Branch has released the report titled The State of Mobile App Marketing 2025: Unlocking Mobile Growth Strategies for Southeast Asia Marketers. This study offers valuable insights into the mobile marketing landscape in Southeast Asia, highlighting trends, challenges and emerging strategies for mobile growth.
“The future of mobile app marketing in Southeast Asia is brimming with potential,” said Vidhur Bhagat, Regional Vice President of Branch for APAC. “As mobile usage continues to surge, businesses are honing their strategies to create personalized, secure and data-driven user experiences. This report highlights the need for marketers to focus on re-engagement, privacy and accurate attribution to stay ahead.”
The report is based on a survey of over 180 industry leaders in finance, retail, hospitality, and healthcare sectors from countries including Indonesia, Singapore, Malaysia, Vietnam, the Philippines and Thailand. It uncovers how businesses are leveraging mobile apps to drive customer engagement, retention and long-term success.
Key Findings
- Attribution tools are in high demand, but accuracy matters: 74% of app marketers can now track user engagement metrics in real-time, yet 48% of respondents said accurate attribution is a top mobile app growth challenge.
- Influencer marketing reigns supreme: 76% of respondents use influencers to acquire new users, with 65% acknowledging the effectiveness of this strategy for driving higher engagement and retention.
- Ad fraud and security take center stage: 51% of businesses plan to add ad fraud detection tools to their tech stacks, and 76% are prioritizing mobile security and privacy tools as they face increasing challenges around data protection.
- Key investment areas: 55% of businesses are focused on adding mobile ad optimization tools as the demand for greater personalization grows, while 76% see the integration of privacy-focused solutions as crucial to their future strategies.
