#1
AUTOMATION
Automation replacing manual tasks, shifting focus toward high-level strategy.
As 2026 unfolds, the era of manual campaign optimization is effectively over. The next phase of app growth is defined by precision, automation, and direct integration into the device itself. Advertisers are no longer just looking for volume; they demand predictable, incremental results.
Reflecting on recent market analysis and insights from conversations with major industry players like Samsung and Xiaomi, here are the 9 mobile advertising trends that define the landscape for the year ahead.
Campaign optimization used to require hours of manual work. That dynamic has changed completely. Media platforms are now rolling out tools that handle quality controls and generate creative variations much more quickly. This shift allows UA managers to stop focusing on repetitive spreadsheets and start focusing on high-level strategy, creative direction, and market expansion. Automation is no longer a luxury but a baseline for staying competitive, where rapid iteration is becoming imperative.
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Artificial Intelligence (AI) is no longer just a buzzword; it is the engine of mobile growth. We are seeing AI power the entire lifecycle of an advert, from drafting the initial creative concept to predicting which users will churn. Generative AI tools like OpenAI and Gemini have become standard for advertisers and agencies, allowing them to produce high-quality assets at a speed that was previously impossible. This reduces the risk of creative fatigue and ensures that campaigns remain fresh without blowing up the budget.
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“AI will revolutionize mobile advertising by enabling predictive analytics, dynamic ad optimization, and real-time decision-making. Advertisers will use AI to analyze vast datasets, predict user behavior, and deliver highly targeted ads. Additionally, AI-powered creative tools will streamline ad production, allowing for faster experimentation and iteration.”
Domingo Mendez
European Mobile Ecosystem Partnerships, Samsung
Advertisers want predictable results. In 2026, Return on Ad Spend (ROAS) is the main driver for budget decisions. The focus has shifted from “how many installs can we get?” to “how efficient and profitable is this channel?” Advertisers are becoming ruthless about cutting sources that deliver volume without value. Quality and efficiency now far outweigh raw channel volume, forcing every partner in the ecosystem to prove their worth in hard revenue numbers.
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Managing dozens of different ad networks is inefficient and resource-heavy. As a result, brands are working with fewer, more effective partners. Instead of spreading budgets thin across twenty different sources, advertisers are concentrating spend on top performers who can deliver scale. This consolidation means that new traffic sources face a higher barrier to entry; they must prove they can add value quickly, or they risk being cut from the media plan entirely.
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“I believe a major opportunity lies in precausal audience targeting and shortened conversion paths. At Xiaomi, we make it easier for app developers and advertisers to reach new users who are interested in similar apps, but haven’t found theirs yet. Furthermore, formats like the Mini-Card in our GetApps store enable automatic app downloads upon click, eliminating the redirect to an app marketplace. This significantly reduces user drop-off and improves conversion efficiency.”
Bono Wu,
Head of Sales for the US, EU, & LATAM at Xiaomi
The way users search for apps and answers is fundamentally changing. Instead of typing keywords into a search bar, users are having natural conversations with AI assistants. This behavior gives rise to Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) as new pillars alongside traditional ASO and SEO. Brands must adapt their content to be “read” and recommended by AI engines, ensuring they are the “answer” provided when a user asks for a recommendation.
Access the 2026 roadmap for navigating the new era of app discovery beyond mainstream app stores via the masterlist below:
This trend is accelerating rapidly within the hardware ecosystem. Phone makers (OEMs) are introducing new native ad placements directly on the device, integrating promotions into the launcher, the -1 screen, and system apps. Soon, on-device AI assistants will even serve ads based on user intent. For advertisers, this represents a massive opportunity to reach users before they even visit an app store, engaging them the moment they unlock their screens.
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“Mobile users are increasingly seeking seamless, multidevice experiences and value-driven interactions. There’s a growing demand for privacy ‘conscious’ apps and personalized content.”
Domingo Mendez
European Mobile Ecosystem Partnerships, Samsung
We are seeing a shift in which major global publishers are selling their inventory directly to buyers through trusted partners rather than open third-party exchanges, consolidating their premium inventory via these trusted partners. This move increases transparency in the ecosystem and allows for higher CPMs for the publishers. For advertisers, it means fewer intermediaries, less budget wastage, and a clearer view of where their ads are actually running.
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Speed is everything in 2026. Creative iteration is becoming faster and more data-driven than ever before. Brands are now generating higher volumes of assets with smaller teams, using performance data to make real-time changes to colors, copy, and CTAs. The days of running the same static banner for a month are over; creative strategy is now as dynamic as the bidding strategy itself.
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“We are excited about deepening native and system-level ad experiences. Our integrations within system apps like the Lock Screen, App Vault, Mi Browser, and GetApps allow ads to feel like a natural part of the user interface.”
Bono Wu,
Head of Sales for the US, EU, & LATAM at Xiaomi
The era of chasing vanity metrics is over. Advertisers now demand proof that a channel is delivering net-new users who wouldn’t have been acquired through standard search or social campaigns. This shift is driving a surge of interest in alternative app stores, where the ability to measure unique reach is possible with OEM-specific metrics.
See how leading apps unlock net-new audiences and drive measurable incremental growth via the link below:
While tech does the heavy-lifting, human collaboration and face-to-face partnerships are the ultimate competitive advantages in 2026. Trust and shared strategy foster the resilience needed to pivot when challenges arise.
AVOW pairs this human touch with proprietary technology to drive measurable results. By combining global expertise with deep-rooted industry relationships, specialized partners help you navigate the complex mobile landscape and reach users directly on their devices.
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