As 2026 unfolds, the era of manual campaign optimization is effectively over. The next phase of app growth is defined by precision, automation, and direct integration into the device itself. Advertisers are no longer just looking for volume; they demand predictable, incremental results. The global digital advertising spend is forecast to reach $753 billion in 2026, with mobile in-app revenue accounting for 56% of this total.
Reflecting on recent market analysis and insights from my conversations with major industry players like Samsung and Xiaomi, here are the 10 mobile advertising trends that define the landscape for the year ahead.
Automation becomes the norm
Campaign optimization used to require hours of manual work. That dynamic has changed completely. Media platforms are now rolling out tools that handle quality controls and generate creative variations much more quickly. This shift allows UA managers to stop focusing on repetitive spreadsheets and start focusing on high-level strategy, creative direction, and market expansion. Automation is no longer a luxury but a baseline for staying competitive, where rapid iteration is becoming imperative.
AI and Gen AI transform mobile marketing
Artificial Intelligence (AI) is no longer just a buzzword; it is the engine of mobile growth. We are seeing AI power the entire lifecycle of an advert, from drafting the initial creative concept to predicting which users will churn. Generative AI tools like OpenAI and Gemini have become standard for advertisers and agencies, allowing them to produce high-quality assets at a speed that was previously impossible. This reduces the risk of creative fatigue and ensures that campaigns remain fresh without blowing up the budget.
Performance and ROAS take centre stage
Advertisers want predictable results. In 2026, Return on Ad Spend (ROAS) is the main driver for budget decisions. The focus has shifted from “how many installs can we get?” to “how efficient and profitable is this channel?” Advertisers are becoming ruthless about cutting sources that deliver volume without value. Quality and efficiency now far outweigh raw channel volume, forcing every partner in the ecosystem to prove their worth in hard revenue numbers.
Partner consolidation accelerates
Managing dozens of different ad networks is inefficient and resource-heavy. As a result, brands are working with fewer, more effective partners. Instead of spreading budgets thin across twenty different sources, advertisers are concentrating spend on top performers who can deliver scale. This consolidation means that new traffic sources face a higher barrier to entry; they must prove they can add value quickly, or they risk being cut from the media plan entirely.
Conversational search and AEO rise
The way users search for apps and answers is fundamentally changing. Instead of typing keywords into a search bar, users are having natural conversations with AI assistants. This behavior gives rise to Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) as new pillars alongside traditional ASO and SEO. Brands must adapt their content to be “read” and recommended by AI engines, ensuring they are the “answer” provided when a user asks for a recommendation.
Industry spotlight: Samsung
Domingo Mendez (Mobile Ecosystem Partnerships at Samsung) highlights the growing role of AI and personalization.
On the continued impact of AI in 2026:
“AI will revolutionize mobile advertising by enabling predictive analytics, dynamic ad optimization, and real-time decision-making. Advertisers will use AI to analyze vast datasets, predict user behavior, and deliver highly targeted ads. Additionally, AI-powered creative tools will streamline ad production, allowing for faster experimentation and iteration.”
On new behaviors by mobile users in 2026:
“Mobile users are increasingly seeking seamless, multidevice experiences and value-driven interactions. There’s a growing demand for privacy ‘conscious’ apps and personalized content.”
To visualize your potential reach across key OEMs like Samsung and strategically plan your global campaigns, you can access the AVOW User Reach Calculator tool for free.
OEM expansion and on-device advertising
This trend is accelerating rapidly within the hardware ecosystem. Phone makers (OEMs) are introducing new native ad placements directly on the device, integrating promotions into the launcher, the -1 screen, and system apps. Soon, on-device AI assistants will even serve ads based on user intent. For advertisers, this represents a massive opportunity to reach users before they even visit an app store, engaging them the moment they unlock their screens.
A shift in publisher inventory sales
We are seeing a shift in which major global publishers are selling their inventory directly to buyers through trusted partners rather than open third-party exchanges, consolidating their premium inventory via these trusted partners. This move increases transparency in the ecosystem and allows for higher CPMs for the publishers. For advertisers, it means fewer intermediaries, less budget wastage, and a clearer view of where their ads are actually running.
Creative production at scale
Speed is everything in 2026. Creative iteration is becoming faster and more data-driven than ever before. Brands are now generating higher volumes of assets with smaller teams, using performance data to make real-time changes to colors, copy, and CTAs. The days of running the same static banner for a month are over; creative strategy is now as dynamic as the bidding strategy itself.
Industry spotlight: Xiaomi
Bono Wu, Head of Sales for the US, EU, & LATAM at Xiaomi, shares their vision for shortening conversion paths and deepening native experiences.
On new opportunities for mobile advertisers in 2026:
“I believe a major opportunity lies in precausal audience targeting and shortened conversion paths. At Xiaomi, we make it easier for app developers and advertisers to reach new users who are interested in similar apps, but haven’t found theirs yet. Furthermore, formats like the Mini-Card in our GetApps store enable automatic app downloads upon click, eliminating the redirect to an app marketplace. This significantly reduces user drop-off and improves conversion efficiency.”
On innovations they are excited about in 2026:
“We are excited about deepening native and system-level ad experiences. Our integrations within system apps like the Lock Screen, App Vault, Mi Browser, and GetApps allow ads to feel like a natural part of the user interface.”
To see how apps are successfully executing their mobile advertising with Xiaomi and other OEMs, you can explore AVOW’s success stories here.
Incrementality with the right channels
The era of chasing vanity metrics is over. Advertisers now demand proof that a channel is delivering net-new users who wouldn’t have been acquired through standard search or social campaigns. This shift is driving a surge of interest in alternative app stores, where the ability to measure unique reach is possible with OEM-specific metrics.
Human relationships remain a competitive advantage
Despite all the AI, automation, and algorithms, business is still about people. Strong collaboration and personal connections drive trust and lead to better performance outcomes. When issues arise or strategies need to pivot, having a direct relationship with a partner matters. Even as machines do the heavy lifting of optimization, the human element remains a critical competitive advantage in building long-term success.
Final thoughts
This tenth trend rings strongly with me personally. While technology drives our industry forward, I still believe that business requires a human touch. Real partnerships are built face-to-face. That is why at AVOW we make it a priority to meet our clients and partners in person, ensuring our strategies are aligned with their real-world goals.
However, strong relationships need powerful tools and partners to deliver results. To capture the efficiency and incrementality of the current market, advertisers must look where the user lives: on the device itself. Adding mobile OEMs to your marketing mix, with a specialized partner like AVOW, unlocks untapped audiences, bypassing app store noise to secure measurable success in the year ahead and beyond.
These mobile advertising trends are defining the 2026 roadmap. Don’t wait to capture the incremental growth available on the device itself. Schedule a session with the AVOW team today to start planning your 2026 OEM advertising strategy. Ready to align your strategy with the future of mobile?
