Apptrove at MOBEXX Summit 2025: Real Talk on Making In-App Ads Actually Work

The 2025 MOBEXX Summit and Awards has completed recently and was different than a typical industry event filled with standard speeches and stiff networking; it had an energy about it that was real and exciting, like everyone felt they were ready to move beyond the ‘buzzword era’ and start to have some real, honest conversations about what it takes to build a brand in today’s fast-moving, ultra-competitive mobile-centric world.

At Apptrove, we have always believed that the best insights come from the trenches, not just from textbooks. Therefore, we were so proud to have our very own Anchal Siwag take the stage as Session Chair for one of the panels that many attendees called one of the best at the Summit: ‘In-App Advertising: Best Practices for Effective In-App Ads’.

A Panel That Didn’t Play It Safe

Anchal’s goal for the session was simple. She pushed the conversation toward the gritty realities that marketers face every single morning, like how to grab attention in three seconds or less, and how to stay relevant when user habits change faster than a social media feed.

The panel she led was a powerhouse of diverse perspectives:

• Gaurav Nijhawan (MMTC-PAMP) brought the precision of the fintech world.
• Neha Sawant (ZebPay) shared the high-stakes lessons of crypto marketing.
• Prakhar Jaiswal (Yum! Brands) gave us the “hunger-inducing” insights of food retail.
• Vini Soni (Magicbricks) talked about the long-term trust needed in real estate.
• Rohit Bishnu Khatua provided the sharp, unbiased lens of an independent consultant.

Having such a varied group meant we weren’t just hearing one side of the story. We were hearing how a pizza brand’s strategy differs from a crypto exchange’s, and more importantly, where those strategies overlap.

1. The Death of the “Volume Game”

For a long time, the industry mantra was “more is better.” If you showed enough ads to enough people, someone was bound to click. The panel’s first big takeaway? That approach is dead.

Today, users have developed a sort of “digital filter.” They can subconsciously ignore ads that don’t matter to them. The experts agreed that the focus has shifted from quantity to quality. It’s about understanding why a user is in the app at that exact moment. Are they looking for a deal? Are they trying to solve a problem? If your ad doesn’t match their intent, it’s just digital noise.

2. Respecting the “User Journey”

We’ve all been there: you’re right in the middle of a task in an app, and a giant pop-up ad stops you cold. It’s frustrating, and according to our panelists, it’s also bad for business.

The conversation around monetization was surprisingly human. The consensus was that while apps need to make money, they shouldn’t do it at the expense of “user love.” The most successful brands are the ones that treat their ads like a natural part of the app’s flow. When an ad feels like a helpful suggestion—placed at a natural breaking point—it doesn’t feel like an interruption. It feels like a feature.

3. Emerging Tech: Gimmick or Game-Changer?

The panel also tackled the “shiny object” syndrome—specifically AR (Augmented Reality) and VR (Virtual Reality). While these technologies are incredibly cool, the experts cautioned against using them just for the sake of being “high-tech.”

The best use cases discussed were those that solved a real problem. Think about virtually “trying on” a pair of sneakers or taking a 3D tour of a house from your couch. When tech makes a user’s life easier or more fun, it works. When it makes the app slow or confusing, it fails. The takeaway: Innovation should enhance the experience, not complicate it.

4. Data Is the Secret Sauce

If the user experience is the heart of an ad, then data is the brain. The panel emphasized that successful campaigns in 2025 aren’t built on “gut feelings” or “vibes.” They are built on hard data.

But it’s not just about counting clicks anymore. It’s about tracking the entire journey. Which creative format actually led to a purchase? At what point did the user drop off? By measuring real outcomes rather than just “vanity metrics” (like total impressions), brands can spend their budgets much more effectively.

5. The “Fail Fast” Mentality

Finally, the group touched on the importance of A/B testing. In a world that moves this fast, you can’t afford to be precious about your ideas. You have to test everything—the headline, the color of the button, the time of day the ad appears.

The panel encouraged marketers to embrace “failed” tests. A test that doesn’t work isn’t a waste of money; it’s a valuable data point that tells you exactly what your audience doesn’t want. The brands that win are the ones that optimize constantly and stay curious.

Why It All Matters

What made this session at MOBEXX 2025 so special was the honesty. There were no unrealistic promises—just battle-tested insights from people who are in the trenches every day.

For Apptrove, seeing Anchal Siwag lead such a meaningful discussion was a proud moment. It reinforced a truth we live by: Effective advertising isn’t about shouting the loudest; it’s about being the most helpful.

As the mobile world continues to evolve, events like MOBEXX remind us that we’re all in this together. By sharing what works (and what doesn’t), we move the whole industry forward toward a more responsible, user-focused, and successful future.

What role did Apptrove play at MOBEXX Summit 2025?

At MOBEXX Summit 2025, Apptrove’s Anchal Siwag chaired a key panel on in-app advertising, guiding an honest discussion on best practices, user-centric monetization, and data-driven decision-making.

What were the key takeaways from the in-app advertising panel at MOBEXX?

The panel highlighted the shift from high-volume ads to high-quality, intent-driven advertising, the importance of respecting the user journey, and the need to rely on data rather than vanity metrics.

Why is user intent a major focus at MOBEXX 2025 discussions?

Speakers at MOBEXX emphasized that modern users filter out irrelevant ads. Understanding user intent helps brands deliver timely, helpful ads that feel native to the app experience rather than disruptive.

from Apptrove https://apptrove.com/apptrove-at-mobexx-summit-2025/
via Apptrove