Apple’s advertising business tripled its mobile app advertising market share in six months after the company made a privacy policy change to prevent competitors like Facebook from serving targeted ads to consumers.
Hereinafter source: ft.com
Apple’s Search Ads service offers paid ad space in the App Store above search results. So, for the request “Snapchat”, users can see TikTok in the first place. Mobile marketing company Branch estimates that up to 70% of all iPhone app downloads are from ad click-throughs, and a year ago this indicator was only 20%.
In general the app advertising market is quite large and growing. Analytics firm AppsFlyer reported that in 2019, marketing spend on iPhone and Android smartphone apps was $ 58 billion, and by next year they will more than double to $ 118 billion. Evercore analysts ISI is confident that with the new privacy policy Apple “made a significant difference” : this financial year, the company will receive from its advertising business $ 5 billion, and within three years this figure will grow to $ 26 billion
App downloads by ad clicks in percentage terms. The privacy policy has been updated iOS 14. 5
Apple’s ad appeal increased after iPhone users were blocked from tracking by default and competitors like Facebook, Google, Snap, Yahoo and Twitter were blinded. Data on those users who nevertheless allowed advertisers to track their actions have ceased to be provided in real time since April – only in a generalized format and with 72 -hour delay. And only advertising from Apple itself continued to provide detailed information.
EasyPark parking service doubled the cost of promoting its application at Apple. Brand head Caroline Letsjö noted that Apple’s new strategy resulted in “record high ad conversion rates” , while the effectiveness of reaching iPhone customers on Google services “suffered, so we cut our budget” . Facebook said in September that “has become harder to measure campaigns on our platform ”, and many players have been more impacted than expected by Apple’s shift in strategy. Facebook shares fell 4% after the announcement.
According to Singular, some mobile advertisers, alarmed by the new privacy policy on iPhone, are now spending most of their budget on Android: previously the ratio was 29 / 50 , and by the end of June changed to 70, 3% on Android and 29, 7% on iPhone. Apple insists that the updated privacy policy was designed to protect users: “These technologies are part of a comprehensive system designed to help developers implement safe advertising practices and protect users, Apple interests “.
If you notice an error, select it with the mouse and press CTRL + ENTER.
0 Comments:
Post a Comment
Your comment and facebook share will be appreciated