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This special edition is made possible by T-Mobile Advertising Solutions |
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APRIL 30, 2025 |
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ChatGPT currently ranks as the top free app on both Google Play and Apple’s App Store. Which is the top paid app? |
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A) Balatro B) Minecraft C) Stardew Valley D) Procreate |
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TOP STORY |
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When it comes to mobile marketing, SMS is a timely approach to bringing brands closer to their audience. |
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“People hate unread texts, so SMS is the only channel where urgency is guaranteed,” said Majd Maksad, co-founder and CEO of TruAgents. |
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82% of consumers check their text notifications within five minutes of receiving a text, according to a SimpleTexting survey.
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And 84% of consumers have opted in to receive texts from businesses. |
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When marketers prioritize personalization while respecting their audience’s privacy, SMS can supplement other marketing channels and move consumers down the funnel. |
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IN THE NEWS |
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Google is hosting a special edition of The Android Show a week before its Google I/O developers conference in May, ensuring that other I/O announcements aren’t overshadowed by its Pixel and Android roadmap. |
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Our view: Despite having a 71.9% market share of smartphone operating systems as of March, per StatCounter, Android is still an extremely fragmented market with varying OS versions, divergent user interfaces, and gaping security vulnerabilities. |
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ANALYSIS |
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The allure of closed-loop measurement and “collapsing the funnel” fuels investment in shoppable media. |
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Media and commerce continue to converge. Shoppable ads and other integrated marketing formats remain a focal point for retailers, social networks, CTV platforms, broadcast TV networks, and online publishers. As these lines blur, brands are seizing new opportunities to connect content and commerce. |
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Shoppable media offers two alluring advantages for marketers. The first is the potential to compress the purchase funnel, allowing shoppers to purchase products directly from the media they consume. The second is the potential for closed-loop measurement, as media placements can be directly attributed to ecommerce sales—bolstering performance tracking for media platforms and ad networks. |
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Certain formats are already successful. US social commerce is expected to grow nearly 20% in 2025, reaching $85.58 billion in sales, according to our forecast. Other formats, such as shoppable TV shows, are still in the experimental phase—and it’s still too early to know how consumers will respond en masse. |
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