Analysts continue to talk about a decrease in the effectiveness of advertising on iOS, which is associated with the new IDFA policy. According to the Consumer Acquisition marketing agency, some developers on the Apple platform have already noticed a 15-20% decrease in revenue after the release of iOS 14.5.The main thing from the report
Due to the new IDFA policy, many advertisers on iOS have lost the ability to use deterministic measurements for advertising attribution.
- This has led to a decrease in efficiency in determining revenue, LTV and other important metrics.According to Consumer Acquisition, only 20% of users allow apps to track their data.
- The decrease in the effectiveness of advertising has led to the fact that some iOS developers have lost up to 15-20% of revenue.Consumer Acquisition also warns that after iOS 14.6 and the release of new OS versions, most advertising KPIs will show their inefficiency.
- The mobile advertising market will become even more unstable.Against the background of the changes, advertising costs on Android have already increased by 8-21%, since developers on this platform still have access to the Google Advertising ID.
- However, analysts do not advise to completely abandon the promotion on iOS — as you adapt to new realities, advertising costs will eventually return to normal.According to Consumer Acquisition, positive changes may occur as early as this fall.
- The CEO of the company, Brian Bowman, believes that Apple may relax the rules regarding IDFA by Black Friday.However, the massive dissatisfaction of developers is unlikely to affect the cancellation of the new IDFA policy.
- “There’s nothing you can do while in the Apple sandbox. These are their rules. It doesn’t matter if you shout about your discontent or not. This is already happening, and no one can change it,“ Bowman said in an interview with VentureBeat.That is why Consumer Acquisition believes that it is necessary to look for new ways of promotion and adapt to new realities as quickly as possible.
- Tips for developers and marketers
Consumer Acquisition advises to look for new approaches to working on advertising creatives.
- The need for this is also indicated by the fact that A/B testing simply no longer works on iOS.At the same time, you need to be prepared for the fact that 85-95% of new advertising concepts will fail.
- According to Consumer Acquisition, developers need to focus on tutorials in their games.
- This will allow you to get information as quickly as possible about whether users have a penchant for payments and partially offset the drop in revenue.The company also recommends that game studios strengthen communication between the development and marketing departments.
- This can help create a stream of new creative solutions.Finally, Consumer Acquisition advises developers to distribute their advertising costs between different paid promotion channels.
- This will allow you to identify the most effective sites for yourself and not waste all budgets in vain.