app advertising. The mobile environment is purpose-built to drive performance, making it a natural fit for direct-to-consumer (DTC) brands to engage with customers and drive meaningful engagement and retention.

Nearly 50% of online transactions will occur on mobile devices this year, and this number is expected to reach 62% by the end of 2025. Mobile in-app advertising delivers untapped scale, enabling consumer brands to reach over 5 billion global smartphone users every day.


Brand safety is a built-in function of mobile advertising, as mobile apps are subject to app store reviews and guidelines. In-app ads maintain 100% share-of-voice, making it unlikely for them to appear next to risky content. This ensures a safe and controlled environment for brands to engage with their customers.

“We’re able to launch, monitor, and optimize our mobile in-app campaigns with minimal effort,” said Marian Bucher, Growth Expert at online shopping platform OTTO. “AI technology excels at pinpointing the right users to grow the volume and average order value of purchases.”

Marketers can optimize their in-app advertising strategies by leveraging AI and machine learning to target and personalize ads, further enhancing customer engagement and loyalty over time. By meeting customers where they are and providing a personalized and immersive in-app experience, brands can foster customer loyalty and drive long-term growth.

The long-term benefits of relying on in-app advertising as a primary customer acquisition channel include increased customer lifetime value, higher repeat transactions, and the ability to reinvest in the business. However, marketers must also consider the risks, such as potential app fatigue, privacy concerns, and the need to continuously adapt to changing consumer behaviors and preferences.

In conclusion, AppLovin's Consumer Mobile Trends 2024 report underscores the importance of in-app advertising in driving customer engagement and loyalty. Marketers should leverage this trend to optimize their advertising strategies, foster customer loyalty, and drive long-term growth. By understanding the key factors driving higher engagement and loyalty, marketers can effectively capitalize on the in-app advertising channel to achieve their business goals.