Mobile Trends in Q2 2023

By: Jeff Radzinski, Jon Bouman, & Tyler Ventrella

April 17, 2023  |  

The world of digital advertising is ever-evolving, with new technologies and platforms constantly emerging. The Oodle team recently detailed some mobile trends in digital marketing and advertising for Q2 2023.

What’s Happening

  • Mobile Augmented Reality (AR) is poised for growth – According to Insider Intelligence, smartphone AR users are expected to grow in the US reaching 97.1 million in 2023.
  • QR-launched AR will rejuvenate out-of-home (OOH) advertising – Consumer QR code usage is at an all-time high with many practical out-of-home applications being leveraged in industries like food service and retail environments. QR-launched AR in particular is poised for growth as mobile users leverage built-in functionality to launch Augmented Reality experiences in retail environments, sporting events, and more without the need for any additional app downloads.
  • Google is deprecating Google Ads IDs (GAIDs) – Google said it would deprecate GAIDs on their Android devices by the end of 2024. Currently, Gaids are used to measure marketing performance like attribution, segment advertisements, and personalize contextual ads based on user activity.
  • Apple’s demand-side platform (DSP) is launching in 2023 with ads on Apple TV – Apple is launching a DSP designed to allow marketers to advertise with the help of automation on Apple TV.

Why’s it Happening

  • Mobile Augmented Reality (AR) is poised for growth – AR technology is rising in head-mounted and heads-up displays (HUDs), but also on handheld and mobile platforms.
  • QR-launched AR will rejuvenate out-of-home (OOH) advertising – The pandemic fueled a renaissance in consumer QR code usage with more than 94 million users in 2022. This made OOH advertising more accessible as users leveraged their mobile devices as QR code scanners in applications outside the home.
  • When Google Ads IDs (GAIDs) are no longer used on Android, advertisers will spend more on iOS – Google has signaled that the sunset of GAIDs is in order to protect user privacy. With the deprecation of the toolset, Google plans to shift marketers to their new Privacy Sandbox.
  • Apple’s DSP will benefit users and, of course, Apple – The new DSP will allow marketers to reach users with measurable and contextually custom advertising while also allowing Apple to capture additional media dollars.

So What Does it Mean? 

  • Mobile Augmented Reality (AR) is poised for growth – High adoption of mobile AR is snowballing into the adoption of digital media. According to Insider Intelligence, in the US alone, mobile advertisers are expected to increase spending over the next 2 years, reaching more than $235 Billion.
  • QR-launched AR will rejuvenate out-of-home (OOH) advertising – Likewise, Insider Intelligence expects to see a 6% increase in spending on OOH advertising in 2023 reaching $9.77 billion.
  • When Google Ads IDs (GAIDs) are no longer used on Android, advertisers will spend more on iOS – While Google plans to replace GAIDs with Privacy Sandbox, iOS stands to gain by offering marketers the opportunity to target users and measure marketing activity. As the GAIDs deprecation draws near, iOS prices may rise. Expect to see iOS prices rise as this transition happens.
  • Expect to see Apple’s DSP start to appear in media recommendations in 2023 – If and when Apple opens up its DSP to marketers, it will undoubtedly become an important platform for some products. Additionally, there is a chance that Apple will look to expand its footprint into new areas like search and begin to rival Google’s platforms there as well.

We Can Help!

If you’re interested in learning more about mobile advertising trends and solutions in 2023, Oodle can help!


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