GCC Creative Campaigns: Top Mobile App Marketing Trends in 2025

The Gulf Cooperation Council (GCC) market is undergoing a dynamic shift in 2025. Mobile app marketers, growth managers, and performance teams must navigate a landscape where cultural nuance, advanced technology, and hyper-personalized user experiences intersect. In this article, we explore the most impactful trends shaping creative campaigns across Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain—backed by data, regional case studies, and actionable insights.

The GCC Mobile Ad Market in 2025

According to Business of Apps, the GCC mobile advertising market is set to exceed US$7.5 billion in 2025, driven by rising smartphone penetration (over 75%) and expanding 5G networks. App download volumes grew by 28% year-on-year in 2024, while average revenue per user (ARPU) climbed 15%. Performance teams are allocating larger budgets to user acquisition (UA), in-app engagement, and retention by leveraging data-driven creative strategies.

• Search and Programmatic Ads: Account for 45% of spend, optimizing CPI (cost per install) and ROAS.
• Social Video Ads: Drive 60% of installs for lifestyle and entertainment apps.
• In-App Native Ads: Increase engagement by 35% when integrated contextually.

Key Creative Campaign Trends

1. AI-Powered Personalization in Apps

Artificial intelligence is now a cornerstone for mobile campaigns. Leading ride-hailing app Careem uses machine learning to tailor push notifications based on location, time of day, and individual ride history—boosting click-through rates by 22%. By 2025, top GCC apps apply AI across three layers:

• Predictive Segmentation: Clustering users by churn risk, LTV potential, and feature usage.
• Dynamic Creative Optimization (DCO): Automated asset testing to serve the best headlines, visuals, and CTAs in real time.
• Smart Bidding: Leveraging platform APIs (Google UAC, Apple Search Ads) to adjust bids for high-value installs.

Performance teams should integrate AI engines directly into their mobile ad tech stack. For deeper insights, explore data analytics services that connect raw telemetry with creative testing frameworks.

2. Influencer-Led App Launch Narratives

The GCC influencer advertising market is forecast to hit US$300 million in 2025. But success lies in authenticity. App marketers are pivoting from celebrity endorsements to niche creators who:

• Showcase real-world usage—e.g., food-delivery app Talabat partnering with local chefs for recipe videos.
• Co-create interactive challenges and UGC that drive installs via viral loops.
• Host live streams and app “deep-dive” sessions, boosting time-in-app by 18%.

Micro-influencers in lifestyle, fitness, and fintech niches often deliver higher engagement—and a 20% lower CPI—compared to mass-market celebrities. Successful brands embed affiliate links and exclusive discount codes to track performance accurately.

3. Mobile-First Video and Interactive Ads

Short-form, vertical video continues to dominate. GCC users spend an average of 3.5 hours per day on mobile video apps, according to PwC Middle East.

• Vertical Formats: 9:16 aspect ratio with interactive hotspots to drive in-app actions.
• Playable Ads: Demo core app experiences—e.g., banking apps enabling a mini-transaction within the ad.
• Augmented Reality (AR) Filters: Beauty and retail apps using face-tracking to showcase products.

Integrating Creative production workflows that merge local cultural motifs—traditional garments, local landmarks—with universal storytelling ensures global quality and regional relevance.

Emerging Channels for Growth

Podcast Advertising for Brand Lift

Podcast listenership in the GCC grew 40% in 2024, with the market valued at US$256.6 million. Engagement rates exceed 80%, as audiences often multitask yet remain attentive. Mobile app advertisers leverage this channel by:

• Buying host-read ads that seamlessly tie into app use cases—e.g., productivity apps sponsoring business podcasts.
• Embedding deep links and one-tap install CTAs into show notes and promo codes.
• Tracking post-listen install lift via mobile attribution platforms.

For a unified approach, integrate audio advertising into your omnichannel UA funnel—pair pre-roll on streaming music services with targeted podcast buys.

Programmatic RTB & Apple’s SKAdNetwork

Programmatic remains a pillar for scale. The GCC programmatic ad spend is forecast to grow at a 3% CAGR through 2030. Key considerations for app marketers:

• SKAdNetwork Compliance: Optimize campaigns without IDFA by using Apple’s privacy-first attribution. Map conversion values to in-app events that align with business goals (e.g., subscription, trial activation).
• Contextual Targeting: With third-party cookies phasing out, focus on in-app signals, device intent, and mobile PII hashes.
• Real-Time Bidding: Leverage supply-side platforms (SSPs) and demand-side platforms (DSPs) optimized for mobile video and native formats.

Internet giants view Dubai as a strategic hub: the Dubai Chamber of Digital Economy continues to host events that spotlight programmatic innovations and partner matchmaking.

Retail Integration & Live Commerce

With GCC consumers valuing seamless digital-to-physical journeys, app marketers are embedding commerce experiences directly within their apps:

• In-App Live Shopping: Retailers like Namshi host live streams where users tap to purchase items in real time.
• Shoppable AR Experiences: Beauty apps offering virtual try-ons, linking directly to in-app cart.
• Beacon-Enabled Notifications: Triggering personalized offers when users walk near partner outlets.

This fusion of retail and digital aligns with PwC’s insight that GCC consumers shop online 1.5x more frequently than global averages—making in-app commerce a powerful media channel.

Data & Predictive Analytics for Campaign Strategy

Top GCC brands harness predictive analytics to sharpen creative impact and operational efficiency. Two standout examples:

Case Study: Careem’s AI Recommendations

Careem analyzes 50 million monthly rides to forecast demand peaks, optimize driver allocation, and personalize promo offers. By integrating real-time telemetry with predictive models, they:

• Reduced customer drop-off by 12% through targeted incentives.
• Improved average booking value by 8% with dynamic bundling.
• Enhanced creative relevance by serving personalized push messages at optimal times.

Case Study: P&G’s In-App Trial Campaigns

Procter & Gamble piloted a mobile-only campaign for a new skincare line. Using predictive analytics on past campaign data and audience segments, P&G:

• Forecasted which user cohorts would convert (based on past purchase events).
• Allocated 40% of budget to high-LTV segments identified by lookalike modeling.
• Increased in-app trial sign-ups by 30% and reduced cost per acquisition by 18%.

Brands can partner with programmatic advertising teams that embed analytics pipelines directly into campaign dashboards, ensuring real-time optimization.

Cultural & Localization Strategies

The GCC’s cultural landscape is rich and varied. Effective mobile campaigns balance global best practices with local resonance:

• Language & Dialects: Use Modern Standard Arabic for broad reach, local dialects (e.g., Gulf Arabic) for deeper engagement.
• Festive Moments: Leverage Ramadan, National Days, and Eid for time-limited promos and themed creatives.
• Values-Driven Messaging: Highlight sustainability, local craftsmanship, and social responsibility to appeal to younger, value-driven users.

Case studies from trusted partners illustrate how brands tapped cultural insights—such as Najdi patterns in visuals or local music cues—to elevate in-app video ads and push campaigns.

Conclusion

In 2025, GCC mobile app marketers who combine AI-driven personalization, authentic influencer narratives, and immersive mobile-first creatives will stand out in a crowded marketplace. Emerging channels—podcasts, programmatic RTB with SKAdNetwork, and in-app commerce—offer fresh avenues for growth. Finally, weaving in cultural context and predictive analytics ensures campaigns are both relevant and high-performing.

By adopting these innovative strategies, performance teams can achieve sustainable user acquisition, drive higher lifetime value, and deepen customer loyalty across the diverse GCC region.