The long wait for Apple’s Application Tracking Transparency (ATT) feature to go live is now over. This means that app publishers and advertisers can stop dreading what the new privacy feature will mean for the future and start coming up with creative solutions to cope with the industry estimated ATT user enrollment rate. at about 10%.
The future of in-app advertising
Here are some of the ways that publishers and advertisers can consider rotate your strategy, so they’re not that badly affected by the impending IOS user data drought.
Award-winning video will be the next creative frontier
By the end of 2022, 79% of advertising will be consumed through video. Much attention should therefore be paid to increasing the implementation of award-winning video in non-gamified applications.
The rewarded video gets the highest cost per thousand impressions (CPM) because the ad is viewed for its entire duration in exchange for a specific trade-off. Right now, the award-winning video is almost specifically associated with gaming apps, but a seismic shift is about to happen.
Perhaps the most well-known use of award-winning non-gaming app video is Spotify, which uses it for years provide half an hour of ad-free music to their non-premium users in exchange for watching a short video.
Predictably, apps that provide live coverage of limited-time events could quickly apply this interactive video ad serving model. Users who are live-streaming a sporting event, for example, may be offered the option to watch a series of announcements from a major sponsor before starting their streaming service to unlock access to better viewing angles. event camera – like a camera mounted at the end of a surfboard or an aerial view of a football game.
Catalog apps for companies like IKEA
Another application could involve catalog applications for companies like IKEA. For example, large multinational consumer goods retailers like IKEA could partner with a grocer like Lidl around award-winning video so that when you browse an app you can watch a video and be rewarded with a digital coupon for your next purchase from the partner company.
These types of partnerships risk becoming extremely lucrative ways for publishers to collect additional customer data as well by incorporating a short survey or adding an option for consumers to receive additional discount by providing their email address.
Advertising space will be molded to adapt to user habits
The pandemic has shaped the way people consume information on their mobile devices always by creating the world’s first remote economy. In addition, it has accelerated the trend towards a world lived through our mobile devices. This is the future vision that publishers should focus on when they start to innovate new formatting products where ads can be placed.
Many new products will be designed and implemented to take advantage of trends such as how the average Indian millennial spends around a third of their waking hours (1,800 hours per year) glued to their smartphones.
One of the ways that publishers could take advantage of this statistic, in particular, is to include things like “open” and “close” ads. These types of announcements would be displayed on the loading screen as the app loads, or attached to a “Are you sure you want to quit?” Message. »Closing message.
Build for Android, sell to the world
Editors should note a comprehensive report recently released by FinancesOnline, which estimates that the three billion Android users are more than three times the number of iPhone users worldwide. So while ATT consolidates IOS as an operating system of exclusivity and privacy, it also consolidates Android as a general market access operating system.
Every company that makes smartphones has released cheaper options than even the cheapest iPhone. However, in an effort to secure a growing global audience and snatch future IOS users by building brand loyalty while offering increasingly expensive innovative models like Samsung’s Galaxy Fold, Apple’s competitors have become well established in the developing world. Publishers and advertisers should be aware of this and consider reorienting their efforts to target more widely users of the most popular operating system.
Sale of smartphones in developing countries.
Developers and advertisers can take advantage of the growing adoption of smartphones in sub-Saharan Africa and pay close attention to regional trends, such as the widespread popularity of edtech applications. Another thing to consider is Southeast Asia mobile usage, which is the highest in the world, according to a Google report.
The cheapest iPhone Apple currently offers – the iPhone SE – is still far too expensive to compete with the types of phones that companies like Nokia, Samsung and Google sell to consumers in developing countries. With that in mind, developers should research what types of apps are popular in places where smartphones are just starting to appear.
This is especially true for app companies whose efforts to monetize their products for IOS have now been thwarted by ATT – like hyper-casual game developers, for example.
“Log in to unlock exclusive features”
It is only in the coming months that developers and advertisers will be able to assess the extent of the changes IOS14 will make to their marketing strategies, the way they are tracking users and the amount of data still available. for users of Apple products.
By then, publishers will start looking for ways to acquire user data for themselves – possibly by creating their own first party ID, similar to website cookies. Premium apps will also likely start to implement ways to get users’ email addresses when they download the app so that publishers have a database of users that they can then sell to users. advertisers.
Of course, not all users will be interested in giving up their personal email addresses without some sort of incentive, so a reward system that provides users with premium services or exclusive content that they would normally have to pay for might entice them. to choose. -in.
If users can be encouraged to provide their E-mail adress, editors can then track how many times the user opens the app, what they spend their time doing in the app, and how much time they spend doing certain things in the app. This data can then be presented as an information package and offered to advertisers accordingly.
An app that sells used cars, for example, can sell a suite of information about users who spend most of their time on the app consulting Mercedes-Benz to the appropriate car dealerships within a certain radius of the geolocated location of the user.
A new chapter begins
Apple users are the type of premium user that publishers want attention to, so it makes sense that the death of personalized ads on IOS is a horrific prospect. However, the money spent on advertising that was once spent on creating personalized, targeted ads is not going to evaporate – it will instead shift to new ways of working until the best solution is found.
This will likely include ads that use prompts to trick users into viewing a piece of content or providing their email addresses. Developers will leverage valuable insight from large-scale user trends to create new formatting products for advertisers, such as open and closed ads.
The big change for advertisers
The next big change for web advertising and in-app will involve emerging markets and a possible hub for publishers to spend more to target Android users. And as developing countries gain access to better phones capable of displaying “rich media” (video), publisher monetization options are set to expand.
Last but not least, the majority of the time Americans spend on their mobile devices is spent in apps, and this is where we see the future as very bright.
Image Credit: Michael Terriers; pexels; Thank you!