2025 Report on Marketing Trends of Productivity Apps

The report analyzes global marketing activity for productivity apps during the first half of 2025, drawing on a dataset of over 1.6 billion ad creatives from more than 80 channels across 80+ countries. It shows that the total pool of mobile app (non‑game) advertisers fell 17.8 % YoY to an average of 107 k per month, while new advertiser share rose to 11.7 %. In the productivity‑app segment, active advertisers declined 6 % YoY to about 8.9 k per month, yet the proportion of new entrants exceeded 30 % after Q2. Regional analysis indicates Europe and North America remain the largest markets, but both experienced declines in advertiser counts; Oceania shows the highest creatives per advertiser. Category‑level data reveal business & office apps hold 14.4 % of advertisers, whereas entertainment apps dominate creative volume at 32.7 %. Platform performance data highlight Meta, Google, and TikTok as the top three channels for cross‑platform campaigns; Google delivers the highest conversion rates, Meta offers AI‑enhanced targeting, and TikTok provides cost‑efficient Gen Z engagement with a CPM of $3.2. Creative format insights show video and playable ads outperform static creatives, with TikTok favoring short native videos (15–60 s) and Meta using a mix of carousel and video. The report recommends a cross‑platform strategy that prioritizes video and playable formats, leverages AI for rapid creative iteration, and tailors messaging to include social proof, urgency, and lifestyle integration. The data were collected from January to June 2025 through sampling of global ad channels, with statistical forecasting and industry interviews used for analysis.