2024 in a nutshell
If you’ve been following our blog, you already know 2024 felt like a turning point for us. In my previous post, I described the year as one of “reflection and growth”—and it truly was. We took a moment to step back and ask: Where do we want to go next? How can we better serve our global community of mobile app publishers, developers, and marketers?
Now, we are shifting from reflection to action. As we begin 2025, we’re fully committed to driving the most aggressive growth in MobileAction’s history—aiming to double or even triple our market impact. Let’s walk through how we plan to do it.
Why 2025 will be our boldest year
Over the past decade, we’ve seen the mobile industry change at breakneck speed. Privacy regulations have reshaped advertising, technology booms and busts have come and gone, and user acquisition has become more competitive than ever. But one core truth remains: app marketers need reliable, transparent, and innovation-focused tools to thrive.
First and foremost, our Skai acquisition significantly strengthened our Apple Search Ads solution, cementing our position as the biggest Apple Search Ads partner worldwide.
We trusted our product; we always knew that SearchAds.com by MobileAction was the most advanced product in terms of technology, and the market is starting to validate that. In 2024, we gained a lot of users from our competitors which made our awareness grow about this reality. But it also made us humbly recognize the areas where we can grow and innovate, and we’re incorporating that as well.
We gained fresh perspectives on what “customer-first product development” looks like at an even larger scale. We’re listening to our clients and community members closer than ever. After many conversations with customers, we realized we needed an even more seamless product experience, one that spans SMBs all the way to the biggest enterprises. We took those notes to heart.
Innovation has plateaued if you look at some corners of the mobile industry, but not here. This year, we’re scaling our tech investments and we’re committed to pushing even harder to spark new solutions, new features, and new ways to make your daily workflow smoother.
In 2024, we solidified our position in the market. Now, we want to be everywhere you look—industry events, local meetups, major conferences—offering solutions that genuinely transform how you plan, run, and scale your user acquisition (UA) strategy. We’re leaning into dominance.
If 2024 was our warm-up lap, 2025 is the main race.
Redefining the mobile growth journey
We’re reevaluating how to streamline the entire user acquisition process. Our mission is to create a one-stop platform that blends ASO data, paid user acquisition, automation, and intelligence in a way that’s easy for everyone—from the smallest indie developers to the most complex enterprises.
As I’ve said, we listened to everyone and here’s what we changed (and aim to change even more) based on your feedback:
1. Unifying Paid & Organic Search
Organic and paid search are two sides of the same coin. We’re breaking down any silos that exist between these channels, helping you get maximum returns on your marketing dollars and your product optimization efforts.
2. Elevated Ad Intelligence
With more ad networks entering the market, competition is heating up, and scaling your campaigns has never been tougher. We believe it’s critical to manage and optimize the entire creative funnel from start to finish. That’s why we’re rolling out a more comprehensive funnel reporting system—offering an easy, at-a-glance data view—so you can spot what’s working, pivot quickly when needed, and ultimately drive better results across all your campaigns.
3. Breakthrough in Market Data
For our market intelligence suite, 2025 will be a year of reinvention. And, what I mean by reinvention is we aim to disrupt the market intelligence business for mobile apps. We’ve spent the last year “paying off” some technical debt, and now we’re ready to unleash new features that give you a clearer picture of market shifts—so you can plan your next moves with confidence.
4. Ramping Up R&D
We believe that the entire ecosystem benefits when technology providers push the envelope. So, in 2025, expect more frequent feature releases, more AI-driven insights (that actually deliver value), and deeper reporting capabilities across all products.
5. Redefined Onboarding
We’ve redesigned our user flows so marketers can quickly get from insight to action. No more juggling multiple dashboards; it’s time to simplify.
SearchAds.com by MobileAction: To excellence!
Our SearchAds.com by MobileAction product has had an incredible run in 2024. We’re proud to say that it’s now recognized as the leading Apple Search Ads management and optimization platform. And, welcoming Skai’s Apple Search Ads business unit cemented that. Still, we know there’s more to do.
- Market Domination: Apple Search Ads is among the fastest-growing ad channels in the mobile space, and we intend to remain at the forefront. If you’re running campaigns on Apple Search Ads, our goal is for you to think of SearchAds.com by MobileAction first.
- Better Communication: We want to share why we believe it’s the most advanced solution. Yes, we have unmatched automation and granular analytics, but we also bring a human element: a dedicated team ensuring clients have a true partner, not just a vendor. We want better communication with our clients, our partners and the public.
- Even Better Product: In 2025, which we started by being aware of the areas of development, our roadmap is very clear. We want to achieve product excellence. SearchAds.com by MobileAction is going to become a mature platform by eliminating the product’s slight deficiencies.
Brand new App Store Optimization approach
Starting February 19, 2025, MobileAction will introduce its brand new ASO Intelligence module which will include two dedicated ASO packages. These packages are all about democratizing ASO—giving everyone from indie developers to large-scale publishers the organic search insights and tools they need to stay competitive. And that’s just the beginning: we’re also preparing more ASO and Apple Search Ads offerings, enabling you to amplify paid search alongside organic discoverability in one unified platform.
- Lower Barrier for Beginners: A new Basic tier means we’re no longer just catering to big budgets. If you’re just starting out, you shouldn’t have to pay an arm and a leg for high-quality ASO data.
- Scalable Features for Growing Apps: As you level up, the Pro plan offers deeper insights, competitor tracking, advanced keyword tools, and more.
- Enterprise-Focused: For powerhouses that demand a custom suite of solutions, our Enterprise package brings even more advanced analytics, robust localizations, in-depth performance reports, and hands-on support.
We’ve spent the last decade building a name as a go-to partner for organic and paid growth, and we want to carry that forward into 2025 and beyond. Today’s newcomers might be tomorrow’s market leaders. We’re determined to help make that happen.
Making room for partnerships, personal connection & knowledge sharing
Whether you’re an ad network, an MMP, or an indie dev community, we want to explore co-marketing, co-development, and knowledge sharing. The mobile marketing world is small enough that we can do big things together.
The post-COVID world is becoming more and more normal. With in-person events’ impact coming back to where it belongs, we’re incredibly excited about meeting the industry players. The collective knowledge that comes from sitting down and exchanging ideas face-to-face can’t be overstated. I believe that will reshape our industry in 2025.
This is the year we’re going to:
- Host More Meetups: Bringing local communities of app marketers together to share practical insights, success stories, and lessons learned.
- Be Present at Major Conferences: You’ll see MobileAction booths around the world, to share our two cents and offer real-time help with your growth challenges.
Offer Mentorship: It’s not just talk. We want to mentor early-stage entrepreneurs, devs, and marketers who are shaping the next decade of mobile apps. This is our way of giving back to a community that’s allowed us to flourish. Expect more news on that front!
Looking Ahead: Join Us on This Journey
With 2025 now in full swing, we’re ready to raise the bar on what it means to dominate the mobile marketing landscape. From brand-new ASO Intelligence packages to a fully integrated user acquisition platform, every step we take is about empowering you—our customers, partners, and community.
What Comes Next?
- Rapid Innovation: Expect new features, product enhancements, and expansions to our intelligence solutions at a pace you’ve never seen from us before.
- Wider Access: Because success isn’t just for mega-publishers. We’re making sure everyone has the opportunity to grow.
- Global Resurgence: As the world normalizes, we believe a fresh wave of collaboration and community events will reshape and energize the entire mobile space.
Stay tuned, stay ambitious, and get ready for our biggest year yet. We can’t wait to see where this road takes us—together.
Cheers to a groundbreaking year ahead!
