How will massive global trends in advertising impact mobile apps and games? In this Mobile Heroes Uncensored, we chat with GroupM global director Kate Scott-Dawkins.

This is not like other MHU sessions. In addition to being a former member of the United States Archery Team, Kate is a big thinker with access to huge amounts of data. She’s currently tracking 62 markets: 31 downgraded, 21 upgraded, and 10 stayed the same. But as the global economic outlook suffers, the digital advertising ecosystem is being impacted, she says.

The good news: it’s still growing. The bad news: it’s not growing quite as fast.

We chat about retail media, ad spend, mobile economies, and how marketers and app publishers should think about changing opportunities in 2023.

Timestamps

0:00 Kate Scott-Dawkins

3:15 Multiple iOS app stores

5:40 6.5% global advertising growth in 2023

8:15 Mobile and CTV are outperforming

10:00 Biggest ad opportunities

13:20 $111 billion in retail media

19:00 TikTok

24:00 Least censored opinion about mobile