In the rapidly evolving digital marketing landscape, mere visibility is no longer the endpoint of advertising success. The paradigm shift from traditional metrics like ‘views’ to actionable engagement and meaningful conversions was at the heart of discussions during POKKT DAY 2025 in Thailand. Modern marketers are increasingly focused on creating genuine connections that drive repeat conversions.
Social Media’s Role in Modern Marketing
While social media platforms continue to be pivotal in marketing strategies, the integration of in-app marketing is proving to be a game changer. It allows brands to extend their reach across more targeted audiences, offering immersive storytelling and brand experiences. Insights from AnyMind Group and The Trade Desk highlighted that over two-thirds of consumers are receptive to advertising when the content is both relevant and timely. Successful ads are those that align with personal interests, appear at the right moments, and provide real-world value.
The Shift to Personalized Marketing
The contemporary marketing mindset is shifting towards personalization. Brands that adapt to this change can forge deeper emotional connections with consumers, leading to moments where consumers feel understood by the brand. This transformation turns advertisements into memorable experiences rather than interruptions.
The 3 M’s of Meaningful Advertising
– Mindset: Reflecting users’ real-time emotions and needs.
– Moments: Targeting times when users are open and relaxed, such as during commuting or winding down.
– Medium: Leveraging platforms like mobile games and streaming apps that users engage with daily.
When these elements align, advertising shifts from being an intrusion to an experience that users want to engage with.
Mobile Apps: The New Advertising Frontier
According to Meltwater’s 2025 report, Thai consumers spend an average of 5 hours daily on smartphones, with 2.3 hours on social media and 1.3 hours on games. Mobile apps, therefore, have become personal spaces, offering brands perfectly timed entry points to engage consumers seamlessly and contextually.
Challenges in In-App Marketing
Despite the opportunities, in-app marketing presents several challenges:
– Complex attribution models complicate precise optimization.
– Data privacy regulations, such as PDPA, restrict data collection and usage.
– Diverse Thai user behaviors necessitate localized content.
– App retention requires sustained user engagement beyond initial installs.
POKKT: Leading In-App Advertising in Asia-Pacific
POKKT stands out as a leading in-app advertising platform in the Asia-Pacific region, enabling brands to move beyond mere awareness. With a network of over 7,000 apps reaching 43.5 million monthly active users, POKKT delivers high-impact advertising through the apps people use daily.
POKKT’s Dual Solutions for Growth
1. POKKT Branding: Designed to enhance brand power through full-screen ads, rewarded videos, and rich media formats. Advanced targeting ensures the right message reaches the right audience at the right time.
2. POKKT Performance: This solution focuses on conversion-centric campaigns using AI-powered delivery and real-time optimization. It ensures that every advertising dollar is efficiently spent on driving tangible actions like app installs, registrations, or sales.
Success Stories in Action
– KFC x PUBG Campaign: This POKKT Branding campaign drove brand awareness and sales for a limited-time menu, resulting in over 2.9 million impressions and a click-through rate of up to 10%.
– Banking Brand Growth: Through POKKT Performance, a leading bank overcame stagnant growth by expanding its reach and optimizing campaigns, achieving a reduction in cost per acquisition by up to 30%.
Conclusion: Omnichannel Meets In-App
POKKT DAY 2025 showcased how brands can now create content that actively engages consumers, measure real business outcomes, and connect social interactions to in-app actions seamlessly. As mobile-first strategies become essential, brands are encouraged to pivot towards sustainable marketing growth.
Note: This article is inspired by content from https://anymindgroup.com/blog/in-app-marketing-unlocking-the-future-of-mobile-first-advertising/. It has been rephrased for originality. Images are credited to the original source.