Marketing

Web2App funnels are becoming an increasingly important part of mobile growth. Instead of sending users straight from an ad to the App Store, brands can use the web to build intent, personalise the experience and qualify users before asking them to install. But every extra step creates another opportunity for users to drop off. In 2026, the challenge isn't simply getting users into the app. It's understanding where intent disappears between the first click and revenue. Where a

It is safe to say that consumers are now feeling the weight of subscriptions. From streaming services and fitness apps to productivity tools and mobile games, default payments have become the standard business model for digital products. However, the cost of living is increasing and many people are watching their monthly spend. Consumers are becoming more selective about where they spend their money and as a result, subscription fatigue is becoming one of the biggest problem

You can tell when an ad is AI…right? AI has transformed marketing over the last few years, teams are now able to generate ad copy, video concepts and creative variations in minutes. More ideas can be tested than ever before and for app marketers, this offers huge opportunities. Testing increases, optimisation is faster and so is the ability to react quickly to trends. However the question now arises: how do you scale production without losing authenticity that drives instal